Influencer Relations vs. Influencer Marketing: What’s the Difference?
Influencer relations is a slang term for media relations. It occurs when a public relations practitioner treats industry influencers as if they were journalists. To be more specific, they would send influencers an email or call them on the phone to pitch news and stories. There is no monetary compensation for any services or tales written. It’s all about influencer relationships and 100% earned media. Influencer relations is an important part of the public relations team’s job.
Is Your Influence Measuring Method Correct?
Using data and analytics to find the most relevant influencers is the first and most important step in assessing influence. As a result, you must be aware of how influence is measured. If you get this wrong, your entire influencer marketing campaign will fail, and you’ll have a lot of explaining to do with upper management. On multiple times, I’ve witnessed marketers rush through the process of identifying influencers and launching a marketing campaign in order to make a deadline. The program may not fail spectacularly, but you won’t get the outcomes you want, and you won’t see the marketing ROI of a well-thought-out B2B influencer approach.
It’s difficult to quantify influence because it’s subjective. Too many marketers rely only on the influencer marketing platforms’ outputs and reporting. It’s a good beginning, but it only tells a little part of the story.
This is why. Most platforms typically employ three data points to determine influence:
- Their social community’s size is referred to as their reach.
- Relevance: How frequently do they discuss a topic?
- Resonance: The amount of interaction people receive as a result of sharing and creating material.
Because it’s all about numbers, these B2B influencer marketing solutions excel at it. That is all there is to it. Even when using diverse algorithms, most systems rank topical-based industry influencers in a consistent manner. The three data points are only differently weighted.
Reference is the final step in determining influence. There are two equal pieces in the reference. First, it determines how frequently (if at all) the media or other influencers make mention of the person in issue. Are they mentioned in publications, reports, blog posts, podcasts, or social media, in other words?
The second factor is how frequently a certain audience, such as developers, security engineers, or CTOs, mentions the influencer. Unless you have access to a social media intelligence tool that can save you time and money, this can be a painstaking procedure.
Here’s why referencing is crucial.
Assume you’ve conducted research on 5G influencers and have determined the top five with whom you intend to collaborate. They all have large communities, they all talk about 5G, and they all receive a lot of engagement from their followers when they do. The media, other influencers, and other audiences have all mentioned four of the five influencers. Do you collaborate with the one influencer who hasn’t been mentioned by anyone else? It is debatable.
Influence is defined and valued differently by everyone. When it comes to influencer marketing efforts, some people consider reach and engagement to be the most important metrics. Others are more data-driven and want to see how a B2B influencer campaign generates revenue and leads for the company. The idea is to match your influencer marketing strategy to the sales funnel for B2B companies.
What Are the Best Ways to Find the Right Influencers?
The 1:9:90 influencer model divides influencers and social audiences into groups based on themes, industries, and markets, and it’s a useful tool for B2B influencer marketing. A market is a gathering place for buyers and sellers to exchange goods and services, and it can be defined in a variety of ways, including SaaS companies with over $100 million in revenue, enterprise security software, big data companies, or more niche markets like DevOps, AIOps, or Robotics Process Automation (RPA). Markets include baby diapers and bridal gowns.
The model is divided into three parts: one percent, nine percent, and ninety percent.
The 1% develops new concepts, ideas, and breakthroughs, and uses blogs, webinars, films, and articles to communicate captivating stories. They’ve been quoted in the press, appeared on podcasts, and have their own media outlets. This group will grow in power as social media platforms develop tools and capabilities for B2B creators, such as LinkedIn’s recent introduction of the LinkedIn Podcast Network.
The 9% can be classified as a distinct audience group. A group of engineers, developers, or IT managers, for example, could be the target audience. They repackage influencer content, add their own perspective, and distribute it to their social networks. They are active on social media, have enormous audiences, and have a lot of clout.
The other 90% are what I call “lurkers” or “general market” in some circumstances. They only devour information and content. They Google everything, seek advice from their peers and friends, read G2 reviews, and rarely generate stuff. As a result, both the 1% and the 9% have a significant influence on them.
When looking for topical influencers, such as top cybersecurity influencers or an audience discussing digital transformation, the 1:9:90 Model of Influence works very well. The common denominator for developing an influencer list is the actual issue being discussed, which is relevance, because the model uses reach, relevance, resonance, and reference as indicated above.
Building an audience of potential clients is another technique to uncover influencers. You could also want to list current consumers. If you were marketing to software developers, for example, you would first create an audience and then mine the data to determine who inspires them. Nine times out of ten, it isn’t the person you expect. This, in my opinion, is the most effective method for identifying the most relevant and influential influencers for any brand and most small businesses.