If you’re reading this, you already know that influencer marketing is one of the most effective ways to reach consumers. If you work for a consumer brand, influencer marketing should be integrated into everything you do, from large brand activations to the day-to-day drumbeat of content marketing.
Why this matters:
It matters because it’s important to understand the origins of influencer marketing, examples of B2C brands effectively working with influencers and the tools you need to be successful.
It’s also important to keep up with the trends using more up-to-date terminology. Most sophisticated marketers have started to use the term creator instead of influencers. I am still getting used to it.
B2C influencer marketing involves working with social media influencers and content creators to promote your brand, product, or service. It is just one component of the PESO model public relations, so it’s smart to consider integrating your programs across all media channels.
What Does Influencer Marketing for B2B B2C Mean?
Business-to-consumer (B2C) marketing is the practice of marketing products and services to consumers. People like you and me. The term “consumer” refers to the person who will use the product or service. Some examples of B2C companies are Coca-Cola, Nike, and Apple. They sell their products, and people buy them. It’s that simple.
Look at the Forbes Top Creators 2022 list to better understand what I am talking about.
B2B companies are different. They sell their products and services to other companies rather than people. An example of a B2B company is Intel, which sells microprocessors to other companies so they can build additional products.
Influencer marketing for B2C brands has been around for years. There used to be a thing called infomercials. Do you remember Chuck Norris and the Total Gym? I bought one years ago after watching one of them. I used it too.
The media is obsessed with influencer marketing B2C for consumer brands. They can’t talk enough about TikTok, Snapchat, and the current innovations with Instagram and YouTube stories. It usually involves fancy models, abs, beautiful photography on private jets, a swimming pool, and mansions.
Here’s an example of what I am talking about–beautiful people.
The great thing about influencer marketing B2C is that if you have a budget and a plan, you can launch and deploy an influencer marketing campaign in no time. Part of the process would be identifying the most impactful influencers to partner with, determining the KPIs and how you want to measure the program’s success, and then documenting the program’s mechanics. In other words, what are the influencers going to talk about? What platforms will they use? How do you want the photos posted? Which hashtags will you be using? And how much are you going to pay them?
You will then have to determine the longevity of your program. For example, is it for a campaign? Or will it a program last for an entire quarter or year? These details need to be sorted out before any consumer influencer program launches.
Why Is Influencer Marketing Important for B2C Brands?
Influencer marketing is crucial for B2C brands. First, it allows you to reach a large audience with your message. When you work with an influencer, you are essentially leveraging their audience. This can help you reach more people than you could do by yourself.
Second, influencer marketing can help you build trust with your audience. When someone sees their favorite influencer talking favorably about your brand, they are more likely to trust what they say. This is because their community already trusts the influencer.
Third, influencer marketing can help you create more relevant content. When an influencer creates content highlighting your product or service, followers share, comment, or link to it. It’s a fact. This can help you reach an even larger audience and increase the shelf life of your content.
Fourth, influencer marketing can help you boost your search engine optimization (SEO). When an influencer links to your website, it can help you improve your organic search results. This is because Google and other search engines consider links a vote of confidence. Therefore, the more links you have, the higher you rank in the search results.
Finally, influencer marketing can help you generate leads and sales. When an influencer promotes your product or service, followers are likelier to buy it.
How to Do B2C Influencer Marketing
First, you need to identify your audience. What consumer groups are you trying to reach? What are their unique interests and characteristics? Once you understand your target audience, you can look for influencers who align with your brand values. Choosing influencers with a large and engaged following and a good reputation is essential. Let me reemphasize a good reputation.
It’s also important to consider that large audiences do not always translate into program success. There will be times when you have influencers with smaller audiences that perform much better.
Once you have found a few potential influencers, contact them and see if they are interested in working with you. If so, discuss what kind of content they would be willing to create and what compensation they would expect. Be sure to set clear expectations and boundaries from the outset. For example, you may want to specify that the influencer must disclose any material connection they have to your brand.
Following these basic principles, you can set up a successful B2C influencer marketing campaign to help you reach more consumers and achieve your business goals.
What Tools Are Available for Influencer Marketing for B2C Companies?
Several tools are available to help you with influencer marketing for B2C companies. One of the leading tools is Tagger Media. See below for an example influencer profile.
Mostly, they all do the same thing: help you find influencers, contact them, and track your results. However, each tool has unique features, so check out a few before deciding which is right. Here’s a more thorough breakdown of influencer marketing software.
Influencer marketing is a great way to reach more consumers and achieve your business goals. It can help you build trust, generate leads, and improve your SEO when done correctly. Use the tips and tools above to set up a successful campaign.
If you work in B2B marketing, you’ll want to check out this B2B influencer marketing guide.