Wonder why ‘influencer’ comes up as misspelled on this blog and elsewhere? By now the vernacular should have captured the fact that influencers, influence, and influencer relations are popularly used in the marketing lexicon. In fact, with my core public relations, influencer relations has always been part of thought leadership programs we strategize over and implement.
On The Heart of Marketing, John Gregory Olson and I have had numerous conversations about influencer relations and building campaigns around influence. If you look down below, you can find reference to these past episodes, too.
When you listen, do so slowly…is there such a thing as slow listening? Perhaps this episode requires less multi-tasking and more concentration because we both bring perspective and orientation from public relations and marketing; varying definition; and, thoughts on how to build an influencer relations program.
Along the way, we mention two key influencers in our market including Mark W. Schaefer and Jay Baer. These gentlemen started out the same way we all did — blogging and on Twitter to create a brand, build a network, engage, author, and become influencers. They’re both highly successful in their craft, and you can find Mark here and Jay here.
The thing we need to home in on is that influencers are NOT free! It takes time to cultivate an influencer into your program, and develop the proper chemistry.
Building An Influencer Relations Program
When considering an influencer relations program, here are some of the items you should consider:
- Define your goals and set strategy
- Determine outcome and ability to measure
- Find the influencer with the right chemistry for your program
- Execute some test tactics to see if the fit is right
- Launch wider and see how it goes
Have you ever been successful in building a program like this? We’d like to hear about it!
Show Notes and Resources
- Learn about legal marketing as it relates to influencer relations.
- Influencer marketing can be organic or paid.
- I mentioned influencer relations is public relations.