B2B Influencer Marketing Tactics That Fit Your Strategies like a Glove

Author: Trishna Sharma | Categories: B2B Online Excellence, Websites, Social Marketing, SEO, Revenue Generation, Personalization, Lead Generation, Digital Strategy, Customer Experience

Influencer marketing can generate 11x the ROI of traditional advertising!

This alone implies how huge this trend is now and also justifies why businesses are looking at partnering with ‘influencers’ to push their businesses and drive growth. If you haven’t yet considered treading this path, now is the time to do so. Going forward in 2018, influencer marketing strategies are all set to (re)define the digital marketing strategies of several key industry players – don’t get left behind.

Influencer marketing: An Overview

Business leaders today are no longer interested in fuelling their marketing strategies with the old advertising model that is broken in several places. Customers today are aware of ‘Photoshop wonders’ and many are reluctant to invest in products or services solely from an impression created as a result of a paid advertising campaign. To break this and ensure that advertising campaigns can convert prospects into customers, businesses have to find the right channel – influencer marketing, for the most part, can be that channel.

For the starters, influencer marketing is an alliance between a person – an influencer – and a business in which the latter makes the best use of the former’s reach, connections, and (relevant) fan following. Simply put, such an alliance helps businesses to market their products/ services to prospects that an influencer is already engaged with. Because the influencer is already popular in that specific community, the chances for businesses to quickly reach that community is higher, and also the prospects of engaging with it is better. Influencers already enjoy the trust of their fan following – naturally, when they endorse a business, the chances of conversion is higher.

Consider that you partner with a celebrity chef for your packaged foods business. Assuming that the celebrity chef is popular and enjoys a vast fan following, you’d have a far better reach and connect with your prospects. Therefore, the key to nailing it with influencer marketing is to find the right fit to endorse your brand.

And yes, influencer marketing is mostly relevant in the digital-social milieu.

Benefits of Influencer Marketing

  • There’s always a human touch. It isn’t a random celebrity endorsing your brand – rather, he/she is a trusted expert in the domain and more likely to be accepted by your prospects. In the example above, a celebrity chef promoting a packaged foods business (instead of a popular celebrity) displays the synergy between an expert (chef) and the (food) business.

  • Marketers using this channel have enjoyed a quick boost in ROI. Most marketers who used this channel in 2017 are interested in increasing their influencer marketing budgets in 2018.

  • Joining hands with an influencer allows you explore an already existing customer-base instead of building one from scratch.

  • You get to enjoy a better content calendar as your influencer can engage your audience on social platforms him/herself – even when your pipeline (planning) may be dry.

  • It can help you save big bucks! As already stated, not every influencer may want monetary gains. It could be associating with your brand that’s lucrative for him/her, or it could be.

Getting started with influencer marketing

Like with everything else, you’ve got to lay a solid foundation for your influencer marketing strategy for it to bear you fruitful results.

  • Identify who you’d want to associate with – rather than the number of followers, focus on the relevance.

  • Pay attention to how actively-involved your influencer is, with his/her followers. An extensive base with irregular/ infrequent involvement may add no value to your association.

  • Associate with a person who your prospects trust – it isn’t just about delivering your message to the right audience, but it is also about getting your targets to try your products/ services.

  • Also, make the prospect of your association appear interesting to the influencer. Not every influencer may find the monetary benefit lucrative enough for him/her to endorse your brand. Look at the value addition both your – brand and influencer – will enjoy from the tie-up.

  • Project your offering clearly and set the objectives and approach to reach the goals right from the start.

Once you have these in place and you have identified the best fit for the role, you can start planning to execute the campaign.

Customizing influencer marketing for your B2B business

Influencer marketing strategies in a B2B scenario can be vastly different from one in a B2C. For one, in a B2B setup, the decision maker isn’t generally one person but a group of people with different opinions and preferences. Also, the decision-making process can be longer than in a B2C set-up. So, patience and persistence is the key here.

To get you started on your campaign, here’re a few best practices you could follow:

  • Make use of available influencer marketing tools to find the best person to associate with your brand.

  • Take into account both short and long-term campaigns while finding the best fit.

  • Look into the value addition both the parties can derive out of the association – it should be an engaging experience for both not one.

  • Focus on educating the influencer about your products and services. The more you have such sessions, the better will be the visibility and therefore better results.

  • Most importantly, the influencer should be aware of the vision and mission of your brand and align with your brand’s messages. If you share the same (or similar) values, you can expect useful results.

So, with these guidelines by your side, you are now ready to jumpstart your influencer marketing campaign. Don’t miss to share with us the learnings from your past influencer marketing experiences.