Working with Technology Influencers in China and Indonesia
In the latest blog from our Working With series, Simon Vericel, founder of Influencer Matters, which supports tech companies in China and Indonesia, shares five valuable tips for influencing influencers, creating influencer touch points, and focusing on the “Golden Circle” of influencers.
Pro-Tip 1: Define Target Audiences
Tech companies trying to target the China market are likely to have no more than, say, 1,000 or 2,000 potential clients. It could even be as few as 50 or 100 companies.
As a PR and communications team, we don’t need to launch blanket PR programs that flood the Chinese internet with press coverage to generate broad awareness. This approach doesn’t make sense when the target is a maximum of 2,000 companies.
Instead, we create tailored communications using the full range of Paid, Earned, Shared, and Owned (PESO) media to reach the most influential people – not just journalists – who are likely to impact your target audience. In other words, we are influencing the influencers.
The improved awareness we generate within this hyper-targeted audience enables your sales team to sell more effectively. We create the conditions and platforms that empower sales teams to do what they do best.
Pro-Tip 2: Understand Buyers and Internal Decision Makers
The first step to influencing the influencers is to create a list of target organisations and identify the key people within them – the buyers and internal decision-makers.
It might be the CEO, but it could also be a marketing manager, engineer, or even the office administrator.
Ask yourself: who are the key individuals standing between you and a sale?
Pro-Tip 3: Plan for Touch points
The second step is to understand your “Golden Circle” of influence. Who are the most important people likely to influence prospective customers’ technology purchasing decisions? Who will influence your list of buyers and decision-makers?
This Golden Circle could include journalists, but it might also feature industry analysts like IDC or Gartner, government officials, trade association leaders, or even university professors.
These individuals sit in the “Golden Circle of Influence,” and it’s crucial to build hyper-targeted campaigns to reach them.
Pro-Tip 4: Strategise Touch points
It’s essential to take a strategic approach to influencing the influencers by focusing on building “touchpoints.”
Once you’ve identified the key influencers, you need to plan how to interact with them. What will your touchpoints be?
You could encourage a journalist to write about your company or try to share a speaking panel with the relevant business unit leader at one of your target companies.
The options are limitless but other common touch points might include:
- Inviting influencers to trade events
- Co-creating engaging social media content
- Sponsoring their channels
- Buying advertising and contributing content
Pro-Tip 5: Track the Data
Never forget to track your touch points.
You might say to the sales team: “We know that this stakeholder in that company—the decision-maker—is subscribed to this media outlet, follows this influencer, and engages with this channel. We’re present in all of those spaces, so there’s a good chance they’ve seen our company.
Next month, this decision-maker is speaking at a conference, and we’ve secured a speaking slot to speak at the same event. We’ve even tracked this influential semiconductor research professor who’s published widely in the press.”
By tracking these touch points, you create measurable data.
In today’s competitive tech landscape, influencing the influencers is not just a strategy—it’s a necessity. By defining target audiences, understanding key decision-makers, and strategically building touch points with those who hold influence, companies can significantly enhance their visibility and impact. Mapping out your “Golden Circle” of influencers and tracking your engagement with them through tailored communication efforts ensures that your PR efforts translate into real business results.
By taking a focused, data-driven approach to influencer relations, tech companies can not only raise awareness but also provide their sales teams with the platform they need to succeed.
Influencer Matters specialises in helping tech companies navigate this process and create meaningful connections that drive growth. Through strategic influencer engagement, your business can foster lasting relationships that ultimately lead to more effective sales and stronger market positioning.
You can learn more about Influence Matters in our 3-minute Coffee With interview. Alternatively, if you need help working with influencers, please do get in touch and signup to our newsletter.
