If you’re here, I assume it’s for one of three reasons: You’re interested in the concept of influencer marketing and want to identify if it’s a fit for your B2B brand. Today, we’re going to dig into five essential questions that many B2B marketers are asking themselves about influencer marketing—everything from what it actually is (very important) to how to gain leadership buy-in and show value. At the core, influencer marketing for B2B is about partnering with industry experts to add credibility to and support great brand content. What Will it Take to Get Leadership Buy-In on Influencer Marketing? As with any tactic, it’s important to show how an influencer program can support key business objectives. Before going all-in, work with your internal team or an influencer marketing agency to develop a pilot that will allow you to show success. Influencer Campaigns Large- and medium-sized brands are often looking for influencer campaigns to help generate awareness around a specific idea quickly. First, you’re going to want to identify the topics that are most important to your audience and how they align with the topics you want to be known for. Is B2B Influencer Marketing Right for My Brand? Now that we’ve covered the basic questions about developing a successful B2B influencer marketing strategy, it’s time for you to ask yourself: Is Influencer Marketing right for my brand?
Greetings friend! If you’re here, I assume it’s for one of three reasons:
- You’re interested in the concept of influencer marketing and want to identify if it’s a fit for your B2B brand.
- You’re dabbling in influencer marketing and are looking for ways to formalize your strategy.
- You fell down some crazy internet rabbit hole and you aren’t quite sure how you got here.
Regardless of the reason, I’m happy you’re here.
Today, we’re going to dig into five essential questions that many B2B marketers are asking themselves about influencer marketing—everything from what it actually is (very important) to how to gain leadership buy-in and show value.
So dig in, enjoy the ride and be sure to add any of your own questions in the comments!
What is Influencer Marketing in the Context of B2B?
When most of us hear the phrase “influencer marketing” our brains quickly jump to an image of the reality stars we love to hate pushing their latest protein shake or fashion wear.
But don’t fret B2B marketers, that’s not what we’re talking about today.
At the core, influencer marketing for B2B is about partnering with industry experts to add credibility to and support great brand content.
I think our CEO Lee Odden describes it best when he says:
Does B2B Influencer Marketing Really Work?
Ok, I get it, you have to ask this question. As with any new digital marketing tactic, it’s important to understand the data behind it before you jump in.
Let’s start with the research:
- 49% of consumers depend on influencer recommendations (ION)
- Influencer campaigns earn $6.50 for every $1 spent (Tomoson)
- 22% of marketers say influencer marketing is the most cost-effective method of obtaining new customers (Tomoson)
Depending on your objective, there are many places you could start on your influencer marketing journey. Let’s assume for a second that you’re looking to build awareness around a new offering aligned with tech innovation in your industry. However, your audience is either resistant to or not aware of the benefits of this offering.
That is exactly what our client Prophix was experiencing around the topic of artificial intelligence (AI) in the finance industry.
Their target (finance professionals) will very shortly see the impact of AI on their business but are understandably a bit leery and unsure of what that really means. So, we enlisted the help of finance and AI pros to tackle the topic with a fun, interactive, multi-media twist.
The result?
- 642% increase in engagement
- 10% conversion rate to a gated asset
- 86 new keyword rankings
And that’s just the tip of the iceberg. Dive into the full story here. Looking to “crush” the competition? Check out this other interactive, quiz-based influencer project from Prophix.
What Will it Take to Get Leadership Buy-In on Influencer Marketing?
The most effective way to get leadership on board with a new program like influencer marketing is to do your homework, devise a hypothesis and recommend a…
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