Behind any good social media marketing strategy is the influencer component.
Influencers increase the reach potential for your content and brand’s credibility. If you have influencers sharing your content it means they find value in it and due to their credibility, your business gains a stamp of approval with the online community as well. It is important, however, to note a couple of things with influencers.
Social media is meant to be social?
If you’re a social media marketer you know how social media is meant to be social. You also know how influencers are supposed to be social, but that not all of them are and that some aren’t at all. They might not be social because they choose not to be or because they lack the time. Whatever the reason, don’t allow it to deter you from reaching out.
If the influencer you are reaching out to is choosing not to be social, engaging with them online still helps you to gain additional visibility. Furthermore, their content is full of valuable information for your community, so you would be doing a disservice to your audience if you didn’t share their content. Also, as long as you keep showing your own brand’s value and genuine interest in building a relationship, you could at some point succeed in connecting with them.
Add value; Avoid the “hard sell”
If an influencer’s lack of socialness is due to time constraints, this means they will get back to you at some point; that is, as long as you’re adding value and being genuine.
You don’t want to reach out to an influencer by trying to make a sales pitch or asking something of them for your business without having first shown interest in them and what they do. A push type behavior not only goes against the fundamentals behind social media marketing, but it also shows a take mentality that tends to turn people the wrong way. I’m sure you don’t like it when out of the blue, someone you don’t know, asks you to do something for them or makes it clear they are only approaching you because they want something from you.
Be genuine, social, positive
Once you’ve identified the influencers you would like to connect with due to their influence within your business’ industry and because you find a lot of value from them for your own community, keep in mind being genuine and social. If you don’t get a positive response from your attempts to engage with them, try interacting with them on different platforms or in different ways. If that still doesn’t work, then you know you’ve probably reached a less social influencer or one that is not interested in building new relationships. Keep them on your list of valuable content that you can share across your brand’s social networks and then keep approaching the other influencers on your list.
Even though you may encounter some resistance from the influencers in your industry, don’t let it dissuade you from attempting to build relationships with other influencers. As a business owner or social media marketer you know all too well that a problem never remains as long as you have alternative solutions and ideas in mind to continue with the social media strategy you’ve decided to pursue for the success of your business.
In what ways have you overcome the challenges of building relationships with influencers on social media?