I’ve always been a big believer in automation. It’s a big part of my overarching strategic approach to most digital marketing channels. However, one of the areas that has proven to be a real challenge to this automation mantra of mine has been the area of social influencer engagement.
The reason is that various aspects of influencer engagement require a 1-to-1 human touch. After all, it’s hard to build meaningful relationships with people (online or offline) if you don’t take the time to interact with said people in an intimate two-way dialogue. Therefore, it’s likely that these facets of the process will always be manual, human and decidedly un-automated.
But there are plenty of other areas that can be automated, and one in particular has caught my attention for the past few years
I’ve been using the technique since around 2004, I’ve been writing about it since 2009 and I decided to build a technology platform to automate it in early 2011.
While I’m not quite ready to release the tool to the public, I am looking for a handful of additional beta testers to help me streamline the interface and work out any lingering programmatic bugs.
In a nutshell, what the platform does is:
- Tap into your analytics data (Google Analytics only…for now)
- Analyze your referring sites data
- Identify new referring sites that have never referred traffic to you
- Provide automated alerts every time a new referring site comes along, so that you can strike while the iron is hot and engage with said site in an effort to build a foundation for an ongoing, mutually-beneficial relationship
This process is really just half the battle, because as I mentioned earlier in this post, you still need to know how to interact with these potentially influential sites in order to develop the type of relationship that can lead to marketing ROI.
Still, I’ve found that automating the information gathering and analysis process is extremely valuable from both a time-management standpoint as well as from a standpoint of insuring that no potential influencers fall through the cracks.
If you’re interested in being a beta tester for this tool, please send me a note via my contact form.
And if you have any questions about the broader process (with or without this new automation element) feel free to leave me a comment or contact me.