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Identifying Target Buyers and Influencers

The document provides steps for an influencer marketing strategy for enterprise technology companies. It first advises to develop buyer personas for key roles like CEO and IT. Next, it recommends identifying industry influencers by seeing who target buyers follow on LinkedIn and Twitter. Finally, it stresses the importance of establishing yourself as a thought leader by creating high-quality content and sharing it in places influencers engage in order to get them to collaborate on events and presentations.

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Dinesh TM
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2 views2 pages

Identifying Target Buyers and Influencers

The document provides steps for an influencer marketing strategy for enterprise technology companies. It first advises to develop buyer personas for key roles like CEO and IT. Next, it recommends identifying industry influencers by seeing who target buyers follow on LinkedIn and Twitter. Finally, it stresses the importance of establishing yourself as a thought leader by creating high-quality content and sharing it in places influencers engage in order to get them to collaborate on events and presentations.

Uploaded by

Dinesh TM
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Identify Target Buyers.

If you haven't already, the first step is to develop several buyer


personas for your solution. Likely you'll have one for CEO, and other
for IT, and maybe another for Sales & Marketing. Know what their
goals and challenges are, what kinds of content they prefer, and who
they're likely to follow and engage with online.

Determine Industry Influencers.

Next, you'll want to identify the peers, bloggers, publications and


industry experts that your target buyers are following. The easiest
way to start is by connecting with some of your target prospects
(and existing customers) on LinkedIn to see who they're following,
and what groups they participate in. Also, follow some of your target
buyers on Twitter, and see who they're following and retweeting.

Build Social Credibility.

A critical part of influencer marketing in the enterprise technology


space is establishing yourself as an independent thought leader.
Influencers won't be willing to engage with you if they sense all
you're looking for is some free social media visibility. That's why
developing high-quality content such as whitepapers, blog posts, and
webinars is critical for laying the foundation to get influencers on
board.

Once you've developed this content, share it (along with other useful
content you may come across), on social media and within the
groups and message boards that influencers frequent. The
important things are to be knowledgeable, add value, and have a
perspective.

Bridge the Gap to In-Person.

The great thing about influencers is that they're usually sought after
in terms of live events, speaking engagements, and conference
appearances. That puts them in a unique position to bridge the gap
between your digital marketing efforts and live, physical interactions.

If you can collaborate with an influencer on a presentation at a live


event, for instance, you can allow people access to those slides after
the presentation in exchange for their contact information (known as
"gated content"). You can then leverage that info to place those
prospects into a marketing automation system for ongoing nurture
campaigns.

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