November 7, 2019
When you talk about “online influencers,” most people think of mommy bloggers, celebrities or fashionistas telling consumers about the latest “must have” products. But influencer marketing can also be a huge asset for business-to-business marketing. Here are a few reasons why B2B companies should consider partnering with influencers in their next PR push.- Drive critical audience awareness. There are influencers reaching every segment of the population, it’s just a matter of finding the right person for your messages. Today’s influencers cover a wide variety of topics and reach audiences through workplace blogs, LinkedIn timelines, ongoing podcasts and more. To find the right influencer, look for three things: reach, relevance and resonance. If you have those things, the influencer will have the power to bring critical awareness to your campaign within your audience.
- Build thought leadership. Influencers are always looking for new and interesting content. Have interesting survey results or an intelligent white paper? Send it to an influencer to discuss and dissect in a new and interesting way, keeping your brand at the forefront of the conversation.
- Help your company stand out. Influencer marketing in the B2B market is still relatively untapped, so why not be the first in your industry to harness it? Your brand will stand out and apart from competitors. Influencer marketing isn’t slowing down, so the sooner B2B companies lean into it, the more ROI they will get out of it.
- Create essential credibility. Building customer trust is important and necessary when growing a business, and there’s no better way to illustrate your credibility than by working with a trustworthy third party. Choose an influencer that matches up with your company’s values and style so that their followers will connect with your brand’s content. An influencer stamp of approval is useful in demonstrating credibility and can win you new fans for the long term.
There are many great influencers out there. Hopefully this insight will encourage your company to start applying influencer marketing into your next campaign!