Stalking influential people in your industry can be fun and dangerous. Kidding. Seriously though, if there is one thing you should know it’s the people writing and talking about companies like yours to the masses.
But first the most important part, you need to start with a great product. If you have a crappy product you can get in front of all of the influential people all the time but if they hate the product they’ll either never talk about it or worse yet, say bad things about it.
So here are three easy ways we’ve found to unearth people you need to talk to.
Search Keywords on Google
Say you sell gluten-free barbecue sauce and it’s really, really good. Well gluten-free diets are all the rage and it helps with celiac disease, right? So you wouldn’t search “bbq sauce” as a keyword you might search “gluten free experts,” “gluten free books” or “celiac disease experts.” There you’ve got a list of experts or authors to go after.
Search Your Competition on Google
If you see that your competition is getting some great placement on blogs when you search for them on Google (we searched on Annie’s gluten-free bbq sauce” below), contact that blog owner and tell them you’d like to send them your gluten-free bbq sauce. Follow up with them to ask them what they think and if they might possibly write about you.
Search LinkedIn with Keywords
People are using LinkedIn more and more so they’re found when searching in Google so they’re using the keywords that are important to their business. A cursory search on “gluten-free experts” returned exactly what we wanted! Now it’s time to reach out, connect and try to get in front of the experts!
It’s ok to be a stalker, you’re stalking methodically to target the exact person who might want to help you get the word out. After all your passion is in what you make and if you make a great product people should want to tell the world.