In the world of marketing, working with influencers has become a hot topic for brands looking to expand their reach and engage with their target audience. The challenge lies in finding the right influencers, managing those relationships, and scaling influencer programs effectively.
According to the 2023 B2B Influencer Marketing Report, 53% of respondents identified identifying, qualifying, and engaging with the ideal influencers as the most significant challenge in their influencer marketing program.
To address these challenges, marketers are turning to advanced tools, such as artificial intelligence (AI), for influencer identification and selection. In fact, 42% of marketers surveyed are already using AI for these purposes.
Influencer Marketing Tools for Success
Whether you’re a B2B or B2C marketer, leveraging the right tools can make a significant difference in your influencer marketing efforts. Here are three key areas where technology can help scale your influencer programs:
1 – Identification, qualification, and recruiting
Tools designed for influencer identification can help you find the right influencers based on social data and other sources. These tools can also help validate influencers and streamline the recruiting process by providing relevant and personalized information.
2 – Monitoring and engagement
Once you’ve engaged with influencers, monitoring their social media activity and staying engaged between campaigns is essential. Tools can help you keep track of their online presence and identify opportunities for continued engagement.
3 – Measurement and reporting
Measuring the impact of influencer marketing efforts is crucial for evaluating success. Tools that allow you to track shared URLs, measure reach and engagement, and assess conversion rates provide valuable insights for reporting on influencer campaigns.
When it comes to influencer marketing platforms, there are various options available. Here, we’ve categorized them into two groups – specialty tools and unified influencer marketing platforms.
Specialty Tools
For B2B marketers, social listening and social media monitoring tools are invaluable for researching and engaging with influencers. Here are some top tools in this category:
Social media listening tools:
- Meltwater – Comprehensive social media listening tool with AI integration for advanced searches.
- Sprinklr – Enterprise-level tool powered by AI for comprehensive social media monitoring.
- Agorapulse – Monitoring tool for Instagram, Facebook, and more.
- Brand24 – Offers influencer score for key influencers.
- Brandwatch – AI-powered monitoring tool for finding the right influencer content.
- Talkwalker – Visual searches and monitoring of 30 social networks.
- Mention – Web and social media monitoring tool.
LinkedIn is also rolling out API access for select listening programs, making it easier for B2B marketers to track activity on the platform.
Influencer Marketing Measurement:
In addition to tracking tools, there are specialized platforms that offer end-to-end solutions for influencer marketing. Here are four platforms we recommend for B2B marketers:
- Meltwater Klear – Comprehensive platform for influencer campaigns with AI-powered search technology.
- Traackr – All-in-one platform for influencer discovery, engagement, and reporting.
- Onalytica – Unique platform offering influencer recommendations based on content analysis.
- Tagger by Sprout Social – Comprehensive tool for influencer strategy, discovery, and reporting.
Harnessing the Power of AI
AI tools like ChatGPT can assist in influencer research, ranking, and profile evaluation. Many influencer platforms are now integrating AI capabilities to streamline the influencer selection process.
When choosing the right tools for your influencer marketing efforts, consider the AI capabilities and features that align with your goals. And if you need expert assistance, the team at TopRank Marketing is here to help.
About the author
Debbie Friez is the agency’s Associate Director of Social and Influencer Marketing. With over 9 years at TopRank Marketing and a background in public relations and business development, she leads our social media and influencer marketing teams. Debbie works closely with our network of B2B influencers, providing program management and consultation for top B2B tech brands. She is also known for her insider knowledge of the best restaurants and events in Minneapolis.