As solopreneurs and small business owners, we all want to raise awareness of our businesses. We want to get noticed by the people who matter. That’s the same whether we’re networking in person or online via social media networks. Across social media, you’ll find no shortage of articles about “engaging with influencers.” We’re urged to seek them out to propel our brands to bigger and better things. Get the heavy hitters to take notice of you, and you’ll be golden, right? Maybe, but attempting to stand out in the crowd can be tough.
It seems many small business owners think of influencers as the people who have tens of thousands of Twitter followers, a multitiude of Facebook fans, and gaggles of Google+ people following them. They hang on their every word, share their posts, and add their comments to the hundred or so that others left on the influencers’ status updates and blog posts. All in an attempt to get recognized by these ultimate authorities.
But how is that going to help your business? Sure, maybe you’ll get lucky and out of all the thousands of other people vying to get their attention, the A-listers will follow you and single out one of your blog posts down the road. But the chances aren’t really in your favor. I’m not being pessimistic. I’m being realistic. It’s not that they don’t care or that you’re not worthy; they’ve got so much interaction coming at them, they can’t possibly keep tabs and give time to everyone who engages with them.
Does that mean you shouldn’t read their blogs and share their content? I’m not implying that at all. Definitely do if you find them helpful and appropriate for your audience, but don’t put all your eggs in their baskets. There are people in your online network who have far fewer followers, but who stand to increase awareness of your brand far more than the heavy hitters.
Make it a priority to interact with professionals who have a lesser online following. Note that a lesser following doesn’t mean they aren’t influential, reputable, intelligent people. I follow a slew of less-widely-known people, marketing firms, and small brands who provide excellent content and insight. I believe it’s important – and ultimately more beneficial – for solopreneurs and small biz owners to put effort into cultivating those relationships online. Why? You won’t get lost in the shuffle.
When you interact with these people…
So as you fine-tune your online M.O., aspire to find balance in your efforts. Follow not only the revered and famous, but also lesser know professionals who know their stuff and whom you find common ground with. By showing you’re in tune with what everyone is talking about AND demonstrating you’re capable of finding resources others may have overlooked, you’ll steadily build your own authority online.
By Dawn Mentzer
I view my role as more than an independent contractor for hire — I become a part of your team. You’ll find that I dig into the details to understand what’s important to you — and your customers. I embrace collaboration, communicate openly, and craft content to help you achieve your marketing and business goals. Read More...
There’s a lot of merit to the ‘influencers,’ but a true connection with these folks requires a strategy. Simply re-tweeting their content is not going to cut it; and you want to be sure not to appear overzealous.
I’ve found that the best influencers are those who have impact on your target audience, and they are not necessarily the “celebrities.” In fact, your next influencer could be someone in your daily interactions – a client, a colleague, or even a friend. Word-of-mouth still has a very real impact on the bottom line.
My rule of thumb: commit to excellence in everything – no matter how small the task. That dedication will create its own influence.
Great points! Your definition of “influencer” is spot on in my opinion. It’s quite simply someone who can/will share your value with those who respect their recommendations enough to take a closer look at what you offer. Wise advice in your rule of thumb, too. We all have some element of control over our own influence by doing our best consistently. Thanks for sharing your thoughts and smarts!