In this video, I summarize 5 things to think about BEFORE working with B2B and tech influencers. These can make the difference between a successful and unsuccessful influencer marketing program. Enjoy the video below and subscribe to my Youtube channel to be the notified when new videos are added.
EPISODE 24: Working with B2B Influencers (Full Transcript Below)
I’ve managed, planned and executed hundreds of influencer programs for brands – not just B2B influencers either. I’ve done some healthcare and consumer too. I actually won a Sabre Award for a campaign back in 2014 for Tejava which is a pretty cool Iced Tea brand.
But today, we are talking about B2B influencers and I wanted to give you some advice because that I don’t think anyone else will .. at least publicly.
And I only say that because I spent about 2 1/2 hours researching to make sure I wasn’t unknowingly stealing anyone else ideas or recycling thought leadership. We do live in a sensitive world.
And I really don’t like repeating what many of you may already know and I am not a fan of recycling thought leadership.
So here are 5 considerations before working with B2B influencers in 2020:
(1) Find influencers that influence your audience.
Now this is much easier said than done because you have to build your audience first. Now, I’ve talked about this many times in the past, but to me, this is probably the best way to find with and engage with influencers. The only caveat is that it’s not always going to be the expected tech influencer … you know the one who appear on hundreds of random influencer lists.
(2) If that’s too hard, try and isolate relevancy
This means that if you are trying to identify and engage with 5G influencers, structure your analysis so that you are excluding other buzzwords and topics. The reason why I say this is that many influencers flood their hashtags and include topics that aren’t really relevant to 5G. They do this to get more visibility in their content, which isn’t necessarily a bad thing.
So when you are building your Boolean logic to start the identification process, you’ll want to structure it similar to this: 5G AND NOT (AI OR “artificial intelligence” OR #artificialintelligence).
By doing this, you can isolate the influencer that really specializes in understanding and providing context about 5G.
This brings me to my next point.
(3) Make sure the influencers are producing unique content.
At a minimum, they should at least be providing context or a point of view about a topic. RT’ing Forbes articles doesn’t count.
Now if they say, this article by Forbes has it all wrong … and here’s why:
Then that’s better.
Ultimately, working with B2B influencers that hosts podcasts is always a plus. If they post long form posts on LinkedIn, that’s awesome. If they blog on Medium, LinkedIn or video blog (similar to what you are watching now), then you need to put them at the top of your list.
(4) Are they mentioned in the media?
This is usually a good way to filter for true influence. This reminds me of a project I did for a client about 5 years ago. She presented us with a pretty interesting challenge.
She said that she had to scale back her budget for analyst relations and wanted to know where she should invest — Gartner, Forrester, IDC.
So one component of the analysis entailed identifying all the analyst and their corresponding reports, briefings and blog post and cross referenced each one with the top 50 business and tech media publications that were important to her.
We did a multi-channel media intelligence project for here and the results were phenomenal and weren’t what she expected.
So doing a similar analysis on influencer today will provide direction on where you should be focusing your efforts and budget.
(5) Track their quality of followers.
Platforms like Traackr do this to an extent. You can specify audience attributes mainly interests and affinities and find influencers that way. Once you build your list, you can do the same.
However, I haven’t found a platform that either automates this or gives an intelligent review of the quality of followers, except for Audiense Connect.
Ok, well that concludes our time together. I hope this was valuable for you as plan on working with B2B influencers in 2020 and beyond.