Know your social influencers – why you need this in your game plan
Generation Z continues to be absorbed by social media. We’re a generation of consumers who are reluctant to commit to a product or brand before we seek the opinions of friends, celebrities and popular personalities on various social platforms. So, an authentic relationship with consumers is something every brand (or institution) should consider if they want to succeed in this ever increasing competitive environment.
It’s safe to say social media is here to stay, so it’s no surprise that social media influencer marketing is being adopted as an important tactic by more and more brands. Connecting with trusted influencers who are willing to share your content allows you to organically grow your reach, increase awareness and build credibility. It’s a no brainer…
But, it’s not as easy as just following people on Twitter. An influencer outreach strategy needs (lots!) of research and testing. Measures also need to be in place to ensure your efforts are in line with your overall marketing strategy.
Not sure where to start? Follow our tips and tricks on how to connect with influencers and boss your influencer marketing strategy.
First, you need to find the right people. A little research can go a long way when trying to scout those who are experts in your sector, understand your business ethos, and ultimately, have an influence on your target audience.
Social media is the obvious starting point for your research, but your own database would also be a great place to start too. These are the people who have already signed up to your email comms, enquired about your products, and downloaded your resources. You already know they are interested in your content, you just need to do a little more digging to identify those who have a presence on social media and a good relationship with your target audience.
Once you know who they are – get following! Don’t just be a Facebook stalker though. You need to be interacting with them too; let them know that you find their content really interesting by commenting on their posts and sharing their content. This will ensure they recognise your name and brand when the time is right to reach out and contact them directly.
Transparency is important when building an authentic relationship. Be honest about your motivations, there’s no point in beating around the bush about the real reason you are getting in touch. If they are a highly thought of social influencer there’s no doubt they receive similar emails to yours on a daily basis; your intentions will be clear to them no matter how much you try to butter them up. Your honesty and integrity will do you more favours in the long run.
You could have a huge database of influencers that are right for your brand, but if your content isn’t good, no one will want to share it. Influencers have their own image and reputation to think of too, remember.
Relevant content is key. And segmenting your influencers will help you reach the right audience with the right content. Influencers with a large social following will be great if you have content that you want seen by as many eyes as possible. But, specific content for a niche audience will need a niche influencer. Someone with less of a social following, but is a expert in your sector, could be perfect too.
The relationship you build with your influencers is a two way thing. Don’t just ditch them once you’ve got what you wanted. If you want influencers to be loyal to your brand, such a relationship needs nurturing. Offer them free trials of your product. Invite them to exclusive events. Let them in on your latest news and product offerings (and buy them a drink at trade shows)! If you do this, it’s more likely they will be willing to shout about your brand in the future, without the nudge from you.
Using Akero to create a successful influencer outreach strategy:
With Akero’s new social influence feature perfecting your influencer outreach strategy is even easier.
We mentioned above about how you can utilise your existing contacts to start a meaningful social influencer strategy, but that still involves a lot of digital leg-work to work out who on your list is actually influential in the online space.
Akero, the Marketing Performance Platform suite has a great new feature that ranks your contacts from 1-100 for their social influence and allows you to filter from top-to-bottom. With just a few clicks of your mouse, you can find out who to prioritise your comms and efforts towards and get a head start over the competition.
Want to learn more about influencer marketing and how you can shape your content plans and integrate Akero? Speak to one of our experts.