Influencers are opinion leaders and multipliers on the social web. They are influential people on the web, such as bloggers. Accordingly, influencer marketing is a marketing method that involves these influencers.
In order to disseminate their products and content to suitable people in a targeted manner, many companies rely on so-called influencer marketing. Influencers can be influential bloggers, online marketers or SEOs, for example. They are interesting for marketing companies on the social web because of their reach, reputation or expert status. Relevant influencers act as multipliers by spreading the content of companies to their audience.
Companies pursue various goals when contacting influencers, for example:
- increase the company’s visibility on Google
- Increase awareness of the company
- drive traffic to the company’s website
- generate more social signals (likes, comments, etc.)
- Link building
What is influencer marketing?
Criteria for selecting suitable influencers
Which influencers are suitable for a company as cooperation partners depends on the respective market and target group. Companies should first ask themselves who the most important opinion leaders are in their industry. The following factors provide clues as to which individuals are suitable as influencers for a company:
- Activity on the web
- Activity on social media channels such as Facebook and Twitter
- Number of relevant contacts
- Fan and follower numbers (for example, Twitter) of the influencer
- Expert status on a particular topic
Finding and approaching influencers
The first port of call for finding influencers is the personal network. Asking personal contacts to spread your content is far more promising than approaching unknown people. However, building up a good network takes time and the contacts must be maintained regularly.
In addition, it makes sense to research the web and social media for suitable influencers. Various monitoring tools are available for this purpose, such as Social Mention, Tweetreach and Google+ Ripples (click on “View distribution” next to publicly shared posts on Google Plus). Companies can also use agencies to help them identify and target influencers.
Companies often contact influencers via email. Addressing them at industry events is also promising. In order to successfully seed content via influencers, companies should be aware of the extent to which their own content is relevant to the influencer. Is the content unique and to what extent does it add value to the influencer’s audience? It also helps to stream and mention relevant content from your contacts as well.
Well-connected influencers can be very valuable to businesses. When identifying influencers, the reach in the respective industry is important, but qualitative aspects should still be in the foreground, according to many experts. What counts above all is the people with whom an influencer is networked and the extent to which he or she counts as credible from the perspective of the target group.
When addressing influencers, personal contact is particularly promising. The quality and relevance of the content offered to him is important. Because only if the influencer recognizes added value for his contacts or himself will he be willing to share the company’s content.
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