Finding and succeeding in new markets is essential for any B2B company that wants to grow. Entering a new geographical market can open up significant opportunities to increase revenues and profits, and to offset slow growth in mature or economically sluggish territories. But this can be a challenge as you won’t have the same level of brand awareness as you do in your core country. Influencer b2b marketing (as part of a wider international marketing plan) is one method that can help you generate a local buzz in your new market. Here are 5 tips for creating your influencer marketing strategy.
How to find your local influencers
If you are expanding into a new country, it’s important you find local influencers to build relationships with. There are a number of sources that will help populate your list:
a. FollowerWonk: FollowerWonk is a search tool for twitter allowing you to search on profile data, for example:
This will provide you with all Twitter users who match your search criteria:
It provides additional metrics around each user including influence, number of followers and following.
b. FindPeopleonPlus.com: FindPeopleonPlus is a similar tool to FollowerWonk. It let’s you search for people on Google+, and it allows you to segment your results using data people use when completing their Google+ profiles.
It also has an influencer score like Klout called PlusClout.
c. Guest Bloggers: Many influencers in your market can be found guest blogging for the most reputable online publications in your industry. These are usually good people to add to your list as they are already promoting themselves or companies through content marketing. There is a good chance they will be interested in any opportunities you have to collaborate with them.
How to measure influence
Measuring true social influence is a difficult task. Tools like Klout and Kred attempt to assign a score of influence. In a recent free report from Brian Solis titled, “The Rise of Digital Influence“, he breaks down what 14 of the top measurement services are really good for. In that same report he defines an influencer as: “An influencer is defined as someone of notable status and focus with a community who possesses the ability to cause effect or change behavior among those to whom they’re connected”.
When building an influencer list, using a tool like Klout or Kred can be a good way of ensuring the influencers you choose are actually engaging with their audience through social channels. But who will make a good influencer for your business will be easier to define as you work with them more and more. For example, some influencers may be really excited to collaborate on a project with you so really help to push a piece of content they are involved with, other influencers may get asked to collaborate on things every week so once it goes live, they are not as engaged with it or just too busy to promote it. Having your own set of internal metrics to track success of collaboration efforts with influencers is the best method way of defining the right type for your business.
What can you do for them?
It’s important not to think of your relationship with influencers as one way e.g. “what can they do for me?”. Rather you should be thinking what can you do for them? For example, keep track of what your influencers are posting about on Twitter to keep an eye on what they care about or may be promoting. You can do this pretty easily using a tool like TweetDeck. Add your influencers to their own list and it will create a feed of all their tweets. This will allow you to promote their guest posts, ebooks, conference gigs. Maybe they have a book coming out that you can interview them on and promote it to your readers.
Integrate with your editorial calendar
When adding to your list, add what topics your influencer is an expert on. This will really help when planning your editorial calendar . You will be able to match relevant experts against content you are planning and look for opportunities to collaborate on those pieces.
Create amazing content for your influencers readers
Look to see what content resonates with your influencers readers (if they have their own blog). There may be opportunities to create a content asset that can serve as both a great piece of content for your influencers readership, and a great introduction to your company. What blog posts are their readers sharing on Twitter, LinkedIn and Facebook, what posts are they commenting on and what type of questions are they asking. Gathering up this data should provide you with enough information to put together an exclusive infographic, blog post or ultimate guide around a topic their readers care about.
That’s just a few tips on influencer marketing that should help you get started. Have you started an influencer marketing program for your company? If so, what tips have we missed? We would love to hear them in the comment section.
If you are a fast growing company and want to find out how to fuel your local buzz then please go check out our free ebook – “The Definitive Guide to International Market Entry and Expansion”.