Influencer Marketing in B2B: 5 Ways to Build Successful Collaborations

At this point, talking about the positive impact of social media on brand promotion is a no-brainer. Nowadays, if a brand does not have a presence on a social network, it practically does not exist and that is why a lot of money and resources are invested – whether in advertising or organic efforts – in tactics through social networks. A formula that took off with a certain boom a few years ago and that has now been stabilized and professionalized is the well-known “Influencer Marketing” which basically consists of the collaboration between brands and influencers or opinion leaders.

According to Forbes magazine , between 2019 and 2021, influencer marketing went from receiving an investment of $6.5 billion to $12.8 billion. Therefore, it is not surprising that brands approach these influencers as an alternative to promote their product and reach niche audiences.

What is an influencer?

An influencer is a person who, through social media or a blog, has gained a large number of followers and notoriety around a certain topic thanks to the content they publish. These opinion leaders mainly use channels such as YouTube, Instagram or TikTok to engage with their audience.

Although many have become celebrities, the difference is that these are just ordinary people who can relate much more easily to the audience . This identification feature between the audience and the influencer makes the promotion of a product or a brand by an influencer penetrate much better. And here lies the interest of brands to collaborate with them.

It is true that the concept of influencer makes us think indirectly of massive audiences of hundreds of thousands of followers. However, in recent years there are brands that have begun to target “micro-influencers”, or profiles with a smaller number of followers, but a greater capacity to react to hyper-segmented audiences.

Who are the Influencers in B2B?

Although the word “influencer” can automatically lead us to the most famous Instagrammers and TikTokers in music, fashion or sport… The truth is that in B2B there are also influencers ! But probably not as well-known as the previous ones.

Let’s take the example of hospitality software companies: bloggers or ‘foodies’ could be an opinion leader profile, capable of attracting not only the end consumer, but also many catering businesses. Professors with a presence on social networks, institutions or Tiktokers like Milan Singh who publishes content on finance, business and entrepreneurship can be very interesting influencer profiles for B2B businesses.

The main objectives of Influencer Marketing

It is no coincidence that more and more is being invested in identifying and nurturing these relationships with influencers, as the results have proven to be very positive. B2B brands that opt ​​for a strategy with opinion leaders mainly seek:

Grow your audience and visibility
The greatest value of influencers lies in their audiences. Often due to the volume of their communities, which represents a great opportunity for any brand seeking to amplify its visibility.

Working with influencers can be recent mobile phone number data an ideal tactic to open a path into new markets since through them, a brand can reach audiences anywhere in the world.

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Position the product or brand in front of qualified audiences

Depending on the content format, how to do email marketing brands can show through the influencer how their product works. Unlike hiring a celebrity who has a slightly more distant status for the audience, influencers are ordinary big work people who make their audience identify with them and therefore, this is a more authentic content format than traditional advertising .

In a B2B environment we can think of these opinion leaders as ‘beta testers’ of our product who play a dual role as advisors and promoters of your product.

Increase sales

Increasing sales through the promotion of influencers or opinion leaders is another objective that you can set within your B2B marketing strategy. Offering influencers to act as ‘referrals’ or ‘affiliates’ of your brand can be an interesting option to obtain a direct impact on your sales.

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