Earned Media, Influencer Outreach, Relationship Building
Published By:
1.8K

As we gather around the table this holiday season, digital marketers have a long list of things to be thankful for: family, an abundance of sweet treats, new tech gadgets, and…social media influencers?

If your social media influencers aren’t on your list, they should be. They’ve been driving traffic, leads, and sales for your business all year, and they’ll continue to spread the love throughout the holidays.

One brand in the “thankful” spirit is Lexar. The memory card and flash drive company’s social media campaign asks users to use the hashtag #LexarThankfulTweet to describe what they’re thankful for this season. In exchange, participants are entered for a chance to win a GoPro HERO4 Silver and a high-performance Lexar memory card.

Is Lexar utilizing its influencers to spread brand awareness even further?

If brands don’t have an influencer campaign built into their holiday marketing strategy, they’re missing out on the season’s power. The spirit of the holidays gives your influencer marketing efforts a special boost: You’re able to thank influencers at a time when being thanked is well-received, you’re more likely to be perceived as authentic and your efforts are more likely to be reciprocated.

Build a Network of Social Media Influencers

If you’re looking to incorporate social media influencers into your marketing strategy, it’s important to build a well-rounded campaign that includes a combination of micro, mid-level, and macro influencer segments.

Micro influencers have smaller audiences built around trust; they might include happy customers or Average Joe bloggers. In Lexar’s case, a micro influencer might include a tech-savvy social media user or a blogger who publishes content about memory cards and jump drives. Although they have small audiences, they’ve already earned their trust and can easily convince them to take action on your behalf.

Mid-level influencers are similar but provide a bit more reach. For example, Lexar might identify a niche tech blog, like TechEBlog, that has a significant following of 164,000 Twitter followers. Though its reach doesn’t compare to established tech blogs with a million followers, its published content might be more relevant to Lexar’s brand.

TechEBlog Influencer DetailsMacro influencers include publisher-level contacts that command very wide followings; they’re kings at promoting brand awareness. However, trust to take action isn’t guaranteed with this audience. An obvious macro influencer for Lexar might include the Gizmodo blog, which reaches millions of readers.

How to Thank Your Brand Influencers

If you’ve been cultivating any of these types of influencer relationships this year, now is your opportunity to say thanks. Not only is being openly thankful the right thing to do during this time of year, but it can also create powerfully reciprocal influencer relationships.

Go beyond a tweet whenever possible.

Don’t just thank your influencers with an uncreative tweet. It’s often more meaningful to get to know your influencers and thank them in tangible, unique ways.

For example, we can identify several personal interests of this mid-level Lexar campaign influencer by simply analyzing her Twitter profile. Lexar might show her some love during the holidays by sending her a Laura Mercier gift card to acknowledge her beauty and fashion sense or free tickets to “The Tonight Show Starring Jimmy Fallon,” one of her top interests on social media.

Dina Lindquist Influencer DetailsThink frequency over size.

However, don’t assume you have to use grand gestures every time. The problem with a simple “thank you” tweet is that its effects are temporary and one-sided — neither you nor the influencer will get much mileage out of it. Instead, thank influencers consistently with small, meaningful gestures that encourage them to continue the relationship.

For instance, you could promote an influencer’s blog posts each month to show that your relationship is mutual, send her a handwritten note to thank her for specific times she shared your content over the year or publicly share a complimentary quote that highlights her knowledge in a particular field.

Influencer marketing can be a powerful tool to build brand authenticity and spread brand awareness to new audiences. This holiday season, express genuine thanks to your influencers and leverage synergy as you lead your brand into the New Year.

Sponsored Resources

Want more resources

View all Resources

Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Jayson DeMers Founder & CEO AudienceBloom
Joe Beccalori CEO Interact Marketing
Ann Smarty Brand & Community Manager
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Vidya Sury Vidya Sury, Collecting Smiles
Michael Ferrari Online Marketing Consultant Pen Cap Online Marketing
Chirag Ahuja Head of Marketing WorkflowMax
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Kelsey Libert Marketing VP & Partner Frac.tl
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.

Subscribe


Get the latest content promotion news and insights everyday.

Champion Sponsors

Relevance is proud to present our Champion Sponsors that help make our site possible.

Cision Logo PRWeb Log Haro Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing please check your email for verification.