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Influencer marketing
Influencer marketing is about people and relationships. It’s not about brands ‘talking’ to each other, it’s a collaboration between you and relevant influential people within your market.
With more than 30 years of experience providing PR-driven marketing within the B2B tech space, we understand just how essential influencer marketing can be. As an integrated agency that combines public relations, industry analyst relations and marketing services, we help some of the world’s most ambitious B2B tech organisations improve their industry reputation, drive customer acquisition, and increase their market share. We’re a multi-award-winning agency, including being named PRovoke EMEA Technology Consultancy of the Year 2023-2024.
Influencer marketing knowledge & expertise
The goal of an influencer marketing strategy is to increase awareness of your brand among your industry’s influencer community, to encourage them to amplify your marketing messages. It’s the establishing and solidifying of a two-way, mutually beneficial relationship between your company and an influential individual. Crucially, it’s a trusted relationship that’s made to be built upon, and involves far more than just contacting someone with a large YouTube following and asking to be talked about.
Influencer marketing is an intrinsic part of classic PR, and has been for years. It involves identifying the most suitable influencers, who operate within the right niches, and creating content that they value and are likely to use, so it can be put in front of them at the right time, boosting your brand. Increasingly, in the B2B technology space, influencer marketing is a paid endeavour – and that’s fine. ‘Non-traditional’ influencers have put in years of work to build their platform, there’s a value-exchange that takes place between them and the brands they support and, well, influencers need to eat too.
Our influencer marketing approach
We see influencer marketing as an essential component of contemporary communications – in the right setting. We’re experts at identifying the right people and crafting the right content that they’re likely to engage with to propel your brand and message forward. We can help you explore and develop commercial models that deliver mutual success. So much so that we’ve even put together a whole publication about our approach. In Successful Influencer Marketing, we explore how influencer marketing is, fundamentally, a more commercially-focused form of public relations.
Our approach involves being realistic about what kind of relationship you’re likely to establish, and thoroughly doing our homework about the influencers you’re looking to approach prior to contacting them. By respecting their time and audience, you can begin to build a mutually-beneficial partnership that captures the attention of a much wider audience than either of you could reach alone.
Why choose CCGroup?
Connect Communication & Growth
At CCGroup we’re all about Connection, Communication and Growth.
At CCGroup we’re all about Connection, Communication and Growth. Through people-centric best-in-class PR-led marketing, we drive the future success of B2B technology brands. We have unparalleled industry expertise across mobile & telecoms, fintech, cybersecurity and enterprise technology. Our 30+ year PR heritage means we’ve been there for some of these sectors’ biggest developments, telling their stories as they’ve grown and evolved among the ever-changing business landscape.
Our journey so far has equipped us with the foresight to predict future technology trends, ready for whatever the fast-paced world of technology throws at us. And our integrated, channel-agnostic, audience-centric approach allows us to tailor our services to the needs of our clients, no matter their size or scale of their project. All of our ideas are creative, structured and effective, from traditional PR, to media relations, to content creation and marketing services.
Influencer marketing case studies
Awards
2023-24
PRovoke Media - EMEA Technology Consultancy of the Year
2023, 2022, 2021 & 2020
PRmoment - Technology Agency of the Year
2023, 2022 & 2020
PRmoment - B2B Agency of the Year
Influencer marketing explained
What is B2B influencer marketing?
While most executives are familiar with the idea of forging relationships with notable voices in the media and analyst community, some are still new to the concept of a collaboration between brands and popular social media voices. Influencer marketing is the process of establishing a collaborative relationship between your company and an influential individual or individuals within your sector. This might be someone with a large YouTube following who reviews relevant products, or someone with a powerful social media presence specialising in your industry. Influencer marketing has slowly become a part of core PR, and is now an essential marketing tool in some sectors.
1 — 3What role does influencer marketing play in wider marketing campaigns?
Influencer marketing has evolved substantially over the last few years. While some are still getting used to the idea of establishing a working relationship with a single individual rather than someone who represents traditional media, influencers are here to stay, and can drive significant awareness and interest in your company, products and services. The creation of any marketing campaign should consider whether influencer marketing should be a core part of wider strategies and should almost always be backed by budget to support collaborations. In return, you build awareness and credibility with hard-to-reach audiences.
2 — 3What are the challenges to running a successful influencer marketing campaign?
The biggest difficulty related to influencer marketing is the process of finding the right influencers to suit your needs. It can be difficult to find someone who aligns properly with both your brand and the message you’re trying to put out into the world. This is why our publication Successful Influencer Marketing states that the first thing you should be doing when thinking about approaching influencers is to be realistic about your goals, and to thoroughly do your homework about who it is you want to approach and for what reasons, thinking carefully about what you can offer them, not only what they can do for you. But the right approach to influencer marketing will offer you a range of compelling benefits, from increased brand visibility in your market, to appealing to a whole swathe of potential customers who you might never have reached through other marketing efforts. Ultimately, people listen to people, and influencers can lend your brand a sense of trust that is hard to attain otherwise.
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To find out more about the influencer marketing agency services we can provide, or if you’re looking for a B2B tech specialist marketing agency to work with you or for you, we’d love to hear from you.