2. Influencer Marketing - It identifies the individuals that have
influence over potential buyers, and orients marketing
activities around these influencers.
Our objective – Give influencers compelling and ongoing
reasons to talk about your brand, products and services.
A definition
4. Why is it an important part of your marketing mix?
Secondary research findings
When we enter the workplace we do not cease being consumers.
The habits we exhibit as consumers carry over into how we
search and evaluate information in our B2B roles..
5. • Influencer Marketing is not Public Relations
• PR = broadcasting a message (press releases, media pitch)
• Influencer marketing = online community relationships
• Influencer Marketing is not Social Media
• Social media = brands connecting with customers, buyers
• Influencer marketing = brands connecting with influencers
• Influencer Marketing is not Content Marketing
• Content marketing = you create branded content
• Influencer marketing = influencers create earned content
What influencer marketing is not
7. • Three primary ways influencers can be leveraged:
• Communications (deliver messages to their audience)
• Promotions (deliver offers to their audience)
• Insights (solicit feedback from their audience)
• Why it Works:
• Trust – influencers don’t work for your brand
• Reach – access to incremental audiences
• Leverage – influencers create content for you
• Cost – you’re not renting eyeballs (e.g. paid media)
• Effectiveness – earned content is indexed by search engines and is
visible for years, while paid media ceases to be visible when the ad buy
expires
Influencer tactics
8. • Remember: Trust is a process – not an event
• Understand what is important to them:
• Follow target influencers
• Read target influencers
• What they want - Add value to their brand
• Provide expert content and access to your resources
• Give them experiences with your product, brand and customers
• Sponsor events
• Contribute to conversation threads (educate their audience)
• Offer exclusive audience benefits
• Offer unique insight about your company for their audience
How to woo them
9. • Business advocates - influencers that are extremely familiar with your
services and perspective will share this knowledge with their readers
• Increased Agility – Fast-twitch marketing - your competitors to become
reactive to your messaging and perspective
• Competitive advantage - Insights into trends and competitive offerings
• Earned Credibility – people don’t trust brands. But they trust brands
recommended by others.
• Valuable Long-term Relationships – This is the most important.
Influencers have vast networks. Your brand will benefit by investing in this
relationship.
Indirect Benefits
10. • Informed Leads – Potential customers that are on a mission rather than
on a shopping trip
• SEO for Life – BLOG=Better Listings On Google. And Google never forgets.
• Compelling Content – Bloggers are storytellers. That’s how they’ve built
their audience.
• Targeted Awareness – Direct connection to readers that are looking for
what you offer
• Door-opener content for your sales force – And proof points to help close
deals
Direct Benefits
