B2B brands around the world are embracing influencer marketing as one of the fastest, most profitable, yet still impactful marketing strategies.
Although influencer marketing was once considered a B2C game, B2B brands can also increase brand awareness and increase revenue growth by running influencer marketing campaigns. In fact, 92% of consumers trust influencer marketing over traditional advertising, according to the Nielsen Consumer Confidence Index.
Therefore. How can B2B marketers partner with influencers to dramatically boost their brand’s credibility and authority in the eyes of the buyer?
This article provides five guidelines for planning a B2B influencer marketing campaign.
1. Understand how B2B brands can benefit from influencer marketing
Partnering with experts who have social influence in a particular market sector gives brands instant credibility, simply by association. Such partnerships also mean that B2B brands are exposed to the influencer network, opening up new connection possibilities that can translate into business development opportunities.
Additionally, influencers often have a strong media presence and public profile, and they mention brand partners in media interviews, contributing articles, and speaking engagements. This can have a huge impact on building a brand’s profile, whether in B2B or B2C.
2. Identify the right influencer for your brand (integrity matters)
As the number of influencers continues to grow, transparency is vital. To identify the right match for your brand, you need to verify the authenticity and effectiveness of any influencers you are considering. Fortunately, the technology allows for advanced influencer discovery, audience insight, and quality checks.
Before you begin, clearly define your brand’s values, personality, audience, and campaign goals. The optimal influencer should be able to educate your target audience about your business and market opportunities, while building credibility, building trust, and building brand awareness.
Examine and analyze important metrics, especially the influencer engagement rate, like the number of likes and comments, and compare them with the number of followers of the influencer. Also check how fast the influencer is gaining new followers. A common warning sign of suspicious activity is a sudden spike or drop in subscribers. Abnormal growths or negative trends are indicators that an audience has been gained (or lost) through unnatural methods.
The authenticity of comments on an influencer posts is also a telltale sign of their methods, including suspicious behavior. Using generic words like “awesome” or posting a single emoji multiple times is spam-like behavior. These are also signals that an influencer is part of an “Instagram pod” – working with other influencers to post comments in a network and artificially increase their number of engagements.
3. Choose the platform that will drive the most engagement with your target audience
Determining which platform will work best for your brand is a big decision. First of all, you need to understand the characteristics of each platform, such as its primary audience and features, and then match those up with any influencer research you’ve already done.
While they may not seem like the obvious choice, consumer-dominated platforms should not be ruled out. Instagram, for example, is a great channel to promote your company’s culture, useful for recruiting employees, boosting employee morale, and encouraging real-time interactions.
Companies are even starting to embrace TikTok as a powerful tool for showing humor and building engagement. Even if your target audience is not (yet) extremely active on TikTok, you can amplify those assets on your other social media channels and on your website or blog.
4. Take note of the competition to build your own B2B influencer strategy
Almost a third of marketers (31%) are ignoring influencers their competitors are working, while almost half (45%) do not know the audience their competitors are targeting through influencer marketing. Despite this, 87% of marketers find it helpful to get a list of Instagram posts with mentions of their competition.
Before your brand starts its own B2B influencer marketing strategy, you need to start evaluate your competitors. Find out which social media influencers they use to promote their brands. Knowing how your brand compares to the competition is the first step to gaining an edge over them.
Teams should also assess the performance of competitor’s influencer marketing campaigns by analyzing criteria such as engagement rate, audience quality, influencer quality, cost per engagement, and reach.
5. Know how to measure the ROI of your B2B influencer marketing campaign
Tracking and measuring the success of an influencer marketing campaign is essential in determining its effectiveness and return on investment (ROI). Without specific metrics to compare your relevant successes, it’s impossible to gauge whether the influencer and resulting ROI match your campaign goals.
The insights gathered from evaluating the five metrics mentioned above (engagement rate, audience quality, influencer quality, cost per engagement, and reach) can help you refine or refine your own. strategy. Use the same metrics you used when analyzing your competition.
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B2B businesses can, without a doubt, benefit tremendously from the use of influencer marketing. From increasing the number of visitors to your website and the number of engagements on social media platforms to building trust, awareness, thought leadership and authority, influencer marketing is a proven and effective strategy to gain ground on the avenues of B2B marketing.