The critical ingredient for a successful B2B influencer campaign is content. Think blog posts and podcasts, think tweet chats and webinars, think filmed or live broadcast interviews. What we do at TechMode is help your company determine an integrated content strategy (including your brand’s original content as well as third-party content production)…then we add a megaphone to amplify exposure to hundreds of thousands of tech professionals.
We liken the approach to air travel. Your brand is the aircraft - you’re the innovative complex engine that tech professionals need to get from A to B. The influencers are the flight attendants, they build and reinforce the trust the passengers have in the aircraft. They provide critical information, answer questions, and ensure everyone is comfortable. The platforms we leverage for content marketing are the fuel, they propel everything forward at neck breaking speed. And TechMode are the pilots navigating the skies and ensuring a smooth take-off and landing for everyone involved.
We love a good metaphor ;) But if you’d prefer a more concrete explanation, here’s our process in 7 simple steps…
1. Strategic Planning
This phase is the most important of any project. This is where we work closely with your team to establish KPIs and work backward to identify the approach and build a project roadmap. We’ll perform a brand audit and conduct competitor analysis to define the plan and generate planning documents and timelines.
2. Team Selection
While working through the plan, we will consult our network of tech influencers to determine the best candidates for the project. Our selection is based on criteria, including: topical relevance and expertise, exposure per platform, content production strength, and overall cohesion to the team holistically.
3. Team Coordination
Next we develop all the materials the team needs to succeed (resources, trackable links, campaign hashtags, graphics and more). We also set up and moderate the channels for group coordination and collaboration during the campaign, making sure the team’s on track and has everything it needs.
4. Content Production
We manage timelines, scheduling, deliverables, and oversee all content production from filmed demos and interviews, through to live broadcasts, tweet chats and more. If required, we can also act as an extension of your social team, gathering original on-brand content to help engage your direct audience.
During the activation phase we monitor activity across all social channels (Twitter, FB, YouTube, Soundcloud, LinkedIn, you name it), 24/7, to ensure posts go out on schedule and that the team is operating cohesively. This coordination is critical to the overall output and should never be underestimated.
6. Reporting & Analysis
We leverage robust tracking software to monitor campaign performance across platforms. Our methods for gathering data come from years of experience and result in a comprehensive post-campaign report, including metrics and analysis, lessons learned and notes for future implementations.
One thing we’ve learned over the past few years is that *consistency* is key. Campaigns are great, but you see the true power and impact with consistent, maintained activation. This also allows for a more lasting and authentic relationship to build between brand and influencer team, as familiarity with your products, services, team & overall culture increases with time.