Take a scroll through Snapchat and Instagram and I guarantee you will see someone with tons of followers and a level of expertise in a specific field promoting some product or service. That’s influencer marketing, a form of marketing that utilizes people with authority in a specific space to spread your brand’s message to a larger market. Instead of directly marketing to a person, influencers spread the word for your brand.
With the social media boom, influencer marketing has become a key tenet in marketing strategies - especially B2C. Also, brand marketers are looking for safer and more viable marketing options with brand safety being jeopardized in today’s internet climate. While influencer marketing is highly concentrated in B2C strategies, that doesn’t mean that there isn’t a place for influencer marketing in B2B strategies. Keep the following tips in mind if you want to implement influencer marketing into your B2B marketing plans.
1. Create original content for influencers
While most B2B content marketers create marketing collateral that showcases their company’s product or service, you may want to consider producing different content for your influencer. If you’re a company that sells industrial kitchen appliances, your target audience is going to be those in the food industry and your influencer is probably going to be someone of authority in the food industry. Therefore, your content should reflect your influencer’s experience with kitchen appliances. Consider generating content that doesn’t simply have your influencer endorse your product or service, but instead allows them to sell it in a way that speaks to your target market’s experience.
2. Produce content with your influencer
In order to create marketing content, your influencer can get behind, think about co-creating content with them. Not only does it create a collaborative relationship with you and your influencer, but it may allow you to see a new way to position your product that’s beneficial to your target audience.
3. Choose the right influencer
It may be tempting to reach out to an influencer who is sort of in your space but has a bazillion followers and is a D-list digital celebrity. However, that may not be the best route for a B2B marketer to take when developing influencer marketing strategies. The most effective B2B influencers are usually low-key thought leaders that are semi-exclusive to your field. When deciding who to reach out to for influencer marketing, you’re going to want to set your sights on a trade-specific influencer who has a unique following that includes your target audience. These types of influencers can actually help you generate leads, which is what an ideal influencer marketer does.
4. Make sure you can benefit from an influencer
Influencer marketing can work for B2C and most B2B opportunities, but sometimes certain industries might not benefit as much from influencer marketing. If there is already some buzz surrounding your content topics, then you can easily use influencer marketing to build upon that noise. But, if your field isn’t as accessible yet, then influencer marketing may not be for you. It can be enticing to hop on the latest trend, but sometimes that trend may not work for you no matter how many tips and tricks you follow, resulting in a waste of time and efforts.
Marketing trends come and go, but people are always going to be more likely to purchase from someone they know and trust. Ultimately, influencer marketing allows brands to build that trust. Adopt an influencer marketing strategy and start building that trust today.