Indirect Audience Outreach through Influencer Marketing

Indirect Audience Outreach through Influencer Marketing

Moz’s Whiteboard Friday from January 24, 2014 was about influencer marketing, a strategy in which audience engagement occurs in an indirect manner. ( On a side note, the Moz Whiteboard Friday video blog series is informative, educational, and a fun way to wrap up the work week.) Now, back on topic, influencer marketing is a tactic that, at its heart, involves a middle man – the influencer. As mentioned in Rand Fishkin’s Moz video, many internet marketers might be wondering, “Why don’t I just reach out to my target audience directly?” Frankly, that is a fair question to ask when considering the efficacy of influencer marketing. A story might better illustrate why influencer marketing might come in handy in certain situations. Say I am preparing to open up a community gardening space this spring, and to get the word out, I have set up a website and social media accounts on Facebook and Twitter. My target audience is individuals who enjoy gardening. However, when considering the vast landscape of the internet in its current form, it may seem a challenging task to find and engage with potential community gardeners. And this is exactly where content marketing and influencer marketing converge and come into play. My target audience in this example have certain interests that they most likely follow online. The key here is to find out how they get that information, and if those sources, also known as influencers, are valuable marketing collaborators. More likely than not, my target audience engages online with local gardening supply stores. Therefore, to reach out to them, I could create a piece of...