Communicators know that building long-term trust is crucial.
Trust previously derived from high-quality marketing materials and effective sales teams; now it comes from third-party influencers that sales teams never meet.
According to one study, having a good influencer relationship plan is the goal for at least 84 percent of all marketing pros. Who exactly are these influencers? They may be opinion leading journalists, industry analysts, heads of consultancy practices or just a public figure with a large social media following. No matter who they are, influencers share a common trait—an authoritative voice capable of grabbing the attention of potential customers for your business.
Here are six essential steps for creating a successful influencer marketing campaign:
1. Identify influencer personas.
Influencers come in many forms, including industry figures at conferences, web based-peer groups, opinion-leading journalists, analysts and even bloggers. Ask yourself what influence they have over your audience and if they will be receptive to your messaging.