Tracking the development of relationships with people who can influence the purchase of your products or services is a good idea. A really good idea if you’re into growing your business. As part of the process, you’ll get to know them better (where they’re from, who they write for, their birthdays, what social media accounts they have and which are active, etc.) But the real benefit of tracking is it encourages engagement with your influencer community. This is especially true when you think of each relationship as a “deal” – where a mention or follow-back is part of a “sales” funnel.
Nimble was built for social media. All you need to create a solid social contact is Full Name and Twitter Handle. From there Nimble will scour the Web looking for other social accounts associated with the contact. It will find their Linkedin account, Facebook, Google+, Klout, etc. Typically, it will also find their birthdate, employment history (current job and title), and relationship status (if married, name of spouse) among other data points (like current city of residence and hometown). It also grabs a picture from Twitter or one of their other social media accounts – so you’ll get to know their faces. This can be useful when attending industry events. With very little work, you’ll have a robust profile for each of your social influencers. And, if you’re not the boss – you’ll be impressing the hell out of whoever is!
By using tags, you can easily segment your influencers by topical relevancy or publication. For example, you might have eight different topics that are important to your prospects. Let’s say one is “World Peace”. If you tag all of your “World Peace” influencers you can find them easily when you’re ready to alert them to a “World Peace” campaign. If a number of writers from Forbes Magazine are among your social influencers, you can tag each with “Forbes”. So, when you’re ready to get press coverage from Forbes, you’ll have several existing, developing relationships to leverage.
Whether you use Nimble for your CRM (we do) or you’re just going to use it for tracking social influencers ($15/mo), you’ll be more effective if you can make a game out of it. The key to gamifying Nimble is to add deal stages. We use the following deal stages in order:
- Favorited on Twitter
- Mentioned on Twitter
- Twitter Reply
- Follows on Twitter
- Linkedin Connection
- Linkedin Direct Message
If you’re using it as your primary CRM, just add these stages at the beginning of your funnel. The fact is, this is a nice way to begin building relationships with prospects as well. If it’s not your primary CRM, delete the default stages and replace with these.
Building Influencer Relationships
Now that you have your influencers identified and added to Nimble, it’s time to build relationships. I’ll cover this in more detail in another post, but you’re going to do things that draw their attention. Here are a few ways:
- retweet their tweets
- favorite their tweets
- reply to their tweets
- create a tweet about one of their published articles, including a short-link and mention of their Twitter handle (if you have room, include the Twitter handle of the publication as well —> via @author @publication).
- create an image tweet referencing them and their publication on the image –> Story by @author @publication
- visit their Linkedin profile
Best of luck – let me know if you have any questions or want help (this is what we do for businesses just like yours everyday).