Global Marketing

B2B Influencer Marketing

According to Pew Research, millennials will account for 75 percent of the global workforce by 2025. As the millennial generation continues to grow, B2B brands will need to shift their global marketing strategies to cater to this growing age group in the business world.

Studies show that millennials respond less to traditional marketing and old advertising techniques such as TV and print. Over time, they have become more discerning than ever and can circumvent irrelevant data with greater ease. Because significantly more people trust recommendations from individuals over brands influencer marketing can be a powerful tool to earn trust. According to Social media experts, “94% of B2B marketers who’ve tried influencer marketing feel it’s highly effective.”

What is Influencer marketing?

Influencer marketing is a form of social medial marketing that uses external content creators, or influencers, to advocate and engage with a brand's message. These influencers have established a loyal following among niche communities. A significant reason why influencers have proven to be a great investment for brands is because of the amount of trust they have built up in their following.

What can Influencers Offer?

As media increases around the globe, brands need to find ways to stand out in the social noise and find new ways to tap into foreign markets. Deploying social influencers into your B2B global marketing strategy can help address this challenge.

 Influencers can help establish thought leadership. By connecting trusted industry voices with internal executives, brands can drive credibility, differentiation, and leadership. Common ways to do this are through webinars, live stream videos, or podcast interviews. Influencers can also help brands access and leverage invaluable networks and professional contacts that brands would not otherwise be able to accumulate. 

Influencers can help establish professional credibility for brands by identifying the subjects that matter to customers the most. Brands can work with experts that are well respected on the topics of influence.

How to find the right B2B Influencers

If you do not find the appropriate influencers you might not be able to attract the appropriate target audience. Here are some steps to follow to find the right influencers for your campaign:

  1. The first step is to create a B2B buyer persona if you have not done so already. This will help you better understand the B2B buyers you're looking to target.
  2. The second step is to research the companies that you predict would best fit the services you offer. It would be helpful to investigate who they follow on LinkedIn, which organizations they are a member of, which websites they visit, etc. This will give you a good idea of what kind of content you will need and which industry influencers to reach out to.
  3. Next, develop a content campaign aimed at the influencers you are targeting.
  4. To drive more awareness to a larger set of buyers, assemble a secondary marketing campaign for the influencers.
  5. Lastly, it is important to measure the success of the campaign by analyzing the key metrics relating to reach, sales, and brand awareness.