How to Influence C-Level Decision Makers in B2B Marketing? In essence, influence marketing influencers (or promoters) is an approach utilized in B2B marketing whereby a firm or organization to disseminate their message to a target audience through a channel or media that they control. The key here is for the influencer to want their message heard by an audience or at the very least shaped by an organization. Many companies are hesitant to employ influencers due to the overall perception that an influencer’s main purpose in engaging an audience is to sell to them, rather than inform them. This is not the case however; while an influencer will definitely have their own sales objectives to reach with the promotional message, the primary objective of any influencer is to help the company or brand to achieve their sales goals.
Influencers, also known as promoters, work on the ground floor assisting businesses and brands in delivering their messages to their desired audience. This helps in gaining visibility which then leads to higher conversion rates and amplified revenue. While some influencers may work harder than others to drive the company’s or brand’s message across to their target audience, the bottom line is these individuals understand that every dollar that is invested in this manner yields a greater return.
There are some factors that affect an influencer’s ability to create an impact in the marketplace and increase sales. One such factor is geography. An influencer’s reach can increase based upon the reach of their chosen company or brand. Also, if a company has established a strong online presence or solid relationships in various regions or industries, the company itself can easily leverage its power and potential to increase exposure. Other factors that can increase sales include brand equity, product knowledge or perceived familiarity, and of course, personal chemistry between influencers and their target customers.
Influencers have to be careful not to alienate their target audience when communicating with decision makers. This means that it is crucial for them to understand their target. For instance, if the target is the middle aged female consumer, it would be smart for a male Influencer to talk about services or products geared towards older females. By doing so, the male could connect his message to what the female consumer wants while still offering him a chance to connect with the female audience.
The importance of hiring influencers becomes even more evident when companies have multiple brands. In order for these companies to stay above the competition, they must hire an individual who can effectively represent each of their brands. In addition to hiring an effective individual, it would also be wise for these companies to provide them with training. They should be made aware of the branding objectives of the company, the competitive landscape, and of course, their own personal brand goals.
When working with influencers, it is important to get information from them early on. This is because it is easy for them to derail a fruitful relationship. At the start of a relationship, a good thing to do is to hear information about the industry that the company is in. When dealing with influencers, it is also smart to start a dialog about collaboration. The ability to work together allows influencers and company to work closer and increase the number of opportunities for communication.
When presenting information to influencers, it is wise to focus on the “who” rather than the “what.” For instance, if a company has a goal of increasing engagement, presenting facts about the demographics of that particular market may help to illustrate the need for the service or product. This way, the audience can understand that their voice is valuable to the brand. Also, presenting an opportunity to work with the influencer will help them feel valued as an authentic representative of the brand and their thoughts will be respected. When a brand can reach out to influencers and create a lasting bond based on trust and respect, a great deal of business is bound to be gained.
Knowing how to influence c-level decision makers in b2b marketing can help to ensure that brands are more effective at engaging consumers. By presenting the correct information, the audience can engage with the brand more readily. When working with influencers, it is important to remember that they want to help the company to succeed, so providing the necessary tools and guidance will go a long way. As well, by providing clear instructions, they can help to remove any roadblocks that might be in the path of success. Ultimately, the partnership between influencers and companies that are serious about achieving growth and success will strengthen the company’s position in the marketplace and bring about an increase in revenue.