We've discussed the limitations of content marketing with fellow marketers, and many think that web content has reached a critical volume. There's more content being put out there than people can consume.
Now you're probably asking why we still keep writing
to you if there's already so much stuff online. That's like asking why new
smartphone brands are emerging despite so many smartphones in the market. We
cater to a specific audience.
But there's another
important aspect that marketers are missing. The role of influencers in
promoting content in the past few years has been observed.
This is why content
marketers have incorporated influencer marketing as well as other means of
content promotion. Influencer marketing statistics has been favorable enough
that companies have started to not only invest in it but also keep, if not
increase, their marketing budget slice for it.
But then how do you put
together content and influencer marketing? Instagram, Facebook, YouTube, and
Twitter remain the hottest sites for sharing content. These active online hubs
are also where you can find influencers, people with substantial following and
rich engagement. If you find these people and build a relationship with them,
they can open doors for you to their audience. But how do you actually get them
to work with you and for your brand?
1. Find out authorities
in your niche.
Every niche has
authorities. These are people who have knowledge and experience in their
industries or fields, and they impart what they know to other people. The
latter look to the former for tips and advice. Authorities therefore influence
how their followers think. In so doing, they influence their consumer behavior.
That is why knowing these authorities is a key step in influencer marketing.
Companies are now investing in working with these professionals and specialists
to bolster their social media and content marketing strategies.
The question is how you
can find these experts in your niche. It's easier than you think. The quickest
way is to use relevant keywords. These influencers are most likely using the
same keywords that you're using. Thus, it makes sense to search for them on
various social media sites using the same keywords. The relevant ones usually
appear in the search results. Of course, the good old way is to search for them
on Google to find their websites or their blogs. List them down!
2. Assess the
influencers.
You can't contact all
of them at once. That is a waste of time and energy. Most of them will only
ignore you. Worse, a lot of them are not really suitable for your brand for a
number of reasons. Choose those whose content is most relevant to your brand.
Moreover, include those with significant engagement. It's not the size of
following alone that matters.
3. Establish a
relationship with your influencers.
Figuring out how to
connect with your prospects is hard. It feels awkward at first. But the
simplest and least creepy way is to start small. Drop a comment on one of their
posts. Subscribe to their blog. Follow them on Facebook or Instagram. Retweet
their posts. Do this for several weeks. Don't stop once they notice you. In
fact, that's when you give it a punch. Be friendly. Respond to their replies.
Reciprocate. Do not ask them to go check out your stuff!
4. Sometimes all you
have to do is ask.
You won't get an answer
if you don't ask. In many ways, marketing is about asking people to do what you
want them to do. It's true even in influencer marketing. At some point you just
have to cut to the chase and say it like it is. Only do this, however, once you
have initiated a connection and built trust and confidence. They will naturally
get curious and may even offer to help. If that doesn't happen, then pushing a
little further isn't a bad idea. After all, what's there to lose?
Don't sound imposing,
though. Express your interest in collaboration. Say you think it's a great idea
if you both can work on a topic together. Maybe you can write a script for a
video or you can write an article together.
5. Discuss how working
with you benefits them.
Let's deal with it.
Influencers are concerned about gains. Everyone is. So make sure you pitch with
their advantage in mind. Don't make it all about helping you. Make it about
helping them too. As much as you want their audience, they'd appreciate it, too,
if they could tap into yours.
6. Make it easy for
them to work with you.
You need them more than
they need you, if they need you at all. So make it as easy for them as possible
to collaborate with you. If you want them to write content for you, either let
it be on their terms or mutually decide on the guidelines. Remember, they are
bloggers, professionals, or business people themselves. They don't have time to
trouble themselves about your little content creation rules.
7. Express gratitude.
So one of the top
bloggers in your industry has written a post about you. Immediately, write them
a thank-you note. Give them a shoutout on your social media accounts. Mention
them in your succeeding posts. Ingratitude is an influencer marketing no-no.
8. Keep the connection.
Having them share your
brand's message to their audience or having them guest-write on your blog is
not the end, but the beginning of a partnership you need to keep strengthening.
Nurture that relationship with constant communication. Keep liking and sharing
their relevant posts. Don't stop planning for future projects together.
by: Mukesh Bisht
Source http://EzineArticles.com/9698640
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