The Business of Influence: 5 Principles of Successful Influencer Marketing

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1. Effective relationship management is the driving force of influencer marketing

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2. A human approach to understanding customers and influencers can strengthen mutual value and social capital

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3. Influence requires championing and cross-functional leadership

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Winstrol z czym Е‚Д…czyД‡ By having a dedicated team that coordinates with various departments—for example, with Public Relations, Marketing, Digital Communications, Client Relations, IT, Sales, and HR—influencer relations can earn executive attention that transcends business functions. This, in turn, may benefit an organization’s larger digital transformation efforts by improving customer experience, since, as Solis puts it, “Customers don’t want to see the ‘cogs,’ they want to believe that businesses operate seamlessly and effortlessly to serve their needs.”

4. Influence never stops, and should be integrated with all touchpoints of the customer journey

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Who do they trust?
And, how does engaging with your company affect each step of their decision-making journey?”

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5. Influencers can align content creation and distribution with customer care and conversions

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In the above framework from ‘Influence 2.0’, influencers produce and share useful and engaging content throughout the customer journey, from introducing new products and answering questions to showcasing new product capabilities and directing customers to points of sale, support and further information.

Innovation over iteration

The ‘Influence 2.0’ report by Brian Solis is valuable for its emphasis on helping organizations align the future of influencer marketing with the objectives of their business, influencers, and customers alike.

Without the shift to influencer relations proposed by Solis, influencer marketing risks becoming a process of iteration, where new tools generate similar results, rather than a process of innovation in which new strategies unlock value.

It will be interesting to see if and how PR can benefit from a cross-functional approach to influencer relations. What does seem likely is that success in the future of influence calls for an adaptive mindset and the ability to work together to optimize—and humanize—outcomes across the influence ecosystem.

http://royalmaderavineyards.com/sustanon-canada Sustanon canada Images: Kevin Dooley; andy.brandon50; and concept diagrams from ‘Influence 2.0: The Future of Influencer Marketing‘ by Brian Solis from Altimeter

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About Author

Vanessa Cartwright
Writer and Researcher

Vanessa is a freelance writer, researcher and editor with an overarching interest in communication and innovation. Vanessa's studies in liberal arts and commerce have inspired her passion for creating compelling content that investigates the interconnections between the past, present and future.