You may not have the most influential Twitter account for your particular area of expertise.  But scores of people are just clicks away that you can leverage to help boost your brand and your message.  All you need to do is find them and ask.  Here are five steps to do just that.

Step One.

Start by going to Buzzsumo.com and clicking on the Influencers section.  Search for the topic or areas of expertise that are most relevant.

Here you can see a list of Influencers in the “recruitment marketing” arena

Step Two.

Go to Klout.com and sign in.  You will be presented with people who are influencers in your space.  Then search for the Expert Tags related to topics that are relevant to you.

On the right you can see the influencers in Recruitment and Staffing as well as their Klout Score

Note that whilst in Buzzsumo you can search for any key words, on Klout you search for tag terms.  For example I can search for “recruitment marketing” on Buzzsumo but on Klout I will have to look for the tags “Human Resources” and for “Recruitment and Staffing”.

For more information on using your Klout score check out this blog on social media audits.

Step Three.

Build a list (either public or private) of these infleuncers on Twitter.  This will make it easy to keep tabs on them, the content they share and the conversations they have.  Start reTweeting and interacting with these influencers.  Hopefully they will recognise you when it comes to contacting them.

Step Four.

Pick a piece of content you would like these inlfuencers to share.  Reach out to each influencer directly and personally.  Whilst contacting them via Twitter is easiest, I would recommend taking more time to craft a compelling message and contact them via LinkedIn, via email (if you can) or via their website / blog.  Below gives you direction for wording that message.

Hi X,

Like you I am really passionate about XYZ area of expertise.  In fact I’ve written a couple of articles on the topic.  I’d love you to take a look if you get the chance.
Here is a link to the piece that I think is most likely to be of interest to you.  I’d love to hear your feedback on it.  LINK.
If you like it I would be really grateful if you could share it.  That would make my day!

All the best,
Y

P.s. Let me know if there is every anything I can do for you.

Step Five.

Set up a search for your website domain (or the content you’ve shared) in a tool like Hootsuite or regularly check back on Twitter using a saved search.  Be sure to thank everyone who shares your posts and articles.

Interact with those Twitter members who have taken an interest by reTweeting or responding to influencer posts of your content.  They should be more responsive.

Get Advanced.

Once you are accustomed to interacting with influencers you may wish to track the outcomes they drive.  One simple way is to share bit.ly links.  You can see how many times those links have been clicked.  If the influencer is used to receiving requests to share content they may also be familiar with these types of tracking tools.  With bit.ly, when using their logged-in free version, you are able to customise each bit link (such as bit.ly/GiantFinder).

If you use Google Analytics try UTM tracking to get a more comprehensive view of what visitors are doing when they are on your site (use a UTM builder to make this easier).  See below for an example.

giantfinder.com?utm_source=twitter&utm_medium=social&utm_campaign=influencers&utm_content=John%20Doe%20twitter

Here you can see:

  • what the source of the campaign is: source=twitter
  • that it is a social media campaign: medium=social
  • and that you are focusing on tracking influencers: campaign=influencers
  • you can even specify which influencer you shared the link with: content=John%20Doe%20twitter

If you want to learn more about building UTM tracking into your campaigns check out this by Kissmetrics.

Good luck on your influencer marketing efforts!