by Randall CraigFiled in: Blog, Branding, Make It Happen Tipsheet, MarketingTagged as: Digital Strategy, Influence
Influencers are incredibly powerful, not just because of their reach, but because of their trusted relationships. They can bring your name and your services to a completely new audience. They can provide insights into your market – and the market’s view about you – that are uniquely valuable. They can recommend you – or skewer you.
Clearly it is important to develop strong relationships with influencers – but how do you know who they are? And more importantly, how might you assess the power of their influence? Here are ten tests that can help:
The most important test – relevance: The question of influence is not complete unless you address the question of who they are influential with. If a person or organization has influence with an irrelevant target audience, then why should you care? To you, that influencer is irrelevant.
Who are the influencers in your market? This week, spend a few minutes identifying them, and then put together a plan to build stronger relationships with them.
An alternative action plan: How might you become a more powerful influencer yourself? One clue: Look at the ten tests above, and consider how your current marketing initiatives move you up the scale on each.
Marketing Insight: In the publishing world, the degree of your influence is often referred to as the strength of your platform. The stronger your platform, the more books you will sell. In the marketing world, influence is both a driver of brand equity, and evidence of the brand’s strength. The stronger your brand and your platform, the more successful any particular marketing initiative will be. This is true for organizations, and for individuals.
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