B2B Monday Myth: Working With Influencers Is Irrelevant for B2B
by MGB2B
The Myth: Only B2C Brands Can Benefit From Working With Influencers.
The Truth: Influencers May Play a Different Role, But Can Be Equally Valuable for B2B Brands.
When someone says “influencer,” perhaps you the imagine a Kardashian promoting weight-loss tea on Instagram. This type of strategy surely can’t work for your B2B brand, can it? As it turns out, there are a number of strategies to help your business identify proper influencers (even if they aren’t Kardashians) and have them play a beneficial role in advocating for your company. Here’s a quick guide:
What Are Influencers for B2B Brands? And Why Work With Them?
Let’s start out with a definition we can all agree on. An influencer is, simply put, a person who has the power to influence many people via social or traditional media. This comprises everything from bloggers, vloggers, and Instagrammers, to industry analysts, thought leaders, and writers for trade publications.
The relationship between influencer and brand is symbiotic. It’s easy to see why you’d want to work with one: you have a product or service you want to market; influencers have a built-in audience. But influencers have their own brand they need to uphold – themselves. A large part of this image relies upon fresh, relevant content that keeps their followers interested and informed. From simple product mentions to expert interviews, with the right strategy, your brand could be a source of reliable, non-advertorial content that influencers value. Or they may produce it themselves based on what they learn from you. It varies from influencer to influencer.
Keep Your Niche In Mind.
Consider working with micro-influencers, who may not be the most popular, but hold the most knowledge, expertise, and influence within an industry or particular vertical. These are individuals who have probably gained their influence organically over time. They value their audiences enough that they want to provide them with good information. And because of that, they are seen as trustworthy. Your company can work with thought leaders, industry analysts, bloggers, or writers for trade publications. It’s important to note that these micro-influencers are authentic advocates. And while their audience may not be huge, you can bet it’s very interested in the niche. So you’re getting quality over quantity.
What Your Influencer Wants.
Not everyone is motivated by the same incentive. Some will operate for as little as $50 and a gift card. Others get paid in the millions. And everything in between. This person has valuable industry insights. No matter what you offer to pay them, they will not promote a product or service they don’t believe in. After all, they have a reputation and industry cred that they’ve built up over the years. The key is to let them know how you’ll contribute to that credibility and reputation in a positive way. What’s even more important is that you do your due diligence before partnering with someone.
Think Long Term.
Remember that working with an influencer is about building a relationship, which takes time. This is not a one-time transaction. B2B brands usually work with much more complex products, so your influencer needs to have a full understanding of your industry and your products before they begin advocating for you. Before you enter into a partnership, get to know the influencer as well as you can. Invest some time – it will be worth it. And above all, makes sure you communicate openly and authentically, every step of the way.
There are a multitude of ways you can work with an influencer, whether you have them share or collaborate on content, speak at your event, or blog about your product. When you work with micro-influencers within your niche and approach them with a long-term relationship in mind, you set your company up for success.