{"id":5930,"date":"2014-10-21T06:18:00","date_gmt":"2014-10-21T13:18:00","guid":{"rendered":"http:\/\/blog.dlvr.it?p=5930&preview_id=5930"},"modified":"2026-04-14T03:19:06","modified_gmt":"2026-04-14T10:19:06","slug":"influencer-marketing","status":"publish","type":"post","link":"https:\/\/dlvrit.com\/blog\/influencer-marketing\/","title":{"rendered":"2 Influencer Marketing Strategies That Will Give You a Boost"},"content":{"rendered":"

(#ToolboxTuesday<\/a>) Every niche has them; “brand influencers”, people considered influential within their domain. If they mention your business or website, you should expect your sales and traffic numbers to skyrocket. If you search Google for influencer marketing tips, you will find no shortage of opinions on how\u00a0to find and ‘influence’ the influencers. Today’s social media tools make locating influencers easy.<\/p>\n

However, given your small business’ limited time and budget, is spending time trying to connect with a person with a high influential social score (a.k.a.\u00a0Klout score<\/a>), the right approach?<\/p>\n

<\/span>Influencer Marketing: Two Schools of Thought<\/span><\/h2>\n

\"Leaders<\/p>\n

Influencer marketing\u00a0should be a core part of your\u00a0social media strategy<\/a>\u00a0and requires you to\u00a0focus on a small subsection of your audience.<\/p>\n

There are two conflicting schools of thought<\/a> when it comes to influencer marketing. Although many will focus on one of these two methodologies,\u00a0both have their place\u00a0in marketing\u00a0strategies.<\/p>\n

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  1. The Law of the Few:<\/strong> Malcolm Gladwell’s theory of the Law of the Few<\/a>, states viral marketing<\/a> is heavily dependent on the involvement of a few highly influential people; the\u00a0Noteworthy in their niche, the Kings of Klout and the Mavens of Media.<\/li>\n
  2. Peer Influence:<\/strong> Duncan Watts’ Peer Influence theory states that everyday people, our friends, followers, and parents influence what we read and buy.<\/li>\n<\/ol>\n

    I view\u00a0the conflicting theories on influencer marketing as similar to the story of the\u00a0tortoise and the hare. Both can reach the finish line but at different speeds and at different times.<\/p>\n

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    1. Hare:<\/strong> The Law of the Few. You benefit from a huge immediate impact on traffic. You might use this tactic for a new product launch.<\/li>\n
    2. Tortoise:<\/strong> Peer Influence. Slow, growth over an extended period. You likely are already doing this with your everyday marketing.<\/li>\n<\/ol>\n

      Regardless of which methodology you decide to employ, to be successful at true organic influencer marketing<\/strong> (vs. paid) you need to have both a great product, service or content worth talking about\u00a0AND\u00a0patience and persistence. Both strategies have the potential to create viral marketing opportunities. What’s different between them is the marketing strategy you apply.<\/p>\n

      <\/span>Gladwell’s Law of the Few Strategy<\/span><\/h2>\n

      \"InfluencerYou have one opportunity to make a first impression. When applying Gladwell’s theory, the stakes are higher, especially if you are in a small industry with a few big influencers. You need\u00a0to have a plan and be methodical in your one-to-one marketing outreach.<\/p>\n

      Law of the Few: Tightly focused relationship-building process. <\/strong><\/p>\n

      Step 1. Identify a Dozen Influencers<\/strong>. Don’t go overboard. Don’t worry about reaching a mass of people. Identify\u00a0a few key people in your niche. Here are three web tools to get you started:<\/p>\n