Every marketer wants a piece of what’s hot, but guess what? Influencer relations has its roots in public relations! My core profession is #RockHot, and we who are aware of the strength of influencer relations should also know it’s a moving sidewalk.
In this episode, I tell a lengthy, John will agree, story about my quest to become an influencer and thought leader in my profession. I elected to do that via my new blog that was launched in March 2010. It happened by 12 months later, and that network of people with whom I connected remain part of my life.
Meanwhile, out of the rabbit hole I come, if you want to grow your personal brand as a small business, you need to use organic influence — the baby steps, grassroots public relations that builds relationships and earns trust with the customer and peer and client. Organic influence is an evolution; it evolves by how much you give. Let’s be real clear — it’s by how much you GIVE and not how much you TAKE. It’s easier to be an influencer if you have a nod toward nurturing. That’s who I am, and I love giving. The rewards are lovely in return, too!
Paid influence is more popular now because Facebook determined that brands’ fan pages were going to get short shrift next to Friends and Family. That means brands had to go on the lookout for influencers to pay to promote the brand in a natural way, much like native advertising. When that happens, the FTC is all about looking over the shoulder to ensure there are disclaimers alongside the pay out. No one wants a consumer to be cheated into believing someone of fairly large influence brand is stumping for a brand and getting paid.
Here’s a story I wrote in May 2010 about P&G launched a huge influencer campaign with mommy bloggers. The brand was touting its new diaper and moms were all over it. Turns out the diaper wasn’t working and babies behinds were getting painful rashes. Ouch. P&G turned it up a notch and enlisted support from an entire cadre of mommy bloggers to listen and turn it all around.
In this episode, we give a shout out to Mark W. Schaefer and his cohost Tom Webster on The Marketing Companion podcast who just realized the fun of audio emojis. John Gregory Olson is the KING of audio emojis and has been doing them for exactly 87 episodes!
Influencer Relations Takeaways
1. Does my business need a boost with an outside influencer to help share stories about my brand to their customers who may become mine?
2. Do I have a budget to spend on a paid influencer campaign?
3. Can I do organic influence based on my ability to parlay my personal brand throughout a wider net?
If you need more information on influencer relations, give us a shout. Better yet, if you have a story to share, come on the show. Let’s bump heads together to help you influence the influencers!
Show notes and resources
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