Influencer Marketing Best Practice Guide

This guide is designed to help B2B marketers understand how influencer marketing can affect the behaviour of buyers, customers and stakeholders

Overview

This guide is designed to help B2B marketers understand how influencer marketing can affect the behaviour of buyers, customers and stakeholders. This guide provides a step-by-step approach to becoming an influencer through research and planning, marketing to other influencers and measuring success.

Influencer marketing can be defined as a collision of lobbying, PR and, increasingly, socialisation of the internet. Business leaders are no longer the only influencers. The rise of digital and social media has given all professionals a voice, allowing everyone from new talent through to CEOs to become spokespeople for their industries.

This guide will help you:

  • Understand the concept of influencer marketing – how it has changed and the basic principles.
  • Market to influencers – identify influencers, plan strategy and create content.
  • Measure success – the types of influencer activity and the metrics to focus on.

This guide covers:

  • Research and planning – setting objectives, identifying influencers, planning strategy and creating content.
  • Marketing – how to market to this audience. 
  • Analytics – types of influencer activity and valid metrics of success.
  • Case studies – an example of influencer marketing in action from Telefónica Digital.

“Organisations, just like people, are influenced by the behaviour of a market and its operating environment”

A look inside

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Section 1 – Introduction

Section 2 – Research and planning

Section 3 – Marketing to influencers

Section 4 - Measuring success

Section 5 – Case study