Social media is a powerful force and, with the right strategy, can attract significant attention to your brand. One of the best ways to accomplish this is to reach out to someone who already has access to the audience you desire to reach.
In every industry there are polarizing figures who build large communities of followers, followers they may gladly direct to you.
In order for this to happen, you need to give them a reason to do so. Here are a few ideas that may help:
Mention the person
Let’s face it, we all like attention. It’s the way we’re wired. Often, popular figures use monitoring tools like Google Alerts to let them know when they are the subject of discussion. If you mention them or something they have done, they will be more likely to share or comment on your content.
Post something that flatters them and they may share it.
Recently I stumbled upon an excellent example of this on my personal Facebook feed. An aspiring Christian singer, Hailey Dawn, posted a video on YouTube of herself singing one of Toby Mac’s songs. Toby shared it with his fans on Facebook and it now has over 3,300 views.
Whether this was Ms. Dawn’s intention, I do not know. Since then, she has written a new song praising Dave Ramsey, an iconic Christian financial adviser. It will be interesting to see what comes of it.
Should you decide to follow Ms. Dawn’s example, it is always a good idea to be mindful of intellectual property rights and ask permission before borrowing someone else’s work. I personally like her second attempt better because the content is her own original creation.
Asks for an interview
Email a list of questions and publish the responses on your blog or ask the person if they would be open to a phone interview. Let them know how the responses will be used and where they will be posted. Offer to link to their own site.
If they are nice enough to grant you a phone interview, ask for permission to record it, so you can share it with your followers.
Attract guest bloggers
Offer to let them be a guest blogger on your site and give them permission to link their their own blog, as long as the content they provide is largely educational and not overly promotional. This approach works best if you have a decent following yourself, since inbound links from other sites will help their own search engine rankings.
This gives you content and makes it more likely they will link to your blog, since it will be hard to resist the urge to share their work with their fans. It can also increase the credibility of your blog, if they are well know and respected.