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Mike Lieberman, CEO and Chief Revenue ScientistMon, Sep 15, 2014 5 min read

Content Marketing: Use Influencers To Exponentially Increase Visitors And Leads

InfluencerHow do we get our blog articles to be on the first page of search engines?

That is the goal, right? What’s the point of doing blog after blog if they don’t rank, don’t drive visitors and don’t convert visitors into leads?

We’ve been pitching client content to key website properties as part of our engagement, but we recently adjusted that strategy to include what we call influencers. Those influencers, if used properly, help your blog articles rank higher, rank more quickly and deliver better results.

Here’s how you do it.

Identify Influential Individuals 

You’ve seen us write about finding websites where people are talking about your industry and the challenges your target prospects are dealing with. Now, you also want to identify the individual bloggers and thought leaders who are actually writing about your industry.

These people are easier to identify than you might think, and they share something in common with you. They want the same exposure on the Web and on social media as you do, so they are going to be interested in working with you.

Use Tools

To help identify the influencers in your industry, try a few of these tools. Traackr.com allows you to search by topics, find suggested influencers and import a list to see which are the best ones. BuzzSumo.com has similar functionality. You can search keywords and see who has the biggest number of fans. NinjaOutreach.com has similar functionality to Traackr but is a little more cost effective. 

You should be seeking people with large audiences in terms of blog subscribers and social followers, as well as influencers who publish prolifically, driving response and interaction within their communities. These are all key metrics to look for as you start to identify influencers to connect with.

Finding the influencers is the easy part. What you do with your list requires a delicate touch and a desire to help them before they help you.

Take A Friendly Approach

Reach out to your influencers with an offer to help them. After all, you have an audience that could potentially be interested in becoming part of their community. Offer to share their content on your blog or on your website. Offer to interview them or to include them or their quote in an upcoming blog article.

It’s likely they’ve written or published something over the past few weeks, so ask if you could promote that content on your website. Most of your influencers are going to be happy to extend their reach to an entirely new set of potential fans for their content.

What works nicely about this is that when you put their content on your site, they’re going to promote it to their much larger audience, driving new and well-qualified visitors to your website, your content and your remarkable messaging.

Plan It Out Quarterly As Part Of Your Content Strategy

The best way to build this influencer element into your content marketing strategy is to consider working with one influencer each month to promote one piece of content or one blog article. This, in addition to your other content marketing efforts, is going to contribute to increased visitors and increased leads from your blogging efforts.

Start Today Tip – Create your list of influencers and start your outreach efforts. It’s going to take time for you to get the list together, start reaching out and make friends. The sooner you start, the sooner you’ll see some returns. Don’t take forever to get your list of influencers together. Just the top 25 or so would be perfect to give your content marketing efforts a boost. This is important: Remember that to “make a friend,” you have to offer to do something for them before you ask them to do something for you. This is the best way to get these very important people to help you with your inbound marketing efforts.

Square 2 Marketing – Leading The Reality Marketing And Inbound Marketing Revolution!

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.

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