Marketing with influencers

Most projects or programmes will benefit from a group of passionate individuals advocating the solution.

It works best in a scenario or culture where per perspectives are valued and can be amplified via internal social media tools like Yammer or Meta for Business.

Check out our award-winning BEKO Grundig case study for more on how the influencer approach can be applied.

In your research, ask people who they listen to or respect.

Often, you’ll find the same names coming up. You can also match potential influencers to criteria such as engagement in online conversations, production of practical content, and support already offered to colleagues.

Finally, digital tools or plugins for Microsoft Teams and SLACK, can provide relevant data to see where the conversations are flowing.

Set up a meeting where you can outline the purpose, expectations, and requirements of the influencer programme.

Influencers should be passionate and motivated to participate because many of their activities will require discretionary effort. This is their chance to opt out.

Show the Influencers examples of what you want to deliver and provide a clear activity schedule e.g., week-by-week, with briefs for each stage so people know what to deliver and when.

Microsites work really well for this as you can store everything in one place.

Additionally, offer further influencer support by meeting regularly to coach and answer their questions, sendthem physical equipment such as ring lights and lapel microphones, and engage their line managers.

Review and manage content delivery to the various channels where the target audience is found. Encourage your influencers to coach and support each other so they’re not reliant on you for feedback in the long term.

The length of the sprint is determined by the length of your solution's deployment plan and the complexity of the influencers tasks.