Why should I win
5 steps to attract influencers and multipliers for your company
Why do some bloggers and content marketers seem to appear out of nowhere and find a large audience in a short time?
Are they awesome, overwhelming, and awesome? Do you have any magic powers?
Some are really awesome and have extremely good content.
But that alone is not enough. To become known entirely on your own, that takes a lot of time and a lot of work.
A strategy that leads to greater awareness has existed in the offline area for thousands of years. At some point it was carried over to the online world by some clever minds.
Unfortunately, this is not a new glittering instant success technique that "guaranteed" and "effortlessly" leads to sensational fame.
It's a simple (but not an easy) strategy to gain awareness:
Participate in the influence of others
In my department, controlling, you keep asking yourself: What is cheaper, do it yourself or buy? Or: buy or rent?
The cheapest thing is usually: Share with someone else. If you don't have any influence yourself, you try to share it with someone who already has it.
Why would someone else share their hard-earned influence with you? Because you give him something in return.
What exactly? I'll get to that later.
Good content and good performance are still the basis. You are unlikely to find a real influencer to support you when you deliver poor content and poor performance.
The only difference is that someone helps you to become visible in a wide field. So you are looking for influencersstrategically and systematically out.
And why does a customer choose one provider and not another?
In order for the customer to buy from me, they first have to know about me. In addition, he must be interested in my solution and trust that I can implement the solution in such a way that he subjectively perceives it to be effective.
Trust is now boosted when I am recommended by someone who is already trusted by the target audience.
If I am recommended as a controller by the tax advisor to one of his clients, I am as good as in it.
Social Proof: The Reason It Works
In my time as a failed tear-open artist, I was sometimes out and about with a little guy who radiated charisma like a Roman beacon.
Whenever I was by his side, I also got the girls' phone numbers because they believed that if he messed with me, then I was just as cool.
This is also called social proof: if someone whose status is rated high finds something good, then it is probably good too.
6,000 years of history prove this conclusion is incorrect, but the trigger still works.
In the case of smaller companies, one of the strongest influencers is usually the tax advisor. For the pharmaceutical industry, it's the doctors because patients take what Uncle Doctor says. In the case of fashion, on the other hand, it is film or pop stars who influence a lot of people.
Now we know why it is beneficial to attract influencers. But how does that work exactly?
Step 1: Find the optimal candidates
Who are the key influencers in your industry or niche?
As a controller, I'm biased and say you should use a table for this:
In the first column you name your candidates. In the second column you enter the role or function of the person concerned. Also leave some space free, more will come later.
Where and how do you find the candidates?
You have already heard of some of them, but you can write them down out of your head. Others are popular writers, for example. B. can be found on Amazon. Last but not least, you can also use the good old search engine.
A good indicator of blog influencers is having lots of meaningful (not trolling) comments. This means that many readers actively deal with the content.
The biggest challenge is the contact information. The more influence the person has, the more shielded they are.
You will likely have to pass secretaries and agents. The “smaller” influencers can often be reached with a simple email.
And how many influencers should you contact?
It depends on your industry and what is going on there. In some areas there are many influencers, in others fewer.
A number of seven partners with whom you work solidly and regularly is easy to manage.
But you won't end up with everyone. To start with, it is therefore a good idea to identify around 30 possible people.
Step 2: sift out the best
Not all influencers are created equal. Some have more influence, some less.
Many networkers make the mistake of approaching all possible “target group owners” in the same way. But that doesn't make that much sense.
Since you have to invest more time and energy for some, you should first categorize your target persons:
- Top influencer - These influence the decisions of thousands People who are important to your target audience.
- Important influencers - These have an impact on several hundreds your target audience.
- Relevant influencers - These have enough influence that you're at least double that costs you can get back into your contact initiation.
If you don't make it in one of these three groups, you remove them from the list.
But how do you know who is especially important and who is not?
Refer to the table from the first step. In the third column you estimate how relevant the person is for your company:
For me as a controller, for example, someone who has a great influence on medical practices is almost irrelevant. For someone whose business is organizing doctor's offices or selling doctor software, that influence is there very relevant.
I am interested in someone who has an influence on the commercial decisions of medium-sized companies. Those, in turn, are completely irrelevant to the doctor's office advisor.
So rate how relevant the target group is to you on a scale from 1 to 10.
In the fourth column you estimate how large the number of members of the target group is that the desired person can influence.
How you rate that depends, in turn, on your company. For me as a single controller, a tax consultant who has influence on 50 medium-sized companies is extremely interesting, because one job alone brings enough money that I can invest a lot of time in maintaining contacts.
On the other hand, if you're selling a low-cost service, you need someone who can influence the opinion of thousands or hundreds of thousands of potential customers.
Finally, evaluate how strong the influence the person has on your target audience. I would reserve the maximum for cult leaders whose followers uncritically do whatever the guru orders! 🙂
In the last column you can add or multiply the values ... or weight them differently. For most markets, I would weight the size of the audience most affected.
Hm, but how do you even know who has how much influence?
There are several possibilities: There are statistics about some influencers, some create some themselves. Authors can be rated according to their Amazon sales rank. I would rate bloggers according to the Alexa rank, but above all according to the number of subscribers, qualified comments, social media shares and social media following.
Step 3: get their attention
Now it’s really getting started: after you know who to approach, it’s time to start! 😉
First of all, there are the influencers from the third category, i.e. the people with a relevant influence. You can contact them relatively easily without first conquering gatekeepers.
While you are reaping the fruits of this work and experiencing initial success, you will work on making contact with the other two categories.
The first category in particular is logically the most difficult. Here you will need a while to win them over to your cause. That's why you start right away. Preheat the contact and slowly make eye contact before you march over and ask for a date.
What steps should you take to preheat?
- Step 1: support the influencer - Influential people in particular watch very closely what is being spread about them in the media. If you frequently share their content on social media, they'll find out pretty soon. Unfortunately, some industries aren't as well represented on social media yet, but that may change. Therefore, assess for yourself what the near future of communication in your industry will look like. If you are going to appear in public, make a positive mention of your target person. State briefly and clearly what you like about his or her offer and why.
- Step 2: Make a visible commitment to the influencer's followers - You will keep seeing your target asking questions on social media. She asks her fans z. B. for help with the selection of a book title or a seminar title. She also asks what fans want to read more about. Participate in answering these questions, and do so in a committed and competent manner. If you do this more often, you will appear on the influencer's radar. In blogs or forums run by the target person, give good, substantive answers to questions from users. If you produce or participate in podcasts, answer questions that you know will occupy your influencer and their followers.
- Step 3: Give credit to your influencer - Send me a message of praise. Electronically, or even handwritten. Let your target person know that you value their content and why. Here is an important note: You have probably already received messages with “praise”, which clearly sound like schematic sloppiness. Sometimes people praise my content that they clearly have never read. So if you give credit, please be specific and justified and in such a way that the reader realizes that there is substance behind it.
- Step 4: Make friendly pointers about mistakes - If you find misprints or factual errors in blog articles, podcasts, books or other content formats, inform them in a friendly manner. Do not do this in a condescending or doctrinal way, but quite normally and naturally. For example: “Hello Bernd, in line 16 on page 28 in your book it should read 'pragmatic' and not 'prgamtisch'. Just a little hint. ”Also, if links on websites don't work, point them out.
- Step 5: make small contributions - Do you see anything that isn't working so well for the influencer? Organization, logistics, spelling? Offer help - if you really have something to offer in the field. Very simple things like setting up and dismantling seminars are also a good idea. Again, a little warning: we all know the rock star who takes advantage of his groupies. You will quickly find out something like that and then look for other partners.
Step 4: Ask about the first date
Before the date, the strategic question arises: How extensive is the support that you would like to have? Depending on how small or large your concern is, you need more or less lead time.
If you only want your target person to share one of your articles, a simple request is often enough. A guest post on a popular blog requires a solid pitch. If you want to be mentioned by the person in public, you need to build trust for a longer period of time. If you want to write a book with the person or have a baby, this will also take a long time! 😉
As already mentioned, a simple query is often sufficient for small goals. A simple, short email is often sufficient. But here, too, not every target person will surely comply with your wish.
Still, if you've been on the influencer's radar as an active supporter, then your chances are pretty good.
Medium-sized targets, such as B. a guest post or a backlink to or from an influential publication is not always easy. That is understandable too. These publications eventually became influential because they met quality standards.
In my experience as a guest author, the larger and more popular the publication, the longer the start-up, the more requests for changes on the part of the editorial team with regard to the focus, length and tone of my contributions.
Also, I would certainly not have dared to use the affenblog or Self-employed in the net if I had not already published on at least five other platforms with a good reader reaction.
To warm up and train, there are other publications that may not yet have the same reach as the prominent sites, but which have slightly less high barriers to guest authors.
Step 5: cultivate the relationship
After the first date, it's time for the relationship slowly to build up and consolidate.
What measures are there?
- Idea 1: Thank you for help - Has someone shared your content online, recommended you or mentioned you positively? Send a thank you note. Celebrities in particular are besieged by many passive people. An expression of gratitude makes you stand out from the crowd. Handwritten thank you letters are a real hit.
- Idea 2: Skype - Skype is much more personal than email. Casually give or ask the influencer your Skype ID. This doesn't put any pressure on, but it does provide a convenient way for your target to contact when he or she wants to. If you're connected on Skype, show interest. Ask about experiences or opinions. Your target should be able to relax and connect with you.
- Idea 3: a joint project - If you have an actionable idea for a project, propose it. It's certainly a good idea to start small first. For example with a jointly written blog article. Then continue with a jointly organized seminar or something similar. Unfortunately, working with “big names” in particular can become very imponderable when too many people are involved. Sometimes celebrity employees have their own agenda, not that much knowledge, or communication just doesn't work well. Also, not all who have achieved notoriety are smart business people. But when the project works, the partnership with the influencer alone is often worth ten times more than the project itself.
- Idea 4: face-to-face meeting - Does your target person live nearby? Are you going to the same conference next week? Personal exchange is not a must, but it helps enormously in building the relationship.
The more influential a person is, the more people want something from them.
Therefore there is also a long line of people willing to cooperate from the offices of z. B. Richard Branson, Robert Kiyosaki or Tony Robbins.
You are most likely to be accepted by someone who has made influence if ...
- you actually have something to offer and say.
- you have already achieved a lot on your own.
- the influential person benefits from it himself.
- it can be seen that you are one of those who persevere.
Successful people are usually very happy to support others. This is why generosity is an integral part of most success stories.
Just the fact that you deliberately If you take targeted and strategic steps to connect with the right people, you'll be 99% ahead of the crowd.
And who knows, maybe you will soon be the next influencer yourself?
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