Influencer Marketing for B2B: 4 Examples That Prove It Can Work

Influencer Marketing for B2B: 4 Examples That Prove It Can Work

The benefits of influencer marketing Before we get into some examples of B2B influencer marketing, let’s cover the benefits of investing in this channel. Influencers spend years gaining audiences and developing their reputations as trustworthy individuals within their communities. The result is that influencer content and posts carry a certain amount of built-in authenticity that brands can benefit from. Their followers look to them for insight and advice in their industry, which means that by partnering with them, your brand can benefit from a boost in authority. Content that isn’t “selling” Many of us are looking for ways to create more content for our brands -- but it’s not only about having more content, it’s about having better content. B2B influencer marketing examples LinkedIn LinkedIn has a huge user base of B2B influencers, a user base it drew on for the creation of its “Sophisticated Marketer’s Guide to LinkedIn.” The handy 48-page guide helps marketers figure out how to use LinkedIn to its full potential as a marketing tool. Each “chapter” of the guide includes an “Ask the Expert” Q&A with an influencer -- in most cases, CEOs and authors who have authority in the fields of digital marketing and social media marketing. The company partnered with Grace Bonney from the blog Design*Sponge to design six new storefront decals to appeal to small business owners. It might seem like B2C marketers are having all the fun when it comes to influencer marketing. Influencer marketing can help B2B brands create fresh content with built-in authority and a wide audience.

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Influencer Marketing for B2B: 4 Examples That Prove It Can Work

Influencer marketing has been a growing trend in digital marketing over the past few years, and it’s only gaining momentum in 2017. B2C brands have historically been the most eager adopters of influencer marketing, and many B2B brands feel like this channel doesn’t offer as many opportunities for them. While it might seem like influencer marketing works harder for B2C brands that have products that are natural fodder for influencer posts, the opportunities for B2B brands certainly exist — you just need to know where to look.

The benefits of influencer marketing

Before we get into some examples of B2B influencer marketing, let’s cover the benefits of investing in this channel.

1. Authenticity
Influencers can add a level of authenticity to your marketing that is otherwise difficult to achieve. Influencers spend years gaining audiences and developing their reputations as trustworthy individuals within their communities. The result is that influencer content and posts carry a certain amount of built-in authenticity that brands can benefit from.

2. Authority
Because influencers spend years establishing themselves in their fields, they’ve usually gained reputations as authoritative sources. Their followers look to them for insight and advice in their industry, which means that by partnering with them, your brand can benefit from a boost in authority.

3. Content that isn’t “selling”
Many of us are looking for ways to create more content for our brands — but it’s not only about having more content, it’s about having better content. Content generated by your brand, no matter how useful or valuable to your users, is still always associated with your brand and with your ultimate goal of selling. A key benefit of influencer marketing is that it generates fresh content for your brand that comes from a voice that isn’t directly associated with selling.

4. Reach
Influencers come with built-in audiences — audiences who may have never heard of your brand before. When they publish content related to your brand, or partner with you on an initiative, that means they’re helping put you out in front of a new audience. Influencers can help expand the reach of your content and marketing efforts.

B2B influencer marketing examples

LinkedIn
LinkedIn has a huge user base of B2B influencers, a user base it drew on for the creation of its “

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