Building influencer strategies

Influencer marketing is not a tool merely to improve your existing advertising, media relations or direct mail activities (though it does all of these). More significantly it improves your entire marketing outreach by enabling greater emphasis (of activity and spend) on the few individuals and organisations that can impact your sales, instead of the legions of indistinguishable names most likely occupying much of your in-house marketing databases.

Influencer50 answers the challenges that marketing faces in the current environment of market distrust, vendor ‘white noise’ and channel saturation. Using trusted influencers as messengers and targeting what they say at sales cycle objections delivers a potent response to the demands of today’s technology marketplace.

The SFERE™ methodology

• Select
• Focus
• Engage
• Recruit
• Evaluate

We Select the key influencers for our clients. We rate and rank these influencers, showing how, when and where they exert influence. This process enables the prioritisation of Influencer Marketing activities.

We Focus on prioritised influencers for our clients. We map our clients’ offers to the needs and motivations of key influencers, and create tailored messages to those influencers. We develop Go-to-Influencer™ programmes for our clients.

We Engage influencers in increasing market awareness for our clients. We create individualized programmes that channel our client’s messages through key influencers, raising market awareness of our clients’ offers and positioning.

We Recruit influencers to advocate our clients’ offers and positioning. We drive influencer endorsements that generate qualified leads. We create collaborative programmes between our clients and their influencers, and use influencer testimony to counter sales objections. We develop InfluencerAdvocacy™ programmes for our clients.

We Evaluate our clients’ Influencer Marketing activities. We demonstrate return on investment in Influencer Marketing by tracking key metrics, enabling sales and marketing professionals to influence their company’s strategy and operations.

The Influencer50 sales-cycle alignment approach considers in detail:

• objections arising in the sales cycle,
• at what points they arise (in particular whether they are in the ‘Awareness’, ‘Interest’, ‘Desire’ or ‘Action’ stages),
• in which situations they arise (certain objections may apply to particular industries or circumstances),
• the optimum combination of messages, influencers and mediums to meet these objections.

We help you map out:

• the message or messages needed to combat each objection,
• the right influencers to deliver that message,
• the right media (or combination of media) to get that message across,
• suggestions for sales and marketing initiatives with estimated costs.