The strategy of using brand influencers to promote a company’s brand or service has paid dividends in fields such as beauty, technology, athletics, and gaming. Some would be surprised to know that this innovative and forward-thinking digital marketing strategy is also gaining traction in the B2B world. Companies selling B2B products and services are awakening to the benefits of influencer marketing and understanding the role of brand influencers in the ever-changing but always competitive world of online advertising.
A recent study by TopRank showed that an overwhelming 85% of B2B marketers in the United States have been incorporating influencer marketing into their marketing strategies. It is easy to see why the general public would be deeply affected by influencer marketing messages, as studies have shown that most individuals online find influencer marketing more trustworthy and persuasive than direct advertising. However, the data shows that the same is true of business proprietors and other audiences that B2B marketing is targeted towards. The same study from TopRank showed that 49% of B2B marketers felt that influencers were important because their audience saw them as trustworthy.
The communal and connective nature of influencer marketing is what separates influencer marketing from other advertising strategies, even in the B2B market. Online influencers have large followings that trust their opinions because they have demonstrated their knowledge and expertise in a particular field, which can include business. Many aspiring entrepreneurs have looked to business influencers for advice on how to increase their profits and run their organizations smoothly. Influencers still have a voice among the type of people that B2B marketers want to reach, which is why B2B marketers must start taking them seriously if they wish to gain an edge over their competitors.
Major technology brands have used influencer marketing as part of their company’s outreach efforts. SAP Software Solutions has invited online influencers to speak at its sponsored events, livestreaming some of the talks and distributing them through social media. Hydroelectric power tech company Voith used energy experts for an influencer tour in which these influencers showcased the power of hydroelectric power plants through social media and YouTube. On a smaller scale, Bosch Power Tools partnered with power tool reviewers on YouTube for video reviews that showcased what the company’s products could do.
Companies such as Salesforce have also begun using B2B influencer marketing, as they have cited people’s negative attitudes towards the disruptive nature of paid ads as an obstacle to getting more traffic through paid ads. Salesforce cites the growing usage of ad blockers as another reason why paid ads are often not seen. For this reason, Salesforce has been promoting influencer marketing as a scalable solution that can improve SEO while also creating a community around a brand.
Both small-scale and large-scale influencer marketing campaigns are options for B2B marketers. B2B influencer marketing campaigns can be handled in-house or by an influencer marketing agency like HireInfluence. With the help of an agency, B2B marketers can find the ideal influencers based on their audience demographics, content performance, and talent fees compared with the company’s budget. The ideal partnership can elevate a brand’s marketing campaigns from good to great, creating more engagement and conversions rather than purely brand awareness.
According to a study on B2B influencer marketing conducted by Ogilvy, 93% of respondents have indicated plans to increase their involvement in influencer marketing campaigns. With most of the B2B market gearing up to embrace influencer marketing as the way of the future, any ambitious B2B brand must also learn to get the most out of influencer marketing if it wishes to stay competitive in this market. With the right strategy and partnerships, any B2B brand can use influencer marketing to secure its future and connect with its customer base in a special way.
