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How to use influencer marketing in your social media strategy? SUNIL KUMAR - OCTOBER 22, 2016

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ď&#x20AC;&#x2014; Estimated Time : 6 minutes Now that word of mouth recommendations and criticisms spread through social media faster than fire in a dry field, influencers are people who are active on social media and blogs. They are also brand advocates and niche promoters. While someone with hundreds of thousands of social media followers certainly could expose your brand to their followers, if they are not a snug contextual fit, their post or tweet would be moot as far as driving leads and customers.

Why Does Your Brand Need Influencers? Consumers trust recommendations from a third party more often than a brand itself. And it makes sense if you think about it in a more personal context. An influencer is like the mutual friend connecting your brand with your target consumers. When you align with an influencer, not only they bring their audience, but they also bring Convert w ebpages or entire w ebsites to PDF - Use PDFmyURL!

their audience’s network as well. Because of the loyalty of their audience, an influencer has the ability to drive traffic to your site, increase your social media exposure, and flat-out sell your product through their recommendation or story about their experience. With the fall of traditional outbound marketing, influencer marketing is becoming one of the most effective ways to attract customers and clients. Modern day consumers are blind to billboards and deaf to commercials. They are self-sufficient and want to research a brand on their own and hear about it from someone they trust. Where do influencers step in to inbound marketing? Well, they are generating content about your brand, they are recommending your brand to their loyal following, and they are inserting themselves into conversations surrounding the niche of your brand. Thus, getting them on your side before your competitor does can make a huge difference in the success (or lack thereof) of your company.

Where to Look for Your Ideal Influencer? Now that you’ve given your influencer an image, it’s no longer this misty figure that we can barely see. It’s now tangible so we can understand it and recognize it when we see it. Here are some of the ways to find your ideal influencers : Social Media Monitoring: Brand advocates are the loudest influencers your brand will have. Not only does their audience follow them because what they write aligns with your brand but they also talk loudly and actively about how much they like your company. By tuning in to your social media mentions and blog posts about your brand, you will find influencers and advocates you didn’t realize you had. Social media monitoring also allows you to find influencers who advocate for the niche you Convert w ebpages or entire w ebsites to PDF - Use PDFmyURL!

have outlined. For example, someone may post and tweet heavily about yoga gear but not mention your website as an awesome place to buy yoga gear. Well, this is someone you want to engage with and expose your brand to.

Read Also â&#x20AC;&#x201C; Social Media Marketing Strategies to Win the Game in 2016 Research Hashtags: Identify the hashtags that your target influencers are using. For SEO Company, you can follow #bloggeroutreach and #influencemktg. By tuning in to the conversations surrounding these hashtags, you have not only identified active talkers in these categories, blog topics that you can write to appeal to these influencers as well. Once you start finding influencers that seem like a good fit for your brand, put them in a Twitter list so that you can organize and follow them most effectively. You can use Hootsuite to organize your Twitter channel. Google Alerts: Set alerts for keywords pertaining to your brand to identify people who actively write about topics in your realm. You also should create alternatives for the name of your brand so that you can find posts and articles containing your mentions and identify Convert w ebpages or entire w ebsites to PDF - Use PDFmyURL!

advocates who already are in place.

Blogger Outreach Bloggers are the strongest spoke in the wheel of influencers. One of the bonuses of targeting bloggers is that they almost always are active across many social media platforms. When locating influential bloggers for your brand, start by searching for blogs in your genre and find the niche(s) by reading through the posts to determine if they write about relevant post topics. After making a list of the contextually relevant bloggers, then itâ&#x20AC;&#x2122;s time to locate their SEO stats and social media information to pinpoint the ones that equal the best reach for your brand. Manually sorting through blogs to find all of the criteria that you outlined when you gave Convert w ebpages or entire w ebsites to PDF - Use PDFmyURL!

your influencer an image can take a long time. There are a lot of really good blogger outreach tools out there to make this process easier. There is a tool to cover every part of the spectrum. If you are a small business wanting to do minimal blogger outreach, you can use Inkybee or BlogDash. Mid to high level firms who are going to be doing a lot of influencer targeting should check out GroupHigh or Buzz Stream. Buzzsumo: It is best tool to find niche influencer to promote your content, Here are the steps you can follow to promote your content to your niche influencer:

Before writing content, enter your title on Buzzsumo, you will get lot of article related to that your title or concept Select at least 5 â&#x20AC;&#x201C; 6 influencer depending upon number of shares & followers, refer their articles & mentioned them in your article (Use their research data, their quotes or images with their links. Because if u mention their name & links they may happily share your content. At the time of mailing we can also tell them to review our content). Convert w ebpages or entire w ebsites to PDF - Use PDFmyURL!

This tools also provides data about shared people, by using this we can also mail them to share or read. This tool also provides backlinks of influencers content, by using this backlinks data we can mail them to link our article. Read Also â&#x20AC;&#x201C; Everything You Need to Know About Quality Back Links. Followerwonk: Followerwonk is a tool that specializes in Twitter analytics. You can compare users to see how they size up and export in-depth user data from Twitter searches.

Hereâ&#x20AC;&#x2122;s an example of how you can use Followerwonk: Map out a number of search phrases related to your industry and run them through the Twitter bio search in Followerwonk.

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Export this data to Excel, add filters, and then sort by the highest percentage of retweets. Including the time to generate, export, and sort the report, this will take around 5 minutes. Then you will have a detailed list displaying the following data points: Screen name Full name Location Followers/friends Number of tweets Bio URL Social authority The URL and social authority can be particularly useful because you can use them to find Twitter power users that have their own blogs and those that have the greatest authority on Twitter.

How to use influencer marketing in social media strategy? Step 1: Identify a Core Group of Influencers Identifying a core group of influencers at the beginning of your social media strategy can help as you build out other elements. Start by researching at least 10 influencers to Convert w ebpages or entire w ebsites to PDF - Use PDFmyURL!

understand: 1. Which platforms they are most active on 2. What type of content works best with their audiences? 3. How to specifically target your audience Step 2: Choose Which Platforms to Run Your Campaign On Another benefit of identifying a core group of influencers is that they can give you great insight into which platforms you should focus on. Running a campaign on 6 different platforms sounds great in theory, but in reality, your audience probably focuses their time on just a few of them—and so should you. Pick the 2-3 social media sites where your audience is most active and focus your efforts on creating great campaigns for those platforms. Step 3: Build Content Depending on which platforms you choose, you’ll need to build out content accordingly. If you’ve identified Vine as a key platform, you’ll have to brainstorm ideas for 6 second videos. For Pinterest, it may be a series of engaging images. For YouTube, you’ll want to find a filmmaker who can help you create longer videos. Once you’ve identified what content needs to be created, you can decide if you can handle building the content inhouse, contracting with a 3 rd party, or relying on influencers to build out content for you. Step 4: Targeting Strategy Once you’ve identified the platforms and content needed for your campaign, it’s important to strategize about how you are going to specifically target your audience so that your Convert w ebpages or entire w ebsites to PDF - Use PDFmyURL!

content doesn’t get “lost in the noise.” A few targeting opportunities include: Identifying popular hashtags that your audience uses or follows Leveraging social media advertising platforms to promote your content to a specific audience Working with influencers who are popular with your audience Since organic visibility on platforms continues to decrease as social media companies prioritize ad space, you’ll want to figure out ways for your content to get seen other than organic posts on your brand channels. Step 5: Track Progress Once your campaign is launched, it’s important to track how it’s performing so you can shift strategies if need be and gain insight to building future campaigns. To do this, you’ll want to identify which KPIs will give you the best information about how your campaign did. These can could include: Impressions and Reach Interactions (likes, retweets, repins, shares, comments, etc.) Conversions, Sales, or Signups Conclusion: Consumers today are accustomed to seeking out product reviews and opinions from trusted social media influencers, and brands know that these messages carry huge weight when it comes to buying decisions. Convert w ebpages or entire w ebsites to PDF - Use PDFmyURL!

If you have any tactics, tips, or anything else that is helpful — share them in the comments below!

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Sunil Kumar Passionate SEO, SMO & Digital Marketing Specialist http://www.5ines.com

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