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HOW DO YOU REACH OUT?
You’ve created a list the types of influencers your potential customers listen to.
• But how do find the actual people you need to get your message across?
And how do you reach out to them?
INCREASE YOUR OWN INFLUENCE
It’s important to find your influencers so you can reach out and increase the size of your sphere of influence with potential customers.
In this lesson, you’ll identify where influencers can be found and get started on three steps to tap into their audience.
• You’ll catalog influencers who can connect with your perfect customers and brainstorm steps to build those relationships.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll discover:
- How to locate influencers of your potential customers
- Characteristics of influencers who can help spread information about your products or services.
- And steps that start the conversation.
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide to gives you “hands-on” training customized to your own business.
WHERE CAN THEY BE FOUND?
How do you find influencers?
Start with your list of the types of people and sites who are influencers of your potential customers.
- Where do they hang out?
- What do they read and follow?
- Are they local, national or international authorities?
Wondering how to reach them?
Here are some ways to get started:
START WITH CONTACTS
First, look for introductions.
- Personal contacts are still are the best way to make new connections.
Find out what you can about the influencers you are looking for.
- Where did they go to school?
- What clubs are they active in?
- And what blogs do they write or forums do they participate in?
Think of people you know…who may know someone…who runs in the same circles and then ask for an introduction.
ASK AND LISTEN
Next, ask for recommendations.
It may be old school to “ask,” but you should not overlook this technique for finding influencers.
Ask your customers, visitors, friends and family:
- How do you decide what is the best solution to a particular problem?
- What sites or social media influence your decision?
- Who do you ask for advice?
Do you get some common answers?
- How about someone’s name that keeps popping up?
Then, think about how to get in touch with them.
- What is the best way to contact them?
WHERE TO FIND SOLUTIONS?
Finally, do some research using the perspective of your potential customers?
- If you had their questions or problems, how would you find advice you trusted?
Spend some time visiting social media outlets and forums on these topics and see who surfaces as an authority.
Taking the time to understand who is already an authority and how they got that way will give you a better understanding of how to connect with both influencers and potential customers.
QUALITIES OF THE BEST INFLUENCERS
What makes a strong influencer for your products or services?
The best influencers exhibit the following five characteristics:
1) Relevance to what you offer.
2) High level of engagement with their audience.
3) Broad reach across different groups of people.
4) Frequency of contact
5) and Authenticity
Let’s look at these in more detail:
ARE THEY RELEVANT?
First, relevance means that people listen to them for advice on your products or services.
- Often times this person will have a complementary role to what you offer.
- For example, a wedding planner may be an influencer to an audience that a DJ wants to reach.
Then, a high level of engagement means that people visibly connect with them.
- This could be shown with blog comments, Facebook likes, re-tweets, and recommendations.
- More influence equals more engagement.
HOW DIVERSE THE FOLLOWERS?
Next, broad reach is shown by the diversity of the audience.
- Do they connect with a wide variety of people that you want to reach?
- Or just a very narrow part of your target market?
Frequency is important because it’s hard to get much traction out of a relationship with an influencer who rarely talks with his audience.
- Let’s call this the “Santa Claus” effect.
- He is an influencer once a year.
Instead look for someone who is communicating frequently with their audience.
Finally, authenticity has to do with the level of trust the audience places in the influencer.
People will trust “real” people more than a paid spokesperson.
- Yes, the size of the audience is important, but so is the “believability” of the influencer.
BUILD A RELATIONSHIP
You’ve’ found some influencers that could be a good fit for increasing your audience.
Here are three get-started steps to begin building a relationship with them.
STEP 1: GIVE TO RECEIVE
1) Give to receive
• What do you have to offer?
• Can you bring them some new customers or a broader audience?
No one likes “takers” so start your relationship by bringing something to the table-even if it is buying a cup of coffee or sending a referral their way.
STEP 2: ATTRACT OTHERS
2) Attract others, don’t repel
Do you offer valuable insight on their posts?
• No, not just the “I love your blog” type of comments.
Instead contribute helpful experiences and thought-provoking responses that attract others to the discussion.
STEP 3: BE YOUR BEST
3) Bring your “A” game
This is a relationship you want to build, so think of it like a first date.
Make the effort to be nice, polite and project confidence that this could be a mutually beneficial relationship.
TIME TO GET REAL!
You’ve looked at some examples of how to find influencers and start developing mutually beneficial relationships.
Now it’s time to go to your Practice Guide and put together your list of influencers to increase your level of engagement with for your products or services.
List 3-4 influencers that you feel would be receptive to the benefits that you offer their audience.
When you’ve completed your list of specific influencers to reach, let’s look at how to make it easy for them to “spread the word” with our next lesson on “sharable content.”