Posted by BBN Central on 28th Sep 2023
BBN adds new Iberian agency to its partnership
The addition of communications consultancy solidifies BBN's presence in the Iberian Market. We announce this week that BBN has addedREAD MORE
Posted by Ales Rihacek - BBN Czech Republic on 25th Apr 2016
Nowadays, much more of our reputation is affected by what is said about us! In business, this means that 80-90 per cent of customers decide on their purchase before they are actively addressed. They search for information themselves and, above all, they allow themselves to be influenced by the opinions and experiences, which circulate about you, your brand, product, and service.
Much of the good reputation of a company or brand can be built from within, for instance by quality and correct information on the website; by building the right content and communicating it effectively; by the active utilisation of discussions with fans on social networks; and by regularly contributing to the company blog, even when it is necessary to provoke discussion for required topics and respond adequately to the resulting feedback from the public. But people will always believe more in what others say about you than what you say about yourself.
The so-called Influencers can help you spread your interesting content and eventually enjoy the multiplier effect with your communication. They are usually influential experts in your field whose opinion is considered “at face value”. So, nowadays, we can even talk directly about Influencer Marketing.
If someone in your field is a frequently cited source to which journalists often turn to for opinion; if someone is active on social networks and has a large community of fans and followers in the field; if someone comments on current events in the field, has their own blog, and their articles are shared and used as a source for further discussions; if someone often comments on articles for professional (expert) servers and contributes to professional journals; if someone lectures frequently at professional conferences or otherwise influences the opinions of others, then that is probably the influencer with whom you should keep in touch and use to spread your content.
In fact, it’s more complicated. Not everyone who often likes to comment on any topic and is its promoter (advocate), is simultaneously also an influencer. Just because someone often writes or speaks about something does not mean that their opinion is considered by others to be followed. The size of the community to which the “expert” talks may also not be a decisive (determinative) guideline. You need an influencer who does not only address most of the people. You need an influencer, who affects the most “right” people.
In searching for the right influencer, it may help to be smart with a few online tools, such as:
Other tools include:
There are many other similar instruments. You can also set up a free Google Alerts for regular delivery of new articles and posts whenever someone mentions any of the keywords in your field. The author of this content may be your influencer.
Establishing communication with respected personalities in the field is perhaps more of a challenge than it is to find them. They must not have the feeling that they are being foisted upon “commercial” content or even that they are being pressured. You need to offer something that can enlighten and help them. Pique their interest. Here are a few tips:
The one who will most greatly affect your reputation may not be the recognised authority. The biggest influencers are your customers, and they do not keep their experiences to themselves. Use as many references as possible for the satisfied ones. Thank those disgruntled ones for their feedback and relay that you will continue to work on improvements because of them.
Posted by BBN Central on 24th Sep 2023
Sales and marketing noise surrounds us. Daily, we scroll through countless pieces of content, and every click or swipe presentsREAD MORE
Posted by BBN Central on 19th Sep 2023
The addition of specialist B2B agencies in South America strengthens BBN’s global footprint to further address the marketing needs ofREAD MORE
Posted by BBN Central on 15th Aug 2023
To end our series of posts on global marketing, we round up the key strategies to provide maximum impact onREAD MORE