How to Reach The Right Influencers by Building Relationships
A PR and community building strategy can help brands and companies build long-lasting relationships with a web-based community likely to try online services, increase the audience for your content and form close relationships with people who are in a position to help build a community through word of mouth.
As a digital marketing agency that believes in partnering with our clients, we have the opportunity to work directly with amazing marketing teams and CMOs. Often times these companies ask us, how do you we get started with influencer outreach, or how do we access and connect with the community we care about?
To help you with your influencer outreach program, we would love to share some suggestions and examples that have worked for us and others.
In this post, we'll share some tools, tips, and tricks to help you grow your community by reaching the right influencers.
Targeted Outreach Strategy
Step 1: Set up
Through competitive analysis and research, identify who you want to start pro-actively engaging with in your community. Each of these will become a Twitter list.
Here is an example spreadsheet to demonstrate what your Twitter list should look like. Start by making a copy of this spreadsheet, and customizing it for your business. Add to this list by researching local journalists who write about your industry. See more advice on building these lists in the tools section.
Step 2: Listening and Engaging
Set your brand up to listen to and engage with to your community using Tweetdeck. Monitor your handles, any keywords related to your business and your Twitter lists.
- Link: https://tweetdeck.twitter.com
Step 3: Sharing Content
You should already be curating and sharing owned content. This step is for finding outside content interesting to your community as well as sharing content by journalists you might want to cover your brand down the road. Use a feed aggregator like Feedly to keep track of who’s publishing new posts related to your company and identified keywords. Another great place to collect reading material is on social media. Check your industry journalists and twitter lists from Tweetdeck, what are they sharing?
When you find great content, share it with your community and give recognition.
Step 4: Respond!
You’re sharing content on social media for a couple of reasons:
- to be a quality resource to your audience
- spread awareness about your brand
- to encourage a closer connection (ask questions, reply to questions).
Log in to Tweetdeck and respond to notifications. Then, check the Twitter lists and keywords for opportunities to engage.
Helpful Targeted Outreach Resources:
- 15 experts on their targeted outreach strategy
- Followerwonk: Analyze your competitor’s followers to help build the ‘space renters’ Twitter list
- Micro-influencers vs. pay-per-click advertising
KPIs to track…
- Ratio of stories pitched : stories picked up
- Twitter audience growth
We hope the information about has been helpful to you. If you have any unanswered questions, we’d love to see if we can help!