There is an old adage that all publicity is good publicity.
Some might argue that the only thing worse than any kind of publicity is not being in the public spotlight at all. Oscar Wilde famously wrote in The Picture of Dorian Gray, “[…] The only thing worse than being talked about is not being talked about.”
However, in the age of the internet, managing the public image of your brand can become an insurmountable task if you start circling the drain. Hitching your wagon to the wrong horse…er, I mean people…can also irreparably tarnish your reputation.
And you better believe that all that bad publicity will not be good for your brand.
However, there are types of publicity that can do wonders to boost your image, raise your status, and get you and your work in front of more people. It’s known as influencer marketing.
What is influencer marketing?
Done right, influencer marketing (which is very much still alive and kicking despite the critics) is one of the easiest ways to boost your reach and authority.
Kyle Sanders, Head of Search at CWR SEO in Austin notes for Forbes, “Not only is influencer marketing not dead, but it is about to get very exciting as SEOs grasp the various ways it can be used for their clients.”
If you want to know what all the hype is about, there is an easy way to get your feet wet. In fact, if you’re on social media (or in groups and professional associations like this) you’re probably already doing it.
All there is to influencer marketing is consistently and sincerely cultivating healthy reciprocal relationships with bloggers, vloggers, and other influencers in your niche.
The power of blogger marketing
More than guest posts and contributed articles (as I’ve discussed previously), blogger marketing in particular can offer significantly high returns.
Sanders shares that, at his company, “We like approaching bloggers via influencer networks due to the positive benefit it offers when asking for someone’s influence, compared to pitching an article idea for obvious SEO benefit. The acceptance rate from this angle has not only been higher, but there’s been a greater willingness by bloggers to share the end result.”
This is where both research and social networking are so important.
You need to stay current in your niche and connect ahead of time to influencers before you need them. This way you can stay ahead of the game and know you have the network in place to manage launches and campaigns as they happen.
We recently noted that social proof can massively impact your marketing game. We explained. “According to the 2016 BrightLocal consumer review survey, 84% of people trust online reviews and testimonials as much as they do a personal recommendation. They do look for them, and read them, before purchasing a product or service. Additionally, BrightLocal notes that ‘90% of consumers read less than 10 reviews before forming an opinion about a business.’”
This means that most buyers look to social proof for help in making a buying decision.
We all do it: we check online reviews of hotels on TripAdvisor, read detailed Amazon feedback, and check out a seller’s ratings on sites like eBay. It’s also why excellent reviews of your book or product can go a long way towards convincing others that you are worth buying from, reading, or working with.
This is exactly why publishers aim to have very influential editors and authors review new books. It adds a sense of authenticity and respect to the title before you ever even read the book or decide to buy a product.
Tap into the power of tribes with influencer marketing
Influencer marketing is a powerful tool – even more powerful than an online review or anonymous testimonial posted on your site.
This is because a personal recommendation from an influencer – who’s cultivated a long-standing honest and sincere relationship with their own readers and followers – can go a long way towards influencing that tribe’s decisions.
Learn to tap into the power of other influencers’ tribes as part of your overall marketing strategy and you’ll see amazing results!
What are your top networking strategies? Let me know in the comments below.