How to Use Competitive Research in Influencer Marketing

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Using Competitive Research to
Find Your Influencers
Brittany Berger, Mention

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About Me
•Content & PR at Mention - enterprise
media monitoring and social listening
•Always wanted to be like Harriet the
Spy
•That adds up to me always looking for
new ways to use competitive research
•Loves building and leveraging
relationships

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Tip:
Find and pay close attention to the
influencers casually talking about your
competitors

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•Talking about, but not loyal to, competitors
•Sharing content here and there
•Not necessarily a customer
•Not in a formal “influencer marketing” relationship
Who Are Casual Influencers?

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Basically, they’re perfect for you to
build a relationship with!

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•Shows their in tune with your area of the industry
•Hasn’t indicated huge amounts of interest in competitor -
just a casual following
•Would probably love having a conversation with you
Why You Want to Pay Attention to Them

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First, collect the different influencers talking about
your competitors.
How to Find The Casual Influencers

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Then look for different signs that their relationship
is “just casual,” like…
How to Find The Casual Influencers

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Mentioning your competitor infrequently or just
once or twice
How to Find The Casual Influencers

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Look for negative mentions of
your competitor from influencers
How to Find The Casual Influencers

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Now, it’s time to reach out!

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•Invite comparison
•See if you can solve gaps or problems
•Bloggers / content creators - suggest comparison
or review
•Don’t play dumb - acknowledge their interest in
competitor
Tips for Reaching Out

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Questions?