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Creating an Influencer Marketing Strategy

March 28, 2017 - influencer content marketing - , , ,
By: Yolanda Fintschenko

Here’s the plan: Cultivate a cadre of influencers, have them produce content at a high volume, and break through the noise. Watch the sales numbers shoot through the roof. Inside your company, demonstrate the value of marketing, and run around the SaaS world, attracting customers like a magnet.

That’s essentially the strategy.

The tactics and execution may require a little more work on your part, and a slight amount of skullduggery. (Well, you won’t really have any skullduggery. It just makes the work sound less like rolling a rock up a hill and more like being a pirate. Or a double agent.)

Developing Your Influencer Marketing Strategy

Your influencer marketing strategy should cover these elements:

  1.  Cultivating and recruiting influencers
  2.  Managing influencer content
  3.  Measuring influencer/content impact with share of voice
  4.  Content distribution

Cultivating and Recruiting Influencers

Influencer cultivation is very similar to sales. It’s essentially customer relationship management. Your ideal influencer is identified, and then you need leads for influencers that have what you’re looking for. Since you want to use content generators with a following, your best bet is to find bloggers through blogging outlets like Medium, and tech media outlets like TechCrunch, TechTarget, DevOps.com, Sweetcode.io and CodeProject.com. Pay attention to social media channels like Twitter and LinkedIn, which can help you find blogs. LinkedIn is also a blogging platform. Searching for your tool, your application, or related terms will help you find influencers.

Then, you are straight up in relationship management. Contact your potential influencers, learn about what their goals are, and propose to work with those influencers with a match between your needs and their goals. This may require more than one tweet, PM, email, or phone call. It should be an ongoing activity, and actually appear on someone’s MBO.

Managing Influencer Content

Managing influencer content requires the early recognition that you are using your influence, not your authority, to achieve your goals. Your influencer on-boarding process should include a written agreement and a voice meeting to answer questions, and clarify expectations. You should make sure your reward mechanism is clear, and that it is tied to delivering quality materials on time. Create a calendar for yourself related to the deadlines for your influencers, as you will need to keep a firm but friendly hand on your content generation schedule. Make sure you account for influencer-generated content in your overall content marketing calendar.

Measuring Influencer Content Impact

The best measure of your influencer content impact is share of voice. Share of voice is topic- specific, and is the measure of the percentage of a topic in conversation on social media, blog posts, and media outlets—and your company and product are included. Share of voice is a key performance indicator that measures the impact of your influencer and your company in a particular topic area of importance to your market. It is linked to your brand authority within that topic area, which often dictates your brand authority for a particular use case. This is a long-tail effect that can eventually lead to more leads and revenue by increasing organic SEO and amplifying your message on social media. Share of voice can be measured using the re:each calculator, and it must be calculated by conversation topic over a period of time. Your plan for measurement is important, as it will be necessary to evaluate your influencers and your influencer content marketing ROI.

Content Distribution

Content distribution on your company blog is a possible route, but it is less effective than on other platforms. Specifically, an influencer blog post about you on Medium, CodeProject, DevOps.com, TechTarget or Sweetcode that you can link to in your company blog will be much more persuasive than a direct post on your blog page. Part of your content management strategy is identifying the best outlets to reach your customer.

Conclusion
It’s hard to succeed at anything without a strategy, and influencer content marketing is no different. Usually, at least one dedicated person is required to carry influencer content marketing from strategy to implementation. But the return on investment is worth it.


Yolanda is a scientist, writer, marketer, coach and avid runner who lives and works in Livermore, CA.  She founded Common SciSense, a marketing company for technical products, and co-founded founderTRACTION, lean marketing services for startups.