Marketing in the digital age is simultaneously easier and harder than ever before. On one hand, we have access to a larger audience than we did in the past. We also have more influencer outreach tools, both free and affordable, to help us get our message out there.
On the other, we have a much larger crowd to fight through in order to be seen.
We are put into a position of needing to use every single weapon in our arsenal. Influencers are a big one because they open up new avenues to whole new pools of people waiting to learn about what we have to offer.
How do you reach the influencers in order to reach the people who follow them? These ten tools will make you an influencer outreach superstar.
A favorite of companies like Zendesk and United Airlines, Traackr is a great tool if you don’t mind investing a bit of cash to get the ball rolling. It helps you to discover your influencers, narrow your strategy, and best appeal to those audiences while nurturing your most important relationships.
You can then create descriptive reports that show you exactly what progress has been made, so you can further narrow down your efforts. It is a decent (if a bit pricey) all-in-one solution for those who prioritize influencer marketing above all else.
Buzzsumo has lots of features helping you identify your niche influencers, predict how responsive they are going to be and find the best way to approach them.
From competitors’ research to Twitter profile search, this tool is definitely in my daily go-to list for just about any digital marketing task. Keep an eye on important metrics like retweet rate and reply ratio to get a good idea if your chosen influencers tend to talk back to their audience or if they are just broadcasting.
Pitchbox is an ultimate influencer outreach tool. It has a powerful prospecting feature as well as all kinds of ways to help you organize your contacts and keep in touch with them.
You can set up follow-ups, reminders and status updates to keep your team updated on who of your influencers need a follow-up, who proves to be most responsive and what are the best ways to reach out to each one.
When creating your email outreach strategy, be careful with your emailing tactics. Make sure your emails don’t look spammy, as this may hurt your brand.
Linkedin is one of the most underestimated tools on this list. While it is often used for B2B prospecting and outreach, I have found that the most effective way to make the most of the platform is to find real people behind brands.
For example, if your influencer outreach involves media coverage, you can find first- and second-tier connections at your local publication to reach out to or get introduced to through a common contact.
You won’t get anywhere with influencer marketing without the proper engagement. MyBlogU is a community of experts all in one place, giving advice, tips, and nudges of encouragement.
It is also a great place to gather content, such as soundbites and quotes. You can imagine that it will make a great resource for people who want to connect with influencers on a one-on-one level while leveraging their own authority to do it.
One of the surest ways to build better relationships is to create better content that engages with your audience. How many times have you seen a major influencer share a blog post or video or podcast because they like it?
A great example is George Takei, who can bring millions of views on a single post by sharing it. CoSchedule is dedicated to helping you create that better content through planning and collaboration, so you can start reaching the influencer visibility you have always dreamed of.
Technically, I could have put all of Hootsuite on this list and it would have applied. But I really like Agorapulse for the pro platform in particular. It uses geo-data, alongside hashtags and profile info on Instagram to create targeted influencer reports for you to use.
There aren’t nearly enough Instagram tools out there, so this is a must-have for anyone on that social photo site. Their cross-search feature is really special and allows for full customization.
Keyhole is a tad bit hit and miss in my opinion, and not great for research on specific people. But using their real-time tracking you can identify patterns that show you who is sharing the most trendy posts across Twitter. Which will lead you to influencers you might not have found otherwise.
This really matters because influencer marketing isn’t about latching onto the biggest names, it is about finding the ones who are most valuable to your brand. That might not always be immediately apparent, and Keyhole lets you look a little deeper.
Influencer outreach mostly includes outbound tactics: You research, reach out, follow up and research again. There’s not much to be done on-site. Yet, there’s one thing you can do: Create and personalize your influencer-driven landing page for those influencers to be sure to engage with your brand once they get to your site.
Finteza allows you to record all people entering your site through a specific page and generate a personalized call-to-action to better engage them.
For example, when your target influencer lands on your page, you don’t want to sell anything to them. Instead, you may invite them to download your lead magnet or claim their personalized freebie.
Another great idea is to use Facebook pixel to record everyone who initially landed on your influencer-driven landing page to be able to re-market your asset to your linking leads.
Followerwonk has been one of the most hailed and praised tools on the market for a long, long time. I have never used the paid version, but I have been on the free one a lot.
I can honestly say it is one of my favorite tools on this list, simply because of its reliability. I have found more Twitter influencers to connect with here than almost anywhere else.
My Personal Influencer Outreach Toolkit
In spite of thinking all of these tools are the bee’s knees, I have worked with them on various projects. These projects (and the clients who ran them) had different goals, needs, and budgets.
There are many more influencer marketing platforms which I didn’t have time to explore yet. If I were going with my own list of favorites, I would say a combination of Buzzsumo, MyBlogU and Pitchbox gets the job done.
What are your favorites? Do you have others to add to the list? Let us know on Twitter: @convince.