Best Ways To Get Influencers To View A Guide Document

[nezona]

Hi There,

We have recently put together a really good guide for our client as our buying persona research proved it needed one. I am stuck though in two minds at the best way to promote it for maximum visiblity and possiblly influencer linkage.

Would you recommend using the pdf as lead gen where people need to enter their email address and name to download it or should I be on it's own page as a possible power page. If I do it as a lead gen how do I outreach to it. Could I send influencers a link to view it privately for review or what method have people found useful.

Just after general guidance really. Cheers as always.

[EGOL]

Would you recommend using the pdf as lead gen where people need to enter their email address and name to download it

I would not do that.

If you put it on a pdf and require email to see it, the number of people who actually see it will be fractional.  If I was an "influencer" I would not tell my tribe... "hey, check this out!" if they have to give up an email to see it.  They will not appreciate that and will be hesitant to go see stuff that I recommend in the future.

Influencers get "hey, look at this!" emails three times a day.  So if you are going to solicit them you better have something that is better than freeking awesome, OMG! That's the best I have ever seen!.   So, the first thing that I would do is, revisit the article and see if I can improve the text and kick it up three notches with great photos, images, maps, graphs, downloadable spread sheets pre-loaded for their data, links to relevant documents, sources where they can get the supplies that they need.  Have the courage to link to documents that are superior to yours for different aspects of the topic.  If this document isn't good enough to drop everybody's jaws then the effectiveness of it for your purpose is fractional.

Now that you have that make sure that your most important audience doesn't miss it.  I would give it away for free, and promote it on my own website so everyone who visits can't miss seeing my ads for it.  It would be on my website and promoted by obvious banner ads, and headline ads to it on every page of the website.  Do the same on your Facebook page and on every social presence that you currently use.  Invite your tribe to share it with their friends, colleagues,  employees, suppliers, customers, family, pets and enemies (the content should be good enough that they do this spontaneously, but suggest this as a trigger).  Have obvious share buttons on the page for easy use and as another trigger.   If you have a news letter, a news feed, or other method of communicating with your own tribe, send them a really short message that will get them to your website to see this.  Have smaller, less vigorous promos that you can include at the bottom of routine email messages, receipts, packing slips, swag and other small items/documents that you spread in the normal course of business.

Now that you have notified your tribe you can go to work on the influencers, who is each worth similar, but customized efforts.