With all the talk about online influencers over the past few years, you’d think they were the holy grail of online marketing. Klout has made a business of it and many bloggers use sponsored posts to help pay the bills. But, the funny thing is, if you want to get the word out about your brand, product, or cause, influencers aren’t actually where you should be focusing your efforts.
Sticking with our book club example, these key groups are the smaller book clubs, the ones that hear about a book from the big influencers and then bring it to people in their community, who then carry the book to another gathering or tell a friend who is part of another book circle, and so on. This is how something goes from an initial spike to a burgeoning trend.