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Introduction
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Introduction
arketing is changing. Direct advertising has lost its pull; consumers dont trust marketers.
We have Google, blogs, and social media - we dont need billboards.
According to Forbes, social media has fundamentally changed the balance of power between
customers and brands.
We dont listen to ads anymore. This makes peer suggestions more valuable, than ever.
Thats why we have influencer marketing. Influencers are making marketing personal again
(The Shelf). They place products in front of new, interested buyers who trust them.
In this ebook youll learn why influencers matter, how to find them, and how to introduce yourself. Plus, well look at some useful tools to make the process easier.
Lets do this!
How it works
Think of it like an endorsement. Just like
Nike pays LeBron James more than $500
million to sell sneakers, VIPs in your industry can help boost your brands reach.
Influencers contribute in two ways:
You need trusted voices to promote your
brand. Everybodys wary of advertising, but
they listen to their smart friends and industry experts.
A McKinsey study found that social recommendations induce up to 50% of all purchases. The study also found that 5%
of people had influenced 45% of those
choices.
Audience reach
How many followers does the person have?
If youre trying to increase exposure, it
helps if an influencer has a large audience.
Check your potential partners following
on social media. Make sure they have a
sizable, authentic following.
Brand affinity
The best influencers are relevant to your company. Theyll also have a proven history of knowing
what theyre talking about.
Say youre a B2B software company. You could pay a load of money to have Justin Bieber tweet
about you. But serious CEOs and marketing executives arent going to listen to Justins antivirus
recommendations. Or Snoop Doggs - in 2010, Symantec chose Snoop to promote its Norton
Antivirus software. Predictably, this was not popular.
Forbes says that honesty is king: if theres no honesty involved, its not influencer marketing.
Your influencers are on several channels. You shouldnt ignore the platforms lower down the
chart. But a detailed blog or Facebook update will probably be more valuable to you than a
few tweets.
Of course, it depends on where your audience is active. A blog post is no good if your target
market doesnt read blogs.
Mention lets you see whats being said about you, your industry, and your competitors. Set
keyword alerts to find relevant conversations, and use the influencer score and dashboards to
identify influencers.
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Little Bird
This is a great tool for building influencer lists by topic. You enter a few keywords and Little Bird
suggests powerful people to reach out to.
SocialRank
SocialRank lets you arrange your Twitter and Instagram followers based on value or engagement. If you want to find your own influential followers, this is a good way to start.
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Do your research
Tie your research to your goals. Are you
looking to add credibility to your brand,
grow your audience, or increase social engagement? This will determine which qualities
and influencers fit best.
Make lists of suitable influencers. Include
their name, email address, social profiles,
and why they would make a good partner. Be
clear about how youd like to work together,
and be consistent when you begin making
contact.
Make a connection
Start following your target influencers and
engaging with their content.
Did they write a great blog post? Leave a
comment. Did they write a great Facebook
or Twitter post? Like and share it.
Dont be tempted to send pitches to Facebook inboxes or leave them in blog comments. Remember, if you havent established a connection, your message is going
straight to their spam folder.
Youre just trying to get your name on their
radar, not close a partnership in one tweet.
Use social media to begin the relationship.
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Email is king
A great outreach email:
1.
2.
3.
4.
Make sure your emails are friendly, clear, and short - while still containing all of those elements.
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Hi [name]!
Im [your name] from [company]. I work with [mutual connection] who mentioned that you [what mutual connection said
about the influencer].
[Mutual connection] said that it would be a good idea to get in
touch with you to learn more about [topic] and work on [project] together.
Does this sound like something you would be interested in? If so,
I would love to get on a phone call some day this week around
noon and figure out a way to make it mutually beneficial.
Let me know what you think!
Best,
[your name]
Follow up
This is a balancing act. Make sure they dont forget about you without seeming too pushy (read:
desperate).
If you havent heard anything after 7 days, send a follow-up email. In the meantime, keep interacting on social media. Your work isnt over.
Quick tip: Sidekick by HubSpot lets you track email opens and clicks.
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Get Started
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