It is the nature of marketers to continuously evaluate the effectiveness of their efforts. The problem with this approach to marketing optimization is that it assumes effective execution of marketing strategies, which we all know, is often not the case. Poor execution is as often at fault for poor performance as much as the effectiveness or appropriateness of the tactic.
For nearly 10 years we’ve been engaged in influencer collaboration for B2B content marketing programs (like this one for Content Marketing Institute in 2012) and have worked with a wide range of B2B brands during that time. We’ve fielded multiple times that in inquiries and questions from B2B marketers about influencer marketing as well as conducting the first ever dedicated research study into B2B influencer marketing. This depth of experience has provided unique and far reaching insight into how B2B brands understand and implement content marketing efforts in partnership with influencers – good, bad and otherwise.
While the B2B marketing industry has evolved and become more sophisticated with influencer adoption rates on the rise, old habits and bad habits often remain. Our focus on influence as a B2B marketing discipline has enabled us to identify the best practices as well as the ways in which B2B marketers continue to sabotage the success.
Avoiding bad practices is a strong first step to ensuring investments in influencer marketing programs result in expected returns. Here are 5 of the most common things B2B marketers do to sabotage their influencer marketing success:
1. Waiting to Recruit
The best time to recruit an army is not on the first day of the war.
That’s probably not the best analogy, but approaching influencers as an afterthought vs. as part of the planning of a marketing effort is a big mistake. For B2B brands that are new to working with influencers, it is important to understand that influencer recruitment takes time (and skill). Being able to engage the right mix of influencers on a very short timeframe without pre-existing relationships is unlikely. That’s a problem if a B2B marketing effort is counting on those influencers to add credibility and target audience reach to the campaign.>Best practice: The time to start recruiting
By: Lee Odden
Title: 5 Ways B2B Marketers Sabotage Influencer Marketing Success
Sourced From: feedproxy.google.com/~r/OnlineMarketingSEOBlog/~3/PWQ2BHqukdo/
Published Date: Mon, 01 Mar 2021 15:29:41 +0000
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