Celebrity endorsements are often used in advertising because they work. It doesn’t matter whether or not they’re qualified to judge the product in question — they’re famous and respected, which affects the way people perceive that opinion. If you’re a smart entrepreneur, you’ll want to look into that for your marketing campaign.
People whose opinions can influence others into a specific action are called influencers, and it’s a great way to market your product – if you can connect with them. Fortunately, there are ways for you to do that.
The best way to connect with an influencer is to find someone you have in common. There are plenty of resources you can use to find out if you know someone who can put you in touch with them. A personal introduction and endorsement is far more likely to get the influencer’s attention than a cold call or email. Talk to everyone you know when you identify an influencer. You may have to talk to a chain of people, but the effort is worth it.
This also works the other way around. Have your employees and friends keep an eye out for people in their feeds who are big in their respective industries and seem to like engaging with their followers. You never know who you’ll discover.
Make Use of LinkedIn
There will be times when you can’t find anyone who can get your foot in the door. In those cases, you’ll have to go with a cold call. Fortunately, you can use LinkedIn for that.
LinkedIn is designed to let you connect to people in the same industry, with many benefits for entrepreneurs. One of the best things you can do on LinkedIn is to become a premium member. As a premium member, you can send five messages a month to people who aren’t in your network. It’s a great way to connect to influencers while simultaneously giving them the opportunity to check out your body of work. Use this technique sparingly, as word can get around that you’re getting spamming people.
Join in One of Their Programs
Influencers are often authorities in their respective fields, and if you’re lucky they also do talks or mentorship programs. Why not join on of their programs? You’re likely to learn something while you’re there, and it gives you a reason to talk to them.
Doing this can result in far more face time than a cold email or even a friendly introduction. It also gives you a chance to show off your stuff, which can affect their opinion on you and your company. You may even meet other influencers if you’re fortunate. Should their programs be too expensive, you can volunteer to help in the program instead.
Don’t limit it to these kinds of events. There are numerous other things to attend that will put you in contact with them, from book signings to conferences. Just keep an eye out on their tweets and posts and you’ll find an opportunity.
Ask for an Interview
The best way to get an influencer’s attention is to talk about them. Send them an email asking for an interview you can post on your website, or for a podcast. Just having them on may increase interest in your product and brand. Your audience is informed, you get an influencer, and the influencer’s reach increases. It’s a win for everyone involved.
If there’s anything to remember is that you must be honest. Don’t fake interest in interviewing them if you just want to get them as an influencer.
Give Them a Helping Hand
The best way to gain someone’s favour is to offer them a solution, something that solves a problem or makes their lives a little easier. That’s the easy part. The difficult part is not asking for anything in return.
Helping people out is more beneficial than you’d think. Influencers tend to have a strong social media presence, and any words of appreciation towards you and your company will go a long way towards stirring interest. If you’re lucky, they may ask if they can do anything for you – you can ask then, but don’t make them feel obligated to do anything.
Influencers can help you and your start-up succeed, but only if you can find a way to connect with them. You don’t have to use all of these techniques. It’s about using the right one for the right situation. Figure out which one to use and you’re on your way to becoming a successful entrepreneur.