Inside The Unlikely Rise of B2B Marketing Influencers
There’s nothing new about influencer marketing, and its origins date back before the internet.
And even in the oft-cited first instance of influencer marketing back in 1760, businesses used the word of a popular figurehead, in this case, the Queen, to sell products to customers.
B2B businesses have been following behind on this trend as there’s a general consensus that business owners require straight facts and data to be swayed when it comes to purchases.
But business owners are still people. They’re just as likely to be convinced by connections and emotions as anyone else. So, while the rise of B2B marketing influencers definitely came as a shock to many, it’s no surprise that their presence has led to more sales for companies.
Traditional B2B Marketing vs. Influencer Marketing
Say you wanted to sell a pest control invoice software to a pest control company. The traditional way to do this is by focusing on lead generation, rational decision-making, long-term relationship building, technical and industry-driven language, and targeting a specialist or niche audience.
This is how B2B marketing has operated for years. Influencers are associated with “less serious” products and services like beauty, fashion, or food. But we’re seeing a new trend.
As of 2022, 75% of B2B companies plan on investing in influencer marketing. Why? Because it works. B2B influencer marketing alone had the opportunity to generate over $11 billion at the end of 2022, and many marketers have stated that this tactic will become critically important.
While B2B businesses have failed to see the human connection in the past, thought leaders can be found in every industry and category. If you utilize social media correctly and truly understand your product, you can reach an audience that’s interested in staying loyal customers.
7 Reasons to Invest in B2B Influencer Marketing
The B2B influencer market isn’t even close to being tapped. If you want to get your business and your products and services out there, here are 7 reasons to use influencer marketing.
1. Increasing Brand Awareness
In the realm of marketing, brand awareness is key. It’s about making sure your potential customers not only know your brand name but also understand what you stand for.
Thus, B2B influencer marketing is an excellent tool to increase brand awareness. Influencers function as a bridge between a large audience base and your products or services. They have the ability to spotlight your brand and share it with their followers who trust their opinions.
2. Building Trust
Trust is a fundamental pillar in any business relationship. When your brand forms an alliance with a respected B2B influencer, this trust is partially transferred to you. These influencers have spent years, even decades, constructing their credibility within their respective industries.
Their followers trust their insights and, by extension, the brands they choose to endorse or partner with. By integrating your brand into an influencer’s trusted content stream, you’re adding a layer of authenticity that’s hard to achieve with traditional advertising methods.
3. In-Depth Audience Insight
The value of in-depth audience insights cannot be underestimated in today’s competitive business landscape. B2B influencers possess a tremendous grasp on their followers’ characteristics, needs, and preferences that only come from deep engagement over time.
They understand the pressing issues, the trends, and what their audience really cares about. By aligning your brand with influencers, you’re privy to these insights, which can offer you an edge.
4. Improving SEO
Search Engine Optimization (SEO) is crucial for enhancing your online visibility. It’s not just about driving traffic to your website but about attracting the right kind of visitors.
B2B influencers can play a substantial role in improving your SEO. They can promote your brand on other platforms, providing high-quality backlinks. Furthermore, having an influencer mention you in their quality content could mean more organic searches for your brand.
5. Curating Authentic Experiences
Influencers are storytellers at heart, known for their ability to create relatable, engaging content that successfully captures the attention of their followers. Rather than making a hard sell, they integrate your brand naturally into this content narrative, sometimes in undetectable ways.
This approach showcases an authentic experience with your brand and adds a human touch missing in traditional advertising. These curated experiences can prove the difference between an audience member just knowing about your brand versus actually connecting with it.
6. Increasing Conversion Rates
In an era of discerning consumers, increasing conversion rates is a common challenge faced by marketers. B2B influencer marketing can offer a tangible solution to this issue.
The potent combination of influencers’ persuasive power and the trust they instill can influence buying decisions. When influencers endorse your brand, it’s seen as a reliable recommendation from a trusted source, thus driving more potential customers to try out your offerings.
7. Cost-Effective Strategy
Maintaining an efficient budget is crucial for any marketing strategy. Thankfully, B2B influencer marketing can be a highly cost-effective approach compared to traditional advertising methods.
Though working with top influencers may involve substantial costs, there are micro-influencers with smaller but highly engaged audiences that offer a more budget-friendly alternative. Besides, the return on investment from influencer marketing can be significant for brands.
As we’ve discussed, B2B influencer marketing offers significant benefits for your brand, from enhanced visibility and trust to valuable audience insights and improved SEO. And, of course, it’s a powerful tool for conversion rate optimization and cost-effectiveness, as well.
So why not take the leap? Investing in B2B influencer marketing can be a game-changer for your business’s marketing strategy. It could be the missing piece that takes your brand growth to new heights. Embrace influencer marketing and let your brand shine in the business landscape!