Recently I sat down with a potential client to discuss her massage business. As is typical with any meeting with a potential client there is the wish list and the must list. I always ask how their target market is and most clients give me a deer in the head lights look as if to say: EVERYBODY!
Yes, maybe everybody is your market but that is not your target market and not where you will find your influencers. Your influencers are going to be those people in your target market that keep coming back for your goods and/or services.
That is when the a ha moment occurs and I am now able to go into more detail about how you can find influencers in your social media marketing campaign. There are lots of tools and apps to help identify those that are sharing/re-tweeting and mentioning your content but the focus of this post is to help you identify what to do after you have figured out who your influencers are.
Let’s say that you have been running your social media marketing campaign for a quarter and you have generated likes and follows via Facebook, Instagram, Twitter, etc. Now what you do with those numbers is what is important.
Delve into your analytics to see who is talking about you the most and then figure out why they are talking about you. Are they re-tweeting the same content links repeatedly? Are they sharing the same type of content on Facebook over and over? If so, then you know what appeals to that person and more than likely what their network wants to read about.
Now you can do a few things:
- Connect with that person using your brand by singling them out with a recognition post. Something as simple as Thank You to @XXXYYYZZZ for sharing the most content this month. A couple of things can happen from this simple step and that is that they are appreciative that you recognized them and they continue to share your content. The other fallout could be that those that are reading your content see this and decide they want to be recognized and they begin to share your content as well. Either way you are proving that there is a human side to your brand and it is not a computer generated content machine.
- Connect with that person in a way that asks them to collaborate on something. You can simply ask them for their contact information because you have an idea that involves them. After they have provided you with their information, say Thank You, and then send them your best pitch. Now you are trying to develop your community further but you need to make sure your pitch is done so that they see the benefit to them. More exposure for them to those in your business silo is a tremendous benefit and you are dedicating space from your brand to them.
- Simply provide that influencer with a product of yours for free. It is the least you can do for them marketing your brand/service for free. Again, this also opens up the opportunity for others to begin to interact with you more because they will want the free products. Assume you don’t have products to give away, but how about a Starbuck’s card for recognizing them? It is simple and may cost you $10 but the goodwill goes a lot further than that.
Those are three simple ways to engage your influencers, after you have identified your target market and who your influencers actually are. These simple steps will keep those influencers of your brand and help to build new influencers for your community.