{"id":30638,"date":"2014-08-05T14:15:51","date_gmt":"2014-08-05T14:15:51","guid":{"rendered":"https:\/\/brandignitybeta.com\/demo\/brandlatest\/2014\/08\/05\/building-relationships-with-influencers-through-content\/"},"modified":"2014-08-05T14:15:51","modified_gmt":"2014-08-05T14:15:51","slug":"building-relationships-with-influencers-through-content","status":"publish","type":"post","link":"http:\/\/brandignitybeta.com\/demo\/brandlatest\/building-relationships-with-influencers-through-content\/","title":{"rendered":"Building Relationships With Influencers Through Content"},"content":{"rendered":"<p><a href=\"http:\/\/www.brandignity.com\/wp-content\/uploads\/2014\/08\/finding-influencers.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8842\" src=\"http:\/\/www.brandignity.com\/wp-content\/uploads\/2014\/08\/finding-influencers.png\" alt=\"Finding Influencers\" width=\"850\" height=\"425\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Marketing isn\u2019t a one size fits all proposition.\u00a0 Marketing efforts targeted at customers, other companies and the general public each have their own nuances and approach.\u00a0 <a href=\"http:\/\/www.brandignity.com\/2012\/09\/how-much-influence-does-the-internet-have\/\" target=\"_blank\">Marketing to influencers<\/a> has become one of the fastest growing sectors of marketing and, with its new found popularity, comes a fair bit of confusion.\u00a0 Many companies new to the marketing game don\u2019t understand how to identify their market\u2019s influencers or what to do once those people have been identified.\u00a0 Understanding who influences your audience and how to build a relationship with those people can help companies increase their reach and strengthen their impact in the marketplace.<\/p>\n<p>&nbsp;<\/p>\n<h1><strong>What Is An Influencer?<\/strong><\/h1>\n<hr \/>\n<p>&nbsp;<\/p>\n<p>The public is influenced in a number of different ways.\u00a0 Direct marketing is the most traditional method and, in many cases, remains the most effective.\u00a0 But today\u2019s consumers are more cynical and jaded than previous generations and many of them regard information and content straight from a company with a fair amount of skepticism.\u00a0 <a href=\"http:\/\/www.prdaily.com\/Main\/Articles\/9_tools_to_find_industry_influencers_16130.aspx\" target=\"_blank\">This is where Influencers step in.<\/a>\u00a0 Simply put, Influencers are third party individuals or organizations which indirectly influence your company\u2019s target audience.\u00a0 The world of fashion has made the most of Influencers for years by offering free products to celebrities.\u00a0 A model or movie star sporting a certain handbag, for example, can send sales through the roof overnight.<\/p>\n<p>&nbsp;<\/p>\n<p>In their landmark book on the subject, <a href=\"http:\/\/www.amazon.com\/The-Influentials-American-Tells-Other\/dp\/0743227298\" target=\"_blank\"><em>The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy<\/em><\/a>, authors Edward Keller and Jonathan Berry identified five different types of Influencers:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Activists<\/strong> \u2013 People who get involved on the ground level through community events, local politics and spearheading grassroots movement online and off.<\/li>\n<li><strong>Connected<\/strong> \u2013 These are people with influence in the social media world.\u00a0 These people have active profiles, media feeds, video channels and other social media outlets with a lot of followers or subscribers.<\/li>\n<li><strong>Impact<\/strong> \u2013 Trusted authorities and people with an established record of involvement in a particular cause are seen as being especially impactful.<\/li>\n<li><strong>Active Minds<\/strong> \u2013 Connecting your company or product across a wide segment of the population hinges on connecting with people who have diverse interests.\u00a0 These \u2018Active Minds\u2019 provide a bridge between your company and people who may not normally know about your or your work.<\/li>\n<li><strong>Trendsetters<\/strong> \u2013 This is the most traditional group of Influencers; the people who set the trends by being the first to wear something, use a new gadget or throw their weight behind a political or social issue.<\/li>\n<\/ul>\n<h2><\/h2>\n<h1><strong>Connecting with Influence<\/strong><\/h1>\n<hr \/>\n<p>&nbsp;<\/p>\n<p>Once you know what an Influencer is, it\u2019s time to find the people and organizations who fit the bill in your industry and connect with them directly.\u00a0 Searching online for people who are well known within the industry is the first step to identifying Influencers.\u00a0 There are a number of tools companies can use to identify Influencers based on almost any criteria imaginable.\u00a0 These tools include applications which find, identify and even prioritize potential Influencers in a specific industry.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/blog.kissmetrics.com\/influencers-who-want-your-content\/\" target=\"_blank\">Connecting with Influencers<\/a> is best done by giving them what they want \u2013 something to write about.\u00a0 Reaching out directly to Influencers via email can be the best way to get the ball rolling.\u00a0 Appealing to their ego shows that you acknowledge the reach they have and that you understand how much they can bring the table.\u00a0 Simple content driven activities which can help your company connect with Influencers include<\/p>\n<p>&nbsp;<\/p>\n<ul style=\"list-style-type: disc;\">\n<li>\u00a0<strong>Group Interviews<\/strong> \u2013 A group interview poses the same question to a number of Influencers in a given industry.\u00a0 Articles simply outline the question and then list the responses.\u00a0 This gives readers the chance to see what several experts think and also connects your company with leading names in the industry.<\/li>\n<li><strong>Best Lists<\/strong> \u2013 Creating a list of the best applications, most useful tools or the best resources for your industry is an ideal way to reach out to Influencers and begin a relationship.\u00a0 Asking to include them on your list strokes their ego and lists are incredibly popular when it comes to content sharing.<\/li>\n<li><strong>Ask the Pros<\/strong> \u2013 Creating an expert guide on an issue related to your industry lets you reach out to Influencers and offer the public genuinely useful information.\u00a0 This helps to forge relationships with those Influencers and promotes your company as a valuable resource as well as a collaborative organization.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Connecting with Influencers through content creation offers a number of benefits.\u00a0 Cross-promotion helps companies to reach a wider audience while collaboration helps to generate new ideas.\u00a0 Asking an Influencer to review a product, write a guest article, record a podcast or otherwise get involved with your company helps to broaden your reach and exposes you to that person\u2019s audience as well as your own.\u00a0 The Influencer will want to promote their own work and will, by association, promote yours as well. This collaboration promotes your company and shows your commitment to teamwork, community outreach and connectivity.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>About author:<\/strong><\/p>\n<p>Bob Ferguson represents collegehwhelp, a website designed to help students.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Marketing isn\u2019t a one size fits all proposition.\u00a0 Marketing efforts targeted at customers, other companies and the general public each have their own nuances and approach.\u00a0 Marketing to influencers has become one of the fastest growing sectors of marketing and, with its new found popularity, comes a fair bit [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15583],"tags":[16498,16499],"class_list":["post-30638","post","type-post","status-publish","format-standard","hentry","category-content-writing","tag-connecting-with-influencers","tag-influencers"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - 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