Influencer Marketing Works For B2B Customers
?Shep Hyken
Customer Service and Customer Experience Expert | Keynote Speaker | NYT Bestselling Author | Shep helps companies deliver AMAZING customer service experiences!
Influencer marketing is not about getting millions of views on TikTok. It’s about influencing a specific group of customers, who could be reached on many different channels, such as LinkedIn, Facebook, Instagram, industry-specific podcasts, YouTube, webinars and many more—including TikTok, if that is where the target audience resides.
The typical influencer in the B2B world doesn’t have to have tens of thousands of followers to be successful. They simply have to be recognized in their industry as an expert or resource that attracts the attention of the customers their clients want to reach.
Onalytica is a consulting company focused on B2B influencer marketing. Its focus isn’t on young “celebrities” who appeal to Gen-Z with videos that include branded product placement to influence them to buy their sponsor’s products. Instead, they look for highly regarded business experts who can influence a small audience of customers using non-traditional advertising and marketing approaches.
This year’s Onalytica B2B Influencer Marketing Report includes success stories and commentary from B2B influencers to help spark creativity in typical marketing, advertising and general promotional campaigns. The goal is to create brand awareness and, ideally, get a customer to take action. According to the report, 75% of Onalytica’s customers listed “increasing brand awareness” as their top marketing challenge in 2023.
B2B influencer marketing has not been part of typical marketing strategies over the years, but that is changing. Companies trying to capture the attention of their customers and “influence” their buying decisions are finding results in a number of areas.
In 2024, 75% of brand marketers using B2B influencers prioritize social content, videos and other posts that have some staying power and can be found with an Internet search. Live events, both in-person and virtual, and podcasts follow content creation. Other ways to use influencers include eBooks and original research. Janine Wegner, global integrated thought leadership strategist at Dell, says, “In 2024, we will prioritize integrating LinkedIn Lives and video content into our thought leadership influencer marketing strategy to maximize impact.”
In addition, Onalytica asked the influencers which types of collaborations are most successful. Seventy-five percent of influencers are hired to co-create content with their clients and/or speak at in-person events. Sixty-eight percent are hired to participate in online events, such as webinars or panels.
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Ursula Ringham, head of global influencer marketing at SAP, summarizes the concept of B2B influencer marketing: “Collaborating with influencers to share our brand story authentically is key. The most effective strategy has been to empower them to speak in their own voices, ensuring our message resonates deeply with their audience. This approach not only boosts brand awareness but also fosters trust and credibility. In a crowded market, it’s vital to move beyond one-off campaigns and toward an always-on strategy, building long-term partnerships that deliver consistent results and meaningful engagement.”
B2B influencer marketing is a departure from normal marketing and promotional practices. Onalytica suggests testing the waters by allocating a portion of the marketing budget to experiment with an influencer. Find an influencer who is recognized in your industry. Determine what type of content or events will give you the most visibility with the influencer. Even if you have initial success, realize that there are multiple ways to take advantage of an influencer’s expertise and continue experimenting with different strategies and tactics. By partnering with an industry-recognized influencer who can authentically articulate a brand’s story and values, companies enhance their visibility and establish lasting connections with their target audiences.
Shep Hyken is a customer service and customer experience expert, keynote speaker, and New York Times bestselling business author.?Learn more about Shep's virtual?training programs and follow #ShepHyken for more customer service and experience insights.
This article was originally published on Forbes.com.
Check out Shep's latest research in his Achieving Customer Amazement Study, Sponsored by RingCentral.
Digital Marketing Dynamo: Mastermind Behind Influencer Campaigns, Strategic Branding, and Social Media Mastery
3 个月Many think that influencer marketing is only for B2Cs
I Help Leaders Boost Morale, Crush Stress, Burnout & High Turnover | Trusted by Aflac, Coca-Cola, AT&T, Verizon, US Courts, US Army | Keynote Speaker & Trainer | AI Enthusiast
3 个月Influencer marketing is the new wave, and it's here to stay. In a world of deep fakes, people crave genuine and authentic connections. Polished, high-level commercial video productions aren't gaining much traction anymore. Instead, companies are turning to influencers who genuinely connect with their followers to reach their audience more effectively. Here's the secret: Rather than targeting a single influencer with a million followers, consider reaching out to 1,000 influencers who each have 1,000 followers. Why? A big influencer often doesn't have the time to respond and engage with thousands of comments. Their reach is less personal and targeted. Smaller influencers, on the other hand, interact with every comment and treat their followers like family. They usually have a well-defined and targeted audience in a niche market, building a lot more trust and genuine connection. Interestingly, those smaller influencers often make more money than the big ones. There's a difference between vanity metrics and real metrics. Thank you, Shepard (Shep) Hyken, for sharing this awesome post. Your content is always on the cutting edge.
I Help Business Leaders Avoid Workplace Drama to Elevate Customer Service & Customer Experience to Charge 40% More Than The Competitor. Customer Service Consultant || Employee Engagement Consultant || Keynote Speaker
3 个月Reaching customers through diverse platforms is vital for effective influencer marketing strategies.
? Helping 7-9 Figure B2B Brands Attract Clients & Stand Out With Storytelling ?? Video Marketing & Social Media Content Strategist ?? Worked on Hollywood Blockbusters
3 个月Respect experts. Long-term impact. Meaningful content strategy wins.
President @ Fripp Virtual Training | Presentation skills expert
3 个月Shepard (Shep) Hyken I must admit I often shake my head at the idea of influencers. However, I enjoyed your article.