93% of all marketers say that content marketing is a big part of their marketing strategy.
Now that’s a BIG percentage.
But despite the fact that hundreds and thousands of content is being produced and distributed, most of it is lost in the crowd.
So – how do you stand out from this noisy crowd and generate results from your content marketing?
One solution is Influencer outreach.
Because influencer outreach can increase your conversions by 3-10x.
Influencers usually have a big engaging audience.
They expose your content or brand to their followers through their post or tweet. This results in driving leads and customers if your content is good and offers real value.
So if you want to amplify your content marketing results, influencer outreach is a great way to do it.
The Benefits of Influencer Outreach
How powerful it could be to have an influencer promoting your content to his/her audience. It adds an element of credibility to your brand, don’t you agree?
It’s one thing to promote your content to your readers, but it’s significantly more powerful to have an influencer share your post and talk about it. This amplifies your reach on social media immediately.
The key benefits are:
Increased content reach: Having influencer outreach as one of your marketing methods allows you to tap into a large section of your target audience.
Your content will have the chance to reach thousands of readers.
Accelerated business growth: More readers mean more traffic and more subscribers for your content. All of which translates to sales.
High authority inbound links: Authoritative links are powerful and give a large boost to your ranking in the search engines. When you connect with the right influencers and they link to your content and blog, you earn powerful inbound links from those high ranking sites.
This makes your content and your blog rank higher in search engines for certain keywords, which draws more traffic to your content.
Step 1: Define Your Purpose & Build A Strategy
Influencer outreach requires a strategic approach. You should have a defined purpose and a well-planned strategy for how you will benefit from your outreach efforts.
Without a clear purpose, you will only be wasting the opportunity.
It’s essential to create guidelines to qualify influencers based on the content you are promoting. If your content is about ‘personal finance’ then you should be reaching out to influencers or experts in that niche who already have the target audience you’re seeking.
Having guidelines and systems to qualify will help you to target the right ones for your content marketing efforts.
Step 2: Target & Find The Right Influencers
Research your target influencers, read their blogs and content to make sure if your outreach will benefit both of you.
It is all about exchanging value.
Ask yourself the following questions like,
- What’s in it for the influencers?
- How can they benefit from it?
- Will their audience get any helpful information?
- Will this solve a problem for them or their readers?
If the content and your purpose are irrelevant to them, then it’ll be a waste of their time and will lead to rejection no matter how good your information is.
For example, my company is in the marketing niche, so the influencers I’d target would be PR and marketing blogs because the followers of these blogs can relate to my content and the platform we’re promoting.
Now – how would you figure out who is the right influencer for you to target?
Give your Influencer a ‘persona’.
Decide if you need an authority or a journalist or both to promote your brand.
Once you know exactly who is your target influencer, the next step is to find them.
Influencers from different industries hang out on different platforms, identify the right social media channels to find them.
If your content is more visual than you are more likely to find your target influencer on Instagram and Pinterest, for video content you might look out for them on Periscope and Youtube etc.
Figure out which channel is best for your brand and put all your efforts into that channel.
Step 3: Relationship Building [Do’s & Don’t’s]
Building relationship with the influencer is the most important part. It is difficult to succeed with your outreach campaigns if you overlook this part.
Your content posted or tweeted on Facebook or Twitter will not last forever, but your relationship with the influencers can last for decades if you do it right.
Instead of approaching the influencer only to promote your content, you should be eager and focused on bringing more value to the relationship.
It’s a simple formula, Give, Give, Give & Ask…That’s it!
Ask yourself, “What can you do to contribute more to the relationship?”
- Engage with them by sharing, commenting and liking their posts, tweets and videos.
- Leave a comment when they publish a new blog post – not just a generic one like, ‘Great article!’. Take some time to read it, choose a section from the post you really want to talk about and provide your thoughts about it.
- Mention them and one of their articles you think was actionable and helped you some way in your tweets.
- Be personable and remain sincere and authentic with your approach. Show respect and gain their trust.
Your relationship should grow mutually with time.
You can amplify your results by identifying the right influencers to promote your content.
Continue to create great content for your audience and partner up with the right influencers by using the methods and tools discussed here to gain more results for your efforts.
Are you using influencer outreach? Have you found it effective?