It is ironic … my blog is listed as number twenty-three on the “50 of the Best Global Influencer Marketing Blogs” and in this article I am going to tell you to stop looking for influencers. Well sort of …
Many people think they can just contact a leading subject matter and ask them to write something about their product/service (or whatever they are pushing) on their blog. If you have ever tried this, you are likely to know it does not work. And at the same time, just about every marketing leader knows that advocacy and word of mouth are the strongest marketing actions to drive measured results. So it makes total sense that when you look for advocacy, you would love to have someone that is viewed as the authority on the subject your product/service represents and has a large audience (the influencer) to speak well of your offering.
Now I ask you, “Why the heck would anyone want to do something for you?” Unfortunately, this question usually gets twisted and is answered from the subjective viewpoint of the one looking for product/service support. Wrong. This question must be honestly answered from the point of the influencer. Invariably the influencer is going to ask “What is in it for me?”
So let me share with you my real life scenario that addresses the issue. This coming week, the company I just joined, DivorceForce (an online network for people affected by divorce), will launch its website, divorceforce.com. I am responsible for social marketing and audience development so it is my responsibility, among other things, to deliver traffic to the site. Yes, I want to find divorce experts. People that offer great financial, legal, and emotional support for divorce. People that have established audiences. People that have authority and will say “you should visit DivorceForce” to their audience. But what is in it for them? I am not looking to pay someone off. You know what really matters to them? An opportunity to grow their audience.
I worked with one of the co-founders of the business and provided for him a simple grid as shown below.
In column one, I identified three different types of influencers. In column two, I stated what we want them to do for us. And in column three the “what is it in for me” (from their perspective) is defined. There must be synergy between what we are asking for and what is in it for them. This is a key attribute of all partnerships. You see, I am not doing “influence marketing” but rather “partnership marketing with influencers.” There is a significant difference and the grid above punctuates this difference.
Without getting into too much detail, I will share with you one essence of our partnership marketing. As the divorceforce.com site is about to launch, I am looking for select divorce subject matter experts to host conversations in our forums. That is what I want from them. When I ask myself, what is in it for them, I recognize that they likely want to use DivorceForce to expand their audience and deepen their reputation as an expert in their field. I have developed numerous ways I can promote them which include use of DivorceForce social channels, paid social media highlighting their contributions, and offering them participation in our videos to be produced.
What I want you to take away is that you need to truly craft something that excites influencers to work with you. Build a true partnership. Partnerships are only strong if both sides get strong value from the relationship. Work both sides of the opportunity.
Make It Happen,