FIVE STEPS TO A SUCCESSFUL B2B INFLUENCER STRATEGY

Most business to business (B2B) marketers use content marketing to attract new business and maintain a strong brand presence online. It’s no surprise that the B2B industry is now exploring if they should execute influencer campaigns to support their strategy as well.

B2B marketing, however, takes a vastly different approach than business to consumer (B2C). Unlike consumer facing brands, B2B marketers are not targeting a massive audience. They are trying to connect with a niche group of prospective clients, composed of senior decision makers.

INTRO

Why should B2B brands use Influencer Marketing? 72% of consumers look to respected industry peers for

recommendations on purchasing decisions.

https://www.sproutcontent.com/blog/developing-an-influencer-marketing-strategy-for-your-b2b-company

Learn how to integrate an influencer campaign for business-facing brands with our Five Steps to a

Successful B2B Influencer Strategy.

FIVE STEPS TO A SUCCESSFUL B2B INFLUENCER STRATEGY

Set Objectives

Define Target Buyers

Identify Industry Leaders

Connect with Influencers

Strategize with Influencers

Before you start building an influencer strategy, outline your campaign goals.

What does your brand want to achieve? Is it awareness? Leads? Sales? Set measurable, time-based objectives to guide your campaign.

To receive a substantial return on your influencer spend (ROIS), you must first clearly identify what you are trying to accomplish in the B2B space.

SET YOUR OBJECTIVES

Like any marketing strategy, you need to identify who you are trying to reach.

Clearly define your target buyer’s persona. Analyze what kind of business would purchase your products/services, and the demography of their senior decision makers.

Gaining insight into the characteristics of your prospective clients’, from behaviour to interests, will help you better qualify influencers for your campaign.

DEFINE YOUR TARGET BUYER

Who has a loud voice in your industry? What about you target buyer’s industry?

Unlike B2C influencer strategies, B2B influencers are identified by their expertise, reach and engagement in a specific field.

If your target audience respects your influencers as thought leaders, the endorsement of your brand will have a meaningful impact on buyers.

IDENTIFY INDUSTRY LEADERS

So you’ve built a list of B2B influencers, now what? Whether you’re taking a one-to-one outreach approach or using an influencer marketing software, it’s important to craft a pitch that will appeal to your potential partner.

Create an appealing offer that is clear, concise and distinctly demonstrates the value of the partnership.

Consider what kind of compensation model will best motivate your influencers to work with you.

CONNECT WITH INFLUENCERS

After your contract is signed, strategize with your new partner.

Give your influencer the opportunity to provide input on how to best execute content and achieve results. They have a deep understanding of what drives engagement in your target buyer’s community.

Remember, their viewed as experts in your industry for a reason. Trust them.

STRATEGIZE WITH INFLUENCERS

Influencer campaigns aren’t a marketing strategy exclusive to B2C brands. B2B brands can drive meaningful results with an influencer

integration by following our five step process.

We are leaders in influencer marketing. Influicity is a tech company enabling marketers, agencies, and publishers to manage & scale their influencer operations.

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