By Phillip Thune, Textbroker
In today’s increasingly digital world, influence comes in many forms. Consumers are online, social, and motivated to find what they need on their own. To keep top of mind for the modern consumer, it is important to have a presence in traditional and social media. Companies and their PR firms spend time cultivating relationships with journalists, reporters, and analysts in the hopes that they will publish a story which influences their readers to buy. Today, they also need to foster relationships with social influencers, or people who are influential in social media.
While traditional media has been around for a while, social media has gained tremendous influence over consumers in the past decade. People are more likely to buy if they have a recommendation from someone they know and trust. Social media has created an environment where people can get peer-recommendations at rapid speed and can research products on their own. Gone are the days when brands had the podium about their products, now other consumers have a voice. Social media sites like Facebook, Twitter, and Pinterest make it easy to share thoughts on brands and their products. People are able to leave their thoughts in product reviews, blogs, and forums making these channels as valuable as a company website. To succeed, companies must join the conversation online and work with the people who are most influential in that environment. To create the right media mix, consider the following:
Identify the right people. You want people who are influential in the right circles. Make sure that the readers are in the same demographic as your target consumer. If you are selling baby carriers, for example, it makes sense to cultivate relationships with people and publications that are influential with new moms. Don’t make the mistake of thinking that the people with the most prestigious publication, the most followers, or the coolest website are the right people. Identifying the right people early on will save you time and help you achieve your goal of reaching consumers.
Make it mutually beneficial. Make sure to read their blog, comment on their articles, share their story and communicate often. Don’t just ask them to write about your company- build a relationship. Tweet about them, refer them to friends, and re-post their content to your website. Any successful relationship is a two way street. If you want someone to write about you, expect to do something for him or her in return.
Getting the right mix of traditional and social media can be a challenge and a lot of work. But, when you connect with the right people, they can amplify your message and get you noticed with consumers.
About the author, Phillip Thune
At Textbroker, Mr. Thune is the CEO-Americas, responsible for growth and strategy. Prior to Textbroker, Mr. Thune was the CEO of HireMeNow.com and President of MIVA (previously FindWhat.com), where he helped grow the company from 35 employees and $500,000 in annual revenue to 500 employees and nearly $200 million in five years, raise over $34 million dollars, acquire five businesses for a total of $230 million, and achieve a market capitalization of over $700 million.
Textbroker is the leading internet platform for on-demand, unique written content, delivering tens of thousands of items per month to its client base. Textbroker.com offers custom U.S. English content creation from 100,000 U.S.-based freelance authors. Textbroker’s other websites offer custom content from professional, native-speaking authors in German (textbroker.de), French (textbroker.fr), UK English (textbroker.co.uk), Spanish (textbroker.es) and Dutch (textbroker.nl). Textbroker is backed, in part, by Viewpoint Capital Partners, a €200 million private equity firm. More information is available at www.textbroker.com.
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