Diminishing organic social reach, distrust of brand marketing and information overload makes reaching and engaging today’s B2B buyer harder than ever. On top of that, the major changes brought by the pandemic have created new challenges and opportunities for B2B companies to better attract and engage customers in meaningful ways.
Out of the pandemic and the shift to digital first go-to-market approaches for B2B companies, Influencer Marketing has emerged as one of the most effective ways to connect with customers to create better experiences. Despite substantial growth in the discipline from best practices to software, many B2B brands are still experimenting or simply don’t know how to identify, engage and activate influencers.
As I’ve talked with prospective clients and my own team, many B2B marketers see the value in working with influencers to drive credible conversations and content about topics that customers care about. They simply don’t have enough information or experience to execute.
Evolving from this tentative stage to one of driving profitable marketing requires answers to several important questions:
How do you identify the right influencers?
Capturing the value of working with influencers doesn’t start by picking the most popular people in your industry to work with. There has to be a reason for them to do so and that purpose comes from a solid marketing strategy that identifies the topics, narratives and hooks that the marketing will use to engage customers. Those same marketing campaign elements will be used to then identify the people that have influence about the topics your customers care about.
Once topics of influence have been determined, there are a mix of ways to practically identify influencers from interviewing your key executives and customers to leveraging influencer marketing software which acts like an influencer search engine.
The important thing to understand about influencer identification in B2B is that not everyone who influences your customers thinks of themselves as an influencer. In turn, not everyone that identifies as a B2B influencer actually has influence. They might be better at creating engaging media and promotion than getting customers to buy.
The key is that there is tremendous value in working with both ends of the B2B influencer spectrum by matching them to the right kinds of content collaboration and activations.
How can you engage influencers and bring them onboard?