With so many companies vying for public attention, good analyst and influencer relations can set you apart from the noisy competition.
By Rikki Camarillo, assistant account executive, Racepoint Global
Question: When was the last time that you blindly bought something? Sure, you might take a chance on that cheap “as seen on TV” gadget in the grocery checkout line, but if you’re purchasing a Customer Resource Management (CRM) system – chances are you’d want to fire up the laptop and do some analyst research first.
While understanding the B2B decision process is essential to all marketing campaigns, the roles that influencers and analysts play in that decision process and overall brand awareness should not be overlooked—they are essential!
Here are three reasons why you should consider incorporating influencer and analyst relations into your enterprise strategy, corporate communications, and marketing activities.
Brand awareness is critical when marketing your company, product, or solution, and there’s nothing more powerful than word of mouth. As companies look to trusted experts for guidance along their buyers’ journey, analysts and influencers can be great allies.
Research analysts heavily influence C-suite decision makers and can provide valuable insight into your brand’s positioning and go-to-market strategy. Looking to tap into new market segments? Analysts can help refine messages to better resonate with the audiences you want to reach.
Influencers are great for amplifying brand awareness. Think of them as a gate keepers. If you successfully target and foster collaborative relationships with influencers, you are essentially granted access to their mass following. Additionally, when an influencer shares your content on their social media channels, it becomes visible to their audience who are likely to engage with it and share it within their own social networks. A good influencer relationship truly can be the gift that keeps on giving.
Look at any press release and you’re like to find the standard buzzwords such as world-leading, best-in-class, industry-proven, and the like. Let’s face it, every company thinks they are the best. But the truth is most C-suite executives view promotion with skepticism. Don’t you? Good analyst and influencer relations can germinate the seeds of awareness and help cultivate brand trust.
Decision makers look to analysts for unbiased, strategic counsel. Analyst commentary and evaluation shape industry trends, influence purchasing decisions, generate media coverage, and impact company reputations. They can also shape your brand’s relevance, reputation, and revenue.
Credible content is critical to win in the market, so it’s important to be included in relevant industry conversations. In fact, data from the 2022 Demand Gen Report shows that 31% of B2B buyers said they turn to analyst reports as a key part of their content research. Why? Because they are a trusted source of information. As a business, it’s important to build and foster analyst relationships to ensure your brand is represented well within analyst reports and conversations.
Also considered experts, influencer perspectives are highly regarded by their audience. Much like analysts, businesses and consumers alike look to influencers as a relatable and trusted source of information and recommendations. Influencer marketing has the power to reach a wide audience through social media and other digital content platforms. If an influencer is promoting your brand or product, that endorsement can create a range of new loyalists.
Well, I may be oversimplifying the process a bit, both are required in creating brand advocates. But there’s no denying the value added by forming and fostering relationships with influencers and analysts.
Decision makers are much more informed and have access to infinite information when making critical sales choices. Today, more and more people are spending time online and it’s important to meet them where they are if your goal is to create conversions.
Courting analysts and influencers is a process. Building interest and advocacy takes finesse and time, but once established, meaningful relationships can generate an extraordinary ROI for your organization. Consider these three points when strategizing your next campaign. You may become a believer, as well.