Influencer marketing is boosting bottom lines.
Social media’s rapid growth has increased its reach and influence in some industries. Influential figures and key players who have a sizable social media following in a particular industrial sector are collaborating with businesses to sell their products and produce engaging content.
As authorities in their field, B2B influencers have built credibility and established thought leadership. They consistently provide value to their followers by sharing relevant and insightful content. With this content, they can expertly shape the opinions and purchasing decisions of their audiences.
That’s why collaborating with an influencer may be advantageous to B2B organizations. The decision-making process for purchasing products or services often involves multiple stakeholders. By leveraging the influence of an industry expert, businesses can establish themselves as thought leaders in their industry, attract new business opportunities, and ultimately drive sales.
Mega influencers have massive followings. A product or post shared by an influencer of this size may potentially reach more than 1 million followers. For businesses that have the budget, mega influencers’ ability to reach a diverse audience makes them ideal for large-scale brand awareness campaigns. But buyers beware. Since their audiences are so broad, mega influencers’ engagement rates may not be as high as those with smaller, more niche followings.
Depending on the industry, influencers with considerably smaller followings can facilitate a more authentic connection between a business and its target audience. Macro (100,000 to 1 million followers), micro (1,000 to 100,000 followers) and nano (fewer than 10,000 followers) influencers can captivate an authentic niche and connect to passionate audiences with their creative content, relatable recommendations and genuine interactions.
While you’ll want to work with an influencer who has established a sizable following, choosing influencers solely based on follower count can be a miscalculation. A smaller, more engaged following that is more targeted to your customer type may result in higher return on investment (ROI).
Choose influencers who have an engaged audience that aligns with your target market, rather than just focusing on their audience size. Influence in B2B is based on real expertise, respect and third-party validation by peers, communities, publications, professional organizations and often, academic institutions. Many people who are influential in a B2B industry are focused mostly on doing the work they’re known for, rather than promoting themselves as influencers.
You might even have influence and expertise right under your nose. Internal influencers are those within an organization that just have “it”. It could be their level of expertise or unique ability to craft presentations that resonates with audiences. Leveraging the expertise of individuals from within — regardless of title — is wise (not to mention, beneficial to your marketing budget).
Strategize with influencers to nurture a strong partnership. Influencer marketing is a long-term effort that requires patience and persistence to see results. Offering the right influencer(s) money to share products and content can bring a business one of its highest ROIs.