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20 Inspiring & Actionable Influencer Marketing Tips for The Modern Marketer

April 10, 2017

By Ashley Zeckman

The heat is on for marketers to incorporate influencers into their marketing strategy. The problem is, the sheer amount of bad advice about influencer marketing can make it difficult to separate the good from the bad.

While the pursuit for influencer marketing success doesn’t appear to be slowing down, many marketers are unsure which direction to go. In fact, the new Influence 2.0 report that we developed in partnership with Altimeter Group and Traackr, 48% of marketers are still experimenting with incorporating influencers into their marketing.

The way that different organizations define influencer marketing vary greatly. However, TopRank Marketing CEO Lee Odden describes influencer marketing as:

“Developing relationships with internal and industry experts with active networks, to co-create content that helps drive measurable business goals.” 

So if you’d like the opportunity to co-create content with industry experts but are facing some roadblocks, use the actionable tips below to help guide your approach.

Not Sure What Types of Influencers to Include?


Everyone is influential about something. @leeodden #InfluencerMarketing
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Don’t rely on just one source. Utilize multiple platforms and tools like Buzzsumo, Traackr, Onalytica and GroupHigh to find the right influencers for your brand.

Explore the use of marketplaces. Some situations may require paying influencers to participate. Consider influencer marketplaces like TapInfluence or Fango for augmenting with paid influencers.

Audience appeal. Success in co-creating content with influencers is that they are actually influential to your target audience.

Utilize a mix of influencer types. Instead of just focusing on the ever popular brandividual, include internal experts, micro-influencers, niche experts prospects and customers in your influencer marketing mix.

Look for influencer alignment. Focus on identifying influencers whose message aligns with your brand.

How Can You Create Value for Influencers?


Influencers are not just there to sell your product. @AmishaGandhi #InfluencerMarketing
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Create a great experience. To stand out in a sea of requests, aim to create a great experience for every influencer you work with.

Be empathetic to influencer’s busy schedules. Chances are, most experts you want to work with have a full-time job, and receive co-create requests constantly. Be understanding a provide adequate turn-around times.

Personalize your approach. If you don’t take the time to get to know insights about your influencers, don’t expect them to take the time to respond.

Be transparent. It’s essential that you are always up-front and honest with the influencers you collaborate with. Don’t ever pull a bait-and-switch.

Increase exposure. Individual influencers will have different objectives but increased exposure …read more

Source:: Top Rank Blog

      

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