One of social media’s greatest marketing strengths is that it gives businesses a way to interact with key influencers: people who have large followings and who are excited about educating their audiences about favorite products and services. When you get a really good conversation going with key influencers, you can not only inform large groups of people about your product but you can also get (and publicize) their immediate feedback.
Recently Communications Specialist Jen Hanson, one of our top publicists, was pitching online media outlets about a client’s product. She discovered a blog that seemed to perfectly fit our client’s demographic. She connected with the blogger, discussing various topics that this blogger covered. Once she developed a relationship with this blogger, she was able to mention that we represent a product that the blogger’s readers should know about. Jen followed through by sending product information as well as samples to the blogger. The blogger responded with glowing reviews and agreed to write a product review on her site. She also suggested initiating a product giveaway contest. This was a great opportunity to get our client’s product in front of their target audience.
The give-away was a complete success with more than 2,500 entries. In addition, the contest and product review were shared over various social media channels. The reach was astounding. One of the most valuable takeaways from this experience was the consumers’ reactions to the product review, with many people asking about this product and where they could buy it. This gave our client an ideal opportunity to invite contest entrants to visit the product website, where they could download a coupon so that they could try the product and hopefully share the coupon/information with their friends.
Social media marketing can be as powerful and impactful as word of mouth, especially when you connect with key influencers and create the opportunity to educate them about what makes your company or product so special.
If you need help identifying key influencers, and starting a productive dialogue, give me a call at 952-697-5269.
