It’s funny how marketing technology products get pigeon-holed into one specific functional area. For example, marketing automation gets put into the hands of the demand generation team but many groups across the organization could benefit: product, customer success and customer service included. I’m sure some forward thinking companies use this product in a cross discipline way but the majority stick to a typical use case—find lead, nurture lead, pass to sales.
It’s rare that you find a solution that provides value across the marketing landscape but Influencer Marketing can do just that. It can give you a competitive edge that puts you 3 to 6 months ahead of the market. How, you ask? It’s simple: Influencers talk with their peers about market trends across social media before they are broadly adopted.
Think about these different functional areas and how they can benefit.
Scope the opportunities of new markets and new countries by researching the influencer landscape. Identify what concepts are shaping influencer content and use it to guide positioning and product strategy. Watch competitor influencer relationships so you can make sure you have equal share of voice in the market. Make sure that any influential beta customers are populating their social feed with relevant information to drive new product adoption. Use influencer content or conversations to enable your sales team with the latest market trends, target prospects or to make introductions.
Watch influencer content posts and see what resonates with followers. Especially among other influencers. What assets or materials can you create that map to current market trends? Which influencer would be best to partner with to co-create content that would have the biggest impact?
Use the same market trends to shape story pitches for the media. Watch and make sure you are connected to the most relevant press members. Identify opportunities where you can bring a bigger story to the table by partnering with other companies in your ecosystem. Monitor your competitive influencer landscape so you can make sure you’re included in industry round-up coverage.
Social Media and Demand Generation:
Curate and Post peer validated content and engage with influencers through social channels. Showcase your brand in the best possible light to peak prospect interest and drive qualified organic and direct web traffic to your digital properties. Use influencer lists to drive your social advertising strategy and push your engagement rate higher
Use geographic information to identify cities with high proximity to influencers. Then you can schedule events in cities that have a high likelihood of influencer participation. Use influencer lists for social outreach whether its for speaker or audience recruitment. Extend the value of physical events into social channels by engaging influencers to monitor and relay session highlights. Create event momentum by hosting social chats with influencers on relevant topics in advance of the physical event.
The reality of Influencer Marketing has even started to shape how marketing vendors are servicing their clients. Especially in the agency world.
Drive your business by shaping educated pitches to clients based on influencer data. Augment multiple accounts with influencer data to extend the value of your work through new channels. Partner with clients and drive better results across all marketing activities in support of the previously mentioned use cases.
GET IN THE GAME
While sales and marketing teams are the early consumers of this information, it’s very easy to see how influencer data could shape other parts of the organization like recruiting. When people are hesitant about making an investment in Influencer Marketing, my response is, “How can you afford not to?” It’s still early in this space. People taking advantage of influencer marketing platforms will get the competitive advantage because the information it provides is needed and strategic for the entire marketing team. I saw this same adoption curve in the Digital Customer Experience and Analytics space. Now is your opportunity to make an investment before a real competitive advantage slips away.