Most B2B marketers immediately dismiss influencer marketing as a vacuous activity only undertaken by their B2C counterparts to sell pretty packaging through anxiety-riddled models in between a morning green tea cleanse product post and a beach sunset photo.
It is far more complex and nuanced of a subject.
For B2B enterprises, the decision to employ influencer marketing comes down to a few key questions:
- Which influencer type is ideal?
- What KPI is the influencer being measured against?
- Which channel makes the most sense for this campaign?
- How does an enterprise go about creating and managing an effective influencer campaign based on the above?
To keep this discussion brief, influencers can generally be classified into three categorical buckets: aspirational, authoritative, and peer. As a definition, the aspirational influencer is a celebrity type, often with a large following, aspirational influencers are what most think of when visualizing what an influencer might look like.
The peer influencer, by contrast, is the everyday dad stopping at the grocery store on the way home from the office, your fishing enthusiast uncle on Facebook, or you to your next-door neighbor.Continue reading