Finding the Influencers and Making them Work for You
There are many influential individuals online – people who have become authorities in a subject by hanging around in communities that interest them. As such, they can often sway others’ views and opinions and even subconsciously market products and services. This natural marketing is in many ways the very best sort of marketing. An advocate exists who doesn’t even realise that they’re essentially working for the company whose product or service they are talking about. This leads marketers to think about ways to exploit these influential people. In the main, it can be done in a way that isn’t completely forced.
There are two ways of going forward as a marketer from here. One way is to pick a person whom you might be able to mould into an ambassador for what you are trying to push online. So, you choose a person, tell them where to hang out, and tell them what they should say. This person might not have necessarily dealt with anything your company has to offer but they may know a little bit about getting involved online. This method will probably mean that you have to train this person and tell them all about your product and, quite possibly, your company. It can work, but it takes longer and sometimes it’s easy for people to spot a fak
The other way, and unfortunately the more difficult way, is to find someone who is influential in the communities to which your company is most relevant. This person will already be involved in the conversation and will probably know what sort of style and tone is most appropriate. You can save a lot of time and effort by using this person as an ambassador for your brand/company.
There are various different ways of finding influential people online. The method you employ depends entirely on where you are looking. It takes time to search, and you may find that someone whom you think would be perfect turns out not to be at all. However, because the internet is full of conversations, forums and FAQ pages, there are many places to look and the right person is out there.