Influencer marketing is ruling throughout various platforms and are helping brands to get a broader range of awareness and reach out to the consumers out there. Starting from sponsored posts to giveaways, everything is working like BOMB!
But the actual question is can similar techniques be used for B2B companies? It’s both yes and no
Unlike following the typical B2C methods, there’s a lotta of ways where we can effectively leverage influencer marketing campaigns. Some of the things you should definitely know if you’re starting out campaigns are:-
Find the ‘Right Influencer’ for your brand
This goes same to any brand trying to scale their business using influencer marketing campaigns. Most of the companies will be very tempted to approach influencers having 800k or 1M followers in a blind belief it’d fetch traction with one or two campaigns. But that’s not true. There are many criteria in which Influencers should have, that proves they’re reliable and their page is authentic. The most notable criteria are:-
- Reach on social media
- Audience engagement rates
- History of brand collaborations
- Presence on digital channels other than social media
- Top-performing content
- Profiles your clients follow
Build a genuine relationships
Most of the B2B influencers have a strong following base because they present themselves as the thought leader in their particular niche and frequently express their thoughts and opinions, which enlightens the follower’s vision. So, it’s mandatory to know your influencer not only from a business perspective but also personally keeping in touch with them. The stronger understanding between brand and influencer, better the promotion of brand. This relation will make the audience to recognise your company page not only as a brand, but also as an industry expert too!
Don’t forget to be fun and quirky sometimes
B2B doesn’t necessarily mean “Blank-to-Boring”, it’s sometimes necessary to let the influencers come up with their unique and heavy dose of interesting ideas. Afterall they know their fan base more than anyone. These kind of post makes people comment and want to share opinions and hence proving to be very engaging and interactive.
Have a definite goals and target
You can’t execute a marketing campaign without knowing why you’re doing it. In other words, you need to establish well-defined goals for your campaign. Are you looking to reach more paying customers? Or do you just want to strengthen your reputation and authority in the industry? Or do you want to drive more registrations for an upcoming event? Take one step at a time and achieve it!
Prepare for the long campaigns
In general, B2B purchasing decisions are much larger than consumer purchasing decisions. The choice to buy new software or office equipment requires more research, a larger budget, and, in many cases, inclusion of multiple decision-makers than, say, a new television or pair of shoes. B2C influencer programs might return results in a month or less. For larger B2B purchases, you may not see results for up to six months. Maintaining your course is crucial, as giving up before results roll in could erase any traction you’ve gained, making the entire campaign useless.
Influencer marketing can be instrumental in building your brand and establishing it as an industry authority. Also, it’s an excellent way to break into new marketers. But you should remember that B2B influencer marketing requires a more concrete and calculated approach than its B2C counterpart. The most crucial step is to find influencers whose audience will immediately relate to your brand. Reach out to us to get well-tailored personalized plans to be executed for your campaigns. Also, for matching up with the right Influencer that will show your brand in the spotlight!