It doesn’t take much browsing our site to realize we’re big ole fans of influencer marketing around here.
Obsessed might be a more appropriate word.
Another thing we’re big fans of is finding companies that are actually rocking at it.
Let’s face it, when a certain tactic becomes as popular as it has, you see a lot of execution that ranges from “meh” to “almost sad.” When you see another business you can learn from, you need to pay attention.
So are you paying attention to Examine?
Examine is a nutrition company that analyzes scientific information about nutrition and supplements.
The collaborative community is focused on peer-reviewed research, with editors reviewing submissions as well as contributing content themselves.
It’s grown into a seven-figure business, thanks to subscriptions and ebook sales.
And both monitoring and influencers helped the company get there.
That’s sooo the kind of story we love here.
And, you know…that they use Mention doesn’t necessarily hurt their chances.
They’ve been great a great customer for years.
Co-founder Sol Orwell says, “We could set up a thousand Google Alerts, search on Google, and whatnot, the reality is that Mention just makes my life easier to know when people are talking about me.”
Let’s take a look at how Sol uses online monitoring to build an influencer network for Examine.
A Strong Network: Key to the Company’s Success
Sol thanks building a strong network for the company being able to grow so fast.
Big influencer or little guy, it doesn’t matter, Examine wants to build great connections.
The company has earned great press coverage, from getting quoted in places like magazines and The New York Times, to writing for The Guardian.
“We want to know who talks about us, we want to know if what they are saying about us is true or not. The other side of it is influencer marketing…growing a network, building relationships with influential people,” Sol told us.
But while monitoring can take credit for connecting Sol with these different influencers, his relationship building ideas (like this one) were the magic that really brought people into the Examine community.
He didn’t just sit on the information monitoring gave him – he used it strategically.
What’s his secret, never before used, confusingly complicated strategy?
Saying thank you.
Something so simple, something drilled into us our whole lives, yet a gesture so ignored by too many marketers doing influencer marketing.
Instead, it’s usually all about the ask.
But if you read Sol’s content, you’ll know that he doesn’t roll like that, and doesn’t like hanging with those who do.
So he follows up and thanks everyone talking about Examine: “Doesn’t matter how small they are, every time someone mentions us, I take a few minutes to at least say thank you.
It’s not like we get hundreds of mentions a day, I can keep up with this. We just say thank you, and this kind of support has helped grow how we have.”
Once relationships were built with key influencers, Examine used them to build an influencer army, if you will. But you know, not the scary kind of army.
Here are some of the ways they leveraged their influencer network – feel free to steal their tricks!