How to Find & Develop Relationships with Social Media Influencers

If you’ve been following my blog, you’ve probably read my posts on how unit publicity helps indie film, great advertising campaigns and tips on great tools to use to help manage social media and save time.

But with the rise of influencer marketing and platforms to help you manage said campaigns recent years, I’ve been asked about the best ways to develop influencer campaigns affordably.

If done correctly, influencer campaigns can drive word-of-mouth marketing and consumer growth, leading to influencers becoming brand ambassadors for companies. Brand ambassadors can help to generate fun and engaging organic content for your brand on a consistent basis, lead campaigns through email, social and advertising and help to elevate events you participate in.

In order to avoid missteps and choosing someone just based on their number of followers, make sure you outline goals you want the influencer campaign to accomplish and do your research on influencers.

With this post, I’ll be focusing on how to develop a plan for influencer marketing campaigns and how to find the best social media influencers for your brand.

Developing a Plan for Influencer Campaigns

As mentioned earlier, working with influencers can help to put a face to your brand and humanize the company. But how do you go about creating a plan to find influencers and run marketing campaigns with tangible goals?

You want to thoroughly plan out what you’re looking to do. Are you launching a new product or service? Is it an event you’re attending and/or organizing? Is it a promotion/contest you’re looking to gain more entries?  Who are you looking to influence to pay attention to this news, attend these events or enter a contest?

If you’re looking for an influencer to share a video helping to promote your indie film fundraiser, are you prepared to offer them exclusive tickets to the world premiere or a media screener with a small gift? What about offering them a chance to tour the set of your next film or perhaps a cameo on screen?

If you want an influencer to write a blog post, review your product or hype up an event, you have to think about what you’re willing to give influencers in-kind. Are you going to be sending them different products to review 3 times/year? Will you have exclusive VIP events that they’ll be invited to? Are you expecting them to post 4X/promotion via Twitter, Facebook and perhaps do an Instagram takeover for an event?

Once you have the general framework for influencer campaigns in place, you can tailor it to suit specific campaigns for certain influencers.

Next, I’ll be focusing on how to find the best social media influencers for your brand and the tools you can use to make it easier.

Finding the Right Social Influencers 

The right influencers can help you reach more of your core demographic by allowing you to piggyback on their follower base and they can also increase your SEO value by developing more backlinks to content you’ve posted.

As you search for influencers, you need to consider the criteria you’re looking for:

Relevance: Is the influencer is sharing content and do they have an audience that’s relevant to my brand? Would my own audience trust this person and be engaged with the content?

Reach:  Does the influencer have enough of an audience that the content we create/promote together will bring my brand value?

Make sure you also do your outreach slowly. Don’t approach influencers right off the bat with an offer of a brand partnership. Start by following them (if you’re not already), comment on conversations they’ve having and share their content.

 

How to Find Influencers Using Tools You (Probably) Already Have

On LinkedIn

As LinkedIn is already a great platform to discover secondary connections through groups and your own connections, you can use the search function to also find influencers. You can search for keywords such as “indie film” and “food bloggers” and pull up secondary connections that are relevant to your industry. Send them a message about their content (make sure you do your research about what they do) and ask them if they wouldn’t mind having a chat about it. Be honest about how you found them and start the conversation.

On Twitter

As you probably know, Twitter’s advanced search function is useful to look for the latest news items and notable Twitter handles. Pulling up any search using hashtags will allow you to see who’s talking about a certain subject such as #indiefilm or who identifies as a #techblogger. From there, you’ll have an idea of who is sharing content relevant to your brand and you can start following them, sharing their updates and making an effort to engage them in conversation.

Twitter’s also a great platform to find micro influencers among your own fans as well. Your own fans are already interested in your brand, so it’ll take less effort to convince them to work with you. Fans are already promoting your content and your brand without prompting, so why not make it a mutually beneficial partnership by formally giving them perks to help hype an event or write a review of some of your products that you’ll gift to them? Of course, fans being interested in and supporting your brand is only half the story, their audiences also have to be relevant to your company.

On Instagram

Looking through your Instagram followers is also great way to find micro influencers (you’d want the reach to be significant-between 1,000-10,000 followers). Take a look at what your followers are posting about, including the reach of their posts and if they’ve been sharing your updates. If they’re consistently posting about food & wine, indie film, sports/fitness and your brand is in those industries, they might be interested in partnering with your company.

Just like on Twitter, you can also search for influential hashtags such as #organicfood, #organicbeauty or #MMAfitness. You’ll get a list of top photos using any of those hashtags that have the most likes. Take a look at the accounts that posted these photos and see if they’d work as a micro influencer for your brand. If you’re a fitness brand or gym facility, you could consider giving them free passes to your facility to try out training and a few classes. If you make organic sauces, marinades and spices, consider giving the influencer a gift basket to try out your products and ask them to make a few of your tried and tested recipes.

 

Using Other Tools to Help Discover Influencers

FollowerWonk is a tool that can help you find Twitter influencers and you can add the first profile for free. Once you sign up, you can click on the ‘Search Bios’ tab and look into the advanced search options. You can tailor the search results based on location, number of followers and whether you’re searching for bloggers.

The social authority column is the best indicator of how influential someone is as it combines the number of followers with how much influence they wield over the followers. If you see low authority numbers that means they don’t engage their own audiences and aren’t worth your time.

Lastly, BuzzSumo is a great tool to help with influencer marketing. Though the pro option will set you back about $79/month, you’ll be able to search for Twitter influencers using specific keywords.

The number of followers will give you an idea of an influencer’s reach and the retweet/reply ratios will keep you informed of the influencer’s engagement rates. You’ll also be able to find influencers, bloggers, companies, journalists and regular people. You can also organize results by followers if you’re interested in reach or retweet/reply ratios. Sorting the results by authority will give you a good mix of reach & engagement. Those who have high page authority are seen as experts in their niche.

Let me know if you have recommendations for more affordable ways to find influencers & manage influencer campaigns! Keep it posted here for more content on marketing, PR and social media tools.

6 Unique Ways Instagram Video Can Improve Your Marketing Strategies

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By now, you or someone you know has probably experimented with Instagram, snapping photos with your mobile device and posting them to your account, tagging different people and maybe even sharing them via Facebook and Twitter.

But have you ever tried Instagram Video? If you haven’t, it’s an awesome way to incorporate video into the marketing you’re already doing. Not only that, Instagram’s video capabilities will let you do more than Twitter’s Vine ever could!

For starters, Instagram Video offers up to 15 seconds of video recording time which beats Vine’s 6 seconds. You can also edit the video on Instagram by deleting a specific segment instead of having to delete the whole video at once.

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Instagram also brings their custom filters to their videos the same way you can use them on your photos and just like your photos, any video you create via Instagram can be seen by over 130 million people as opposed to 13 million users on Vine. Instagram Video is also available directly inside the mobile app so you don’t have to download an outside app and you can even scroll through to pick the best cover image for your video, which will help entice first-time viewers to click through to the video. Instagram videos also play in-line on Facebook for desktop users. Like YouTube and Facebook videos, a Facebook user can click and watch the clip right in their Facebook account after logging in.

Now that you’ve seen what makes Instagram Video stand out, here’s 6 different ways it can help improve your marketing strategies:

1) Shoot a Product Demo & Answer FAQs

Sometimes, rather than spending half an hour to an hour answering customer questions and inquiries via email or Twitter, it can be really beneficial to make a list of the most popular customer inquiries and use short Instagram videos to answer them.

If your customers have a lot of questions on how your product works, show them how through step-by-step instructions with narration so they can receive additional helpful info about your product. It’s a great value-add for your customers with the added bonus of being easy to follow and share, rather than paging through paragraphs of text or long pages of images.

2) Create a Visual Portfolio of Your Work

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A post shared by Verve Coffee Roasters (@vervecoffee) on

Remember the saying ‘a picture is worth a thousand words’? Well a 15 second video has the potential communicate much more than a thousand words. Depending on the nature of your industry (this could work better if you’re in food/beverage, beauty, fashion/style, technology, digital media etc.), try shooting videos of recent work you’ve done for clients as a video look book for potential customers to look through.

Whether you’re a makeup artist wanting to share the latest glamorous looks or a café wanting to showcase a cake decorator’s skill, the possibilities for a video visual portfolio are endless!

3) Highlight Special Offers and Events

15 seconds is quite a long time to promote a special offer or event with video. If you’re holding a contest or if you have a special sale for a certain product/service (ie. massage), be sure to show fans and prospective customers what they can win or what they can purchase for the special sale.

Flipping the camera view mode to record a personal message to help promote the event or special sale helps add a personal touch to your marketing for your customer. Use the description field to emphasize the video message advertising the sale, contest or event and add a hashtag to track conversions and extend your reach. A short video might be just what you need to reach a larger audience.

4) Invite Fans & Followers Submissions Via Hashtags

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Invite your fans to submit an Instagram video with a hashtag of your choosing to enter a contest or help promote your live event. If your audience is on Instagram, this could be a great way to engage them and generate great UGC content and brand loyalty. It’s also a more organic way to get genuine content to promote your live event. Potential fans will be more likely to believe content their friends create and share as being genuine than that from a company.

5) Humanize Your Brand

Social media has blurred the lines of communication between companies and their audiences with brands increasingly turning to real-time, real life social engagement with their customers in order to compete in the marketplace. In turn, this creates a need for companies to be more transparent and open with their audiences.

Instagram videos offers brands an opportunity to do this in bite-sized chunks that showcase their style, their workplace culture and gives customers an inside look on how they do things. It helps a brand stand out from its competitors and connect with customers to show them they don’t have secrets to hide and build trust.

6) Increase Engagement on Facebook

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Videos and photos inspire the most engagement (comments, likes and shares) via Facebook. The fact that you’re allowed to view Instagram videos directly inside the Facebook browser can be a huge help to raising community engagement and allowing fans to leave their questions, comments and shares to the brand directly.

Conclusion

Instagram video gives you the flexibility to engage with potential customers and new fans in a variety of ways that not only increases engagement, but brings more user-friendly features to the table than Twitter’s Vine. Try it out and see how it can increase engagement amongst fans and improve your marketing strategies!

Stay tuned on here for more posts on different strategies for content marketing. But in the meantime, check out how mobile marketing can help you generate leads.