How to Use Buzzsumo for Outreach and Influencer Marketing
One of the fastest growing ways to increase your brand awareness, increase traffic and gain more customers is by influencer marketing and outreach.
Buzzsumo – one of my current favorite social media tools – is used for this specific purpose. I’ve talked about Buzzsumo before and how to use it for content marketing. Today, I want to show you how I use it as a powerful influencer marketing tool.
Before we go further, let me explain who an influencer is. If you have been thinking that anyone with a lot of followers on social media is an influencer, then you’re wrong. (Sorry!)
Influencer Marketing? But Wait… Who is an Influencer?
An influencer is not just someone with a large social media following, but an individual who has thought leadership in your industry.
An influencer is someone who commands a high level of engagement with their followers. This means that any content that they share gets amplified by their followers through social sharing. Social sharing, in this manner, is great for amplifying your content and pushing your brand.
So what’s Influencer Marketing and Outreach Anyway?
Now that you know who an influencer is, let’s move on. Influencer marketing is a marketing tactic that identifies and targets people with high influence over potential customers. Influencer marketing is different from word-of-mouth because the influencer doesn’t necessarily have a personal relationship with everyone they influence.
An influencer is important to your business because they will help push your brand to their many followers, whom otherwise, you wouldn’t have been able to reach out to.
Successful influencer marketing largely relies on identifying the best influencer for your business. This is where outreach come in.
A typical outreach process helps one to:
- Find influencers in a particular topic
- Reach out and build relationships with them
- Use their distribution channels and contacts to build links
What Makes a Good Influencer?
Before you begin an influencer marketing campaign, you have to find the right influencers. Three things stand out when choosing the right influencers:
When choosing an influencer, as yourself if the influencer and their audience are relevant to your business services/products. Go through what they share on their social media platforms and see if it has anything to do with your industry.
An influencer who has no interest in what you are offering as a business will not help you achieve your marketing no matter how large their audience is. So start by identifying people already sharing content on topics relevant to your business.
2. Influencer’s Reach
Once you’ve found an individual who has an interest in what you offer as a business, the next thing to consider is their reach. Is it big enough to have an impact on your business? Is the audience a segment that your business is targeting?
Find out what their social reach by checking out their page authority, domain authority, followers, social engagement in terms of shares, mentions, likes etc. Klout is good for finding such information.
You don’t want someone with just a large following, but one with a highly engaged audience. Such an audience is more likely to engage with your brand compared to an inactive audience.
A person who has a high engagement with his 1200 followers will do so much more than that person with a million followers but does not engage with them in any way.
3. Content Quality and professionalism
When you’re working with an influencer, they become an extension of your own marketing team. You therefore want to work with someone who is a professional and shares high quality content that will give your business a high standing.
How to Use Buzzsumo for Influencer Marketing and Outreach
Now that we know what influencer marketing and outreach process entails, let us discuss the various ways you can use Buzzsumo to help you with outreach and influencer marketing.
Identify Relevant influencers
As mentioned, finding the right influencer is key if you want influencer marketing to work for you. There are several ways that you can use Buzzsumo to identify influencers:
1. Influencer’s Authority
You can use Buzzsumo to see an individual’s authority as an influencer by looking at their social media reach.
Click on ‘Amplification’, then click on ‘Twitter Influencers’. Use keyword relevant to your business to run a search. You will then see a list of top influencers, their Twitter handles and bios.
You can then check out each influencer’s page authority, domain authority, number of followers, retweet ratio, reply ratio and average retweets. This info will give you insight on the kind of influence each influencer has.
2. Influencers that share content relevant to your business
To find out who is already sharing content relevant to your industry, click on ‘Content Research’ , then click on ‘Most Shared’ then enter a keyword of the type of content you want.
You will then get results of the most shared content in your industry from Twitter, Facebook, LinkedIn, Pinterest and Google+ and the number of times each article has been shared on each social media site. You will also be able to see who has shared this content when you click on ‘view sharers’.
3. Influencers that share your competitor’s content
You can use Buzzsumo to search for people who share your competitor’s content and use the results to reach out to them as well.
You can do this by running a content search using your competitor’s domain and then clicking on ‘view sharers’ to see the people sharing your competitor’s content.
Find out more about your influencers
Buzzsumo not only helps you find influencers but also helps you find out what they are all about. You can do so by checking on what content they share most and the domains they share.
This information will tell you how relevant they are to you and your outreach strategy. After finding out those influencers who are relevant to you, you can follow them on social media and hopefully engage with them there.
Create outreach lists
After you have identified important influencers, create a list of top influencers that you will reach out to. This will help you know whom to start creating a relationship with.
When using Buzzsumo, click on ‘save influencer’ for any influencer that you identify as relevant.
Your saved influencers will then be available under the ‘Outreach List’ tab. You can then export the list to an Excel sheet or create a Twitter list.
Build a relationship with influencers
After you have created a solid list of the influencers you want to work with, the next step is to build a relationship with then. Remember, people won’t share your content just because you asked, you have to have a relationship with them first.
Engage with your influencers with the purpose of using them to market yourself. You can ask them to write an article for your website, share their content or work together on a piece of content.
Before establishing a relationship with influencers however, consider what their motivation would be to work with you. Some may expect payment in form of money, others may expect a recommendation for their services on your site or blog, and for others, they may expect discounted or free use of your services.
Whatever the case, ensure that you allocate some funds for influencers in your marketing strategy.
Buzzsumo has spectacular and easy steps to follow that may help you in your influencer marketing and outreach strategy. Take your time and learn how to use Buzzsumo to your benefit for the purpose of influencer marketing.
Remember, influencers are also people. Interact with them, create relationships with them and when you call on them for help, they will surely answer.
Do you have any of your own tips on how to use Buzzsumo for Outreach and Influencer Marketing? Share with us in the comment section below.