After Instagram’s influencer marketing campaign skyrocketed to $8 billion in revenue, the growth and awareness of influencer marketing are now not limited to consumer brands and B2C businesses anymore.
B2B brands are also recognizing the importance of influencers and collaborating with people with large fan followings. In reality, it makes sense too. Consumers believe more in the word of mouth than they do in marketing messages from brands themselves. Therefore, if B2B companies can get influencer experts to carry their marketing campaign, not only their costs will go down, but also more customers will come forward.
Since B2B marketing involves large business organizations and industries, their purchases require more decision making and thought-processing. Besides that, the average purchase sizes and quantity of products are usually higher than consumer purchases so B2B companies have to ensure everything before making the final transaction. This is the reason why they give more importance to referrals and word of mouth instead of digital marketing. To add up, from recent research, 90% of the overall B2B transactions in the US are driven specifically by the word of mouth.
While most B2B brands have introduced influencer marketing into their promotional campaigns, most of them are still new to this field. Even though they do consider engaging with influencers, they are not really sure where to start from. To help illustrate things, read on below to find out five ways in which influencer marketing is drawing B2B companies towards success.
1. INFLUENCER MARKETING WILL HELP EXPLORE MICRO AND NANO INFLUENCERS
As a business organization, you have to keep trying out new ways to get to your audience. If you want to reach the targeted B2B buyers, you have to be authentic and find people who have a genuine fan following. Through influencer marketing, you will not only explore influencers with thousands of followers but also come across people with micro and Nano followers (1K – 10K). Regardless of the small audience, they will go easier on your budget, keep your audience more engaged and be more loyal towards your success.
2. EMPHASIZE MORE ON EDUCATING YOUR CUSTOMERS
One of the key traits of success for B2B brands is educating their audience. Brands nowadays are aware that their customers want content along with complete information of the products, which provides value and education to them. This is why influencer marketing, unlike all other typical types where you have to use social media or pay for ads, lets you present your product in form of a story or experience by people who are good at it.
3. CAN CONNECT WITH YOUR AUDIENCE THE NATURAL WAY
It might come off as a surprise, but influencer marketing doesn’t require perfect Instagram shots, fake reviews or exaggerated stories anymore. Influencers will connect with your audience in a natural way that none of their stories will seem fake or staged. They can form a perfect balance between marketing your service and keeping it natural and authentic. This technique will attract B2B businesses since they look for promotional campaigns that are based on genuine reviews and word of mouths before they decide to purchase products.
4. STRENGTHEN YOUR RELATIONSHIP WITH OTHER INFLUENCERS
Just like business companies, B2B influencers also have a social circle where influencers from various genres meet, network and support each other. When you partner with one influencer, there is a high possibility that you will get to know others in his social circle. This will increase more of your contacts and B2B business reach.
5. BRING MORE CREATIVITY TO YOUR MARKETING CAMPAIGN
Most Influencers who use various digital platforms usually come up with creative ways to increase their followers. Similarly, when they promote your services, they tend to bring in innovative ideas to showcase your products in ways you wouldn’t have imagined. You can also partner with them for a boost of marketing ideas and to bring a heavy dose of creativity into your overall campaign. Creativity over time is great for attracting new B2B buyers and strengthening relationships with old ones.
B2B brands can make the most out of their marketing campaigns by implementing influencer-marketing strategies just like their B2C compatriots.