Getting one of your industry’s influencers to write you up as a “favorite app” is great, but it’s a one time hit that isn’t repeatable. It’s a PR win that may give a temporary bump in visibility but that will level off or disappear quickly. And once it does, what’s next? How often can you really go back to that well?
A more valuable way to think of influencers is as a traffic channel. Please never refer to them as that to their face, but it works. Create great content that their audience will be interested in, and they’ll help you amplify it.
Of course, getting that impact takes work. You have to invest in the relationship, build trust and credibility. But what starts as a random occasional retweet may turn into something more frequent or regular.
There are vendors in my Feedly account that I amplify regularly. They don’t pay me, but they create great content I believe my followers will appreciate as well. If their content is good, that makes me look good too.
So instead of treating influencers as PR targets, think of them as traffic channels you can earn and sustain. Instead of pitching them from your PR firm, work with your content team to treat them as peers.
You may still end up with the occasional featured “favorite app” piece in the process, but also so much more.
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