Consumer conversation and engagement are increasing in value as a
new era in marketing emerges. Consumers are empowered to be their own Private Eyes–dig
deep to find true value via reviews, free reports and blogs. Consumers
are turning to word of mouth (via the web) as a valuable resource to
make purchasing decisions. Access to communication tools on the web
have amplified the importance and influence of word of mouth. Though
it’s not possible to transition all of your marketing efforts to a
viral campaign on YouTube, companies are realizing the power of product
/ service value and their communication with influencers.
To elevate your word of mouth efforts and engage influentials, we are going to take a look at how to effectively speak with influencers:
The first step to generating buzz, is to have a compelling product
that adds value to the market. It’s all about “earning” the buzz
through great products and experiences. Do your market research, crunch
the numbers, do whatever you have to to find a market need. Nothing is
more wasteful than creating a generic product with little to no value.
Influencers will not respond positively to an average, mundane product
/ service. If your product has value, it will earn its stripes through
word of mouth. Value is essential in generating buzz.
Engaging Buzzing Influencers
When engaging influencers, identify the right target person / group
to talk about your product. If your product / service is not relevant
or important, it will fall upon deaf ears. Go big then fine-tune your
target. Identify the market, then the key players within it.
Once you have a shortlist of influencers, you can develop a
strategy. For example, if you’re launching a new iPhone app, you should
consider influential blogs such as Mashable, RWW or the iPhone App blog.
Once you’ve decided on a shortlist of blogs, what are their passion
points? Mashable is geared towards social media, covering a swath of
topics, whereas iPhone App is very specific. Now you have the key
players, how are you going