Influencer marketing is all the rage with content marketing today.
Our clients are driving sales from YouTube, Instagram, Pinterest, email, blogs – all the sites where influencer marketing flourishes.
How do you reach the right influencers? How do you get an influencer to talk about and share your products with their audience?
Here are some influencer marketing tips on how to reach the right influencers:
You know your target audience and there are several ways to determine which platform is right for you. The first way is by looking at your own internal success on different platforms. Have you been able to drive sales for your ecommerce site through Pinterest? Have you been able to sell hair products through informative YouTube videos? Auditing your own internal efforts will help you expand your efforts with influencers on the same, proven platform.
If you don’t have a track record on different platforms, you’ll need to do a little research to find where your customers are. If you have an existing list of customer phone numbers or email addresses, many platforms allow you to “find friends.” Upload your email list to a platform to see how many of your customers actually use the platform. If the number is high, then chances are you’ve found a good platform to do some influencer marketing.
Target The Right Influencers
Influencer outreach is sometimes treated as a quantity over quality type of game. An influencer marketing agency might target with a “blast and pray” approach. Rarely does this work the way it’s intended.
Instead, invest time in finding and learning about who the right influencers are. The right influencer is someone who fits into your target customer profile, has influence over their following, and simply will care about your product. If the product is relevant to the influencer’s interests, job, or life – it will get on their radar just by sharing the product with them directly.
Make sure you have a balance between long term and short term influencers. Short term influence consists of a social media post or email inclusion, where the longevity lasts a few hours. Long term influence has searchable components that allow users to be influencers for a longer period of time – things like a blog post and Instagram post (with searchable hashtags).
A few tools that we like to use to find the right influencers:
- Followerwonk: find Twitter influencers and their websites
- Webstagram: search hashtags in your niche and find the people who are sharing content around those hashtags
- Google Alerts: set an alert for your target keyword and discover new blog posts about the topic
- Fresh Mentions: analyze mentions of your brand, competitors, and keywords.
- Open Site Explorer: analyze who is already linking to your site, and who is linking to your competitor sites
- Google Search: type in your keywords and find out who is ranking for your terms
There are hundreds of tools and tactics you can use to find the right influencer. Some are paid, some are free. Start with the free tools first, build up and exhaust your list, and then move on to the sites that charge a monthly fee for influencer marketing.
How To Get On An Influencer’s Radar
Now that you’ve identified what makes your perfect influencer, and where they are most influential, it’s time to start reaching out.
The most effective way to reach out will always be email. (Email us if you’d like our template.)
But, there are several other ways to get on an influencer’s radar. Here are a few ideas:
Ask the influencer for an interview
Influencer’s have lots of knowledge and like to provide insight to other entrepreneurs who are just starting out. Reach out to an influencer with an interview request for your blog. The interview can either be conducted via email (easy) or be recorded on a podcast/webinar (harder, with more time commitment).
Send a Physical Package
If your product is a physical good, send the influencer a care package. Include a personalized letter, your business card, and if your product is at a price point where you can allow a few influencers to try it, then include your product as well.
At some point an influencer will actually need the product to try out, review, and post to their website/social media/email list. So, why not cut to the chase and avoid the noise with tweets, emails and phone calls to really stand out in your approach?
Tap into ego
Influencers have egos. Tap into that ego by giving an influencer something desirable along with your low effort ask.
Ideas for something desirable consist of things that help the influencer look or feel good. “Something desirable” can range from a t-shirt from their favorite sports team, an offer to interview them about their upcoming book release, or anything that takes the focus off of you and onto them.
Influencer marketing isn’t just a one-way street. There has to be a little give and take with influencers to really make things work.
When all else fails, money always influences the influencers. Of all the influencers out there, I’ve yet to meet many that won’t review or promote your product in exchange for cash or free product. But, I’ve also found a negative coorelation between the amount of influence received from a campaign and the amount of cash involved.
Always go for organic influence using the tactics above, test out your tactics, and see if influencer marketing works for you.
Markitors is a full service online marketing company that helps small businesses grow online. Originally financial auditors by background, we bring an analytical approach to SEO, paid advertising, social media marketing, email marketing and website development. Headquartered in sunny Scottsdale when it’s not hot, each year we move our summer headquarters to a new destination. Last year it was Spain. This year, we’d love to know where we should set up shop next. Contact us and let us know where we should go, or how we can be of service to your for your internet marketing needs.