For those willing to take on the detailed task of staging services and products, it can be lucrative.
There are even agents which match digital influencers with brands. One of those influencers had been Mommy Blogger, Josi Denise.
On the New York Post she explained why she threw in the towel generating income through her blog "American Mama." You bet, it's a demanding line of work.
The good news is that to develop new business, you don't need to take on the all-consuming role of influencer. Instead, you can just figure out how to develop platforms for influence on your social networks and social media. But the approaches which are effective can change on a dime. The Internet is a living breathing teenager which keeps shifting. So, you have to be alert to changes in what is effective.
So, how to influence via digital? Here ae seven tips.
The magic formula is to showcase others. The way into anyone's professional network is through their own love of being recognized.
That might be their keynote address at the U.S. Chamber of Commerce or their opinion-editorial in The Wall Street Journal on how to go local within globalization. The tactics include blogging about that, tweeting, posting on Facebook, doing an opinion-editorial on the author and subject matter for LinkedIn Pulse and Medium, and re-visiting the subject in a few days. Then you will share a report on the response you have received.
Get into the loop
The new playbook is all about sharing. You zero in on your target markets. Then you get into the loop by friending, becoming a follower, retweeting, liking, leaving comments, and clicking on the share button. You bet, they noticed that you noticed.
Invite others to promote themselves on your sites
You have 32,010 Twitter followers. Tell the possible prospect you would be honored to link to their new book or TED Talk. But first you want to know if that would be useful to them. Just as things operate in organizations, first you have to ask permission. I made that mistake once, that is, not asking permission. The sales process broke down.
The new editor in chief (EIC) needed provocative content. But he couldn't pay, not at the time. I decided to invest my time doing an article on X. The EIC, who has a freelance marketing firm on the side, sends me assignments.
Get your timing down
Your digital whatevers usually have more reach if you figure out the best times to post. That will max the exposure you give to those in your target market. For example, I make it my business to post key material on this blog late at night. Then the discovery engines review the material in the AM, New York Time. If they link to it, I have influence.
Keep up with tricks to increase time on your sites.
The key metric currently is whatever is related to engagement. Time spent on your site is one way of measuring that. How to reduce the bounce rate, that is, the exiting of readers? Here is my article on that.
Analyze strategies and tactics of those with obvious influence
The bottom line on doing influence right is professional success. Therefore you want to identify and analyze those who are talented in growing their influence.
Among them is Gene Grabowski, partner at kglobal. One of that public affairs firm's special areas of expertise is crisis management in the food industry. Both in social and establishment media, such as PR Week, Grabowski has reach. Prospects notice that. They get it that this player knows how to position and package their message to attract the right attention.
Another successful professional is Kathryn Rubino, lawyer-journalist at Abovethelaw.com. Her talent is the gut instinct about the right angle to focus on in presenting a news story. For instance, in covering the Philip Layfield's lawsuit against Glassdoor, she didn't zero in on the legalities. Those, she knew, wouldn't be the attention-grabber. Instead she described in detail what the Philip Layfield employee had to say on Glassdoor. That got others in media such as myself interested. Our links to that story made Rubino's take go viral.
A third influencer is brandname lawyer, Mark Herrmann, now in-house at Aon. The attention magnet he has created is his bundling of extreme earnestness about the topic with the kind of see-through-nonsense wit of the late Ed Koch. The latter had been mayor of New York. From the get-go, Hermmann's blog on medical devices was a homerun. That's when he had been a partner at Jones Day. The book he created from his blogging "Inside Straight" was regarded in the legal community as just that: outing how the industry actually operates. His columns on the business of law get lots of shares.
Of course, leveraging the power of social networks and social media is just one way of developing new business. And you can't become a one-trick pony with that. Early adopters in social media found that out. They stuck with what had been the winning formulas. Meanwhile others were developing fresh tactics and promoting them not only online but off-line. Few of those early adopters ever recaptured their former influence.
Yes, you also have to host special events, attend conferences in person, worm your way into being a participant on panels. stay in the right hotels to have the right audiences for your elevator speech, do favors such as helping get someone's daughter admitted to St. Paul's School, have down cold how to do a sales presentation, and be accessible.