The answer is, it’s not. Influencer marketing is not just for the consumer products industries anymore. It’s proving to be a valuable tool for B2B helping get brand awareness out to partners, joint customers and other influencers.
While we’re all looking to influencers for advice on what solutions and channel programs to tap into, how can we find the influencers who will get us more exposure for our audience? One up and coming resource for B2B influencer marketing is TapInfluence. We spoke to TapInfluence’s Director of Brand Strategy, Corey Litwin to hear more about influencer marketing and TapInfluence (formerly BlogFrog).
TapInfluence is… a matchmaker of sorts. They help vendors and channel teams find influencers in their industry from their marketplace of around 100,000 key offerings. Once an influencer is identified that looks like a good fit, the vendor and the influencer(s) discuss their mutual goals, where the audience needs information and how to best push out that information.
Content curation plays a large role in helping nurture this relationship. A large piece of the content that TapInfluence helps to create is to make an impression using social media. They teach the companies how to produce the most important content over time, allowing them to become more independent in their efforts.
Would influencer marketing help your solutions and programs to your partners as well as market your joint solutions to end-customers? Do you have influencers today? How are they finding you?
When engaging in influencer marketing you need to be sure of a few key components:
Does it sound authentic? If your influencer rattles off the same value proposition on your website or doesn’t engage the audience with their own pain points it isn’t going to resonate. Have they really seen and understood your product or solution? Make sure they understand the product and they are authentic or don’t bother.
Is their audience your audience? If you are working with an influencer they need to have written or spoken about a similar solution or program in the past. If all they’ve ever talked about is teleconferencing and the next day they are discussing your enterprise cloud security solution they aren’t going to have much ethos with your audience.
How much reach will this gain for you? If your influencer has 100 audience members are you genuinely doing any good by engaging them? If they only have a 100 but they are absolutely the right 100 people then go for it. It all depends what your goals are before you engage.
TapInfluence has a calculated solution to ensure all the above bases (and more) are covered. Make sure that you do as well before you engage an influencer and that you have the exact right influencer suited to your goals.
Photo Credit: DailyBlogTips
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