Why You Need an Influencer Strategy (and How to Build One)

By Debbie Friez

“We want to do influencer marketing!” We hear this a lot. But it tends to come with other questions: “How do we go about it? What will go into it? And, how will we measure it?”

Sound familiar?

It’s like when you say, I want to go on an overseas trip for vacation this year. But, where do you want to go and when?

Your vacation planning needs to include a destination, airline tickets, accommodations and some idea of what you want to do and see. Otherwise, the vacation anxiety will set in and the exciting trip abroad may never happen.

Just like a well-planned vacation, any good influencer marketing campaign or program starts with a thoughtful strategy. About one-third (34%) of respondents in our 2023 B2B Influencer Marketing Report said their B2B influencer marketing strategy is “extremely effective.” Don’t you want to be a part of this group? There’s no reason you can’t! But jumping in without clear objectives and planning will cause a lot of anxiety and, usually, a lackluster program.

If you are considering an influencer program or campaign, you will need a strategy. Let’s review the key elements of that strategy.

Why influencer marketing for your brand?

Markets are crowded, and as you try to stand out from the crowd, you need new avenues to be seen by your audience. Knowing that people want to hear from people, instead of brands, opens up the possibility for influencers to bring a more human perspective to your audience.

Benefits of Influencer Marketing:

Increase brand awareness by reaching new audiences
Garner trust
Grow credibility and brand reputation
Support content and social media marketing strategies
Add to your brand thought leadership
Improve brand advocacy
Build long-term relationships with industry professionals

As with any good tactic, having the strategic plan to help guide your team gives a clear roadmap to follow. It will guide the way to success, much like mapping out your vacation will help you find your way in an unfamiliar land.

Creating your influencer strategy

Are you ready to break through the content clutter with great B2B influencer content? Then it’s time to create your strategy. Similar to your overall marketing plan, a good influencer strategy will include: