As influencer marketing continues to evolve, LinkedIn has become an increasingly important platform for marketers—especially in the B2B space.
In this blog we’ll give you the basics for discovering the best possible LinkedIn influencers for your brand and reaching out to them.
Let’s get right into it.
Who are LinkedIn influencers and why should you partner with them?
LinkedIn influencers are professionals who have accumulated a following on the platform by consistently sharing valuable content and insights related to their industry. Anyone can be a LinkedIn influencer, however this group often includes industry leaders, CEOs, consultants, and other high-profile professionals who can sway opinions and drive conversations within their field.
Why focus on LinkedIn?
People trust the platform. In fact, 4 out of 5 users use it to drive business decisions, making LinkedIn ideal for B2B marketing and high-value networking.
People trust creators, too. By leveraging the reputation of the platform and the folks who use it, brands can effectively communicate and engage with a highly influential audience of professionals and decision-makers.
Tips for discovering LinkedIn influencer and reaching out to them
Discovering and connecting with LinkedIn influencers might seem intimidating at first, but it’s really quite simple. Here are a few best practices to get started:
Search smart.
LinkedIn’s advanced search capabilities include some of the platform’s most powerful features, allowing you to pinpoint exactly the type of influencer you’re looking for.
Start with simple keyword searches related to your industry or niche. For instance, if you’re in digital marketing, you might search for terms like “Digital Marketing Expert,” “SEO Specialist,” or “Content Marketing Influencer.” This will pull up profiles that match these keywords.
After your initial keyword search, use LinkedIn’s filters to narrow down the results. You can filter by:
- Connections
- Location
- Industry
- Current and past companies
- Schools
Pay attention to the keywords influencers use in their profiles. Look for terms like “speaker,” “author,” “thought leader,” “top voice,” or “recognized expert.” These keywords often indicate someone who is influential in their field.
Review the type of content they post. Are they consistently sharing valuable insights, articles, and updates? Influencers typically have a strong content presence and actively engage with their audience.
Then, check who they are following and who follows them. Influencers often follow other influential people, and their follower base can indicate their reach and impact.
Check out hashtags.
Hashtags on LinkedIn function as a tool to categorize content and make it discoverable to a broader audience.
Here’s how to leverage hashtags to find and connect with influencers:
Follow industry-specific hashtags.
Identify and follow hashtags that are specific to your industry, such as #DigitalMarketing, #AI, or #Entrepreneurship. This helps you discover influencers who are active and regularly posting valuable content in your niche.
Explore hashtag feeds.
Regularly check the feeds of the hashtags you follow. Influencers often use these hashtags to increase the visibility of their posts. By exploring these feeds, you can identify and engage with influencers who are contributing meaningful insights.
Engage with influencer content.
When you find posts by influencers under relevant hashtags, engage with their content. Like, comment, and share their posts to start building a connection. Meaningful interactions can help you get noticed by the influencer and their followers.
Analyze popular hashtag posts.
Look at which posts are getting the most engagement under specific hashtags. Influencers typically create content that resonates widely. Analyzing these posts can help you understand who the key influencers are and what type of content is driving engagement in your industry.
Join groups.
LinkedIn Groups are communities where professionals discuss topics of common interest. By joining groups related to your industry, you can easily spot who the active influencers are.
Start by searching for groups related to your industry, niche, or areas of interest. Use LinkedIn’s search bar and filter results by groups.
Choose groups that have a high level of activity. You can see the number of members and the frequency of posts before joining. Active groups are more likely to have engaged members and influencers who participate in discussions.
Once you join a group, don’t just be a passive member. Participate in discussions, share valuable content, and respond to other members’ posts. Contributing regularly and meaningfully helps you get noticed and establishes you as a knowledgeable member of the community.
Pay attention to the members who frequently contribute valuable insights and drive conversations. These are often the influencers within the group. Look at who’s getting the most engagement on their posts and comments, as these individuals are likely to have significant influence.
Attend LinkedIn events.
LinkedIn events are a fantastic way to network, learn, and engage with influencers in your industry.
Head back to the search bar to get started. You can use the event search feature to find webinars, panel discussions, workshops, and conferences. Look for events hosted by industry leaders, influential organizations, or well-known professionals in your field.
Again, it’s super important to be an active participant. Engage in live chats, ask questions, and contribute to discussions. Active participation not only enhances your learning experience but also makes you more visible to the host and other attendees, including influencers.
Use events as an opportunity to network with fellow attendees. Connect with them before, during, and after the event. Mention the event in your connection requests to make your outreach more personalized and relevant. Engage with the host and speakers too, as they may very well be influencers themselves.
Share your thoughts and takeaways from the event on your LinkedIn profile. Tag the event, the hosts, and any influencers you interacted with. This not only showcases your engagement but also increases your visibility to your network and the broader LinkedIn community.
Personalize connection requests.
When you’ve found an intriguing influencer, go ahead and connect with them with a personalized request. These connection messages can only be 300 characters, so brevity is critical!
Here’s the formula:
- Start with a friendly greeting. Address the influencer by their first name to make the message personal and warm.
- Mention how you found them. Reference a specific post, article, or event where you discovered their profile. This shows you’ve done your homework.
- Highlight any common interests or goals. Mention any alignment between your brand’s interests and the influencer’s content or mission.
- Be direct and concise. Explain why you want to connect. Mention your interest in exploring potential partnership opportunities.
- Showcase mutual benefits. Highlight how the partnership could be mutually beneficial. Briefly mention what your brand can offer.
- End with a call to action. Invite Further Engagement: Encourage them to connect and propose a follow-up action, such as a meeting or a discussion over a call.
Here’s an example:
Hi [Name],
I saw your profile while reading your post on [Specific Topic] (loved it, the way). At [Your Brand], we’re passionate about [Shared Interest/Industry] and are always looking for like-minded folks to collab with. Care to explore a partnership opportunity with us?
Best,
[Your Name]
Keep it real!
LinkedIn influencers are real people. They don’t want to be pitched or patronized. They are just looking for a genuine connection with a “real” person (and brand).
Some things to consider:
Be authentic.
Approach influencers with genuine intentions. Instead of immediately pitching a collaboration, show real interest in their work and insights. Influencers are more likely to respond positively if they sense you are sincere.
Showcase mutual benefits.
Clearly articulate how the partnership can be mutually beneficial. Explain what your brand can offer and how it aligns with the influencer’s goals or audience. This demonstrates that you’re not just looking for a one-sided benefit.
Maintain transparency.
Be upfront about your intentions and expectations. Clearly outline what you’re looking for in the partnership and what you can offer in return. Avoid overpromising. Remember: Honesty builds trust!
You also need to encourage an open line of communication where the influencer feels comfortable sharing their thoughts and feedback. This fosters a collaborative and trusting relationship.
Build long-term relationships.
Focus on building long-term relationships rather than just transactional interactions. Aim to become a trusted partner that the influencer can rely on for future collaborations.
Even after a collaboration, continue to support the influencer by engaging with their content and staying in touch. This helps maintain the relationship and opens doors for future opportunities.
Key takeaway: LinkedIn influencers have the skills and the reputation to take your brand to the next level.
Everyone loves talking about Instagram and TikTok when it comes to influencer marketing—and for good reason. However, LinkedIn is on the rise and should not be ignored. Now is the time to get in early and start building those relationships with LinkedIn creators with the trust and relatability to take your marketing strategy to the next level.
Learn more about influencer marketing: Influencer Marketing 101
