Strategy | Identification | Management | Always on
To drive true business impact with a B2B influencer programme, four key elements are required: strategy, identification, management and always-on.
Strategy establishes your goals. Who might you want to engage with in order to drive what kind of influence? What are they talking about? How might you work with them? It’s rare, in a B2B context, that there will be a group of pre-made followers who talk about your brand already, so thinking about who you want to engage with and what they’re likely to be talking about is a nuanced challenge.
Identification is the process by which you don’t just track people down through blunt keyword matching, but apply layers of nuance to assess influencer authority, relevance, impact and authenticity.
Management involves establishing how to work with them, what (if any) commercial terms apply, and creating a framework for ongoing collaboration.
Always-on is the process by which you create ongoing, regular influencer activation opportunities that give your influencers motive and opportunity to remain engaged