{"id":4035,"date":"2016-06-03T16:47:00","date_gmt":"2023-10-18T16:47:36","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=4035"},"modified":"2023-10-18T17:35:56","modified_gmt":"2023-10-18T17:35:56","slug":"find-and-grow-network","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/find-and-grow-network\/","title":{"rendered":"How To Find (And Grow) Your Influencer Network"},"content":{"rendered":"\n<p><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/grow-influencer-network.png?strip=all&#038;quality=95\" alt=\"\"><\/img><\/p>\n<p>Everybody understands the value of a celebrity endorsement. When a professional athlete or actress is shown driving a particular car or wearing a piece of clothing, it\u2019s not long before their fans start clamouring to buy the same thing. Understanding how to replicate this effect in the B2B space, on the other hand, may not be quite as intuitive.<\/p>\n<p>The idea of an \u201cinfluencer network,\u201d as they\u2019re called by marketing experts, stems from a simple but very strategic idea: that establishing relationships with the right people could offer nearly as effective a mechanism for nurturing a sales lead as a traditional cold call or pitch meeting. Influencers are not necessarily salaried employees, but have an authentic connection with a target customer or audience that is used in ways that educate and inspire deeper connections with a company.<\/p>\n<p><a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/ca\/form\/pdf\/2016-state-of-marketing.jsp?d=7010M000002ICBw&amp;nc=7010M000002ICBr\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/THIN_CTA_StateofMarketing.jpg?strip=all&#038;quality=95\" alt=\"2016 State of Marketing. New Research based on 4000 marketers worldwide.\"><\/img><\/a><\/p>\n<p><b>Influencers Defined<\/b><\/p>\n<p>The fastest way to find the people who could be legitimately called \u201cinfluencers\u201d is to think of all the people your customers might be paying attention to \u2013 especially the people they are more likely to prioritize over, say, your company and its sales and marketing team. This could vary widely by company or sector, but influencers often fall into the following camps:<\/p>\n<ul>\n<li>Bloggers or traditional media<\/li>\n<li>Public speakers or those closely involved in industry events<\/li>\n<li>Social media users with a strong following<\/li>\n<li>Customer\u2019s peers, subordinates or leaders<\/li>\n<\/ul>\n<p>That last group is often forgotten. Even if their role is largely behind the scenes, influencers are essentially the people who are one step away from your key decision maker. As more B2B organizations move towards account-based marketing and selling, influencers may also be clustered into groups rather than seen as a set of individuals. Map this out before determining how you\u2019ll approach and work with influencers.<\/p>\n<p><b>Validate Your Way Into An Influencer Relationship<\/b><\/p>\n<p>Influencers are powerful because they have your customer\u2019s attention, and the quickest way to get closer to them and to your end target is by demonstrating you\u2019re aware of their influence and the value it provides. In other words, if you become a follower or fan of your customer\u2019s influencers, you\u2019ll immediately look more relevant and connected to their interests.<\/p>\n<p>Here\u2019s are just a few tips to establish your credentials with influencers:<\/p>\n<ul>\n<li>Share the influencer\u2019s recent posts on social media channels through your firm\u2019s accounts, adding your own thoughts or takeaways where appropriate.<\/li>\n<li>Profile influencers through your company\u2019s content marketing channels. This could be as simple as an e-mail Q&amp;A posted to your firm\u2019s blog, or a video interview taken at an industry event which you share via social media.<\/li>\n<li>Show up to where influencers are speaking at conferences and ask thoughtful questions your customers may be hesitant to ask, or that help enlighten them further.<\/li>\n<\/ul>\n<p><b>Engage Your Influencers Directly<\/b><\/p>\n<p>If this kind of activity gets an influencer\u2019s attention, look for opportunities to help them further. While the long-term objective might be using an influencer to help position or promote your products and services, this is very much about investing as much as possible into the relationship up front.<\/p>\n<p>Everyone wants or needs something. In fact, it might make sense to think of approaching influencers the same way you might a new customer or prospect: starting by getting a solid understanding of their main challenges or goals, identifying where your company has a way to contribute, and formalizing an arrangement. The difference is that the result might not be a financial transaction but a goodwill gesture of some sort that ensures an influencer keeps your firm top of mind when they\u2019re in front of your customers.<\/p>\n<p>Introduce your influencer to someone who can help grow their business, for example. Offer free or trial versions of your products and services to let them understand why they\u2019re useful. Invite an influencer to speak at your next customer event or buy tickets for your customers to attend their next speaking engagement. Or, if the influencer is merely an extended member of the customer\u2019s team, offer content that helps them do their own job better. This could range from books to white papers, blog posts and more.<\/p>\n<p><b>Clearly Credit Your Influencers<\/b><\/p>\n<p>Customers don\u2019t want to feel manipulated \u2013 it\u2019s the surest sign of influencer marketing gone wrong. That\u2019s why the relationship between a company and influencers needs to be transparent.<\/p>\n<p>If you sell cameras and video equipment for example, you might run a program where talented videographers create a series of clips using your equipment. Don\u2019t assume the nature of the relationship is obvious and over-communicate where necessary. Your paying customers should understand that the influencers were deliberately engaged to demonstrate the quality of the products and how the process worked.<\/p>\n<p>The good news is that, when executed properly, influencer networks have a trickle-down effect on the companies that nurture them \u2013 to the point where the company starts to become more influential, too.<\/p>\n<p><a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/ca\/form\/pdf\/2016-state-of-marketing.jsp?d=7010M000002ICBw&amp;nc=7010M000002ICBr\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/stateofmarketing2016banner.jpg?strip=all&#038;quality=95\" alt=\"2016 State of Marketing. New Research based on 4000 marketers worldwide.\"><\/img><\/a><\/p>\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/ca\/en\/authors\/\"><\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>When executed properly, influencer networks have a trickle-down effect on the companies that nurture them \u2013 to the point where the company starts to become more influential, too.<\/p>\n","protected":false},"author":1,"featured_media":4034,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[32],"sf_content_type":[],"coauthors":[2],"class_list":["post-4035","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-customer-data-cloud"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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