When you’re planning your next new product launch beyond your traditional media lists that you send to, are you utilizing the Influencers in the market you’re going after?
Most times you don’t think about those bloggers out there that have big followings in the markets that you’re trying to reach.
An Influencer is someone who is able to mobilize options and create reactions when talking about a specific market or topic. They are the kinds of folks you want talking about you and your products. For example, if your target is mechanical contractors, you should be talking with John Mesenbrink from mechanical-hub. His blog is known throughout the industry and he’s a respected source of information.
Beyond getting them samples to try, they are looking for material you can provide so they can produce their own content. If possible, some exclusive little tidbits are always helpful. They can spread the word to a large number of your target audience in a short period of time…that’s the good news. The potential bad news is you can’t send them a press release and expect them to run it as is. Influencers make and have opinions, and we always run the risk that they may not be as kind as you would in evaluating the product. They will always be fair, but to some marketers, that’s a relative term.
Long-term strategy would be to identify and start-up a conversation long before you launch that new product. Get to know them and they you. Again, it’s about relationships.