Page 94 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

new generation of users (the name had been defunct in the U.S. for more
than a decade). The campaign gained 6.2 million YouTube views, 750,000
Flickr views, and 40 million Twitter impressions. Most importantly, it
singlehandedly brought top-of-mind awareness for the Fiesta to a key
demographic—132,000 drivers signed up for updates on the car and more
than 6,000 preordered the automobile, an exceptionally strong showing for
a new economy car.
Access to new channels: In the past few years, new channels have emerged
that provide access to valuable niche demographics. The problem is, how
does a company build and maintain audiences rapidly on every one of those
platforms? Juan Pablo Zurita is a business-savvy teen heartthrob who built
a massive Alpha Audience on Vine and Snapchat through his hilarious and
engaging videos. Brands like Coke are gaining exposure in these highly
desirable niches by sponsoring him and accessing his audience of 1 million
adoring fans.
New markets exposure: Combining products with influencers can ignite
interest from new customer groups. When Audi introduced a new A8 sedan
into the American market, it held special influencer events across the nation
targeted at well-known tech and design bloggers instead of the traditional
automotive crowd. They figured their revolutionary car would appeal to
these diverse thought leaders, and the result was massive coverage that
connected them with new audiences very quickly.
Cost-effective reach: If your goal is exposure, in most cases, influencer
outreach provides “impressions” at a cost that is more favorable than
traditional advertising.
Feedback loop: Testing ideas with influencers and their audiences can be
an efficient way to rapidly assess new products and content ideas.

So influence marketing has a lot of potential benefits, but it relies on a
strategic, methodical practice, not blind luck. Building an audience of
influencers takes time, too.

Groove, a company that provides help desk software, is a perfect example of
executing an influencer strategy with precision. They were a start-up company
with literally no audience—and no time to build an audience—so they relied on
borrowing the audiences of others. The result? 5,000 new blog subscribers in
five weeks. Here’s how they did it:1

1.Build the influencer list. The company carefully considered which potential
influencers connected to their target audience (web start-ups and small