I keep seeing other companies having success with social media marketing. But I just can’t get enough people following my brand. A lot of advice articles talk about the importance of influencers. How do I connect with someone on social media if I’m not already in their network?
Let me first tell you that the number of followers is not the most important part of social media marketing. Conversions are really about engagement—i.e. getting likes, shares, retweets, and comments. If you can create content that gets the attention of even your few current followers, you will naturally start to gain a wider audience when they share your posts with people who are their friends or followers.
And you can connect with influencers in your industry in the same way—by creating great content. Work on your content before you try to hitch a ride on someone else’s popularity.
Once you’ve got that down, you can reach out to someone on a more equal footing. Start by following the content of the influencer you’d like to connect with. Comment on and share their posts. That way, when you attempt to connect via email they may remember that you’re interested in their expertise. When you’re ready to send out an email, make sure you have something valuable to offer them—for instance, an article that is relevant to their followers. Make it clear that you’d like to offer value to them, and you’re not just asking them to do you a favor.
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