5 Ways to Make Digital Influencers Love You
Feb 06 2018 | 03:00 PM | 4 Mins Read | Level - Intermediate | Read ModeVandita Grover Contributor, Ziff Davis B2B
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Vandita is a passionate writer and IT enthusiast. She is a Computer Lecturer by profession at the University of Delhi. She has previously worked as a Software Engineer with Aricent Technologies. Vandita writes for MarTech Advisor as a freelance contributor.
A digital influencer is someone who has successfully established credibility among a huge and active fan base. ‘Influencers’ can sway their followers’ perspective, assist in judgment and bring about a change by virtue of authenticity and reach. It takes special abilities to influence opinions and make your voice heard in the sea of generous opinions available today.
CONTENT THAT CONNECTS: WHY INFLUENCER MARKETING IS THE FUTURE OF GEN Z ENGAGEMENT
Gen Z is a business opportunity you can’t afford to miss. As 40% of the population commanding upwards of $40 billion in spending power, modern marketers need to build compelling strategies to engage with Gen Z.
Download5 ways to make Digital Influencers love you:
- Personalize and Build Rapport: First, identify the right influencers for your brand. In order to do so, you can use tools like Followerwonk, BuzzSumo or Little Bird to aid you. Once you have a match, invest time to connect further. Before reaching out to them, engage in what they are sharing. Comment to initiate thought-provoking discussions, ask questions and share your thoughts. Once the ice is broken; it will be easier to approach them. You can share their posts using your own insights to signal that you are consuming and appreciating their content.
- Align Values and Content: Technopedia describes three conceptual cornerstones of Digital Influence – Reach, Relevance and Resonance. Carefully analyze your influencer’s different social media profiles to see if their audience is like an extension of your audience. Find out more about their top values and hobbies, and if their content is similar to what you would want to share with your audience. If the influencer already believes in the ideology you have, the association becomes more natural and adds more authenticity to your campaign.
- Engage One and All: Yes, you might have a list of yourfavorite influencers, those who are at the top of their game but it’s also important to reach out to less-obvious influencers. Invest in building strong relationships, across levels.
- Offer Opportunities and Incentives: Create opportunities where influencers take the limelight by inviting them as guest speakers, asking them to participate in important milestones like product launches, etc. It’s a win-win for both, influencers get branded partnership opportunities and you get to strengthen your bond with them. Needless to say, this leads to more natural and meaningful social conversations too.
- Pitch: Digital Influencers are often swamped by brands requesting different sorts of coverage. Your pitch should be simple, short and crisp. It’s important that your pitch conveys its uniqueness and relevance to them, and for their audience. Research more about what the influencer expects from a brand so that you can make an offer that is mutually beneficial. Add a personal touch to strike a chord.
eg.Happy Morning, XYZ! I am ABC, Head of Marketing at Fictitious Car Company. I loved reading your article on Cost-effective Hatchbacks to look out for in 2018.>
Your ask should be as short as possible, mentioning how your values align and why it is a good idea for you two to collaborate.
Digital Influencers have a big impact on users’ preferences as the audience influencer relationship is built on trust and admiration. For brands to be able to leverage their digital influencers’ popularity, creating an authentic campaign together is paramount. Influencers will love you if you are well researched, true and persistent and value people.