How do you segment your influencers for outreach?
Do you know this practical infographic from Traackr: The Many Faces of Influence - you may be able to spot some famous US digital marketing commentators there!
We're sharing this as a useful infographic because it prompts you to think whether you're making the most of opportunities to encourage different types of online influencers to share your branded content.
Segmenting influencers into different types will help you prioritise types of influencers to monitor and interact with. It should be a core approach to support your content marketing, SEO and social media marketing. Remember that Content Marketing is two words - it's not just about creating content, but marketing it!
We feature this infographic in our updated Guide to Influencer Outreach which shows how to use the social networks and a host of free tools to identify, monitor and engage with influencers.
You can 'Click to Expand'.
The infographic covers the '3Rs of influencers' to help prioritization, these are:
- Reach (Audience size)
- Resonance (Engagement power with audience)
- Relevance (Contextual fit)
Often it's natural, to start by using Reach, but although many 'A list' influencers may have good reach, they don't offer relevance to your theme or resonance. We find working with 'B/C' list influencers is more practical for this reason.
What about the micro-influencers?
As you are looking at this visual, you may have noticed that it's focused on the 'stars' and you may be wondering why they have missed micro-influencers. It's a good question and certainly, we recommend micro-influencers as a key part of influencer strategy.
Since this article was first written in 2015, many services have become available to help connect brands with influencers they can use. For example, OSI Affiliate is a marketplace that positions itself as Affiliate Marketing Software to Empower Your Top Brand Advocates'.