Published by Bruce Arthur Orrock on March 6, 2017
Twitter is one of the best social media platforms when it comes to business. There are a ton of features tailored for marketers and advertisers to make a big impact with their work, from Twitter Chats to the humble hashtag.
Marketing on Twitter is definitely useful, but it has the potential to be revolutionary for your brand if you can get your message to the right people. Although things like a large online audience can help with this, the key is to aim for a smaller, more targeted audience. This is where influencer marketing enters the arena.
Influencer marketing provides a much more streamlined method of promoting yourself on Twitter. This guide intends to look at how this strategy can net you more shares, leads and – with any hope – sales through Twitter.
Understanding Your Audience
If you have spent any time working on a brand, sales or marketing, then you will have spent some time thinking about your audience. On Twitter, you really need to obsess over who you want to be following you. This is helpful when trying to find a solid influencer in your industry, as you need to think like your viewers. Consider the type of content (topics, issues, blogs and tweets) that your target audience will be digesting. It is here that you will find some of the best influencers for you on Twitter.
The Role of the Influencer on Twitter
Social media has become a powerful tool that can catapult your brand with a few good word of mouth reviews. On the flipside, some negative comments and criticisms about your company online is all it takes to see some noticeable damage to your online marketing efforts. The importance of a positive online reputation has lead to the rise of social media influencers – individuals who are very active and often well respected online. Social media influencers tend to be strong brand advocates with their own followers.
Social media influencers have the ability to shine a light onto your brand and promote it to their huge audience. However, influencers are only relevant within their niche. Keep this in mind, because exposing your brand to an audience that does not care about what you have to offer is a failure waiting to happen.
What Makes an Influencer?
Influencers have the potential to really help your business out online, but only if they fit your brand. An influencer that has worked well for Starbucks would be pretty useless for Nokia, because they might not care for Nokia. You need to consider the context of your brand in order to find your influencer.
Level of Influence
Once you have found an influencer with the right context for your brand, you need to consider how much influence they have. Can these influencers reach the people that we want to with our brand? If so, then they are a perfect candidate for an influencer for your business.
Profile of an Influencer
A good way to think about an influencer on Twitter for your brand is to build up a profile for them. There are a lot of things that your brand would want to see in an influencer, and this can help you find the right fit.
Some things to consider would be their character and personality. Influencers come in all shapes and sizes, from scientist-types to activists. What type of person will fit with your business? Some other factors to add to your profile could be their niche, their topics and what their preferred genre is. All of these can contribute to how good a fit your influencer will be for you.
Now that you have a good idea of what your influencer is going to look like, you need to explore the online world to find them! There are a few good ways to find your ideal influencer online, which we will look at here.
If you are lucky, then you might already be sitting on some of your strongest influencers. Brand advocates are some of the most vocal, loyal and active influencers you could hope for online. They normally have a large audience behind them that is aligned with the same message that your brand is offering, which offers a lot of potential. Monitor your Twitter feeds for any mentions, shares or likes featuring your brand, because one of these advocates may be behind it.
Another great way to find influencers by keeping an eye on Twitter is to look into similar areas and genres. It may not be a perfect fit, but similar interests are enough to get the ball rolling with potential influencers.
Take to the Blogs!
Outside of Twitter, there are lots of incredibly vocal and influential people that use blogs to get their message out. In fact, the vast majority of marketing influencers have their own blog that they actively post to. What this means is that looking at blogs can be a great way to find an influencer if things are quiet for you on Twitter.
If you are trying to find a blogger that fits your brand, then you should start looking in your niche or field. From here, you can get a feel for what niche’s are out there that might work with your business. Once you have drawn up a shortlist of potential influencers, you can rank them by looking at their SEO rankings online.
If you are struggling to find a solid influencer on your own, then there are a bunch of great tools that can make your life easier such as Mention and Klout.
Making the Most of Influencers
The power of an influencer for your brand really lies in their passion for you, your product or your service. It is important to keep this in mind, because it is what helps nurture your relationship with them, and in turn lets you make the most out of their efforts. The goal from your end is to get content from your satisfied customers, which over time will net you more leads. There are lots of ways to do this, from contests to free samples. Get creative, but remember that your goal is to get the satisfied customers – and influencers – talking.
When you use the content of your influencers, it is important to reward them for their help. This does not have to be much more than a token gift or acknowledgement, but it can go a long way to help build a good relationship with your audience.
The world of influencer marketing is relatively new, and is still maturing into itself. With that said, your brand can gain a lot by trying it out – from growing your online audience to getting more sales. This guide has looked at what influencer marketing is as well as what an influencer looks like on Twitter and how to find them. We have also touched on some of the best ways to engage with and encourage your influencers to help push your brand. With a better understanding of influencer marketing, you should now be able to reap the benefits on Twitter for your business – good luck!