November 03, 2015
/ by Maria Materise
Ninety-two percent of consumers listen to recommendations from strangers over brand content. So how can you make your audience trust you?
The answer is influencer marketing. Influencers are valuable brand advocates who expand your reach and grow your audience. With an influencer on your side, your audience is more likely to see your brand in a positive light and listen to what you have to say.
Cision’s new white paper, “Use Influencers to Expand Reach and Impact,” explains how aligning your brand with influencers will help you better appeal to your audience. The free white paper will help you use influencer marketing to:
Influencers are everywhere – you just have to go out and find them. Start putting your influencer marketing program together by following these three steps:
Want to learn more about how to appeal to influencers? Read “Use Influencers to Expand Reach and Impact” white paper today!
Chances are your audience is already listening to influencers. Bloggers, celebrities and social media superstars all have huge followings. When you make one of these influencers a brand ally, you gain access to their following, effectively expanding your own audience.
But you need to make sure the influencer you align with matches your goals. Research your industry to find the influencers making splashes in your market. A beauty blogger may have a ton of reach and influence, but they won’t do much for your brand if you’re a tech company, for example.
Influencers can come from anywhere. Even the average Joe has the potential to be a powerful influencer for your brand, especially if their audience is in tune with your brand’s products and services. Look for the people who are already advocates for your brand. They will be able to do more for your brand than the typical celebrity.
Once you’ve identified a few options you think may suit your brand or campaign, it’s time to do some research. Scour the Internet or use marketing technology, such as the PR software offered by Cision, to gather as much information as you can on your potential influencers. Cision’s media database provides 360-degree influencer profiles, links to social media accounts and real-time information on what topics they’re talking about.
Start by taking a look at their social media accounts. Do they have a lot of followers? Do their followers share or comment on their content? An effective partner for your brand is someone who can both attract a wide audience and engage them.
When contacting influencers, the first thing you should do is establish your goals. What do you hope this influencer will help you accomplish? Determine what metrics will prove success and devise a plan that will help you get there.
Then, pitch your influencer. Be clear and concise in your offer and include a call to action. Make sure the influencer knows exactly what they’ll be doing and why.
Don’t limit your outreach to just one influencer. Contact a few and keep track of your efforts. Start building your list of contacts, so you can come back to it for future campaigns. A new influencer might be just what you need to turn your campaign into a success.
Images: Vanessa, Iain Watson (Creative Commons)
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