Char-Broil's handful of blogging "All-Stars" and a Mercedes-Benz campaign that generated 2 million organic Instagram likes from just five influencers are examples of how brands should focus their outreach marketing on nurturing a small number of key influencers. "[W]hen you nurture your relationships with these people and communicate with them on an ongoing basis, you can perpetuate their passion and word of mouth brand coverage," writes Kristen Matthews, GroupHigh marketing and community manager.

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