B2B Influence Marketing
strategies for the Social Cloud
Web Business 101
What is Influence Marketing?
Web Business 201
An Influence Marketing strategy?
Web Business 301
How can Brand Dynamics help?
http://brandingdynamics.wordpress.com/

Web Business 101

Web Business 101
What is Influence
Marketing?
It’s about engaging with your
current and potential customers
using the Internet.
But to know why we should use
Influence Marketing we have to
go back to business basics.
Web Business 101

Web Business 101
What makes a
business?
Easy answer: Sales!

Web Business 101
How do I drive Sales?
Use marketing to reach out to
potential or existing customers

Web Business 101
How do I use marketing
to get to my customers?
In the age of the Social Web there exist
two major marketing models:
 Disruptive Marketing
 Influence Marketing

Web Business 101
What’s the difference?
Disruptive marketing relies on pushing
messages out to where you think your
customers are looking and making sure you
disrupt their attention.
Think print advertising, banner ads, TV and
Radio ads, Telemarketing.

Web Business 101
Disruptive marketing sounds How often do you
listen to or see ads
great, doesn’t it? any more ?
Ads are no more
It’s expensive, Its mainly about advertising, you don’t than visual noise.
know if it will work, only 1 in 5 TV ads achieve a
return on money spent. Ads are getting
more outrageous
People hate being disrupted, people get annoyed, to capture ever
people are already bombarded by 2000 messages smaller attention
every week, people have tuned out and aren’t spans of people
listening any more, that don’t want to
see or listen.

Web Business 101
OK, So what is The Social Web is driving change in
how to reach your customer and how
Influence Marketing your customer hears about you.
and is it any better?
Influence Marketing makes use of the
Social web and the social networks
70% of purchasing decisions are within them to engage with your
influenced by what customers customers, but it isn’t only confined to
have heard about your product or the Internet.
service, from their friends and
acquaintances. From their
influence network. Social networks exist outside the
Internet too!
Only 30% of purchasing decisions
are made from what Think of your local chamber or
advertisements you have placed commerce or Toastmaster group.
through disruptive marketing.

Web Business 101
What the hell is the Social Web
anyway?
The internet has changed the face of business by
providing a means to provide information about your
business to anyone interested.
In the last few years people have learnt that they
can do more than just look at websites, they can
talk to each other, find common interests and share
information through Social Websites and build
online social networks.
.
Sites such as Linkedin where professionals can
network, Facebook and MySpace where friends
can connect, YouTube where videos are
shared, Delicious where bookmarks are
shared, Blogger where people write about and
share their ideas etc. etc.

Web Business 101
So what has this got to do with Influence
Marketing?
Because the majority of sales are made by people asking other people about
the product or service they want to buy. Sales are being made through social
networks created within the Social Web
The advent of the Social Web has meant that you can now get people talking
about you on the internet without temporal or spatial constraints. This is
changing how marketing is being executed.
When people are talking about your products or services they will make their
decisions about your product or service from what is being said about you on
the Social Web.

Web Business 101
So how does Influence Marketing
help generate sales?
Influence Marketing isn’t about pushing messages
out to people that don’t want to see or hear
them, it’s about engaging, listening to and
influencing your potential customers and making it
easy for them to talk about you and find you.
Influence Marketing is about enabling
your customers to market for you.
By letting your customers do the talking they will
help themselves make the decisions they need to
make to come and visit you and buy from you.
You need to influence them to say what you want
them to say

Web Business 101
How can I get Influence
Marketing to work for me?
Firstly, Presence: Secondly, Look & Listen:
If you’re not online you’re You need to find out where your
nowhere. potential customers are on the
Internet and start listening to
You need to provide customers with what they are saying.
content to read and talk about. Having
content or a presence on the Internet
such as a website or a social networking
site is a good start.

Web Business 101
How can I get Influence
Marketing to work for me?
Thirdly, Engage: Fourthly, Repeat:
You need to engage with your customers These are your potential customers
by communicating with them as well as you need to continuously engage
providing them material that they can with them, the more you engage, the
share amongst themselves . more potential customers will find
you and the more well known you
This makes it easy for them to talk about will become, marketing is a never
you, makes it easy for them to find you ending process.
and helps them solve their problems.

Web Business 101
How do I establish a presence?
You can start with a website. Influence Marketing
is about establishing trust, credibility and
authority, your website is the first link in the
Influence Marketing chain.
You need to demonstrate what clients you have
worked with, how you solve your customers
problems, give them a space where they can talk
with you and provide them with material that they
can share amongst themselves.
Your website also needs to be easy to find so you
need to optimise it for Search engines and then all
your communication and content must provide
links back to your website.

Web Business 101
Why do I need to look as
well as listen to where my It’s the first step in engaging with
customers are talking on your customers, making them
aware of you and giving them the
the Internet? ability to talk about you, it shows
that you’re listening.
Influence Marketing isn’t about
throwing messages into the ether
like disruptive marketing.
Influence Marketing is about
listening, engaging and influencing
your potential customers.

Web Business 101
Why do I need to
engage with them?
When you engage with your This makes it easier for customers
customers you fill a vacuum about to find out about you through
what is being said about search engines.
you, before the Internet this was
very hard to do, now it’s very This process begins to build
simple. influence and credibility which are
the strongest reasons why a
It also lets you be known to a customer makes a decision to
larger population of potential purchase from you.
customers because what is being
communicated will be displayed
on the internet and can be linked
back to your company, product or
service.

Web Business 101
Is this more effective
than disruptive
marketing?
Disruptive marketing that uses If you don’t engage with Influence
messages and disruption still has Marketing you are leaving it up to
a place but it’s impact is declining your competitors to do it for you. If
and it’s real share of why a client you don’t engage at the level
buys has always been
small, Influence Marketing is the where the decision is being made,
future of how sales will be made. amongst your customers friends,
acquaintances and peers you are
Looking on the Social Web is the missing out on 70% of the actual
easiest way for your customer to decision making influences that
decide whether they should make your potential customers rely on.
a purchase from you based on
what is being said about you on
the Internet.