How can you build a long-term influencer relationship for social selling?

Everything in LinkedIn now is about aligning yourself with your ICP. Your SEO, Settings, Layout, Visual Appeal, Voice, and Connections. Connecting to the right "influencers" will open up collaboration to industry related subjects which builds inciteful information to share, better reach, and more value to attract a larger audience.

Indeed, on LinkedIn, the emphasis is on aligning every aspect of your profile and activity with your Ideal Customer Profile (ICP). From SEO optimization, profile settings, and layout to the visual aesthetics, and tone of communication. By strategically connecting with the right influencers, you can tap into a wealth of collaboration opportunities on topics pertinent to your industry. This not only garners insightful content to share but also extends your reach and enhances the value you offer, thereby attracting a broader audience. It's about creating a synergy between your online presence and the needs and interests of your ideal clients, which in turn can lead to more meaningful engagements and potential business opportunities.

Knowing which influencers my potential customers listen to and follow will give us the best arguments and ways to communicate with them.

Audience size is a poor measure of expertise. Do you know enough about the subject matter to tell whether an influencer knows what they're talking about? Sadly enough, influence does not equate to expertise. Developing your critical thinking skills and testing an influencer's knowledge are critical tools for a curator. I could be an excellent artist and know a lot about art history; but, that doesn't mean I'm qualified to curate exhibits at the Louvre.

The biggest influencers of your decision maker are often forgotten. Who are they? The people in the company where your buyer works. This could be multiple CxO but also employees of the buyer or even other people in the company. They are in the room when you are not! They can and should be your biggest influencers.

Imagine trying to make a friend by asking, "Hey, would you like to be my friend?" Chances are, it won't work! Just like on LinkedIn, you can't force anyone to engage. What you can do, however is: 1️⃣ Comment on their posts and show appreciation. 2️⃣ Initiate conversations in DMs. 3️⃣ Show genuine interest Stay top-of-mind by offering value consistently, and watch your connections turn into business partners or buyers.

Building relationships with knowledgeable people in an area where you would like to build your reputation is very important. An essential step in building that relationship is connecting with them. How might you develop a genuine relationship? How about asking a thoughtful question in response to an article? What about making a comment that amplifies a point from a post? How you decide to add value as you build your relationship matters. People operating with selfish motives always reveal themselves, whether they know it or not.

Not only do you need to build relationships with your buyers but also with these influencers. Building that relationship will give a bigger view of the challenges within the organisation and allow you influence you buyer indirectly.

Connecting with influencers on social media through likes, comments, and shares is a fantastic way to show your genuine interest in their work. Engaging with their audience can help you become a valuable part of their community. Sending a personalized message or email is a thoughtful approach. It shows that you've taken the time to understand their work and have a genuine interest in collaboration. Offering value is key; it's a win-win strategy. Inviting them to explore your content, product, or service is a great way to initiate a conversation. Asking for feedback or opinions demonstrates your willingness to learn and improve.

By inviting these influencers to participate in your podcast or blog post, you will not only learn about their perspective on your orders or services, but their followers (your potential customer) will discover you.

Once you have established relationships with those internal influencers, start working together on how to help you convince the buyer for your product/service. Co-create through meetings & messaging

I think one of the easiest ways to build your relationship with a new partner is collaborative content. Instead of asking for something, you are offering them a chance to share their opinion and giving access to your audience. You can: 1. Write a blog article or long form Publisher post and ask them for a quote to include. 2. Do a quick video interview (under 3 minutes) where you ask them a question using Zoom and then post it to social platforms. 3. If you have a podcast or other platform, ask to interview them! All of these are ways to work together that don't take a lot of time/effort for the other person and can share a lot of value.

Building on the foundation of trust you've established, proposing collaboration with influencers is the next exciting step. It's where creativity and mutual benefits can truly shine. The array of collaboration possibilities you've listed, from guest posts to webinars and social media campaigns, showcases your commitment to diverse and engaging content. This variety can captivate a wider audience and bring fresh perspectives to your endeavors. Seeking their review, endorsement, or recommendation demonstrates your confidence in your product or service. It's a testament to the value you believe it can bring to their audience. Inviting them into your affiliate or referral program underlines your intent for a mutually beneficial partnership.

Bringing knowledge and experience to your community is a useful tool to support your work, as it will also be seen by your network of contacts. Providing value is a fundamental part of social selling. This value can be your own or, as in this case, third party influencers.

Comparte su contenido con tu audiencia. Ayuda a amplificar sus mensajes y esfuerzos. Dale un me gusta, comenta y comparte sus publicaciones. Es una forma sencilla pero poderosa de mostrar tu apoyo. Las menciones son otra manera de respaldar a tus colegas y conexiones. Reconoce su trabajo, dales un testimonio o menciona sus logros. Esto no solo refuerza su credibilidad, sino que también fortalece tu propia red. No te limites a tu propia plataforma, menciona a otros en tu propio contenido. Compartir sus éxitos fortalece los lazos y construye relaciones más sólidas. Únete a su comunidad y eventos. Participa en sus proyectos. Interactúa con sus seguidores y fans. Esta es una forma de demostrar tu compromiso con la relación.

The easiest influencers to work with are the ones that you can authentically stand behind. (Maybe those are the only ones you should work with?) You don't want to be a shill for them, but acknowledging how their work has helped you can be really powerful. Besides supporting their work directly, a powerful way to support them is through direct introductions to others working in their space. Influencers are usually excited to meet other thought leaders and appreciate those intros.

Building long-term influencer relationships for social selling is not just about taking but also giving. Supporting and promoting their content, brand, and goals is a fantastic way to nurture these connections. Sharing their content with your audience not only helps them reach a wider audience but also demonstrates your commitment to their success. Giving them shout-outs, testimonials, or referrals can boost their credibility and visibility, solidifying your role as a trusted ally.

Absolutely, measuring and optimizing the results of your influencer marketing efforts is the final but crucial step in the process. It's where you turn data and feedback into actionable insights for continuous improvement. Tracking and analyzing key metrics like reach, engagement, leads, conversions, sales, and ROI are essential for gauging the effectiveness of your influencer campaigns. These metrics provide a clear picture of what's working and where there's room for improvement.

Connecting with other influencers was an important part of my business development when I ran my own consulting firm. The two things that allowed me to connect with a lot of amazing people and begin these relationships: 1. I wrote a lot of blog articles for my blog and as a guest writer. Whenever possible, I would approach 2-4 thought leaders and ask them for a quote. To make it easy, I would highlight a specific paragraph and ask for a few sentences in response to that. That made it easy and quick for them. 2. I started a podcast that was as much a vehicle for me to interview people as it was a way to share my message. It can be hard to get on people's calendars, but just about everyone will find time to get interviewed. :-)

Authenticity is the linchpin of successful influencer partnerships. In an era where consumers value transparency and authenticity, it's essential to ensure that your influencers genuinely align with your brand's values and messaging. When selecting influencers, it's not just about their follower count or reach; it's about their relevance to your niche and the trust they have built within their community. Influencers who are genuinely passionate about your product or service are more likely to create content that resonates with their audience and, in turn, drives meaningful results for your brand.

The most effective way to build this relationship is to anchor your collaborations in shared values. Influencers who mesh with your values will communicate with authenticity, a trait keenly perceived and valued by B2B audiences. So, their endorsements become more believable and impactful. The influencers connected to you by shared values are likelier to stand by your side, adapting their messaging to suit any evolutions made in the broader world. By aligning with influencers who share your values, you're amplifying a product message and fostering an environment for thought leadership. Together, you can tackle industry challenges, offer insights, and position yourself as a forward thinker and expert in your industry or vertical.