{"id":1642,"date":"2020-05-12T03:30:41","date_gmt":"2020-05-12T03:30:41","guid":{"rendered":"https:\/\/britopian.com\/?p=1642"},"modified":"2023-04-01T23:37:04","modified_gmt":"2023-04-01T23:37:04","slug":"influencer-engagement","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/influencer-marketing\/influencer-engagement\/","title":{"rendered":"Organic Influencer Engagement Strategy: Build Authentic Connections"},"content":{"rendered":"
An organic influencer engagement strategy will help you stay relevant, create more impactful content, and reach audiences you couldn’t reach on your own.<\/p>\n\n\n\n
Why this matters:<\/strong><\/p>\n\n\n\n Authentic influencer engagement matters because it is crucial in building consumer trust and amplifying your brand’s message to new audiences.<\/p>\n\n\n\n By the numbers:<\/strong><\/p>\n\n\n\n Before we get into the specifics of an organic influencer engagement strategy, let me talk about what it isn’t.<\/p>\n\n\n\n An organic influencer marketing strategy does not involve paying influencers to collaborate for a campaign. It’s not paying influencers to use their content. It has nothing to do with sending influencer products in return for a social media post.<\/p>\n\n\n\n Still, many people think that organic influencer engagement involves spending massive amounts of money paying influencers for collaboration. Unfortunately, this is usually the case for consumer brands because influencers in this space won’t do anything for free.<\/p>\n\n\n\n Organic influencer engagement isn’t going to Twitter once a week and liking, commenting, and retweeting a few journalists or B2B creators. That’s not bad, but my 10-year-old niece can do that.<\/p>\n\n\n\n So now, let’s define what organic influencer engagement means and how it works.<\/p>\n\n\n\n The best way to define organic influencer marketing is to compare it to organic social media.<\/p>\n\n\n\n Organic social media refers to the non-paid, naturally occurring activity on social media platforms. This includes posting content, commenting, liking, and sharing without promotion.<\/p>\n\n\n\n This is the same for organic influencer engagement. It involves identifying the right influencers, tracking their movements and conversations, and engaging with them by posting, liking, and sharing their content.<\/p>\n\n\n\n Sometimes, you may want to do influencer outreach and invite them to events and webinars or send them company news.<\/p>\n\n\n\n This approach is an efficient way to align your brand with industry influencers. Here are some key reasons why organic influencer engagement matters:<\/p>\n\n\n\n The first step is to identify the right influencers to work with. Look for influencers who align with your brand values and messaging and have a similar target audience. You can use tools like Buzzsumo or CIPIO.ai to find influencers with high engagement rates and genuine followers.<\/p>\n\n\n\n You also use ChatGPT to find relevant influencers in your industry.<\/p>\n\n\n\n If you have a decent-sized budget, you can use Onalytica or Tagger Media. These are enterprise-related influencer marketing platforms<\/a> that have more robust functionality.<\/p>\n\n\n\n Once you have identified the influencers, you should segment them by influencer type\u2013journalists, analysts, and technologists. From there, you should segment them by topic or industry. For example, if you are an AI company, you’ll want to find and engage with AI influencers<\/a> and influencers aligned to general technology. You’ll also find adjacent topics and influencers and engage with them.<\/p>\n\n\n\n Now you can put together an action plan for how you will engage the influencers and in what ways.<\/p>\n\n\n\n There are several ways to engage influencers on social media. I will outline a low-budget approach and an approach that is more robust, data-driven, and expensive.<\/p>\n\n\n\n I should add that it’s not free because a significant time investment is needed to do all this work. Here’s what you can do:<\/p>\n\n\n\n It seems basic, but it is highly effective if you don’t appear spammy.<\/p>\n\n\n\n Even if you have a large marketing budget, the above approach still works, and I highly recommend you continue to do it. But it’s much more effective if you have the technology and an agile, creative team to help you. Here is an approach you can use:<\/p>\n\n\n\n Add the influencers to a social listening panel.<\/strong> You can use Brandwatch, Onalytica, or another social listening platform you can access. The benefit of doing it this way is that you can look at trending topics among groups of influencers. You can also find the articles and blog posts they share or mention.<\/p>\n\n\n\n Create alerts.<\/strong> You can be notified with alerts if a certain topic, brand name, or hashtag is being mentioned at a higher rate. This is helpful so you don’t have to spend hours monitoring the conversation and identifying engagement opportunities.<\/p>\n\n\n\n Activate the content engine.<\/strong> Once you see an opportunity to engage, you could turn on the content engine. A content engine workflow allows you to create content quickly and easily. Agile content development<\/a> is needed to ensure you post timely content relevant to the influencers.<\/p>\n\n\n\n\n
What is Organic Influencer Engagement?<\/h3>\n\n\n\n
Why Does Organic Influencer Marketing Matter?<\/strong><\/h3>\n\n\n\n
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Organic Influencer Engagement Starts With Research<\/h3>\n\n\n\n
How to Engage Influencers on Social Media Platforms<\/h3>\n\n\n\n
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