How to Prioritize your Influencer Targets

This is a part of a series that was created to help you define build the practice of influencer marketing into your company. This series will walk through the process, necessary roles, in addition to guides for each role to get started with influencer marketing quickly. For the next several weeks, I will share a how-to for the influencer marketing specialist.  This week, let’s focus on choosing the right set of key influencers for your goals.

Once you’ve completed your research, chances are you’ve developed a long list of influencers. Take the list to your manager and compare your results against the program’s targets and goals. It will be especially important to prioritize the influencers if you have other job responsibilities in addition to managing the influencer relations program.

Keep these questions in mind while prioritizing:

• Will this influencer help me achieve my goals?
• Have my prospects/customers named this person as an influencer?
• What is this influencer’s reach?
• How much time will it take to create and convert an opportunity with this influencer?
• Do we have enough resources (time, human capital, content) to target this influencer?

Additional resources:

Mapping Influencers to Software Purchase Decisions on Enterprise 2.0, Barbara French

Next week, I’ll discus action steps for making the most out of your relationships.