Stop Writing for Your Customer Part 2:
3 Ways to Borrow Fans from Your Influencers
In part 1, we shared a little bit about why you should be focusing on the influencers in your niche, and offered some suggestions about how to find them and keep up with them to enhance your marketing strategy.
Here is part 2 of our series. Hope you enjoy!
So you have an idea of how to find who your influencers are.
Now it’s time to get to work and figure out exactly how we can find, target, and connect with them.
According to research conducted by The Nielsen Company, 92% of people trust individual opinions better than brands, even if they're complete strangers. Word of mouth can be a powerful thing, and as a brand you simply cannot do it yourself.
We're about to share 3 proven methods for tapping into the networks of powerful network leaders to increase web traffic, qualified leads and (naturally) sales.
Method 1: Guest Posting
Guest posting is one of the easiest ways to spread the word, get critical backlinks for your SEO strategy, and start networking with the people that your audience already loves. Never underestimate the profitability of this kind of digital relationship-building.
We have a whole other article about backlinks that you can check out, featuring a ton of great tips about guest posting.
Feeling shy? If you’re unsure of how to approach your influencers, here’s a template you can use to get started.
Hey <INSERT INFLUENCER NAME>,
My name is <YOUR NAME>, and my team and I have been following your advice for some time. We love what you do, especially <REFER TO A RECENT POST OR ARTICLE THAT YOU CAN ELABORATE ON IN YOUR GUEST POST> and I have some amazing new <TOOLS, TIPS, STATISTICS> to share with your fans that I think will give them a lot of value.
The <VIDEO, POST, INFOGRAPHIC, ETC.> is titled <INSERT PHENOMENAL TITLE >, and it features a ton of the cutting-edge research we use over at <INSERT COMPANY NAME> for product development.
We figure that putting it in your hands could help a lot of people, so why not pay it forward?
Anyway, we included an excerpt for you. Feel free to let us know what you think!
<INSERT ARTICLE EXCERPT or LINK or ATTACH ARTICLE>
<YOUR NAME & YOUR TEAM>
Method 2: Forum and Social Media Creeping
Forums aren’t out of style, and they probably never will be. If your audience has a problem, there are likely thousands of people out there that are obsessed with said problem and offering solutions to it.
The body-building niche is a great example. There is a wealth of forums with professional and semi-professional enthusiasts who likely have a decent Instagram following, health coaching businesses, or nutrition blogs that may be willing to share your product with their fans (if they think it’s good enough).
Sure, your brand might be targeting un-fit muscle-building beginners, but with these pros by your side you are much more likely to make an impact.
Shopify has a great article about how to find the best forums for your marketing efforts.
Note: Tread these waters carefully. Forums can be a hotbed of drama when it comes to spammy content. Avoid this by taking a sincere stance and using your account for market research and not just to promote your product or service.
Method 3: Exclusive Interviews and Piggybacking
Depending on the influencer and the nature of your industry, you may have an easier time getting the influencer to make content for you than the other way around. This is excellent for social media channels in particular, because oftentimes the personality and authority of the influencer matters more than a space on their blog.
Some influencers want the extra web presence, but others won’t be interested in doing the extra work. Regardless, it’s worth a shot. The easiest way to get the influencer’s persona on your blog is asking for an interview. It also involves minimal work on their part.
Here’s another template we’ve used in the past to convince influencers to get on our marketing channels.
Hey <INSERT INFLUENCER NAME>,
My name is <YOUR NAME>, and I’m with <YOUR COMPANY NAME>. I’ve been following your <BLOG, CHANNEL, TWITTER, INSTAGRAM> for a while now, and I love what you’ve been sharing.
We really want to get more experts on our <BLOG, CHANNEL, TWITTER, INSTAGRAM> to give our share some advice with our fans. I thought it would be great to do a short interview with you if you have the time. We can do it via video, audio, or email– whichever you prefer!
It shouldn’t take more than 20 minutes of your time, and we think our readers, <TRAFFIC STATS IF THEY’RE GOOD, SKIP IF THEY’RE NOT SO GOOD> and counting, will really love what you have to say.
Let me know what you think, and keep up the amazing work!
<FRIENDLY SIGN OFF>,
<YOUR NAME AND TEAM>
Put Your Influencer Marketing Strategy Into Action
So, before you go, take some time to think about and answer the following questions:
- 1. Who does your buyer trust when it comes to solving or understanding the problems that your product solves? Name at least 5 and list their follower count.
- 2. Where are your buyers receiving the advice that they need? Are their influencers of choice mostly on Youtube, Twitter, a particular blog?
- 3. Are you focusing your attention on that platform? What do you need to do to become more active on the media channels that matter most to your buyers’ influencers?
- 4. What are your buyer’s influencers sharing that relates to your product? How can you emulate that content without being overly sales-ey?
- 5. What does your Influencer want? How can you help them so they can help you?
Once you’ve answered these questions and sent your emails, it’s only a matter of time before one of your influencer’s bites the bait.
Remember to be reasonable about who you contact at first, and use some of our other link building strategies while you wait to build a solid network of influencers to help you out.
Need a Little Help?
Even with the plan laid out for you, the thought of devoting hours to your content can be daunting. You don't have to do it alone. Contact us now for a free consultation and discover how we can help you develop a profit-generating SEO and content strategy.