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Always-On Influencer Marketing: What Is It and How Does It Work?
By Nick Nelson One of the most clear takeaways from our research for the 2025 B2B Influencer Marketing Report was that using an always-on strategy is a core success factor in B2B influencer marketing. A stunning 99% of marketers who use this approach rate their influencer program as effective.
Naturally, this raises a question: What does it mean for your B2B influencer program to be “always on”? How, specifically, can marketers incorporate the traits of always-on influencer marketing that have helped top performers differentiate themselves?
Read on to learn more about what always-on influence is and how to leverage it.
What is always-on influencer marketing?
In the Influencer Marketing Report, we define always-on influencer marketing as “an integrated, continual strategy where influencer content is an essential part of your overall marketing strategy. In this approach, brands typically maintain long-term relationships
with the same influencers, producing content beyond just individual campaigns.”
Always-on influencer marketing is about applying a big-picture view to your program, and giving its various elements the opportunity to grow cohesively.
Benefits of always-on influencer marketing:
Stronger influencer relationships. Trust and rapport are fortified with influencers through repeated engagements with your brand, creating quality experiences for both parties while also progressively leading to better content and genuine advocacy.
Increased brand trust and credibility. Working with the same influencers over time, as opposed to a one-off engagement, makes the partnership seem less transactional and more authentic to your audience, reinforcing the credibility factor.
Powerful community-building. The consistency and familiarity developed through ongoing brand/influencer partnerships can help cultivate an audience of loyal followers and collaborators, while also encouraging peer-to-peer conversations.
Cost efficiency. While building a robust always-on influencer program requires groundwork and investment up-front, these efforts pay long-term dividends. Brands can channel momentum from one campaign to the next and reduce future influencer research, identification and outreach costs by working with the same partners.
Competitive advantage. By continually working with respected voices in your industry, you distinguish your brand and its reputation from other companies that don’t.
3 keys to an always-on influencer marketing strategy
We’ll keep it simple and straightforward. There are three fundamental elements that make always-on influence effective: long-term relationship building, deep integration with your broader strategy, and a discipline around continuous optimization. Let’s explore how you can put these into practice.
1. Long-term relationship building
B2B sales cycles are long, and at any given time, most of your audience isn’t even actively in the market for what you’re selling. This speaks to the immense value of a strategic focus on brand-building in B2B marketing; always-on approaches are founded on similar principles.
By building long-term relationships with influencer partners, you are not only creating a salient connection in the minds of your audience — reinforced through consistency and continuity — but the influencer’s knowledge of your brand, your people and your solutions improves. This leads to more authentic and impactful content and interactions.
Here are some B2B influencer relationship-building tips:
Identify the right partners. Finding well-aligned matches from the start will greatly increase the odds of a successful long-term relationship.
Involve them early and often. Help them feel like an integral …read more
Source:: Top Rank Blog
