More and more legal marketers are realizing the value of influencer marketing and making it a focal point of their digital campaign. A study from Tap Influence found, “Influencer marketing content delivers 11X higher ROI than traditional forms of digital marketing.” A separate study from Twitter found, “49 percent of people say they rely on recommendations from influencers when making purchase decisions.”
But in order to take advantage of this very potent technique, you need to have an efficient means of influencer outreach. Here’s one specific tactic that’s quite simple but can help you increase your shares dramatically.
Start By Creating Long Form Content
Countless studies have shown that longer content tends to outperform shorter content. More specifically, Backlinko found, “The average word count of a Google first page result is 1,890 words.” So it pays to write comprehensive content that really dives into a subject. Going long is also essential for this technique, so this is a good starting point.
Search for Stats, Quotes and Other Relevant Data
Procuring insightful data is the crux of this influencer outreach technique. You’ll want to pack your content full of great data that sheds light on your topic and gives it a deeper perspective. Take the time to find 10 – 15 different resources you can link to. Ideally, you’ll choose resources with sizable followings because the end goal is to get them to share the content you publish.
Create Outgoing Links to Your Sources
Once you’ve amassed your resources, you’ll need to link out to them for proper attribution. If possible, try to link to an individual person who wrote the piece instead of the company, publication, law firm, etc. In most cases, individuals are more receptive and responsive because it provides them with some nice exposure that they didn’t have to work for.
Reach Out After Publishing
After your content has been published, you’ll want to reach out to every person/resource you linked to. Finding contact information is fairly easy, and a quick Google search should supply you with everything you need. Some common means of influencer outreach are to find the “contact” section on a website or through social media. Just do some exploring, and use your best judgment.
At this point, you’ll want to send them a brief message stating that you admire their work and included one of their quotes in one of your recent posts. Provide them with a link and ask if they would mind sharing it. In many cases, a person will be flattered and happy to get the added visibility. They’ll willingly share it with their audience either by linking to your post or through social media.
From there, you’ll need to repeat the process until you make contact with every influencer you mentioned. Keep in mind that it’s a numbers game, so you obviously won’t get a positive response for every single inquiry. However, it should work with at least a handful of influencers.
The logic of this strategy is simple and kills two birds with one stone. You’re A) creating great content and enhancing it with valuable data and B) boosting its exposure and revving up your referral traffic through effective influencer outreach. It’s a win-win situation and can potentially help you making lasting connections.
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