5 ways to get started in B2B influencer marketing
The idea of B2B influencer marketing might be new to you, but really it's just a new ROI driven way of thinking about relationships
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Ready to test out B2B influencer marketing - we can shape a low cost, low impact starting collaboration to help you test the water.
Consider how much you want to earn
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Choose your pricing strategy
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Every project is different
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Create rate charts
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Conclusion
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Getting started in B2B influencer marketing
The good news is, you probably already have started, you just didn't know it. Look back over the last 12 months of your marketing and sales activity: Did you pay any external experts to support your sales or brand building efforts? This could have an external speaker for an event, or private dinner, or getting support in writing and sharing thought-leadership on social channels. It's likely you are already trying to harness B2B influencer marketing, you might just need some steps along the way to help you maximise its impact. Here's 5 things you can think about:
- What's the audience I am trying to reach? For owned events this might seem obvious - your attendees. However, B2B decision making is never a solo act. Even with a private dinner, do you know who influences your stakeholder in decision making, and do you have their ear too?
- Who can reach my audience(s) effectively? It's crucial to know the person/people you are engaging will actually reach your desired audience. This is a mix of reach and authority - do they actually have access to the audience, and would this audience listen to them.
- How can I maximise their impact? Single interactions are never as effective as campaigns. Campaigns don't have to be complicated. Think of every interaction with an influencer as a collaboration. Let's use our private dinner example again - even with this, your guest speaker should be promoting the event appropriately through their network to generate engagement. That could be as public as posting about it on social media, or it could be in more intimate networks, engaging wider decision making ecosystem or similar audiences ...create some FOMO amongst similar execs perhaps?
- Does this approach work for my needs? Gone are the days you need to keep high cost sales employees long after their black books have been exhausted. Do you have an approach to engaging influencers that creates a stable and consistent sales funnel in a cost effective, engaging and refreshing way.
- How do I know I have been successful? Each, authority, lead generation, awareness creation...whatever the metrics you are trying to drive within your business you can measure it. Sales are not linear and often not speedy processes, but that doesn't mean you can't evaluate the impact of your influencer work...or should we say Inpact.
Simple, right?
Honestly, it is. If you have a clear audience understanding, and a desire to generate measurable business outcomes, the rest is easy. Inpact B2B can help you maximise influencer marketing approaches
- Define your target audience
- Identify the right influencers to build reach and authority
- Design and manage your collaboration - whether it's a private dinner+ (the + being that wider engagement mentioned above), or sales lead generation campaigns
- Measure the Inpact
What to talk about B2B influencer marketing
Whether you aren't sure where to start, or you have a clear campaign in mind, let's talk.
