{"id":25948,"date":"2017-10-19T15:11:37","date_gmt":"2017-10-19T13:11:37","guid":{"rendered":"https:\/\/mention.com\/blog\/?p=7005"},"modified":"2021-09-30T20:07:00","modified_gmt":"2021-09-30T20:07:00","slug":"relevant-marketing-outreach","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/relevant-marketing-outreach\/","title":{"rendered":"5 Qualities of Relevant Influencers for Marketing Outreach"},"content":{"rendered":"

Influencer marketing is about quality, not quantity.
\n[Tweet “Influencer marketing is about quality, not quantity.”]
\nYou could have a campaign involving 50 influencers, each of them reaching millions of people every day – and see zero <\/em>results from it.
\nNow that it\u2019s become such a popular marketing tactic, sloppy or poorly targeted influencer campaigns won\u2019t cut it anymore. You need to make sure you\u2019re spending time building relationships<\/a> that bring your team closer to meeting its goals.
\nYou need to make sure your influencers are relevant<\/a> to your campaign.
\nWhen you\u2019re building the influencer strategy<\/a> for your next round of marketing outreach, here\u2019s what to look for in the pros you add to your outreach list:<\/p>\n

Want to do target better influencers for your next campaign? Download our influencer research checklist to keep by your side.<\/em><\/a><\/h4>\n

1. Relevance<\/h2>\n

The very first thing to ask yourself is whether or not that person\u2019s audience would even care<\/strong> about anything you\u2019re doing.
\nYou\u2019re working with influencers in order to take advantage of their clout and audience. But if that clout and audience is in a field that has nothing<\/em> to do with your brand, you won\u2019t get much of an advantage.
\nAn ideal influencer will talk about the topic you\u2019re pitching already<\/strong>, or at least something very similar. For example, if I were creating an influencer list<\/a> for an ebook about social media tools, I\u2019d look for people who talk about that, or related topics like marketing tools, social media marketing, etc.
\n\"relevant
\nIt\u2019s also great if they\u2019re talking to an audience similar to your own.<\/strong> You want to reach people who can convert – either by becoming a member of your community or by converting now.
\nSo for that social media tools ebook, looking at any influencers who reach social media marketers will help grow my audience, even if they don\u2019t specifically talk about the tools aspect of it all the time.
\nInfluencer research tools<\/a> that let you search for influencers by topic or area of expertise will help you identify who’s talking about your niche, or to your audience.<\/p>\n

2. An engaged community<\/h2>\n

Some people have huge social media audiences full of people who don\u2019t really care. A big reach doesn\u2019t necessarily mean influence. <\/strong>You want to make sure a person\u2019s followers, subscribers, etc. actually listen<\/em> to what they\u2019re saying and put some stock in the information.
\nIf you\u2019re looking to convert people or start conversations, it\u2019s important that every influencer you work with has the ability to do so. They need to actually move people to action, whether that\u2019s making a purchase, sharing something on Facebook, or visiting your website.
\nLook at the likes, shares, replies, comments, etc. they receive on social media and their website to see what kind of engagement they usually get. You also want to see what those reactions say – can you see if they\u2019re they driving people to action?
\n[Tweet “You need to make sure people on your influencer outreach list actually influence decisions.”]
\nTry to find evidence that they\u2019ve actually influenced their audience. If they\u2019ve done previous endorsements or partnerships, see what their audience\u2019s reaction was.<\/p>\n

3. Supports your campaign\u2019s goals<\/h2>\n

A social media influencer<\/a> may have limited benefits for a campaign focused on improving SEO rankings of a certain landing page. If they\u2019re influence is only on social media and not other websites, there\u2019s only so much they can do for that campaign.
\nBut if you\u2019re running a social campaigns where you want follows, comments, and shares, an influential website is only as good as its social media profiles. If the website is authoritative but their Twitter profile is dead and unengaged, save them for another campaign.
\n\"influencer-marketing-kpis\"<\/a>
\nMake sure your campaign partners support your campaign goals. List out the different important KPIs, like:<\/p>\n