We’ve been talking a lot about influencers lately – and with good reason. The right mix of thought leaders and valuable content can catapult any integrated marketing campaign into vast new heights and audiences. Finding and connecting with those ideal influencers, however, has always been the challenge.
While there are multiple discovery tools available for influencer marketing research, identifying your influencers is only part of the battle. The next part is reconciling them with your overall program objectives. It’s here that we’ve witnessed disconnects between marketing teams and their executive leadership – and where the need for executive buy-in is crucial for any influencer marketing campaign. Executives may crave big names – chief executives of major industry organizations who may/may not have an active social presence.
Additionally, any influencer marketing campaign should always provide value to your influencers (as well as your brand). In order to get the right influencers on board, it needs to be a mutually beneficial relationship.
As you look to achieve executive buy-in for any influencer campaigns, recognize the pros/cons of social influence as the primary determinant for your research.
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