B2B influencers must have resonance

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 02, 2021, 3:53 AM UTC

Understanding the motivations of influencers helps create meaningful influencer campaigns.

With influencer adaption rates rising among B2B businesses, here are some best practices marketers can follow to create engaging influencer campaigns. B2B brands must hire, interreact and create value for influencers, before beginning the content collaboration process to ensure enthusiastic and authentic promotion.

Categorise topically relevant influencers and analyse brand mentions and content formats they use to avoid content mismatch. Segmenting influencers based on their expertise, publications and resonance within the community and reach, can help marketers validate their “topical relevance” and collaborate with the right influencers.

Marketers should assess influencers by their engagement, credibility among peers and audiences, and goals to find the ones with aligned brand values. Establishing expectations, communicating the progress of the marketing campaign, and sharing feedback with influencers can enhance influencer marketing efforts.

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