Dave Chaffey of Smart Insights steps you through 7 steps to create or improve your Influencer Relationship Management (IRM) programme. Plus Dave covers tools and measurement for you to use.

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you by
Effective B2B influencer relationship marketing
Dave Chaffey, digital strategist and
co-founder of Smart Insights

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Co-founder and Editor of
SmartInsights.com - a marketing
advice community with > 1/2
million uniques/quarter.
Premium members in over 100
countries use our planning
guides, templates and online
courses to Plan, Manage and
Optimise their digital marketing.
We also offer consulting and
training for members.
Digital Marketing strategist, consultant, trainer and author since ‘97
Free Basic
membership
About Dave Chaffey

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Our most popular free resources – www.smartinsights.com

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Agenda – your B2B influencer plan
• 1 How IRM supports inbound / digital marketing
• 2 Review your IRM capabilities
• 3 Selecting measures : define your pipeline
• 4 Segment and select your influencers
• 5 Creating effective content
• 6 Managing influencer relationships
• 7 Influencer content distribution

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1 How influencer marketing supports other digital marketing activities

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Poll – what are your IRM capabilities
• A. We don’t proactively work on influencer management
• B. We have ad-hoc activity around campaigns and content assets
• C. We have an ‘always-on’ influencer management programme

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2 Review
your
Influencer
Relationship
Management
capabilities
Source: Onalytica: Influencer marketing guide
Capabilities:
• Influencer
analysis
• Measurement
• Content
• People
• Process

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3 Measurement: Defining your influencer pipeline
Source: Onalytica: Influencer marketing guide

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Measurement – other details
• USE Google Analytics UTM campaign tracking inside your content assets
• /Target URL/?utm_source=<inbound-
content>&utm_medium=pdf&utm_campaign=<name>
• And in links you ask to influencers to share by social media and email

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Poll – do you use source code tracking
• No
• Yes – in Content / PDFs
• Yes – in Social Media
• Yes – in both

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www.bitly.com

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http://bit.ly/smartoutreach
4 Segment and select your influencers

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How do you measure influence (acc to Onalytica)

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A more practical influencer segmentation
Source: Moz Influencers post
Influencer type Tactics
A Micro-influencers Quality content – not just reports
– blog content works too e.g.
stats
B Passionate specialist bloggers Visuals from reports
Build a list
C Individual thought leaders /
ABC Celebrities
Contribute to reports/articles
Share on publication
Once or multiple times
Paid authoring
D Complementary companies Strategic partnerships
E Media Publications including
journalists
Strategic partnerships

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Poll which of these influencers is most valuable?
• A Micro-influencers
• B Passionate specialist bloggers
• C Individual thought leaders / ABC Celebrities
• D Complementary companies
• E Media Publications including journalists

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Identifying influencers using Followerwonk

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Mapping connections through Onalytica – Health Tech example

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5 Creating effective content

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Are you covering the full funnel with influencer content?
REACH ACT CONVERT ENGAGE
Content type
and aim
TOFU
Awareness
Engagement
MOFU
Evaluation
Engagement
BOFU
Purchase
Engagement
ROFU
Retention/Advocacy
Engagement
B2B Examples • Hero lead-gen for
cut-through
Infographics
• 10X content
• Webinars -
education
• Case studies
• Datasheets
• Independent reviews
• Webinars - demos
• ROI calculators
• Business case
download
• Career
development
• Enewsletter
Distribution • SEO
• Social
• Pop-ups and Inline
content
• Email welcome
• Email nurture
• Enewsletter personal
• Web personalisation
• Livechat
• Emails from
Sales
(Automated)
• Webinars
• Enewsletter
• Web
personalisation

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Ideas for B2B influencer content
Content type Influencer input Challenges
1. Sector research report A or B influencer writes
Other influencers comment on first draft /
research
Large fees for A or B influencer
Is the content repurposed sufficiently?
2 Best practices guide As above
3 ’Use-case’ guide – ROI of deploying service Analyst Even larger fee, but supports conversion -
BOFU
4 Webinars Usually delivered by one influencer, but can
involve panel of 4+
Expensive if not self-hosted
Limited sharing by other influencers
5 Blog trends and opinions Ideas of multiple influencers Only a short term impact unless it can
become evergree content
6 Infographics One or more influencers curate More difficult to relate to influencers

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Design in repurposing...more for influencers to share!
Source: Velocity Partners

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6 Managing influencers | spreadsheets vs tools

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Ideas on managing influencers
• Identify and involve ASAP in a single content-led campaign=
• Build on activity – not just one-off campaigns, but ‘Always-on’ influencer marketing with
an annual programme where influencers have visibility of what is coming
• Make them feel special by offering other opportunities for them to connect and growt
their audience e.g. event attendance, introductions to other influencers, previews, etc

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7 Content distribution
Featuring influencers in the right
places
• Social media
• Their blogs
• Their emails
• Their slide decks
• Their reports

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Investing in quality social creative
Social streams have a
short ‘half-life’, so
• Schedule to share
multiple times
through
repurposing, e.g.
quotes, images,
charts, etc

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Summary – your B2B influencer plan
• 1 How IRM supports inbound / digital marketing
• 2 Review your IRM capabilities
• 3 Selecting measures : define your pipeline
• 4 Segment and select your influencers
• 5 Creating effective content
• 6 Managing influencer relationships
• 7 Influencer content distribution
Please let us know your questions

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Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey
www.slideshare.net/Smart-Insights