Secondary Customers: Talkers, Influencers and Social Media Power Users

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In my last post I shared the 7 questions that you need to ask to locate your target audience on social media platforms. In this post I am going to share the secrets of talkers, influencers and social media power users.

I’m a social media power user. My social media weapon of choice is Twitter where I have over 60,000 followers. I make sure I send them a stream of useful information and when I share a post that speaks directly to them, they re-tweet me sending more traffic to the post or product I am promoting. I recently used this social channel to gain a number one position for a bestselling guide in the sales and marketing category on Amazon.   I did it through being a power-user and I achieved this purely through social media traffic generation.  I listened to my followers, I observed their problems and I supplied them a solution. See, it’s easy when you know how. But when you are starting out, it can be hard to engage the power users of any social channel. We’ll come back to this in a minute.

Talkers, I love that description. Talkers are people that are word of mouth evangelists for your products. You’ll identify them easily – they are already talking up a storm about your product, a quick search will identify some of your existing talkers and where they hang out, and you can set up alerts and monitor the community and conversations. It’s essential that you acknowledge these conversations and thank the people for talking up your products and recommending you.

If you read Word of Mouth Marketing by Andy Sernovitz, you’ll already know that Andy suggests creating an exclusive community for your talkers. In this community you give your talkers exclusive content and everything they may need to talk about you. It may be prewritten tweets, it may be exclusive video footage but whatever it is, it’s just for them to share. They need to feel special and exclusive content will drive you heaps of social traffic when it’s shared by your talkers.

Influencers. Influencers is an interesting word. Some would say that with a following of 60k on Twitter I’m an influencer too. And maybe I am. But there is a big difference between influencers, talkers and social media power users. If you think back to my last post, you may have noticed that I say she a lot.

Women are powerful influencers. I have a friend who describes it like this  “Men don’t make a major purchase without consulting the women in his life. He may buy his underpants. He may buy his socks but the bottom line is few men will buy a car or a house without consulting his wife/ girlfriend/mother/sisters/niece, first.”

Even if your ideal customer is male, never disregard the power of an influencer who is female.

If you sell fast cars, you need to reassure your influencers that your fast car is the best. If the fear of a crash is what keeps her awake, you talk safety to her and to your prospect you talk another language entirely – you talk to both of them in the language they understand and holy molten metal batman, they are buying into your brand and into your business big time – they are sharing and driving you targeted traffic that others in your target market will want to check out. Nobody wants to be left behind, right?

Influencers and talkers – where in the world?

My final part of this post expands on the promise I made in my last post. How to find influencers for your product even if they are not in your country… I’ve mentioned listening to the community and engaging with them. But the easiest way to locate them is to use “refer a friend” and your email tracking stats. All social media marketing should lead to some form of data capture, so that you can stay in touch with the people who are genuinely interested in your services. By using the refer a friend option in your email, you are inviting your influencers to help promote you. Your email stats will show you out of all your subscribers who is the most influential, and you can reach out and engage with them.

Email is not the only place for refer a friend. Every page on your website should have the option and the social sharing options for the sites your prospects is most active in.

So if you’re looking to generate more leads and traffic from your social media you need to be engaging with the talkers and influencers.

Do you know who the talkers and influencers are in your target market?

Lilach Bullock
This monthly Social Media Traffic Generation column is contributed by Lilach Bullock. Lilach is highly regarded on the world speaker circuit and has graced Forbes and Number 10 Downing Street with her presence. In a nutshell, she’s a hugely connected and highly influential serial entrepreneur – the embodiment of Digital Intelligence. Listed in Forbes as one of the top 20 women social media power influencers and likewise as one of the top social media power influencers, she is one of the most dynamic personalities in the social media market, she actively leverages ethical online marketing for her clients and for Comms Axis. A business owner, social media consultant, internet mentor and genuine digital guru, Lilach is consulted by journalists and regularly quoted in newspapers, business publications and marketing magazines. +Lilach Bullock
Lilach Bullock

@lilachbullock

Co-Founder of @CommsAxis with @danpurvis. #Digital #marketing, #socialmedia & #content agency. Get in touch today! Proud mum. #Zumba Tweets are mine
If your brand doesn't understand social media, social media won't understand your brand http://t.co/S3vRr25sdL via @SocialStratMatt - 2 hours ago
Lilach Bullock
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Comments

  1. says

    Hi Lilach, basically, word of mouth marketing is the best strategy. No matter it is influencers, talkers, as long as they help to spread.

    • Lilach says

      Thanks Kent – agreed word of mouth Marketing is definitely the way to go.  Have you read Word of Mouth Marketing by Andy Sernovitz?  Such a fantastic book.

      Thanks for stopping by and commenting:)

      • says

         Yes, read it. Word of mouth marketing is the best strategy, but it is the hardest strategy to make people spread. We need to have high quality content, high quality products and services.

        By the way, Lilach, do you have more articles regarding word of mouth marketing?

  2. valerie_keys says

    Hi there,

    I really appreciate this blog post. I am trying to better optimize my use of Twitter for my company, what do you suggest if I am trying to find conversations to join on twitter? 
    My issue – my company runs social media promotions that reward sharing. If I start checking into the hashtags of #social media promotions etc. I end up with other companies – and everyone is just trying to sell. How would you suggest improving (and finding) a Twitter following that encourages sharing, a bit of business but still allows us to discuss our product but from an educational point of view?

    Thank you for your time.

    Cheers!

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