Everything you need to know about B2B influencer marketing

It’s no wonder B2B influencer marketing campaigns are becoming more common— they are economically profitable compared to paid advertising. Regardless of size, most companies are witnessing the first-hand benefits of integrating an influencer into their marketing strategies.

Popular opinion matters. Recommendations made by influencers— known for their beauty, their fame or their expertise on a certain topic— generate trust. And brands know it. That’s why influencers have become fundamental pieces in digital marketing strategies.

The boom has been so big, that according to estimates made by Business Insider Intelligence,  — based on data from Mediakix— by 2022 brands are expected to spend about $15 billion on influencer marketing. This is an important insight for the B2B sector, which has been incorporating this practice into its strategies for some time.

A good example is Microsoft— which carried out an influencer campaign that received more than 3.5 million likes and had a reach of almost 91 million in one day. Also worth noting is Landis + Gyr and its pilot program encouraging employees to promote the brand on social media. Throughout the campaign, 1,500 people participated, content was shared 1,800 times and it generated almost $10,800 in advertising.

2021 represents a significant opportunity for B2B marketers to connect with recognized voices in their industry in order to build trust. This allows companies to strengthen brand awareness, create meaningful content, reach more audiences and make connections within the industry.

Estimates made by @BusinessInsiderIntelligence based on data from @Mediakix say that by 2022 brands are projected to spend about $ 15 billion on influencer marketing.

6 takeaways for successful influencer marketing:

1. Set clear, measurable campaign goals and timelines.
2. Select the appropriate channels to make the most out of your investment.
3. Pick an influencer— it can be a client, a fan of the brand, a partner, or even an employee. Choose strategically. As an agency that specializes in Digital Marketing, we can help.
4. Be patient. Unlike B2C companies, B2B purchase decisions take time.
5. Focus on collaboration. This allows influencers to put their best ideas forward and generate engaging content, promote events, attract potential clients, motivate the sales team and more.
6. Have fun! Creativity isn’t exclusively for B2C companies or brands of mass consumption— B2B campaigns can be innovative too.

 

To sum it all up, B2B influencer marketing can be a big help to your brand— don’t be afraid to take a page from B2C campaigns for inspiration. If you have any questions you can contact us. We are here to guide you and help you. Let us know!