A key part of any great content strategy is influencer marketing. After all, who better to create your content than the very people who already own relationships with your target audience?
Whether you’re B2C or B2B, there are people in your market who have reach and credibility among the very audience you wish to engage. So you can either build everything from scratch, or you can accelerate and amplify the process by bringing these superstars onto your team.
People buy from people and this is the ultimate personification of your brand. Whether you engage a large number of micro influencers or a small number of high profile names, these faces and voices will become synonymous with your organisation. The key is to identify those that have alignment with your vision, values and voice. This is all far more important than any vanity metric.
Make no mistake, this is the best content your brand will ever capture. The whole point is that this is the top 1% of the domain in question, and the insight, charisma and authority they possess will come through in every piece of content they create.
These rockstars of industry have the the attention of the audience that your brand wants to get in front of. Done well, influencer engagement is an order of magnitude more efficient and impactful than any ad campaign.
B2B sales and marketing is often as much about strategic networking as it is about brand or content, and networking doesn’t get much more strategic than when done with high profile thought leaders. If the values and vision of your brand align with the beliefs of your influencers, these people can represent some of the most significant relationships your organisation ever develops.
Likely to be a more peripheral consideration, but often influencer engagement carries some unexpected side benefits from a search engine perspective, as not only do their organisations link to the content on your domain, but they may their own PR team that further amplifies the message.
When selecting influencers, it’s important to not only consider their reach but also the degree to which they embody the personality and values of your brand. Once this alignment is clear and expectations are established on both sides, building a strategy for developing and leveraging these relationships could be among the most transformative initiatives your brand ever engages in.
Before approaching an influencer, it’s essential that your brand really stands for something that the influencer can buy into, and the content you are creating as part of the broader strategy is content that they’re happy to be associated with.
Once relationships are established and you have the opportunity to capture their insight, you must be able to do it justice. Poor video or audio quality, or failure to capture their tone if in written format, is utterly criminal within influencer engagement. It will devalue the content captured and totally undermine any trust they had in your brand.
Establishing the relationship and capturing their awesome insight is the hard part, so it’s important you now leverage that as broadly as possible across every channel, both online and offline. From ten second audiograms and video clips on social media, to transcriptions going out on email or even via printed magazines, it’s important that as much value as possible is taken from the content. And if it’s evergreen in nature, you can even repurpose again in the future. Content this good deserves to be seen!
Frequently Asked Questions about Influencer Marketing
The choice of platform depends largely on where your target audience hangs out. Instagram, YouTube, TikTok, and Twitter are popular for influencer marketing. Instagram is often favored for its visual content, while YouTube is suitable for longer-form content and reviews.
Collaborations can range from sponsored posts, product reviews, unboxing videos, giveaways, and even long-term brand ambassadorships. The type of collaboration depends on your goals and the influencer’s strengths.
Key metrics include engagement rate (likes, comments, shares), reach, click-through rates, website traffic from influencer links, and conversions. These metrics help gauge the campaign’s impact on brand awareness, engagement, and sales.
Absolutely. Micro-influencers have a smaller but more engaged and niche audience. Their recommendations often carry more weight and authenticity, making them effective for targeted campaigns.
Choose influencers whose values align with your brand. Allow influencers creative freedom within campaign guidelines. Authenticity is key to maintaining credibility and resonating with the influencer’s audience.
No matter what sector you’re in, we believe that the fundamentals of great marketing never change
It’s no coincidence that the best B2B marketers are endlessly curious individuals who understand the value of research. I’s where every great strategy begins.
From your website user experience to the user imagery within your social media, brand is every moment of every interaction with your business. Defining who you are.
Get your content right, and the channels will all but take care of themselves. It is not enough for content to be superficially on-brand, but rather it must drive the brand’s vision, no matter how ambitious.
There is no better way of capturing incredible B2B or professional service content whilst simultaneously raising awareness and growing credibility, than by engaging with the top 1% of your target market; the influencers.
From SEO to email marketing and webinars to social media, your content needs to be distributed across all the relevant channels as you develop brand into a serious digital asset. Meanwhile, a paid lead generation strategy that limits cost per acquisition (CPA) may also be required, depending on short term targets.
In order to avoid “analysis paralysis”, a small number of headline metrics at both brand and commercial levels should be agreed upon, along with the frequency of updates. We typically find that weekly mini-reports ensure constant momentum without disrupting day to day activity.
Our team care about two things – doing brilliant work and making an impact. That’s why we’re directing every free moment to helping the
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