Social influence is a newer strategy for growth in midmarket companies. We have seen some massive successes for many B2C brands with social influence, and we are just now coming into a period of time when B2B companies are finding the right ways to utilize influencers with their brands. Here are several strategies that you can consider as you begin to grow your company brand with the help of your social assets.
Utilize Your Champions
Who are big champions of your products and services? Typically, your top customers are willing to discuss exactly how they have benefited from all that you're doing for them, especially if you can make it easy for them to offer their thoughts. If your clients are not allowed to disclose relationships with vendors, however, then you'll need to look at other ways to gain recommendations and endorsements. One way to understand exactly how many customers of yours are champions is to measure your Net Promoter Score. The Net Promoter System is a strategy that gets quick, bottom-line answers as to whether people would recommend your company or not.
Seek Out Influencers or Thought Leaders
Social influencers in your industry can broaden the discussion about what you do and create exposure into new markets by talking about your products and services. Start your search for influencers by noting which names appear when you search online within your industry. Who are the leaders, and who is speaking on behalf of your industry at regional, national, and international events? Follow them online, and learn who is in their circle of influence. If a top expert/influencer is not available or accessible to you, then engage with others in their circle.
Become a Hub
Create content and make your blog a place that others within your industry have to visit. Find people willing to be part of your site through guest interviews or posts. These people should be analysts or writers who can discuss your industry in an attractive light.
Each of these social influencer strategies can help you grow business through new markets and expanding demographics. Choose a strategy and work to make steps every day toward a broader worldwide reach.
What are some of the risks involved in focusing on social influence? Can an overly social strategy backfire? Let us know what you think by commenting below.
Lori Richardson is the founder and CEO of Score More Sales. Lori is a thought leader on B2B front-line sales growth and works with (or in conjunction with) technology brands worldwide. Follow her on Twitter.