How to Market To Influencers, Through Influencers, and With Influencers

Here are a few keys to getting your influence marketing program off the ground.

Editor’s note: This post is a part of a series that was created to help you define and build the practice of influence marketing into your company. This series will walk you through the process, necessary roles, and best practices to get started with influence marketing quickly and effectively.

You can also download a the complete series in the form of our free eBook, The Value of Influence: The Ultimate Guide to Influencer Marketing.

Once the influencer marketing program gets off the ground and the influencer relations specialist begins developing relationships with key influencers, it is imperative for the executive team to support the program by marketing to influencers. Your role is to represent the company with the appropriate messaging and positioning.

This responsibility mainly includes participating in the following:

• Briefings
• Interviews
• In-person meetings

The influencer relations specialist should prepare you for any meetings or phone calls with influencers. The following questions are key:

• What is the purpose of the phone call?
• It is necessary for the CEO to participate, or can another executive lead the call?
• Has the team prepared all necessary information and content?

The responsibility of conducting briefings and meetings should never fall completely on one individual, but rather on the executive team. For example, the CEO should be involved in first time briefings or interviews in which the goal is to introduce the company, provide insight on the company’s strategy, etc., whereas the CTO or VP of Products should be involved in technical briefings or product demos.

Here are some things to keep in mind when conducting briefings or interviews:

• Know the date of your last briefing with the influencer
• Understand the influencer’s topics of interest and be prepared to discuss:
  • New ideas or information
  • Product information
  • Competitive insights
  • ROI
  • Best practices
  • Market shifts
  • Updates to management teams, etc.
  • Develop an agenda so that you don’t improvise
  • Send along your materials (PowerPoints, case studies, etc.) 1 to 2 days in advance
  • Be exact about your company’s information:
    • Number of employees
    • Locations, etc.
    • Nail down the messaging you want to convey in each briefing:
      • Company history
      • Target segments
      • Business problem
      • Value proposition
      • Competitive positioning, etc.

Additional resources:

Power of Persuasion, Meg de Jong

How Influencers Influence, Duncan Brown

The Key to Analyst Briefings, Amanda Maksymiw

Next in this series: how to review the successes and failures.