Maximizing Your B2B Influencer Outreach: The Importance of Content and Networking

From time to time when we demo the eCairn platform, people are surprised that we provide advanced capabilities around content creation and curation whereas our primary objective is for (micro)/B2B influencer marketing. Let me give you the rationale.

When you reach out an influencer, specially in technical/expert domain, the first thing that this influencer will do to decide whether they should accept your connection request and talk to you to you is the following:

1. Check your content (is it relevant ?, high quality ? , do you publish frequently enough?)
2. Check if people they know/trust already follow you.

Influencers can’t make compromise with their own reputation and they need to carefully vet who they are associated with. So before you embark on an influencer campaign, we recommend brand to work on content plan and networking plan. How do you do this?

The most efficient way to do this is to get immersed in your target audience. Find many people from this audience (including influencers), listen to what they say , engage and publish and curate highly relevant content.

Our platform provides two important features for this.

The world cloud

As we aggregate all post, tweet created by your audience, we recommend that you mine the chatter and discover the trending topics once-twice per week. This is a very good way to see what your audience is talking about and to drive your content agenda.

Here is an example from, our (eCairn’s) ecosystem, mainly B2B marketers, agencies in the last 24 hours:

Beside the usual suspects, I see that topics like ai, job and trends could be interesting ones to cover in our blog in the coming days.

• ai: because of ChatGpt
• job: well, many layoffs in tech recently affecting marketing people
• trends: people still sharing 2023 predictions

Beside the word cloud, we also publish trending topics that we make available via emails:

Top Articles

Creating content is great… but expensive and a good complement is to curate and share content that is highly relevant for your audience.

For this we have developed a features that spots the articles that were shared the most by your audience. These are ideal candidates for you to curate and re-share.

Why?

• since some people in your audience are already sharing these articles, you know they are relevant and high quality
• if you go the extra step of consolidating the comments, RT for these articles (which we do for you), you can actually quote some people in your community and send some link-love. This can go a long way to get people to follow you.

Here is, as an example, the articles that were shared the most by our (eCairn) ecosystem - 1000s of people in Marketing/Social/Community in the last days:

Here are links to the top 5:

• https://www.forbes.com/sites/joemckendrick/2023/01/28/artificial-intelligence-may-actually-help-humanize-financial-services/?sh=1278282ad9f5 A very interesting article about AI and Financial Services. Since we have several clients & prospects in banking, it’s quite logic to see this article on the top.
• https://www.statista.com/chart/29174/time-to-one-million-users/ ChatGPT is breaking the record, even if it is down most of the time ;-)
• https://venturebeat.com/virtual/plan-now-for-the-internets-transformation-by-the-metaverse-and-web3/ Predicting that Web3 and the metaverse are the future. IMHO AI is a much more radical transformation.
• https://www.visualcapitalist.com/top-50-most-visited-websites/ Google and Youtube (i.e Google) is dominating the ranking.
• https://studyfinds.org/are-you-smarter-than-ai/ ( Are you smarter than AI… and the answer is No !)

We also provide the option to share these articles in one click.

As with the trending topics, eCairn also provides the same information via email

Of course a pre-requisite for this is to have collected a large number of people (1000s) in your target audience. These could be your existing followers on Twitter, members of your LinkedIn page, your community, list of prospects… These are the people (and their friends) you want to listen to, understand and build and develop relations.

Want to learn more, send me a message