Industry Influencers Handbook


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Please download our “Industry Influencers” handbook. If you are looking to increase the reach and engagement of your social strategy, this handbook is the perfect place to start. The handbook contains:
* An introduction to the importance of influencers
* A tip sheet of best practices
* A worksheet for the perfect engagement strategy
* A tracking sheet to organize your influencer network

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Industry Influencers Handbook

  1. 1. INTRODUCTION The future of social media lies in identifying and utilizing industry influencers. Instead of hoping to broadcast your message to the masses, you should be trying to create a groundswell, allowinginfluencers to share your messages for you. So how do you go about putting influencers to work for you? Let’s take a look.
  2. 2. ENGAGING can do a little legwork on your own. If you use a social client like Hootsuite orINFLUENCERS Tweetdeck, you should already have columns set up to monitor your industry’sThe one-to-many broadcast style that has most common keywords. Keep an eye onmade social media such an appealing these columns for any of the following:channel for so many marketers ischanging. Tweets are now buried under • Is a particular person retweetedthe thousands of new accounts added frequently?daily, and according to Facebook analytics • Are people sharing content from afirm PageLever, most Facebook page particular person often?posts fade off into the ether in just three to • Is there somebody who tweets yourfive hours after being published. Brands keywords a lot?need to adapt their focus in order to besuccessful. But how? Simple. With a focus It is likely that the people you identify areon industry influencers. Let’s take a look! influential on topics pertaining to your keyword. Once you’ve identified these influencers, it’s time to start building aDo Your Research relationship.As the importance of influencerscontinues to grow, a number of serviceshave sprouted up to help businesses Quick Tipidentify the influencers. Paid service Twitter lists can also be anotherLittleBird promises to put you in the right great place to find influencers.conversations with the right people, andKlout has introduced a new service aimedat identifying the best influencers for a Build Slowlycompany. However, both are still in private Start your relationship slowly by followingbeta. your influencers on major social channels. Keep the first two weeks strictly to passiveSo while you are waiting for these services engagement. Retweet a particularlyto become available to the masses, you resonant tweet and share some of their
  3. 3. content (if they create any). You want to linking to your content may be all you needshare enough of their content that they to elicit a response.recognize you as a consistent follower. Special note: It is important that you presentSpecial note: Simply linking to their any influencer with value. You should notcontent will not put you on anyone’s radar. request a share for just any work. Only putTake a minute to add value in the form of your best content -- something you are trulyyour own thoughts or feedback. proud of -- in front of an influencer. Nurturing the RelationshipMake Your Pitch Now if you’ve laid the groundwork, you mayOnce you’ve spent some time building your see your content spread far and wide by yourrelationship, it is time for you to put that influencers. After your celebration dancerelationship to work by pitching a piece you need to make sure you maintain yourof your recent content for them to share. relationship. Don’t stop sharing, retweeting,This is often a nerve-racking moment for and engaging with your influencers. Themany marketers, but needlessly so. Most more you maintain those relationships,marketers have never heard of an influencer the more likely it is that you will get sharesgetting upset, complaining, or otherwise again.acting unpleasant in any way. The worstcase scenario is that your request will get Quick Tipignored. Consider creating a schedule to stay on top of your relationships.Pitches can range in seriousness, and yourapproach should hinge on what you’relooking to accomplish. If you are looking to Let’s take a look at some useful tips,have an influencer publish your content on worksheets, and tracking sheets that willtheir site or blog, a well-composed email is help you get your influencer strategy up andoften the best way to make your request. If running!you are simply looking to have them shareyour content with their network, a brief tweetpointing out why they may be interested and
  4. 4. TIP SHEET
  5. 5. WORK SHEET
  7. 7. ABOUT PARDOTPardot offers a best-in-class marketing automation platform that managesprospect interactions such as site visits, email, forms, and more. The on-demand suite solves the integration challenges faced by B2B marketersby allowing control of once disparate online and offline marketing toolsin one central interface.