How to Build the Influencer Database

This is a part of a series that was created to help you define build the practice of influencer marketing into your company. This series will walk through the process, necessary roles, in addition to guides for each role to get started with influencer marketing quickly. For the next several weeks, I will share a how-to for the influencer marketing specialist.  This week, let’s focus on how to build the database.

Now that you’ve identified some potential influencers, do some additional research (either online or over the phone) to learn more about them. Specifically, review their content, examine how they engage online, and study their beat sheets or editorial calendars (if applicable). At this point, as you begin to learn more about your influencers, segment them into specific influencer personas. This will help you later, as you create and prepare pitches.

 

As you begin to reach out to your influencers, input the information in your database and set up contact intervals to manage your activities. While it may seem like a lot of prep work, all of this data will prepare you to pitch your company’s news and stories effectively to the influencers.

Here are some things to keep in mind while building the database:

• Understand the influencer’s area of interest or beat
• Understand his/her preferences (e.g., e-mail over phone calls, etc.)
• Know all of the influencer’s channels (e.g., blog, Twitter, LinkedIn, etc.)
• Familiarize yourself with the influencer’s recent work
• Review any editorial calendars or media kits, if applicable

Speaking with the influencers during this process can prove very valuable. Here are some suggested questions:

General Questions

• “How often do you report on this space?”
• “What do you look forward to writing about?”
• “How do you typically gather information before writing an article?”
• “What do you need to know before writing an article?”
• “Are you attending any tradeshows or conferences within the next few months?”

With Regard to Events

“Are there specific events that directly relate to this space that we can participate in? If so, who should we contact to explore these opportunities?”

“Which events would you recommend that we participate in?”

“What are our options for participating in these events?”

• “What costs are involved?”
• “Are there deadlines or requirements that we should be aware of?”
• “Is any preparation needed on our part to participate?”
• “If we could choose only a couple of methods of event participation, what would you recommend we choose?”
• “Can you give me the name and contact information for someone who deals specifically with these types of events?”

With Regard to Awards

“Are there specific awards directly related to this space that we can participate in? If so, who should we contact to explore these opportunities?”

“Which awards do you recommend we try for?”

• “Are there costs associated with getting nominated for these awards?”
• “Are there specific requirements or deadlines that we need to be aware of in order to be considered for these awards?”
• “Is any preparation needed on our part to become nominated for these awards?”
• “If we were able to choose only a couple of these awards to go after, which would you recommend?”
• “Can you give me the name and contact information for someone who deals specifically with these types of awards?”

With Regard to Product Reviews/Buyer’s Guides

“Are there specific product reviews or buyer’s guides that (our company name) could be considered for?”

• “Do any of these product review or buyer’s guides focus directly in this space?”
• “Are there costs associated with getting recognized in these product reviews/buyer’s guides?”
• “Are there specific requirements or deadlines that we need to be aware of to be considered for recognition in these product reviews/buyer’s guides?”
• “Is there any preparation needed on our part to become recognized in these product reviews/buyer’s guides?”
• “If we were able to pursue recognition in only a couple of these product reviews/buyer’s guides, which would you recommend?”
• “Can you give me the name and contact information for someone who deals specifically with product reviews/buyer’s guides in this space?”

With Regard to Reporters

“Can you give me the names and associated contact information of reporters that typically write in this space?”

“Which of these reporters do you recommend I contact first?”

“Are there any reporters that focus primarily in this space?”

With Regard to Overall Recommendations

“Overall, how would you recommend we prioritize all of the possible opportunities that we have discussed for (company name)?”

 

Next week, I’ll discuss how to narrow down your list.