As I keep repeating in this blog, the real effective way to market on Twitter is to use influence marketing. Put simply, influence marketing is all about getting your message in front of the right eyeballs. These eyeballs belong to niche influence leaders. These people have a lot of pull regarding certain niche topics.
As long as you get these people to converse with you, engage with you and consider you credible and authoritative, there is a high chance that your brand will reach the right people. It really all boils down to getting these people to lend you their credibility and authority. If you do influence marketing right, it does not take a long list of Twitter followers to ensure that your message has a wide enough reach in your niche.
The problem is that while many Twitter marketers can get the whole concept behind influence marketing, they completely blow it when it comes to actual outreach. They think that as long as a person is influential, that person is worthwhile target for their outreach efforts. That is absolutely wrong.
You have to remember that you have to approach certain types of people a different way; otherwise, you are going to get weak results. You have to remember that while there are many influential people on Twitter and they have different types. Keep the following in mind.
What are Influence Types
Different accounts take different actions. They have different publishing habits. They have different publishing styles. These factors influence their reach. Because of these different actions, they produce different results. You have to understand that there are three distinct subtypes of influential people on Twitter.
If you were to treat them all as one generic type, you are simply wasting a lot of your effort and energy. At best, you are only getting cents on the dollar. At worst, you will be getting very little results. To maximize your influence marketing efforts on Twitter, you need to pay serious attention to the specific types of influence leaders you are reaching out to. You have to craft your messages to fit the type of influence leader you are dealing with.
Type 1: The Niche Expert
This is the highest type of influence leader on Twitter. These people truly know what they are dong. Usually they are bloggers or authors that have published books. They have really high quality expectations as far as their content shares are concerned. If you are going to engage with these people, make sure you step your game up. Make sure you show them content that they rarely see.
Most importantly, this content must be both rare and high quality. This is how you prove to them that you really know what you are talking about. This is how you prove to them that you, too, are an expert in your niche.
The good news is that people rarely re-tweet. When they do re-tweet content, the reach of that content is strong. As the old saying goes, people who speak seldom are often heard the most loudly. Pay careful attention to these niche experts. You might have to spend extra efforts trying to get on their good side. You might have to spend a lot of time simply getting on their radar. However, once they pay attention to you, the results can be quite spectacular.
Type 2: The Theme Hog
A theme hog is somebody who is just a big nerd. This person just really gets excited about any kind of content that has something to do with a theme that he or she is following. For example, this person is following Taylor Swift and news item regarding Taylor Swift is sure to be re-tweeted by this person, then you can rely on this person to re-share your viral content regarding Taylor Swift.
The secret to engaging these people is to focus on hot trending content. They do not really care whether the content you share with them is similar to the stuff that they have dealt with before. All they care about is whether the content is new or trending. Therefore, focus on whether your content share is trending.
The good news is that these people are often looked as expert sources of the latest and greatest news regarding a particular niche. It is not uncommon for their shares to get re-tweeted. Also the good news is that as long as your stuff is relevant and trending, the chances of your content being shared are actually quite high.
Type 3: The Sharer
The sharer is somebody who just loves to share, but they are also very discriminating. They only share what in their minds is the “best of breed content” in a particular niche. This person re-tweets a lot. If you want to engage with this person, make sure that you share the very best content you can find. It does not have to be rare. It does not have to be trending, but it has to meet certain quality guidelines.
Pay attention to the three types of influential Twitter accounts outlined above. Do not get your wires crossed. Send the right signal to the right person to maximize your results.