![]() Your influencers have to meet a few conditions. 75% of marketers say identifying influencers is the hardest part of outreach marketing. Now, finding influencers isn’t as easy as it sounds. (This concept is known as the majority illusion.) New information from the USC Information Sciences Institute reveals that you only need a few influencers talking about your content to create an impression that everyone is interested. You don’t need a lot of influential people, just a few who are willing to work with you. They have a direct line to people who might become your fans too. Identifying Influential PeopleĪn influential person is someone with an audience that matches your own (or who you think your audience should be). If you have any PR experience, outreach marketing will appeal to you. Both publish facts and opinions, and both have audiences that can be leveraged. These days, there’s less of a distinction between a blog and a news outlet. If you think that sounds a lot like public relations, you’re right. Researchers at Nielsen found that people are more likely to trust advertising from people they know. Whether it’s a guy at a cocktail party trying to promote himself for a date or a brand trying to convince a consumer that they are the best-it’s all the same,” says Kristen Matthews, Director of Marketing at GroupHigh. “People are wired to trust a third party recommendation more than someone talking about themselves. This type of connection is more than standard promotion. The goal is to get the influencer to share your content with their fans, increasing your exposure to the right kinds of people. It involves directly promoting your content to influential people whose audiences are similar to yours. Outreach marketing (sometimes called influencer marketing) is a simple strategy. The tactic of reaching out to Oprah is called “outreach marketing” and it works the same way online. Most of the submitters never heard back, but over the course of the Book Club segment, 70 lucky authors were slingshot into stardom and revenue. Oprah’s team received hundreds of pitches every week. Naturally, every author whose work appealed to Oprah’s demographic wanted their book featured in her segment. Some were adapted into films and one even won a Pulitzer Prize ( The Road, by the way great book). Obscure titles became bestsellers overnight. As you can imagine, her recommendations had tremendous influence. OUTREACH MARKETING TV(So popular, in fact, that Oprah went on to create her own cable TV network.) It lasted 25 years, received 47 Emmy Awards, and drew about 7.4 million views every day. Now, the Oprah show was enormously popular. Over the course of a month, she would read the book and discuss it with her fans. On her television show, Oprah Winfrey had a segment called “Oprah’s Book Club” that highlighted books she personally chose. ![]()
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