Have you ever felt that your social media marketing is getting you nowhere, whilst your competition seems to be on ever blog post going! If you answered yes to this, then you are not alone. I remember when I was a full-time photographer I would be so consumed by what my competition was doing that I forgot about what I was supposed to be doing with my own digital marketing! I would see new photographers spring up and they seemed to be on every blogger’s website or featured in all the National Bridal magazines, it was frustrating, to say the least!
Then one day I found their secret and that was these photographers had an ‘influencer!
SO WHAT IS AN INFLUENCER?
An influencer is an individual who has the ability to influence the opinion of others, largely through their following on their social media platforms and whilst I am not suggesting for one minute that you try and contact the Kardashian’s to see if they will help you raise the profile of your brand, product or service, there are others who can.
SO HOW DO YOU FIND THEM?
There are several tools out that there, one of the ones that I really like is Klout because once you register with them, on either your Facebook or Twitter account it allows you to see other peoples ‘Klout’ score, a score over 40 is considered to be starting to become an influencer and the higher the number the more influence a person has, I used to have a score of 53 as Yvette Craig Photography, however, I have not been posting, so that has slipped and my Lemonade Design is just starting to grow.
In addition to Klout, there is Followerwonk that can be used in conjunction with your Twitter account and will give you a list people that you can follow and target and there is also BuzzSumo which is very easy to use to find influencers.
The about tools can also be used to find out who your competition is, how they use their social media platforms and what has worked for them!
WHO SHOULD YOU TARGET?
Most are tempted to go for people with the largest following (a bit like backing the favourite on the Grand National)! However, it is a bit more complicated than this.
Forbes came up with the following formula:
“Influence = Audience Reach (# of followers) x Brand Affinity (expertise and credibility) x Strength of Relationship with Followers”
whilst all three are clearly important factors, it is the second one that is by far and away the most interesting.
It’s not enough for somebody to have a large number of Twitter followers or even a large number of highly engaged Twitter followers. If that individual doesn’t have expertise and credibility that relate to your target market, they are never going to be a good choice of influencer for your business.
So you need to find influencers that are going to be a benefit to you and your brand.
HOW DO YOU GET NOTICES?
Next, you need to start following and commenting on their posts, in the hope that one day they will retweet your posts, or make a comment, because once they do that your post and comment starts to be seen by everyone who is following them and this increases your reach and hopefully your audience.
I will never forget the excitement I felt when Mark Niemierko started mentioning me on #ww (Wedding Wednesday)
AND FINALLY IT”S ABOUT BUILDING TRUST
Once you start to get noticed the next thing you need to do is build trust so that the influencer is happy to recommend you and start to shout out about your brand.
I hope you enjoyed this post if you would like to find about more about using social media tools to build your brand then do get in touch