Influencers are gaining more and more attention from companies when it comes to developing digital marketing strategies. These new opinion leaders have increasingly brought together communicative actions in the new media, thanks to the democratization of access to profiles by platforms such as YouTube, Instagram or Pinterest.
We already talked about the importance of influencers when planning new work spaces. Today we delve much deeper into the topic, delving into how to capture the attention of these leaders with the goal of planning specific strategies that exploit the presence of influencers as brand ambassadors.
Magnet effect: how to attract influencers to our brand
The greatest interest that a company can have on the part of an opinion leader is for him to speak positively about one of its brands. New influencers usually maintain great communicative flexibility with their audiences, something that has revolutionized the traditional “critic” profile due to its short-term effects.
Getting the attention of an influencer can start through three lines of action that can be more or less positive depending on the resources that the organization is willing to allocate to this end. We could define these as:
–Gain attention through direct interaction on networks: One of the methods to begin to redirect the attention of a new influencer towards our brand is through social networks, more specifically the creation of opinion threads that attract the attention of the opinion leader and involve them in digital discussions. The task of the company’s community manager is vital in this area, since they must try to correctly manage everything that is said and how it is said, to avoid communication crises that lead to reputational crises. This method does not guarantee success, although it does guarantee traffic. The scenarios that influencers can adopt are so broad that they range from indifference to unconditional support (especially if they are involved as part of CSR actions).
–Direct negotiation with an opinion leader: It is the most obvious method of attracting an influencer. This consists of contacting the opinion leader through one of the channels available to arrange a contract that serves to guarantee the support of the influencer for a certain period of time as a brand ambassador. To this end, the company must be willing to assume a series of resources. Digital traffic would increase, although the audience behind the opinion leader must be taken into account. Is that audience our organization really wants to reach?
–Management of influencers through agencies: It is today one of the methods that most facilitate the work of organizations to access the market of influencers and digital opinion leaders. These companies are responsible for managing profiles, adapting them to the specific demands of an organization, as well as its audiences. These companies usually manage convergence spaces to unite influencers with organizations. An example of this is the Friendsfluencers project (#Friendsfluencers), an initiative that unites hopes and initiatives between opinion leaders and companies.
Conventions and synergy spaces: the perfect opportunity
Una de las grandes oportunidades para acercar estos dos grandes grupos de interés suele venir de los eventos, convenciones o jornadas de networking. Estos espacios ayudan a cimentar relaciones que posibilitan la inclusión de líderes de opinión en las estrategias de marketing de las distintas organizaciones.
Muchas de estas jornadas suelen partir de iniciativas propias de instituciones públicas, aceleradoras de empresas, aunque las mismas agencias de promoción y gestión de influencers suelen organizar eventos para el networking.
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