6 Things You Need to Know If You’re Just Getting Started with Influencer Marketing
CEO, TopRank Marketing
It’s clear that more and more companies are moving into the world of influencer marketing. Recent research from Traackr and Brian Solis of Altimeter Group shows that the number of companies moving from experimenting to implementing tactical influencer marketing programs is increasing from 28% to 47%.
But it’s still early days for many companies, especially in B2B industries. So, if you’re thinking about getting started—or you’re evolving your efforts—here are a few things to consider:
Anticipate challenges. From choosing the right marketing agency partner to influencer legitimacy, building your program will require time, effort, and strategy.
Influencers are not advertising distribution channels. Brands should approach influencer marketing as relationship building for the long-term.
There are best practices for managing influencer relationships. It starts with identifying the right individuals who you can partner with to create mutual value for your respective audiences. And nurturing extends beyond the first collaboration; it’s always on.
The space is changing. From making more of an effort to validate an influencer’s influence and credibility to better software, change is happening—and more is needed.
Content collaboration is an incredible relationship builder. Rather than focusing solely on engagement, build relationships in a way that will inspire influencers to collaborate.
Everyone is influential about something. And influencer marketing is now an established practice. Over the next few years, we will see change, but there’s no time like the present to get started.
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TopRank® Marketing provides enterprise B2B brands with customer-focused digital marketing consulting and content that attracts, engages and converts new business. Our strategic digital marketing planning, program development, management and performance optimization integrates across channels and tactics to help clients like Dell, LinkedIn and SAP become the “best answer” for their customers.