When you utilize social media influencers in your marketing, you work on building relationships with people who can build relationships for you.
Depending on the size of your influencer’s audience, your influencer can help you reach consumers through their blogs and social media networks that you don’t have access to.
In this article, we look at three things you can do to improve influencer outreach. But, first, let’s look at why you should use social media influencers.
Why the Influencer
The role of the influencer is simple really. Think back to the time you needed a new washing machine. You probably searched online, read reviews and engaged your friends and family for input. Social media influence works much the same way.
People naturally look to others for validation and to help guide them towards making the best decision or just to confirm they made the right choice.
When it comes to influencers, they also don’t have to be the mega-influencers. It turns out that influencers, especially middle-level influencers like bloggers have small, but loyal audiences with the potential to drive more engagement for you than paid media big influencers.
Plus, since nearly 90% of online shoppers look to online reviews, you can again see the importance of the influencers.
Now that you know the why, let’s talk about the three things you can do to improve influencer outreach.
#1: Find Influencers Similar to You Using BuzzSumo
You want to identify influencers who have shared similar content. For example, if you want to promote an article on how to build a raised garden bed, you want to look for popular posts related to this topic.
Use a tool like BuzzSumo to do this. Visit their site and type in relevant keywords. Once the system pulls up posts, look for the key influencers who’ve shared the posts.
Inside BuzzSumo, you can look for the pages with the most authority and the highest number of followers – these are your influencers.
Then, reach out to these influencers to see if they’ll share your content.
It does help if you’ve already identified these influencers and begun engaging and interacting with them on social media and in their blog comments section. You want to do this well in advance of asking them to do something for you.
Make sure to stay in touch with your influencers – share, retweet and spark conversations on their social media pages so they’ll be more likely to do the same for you.
#2: Using the Influencer Relationship
Let’s assume you’ve built the relationship with your influencers. Now, it’s time for some outreach and a strategy.
You can create a spreadsheet of posts and tweets to share with your influencers. These are messages you’ll share directly with them.
For example, you want to get your influencers to share your blog post on how to build a raised garden bed. You might share something like this:
“@seedgal Hi Susan, I loved your post on starting seeds inside, and I thought you might like this post on building a raised bed. http://bit.ly/985ePo56”
Then using your social media scheduling tool, schedule your tweets to your influencers.
#3: Always Follow Up
First, don’t bombard them and be patient for their reaction. After a day or two, you can always follow up with your influencers. This will increase your chances in today’s busy digital world.
A few tips in your correspondence:
- Your goal is to build a relationship, so don’t be pushy.
- Always be true and real. An authentic relationship is what you’re after, and they’ll know if you’re just trying to use them.
- Send them an email if they haven’t reacted to your tweet or post within several days. Craft a personal message – this isn’t the place for a canned one. Be sure to include a link to your post. Encourage them to take action on your post or tweet again.
Follow your influencers and actively engage with them. Be genuine. Don’t forget to keep the relationship alive after they’ve done what you asked.
To make the most of your influencer outreach, concentrate on building and fostering strong relationships with your current network.
Build your strategy around mutually beneficially relationships. Consider what you have to offer the influencer and what they can in turn offer you.
It’s a good idea to start building your relationships now – build them before you need them. When you wait to build them, it’s harder to build the relationship out of necessity. Activate them now so they’re more effective when you need to leverage their power.
If you’d like some help developing your brand and nurturing the relationship between social media and your business, we can help. We’ll provide customer-focused and engaging posts that encourage trust and a connection with your business.
We are here for you when it comes to your social media posting. We’ll study your brand, and create posts that work with your overall social media posting strategy. Learn more about our services and how we can create engaging content that your customers will enjoy and appreciate.
Image: Gabriel Garcia Marengo