Influencer marketing – you see it all the time.
Wouldn’t it be great if a celebrity like Oprah Winfrey publicly declared your VOD site is where she goes to get information on your niche? That, coupled with products that deserve the praise, could skyrocket your business to the top.
Real-life example? Sure.
Here’s a soundbite of Emma Watson revealing during an interview that she subscribes to OMGYes.com, a subscription video on demand (SVOD) website that uses scientific research to educate its members on female sexuality via video content.
Can you IMAGINE what this did for OMGYes.com?
So, while it could be a little tough to get Oprah or Emma Watson on your side, the impact of any online influencer in your niche would be just the same.
There are so many influencers with plenty of klout you could leverage … if only you knew how to go about getting on board with influencer marketing.
That’s exactly what we’ll cover in this section of the Video Business School. Get ready to open the gates to more and better traffic.
Before we get too far down the road, let’s define our term a little better. Emma and Oprah are influencers because they’re celebrities, but celebrity status isn’t necessary to qualify as an influencer.
Your job is to locate and activate those who can best speak to your specific audience. You want people whose expertise dovetails with your VOD niche and can send subscribers knocking on your SVOD website door.
Influencer marketing invites others to help spread the word about your business. Chances are good you already know many more potential influencers than you realize.
We trust people way more than we trust brands. That’s why the toothpaste advertisement says “Nine out of ten dentists say our toothpaste is the best.” Brands will lie to you, but your dentist would never lead you astray.
Consumers have always looked to family and friends for recommendations – everything from “Where’s the best restaurant?” to “Which car should I buy?” Social media magnified our list of friends exponentially. Prior to the internet, you’d go to a local guitar player to get help with learning to play your new Taylor acoustic. Now, you’re more likely to begin your search for an answer online.
That’s where influencers come in. If your SVOD training series, “Learn to Play the Acoustic Guitar” is recommended by someone I know, I’m much more likely to consider your course. If the person doing the recommending is also head of the music department at the college my daughter attends, the odds just got stacked even higher in your favor.
George Foreman’s infomercial line, “It’s so good, I put my name on it,” is the essence of influencer marketing: The influencer passes credibility to the product, and credibility builds trust.
You can find influencers by looking outside the box, looking inside the box, and looking all around the box. You’re looking for people who score high in these two characteristics:
That’s your base.
Here are additional considerations to help fine-tune your search:
Wherever you choose to look and however you choose to carry out the search, here’s the most effective strategy for engagement:
Save your advertising for the right channels. When you’re prospecting for influencers, you’re focusing on the give, not on the get. Never ever never spam a group. Respect them, and they’ll respect you.
Once you’ve done your homework well by listening closely to the conversation and getting to know more about potential influencers, you’ll know who is promoting what.
In the early days of influencer marketing, bloggers were hopping on the “Gotta have my Starbucks” bandwagon. Did a bevy of influencers suddenly become addicted to lattes? Or did Starbucks begin paying bloggers to mention them?
You’ll need to give in order to get. For some influencers, that will mean you’ll need to pay money for the mention. For others, you’ll need to provide content, provide services, provide a free subscription to your VOD channel – you’ll need to determine the type of payment best suited to each influencer.
There’s one super-step you can use to get even closer to understanding what will most motivate influencers to help you. It’s such a simple tactic that it’s often overlooked: ASK.
Keep your eyes open, and you’ll begin to notice all kinds of people who can help you spread the word about your business.
Cultivate those influencers. Add value to their work. Care about their audience, and you’ll soon discover something amazing: their audience cares about you.
First 100 CustomersGo to Lesson 10