You’re responsible for a blogger outreach program. Who do you go for – the influencers? Is this the right approach? Why aren’t you reaching for the evangelists?
Influencers take a paycheck (or some from of payment) to talk about you. They don’t always have a vested interest in your brand. They won’t necessarily tell you where to improve.
Evangelists don’t need a paycheck. By all means, give them first shot at your new goodies, but payment? Not their style. They have a vested interest in your brand. They want to see you be the best, so they’ll tell you what you’re doing wrong and where you can improve.
Influencers are for the now. Evangelists are for the now and after now.
Still want to reach the influencers?
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Really nice post, Dan. Brands don't always remember to think of influencers and evangelists as separate groups. And, often times, evangelists can sometimes be misconstrued as "complainers" when, in fact, they're pointing out pain points because they love the brand so much.
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