When it comes to getting major influencers to help with your marketing efforts, you can be embarking down a treacherous path. While it’s crucial to on-board folks who have a lot of sway with your market, you have to be careful not to rub them the wrong way.
In some cases, it can be just as easy to either get ignored by the influencers altogether, or goad them into giving you the wrong kind of marketing.
Here are three do’s and don’t’s to pay attention to when you are trying to get influencers to help market your product.
1. Do choose your influencers wisely.
First, and probably most importantly, is to choose the right influencers to reach out to. You want to make sure their following is actually part of your market. That way, your message gets conveyed to people who will actually have an interest in what you’re promoting.
For example, in 2010 when author Shel Horowitz published his 10th book, “Guerrilla Marketing Goes Green,” he quickly identified that the appropriate influencers for his market would be newsletter publishers, bloggers, best-selling authors and the like. He reached out to these influencers, and saw tremendous results from the campaign.
Based on a Google search showing 1,070,000 responses for an exact-match search for the book title, I estimate that at least 5,000,000 people were exposed to the campaign (that would be a very low average of five people seeing each page).
Also, remember that bigger isn’t always better. Victor Ricci of Trend Pie says that “targeting the big name social celebrities is nice but doesn’t always have the best results. When looking to get the lowest CPI, engagement is much more important than follower count.”
Related: How Influencer Marketing Moves Beyond Raising Awareness
2. Do amplify influencer messages.
Influencers are often under tremendous pressure to drive traffic to their message, so anything you can do to help them do that will be noticed and greatly appreciated. You should find an influencer you greatly admire, and start amplifying their content by sharing it on your own social media networks. Be sure to tag the influencer so he or she knows what you’re doing.
Digital marketing entrepreneur Spencer X. Smith found out just how powerful this courtship could be when he began sharing articles by Cheryl Conner of Forbes. He would share her stories on LinkedIn and Twitter, always providing his own thoughts about the piece and how his audience might use it. As a result of his efforts, Conner actually contacted Smith to be the subject of a feature article at Forbes.
3. Do offer influencers something to entice them.
Sometimes, just building the relationship might not be enough. Many influencers need something a bit more tangible than just you sharing their message, so you need to entice them. This could take the form of a charitable donation in the influencer’s name or something more along the lines of helping the influencer get even more exposure.
For example, Cloudways struggled at first to get influencers to promote its new cloud hosting management platform. They pitched a list of influencers one at a time, and were either ignored or told they were being too pushy. While part of this might be a lack of relationship-building first, what finally worked for Cloudways tells “the rest of the story.”
Cloudways reached out to influencers again, this time inviting them to be interviewed for the company’s blog. This got the attention of several influencers, especially mid-level ones and the response was strong enough that Cloudways has published more than 120 interviews and has created a community that loves the company’s product and talks about it often.