I was recently asked by an acquaintance to provide the “secret” to becoming an influencer within a community. I responded that while I consider myself a big fish in a very small pond, the process that I follow can scale and provide big fish in a big pond results.
The following are the six steps that I have found to be effective in creating influence within a community. I believe that anyone can follow these steps to begin their journey towards becoming an influencer:
1. Determine the industry/segment in which you wish to become an influencer:
There’s a difference between being famous and being an influencer. O.J. Simpson was and continues to be famous. Better yet, infamous. John Wooden was an influencer. In the sports industry today who do you think is more successful in influencing the community – even posthumously? Wooden, of course. Influencers must choose a community upon which they will focus and serve. They must respect that community and the community must have no reason to disrespect them. While future influencers need not be experts in community matters, they must eventually evolve into subject matter experts before they earn influencer status.
2. Create content that demonstrates your thought leadership and expertise:
Influencers within any community/industry generally have expert knowledge of matters within their domain. The masses listen and act on the advice of influencers specifically because they are experts. Whether their expertise relates to accounting, art or lipstick, influencers are perceived as being subject matter experts. Individuals seeking influencer status must demonstrate their mastery to the community/industry. In today’s content driven world this means that expertise should be evidenced in one or more content formats, including but not limited to, blog posts, whitepapers, videos, podcasts or any other form of content that is preferred by the community. Expertise and thought leadership must come through clearly in order for the community to adopt the individual as an influencer.
3. Develop public relations to put a face to the name:
Something I continually tell attendees at my workshops is that people do business with people. And people are influenced by people. While the Internet, social media and its many forms of content are essential, at the very core we want human interaction. Individuals seeking tocreatetheirplaceintheinfluencer Hall of Fame must ensure that they walk away from their computer screens and actually meet the community they are looking to serve. Through speaking engagements, networking functions and other face-to-face interactions influencers-in-process can help generate needed buzz from those individuals that read the book or saw the video or heard the podcast and have now put a face with a name. Big time influencers will tell you that it is not possible to meet the entire community or respond to every email, tweet or message. But they will also tell you that they invest time interacting as much as possible.
4. Build your list:
One of the most valuable investments an influencer can make is to sign up for an account with Mailchimp, Constant Contact or some other email program. Consideration should be given to capturing contact information with the release of every piece of content. Show me a successful influencer and I will show you an effective contact database. In today’s social media world it is also important to develop followings in-platform. This means growing connections, likes, followers, etc. Both email lists and social media platforms are essential to the distribution of content that reinforces influencer status as well as grows influence through sharing.
5. Create collaborations/partnerships:
The biggest mistake an influencer-in-training can make is assume that he/she must do it all alone. In today’s democratized world where a dishwasher has as much of a chance of being an influencer as a billionaire, there are many opportunities for collaboration. Something that my Two Men In Your Business co-host Aaron M. Sanchez and I do frequently with our workshops is to bring in others with an expertise that fits our program. We promote those individuals to our following and they do the same with theirs resulting in greater reach and broader influence. The concept of you scratch my back and I’ll scratch yours is an effective tool for developing influence.
6. Remain active and innovative:
The first five steps above represent the tactics necessary to establish oneself as an influencer. However, in order to remain successful the tactics must be consistently applied and revised based on feedback. An influencer is not a state – it is a way of life. Successful influencers are consistently seeking new ways to grow their community, new approaches to deliver content, new presentations of old content and the development of new content and ideas.
Using these six tactics will allow anyone to develop into an influencer. I credit my big fish in a small pond success to these tactics. Perhaps it’s time to move to a bigger pond!
Jesse Torres has been named to the list of the Top 20 Most Influential Community Bankers in Social Media. The title was bestowed by the Independent Community Bankers of America.