B2B companies should build long-term influencer relationships to create better always-on campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 20, 2020, 2:49 PM UTC

Always-on influencer campaigns are less expensive and provide better ROI than periodic campaigns.

Building a long-term organic relationship with influencers can be time-consuming, but it can drive better all-round value than one-time partnerships. It also opens up opportunities for brands to develop deeper ongoing engagements and makes it easier for both marketers and influencers to understand mutual needs and guidelines.

A TopRank Marketing study found that brand advocacy increased by 50% when B2B marketers used an always-on strategy. Leveraging always-on influencer strategy makes a brand more nimble, reactive and responsive to change.

An authentic relationship with industry experts can provide more possibilities of word-of-mouth marketing and proactive brand advocacy, which is almost impossible in one-time commitments. Audiences are also more likely to trust a known face associated with a brand more than a new face every time the business launches a campaign.

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