This video discusses the five considerations when collaborating with B2B tech PR influencers in 2023. If you work in B2B tech PR, please watch or read below.
I shouldn’t have to tell you that your marketing campaign plan should always include an influencer component. However, you will need to do an influencer analysis to inform your decision-making, ensuring that you identify the right influencers to drive your business and marketing outcomes. The following are three things to consider:
Measuring B2B Tech PR Influence
Four variables are used to identify influence. They are reach, relevance, resonance, and reference. I will only cover reference as it is one of the most critical components of identifying the right topical influencers for your industry. Reference is a data point that validates whether other influencers reference an influencer or group of influencers. Reference is when other influencers follow, engage with, link to, or talk about the influencer.
This is one of the only data points that is hard to manipulate.
Isolate Topical Authority
Topical authority is a data point determining if an influencer is a thought leader around a specific topic, industry, or vertical. For example, some influencer groups have topical authority on prominent themes like technology and digital transformation. Other influencers have more targeted topical authority on applications security or DevOps, which is crucial for B2B tech companies.
Isolating topical authority answers, “When the influencer talks about this topic, or records of video or podcast, or is being interviewed, do others pay attention?”
Many influencers try to have topical authority on everything. For this reason, it’s crucial to analyze the topic or theme most relevant to your business. However, just because an influencer drives much engagement with their content doesn’t mean they will do the same when talking about you or what your brand stands for.
Not all B2B Tech PR influencers are content creators. Most of them aren’t. This is why it’s essential to think about what it is you want to do with your marketing campaign and how you plan to integrate influencers.
Influencers can be segmented using four different roles:
- Creators are your thought leaders who have topical authority and are referenced in the media, analyst reports, and by other B2B content creators.
- Collaborators are like creators. They have smaller platforms and rely on other creators or brands to collaborate on various activations.
- Curators will curate content from other creators and package it differently before sharing it with their networks.
- Content Promoters are good at building community and driving engagement with their content. While they only create a little original content, they promote others’ content effectively.