Cutting through the web noise gets easier when you begin influencer marketing.
Beyond creating shareworthy content on your own site, you pay bloggers (influencers) to write related content in which they either mention your brand or share direct links to your site or similar posts. (Guest blogging is something different.)
It’s a tough game to play since you want the content on your own site to be more remarkable than the site they were referred to you on. This, though, is another blog post. More importantly, influencers are there to amplify your content, but not without a price.
Some influencers work for a flat rate while others (most) charge based on the number of followers they have (in other words, the number of people they can tell you will likely see the content). If you’re getting skeptical now, good.
The problem with influencer marketing is agencies, brands and marketers alike filter influencers by their followership from the git-go.
I don’t want to see a garden influencer that has anything less than 4,000 likes on Facebook or 20,000 UPVs a month or 15,000 Pinterest followers.
The fault here is that influencers are not anyone with lots of followers. Influencers are those who have an audience who could feel part of your tribe if they would just learn about you. Influencer followers ought to be engaged with the influencer, be repeat visitors and be people who share the influencers posts already. Influencers with an engaged audience of 500 trumps influencers with a 15,000 following of people who don’t interact.
When it comes down to it. Care.
- Care about the content you’re putting out there
- Care about the influencers you’re hoping to connect with
- Really do care about them, engage with them, meet them for coffee if you can
- Care about the type of audience your influencer has, is it really the one you want?
Stay Positive & Now Go Start Influencer Marketing Right
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