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Influencer Marketing & SEO

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This webinar aired on October 11, 2018 with Caz Bevan, Director of Marketing at Boostability

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How do you find influencers for your niche? What is the difference between influencer marketing on your own site and influencer marketing with others? Do you service Linkedin Marketing Campaigns for businesses? How do you utilize online influencers for an older demographic that isn't Gen Z or Millennial? What other resources do you have for influencer marketing information?
How do you find influencers for your niche?

The high-level answer is, Google an influencer marketing agency. Good agencies allow you to search their influencer database by business category or keyword so you can find the most influential person that pertains to your business.

Don't think that influencer marketing is just for food, fashion, and travel. I have worked on many influencer marketing campaigns for music, entertainment, hobbies, television, and even construction management. It has been done!

At its core, influencer marketing is finding the right, influential and engaging person to tell an AUTHENTIC and PERSONALIZED story. STORYTELLERS make the most impact in today's marketing world.

Answered by Caz Bevan, Director of Marketingt Boostability
What is the difference between influencer marketing on your own site and influencer marketing with others?

Being influential with your own social media marketing campaigns is very important, no doubt! However, the definition of influencer marketing as today's buzzword is an individual that is influential with a very niche market. While brands can be influential, influencers are based on individuals. Likewise, while individuals in your company can be influential, if someone is posting about your company online and also works for you, the term for that is an employee advocate. Influencer marketing requires that you work with an individual outside of your company that has a niche influence over a particular topic and with a niche demographic that works best for your business. If you want to learn more about helping your employee advocates to become more influential, we have some links for htat below in our additional resources.

Answered by Caz Bevan, Director of Marketing at Boostability
Do you service Linkedin Marketing Campaigns for businesses?

Wow! This is a fantastic idea. First off, Boostability in and of itself is a SEO services company. We do not do influencer marketing campaigns, but we can help you get the most from your influencer campaigns by having a relevant search engine optimization strategy that will help you get more traffic from the organic searches that naturally come from influencer marketing posts. In other words, if someone sees an influencer marketing post about custom made signs, for exampe. You don't wnat that person to go to Google and type in 'where can I get custom made signs near me' without landing on your page! Without search engine optimization to back your influencer marketing posts, you are likely investing your good money into promoting someone else's brand!

That being said, influener marketing agencies don't typically promote influencers in the B2B LinkedIn Community space, but that is a fantastic idea! The only reason you're not going to find a lot of LinkedIn influencers is simply that tracking LinkedIn results for individual pages is very, very difficult. LinkedIn reports analytics on company pages, but they don't do a lot to tell an individual how influential they are in the LinkedIn space.

I do know two individuals that I would consider LinkedIn Influencers. Their content goes above and beyond! Everything they say is easily eye catching, niche to their market, and incredibly interesting. They are both, in their own right, storytellers and influencers. One utilizes video on LinkedIn which is something you don't see a lot of and therefore it is disruptive to that marketspace. It works! The other does a lot of podcasts, speaking engagements, and presentations. He primarily focuses on his LinkedIn influence through direct posts and the LinkedIn Pulse publication feature (aka blogging directly to your LinkedIn page).

While you won't easily find an influencer agency that boasts LinkedIn influencers, I would absolutely find an individual willing to work on this campaign with you! I think it would be truly disruptive to the space and could take you really far in the LinkedIn community. I would reach out to influencers that exist in other strong B2B areas on common influencer platforms, such as Twitter. I would have them run a Twitter campaign for you and then discuss with them individually if they'd be willing to create LinkedIn-specific content. Be sure that their LinkedIn demographic is the same as your demographic. That's the hardest part about LinkedIn. The demographic to a person's individual LinkedIn feed is largely based on who they know personally and professionally. Therefore, it is largely based on their own professional experience. You'll need to find an individual that has the same professinoal experience that your business boasts, but also someone that doesn't work for you or with you directly otherwise that falls under employee advocacy or brand evangelist campaigns.

Answered by Caz Bevan, Director of Marketing at Boostability
How do you utilize online influencers for an older demographic that isn't Gen Z or Millennial?

This is a truly fantastic question! We talk a lot in this webinar about the influence of younger generations and utilizing influencer campaigns to capture a younger generation in ways we can't do with traditional online marketing. While influencer marketing is largely focused on capturing the younger generations interest, that does not mean that an older generatino or a B2B element cannot be influential. In this webinar, I use my Dad as a great example. He truly impresses me with how interactive he is online in communities that interest him. I think an older generation in a way is almost easier to capture through an influencer campaign than a younger generation simply because the older generation will only follow things that interest them. They are not largely active online and therefore not viewing or liking thousands of pages each day in a way that is barely quantifiable. An older online generation is straight-to-the-point and you can follow their interests easily. An older generation of internet users is also much more likely to trust a referral from an online source that has a strong, authentic story to tell. I think the key to B2B and older generation campagins is to utilize an influencer that is in the same age demographic as your audience, and focus on being interactive on forums and in groups, Facebook, and YouTube.

Answered by Caz Bevan, Director of Marketing at Boostability
What other resources do you have for influencer marketing information?

For everything we've recently written on influencer marketing, click here to read the BoostBlog.

The Best Social Media Channels for Influencer Marketing

What Is Influencer Marketing & Why Is It Making So Much Buzz These Days?

How To Measure Earned Media Value With Influencer Marketing

What Are Social Media Influencers & How Do I Find Them?

How To Find Social Media Influencers

How To Encourage Your Employees To Be Brand Influencers

If you have additional questions about influencer marketing, feel free to reach out to Caz Bevan, Director of Marketing at Boostability via Twitter @CazBevan.

Answered by Caz Bevan, Director of Marketing at Boostability