B2B brands should invest in relationship management to find influencers with similar expectations

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 18, 2020, 5:46 PM UTC

Collaborating with influencers that deliver via own distribution channels can add value to a brand's content.

Identifying influencers based on expertise and resonance with their followers can help B2B marketers find influencers relevant to their cause. Brands should invest in relationship management and education to evaluate and nurture their influencer community, instead of treating influencers with an “ad buy” attitude.

B2B influencers provide value to a brand's content beyond expertise and credibility, and deliver authentic content through their distribution channels like blogs, email newsletters, and podcasts. Influencers that contribute to publications, books, and presentations can further help brands effectively convey their ideas.

Brands should also consider the network size of influencers to drive their marketing strategies. Popular influencers are best for the top of the funnel content, while niche domain experts are better suited for middle and the end of funnel content.

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