But it’s important to not just think of influencers as people who are spruiking the latest skincare range or fitness fad. Looking through the B2B lens we can describe influencers as people who share your brand values and use their social channels to promote those values.
But how relevant are they when you work in a niche industry, say agriculture or industrial? Very! You just have to choose the right ones to work with, and the first step to doing that is to get clear on your goal.
Is it a sustainability message, or maybe showing your support for workplace health and safety? Once you know what angle you want to promote, then you can look at who to partner with.
According to Marketing Land, when identifying the right influencer, you need to look for the 4 R’s:
Relevance – How often are they posting about the relevant topics to your brand/industry?
Resonance - When they create content, how much traction does it get? Are others engaging with it? This metric helps separate real influencers from the ones that have large communities but no engagement.
Reference – Are they referenced by other influencers? You want them to be creating a community with other people in your influence sphere, to drive engagement and spread whatever message or issue you’re hoping to share through an influencer program.
For example, in agriculture, a good influencer may be a beef farmer who is very active on Twitter and is passionate about issues that align with your brand, such as agtech and sustainability. A negative influencer may be someone who is active on social, but also aligns with your competitors or makes bad or harmful comments towards others on the platforms.
Influencers can be advantageous to your social strategy, if identified and used in the right way.
Need help with this first step? Contact us today firstname.lastname@example.org