Sunday, June 8, 2014

How to Get Influencers Helping Your Business

Q: What’s a quick definition of “Influence marketing” for those folks who haven’t been wooing Influences for years?

What exactly is ‘Influence marketing?’
Influence marketing is a practice that focuses on courting and nurturing relationships with the people who have significant sway over potential buyers for products or services of a specific company.

Influence marketing has always been around, but traditionally managed by PR firms. They would speak to investors, industry journalists and analysts to earn placements for their clients. The goal was to get a message out to consumers through traditional media outlets.

Q: Great advice. Then what?

If you can look beyond blog marketing and begin to understand how connecting with influential professionals can lead to long-term results for your company, you suddenly see the true professional and personal impact influence marketing can have. Buzzword or not, influence marketing is a crucial component of the digital marketer’s toolkit.

Q: OK. Great. But how do brands scale their efforts to get more earned media placements online?

It’s simple. Influences have the power to sway massive audiences, but they don’t want to feel used during the process. That means building relationships first. But it also means investing in a collaborative strategy through content creation. Brand marketers need tools and process for identifying relevant conversations as well as for building those relationships with social media Influences, bloggers and subject matter experts.

Q: I understand the sway Influences can have, but how do I form authentic relationships with them?

Just be cool. Influence marketing is a lot like dating. Before you ask a subject matter expert to get involved with you, ask questions and listen. What are their main goals and how can you help them improve their personal brand? If you can show an Influencer you care about their professional growth, they’ll become deeply invested in your message and what you do.
In addition:

It’s all about WIN-WIN-WIN

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