Influencer Marketing for B2B Audiences—Does it Really Work?
Influencer marketing has been a B2C go-to for extending marketing reach for some time now. Could it be the next big thing for B2B marketing? Replace fashionistas and diet gurus with subject matter experts and thought leaders, and you could be on to a winning B2B influencer marketing strategy for your startup.
Influencer Marketing 101
Reaching a more diverse audience and expanding into new markets is critical for continuous business growth. Influencer marketing means working with someone who has a significant online presence, usually in terms of followers on a social media platform, to get the word out about your product or service.
For B2C organizations, this can mean celebrities who wear certain brands of clothes, talk about the beauty products they wear, or rave about the fitness apps they’re using. Influencer marketing may even crossover with affiliate marketing, whereby influencers encourage viewers to sign up via a code for a free trial or discount. This is often very evident on popular YouTube channels. Many ASMRtists, for example, gain sponsorship by promoting particular apps, products, and even online games.
Leveraging Influencer Marketing Principles for B2B Purposes
Is this method adaptable to the more professional realm of B2B marketing? Absolutely. Think about the content you consume as a business leader yourself. This might be particular industry blogs or magazines, YouTube channels from thought leaders or other founders, or even Instagram feeds of organizations you respect.
Leveraging the principles of influencer marketing means working with someone just like this who is enthused about your brand, your tech offering, or your journey. Tips on how to make the first steps here include:
Get your founder or CEO on social media. Make sure they’re creating content (posts and videos) with their own voice while communicating on-brand messages.
Pick out several accounts you respect and that are well-followed within your target audience or overall industry. Make sure you follow these accounts and comment regularly on their content.
Build connections with these people by getting involved in activities they present such as livestreams or in-person conferences. By networking and getting to know figures within your industry, you can open up a dialogue and ask individuals or groups to consider discussing your startup.
Instead of simple product promotion, consider case studies, impact reports, or other genuinely compelling information your “influencers” can share.
Companies from SAP to LinkedIn to Microsoft all work with influencers from their own and adjacent industries to further their reach. Consider who is on the periphery of your current target audience with the clout to help spread the word about your startup.
Final Word
Less than 50% of businesses have a current, documented strategy for B2B influencer marketing. If you need support managing this or any other aspect of startup marketing, speak to Arch Collective. It’s easy to book a free 15-minute call and find out how we can support you with marketing, brand messaging, and more.
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