Influencer marketing is the practice of marketing specifically to a select group of individuals, e.g., journalists, analysts and bloggers—that have influence over the buying decisions of your target audience. You may already be using some level of influencer marketing in your PR program by pitching news to select media and analysts. One thing you may have missed, however, is integrating this strategy into your content marketing efforts.
Influencer marketing can be most effective when it is done purposefully. It goes beyond blindly sending press releases out every so often. The key to influencer marketing is to build relationships so that your key audiences are on board with what you are trying to accomplish for your company and for the greater good of the industry. If this is achieved, those influencers are more likely to want to tell people about what your company—and your products and services—are doing to solve problems for customers.
While critical for every industry, influencer relationships are particularly important in the Internet of Things (IoT) and machine-to-machine (M2M) communications industry today. IoT and M2M is not only an industry where high growth is predicted, but the number of companies in this space is growing daily. This means that the number of influencers touching this market is also growing. For this reason, it’s also important to be mindful that you are identifying the correct ‘influencers’ for your segment of the industry. After all, you don’t want to reach out to a reporter solely focused on educating the consumer on IoT apps for daily life when your business is focused on IoT services for the enterprise.
Building and leveraging influencer relationships can give you credibility. Just about every company on some level has a strategy, roadmap, product or service that can grab the attention of a reporter or industry analyst focused on the IoT/M2M space. These influencers have a lot of followers that help you to capture new sales leads. Here are five ways you can use influencer marketing to benefit your IoT company.
Influencer marketing in the IoT/M2M industry allows you to build relationships with those that have a great share of voice in the industry. This enables you to reach many more people and create a greater awareness for your brand.
No matter what type of PR program you have in place, there is always room to build and strengthen your influencer relationships and incorporate them into your content strategy.
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