We all know that one of the best ways to spread your message across social media is to build relationships with influencers and turn them into brand ambassadors. When you have influential people with a devoted following recommending your product, sharing your content, or otherwise helping spread your message, you’ll be able to reach a new audience, grow your brand, and eventually, boost your bottom line.
But where do you start with influencer marketing? While your initial desire might be to target the biggest influencers in your niche (think an Oprah or Guy Kawasaki), that’s probably not the best place to start. Why not?
- Mega-influencers have tons of people reaching out to them—The top social media influencers are bombarded all day long by Tweets, emails, blog comments, and other messages. They just don’t have time to pay attention to every message they receive, so most of it gets ignored and lost in the sea of noise. Unless you have an in with one of these mega-influencers, you’re probably going to get ignored.
- Mega-influencers are skeptical—As I already said, the top influencers are constantly getting pestered by people just like you who have the same goal of getting the influencers on their side. Of course, the influencer can see right through this charade. As a result, they’re a bit skeptical by nature, so earning their trust can be a serious challenge.
Instead of starting out by reaching out to the very top influencers in your niche, I suggest instead looking for undervalued influencers who aren’t being as heavily targeted by others like yourself. What I mean by that is look for people in your niche who have some clout but aren’t getting bombarded with messages all day long from strangers. You might be surprised at just how many of these undervalued influencers there really are.
Another strategy you could employ is to find the overlooked medium for reaching out to a particular influencer. For example, let’s say one of the influencers you want to target is very active on Twitter and receive hundreds of Tweets every day, but on their blog, they only get a few comments. In that case, you have a better chance of getting noticed and having a meaningful interaction by leaving thoughtful comments on blog posts on a regular basis.
In short, it really all comes down to being more calculated in your outreach efforts. Figure out who you have the best shot at connecting with and where the best place to get noticed might be.
What’s your approach to influencer marketing? Tell us about it by commenting below..
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of 8 Shocking Secrets Press Release Distribution Firms Don’t Want You to Know here: http://www.ereleases.com/offer/8shockingsecrets.html