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An influencer is a third-party individual who significantly shapes
the customer's purchasing decision, but may not ever be accountable
for it. Influencers are people, not companies or associations. People
make decision, and they use other people - influencers - to inform
them.
Because influencers are third parties they don't buy from you. In
fact, there is one big attribute of influencers that all marketers
need to be acutely aware of. Are you ready? Here it comes -
Influencers don't care about you, your products
or (least of all) your marketing messages.
Influencers are not your customers. Influencers have no budget. They
are not your market. They influence your customers, influence budget,
influence your market.
If you pitch standard marketing messages to influencers you will either
annoy the influencer, or be ignored. Again, they don't care about
you, your products or your marketing messages.
There's an exception to the "people" rule, and that's events. Sometimes
an event can be influential, because of the speakers it presents attracts
or the delegates it attracts. Influencer50 research shows that most
markets have at best two influential events each year. If you are
attending more than two you're probably wasting money.
There is also a major exception to the "Influencers don't care" message,
and that is your customer. Customers care very much about you and
your products, because they're thinking of spending their money with
you. Unfortunately, they don't care about your marketing collateral,
because it's you that wrote it. They'd much rather hear your message
from someone else, someone with influence over them.
Of course, you probably don't know who that would be, do you?
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