Four Tips for Creating a B2B Influencer Marketing Plan
Influencer marketing is a strategy in which industry opinion leaders are used to disseminate information about your business or brand. Opinion leaders, or “influencers,” have built their reputation over the years and are perceived to be more truthful and knowledgeable and as a result, people are more likely to trust their opinions when making purchasing decisions. Influencers work with you in a mutually beneficial relationship in which your brand message reaches the right customers while increasing visibility for the influencer. However, to take full advantage of this marketing strategy, it is vital to have a plan in place.
Here are some tips for an effective influencer marketing plan for your B2B organization:
Select the right influencers
Care must be taken to identify the best influencers for your brand. With proper influencer marketing, you are building a relationship, so you want to ensure you connect with the right person. Influencers can be segmented by industry, technology, company size, methods and even job description. Selection of the right influencer is important because their commentary will endorse your product and increase your brand’s reputation. So the selection of the right influencers should not be random. It must be a well thought out process.
Provide them with customized content
Leverage the recognition that influencers have by providing them with content that helps them reach the largest number of people. This involves researching the influencer beforehand to understand their communication methods. Typically, B2B industry influencers will discuss products and services through articles, blog posts and social media but they may also use videos and live-stream group discussion applications. Ensure that your plan includes working with the influencers to provide them with content that matches their communication style.
Accurately plan how the influencers can help you
Knowing how the influencer communicates is one part of the plan. Follow this knowledge by developing tactics to get the best communication possible. For example, an influencer can add a blog post on their website, include your brand’s name in a product review or speak at a conference that you have set up. Plan what your needs will be, map them to your promotions calendar and then address the methodology appropriately.
Return the favor
Influencer marketing is a two-way street. Part of your plan should include how you will build the reputation and improve the visibility of the influencers before, during and after the marketing campaign. Always remember that you are building a long-term relationship with the influencer. Helping them build their reputation will ensure that they continue to promote your brand and make themselves available the next time their support is requested.
In summary, influencer marketing is an excellent method for reaching your target audience and convincing them to make a positive decision about your products and services. To ensure that your influencer marketing campaign is effective, will get you the results you want.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.