How to Identify and Attract Influencers
Credibility, Awareness, Community, and Growth
Summary
Given our reliance on annual events, networking, and content distribution, associations rely a lot on promotion. In fact, it’s how we spend the lion’s share of our marketing budgets.
This article talks about influencer marketing, a common marketing technique used in many industries to drive opinion, affect purchasing decisions, and grow traffic.
Influencer marketing is more than marketing, however; it’s about exposing (and making visible) authorities in our association’s core market and using this authority as a way to build credibility, strengthen identity, and grow a loyal following.
I lead the product community, a product development learning community designed specifically for associations. Let’s compare ideas and build something great.
What is an Influencer?
“The idea of you is a part of my mind. You influence my likes and dislikes, all my tastes, hundreds of times when I don’t realize it. You really are a part of me.”
Willa Cather
An influencer has the power to affect the purchasing decisions or opinions of others due to their authority, knowledge, position, or relationship with their audience. Typically, influencers have a significant following on social media and are seen as trusted voices within their niche or community.
Though this article focuses on marketing, the concept of influence is broader than event promotion, branding, or content marketing. Influence also reflects the importance of members who are subject matter experts or leaders in their field. I wrote about this in my article on how to create an engagement funnel: The Multiplier Effect of a Thriving Community. Here, influencers evangelize, shape, build coalitions, and create movements.
From a marketing lens, influencers can be categorized based on various factors:
Reach – Micro-influencers (niche audiences) to macro-influencers (broad audiences)
Platform – Instagram, YouTube, TikTok, LinkedIn, blogs, podcasts, etc.
Industry – Fashion, technology, fitness, business, finance, etc.
Content type – Photos, videos, text, audio, etc.
Influencer marketing leverages the influencer’s credibility and reach to promote products, services, or ideas to their engaged audience. This form of marketing has grown significantly due to the rise of social media and the increasing importance of peer recommendations in consumer decision-making. Influencers are important to associations for several reasons:
Credibility – They lend their reputation and expertise to the association, helping to enhance its profile or authority.
Member Attraction – High-profile influencers can draw new members who want to be part of an organization associated with respected figures in their field.
Knowledge Sharing – Influencers can provide valuable insights, research, and best practices to members.
Networking – They can facilitate connections between members and other important figures in the industry.
Advocacy – Influencers can be powerful voices in promoting the association's interests to policymakers and the public.
Innovation – They often drive new ideas and approaches, helping the association stay relevant and forward-thinking.
Media Attention – Influencers can attract positive media coverage, raising the association's profile.
Of most importance of all, however, is the potential role of the influencer to engage and grow a loyal community. Let’s look at that in a little more depth.
Attract Influencers to Drive Engagement + Promote Growth
“We ought always to try to influence other people for good.”
L.M. Montgomery
For associations of all sizes, influencers can play a crucial role in shaping opinions, driving engagement, and promoting growth. Let's look at some examples:
Professional Association (e.g., Association of Cardiologists)
Influencer: A renowned cardiologist who pioneered a new surgical technique
Importance: This influencer can:
Attract new members to the association
Lend credibility to the association's initiatives
Share cutting-edge research and techniques
Inspire younger cardiologists and drive professional development
Industry Association (e.g., Agricultural Association)
Influencer: A respected sustainability expert or innovative farmer
Importance: This influencer can:
Guide the association's sustainability practices
Attract environmentally conscious members and partners
Influence policy decisions related to sustainable farming
Help the association stay ahead of industry trends
Trade Association (e.g., Technology Industry Association)
Influencer: A successful tech entrepreneur or thought leader
Importance: This influencer can:
Attract startups and established companies to join the association
Provide insights on emerging technologies and market trends
Enhance the association's reputation in the tech community
Facilitate networking and partnerships among members
Non-profit Association (e.g., Environmental Conservation Group)
Influencer: A well-known environmental activist or scientist
Importance: This influencer can:
Raise awareness about the association's cause
Attract donors and volunteers
Lend scientific credibility to the association's campaigns
Influence public policy related to environmental issues
By identifying and leveraging influencers, associations can reinforce and enhance their member value proposition, strengthen their reputation and impact, and drive growth and engagement. When identifying and attracting influencers, consider:
Defining your target audience — The best influencers are typically similar to your target consumers.
Researching influencers — Look for influencers who match your niche, size, and engagement needs.
Vetting influencers — Consider things like audience demographics, engagement rates, and authenticity. You can also evaluate their content quality, brand alignment, and past collaborations.
Here are some additional steps to create an influencer marketing program:
As always, we return the importance of community in nearly everything we do. In this way, influence isn’t solely a way to promote our offerings. It’s a way of building identity and driving connection.
Authentic Community
“Look vigilantly for one or two actions that create a cascade of change.”
Joseph Grenny
Influencers are important for lots of reasons: to raise our profiles, to lend authority to our cause, or to draw prospective members to our association. This gets people to our door. The big question is how to leverage this newfound attention to what’s most important:
Building and sustaining long-lasting connection
Making significant impact on our association’s hard-to-solve problems
Most members want a deep and authentic connection. Let’s find ways of using influencer marketing to expose the magic and shape our futures.
I lead the product community; we are a learning community because we believe great relationships help us create the value our members want. Remember, product-led growth fuels connection. Join the product community and flip your destiny.
About the Author
James Young is founder and chief learning officer of the product community®. Jim is an engaging trainer and leading thinker in the worlds of associations, learning communities, and product development. Prior to starting the product community®, Jim served as Chief Learning Officer at both the American College of Chest Physicians and the Society of College and University Planning. Please contact me for a conversation: james@productcommunity.us