Influencer marketing is not a new concept in the world of B2C marketing. However, it has recently gained significant momentum in the B2B space. According to a study by the Association of National Advertisers, 75% of marketers are using influencer marketing in their marketing mix. This is not surprising considering that influencer marketing has proven to be an effective way to reach out to potential customers and establish trust.
What is Influencer Marketing?
Influencer marketing is a type of marketing that focuses on using influential people to promote a brand, product, or service. These influencers have a significant following on social media or other platforms, and they have the ability to influence the behavior of their followers. In B2B marketing, influencers are typically industry experts or thought leaders who have established credibility and expertise in their field.
Why is Influencer Marketing Effective in B2B?
The B2B buying process is often more complex and involves multiple decision-makers. Influencer marketing can help simplify the process by providing decision-makers with valuable insights and recommendations from industry experts. Influencers can also help establish trust and credibility with potential customers, making it easier to build relationships and close deals.
According to a study by Harvard, 90% of B2B decision-makers rely on peer recommendations when making purchase decisions. Influencer marketing provides an opportunity to tap into these peer recommendations and reach out to potential customers through trusted sources.
Best Practices for Influencer Marketing in B2B
Identify the Right Influencers
The first step in any influencer marketing campaign is to identify the right influencers. Look for influencers who have a significant following in your industry and who have established credibility and expertise.
Develop a Relationship
Building a relationship with an influencer is key to the success of your campaign. Start by following them on social media, engaging with their content, and sharing their posts. Once you have established a relationship, reach out to them with a personalized message and explain why you are interested in working with them.
Set Clear Goals
Before launching an influencer marketing campaign, it is essential to set clear goals. Are you looking to increase brand awareness, generate leads, or drive conversions? Once you have established your goals, you can work with the influencer to create content that is aligned with your objectives.
Measuring the success of your influencer marketing campaign is critical to its long-term success. Use tools like Google Analytics to track traffic, leads, and conversions generated by your campaign. The Sales Machine can also help you track the success of your campaign by providing real-time insights into your sales pipeline.
At The Sales Machine, we offer tools and strategies to help businesses measure the success of their influencer marketing campaigns. Our platform provides real-time insights on customer engagement and sales leads, allowing businesses to track the ROI of their influencer marketing efforts.