We have discussed the limitations of content marketing with other marketers and many think that web content has reached critical volume. More content is published than people can consume. You are probably now wondering why we keep writing to you when there is already so much online. That’s like asking why new smartphone brands are emerging despite so many smartphones on the market. We serve a specific audience.
But there is another important aspect that marketers are missing. The role of influencers in promoting content has been observed in recent years. This is why content marketers have incorporated influencer marketing as well as other means of content promotion. Influencer marketing statistics have been favorable enough that companies have started not only investing in them, but also maintaining, if not increasing, their share of the marketing budget for them.
But then how do content and influencer marketing come together? Instagram, Facebook, YouTube, and Twitter remain the most popular sites for sharing content. These active online hubs are also where you can find influencers, people with a large following, and great commitment. By finding these people and establishing a relationship with them, they can open doors for your audience. But how do you get them to work with you and for your brand?
1. Discover the authorities in your niche.
Each niche has authorities. These are people who have knowledge and experience in their industries or fields, and they pass on what they know to other people. The latter seek advice and suggestions from the former. Therefore, the authorities influence the way of thinking of their followers. By doing so, they influence your consumer behavior. That is why knowing these authorities is a key step in influencing marketing. Companies are now investing in working with these professionals and specialists to reinforce their content marketing and social media strategies.
The question is how you can find these experts in your niche. It is easier than you think. The fastest way is to use relevant keywords. These influencers are most likely using the same keywords as you. So it makes sense to search for them on multiple social media sites using the same keywords. Relevant ones usually appear in search results. Of course, the good old way is to Google them to find their websites or their blogs. Write them down!
2. Evaluate influencers.
You cannot contact all of them at once. That is a waste of time and energy. Most of them will just ignore you. Worse still, many of them are not really suitable for your brand for various reasons. Choose those whose content is most relevant to your brand. Also, include those with a significant commitment. It is not just the size of the followers that matters.
3. Establish a relationship with your influencers.
Figuring out how to connect with your prospects is difficult. It feels uncomfortable at first. But the simplest and least creepy way is to start small. Leave a comment on one of their posts. Subscribe to his 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 punch him. Be nice. Respond to their answers. Correspond. Don’t ask them to go see your things!
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 is true even to influence marketing. At some point, you just have to cut to the chase and tell it like it is. However, do this only after you have initiated a connection and built trust and confidence. Naturally, they will become curious and may even offer to help. If that doesn’t happen, then pushing a little harder is not a bad idea. After all, what is there to lose?
However, don’t sound imposing. Express your interest in collaboration. Let’s say you think it’s a great idea if the two of you can work together on a topic. 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 that. Influencers are concerned about profits. Everybody is. So be sure to pitch with your advantage in mind. Don’t do everything to help yourself. Do it to help them too. As much as you want your audience, they would appreciate it too if they could take advantage of yours.
6. Make it easy for them to work with you.
You need them more than they need you, if they need you. So make it as easy as possible for them to collaborate with you. If you want them to write content for you, please leave it on their terms or mutually decide on the guidelines. Remember, they themselves are bloggers, professionals, or entrepreneurs. They don’t have time to worry about your little content creation rules.
7. Express gratitude.
So one of the best bloggers in your industry has written a post about you. Immediately write a thank you note. Give them a message on your social media accounts. Mention them in your subsequent posts. Ingratitude is an influencer marketing no-no.
8. Stay connected.
Getting them to share your brand message with your audience or to guest-write on your blog is not the end, but the beginning of a partnership that you must continue to strengthen. Build that relationship with constant communication. Keep liking and sharing their relevant posts. Don’t stop planning future projects together.
Influencer marketing ideally reaches a stage where you not only market through influencers, but you also market to them. In other words, they become partners, driving audiences to each other’s channels. All of this takes a long time. No influencer marketing agency can do it overnight and run away from anyone who says they can.