September 27, 2016
Some people may be more aware of influencers in their niche or industry than others. However, it is important to understand that influencers are a very important part of your professional success. It takes a great deal of work to reach influencer status and it is really beneficial to surround yourself with influencers who can help you to elevate your business to the next level.
Capturing the attention of other people online
There is no doubt that your content is top-shelf. However, that is not necessarily enough. Not only do you need to consistently produce content that speaks to other people in a profound way, but you also need to get other people to promote your content and to share it with other people. In short, you need influencers to endorse and support what you are offering. If an influencer shares your content, it will go a very long way toward your ability to elevate your content. The good thing about an influencer is not only that the person has a solid amount of credibility and trustworthiness but you can be confident that the person will work very hard to maintain his or her position as an influencer. Just like any position of power, if the influencer doesn’t work hard to maintain his or her influencer status, that person may not be considered an influencer forever.
The difficulties of choosing the appropriate influencers
When it comes to identifying influencers, you must be discerning. Not all influencers are a perfect fit for all businesses and all business owners. It really all depends on your brand and what you are trying to accomplish with your business. Once you have gathered a list of potential influencers, you will need to look at each one carefully and ask yourself if each one will benefit your business and enhance what you are trying to do. You will want to make sure that your final list of influencers is not too long. Those influencers who make your final cut need to be people who will help you to bring your business to the next level. The great thing about influencers is that they often know other influencers well and if they value your strategy and your content, they will be more than happy to share. At this point, you are probably wondering how you can choose your influencers in the most appropriate manner possible.
• Start out by identifying which influencer you want to follow and start to follow them consistently: There are online tools that are available to help you to identify the best influencers for you. You should search for people who have a solid online presence and who promote compelling discussions through their writing. The first advantage that you will have by doing this is that you will not only stay connected to the influencer but also to everyone else to whom that influencer is also connected. That is a wonderfully effective way to widen your sphere of influence and to start to truly boost your reputation and increase your exposure.
• The relationship needs to be mutual: Relationships, by nature, are supposed to be mutual. One hand really does wash the other hand. There are many different ways in which you can help each other. In many cases, money never changes hands. You have something valuable (a product and/or a service) that the other person wants or needs and that person has something that is valuable to you as well. You give to each other and, hopefully, you will both be satisfied in the end. When it comes to your relationship and interactions with your influencer, it may very well be a relationship that does not involve the same mindset that you have when you interact with other people. Once you have established a connection with that particular influencer, if you both work on that connection, there is no reason why it can’t be a permanent one. It is very important that you and your influencer connect on different levels. Get to know each other as people. A strong foundation of trust will be the result of that.
• Influence and reach are not one and the same: At this point, it is important to remember that choosing quantity over quality is probably not a wise choice. Being able to say that you have 500-plus connections may be impressive to some people but how many of those 500-plus people do you actually interact with regularly? Probably not a large percentage of them, right? It makes much more sense to choose quality over quantity. It is a good idea to be discriminating when it comes to the people whom you do allow into your circle. You want to get the most out of those relationships after all.
Influencers are an extremely important part of your business. However, you need to choose your influencers wisely so the relationship you share with the other person is the best that it can possibly be. You want it to have very positive, mutually beneficial results. Once you have established a relationship with one of your influencers, you can trust that person to work his or her magic when it comes to expertise in that particular niche. You can then sit back and reap the benefits of that expertise. Whether you are aware of it or not, by choosing the appropriate influencer, you are choosing the appropriate person to tell your story, which will resonate with many people.
Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has over 25 years of experience in IT and web technologies. Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company's Intranet capabilities, which accelerated gains in business productivity. He also reduced company travel and travel costs by introducing and implementing various collaboration technologies. His expertise includes business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development. Mr. Cohn earned a Master's degree in project management from George Washington University in Washington, DC; and a Master's degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ. Mr. Cohn is a member of the Institute of Electrical and Electronics Engineers (IEEE).