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?