Do you want to know how to make your B2B influencer marketing programme a success?
First of all, realise that this is not a campaign, but a programme and it requires trust.
Influencers within the B2B sector rarely look at themselves as “influencers”, they understand that they are experts in their field and so should you.
So, with that definition out of the way, here’s what you need to know to make your B2B Influencer Marketing programme a success.
Identify your in-house Experts
Did you realise that experts dwell within and without?
Your business has a wealth of talent and expertise at it’s fingertips, but it’s easy to fail to look beyond their designated, career roles.
Identify the employee influencers you already have and speak to them about your proposed approach to your influencer marketing programme.
Of those influencers you already have on-site, their experience with their audience, platform management and even brand activations can substantially shorten the influencer marketing learning curve.
Hold a meeting, access your in-house strengths and plan your strategy with these insights in mind.
Locate your potential b2b influencer marketing programme members
B2B companies must be mindful of the individuals they allow into their programmes. As with any PR, Advertising or Marketing approach, ensuring that you are aligned with likeminded and qualified people is essential.
Assuming you’ve identified the skills and other attributes required of a b2b influencer marketing programme member, a conversation beyond a messanger service is required.
Time to go…OldSkool!
Speak with your potential future colleagues, tell them what you have in mind and the approach you’re thiniing of.
If they are invested, then a follow-up meeting (on Zoom, likely) is recommended.
Ensuring they have the high levels of understanding in your industry you’re looking for, then it’s time to build.
Ongoing and long-term relationships with influencers breeds results.
Develop the trust, grow the confidence and alongside a valued and invested audience, expand your business profiles, together.
Build your programme with your influencers
Once you’ve identified the first members of your programme, include them in the programme building process and make use of their expertise.
After all, isn’t that why you approached them in the first place?
Influencers / Experts in the B2B sector are those individuals that have spent years in your area of business and have more than likely worked on other b2b influencer marketing programmes.
They know who how they like to work, what time they have available to invest in your programme and how best to maximise their own social media and content marketing channels.
Planning-out your programme means understanding what content will appeal to the business and the influencers alike (remember, this is a mutually beneficial relationship), and directing the audience to the content that appeals most is key.
Decide how long this programme is to run.
Remember, b2b influener marketing programmes average 6 months to start to show meaningful results, so anything less than a year’s investment is a mistake.
Understand who will write what, where the content will appear first, how it will be shared and if there’s a budget for social media promotion – how much will go and where?
Quality does not always equal quantity
Yes, we want to saturate the market.
We want everyone talking about your business, sharing your content and buying your services or products…but we don’t want to share for sharing’s sake.
Your b2b influencer marketing programmes’ quality is the depth of knowledge and expertise available, not a content creation factory, churning-out blog posts, keyword stuffed and link-heavy.
Your programme members will work to write and share content that is insightful, in-depth and above all, worth something to your established and future cutstomer-base.
Give the audience what they want, what they deserve, not what works quickest.
For more on b2b influencer marketing and the programmes we can run with you, contact Wing Digital Marketing.