In today’s fast-moving business world, building trust is super important for B2B companies to succeed· Traditional marketing is changing, and there’s a new way called B2B influencer marketing· Usually, influencers are linked with B2C brands, but they can be great for B2B too· This blog explores B2B influencer marketing, why it’s awesome, and how it helps businesses look more trustworthy and successful·
What is B2B influencer marketing?
B2B influencer marketing means a business works with online content creators to promote its products or services to other businesses· Big names like Salesforce, HubSpot, and Okta have used this strategy successfully·
We usually hear about influencer marketing in the B2C world, where social media creators promote products· B2B influencer marketing is similar, but it targets business buyers and decision-makers· This means working with creators who have industry knowledge and influence with key stakeholders·
Common B2B influencers include:
- Executives
- Entrepreneurs
- Speakers
- Thought leaders
- Authors
- Podcasters
Benefits of B2B Influencer Marketing
1. Building Trust and Credibility
Trust is vital in B2B partnerships· Influencers, being industry experts, bring credibility that boosts a brand’s reputation· Their endorsement acts as a stamp of approval, fostering trust with potential clients·
2. Reaching the Right Audience
Influencers have dedicated followers in specific niches· B2B brands can team up with influencers whose audiences match their target demographics· This precise targeting ensures marketing efforts reach decision-makers, yielding high-quality leads·
3. Humanizing the Brand
B2B marketing can feel distant· Influencers add a personal touch by representing the brand· Their engagement helps potential clients connect with the brand’s values and mission on a more human level·
Read also: Everything You Need to Know About Targeted Lead Generation
4. Creating Engaging Content
Influencers are skilled at crafting compelling content· Partnering with them provides B2B brands access to top-notch content that resonates with their audience· This not only saves resources but also effectively communicates the brand’s message·
5. Expanding Reach and Visibility
Influencers have extensive online reach· When they share content about a B2B brand, it reaches a broader audience, increasing visibility and opportunities for growth·
6. Boosting SEO and Authority
Influencers’ mentions and backlinks enhance a brand’s search engine rankings and online authority· Such endorsements add credibility, both to search engines and potential clients·
7. Driving Lead Generation
Influencer marketing grabs the attention of decision-makers in other companies· A successful campaign can lead to partnerships and networking opportunities, driving lead generation and propelling the brand forward·
8. Staying Ahead in Trends
Influencers are trendsetters in their industries· Engaging with them allows B2B brands to stay informed about the latest trends, innovations, and market shifts, enabling them to adapt their strategies accordingly·
Is B2B Influencer Marketing a Good Fit for Your Brand?
If your company sells things to other businesses, trying out B2B influencer marketing might help· Here are some things to think about:
More Interest in B2B Influencer Marketing:
Influencers are known for talking about products on platforms like Instagram and TikTok. They show off new stuff, talking about how it helps them. You probably follow some of these influencers and know how their recommendations can make you interested in buying. Even though B2B influencer marketing isn’t as common as in B2C (business to consumer) marketing, it’s getting more attention from B2B companies·
A recent study found that about 26% of B2B marketers are thinking of trying influencer marketing for the first time in 2022. Another 17% think it could help their business grow·
Research shows that influencer marketing can give 11 times more return on investment (ROI) compared to many other digital marketing methods. B2B companies are starting to see how useful it can be and are thinking about using it more·
Focusing on Brand Awareness in B2B Marketing:
While influencer marketing can help with different goals in B2B marketing, the main focus is often on making people aware of the brand·
Here are the top five things that B2B companies achieve through influencer marketing:
- Making people aware of the brand: 91%
- Getting people interested and generating leads: 85%
- Building trust: 81%
- Teaching people about the brand: 79%
- Nurturing leads: 68%
Implementing an Influencer Marketing Program for Your B2B Organization
1. Define Your Objectives
What do you want to achieve with your B2B influencer marketing campaign? You can use it to make more people know about your brand and get leads for your sales team· Or you can use it to make people trust your brand more and show that you’re important in your industry·
The goals you decide at the start of your campaign will decide how you do your campaign, and where you do it. And which creators you work with to tell your message to your audience. This step is super important, so take your time planning it out·
Read also: The Role of SEO in B2B Lead Generation
2. Identify Your Areas of Focus
Now that you’ve decided your goals, it’s time to pick which platforms to focus on· We’ve talked about how LinkedIn is good for reaching professionals, including decision-makers· But there are other options too·
Short videos are very popular for B2C influencer marketing, and B2B brands can use them too· Platforms like TikTok, Instagram Reels, and YouTube Shorts are great for getting experts from any field to make interesting and helpful videos· These videos can tell your brand’s story and get you more leads·
Just like in B2C influencer marketing, it’s a good idea for B2B brands to use different platforms instead of just one· But which ones you choose will depend on the creators you want to work with·
3. Find B2B Industry Leaders
Looking at your list of current customers is a great way to find B2B influencer marketing creators for promoting your brand· It’s likely that companies using your product or service have someone in their executive team or organization who’s active on social media· You can reach out to them and see if they’re interested in collaborating·
If you’ve already contacted your current customers and haven’t found anyone suitable. You can try reaching out to relevant creators and thought leaders in your industry. But make sure to offer them a free trial of your product or service and provide plenty of information about your company if they’re not familiar with what you offer·
4. Share Campaign Outlines
Once a creator agrees to collaborate, it’s time to create a campaign brief· This brief should clearly outline what success looks like for the creator, but leave room for their creativity and authentic voice·
If the creator has suggestions or feedback about the brief, see it as a chance to work together and come up with messaging that fits both your brand and their style·
5. Track Content Effectiveness
There’s no “set and forget” approach with influencer marketing, including B2B influencer marketing· You need to track every piece of content the creators make to see what’s working and what’s not·
Keep your creators updated on which content is doing well. If something isn’t getting the results you want, talk to the creator about it and come up with a plan to improve performance together·
6. Optimize in Real-Time
Once you’ve figured out which B2B influencer marketing strategies work best, use that knowledge to make them even better·
For instance, if you see that content from creators with high-ranking titles connects with your audience. And think about getting more executives to promote your brand·
Pay attention to the kind of content your creators are putting out and see if any areas are missing. If your creators are good at making people aware of your brand. But if your audience needs more info about how your product works, consider teaming up with creators who specialize in tutorials and educational content·
7. Document and Recreate
It’s crucial to keep thorough reports of your influencer marketing program. This helps you show the results of your work and convince the executive team that it’s worth the time and resources·
You also need lots of data to adjust and improve your approach when needed. Once you’ve looked at the results, keep doing what worked!
