Market To Influencers, Through Influencers, and With Influencers

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. In this final post, let’s focus on the core of influencer marketing.

eight ball

Marketing to…

Once you have a solid understanding of your company’s influencers, you are ready to begin targeting them. Start reaching out to the prioritized influencers on the phone and via e-mail. Explain why your company is different and why they should pay attention. It may make sense to segment your influencer database by influencer persona so that you can build pitches and messages that truly resonate with each segment’s needs.

Here are some sample pitches:

“Hi, my name is _________ and I’m calling from _________. I have your editorial calendar in front of me and was wondering if I could ask you a couple of questions?”

“ABC is a global supplier of XYZ. I am looking to identify opportunities that will extend ABC’s reach. I see that you focus on XXX. Would you be interested in hearing a customer success story?”

Overall activities may include:

  • Introductory meetings
  • Formal briefings
  • Product demos
  • News sharing

Marketing through…

To market through influencers, you should actively support your influencer’s efforts in spreading the word about your company.

  • Make an effort to listen to and understand an influencer’s point of view about your brand before and during their engagement in a brand program or marketing activity, or simply as a customer of your brand.
  • Invite and respect the opinions of participating influencers, even if they’re contrary to the brand’s position. Agree to share or make available these opinions throughout your organization as is appropriate. Furthermore, you might consider giving your influencers the freedom to tweak your messaging specifically for their audience. Your influencers should know their audience extremely well, and by giving them this freedom, your company will get more exposure.
  • Never ask influencers to falsify or “hype” any product claims, make usage claims without direct experience, or back claims that neither they nor the brand can substantiate. Never ask an influencer to undertake a task on your organization’s behalf that they are uncomfortable with or do not believe in.
  • Thank influencers who have participated in brand-initiated programs. Thank you’s are simple, effective, and universally appreciated.

Marketing with…

Once you reach the stage in which you are marketing with influencers, you have hit gold in terms of influencer marketing. At this point your influencers are completely sold on your company’s products and services and they may be happy to speak about your company to their followers. It is important to maintain the contact rhythm to continue benefiting from the relationship.

Additional resources:

Power of Persuasion, Meg de Jong

How Influencers Influence, by Duncan Brown

Influencing the Influencer, Brian Solis

The Art of Schmoozing, Guy Kawasaki

How to Attract Influencers with Influencers, Barbara French

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