Influencer marketing is one of hottest trends out there mainly because it’s cost-effective and gets crazy conversions. A TapInfluence study even found, “Influencer marketing content delivers 11X higher ROI than traditional forms of digital marketing.”
But one of the questions many legal marketers is have is, “How do they find and reach out to relevant influencers?” In this post, I’m going to talk about how you can use BuzzSumo to connect with influencers and walk you through the process step-by-step.
If you’re unfamiliar, “BuzzSumo is a platform for content marketing and SEO agencies to discover engaging content and outreach opportunities.” It’s primarily geared toward startups, inbound marketing and influencer marketing. Although you can use it for many different purposes, it’s absolutely perfect for finding influencers.
Note that the Pro version costs $99 a month/$79 if you pay yearly but is definitely worth it when you consider all of the amazing features and insights it can provide.
How to Use It
Start by entering a broad search phrase in the search box from your homepage. I’ll use “legal news” as an example.
From there, BuzzSumo gives me thousands of relevant pieces of content.
These results include content from the past year, but you can filter your date to a more specified timeline if you want. Just choose whichever option you want under “Filter by Date.”
You can also filter by other criteria such as country, word count, type of content (articles, infographics, interviews, video, and so on). Now what you want to do is click on a piece of content that you’re interested in and that’s relevant to you. For instance, a cannabis attorney might be interested in this article.
Now let’s get to the good stuff. How do you find potential influencers you can reach out to?
It’s easy. Simply click on “View Sharers.”
From there you’ll see a list of all of the different people and brands who shared that content. What’s really helpful is BuzzSumo provides you with several helpful metrics such as page authority, Twitter follower count, retweet ratio and reply ratio.
This instantly lets you know how much influence each person/brand has as well as the likelihood that they’ll link to your law firm or endorse your legal brand. At this point, you’ll want to scroll through the list and target anyone who looks promising that you would like to reach out to.
- Save them as an influencer to add them to your list
- Follow them on Twitter
- Tweet at them directly
- Visit their website and find another means of contact such as email or a contact form
Just do whatever makes the most sense and what you feel would increase your odds of getting a positive response. Then send them your pitch, idea or request.
There’s no denying the impact that influencer marketing can have. But finding influencers is often easier said than done. Fortunately, BuzzSumo takes care of this need. Using the “View Sharers” feature allows you to use BuzzSumo to connect with influencers in a streamlined fashion and can save you a tremendous amount of time.
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