Influencer marketing is now widely embraced in both B2B and B2C markets, with more and more brands realising the benefits it can bring. From increasing brand awareness and reach to building credibility and driving sales, influencers hold a lot of power and they can really help take your business to the next level. There are a range of considerations that you should be aware of if you are looking to build powerful partnerships that benefit both you and the influencers you work with. When developing a strategy for influencer marketing for B2B organisations, there are a number of key aspects you should consider, some of which are outlined below.
When it comes to influencer marketing for B2B organisations, there can be a tendency to want to jump straight to those who have the most followers, however, your brand is more likely to find success if you select influencers based on their interests and values as opposed to the size of their following. Ultimately, you want to work with people who fit well with your brand and are passionate about what you do. For this reason, a lot of marketers say they prefer to work with micro-influencers as they feel they are more involved and committed to the partnership and have a genuine interest in what they are promoting.
Along with this - and it may sound surprising - micro-influencers often have higher engagement rates than their more well-known counterparts and are also considered to be more authentic and trustworthy by their followers.
To truly understand whether the influencer you are choosing to collaborate with is the right fit for your business, you must first take the time to research them. Along with uncovering more about the influencer themselves, your research will enable you to gain insight into their following and the influence they have over your target market. Moreover, researching influencers before contacting them demonstrates that you are keen to work with them and can provide you with a competitive edge that will encourage influencers to choose to work with your business over your competitors.
For influencer marketing for B2B organisations to be successful, there needs to be a clear communication plan in place. From taking the time to build those initial relationships to maintaining communication and managing expectations, you need to have a clear plan in place to ensure that your communications remain consistent throughout your partnership and that no misunderstandings occur. You may wish to set up a WhatsApp group chat to create a community for your influencers to connect with each other and enhance relationships, or perhaps even organise regular meetings to encourage interaction.
One thing you should always do is create a contract that both you and the influencer you are working with are agreed on. This should detail things such as agreed payment amounts and times and content delivery expectations (format and timeframes).
B2B influencers are industry experts who are trusted and respected within their niches. They have a wealth of knowledge and experience and consistently produce high-quality content which gets a lot of engagement. To get the most out of your partnership, you need to recognise the value of each of your influencers and respect their opinions and expertise. The most successful influencer marketing campaigns are those which involve the influencers from the brief to the execution, allowing them to express their views and concerns and offer their creative input.
Once they have created your content - whether it’s a blog or LinkedIn post, a YouTube video or speech for a live event - you need to be capitalising on each piece and repurposing it for use across all of your digital channels.