Why Your B2B Needs Influencer Marketing
B2B Influencer marketing drives greater credibility and visibility for B2B companies. It is about creating constant engagement through content and building a long-term relationship with your customers.
Many B2B companies desire credible recognition, thus influencer marketing is a useful tool for them. Once you look at the following stats, you will not ignore the likely effect of a B2B influencer marketing strategy.
1. Influencer Content Provided Great ROI
According to a study led by Nielsen Catalina Solutions, the content created and shared by influencers provided 11 times higher ROI than the average display advertisements after one year. This means the influencer content has about 4x the ROI from traditional ads.
When a trusted Influencer talks about the benefits of your product to better-informed potential consumers, it will eventually lead to more sales.
2. Influencers Help Communicate Your B2B Product in an Easier Way
B2B products may be complex, thus it is sometimes challenging communicating the advantages of the product. Here is where you need your influencers the most since people confide far more in a genuine influencer than they do in brands.
For instance, the influencer marketing strategy of LaCie is to collaborate with social media influencers. Their ambassador Ben Brown, who is a popular vlogger and Instagrammer, explores interesting places featuring LaCie, and publishes about it on his Instagram.
3. B2B influencer marketing allows your brand to tap into the authority of the influencer
If the customers respect the influencers, they are likely to look at your brand in a more confident light. Influencers know well their followers and know what type of content works best for them. The respected influencers will paint a flattering picture of your brand and make it more desirable.
WeWork is a co-working startup that supplies businesses with office space. They collaborated with several of their members and J.Crew to highlight their community and the difference that these entrepreneurs are creating. Working with other businesses is a great way of expanding your reach, while creating meaningful partnerships.
4. Types of B2B Marketing
The influencer’s opinion and voice comes across as more authentic than a commercial or banner advertisement for your product. A good example of this is American Express, which invests greatly in its influencer B2B marketing. They collaborate with influential bloggers such as Emily Henderson to reach small businesses. Their campaign “Love my Store” aims to clarify that even a small business accepts credit card and to promote their brand, received 5 million impressions and 400,000 Amex decals.
They employ many influencer-marketing campaigns for gaining both consumers and corporate clients. From collaborating with celebrities to micro-influencers, American Express is extremely successful at influencer marketing.
5. Influencers put you in touch with an audience you otherwise could not reach
Finally, B2B influencer marketing helps your brand to reach a larger audience. Video Fruit is a company that coaches businesses how to grow their email lists. Their founder, Bryan Harris, wrote a guest post on an influential website. The post exposed him to an audience he would not have been able to reach on his own. They received 1,086 visitors with this post (the average visitors were 285 before his post). Also, in 2 days, 215 people subscribed to his website.
Concentrate on influencer marketing; maintain a great relationship with the influencers and your brand will be promoted in the best possible way.
In/Spree Brands makes the collaboration between brands and influencers quite easy. You can choose from thousands of incredible influencers who will drive proven results. We offer you a perfect influencer marketing campaign, schedule a demo with us here.
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