In this video, I share real examples of influencer research, data, and insights. This approach is more suitable for B2B marketers for a few reasons. First, consumer brands are typically using influencer marketing for campaigns. It’s finite. Campaigns are turned on and off based on what the program is aligned to (i.e., product launch, event, etc.)
Secondly, you have to consider the actual influencers themselves.
B2B influencers are thought leaders. Well, they should be. They are talking about new ideas, innovations, or their experience working in the enterprise. They publish long and short-form content. They are being interviewed on podcasts and in the media. Or maybe they have their own podcast with thousands of subscribers. They influence your buyers with their thought leadership, sometimes thought-provoking content with a long shelf-life. So you must understand this context and use it to find hidden narratives and topics driving their conversation. And then use those data insights to inform your messaging.
Most consumer influencers post visual content in videos, stories, and reels. They are entertaining, informative, or maybe they’re reviewing a product. Most B2C influencer marketing engagements are short-term and end after a campaign. While research and analytics are also necessary, it’s more about their personal influence and performance metrics, like engagement rate.
The Role of Influencers in B2B
B2B influencers are pretty big these days. They’re experts in their industry with a massive following on social media and other platforms. And partnering up with them can be a game-changer for B2B companies looking to up their visibility and reach with potential customers.
One of the coolest things about working with B2B influencers is their ability to help you tap into new markets and audiences. They’ve got the followers, and by partnering with an influencer with a loyal fan base, your brand can get some serious attention. Plus, when influencers endorse your brand, it adds credibility and trust with potential customers.
And let’s not forget about the valuable content and insights B2B influencers can bring. Many of these folks are true experts in their field, with insider knowledge of industry trends, challenges, and opportunities. By partnering with B2B tech influencers like this, you can access their expertise and share it with your audience, positioning yourself as a legit thought leader.
But it’s not just about expertise – partnering with B2B influencers can also help you build real relationships with your audience. By working closely with an influencer, you can establish a personal connection with potential customers and build trust and loyalty. In industries where personal relationships are everything, this can be a total game-changer.