‍Launch a BtoB influencer marketing campaign on LinkedIn, it's a bit like making a recipe: you need good ingredients (from the market), a bit of patience and a lot of creativity.

Except that here, we replace flour and butter with BtoB influencers And a marketing strategy well oiled.

Here, you don't have to break eggs to succeed, just know where to start. But to create a effective influencer marketing campaign on LinkedIn, You have to follow the steps in the recipe!

Ready to become the heads of a Influencer campaign ? On your marks, ready, post!

The 5 steps of a campaign with influencers on LinkedIn

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1 - Writing a communication brief

Essential, the brief!

Why do an influencer marketing campaign on LinkedIn ?
I want to increase the notoriety of the brand, generate leads, or promote a specific offer?

Who to target? what professional profiles? What are my personas?

What budget should be invested in this new strategic communication tool?

How do you stand out in a competitive market?

Do my brand and my product have particularities and competitive advantages to rely on?

If you ask yourself all these questions, you are on the right track!

Before getting started, it is crucial to clarify the objectives of the campaign. Answering these questions is critical. The communication brief is a crucial step in preparing your campaign. This is when you need to analyze your own brand, your goals, your competitors, and precisely define your targets.

LinkedIn is a platform full of professionals, but there are different segments depending on the size of business, sector, or roles occupied.

Understanding who you want to reach will allow you to better target your messages. That's why every business should have a buyer persona.

But before that, what is a persona?

The persona is a fictional representation of your ideal customer. It is a profile that helps businesses better understand their customers in order to target their communications.

Before starting, you should also see what the competition is doing and has done, why, how,...

Once all this information has been filled in, the agency will know a little better why you want to use influencers.

But above all, she will be able to start thinking about the campaign.

2 - Definition of a communication concept and strategy

The second stage takes place at the agency side.

The idea here is to bring a fresh look at what is already being done in its theme.

In parallel with this research, it is also important to look at the way in which experts in this sector express themselves.

Does the target customer have specific expectations?

Is there a recurring question that could inspire the campaign?

Is there a news item to bounce back on to make product placement?

Based on this study, the team will work on developing a strategy with original and creative concepts who make the most of the agency (with insights, mechanics,...). The agency will propose a plan of engaging communication in connection with the visual identity, the types of formats, the frequency of brand communication,... With a proposal from a Retroplanning and a budget. In this way, we create the perfect strategic recommendation.

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3 - identify influencers

But identifying influencers is a very important point in campaign design.

You need to find the spokesperson who best fits the client's campaign goals. It is not a question of followers but of the quality of its community profiles, its editorial line,...

The talent manager will thus look for influencers who best meet the specific needs of the client and his audience. He will then send his proposals.

It is up to the customer to choose the concept and influencers, the creative idea that corresponds to him and the associated budget.

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4 - Launch of the campaign

After discussing this future partnership, The influencer, the agency and the client are going to arrive on the co-creation phase.

The influencer will concretely imagine what the campaign could give.

How will he be able to highlight the message of the partner company?

Several proposals will be made and several back and forth between the agency and the content creator will take place for collaboration.

In the BtoB influence marketing sector, it is important to work on the message to be transmitted during a partnership.

Content can take a variety of forms:

• Blog posts : Detailed analyses on a specific subject.
• LinkedIn posts and videos : Highlighting products/services or expert testimonies.
• Webinars : Online events co-hosted with influencers to deepen a subject

And lots of others..

The influencer will speak to an audience of professionals who are up to date with the latest news in the sector.

If his subscribers follow him, it is to learn more about their field of activity and to know the latest trends or his opinion on this or that product/service.

This is why the development of a BtoB campaign requires time, because the Linkedin influencer and the agency imagine a post that is both interesting, engaging, informative and current.

It is also during this stage that the administrative process will be thought out: the contract established between the brand, the agency and the influencer,...

This back-and-forth intensifies before the campaign is published, as the content proposal is sent to the advertiser for validation.

In this document, the agency shares with him the creation imagined by the influencer with the post in all its details:

• the text,
• the photo or video that will be attached,
• the imagined carousel if there is one,
• the tracked link that refers to a very specific page,
• hashtags to help bring the publication back to a specific target audience.

This document allows the advertiser to have a concrete idea of what their campaign is going to be.

During this stage, the company has the opportunity to make some important changes, but not to change its brief or change its objective.

The idea here is to reassure her by showing her what will be produced so that she is not surprised once in line with a detail that does not suit her.

Once everything is ok, the publication is planned and put online!

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5 - Campaign assessment and analysis

And the collaboration does not end when the publication is put online!

After this stage, arrive the analysis phase.

The agency discusses this partnership with the advertiser with numerical data.

It is crucial to follow the key performance indicators (KPIs) to assess the impact of your strategy. On LinkedIn, you can measure things like:

• The impressions : How many people saw your posts?
• The engagement rate : How many people interacted with the content?
• Generated leads : How many qualified contacts were created as a result of the engagement?
• Return on investment (ROI) : What is the real impact of the campaign on your sales or business goals?

This data will allow you to adjust your campaign in real time to maximize its performance.

It is even possible on LinkedIn to know the employees, the sectors of activity and the types of businesses that have been affected, the geographical area.

In this way, the agency shares what it appreciated and what it liked the least, but also more business information, namely whether it was relevant to target these people rather than others or its feelings about the campaign, the response of the audience in terms of com-services-values...

With these comments, the advertiser will not repeat the same mistakes and will be able to make even more impactful communications.

Launching an influencer marketing campaign Linkedin needs to be thought out, structured and thought out to have a real impact.

Not all LinkedIn influencers are made for all of your campaigns.

You have to know how to choose them well, but above all, to understand your objective well in order to reach the right target.

So creating a BtoB influencer marketing campaign is more difficult than you think... But we can summarize them in 5 big steps!

If you also want to get involved in the crazy adventure of Btob influencer marketing on LinkedIn

Don't let your competitors get a quarter of an hour ahead!

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