In the world of business-to-business marketing, influencer marketing stands as one of the most worthwhile practices to invest in. This allows company owners to partner with influencers, hence the name, who can promote wares and encourage their audiences to either learn more or make purchases. Social media marketing agencies often recommend influencer marketing, as this helps with broadening one’s reach online. Influencers are defined by different scopes, but the commonality between them is that they have dedicated audiences that, with the right strategies, they can effectively market to. This brings us to the topic of B2B influencer marketing and, more specifically, how it should be done. To get your own strategy off on the right foot, here are 5 important tips to know.
5 Important B2B Influencer Marketing Tips
Define your goals early on.
When it comes to B2B influencer marketing – or any digital marketing endeavor, for that matter – defining goals is imperative. Identify what you’d like to accomplish so that you can build a more refined plan you can follow. As a business owner, you may be solely focused on generating more leads, which will lead to increased revenue over time. However, you may be more focused on promotion, such as acquiring followers on social media or increasing engagement on your social media posts. Whatever the case may be, outlining goals as early as possible will help you get the most out of B2B influencer marketing.
Know B2B influencer marketing can be used for various purposes.
To say that B2B influencer marketing is versatile would be an understatement. In fact, if you’re a New York business owner, it wouldn’t be unfathomable for a Long Island advertising agency to use influencer marketing to reach goals even beyond the ones defined at the onset. For example, did you know that this strategy can be used to establish your brand as a thought leader in your industry? What this does is, over time, provide your brand with increased legitimacy. B2B influencer marketing may also expand your audience reach, allowing you to market to a higher volume of users. These are just a few examples but understand that this marketing strategy is incredibly multifaceted.
Identify the right platforms.
Once you have an idea of what you’d like to accomplish, from a B2B influencer marketing perspective, it’s important to identify the platforms that should be used. The most common influencer marketing tool is social media, though there are specific ones that you may wish to place more emphasis on. Instagram is among the longest-standing social media platforms where influencers are present, able to create and share content with the audiences they’ve amassed. However, more recent players in the influencer marketing sphere, TikTok and Twitch included, are just as effective. If you’re struggling to determine which platforms are best for your influencer marketing efforts, consider consulting a social media agency in your area.
Examine potential influencers to partner with.
Next, you must decide on the influencers to partner with. This involves extensive research into not only platforms such as the ones mentioned earlier but the influencers themselves. One of the most common ways to find influencers is by looking at their follower counts, though this doesn’t necessarily make them the best fits. You must also identify influencers based on engagement; consider how much engagement their content receives across their various channels. It should also go without saying that the best influencer should also be one that’s either involved in the same industry as you or a field similar to yours. Influencer research may take time, but it will be worth the effort.
Keep a long-term focus in mind.
To wrap things up, if you’re determined to create a B2B influencer marketing plan, be mindful of its long-term nature. Simply put, this won’t be a marketing effort you’ll complete in days or weeks. What this means is that you’ll have to put in the time to ensure that every part of the overall process works. Everything from research into platforms and influencers to influencer outreach to community engagement and beyond must be taken into account. This doesn’t even begin to touch on the time needed to establish and foster relationships with potential leads, which can be a topic all its own. In any event, if you keep a long-term focus in mind, you’ll benefit that much more from B2B influencer marketing.
About fishbat: fishbat is a full-service New York digital marketing agency that takes a holistic business approach to their clients’ digital marketing programs. The fishbat team understands the importance of business principles just as well as the nuances of the latest digital technologies. fishbat offers every digital marketing service available from digital marketing research and planning to brand development to website and asset creation through social media management and search engine optimization programs – all custom calibrated for both B2B and B2C businesses.