What is Influencer Marketing?
This form of marketing can be understood as the practice of focusing on people who have an established credibility and audience. They are individuals with a voice that persuades others by their authenticity and “easy to relate to” content. We look at influencers as the public figures who emerge from the crowds and impact our decision making abilities.
The concept of influencers comes from the very beginning of our life span. Our parents, teachers, friends and other important individuals have advised and influenced our choices due to which we always learn from others before we take any leaps. The next question is, “What drives us to learn from someone who we only know through glamorous profiles and their extravagant number of followers?
The answer to that can vary from “They have seen more than us” or “They are interesting and good looking” and more. Whichever way the response goes, it is concluded that these individuals have the power to engage, educate and attract you.
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When you align with an influencer, not only do they bring their audience, but they also bring their audience’s network as well. Because of the loyalty of their audience, an influencer has the ability to drive traffic to your site, increase your social media exposure, and flat-out sell your product through their recommendation or story about their experience.
Once we understand the importance of Influencers, we question ourselves on how we can build relations with these individuals. Let’s understand that further by looking at influencers on Twitter, which is a popular space other than the blogger forums that gives influencers an area to practice their voice and creative flare.
Show Your Love
You can begin by following them and then showing your love when an influencer tweets any message which is relevant to you or your brand, retweet these messages and also the links to their blog.
Ask For Their Opinions
Frame simple questions and @mention their handles. This will show them that you value their thoughts and appreciate their expertise.
Mention and Express Gratitude
Once you have caught their attention mention them and express gratitude, it is always best practice to get a quick “go ahead” on any content that you may want to disclose to a mass audience about an individual. Your influencers may have fans who might not like you misusing their influencer’s position so it’s best to have them onboard.
Write about your influencer and @mention them in a tweet for them to share. This is a way of joining.
Once you have formed a bond, stay connected by continuing to talk to them and retweeting their posts. When you find the right space and time, invite them to write exclusive content/write a blog or mention you in their video log and they will be more than happy to do so. Always remember, influencers are not your celebrity endorsements. They have a voice of their own, a self created fan following and it is important you find influencers who are interested in your offerings.
Don’t forget that they are passion driven, so if you include them in your pre-launch process, give them the elite treatment, and involve them alongside all marketing campaigns, then your influencers will become more a part of your team than one-off novelties.
About the Author: Zafar Rais is the CEO of Mindshift Interactive and has a well-heeled experience of 15 years in areas of Marketing, Branding, Business Development, Operations, Research and Product Innovation. Through his entrepreneurial venture he promises to deliver an Insightful Digital Outreach for businesses and create a Social Media presence that is intelligent, impactful, innovative and, most of all, sustained.