Digital Marketing Blog

32 Experts Reveal Their Influencer Marketing Strategies

Published June 6, 2017 in Influencer Marketing - 4 Comments
This is a group image of John Rampton, Shane Barker, Ana Hoffman, Andy Crestodina, Sean Si, Zac Johnson, Mandy McEwen, Bill Slawski

In my last post I explained a few methods to build a relationship with social media influencers. But I was still feeling that we can talk a lot more on Influncer Marketing. That’s why I decided to outreach to a bunch of experts and ask them to reveal their Influencer Marketing Strategies…

Shane Barker

Website: shanebarker.com

shane barker influencer marketing

The key to success in influencer marketing is choosing the right influencers to work with. I can’t stress on this enough, as you can see from some of my posts on my blog. You need to find an influencer who fits your brand image, and who can effectively influence your target audience. Otherwise, no plan – no matter how good – will have the desired impact.

But even if you find the perfect influencers to work with, you can’t execute a successful influencer marketing campaign without a proper plan that outlines your workflow.

Let me give a brief step-by-step of how we normally execute influencer marketing campaigns.

It starts with identifying an objective. What does the business need or expect from the campaign? Do they want to raise brand awareness? Or maybe they want to increase sales? This step lays the groundwork for the next stages, especially with determining what kind of influencers to look for.

Then we draw up some ideas for what kind of campaign we wish to execute, (based on the objective). For example, we may consider executing a giveaway contest if the main goal is to raise brand awareness and engagement.

Based on these ideas, (and the objective), we define the kind of influencers we wish to connect with. Maybe it’s a top influencer in the relevant industry if the main goal is to raise brand awareness. Or maybe if we wish to execute a campaign in which an influencer creates something original using the product being promoted, we would want to look for top content creators.

Now comes the step where we draw up a compensation model. By this stage, we understand what kind of influencers we plan to work with, and what kind of campaign we’re going to execute. These insights will help us come up with a model that’s beneficial for both the influencer and the brand/business.

Pay-per-post is the most popular compensation model, and it can be beneficial for the brand because they know exactly what the campaign is going to cost. But in some cases, such as when we wish to drive more conversions, you can use software like Scoutsee where influencers can recommend products and earn a percentage of the sale for every conversion they drive.

We then start our search for influencers. For this step, we normally use tools like HYPR and Insightpool. Using these tools, we can easily gain access to some of the essential stats about each influencer such as their number of followers, engagement rate, etc.

After identifying the influencers to work with, we plan and execute our outreach campaign. We use emails to reach out to influencers we wish to work with. And we always try to build a personal connection with the influencers so that there’s a more authentic partnership between them and the brand.

Once we have enough influencers agreeing to work with us, we execute our campaign. After execution, we track the performance of the campaign and make necessary adjustments to further optimize our efforts. And that’s about it.

John Rampton

Website: johnrampton.com

john rampon

My influencer marketing strategy is targeted to those individuals that reach my audience of small business owners and freelancers. I’ve used my own research as well as relied on an influencer marketing agency to reach a very select group of influencers to maximize the return on my efforts.

Ana Hoffman

Website: TrafficGenerationCafe.com

ana hoffman

Simple: connect with people who truly interest you. When you do that, the sincerity of your engagement will open all kinds of doors.

Andy Crestodina

Website: orbitmedia.com

andy crestodina

It’s an exchange of value. That’s the key to influencer marketing. In the world of content, the collaboration is typically a contributor quote, a roundup or an interview. Here’s the trade:

  1. You get a little content and access to their network when they share
  2. They get exposure value

Since you’re not paying them, you need to maximize the exposure value you give them. Do do this well, make them sparkle in your content. Make them look good.

For that contribution, do everything you would do for a testimonial quote. It’s the same thing. Add the face, the name, the title, the company and the link. Also, call out the most valuable part of the contribution and make it a headline.

andy crestodina influencer
source: How To Write a Testimonial

Do this and the influencer will be more likely to share the piece and pass more value back to you!

 

 

Sean Si

Website: seo-hacker.net

sean si influencer from seo-hacker

For starters, like any other marketing strategy, focus on your intended audience. Once you narrowed that down, you can choose your influencers on the specific niche.

A great tool that can help you out on this process is Buzzsumo. With the use of their Influencer function, you can just simply type in your intended keyword or niche then it will give you you’re own list of influencers: from bloggers, journalists, companies, even down to regular people. A complete time-saver.

Also, figure out the purpose of your campaign by asking yourself these questions: Is it for awareness? For increasing followers? Do you want your audience to buy a product or try out a service?

Lastly, which channel are you focusing on: Social Media, Google, Email, Quora, Reddit, etc.

One great approach is really something like this article: Expert Interviews or Roundups – creating content that reaches out to industry leaders is a good way to get the word out while also hearing what they have to say about your product or niche.

Once the content is published, thank them and give them the option to share it on their pages or accounts. Essentially, their audience becomes your audience and vice versa. A creatively awesome way of making relationships while gaining followers in the process, if you ask me.

 

Zac Johnson

Website: blogging.org

zac johnson from blogging.org

What I have found to be as one of the most effective influencer marketing strategies is to have my own platform (which would be my blog and social outlets), then using content marketing and outreach to get my expertise and message in front of new audiences. This is usually done through expert roundups, guest blog posts, interviews and podcasting. The important thing to keep in mind here, is to always provide the best value possible, while also redirecting users back to your main site where they can subscribe and learn more about you.

 

Mandy McEwen

Website: modgirlmarketing.com

mandy mcewen modgirlmarketing

The best way to start building relationships with influencers is to follow the influencers you want to connect with. Read, engage with, and share their content. Learn from them, leverage them, and form partnerships. You never know what opportunities will arise when you cultivate your audience through thought leadership.

Also, make sure your content is influencer friendly to make it more likely that the influencers you reach out to share your content.

I recommend:
1) following them on social media and mentioning them in posts you think they would be interested in, like adding an influencer handle to your Tweet and if it’s relevant to them
2) curate lists of top influencers related to your industry, for example a list of the top marketing experts to follow on Twitter and then let them know they made your list
3) ask to be a guest blogger on their site OR ask them to contribute their expert insights to your content and make it easy for them to do so
4) use their expert commentary in your content and link to their resources and then let the influencer know you used their insights and linked to them
5) ask for testimonials or reviews. If you are selling a product, share it with an influencer for free in exchange for their input and/or a testimonial

Overall, you want to make sure your content SUPER easy for EVERYONE to share, including influencers. Make sure you have social media sharing icons and /or tools like “click to tweet”.
One of the best ways to promote your content is to NETWORK and leverage other INFLUENCERS. By leveraging current influencers to help share your content, they will in turn help expose you to a much larger audience than what you can reach on your own.
Create awesome content that’s valuable to your audience and get other influencers involved. Quote them, link to their resources, use their knowledge in your posts and then reach out to them. Let them know how helpful their info and resources are, that you utilized them for your latest blog post, etc and ask if they would be willing to share.

The quickest way to gain the attention of other influencers is to have them contribute to your content. Expert roundups are incredibly popular and one of the best ways to network with influencers AND build your authority simultaneously.

Expert roundups create a domino effect b/c not only are you creating an awesome article with insights from top experts BUT those same experts will more than likely share the article out to their network b/c it mentions them and their ‘expert insights’. Win-win situation.

Because if no one is seeing your content, it might as well NOT be there. The whole point of creating content is to get EYES On it – get people reading, watching, commenting, LEARNING from you and influencer marketing can help you do this.

Retweets, likes, shares — these are all indicators of reach. Yet, they do little to tell you if your resources have been well-spent. You also want to consider indirect forms of promotion like comments on your blog, first time visitors, and new email or phone inquiries from prospective customers. Ultimately, you want to assess measures like conversions (purchases, registrations, downloads) attributable to an influencer’s posts. Google Analytics can help you observe the source of online traffic, but you will might need a more robust tool, such as:

Webfluential: Uses advanced algorithms and tracking to measure ROI.
Augure: Tracks influencer mentions and sends email updates when a desired action takes place.
Mixpanel: Go beyond page views to see if clickers are taking the desired actions to convert.

My biggest success with influencer marketing has been in collaborating with other influencers. Partnering with other influencers expands your reach, whether collaborating on products, workshops or other offerings. You can reach a wider audience when joining forces.
Overall becoming an influencer AND leveraging influencers is one of the best ways to grow your business and your bank account.

In fact, I will be launching a Mod Influencer workshop soon that will show you how to leverage your existing content and other influencers to sky rocket your own thought leadership in just 90 days.

Be the first to know about this workshop and additional free training programs by signing up at modgirl.consulting/workshops.

 

Mike Brown

mike brown thebloggingbudha

Website: thebloggingbuddha.com

I have most recently upgraded my email marketing software to Drip.co which is a true email marketing automation platform that supports the creation of workflows. I also switched over to using Thrive Theme products for opt-ins and landing page creation. Thrives stated mission is to create conversion focused applications and with these two new platforms I am able to accomplish greater segmentation. I am creating more user specific email campaigns targeting users based on the actions they take within email and on my website. I’m also redeveloping my website thebloggingbuddha.com. The new website is being built as a true Membership site offering courses, live training calls, and a robust forum community. Once the new site is launched I will be engaging in retargeting ads on Facebook based on the segmentation from my email and website. So in short I’ve moved over to platforms that are designed to allow for true influencer marketing. My advice is to make sure you have the right tools for the job. Without the right tools your objective will be much more difficult and in some cases impossible.

Bill Slawski

Website: seobythesea.com

bill slawski seobythesea

I like sharing research with others in my industry to help us all grow.

Jitendra Vaswani

Website: bloggersideas.com

jitendra blogger

Influencer marketing strategy is one of the powerful game in the IM industry and I am myself doing lot of influencer marketing for my product SchemaNinja.com. For doing effective influencer marketing your goals should be very clear and make sure you have monthly and weekly calendar plans so you can see how your progress is going. Before reaching out to influencers or building a list, you need to understand the influencers in your industry. Map out the different segments. To attract influencers find out your niche influencers this will get you lot of traction because your target audience is there only and you can create your brand awareness there. Segmenting out influencers is key strategy and then approaching these influencers through any social media channels like Instagram, Twitter or Facebook. Check out on which platform your influencer have maximum reach target that and make your plan for that. You can use tools like Ninjaoutreach or Buzzstream for discovering influencers in your market. When outreaching influencer be very nice and humble don’t be so pushy offer the benefits and create win win partnership always. This will help your product to get more exposure from the influencer.

Luke Fitzgerald

Website: wolfgangdigital.com

Luke Fitz seo expert

Here at Wilfgang Digital, we use a combination of tools and techniques for handling influencer marketing. The approach varies greatly depending on the client, the sector in which the operate and whether or not their content is naturally ‘linkworthy’ or not, but a decent content-led outreach strategy always begins and ends the same; with some in-depth analysis using FollowerWonk, BuzzSumo and the Twitter Advanced Search function. From that, we build out potential link building ‘audiences’ based on metrocs such as reach, relevance, geography and each influencers associated domain metrics.

The tricky bit comes next, whereby we reach out and forge some mutually-beneficial relevance which acts as a platform on which to bridge the gap between our clients and our influencers respective audiences. If the pitch is right, it can work a charm, but if not, expect tumbleweed! We try and stick to a rule of ‘if I received this mail myself would I bin it or respond’, if it’s the latter, then it’s worth pursuing, if the former, then back to the drawing board!

The end result of these efforts varies, depending both on the material you have to work with and on how well we’ve managed to forge a truly symbiotic relationship with our network of influencers. Ideally there’ll be links and shares aplenty but you have to kiss a lot of frogs before you find your prince in this game.. practice makes perfect!

 

Steven van Vessum

Website: contentkingapp.com

Steven van Vessum from contentkingapp

Influencer Marketing is all about building and maintaining relationships. But, if you’re not a likable person, and you don’t have a likable company or product your influencer marketing efforts will be in vain. In order for you to get something from your influencers, first you need to give. Help your influencers. If you do well, they’ll return the favor. Also, it’s important to understand that doing Influencer Marketing remotely will only get you so far. Meeting up in real life with your influencers will really help your relationship forward. You’ll experience life together, creating a bond. You’ll have mutual (potentially embarrassing) memories to reflect upon 🙂

Nathan Shivar

nate shivar seo

Website: shivarweb.com

There’s no one strategy that has worked every time for me in the past. It always depends. But – the simplest way to get attention of influencers is to use advertising tools to reach *only* them with a specific pitch. Identify a platform or place where you know influential customers will be at. Figure out a way to sponsor or pay for ads there. Even if no sales come from the sponsorship / ad campaign – the awareness can provide a solid foundation for follow-up or for the product to sell itself.

Cody McLain

Website: supportninja.com

cody mclain influencer marketing

We focus on the *right numbers. For example, if we’re targeting influencers (well, their audience) who are popular on platforms like YouTube, we’re not going to work with the biggest YouTubers. The best thing to do is to pick an influencer operating in your niche and then work with the one with the highest engagement. There are ways that certain influencers have cheated the system, either through the use of bots, etc, in order to fake popularity. The best security and strategy is to work with someone who has (for example) 20k+ subscribers and 15k – 30k views on each video. You’re bound to get a higher ROI from that, than if you went for the biggest fish.

Dave Nevogt

Website: hubstaff.com

dave nevogt hubstaff

We focus on the *right numbers. For example, if we’re targeting influencers (well, their audience) who are popular on platforms like YouTube, we’re not going to work with the biggest YouTubers. The best thing to do is to pick an influencer operating in your niche and then work with the one with the highest engagement. There are ways that certain influencers have cheated the system, either through the use of bots, etc, in order to fake popularity. The best security and strategy is to work with someone who has (for example) 20k+ subscribers and 15k – 30k views on each video. You’re bound to get a higher ROI from that, than if you went for the biggest fish.

Matthew Capala

Website: searchdecoder.com

matthew capalla talks about influencer marketing

I speak, write, and teach, and for each flow of work, a different influencer and pitch strategy is required. Our influencer strategy is data driven. We use a service called BuzzSumo to deep source data about the who, what, and where of targeted influencers. Buzzsumo quantifies the social media shares, amount of content about a subject, breadth of an influencers work, dates of their work, and location. Each contact we source from Buzzsumo is then placed into a tier of importance and placed within the broader company framework.

Our framework consists of a three tier system and depending on the tier, we have protocol and follow up system. Influencers are placed in tier 1,2, or 3 based on their proximity to a particular goal. Realistically, most influencer strategies are hybrids, but adhering to a strategy based on the goal of obtaining a speaking engagement, contribution space, or seminar and protocol to oversee your hybrid is paramount to its’ success. Within Buzzsumo there is a system of saving called Audience Builder and Outreach Lists, however we added a layer of complexity with our recording to organize based on my goals relating to speaking engagements, website contributions, and seminars.

 

Anil Agarwal

Website: bloggerspassion.com

anil from bloggerpassion

Help others before you seek help. That’s the mantra to succeed in marketing. If you want to get help from others, find out ways to how you can add help to others first. Don’t be a spammer, be a helper. Let others succeed first.

 

Dominic Wells

Website: humanproofdesigns.com

Dominic Wells influencer marketing

Influencer marketing as a strategy is a mixture of different tactics, and an ongoing process of just being visible and connecting with people in your industry. Tactics could involve things like..inviting people to take part in roundups such as this, or creating “top” lists that feature them as authorities in the niche, or interviewing them, or hosting their post on your site. It could also involve commenting on their site, emailing them, and just generally being their friend. So while there are lots of different “tactics” you can use to help get on people’s radars and get them linking to you or sharing your stuff…what really matters is the overall strategy of just becoming an active part of your industry and making as many friends as you can. People seem to forget that influencer marketing is a long-game and part of the bigger strategy, and they just send out a bunch of emails for one specific tactic. They then wonder why they didn’t get great results.

Mihai Vinatoru

Website: dwf.ro

Mihai Vinatoru SEO

Influencer Marketing is one of the most rewarding marketing strategies we use at DWF Romania, as most of our clients have national exposure. Integrated classic digital marketing with offline actions also requires influencer endorsement, as this is most of the times the only efficient way to tap into the attention span of some demographics. We actively work with teen vloggers, celebrities and nationally recognized professionals to test and review products or services of our customers. Although we have a solid database of influencers by industry and targeted age groups, we also try to get new names for every new campaign. The most effective approach is by directly emailing the relevant people with the proposal (and a short description about DWF and about the client). We also work with artist managers and TV hosts, that can provide guidance and valid contact data. We also classify as influencers those people that are especially active around a topic (for example organic food for kids), even if they are not public persons. We pitch them with native advertising proposals and cross-promotion of the content they create.

Melanie Nathan

Website: positiondigital.com

Melanie Nathan Influencer marketing expert

I use influencer marketing for link building. Not in the traditional way of paying hard cash to celebrities or online personalities who agree to endorse my clients though. How many SMBs can afford that?? Instead, I get influential websites to mention and link to my clients. For FREE. Simply by reaching out to them and offering something that absolutely every website needs in this age of social sharing and Google ranking algorithms… spectacular content specially designed for their online audience to eat up. They get the content. My clients get the exposure. Win for all involved.

Sarah Arrow

Website: sarkemedia.com/blog

sarah arrow is a top influencer marketing expert

Networking and being on the radar of your influencer is the secret to getting noticed. The next step is to know what’s important to them. When you know this you can tailor your influencer strategy around them. A lot of people think “one size fits all” but they don’t get the results that they’re looking for. When you know what’s important (it can be anything from a charity to book launch) you can adjust your approach. Remember that influencers get hit on daily with “great opportunities” so the opportunity has to be great for them and not just you. Craft your pitch and focus on what they need. Don’t ever offer them exposure… They have far more than you and you’ve wasted your chance. When emailing, reference your conversations on social media. Mention something that they’ve shared and then talk about how you could help with their upcoming launch / book stuff / webinar. Click send and wait to see if your offer is accepted. The purpose of this is two-fold – firstly to see if their needs are what you think they are and secondly to get a closer look at how they work. You can then follow that up with a better pitch and because you’re known and you’re helpful, your influencer is more likely to agree. Influencer marketing is something that is incredible beneficial and very easy to screw up – so practice on smaller audience influencers before you go for the big names.

Slavisa Gacic

Website: nettrafikk.no/nyheter

slavisa gacic seo norway

Our take on influencer marketing strategy depends on the branch and the client’s product(s)/service(s).

We first start with finding influencers with a specific reach. Consumers tend to trust reviews from a third party rather than a company.

If it is a product or service being presented, we would reach out to bloggers or experts with an appropriate readership base. We also try to share the knowledge from the different providers/distributors so we can establish one or more influencer/spokesman internally in every company.

This takes time but it is the only way to build a reputation as an expert company/spokesman where we are not depending on external services and people in the future.

For e-commerce shops we take it a step further and organize an “expert” panel to test different products and vote on the “best” product in that category.

In turn, the test is shared via social media/blogs, etc. At this point, we’d have another expert/influencer post about the results, generating content on your product. These methods help establish an organic reach in social media, Google, etc.

 

Alexandra Tachalova

Website: digitalolympus.net

alexandra tachalova talks about influncer marketing strategies

When it comes to working with influencers, my favourite strategy is based on bringing value to the people with whom you wish to build relationships. I’ve found that the most effective strategy here is to support influencer’s activities which are associated with their own businesses and interests

For instance, if someone has shared my post on SEJ, Moz, or any other well-known brand, that won’t help much, since it has already resonated with a sizeable audience. Also, if I have a post that I’ve published via my own site (where I don’t have a large audience), then I appreciate each shout-out and I remember the users who were kind enough to support me. You’ll need to spend some time figuring out what kinds of activities you should promote so that an influencer will find this valuable.

 

Yam Regev

Website: zest.is

yam regev from zest

As a Marketer with a super-pragmatic approach, I prefer to share a hack or a micro-strategy rather than a fluffy strategy with tons of buzzwords in it.
Influencer marketing is like an atomic bomb in a Marketer’s pocket, right?
The impact of a well-implemented Influencer marketing strategy isn’t just on top of funnel performance such brand awareness, credibility, and buzz.

In most cases, traffic that had been generated by influencers has a better conversion rate throughout the funnel. As the user starts his journey in your product/service with a more engaged and educated state.

So my approach is to try and harness as many influencers (or micro-influencers) as possible to help generate a MEGA Buzz.

When you time it perfectly and have each influencer push your content on different days of the week, you create something that I call Influencer Retargeting.

Meaning, influencers are sharing your stuff in a course of a week or two and it creates a huge awareness which then amplifies your credibility and passively convinces potential users to read your content or try your product.

It’s also important to make sure that all the influencers you partner with are associated with the same vertical (e.g. marketing/design/lifestyle etc.)
One extra tip: Pods. Heard about Instagram Pods? A pod comprises from members of a group who follow each other, and constantly like and comment on one another’s posts to keep pod members’ posts showing up in other people’s timelines.

This is a great way to boost your exposure on Instagram.
Now think what you can do with a Pod of influencers. The impact of such a group (whether it is on Instagram, Facebook, Inbound.org, Medium, etc..) is massive.
Try to create a micro-Pod and maintain it. It is priceless.

 

Stoimen Veselinov

Website: metrilo.com/blog

stoimen veselinov from merilo

I start the process with aligning my influencer goals with my overall marketing strategy. If I want to develop Facebook or Pinterest as a channel this year, I’d go looking for influential figures there.

Then, I’d spend some time going through my followers’ profiles. I’d look into their interests and pages followed for common influencers that stand out. This is a venn diagram of intersecting interests – they interact with my brand and with these influencers. I’d be going from thee ground up, trying to attract more people like my existing audience using people they like instead of just using the influencer’s audience.

Then, I start following and engaging with the influencer’s content – depending on the platform – so they notice me and hopefully remember me. Nothing cheesy or submissive, just joining the conversation.

Finally, I contact those influencers and offer them to try out my product or to do a webinar/ podcast/ etc. together. I have not offered money and I think you shouldn’t either.

The best thing about this influencer approach is that it’s free and high-quality, without using any special software. I recommend it for smaller and niche brands. Possible drawback is that it takes time and effort, which larger brands can’t spend.

 

Veronika Atanasova

Website: next-dc.com

veronika atanasova talks about influencer marketing

Influencer Marketing is THE thing right now and influencer is definitely the buzz word of 2017 so far.

Influencer Marketing is a very trendy topic right now and everyone wants to dip in it.
As any other marketing strategy i believe you should not jump right to it if you haven`t found it`s place it your general strategy.
Knowing the WHY of your decisions is key to success.
Here are 5 things i always keep in mind before our agency initiates a contact with an influencer to work with:

1. Define goals
What will be the role of the influencer?
Whether the campaign is influencer centric or the influencers are a part of a biger campaign, you need to have clear idea where is the right place for them and how you`ll elaborate and efficiently activate that channel.

2. Find the right Match
There are different levels of influencers you can pick up from so finding your perfect Match is key to the success of your campaign.
Example :
– Celebrity Status influencers – The Kardashians, The Hadid sisters etc.
– Macro influencers – Forbes top list ( link to here https://www.forbes.com/top-influencers/#7cb9283b72dd )
– Micro influencers ( on global scale ) – with 10,000 to 100,000 followers
– Local influencers – that has to be considered regarding your location because maybe you have some very influencial or highly recognized profiles which follower base in instagram can vary.
– Rising influencers – Those ones are my favourite, because your brand can grow with them and help them shape in the best authentic way

3. Have clear expectations
Approach the influencer(s) you want to work with the right expectations and clear out what “a successful collaboration” means for both sides and how you`ll achieve it.

4. Take the long way
Unless the goal of the campaign is a momentum, it`s better if you turn the influencers you work with into your partners because long-term relations can bring higher value to both sides.
The Influencers that work with less brands are considered as more selective, trust-worthy and loyal. These are qualities brands would be happy to be recognized for as well.

5. Don`t frame creativity
One of the benefits of working with influencers is that they are known and recognized for creating qualitative and interesting content, so instead of going to them with concrete words you want to put in their mouths and captions, give them a creativity freedom and create together the right way of your brands presentation through their channels.
That`s how you’ll keep it authentic and genuinely interesting for their audience.

 

Amy Higgins

Website: toprankmarketing.com

amy higgins from toprankmarketing

It’s a partnership.
Influencer Marketing is really a partnership between the thought leaders and the brand. Before engaging with influencers, you need to know what each party wants to gain from the relationship. Also, think beyond the 1:1 relationship between the brand and the influencer — think about the audience of each as well.
It’s a relationship.
In order for Influencer Marketing to work well, you need to also think about it as a long-term relationship. It’s not a single campaign, but it’s a relationship created to help all parties involved learn and grow together.
It’s a friendship.
I consider many of the influencers we engage with at TopRank Marketing close personal friends. We’ve had dinner together, we’ve laughed together, and we’ve even had a few travel mishaps together. Above all, I consider all of them my friends. We might have started our friendship from a business perspective, but I’m happy to say that businesses come and go, but friendships last forever.

 

Crys Wiltshire

Website: gshiftlabs.com

Crys Wiltshire reveals her influencer marketing strategy

I’ve seen influencer marketing from both sides of the coin; as a brand marketer at gShift, working with influencers for our brand or for our clients, but also as an influencer myself, with my family blog on the side. Our strategy at gShift has always been to spend more time in the discovery of influencers and to really build solid and lasting relationships. It is not a matter of just finding influencers. You have to find the right influencers for your brand. Likewise, as an influencer, I am selective about which brands I will work with. I have been hired by major companies such as Disney, Fisher-Price, and Huggies, but I have also been excited to work with small start-ups who are new and innovative in the family lifestyle market. At the end of the day, influencer strategy should be about working with people who are genuinely passionate about your brand. It will come across in the content created and will resonate so much stronger with your audience.

Murray Newlands

Website: chattypeople.com

murray newlands influencer

I focus on building strong relationships with the influencers I’ve identified. This means regularly talking with them, asking questions to better understand what I can do to help them help my brand, and listening to their advice on my audience.

Richard Conway

Website: pureseo.co.nz

richard seo new zeeland

There are several tools available, such as Scrunch, that allow you to discover influencers in your industry, define your influencer campaign budget, and submit a proposal hassle free. The problem with this approach is that it is quite costly – campaigns often start around $2,000, which is a big pill for a small business to swallow.

A more time-consuming but ultimately cheaper approach is to do good old-fashioned manual outreach and relationship building.

Step 1: Create a list of the top bloggers and influencers in your industry. We use Ninja Outreach to help create and keep track of our influencer lists. A Google search for something like “top SEO bloggers” or “top travel influencers in New Zealand” is another good way to get started.
Step 2: Look at your competitors’ backlink strategies. Run an Ahrefs report on their domain and make note of any blogger or influencer backlinks that they have. Add these to your list.
Step 3: Create really good content that your list of bloggers and influencers will be interested in sharing. This might include content that features their input, in which case you can politely request their participation via email.
Step 4: Share your content. Reach out with an introduction, a sincere compliment or insightful comment, and a link to your new content piece – “I thought you might be interested in reading my perspective on X.” If they share it, great. If not, don’t push it any further.
Step 5: Nurture your relationships. Follow them on Twitter, share their content, and comment on their blog posts. The more you build a relationship with your influencers, the more likely they will be to share your content in the future.

And that’s how you get influencers to share your content without having to engage in costly influencer campaigns.

 

Srish Agrawal

Website: logodesignteam.com

srish agrawal

Influencer marketing is all about getting your best content in front of the right audience, while using your expertise and trigger words/names to grab attention. Something that continually works well for us is creating original infographics based on existing and new information coming into the industry. Text reports are great for information, but they are extremely boring to read. We bring such information to life, while also gaining massive exposure for our infographic designs and brands in the process.

 

Brandon Johnston

Website: blogreign.com

brandon johnston from blogreign

While I might not be considered a ‘influencer’ myself, I definitely know how to take advantage of what influencer marketing has to offer. Instead of trying to build my own brand or business, I’ve mastered the art of expert interviews and connecting people with others. When I feature an expert roundup on another site with 50-60+ experts, this also brings some great exposure and name recognition for myself as well. If you want to accomplish this same type of content creation and outreach, start with a simple question and ask a few experts in your space. After a few attempts, you will start to get the hang of it and see how easy and effective it can really be.

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