Relationship Building: From Influencer To Audience

By David Campos

RelationshipBuilding-Abbi

We have beat the conversation of change to death — from climate change to social reforms, we are aware that the world and its new generation is not the audience it used to be. So why are many still not acknowledging the evolution of the influencer?

The congestion of traditional platforms and outreach methods has scared audiences into the nooks and crannies of the Internet to build relationships with influencers instead of brands.

Successfully incorporating an influencer campaign takes just as much strategy, if not more than your traditional campaign. You are targeting a much more defined audience, rather than megaphoning your message to the masses through a traditional platform. Brands that wish to build a relationship with their audience should consider building a strong relationship with an influencer first.

Study the influencer to ensure that you are a compatible fit to begin with. Ensure that a common ground exists, one that a mutually beneficial relationship can be built upon. Next, reach out to the influencer with your hyper targeted message; one that lets them know you understand whattheir brand is and how yours fits in.

From there, this influencer will introduce you to their audience in the form of sponsored content, guest blog posts, or product reviews. Readers will be much more receptive to your message coming from their trusted influencer who regularly shares resonating content.

Here are five tools that you can use to find top social influencers for your campaign:

1. Kred

Kred organizes influencers into communities based on social media profile data and gives Kred scores based on Twitter engagement. This tool lets you see exactly how the influencer’s audience engages with their content via retweets, follows or mentions to name a few.

2. Cision

Cision gives you access to a large database of influencers. The platform allows you to filter by medium, geographical area and topic. Cision will give you access to entire staff lists that allow you to target an influencer’s network.

3. Klear

Klear’s search engine gives users access to its 200 million social media profiles organized into categories that are targeted through a desired platform, location, and topic. Klear also lets companies track their own performance, like monitoring hashtag engagement.

4. Little Bird

Little Bird’s searches let users filter through results that may not be desirable, and scales the rest of the results to meet that target. Little Bird organizes social influencer metrics into graphs that show the potential to impact other leaders in a field.

5. Organic Searches

Just because we have tools that make searches easier, don’t be afraid to include an organic search into your strategy. Many social media platforms have made it easier to find influencers, like Instagram’s Discover page or Twitter’s recently added, Moments feed. Do as the pilgrims did and get your hands dirty with an organic search.

Here at the Abbi Agency, we are always looking for new ways to engage in the digital landscape. We recently started our influencer campaign using these tools and strategies with exotic meats company, Durham Ranch and their #1meat12ways campaign. We found 12 social influencers that will share their recipes with their audience, encouraging them to tackle it for themselves. Diversify your plan with the help of professionals who have the tools to build the right relationships for you and you could see some serious ROI from your new niche audience.

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