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influence marketing

Are You Using Influencers in Your New Product Launch to Professional Tradesmen?

by | Apr 15, 2014 | Marketing Tips, Public Relations, Social Marketing, Traditional Marketing

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.

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Are you Using Influence Marketing to Connect with your Target Audience?

by | Jul 30, 2013 | Marketing Tips, Marketing Tools, Social Marketing

In today’s world where social media has become an integral part of our overall marketing plans, we can’t rely solely on the old standby of the Four P’s – Product, Price, Promotion and Place. We now have to learn how to manage and measure the brand influencers in social media marketing.

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In an article in Convince and Convert by Danny Brown, he highlights ways to influence the customer with the Four M’s – Make, Manage, Monitor and Measure. He concludes that by incorporating the M’s and the P’s, we’ll be better serving the customer.

  • The customer must be the center of our efforts. We need to find out what stage they are in the buying cycle and address the needs at that particular stage whether it’s information gathering or ready to buy.
  • We need to manage the responses of the messages we send. Did they have a positive or negative impact?
  • We need to monitor the relationship between the small core  group. Who is the influence? What factors are coming into play?
  • If we do all these we’ll be able to measure our influence on customers.

Danny Brown and Sam Fiorella have written a book, Influence Marketing, which I plan on reading. It certainly makes sense that by incorporating the old methods with the new it gives us better ways to communicate and measure.

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