Engaging and leveraging influencers in your industry doesn’t have to be rocket science, but it’s also a lot more than finding a list and blasting away.
In fact, we’ve found that the influencers themselves are just one of four audiences you need to consider, develop and engage to make your influencer marketing work at its maximum potential.
Those audiences in summary are:
- Enthusiasts: These are your end target, who will help amplify awareness and engagement for your story. Some enthusiasts are also direct prospects, others simply have their own mini-reach and influence among a smaller circle which itself includes your prospects and customers.
- Influencers: These connectors give you access to desired audiences. Not all influencers are equal – in reach, depth of influence, channels used, etc.
- Advocates: These may be customers but sometimes are not, but they deliver referrals and repeat engagements/purchases. I’ve seen companies who get the majority of their referrals from advocates who are not yet customers.
- Ambassadors: These are your power users who help mobilize all three of the above groups with you.
Yes there is often overlap between these groups, and some individuals may below to multiple groups.
But I encourage you to have a strategy for each distinctly to get the most from your influencer marketing efforts.
If you have questions about your own influencer opportunity or would like help structuring and executing your program, give us a call.
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