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Business-to-business (B2B) Model in Influencer Marketing

Is the B2B model suitable for you? You have always wanted to use it within influencer marketing but you do not know where and how to start? Read this latest article at to start your adventure with business-to-business in social media marketing!

With many of the traditional business-to-business (B2B) marketing tools like networking, events, trade shows, and conferences shut down due to the pandemic, B2B enterprises have had to expand their ideas on how to reach new leads and grow their businesses. Over the past decade, influencer marketing has been a strategy traditionally employed by business-to-consumer (B2C) and direct-to-consumer (D2C) brands and businesses. However, after seeing the high ROI afforded by partnering with online experts, B2B enterprises are harnessing the potential of influencer marketing to scale their businesses and earn trust.

Initially, some B2B marketers may have hesitated to invest in influencer marketing because of an outdated image of what being ‘influencer’ involves. In the plainest terms, an influencer is a trusted expert with an engaged online audience. That expert has spent time and energy cultivating an audience who is invested and excited about what they have to say.

B2B marketers who have moved their budgets towards influencer marketing over more traditional channels are seeing many benefits, such as: 

  • Including the advantages of being directly associated with high-value thought leadership and expertise;
  • Having higher value leads and lower cost per lead;
  • Reaching a higher ROI than traditional advertising;
  • Getting an opportunity to re-brand or pivot and an ability to work around adblockers;
  • Having more relevant top-of-funnel traffic;
  • Developing valuable relationships, and increasing their awareness and reach.

Developing a long-lasting B2B strategy that maximizes ROI is not an easy task, but not impossible. 

How To Build B2B Strategy That Maximizes ROI

Here's how you can build a successful B2B strategy that will provide higher ROI.

First KPIs, Then Search For Influencers

Before you run a talent search, it's important to define both your short-term and long-term campaign goals. Whether you are hoping to increase brand awareness or you want to increase the number of sign-ups for an online event, understand what metrics you will need to measure to determine the success of your campaigns. B2B influencer campaigns can be incredibly valuable in creating meaningful touchpoints in every part of the marketing funnel. From top-of-funnel lead capture to establishing thought leadership with top-tier audiences, to driving last-click conversions, you need to understand your goals at each step and communicate those goals with the influencers you partner with.

The Strategy of Your Content Has To Be Interesting For B2B Influencers

Once you know your overall goals, it's time to decide what kind of content you want to see influencers create for those campaigns. These could include activities like speaking at virtual events or meetups, creating original video content, providing quotes for white papers and reports, writing original thought leadership pieces for your enterprise’s blog or newsletter, amplifying your existing content via the influencer’s social channels, or participating in a panel discussion.

All these content ideas can be promoted and amplified via the influencer’s social media as well as on yours. Keep in mind that one of the reasons marketing teams love working with influencers is that it can take the cost of content creation out of the brand’s pocket.

Remember The Audience Too!

Of course, you will want to select influencers who have genuine expertise in your desired area, but that must also be backed up by an audience who cares about that thought leadership. When you partner with an influencer, you're paying for access to their audience. You're essentially taking a shortcut to gain the trust of those followers by aligning yourself with the expert they know and follow. It's also important to note that certain audience demographics can make or break the success of your campaigns. For example, if an influencer has an audience that skews to an age that doesn't fit your targets, or if they have a high concentration of followers in a local market that doesn't align with your goals, it can lower the efficacy of your efforts. The opposite is also true; if you mindfully partner with influencers whose audiences align with your target demographics, you are going to be ahead of the game before your campaign even starts.

If you choose, you can leverage technology to quickly and easily discover and filter influencers who fit your goals. You can also find influencers whose audiences already have an affinity for your brand, company, or enterprise. It's all about getting as specific as possible in order to drive the highest possible ROI.

Long-term Partnerships Are Worth Investing In

There is an overall trend in the influencer marketing industry that shows long-term partnerships with highly-researched influencers are performing better than ‘one-off’ campaigns. This holds true for B2B campaigns as well. In a survey made by TopRankMarketing of 300 B2B marketers, 60% who use ‘Always-On’ influencer marketing programs report that those campaigns are “very successful” vs. 5% who only use periodic, ‘One-Off’ campaigns. The same survey reported that 96% of B2B marketers that engage influencers consider their programs to be successful in driving real ROI.

B2B Influencers Are Hotter Than Ever!

It's undeniable that the pandemic has completely shifted the way we communicate and interact. With the vast majority of business being done online, it's vital that B2B enterprises meet their target audiences where they already are - on social media. With the right tools, you can identify B2B influencers whose audiences are predisposed to love and engage with your content. No matter your marketing goals, working with online experts can quickly and effectively help you achieve them. Naturally, you can achieve all of that and much more with the use of – your favorite influencer marketplace!