Getting your name or business in one of the coveted high-profile positions of an influencer in the industry can have a dramatic effect on your conversion rates. The right message of a trusted influencer introduces thousands of new people into your business and expands your reach far beyond your own limits. But, how are you from where you are now at a point where influencers are ready to give a boost to your brand?
Marketing Strategies of Influence
There are two ways to convince influencers: paid and earned. The paid influence marketing is exactly what it looks like, with you paying for sponsored messages that will be labeled as advertisements. There is a short-term benefit to pay for the positions, but the real coveted status is that of marketing influence.
Positions earned are those made by an influencer without you having to ask. Since there is no demand, you do not pay for the exposure you get. This is the golden opportunity for influence marketing, but it's a lot easier to say than what to do.
In this article, I'm going to show you 9 achievable steps to help you build an authentic relationship with your favorite online influencers. The appreciation and pleasure of the brand are what leads to the display of influencers, so you have to be careful and start right now!
1. Invite an entry for group grouping publications
Group news articles are a win-win for you and your chosen influencers. You will get a lot of good information directly from reliable sources in a shareable and easily digestible format. In addition, there is usually little or no monetary cost for this type of display. Influencers will also be exposed to each other and gain credibility as an expert in their field or industry.
An excellent example of this type of message is a group summary from Danny Dochev to AdaptRM. He compiled time management tips from 86 experts and influencers, including Guy Kawasaki, and ended up with more than 6,000 shares of social media. It's above and beyond what a mean message on his blog would get, which gives him, like all 86 influencers, a win-win situation.
If your own blog or website is not yet well established, suggest creating a group gathering on a site to which you already contribute that has more authority. Influencers will want to see the real value in exchange for their time and information. If you can not give it to them directly, contributing publications on major websites will have similar results and will be more likely to attract influential people.
2. Offer of Free Products or Services to Influencers
As a business, you have something to offer influencers. Most people enjoy a free gift without conditions. Learn more about an influencer's preferences and approach them with a product you offer or a free trial of your services. If they like it, they are likely to give you a shout or recognize your business to their followers.
No matter what, do not pressure them to promote your business. This is not meant to be an exchange. Instead, you give them a gift that they can enjoy and hope they will publish about it when they do it. Unless there is a contract or an exchange agreement, they have absolutely no obligation to promote your business simply because you have sent them a gift.
This is a good strategy for early contact with an influencer. It shows goodwill at the beginning and demonstrates your intention to form a stronger bond with them. You also give them a better understanding of what you offer as a business, which helps them get to know you better from the start.
photo credit: m01229 / Flickr
3. Give valuable feedback for free
Editing content and updating old messages are two things most people do not like. Chances are good that your target influencers do not like these things either. You can help by giving comments on some of their content for free. Small mistakes such as typing errors or broken links are easy to correct, but can sometimes even happen in front of a vigilant writer.
Help give useful feedback to influencers will make you stand out more than others who just agree or congratulate them for their excellent content. As long as you keep things friendly and you avoid being too critical or hard, it's a good strategy to start forming a strong bond with an influencer by giving them real value. Plus, it only costs you time.
4. Message from a guest on Influencer blogs and websites
Guest posts are a fantastic tool for building relationships with influencers. Most influencers have their own blogs or websites where they post regularly. By asking to contribute for them, you can show them that you really understand the subject and their audience while creating a personal connection with them. A good guest post will put your name in front of your audience while you give them valuable information or resources. Remember that guest messages are not advertisements.
5. Give the influencers a boost in your articles
Mentioning influencers in your social media publications or written content is a good way to make them aware of what you are and strengthen a relationship. Using influencers as examples for a point you are trying to make, mentioning them as experts, or linking to something that they have written as a resource are great ways to mention the influencers.
By giving a mention, your communication with an influencer is more like a personal relationship than a transactional relationship. You do something valuable to them without asking for something in return. This may cause them to promote you directly, but it's a simple way to build a stronger relationship that could help you get more marketing opportunities in the future.
6. Show a little bit of love
Making a connection from scratch is going to be next to impossible. Before you even think about approaching your target influencers, start building a rapport by showing a little bit of love. This includes simple things like engaging in discussion about their social media posts, sharing their content from time to time, and enjoying the messages. Establish yourself as a positive and valuable addition to their personal brand before approaching them with your own ambitions.
Many people read comments from their blog and will notice you if you comment on some of their posts. This is especially effective if you are also engaging on social media because people are more likely to remember you if they are interested in you or what you are saying.
8. Allow yourself for webinars
Many influencers offer free webinars to talk about their area of expertise. The agreement for the webinar takes a little time, but it helps you to tackle some more personal topics when you correspond with this influencer in the future. You will be able to point to something that has been said in the webinar and let them know you have been paying attention. You may also have the opportunity to ask them questions directly via the webinar.
9. Enter their inner circle
You can get a lot of information about an influencer by signing up for his newsletter or joining a mailing list. This may give you a better idea of what is happening with this influencer, opportunities to try what they offer and opportunities to engage more directly with them. Most people consider mailing lists as an impractical way to advertise them directly, but you can reverse the situation and use it as a way to get closer to the chosen influencers.
photo credit: Official Blackberry Images / Flickr
Take Away Sale
Do not expect influencers to give you a winning marketing advertisement if you have not brought anything to the table. Superficial and punctual connections with influencers will not give you all the benefits of this relationship. Take your time to focus on building relationships with a few important influencers in your industry. Show them that you have value to offer them and they can return that with long-term value and promote your brand.