In Part 1, we examined the reasons digital influence is a powerful tool for B2B brands, including the measurable impact of B2B influencer marketing, how it addresses difficult business challenges, and integrates with your existing marketing initiatives. B2B audiences are highly engaged and working with influencers can bring your brand’s core messages to life and create stronger connections with your communities.
The reasons why B2B brands should do influencer marketing are clear – but how to do it successfully requires knowledge and skill. We’ll dive into the key components of successful B2B influencer marketing campaigns to give your brand a personality and voice and generate digital influence to positively impact your business. Just as influencer marketing continues to grow and rise, so will B2B influencer marketing experience its growth. Globally, spending in the influencer advertising segment is estimated at around €24.59 billion in 2022. Experts suggest B2B influencer marketing could account for 40-50% of the influencer marketing sector revenue over the next 3 years.
The Potential Power of Your Digital Influence
Establishing digital influence means communicating information, ideas, and viewpoints to target audiences with the potential to impact their views and preferences. Digital influence can benefit not only your brand but ultimately your audience – by helping them in their information searches and decision-making.
The Demand Gen 2022 B2B Buyer Behavior Survey describes how, “Buyers are taking the responsibility into their own hands by conducting independent, anonymous research, reaching out to peers for advice, and keeping an eye on social media.” Gartner reports that B2B buying groups spend 27% of their time conducting independent online research.
Developing your true potential digital influence requires building on every element that defines the true impact of your brand and message.
- Discover your brand’s voice
- Establish trust and a closer connection with customers and prospects
- Create a cornerstone for your organizational and commercial success
So now we’ll dive into the “how” part.
The Building Blocks of B2B Influencer Marketing
Progressively build your brand’s digital influence with a well-structured process from preparation, through execution and optimization, starting with the following building blocks:
- Purpose & Values
Define your brand’s purpose, the foundation for your brand’s voice and influence - Clear Goals
A key component of successful influencer marketing campaigns is to first of all set clear objectives and overarching goals - Credible Advocates
Identify your internal and external brand advocates and storytellers who can effectively communicate and credibly amplify your messages and boost your credibility - Storylines
Build purpose-centric storylines that allow your audiences to gain insight into your brand, become informed, and feel part of your brand’s journey - Message
Craft the different messages you want to convey to your target audiences - Digital Presence
Map the right channels and formats to reach your audiences and establish digital influence - Verify
Conduct due diligence to verify that potential ambassadors reach the right audience - Consistency & Continuity
Establish continuous learning and improvement, generating ever more benefits and growing positive outcomes for your brand - Analyze & Optimize
Measure outcomes and track KPIs
Support Complex Purchase Decisions with Knowledgeable, Credible Advocates
Let knowledgeable people speak for your brand in an authentic and credible way, boosting awareness and visibility and generating tangible returns.
B2B buyers are increasingly relying on guidance from peers throughout decision-making processes that are growing longer. The Demand Gen 2022 B2B Buyer Behavior Survey respondents indicated that the newly added processes to their buyers’ journeys include:
- Using more sources to research and evaluate purchases (32%)
- Spending more time using social media to research vendors and solutions (31%)
- Relying more on peer recommendations/review websites (29%)
Partnering with B2B influencers who can provide guidance to your prospects can alleviate some of the burdens of the purchase process.
Having the right partner is even more crucial when credibility is the key to success. Kingfluencers’ well-structured process delivers B2B Influencer Marketing in a synchronized way.
- Strong In-house B2B Community
With our extensive creators’ network, we can help you find and onboard your right influencers
- Exclusive Collaboration with Kcore Analytics
We use AI and social network structures to identify influencers from massive real-time online data
- Quality and Performance-Driven Outcomes
We assure great outcomes with rock-solid procedures and a proprietary campaign management platform with innovative AI forecasting
- Distinct Storytelling & Narrative Tracks
Working with various advocates, we can build multiple storylines and establish different storytelling tracks
- Use of Direct & Indirect Channels
Our B2B services leverage both direct (corporate channels) and indirect (via employees and others) networks on social media channels like LinkedIn and Twitter.
Selecting Ideal Brand Ambassadors
B2B influencers deliver authority, focus, and purpose. Multiplying these key attributes delivers real impact for your business. B2B Influencer Marketing campaigns must combine ambassador categories, with platforms and formats.
Making perfect influencer matches is vital. Influencer choice must align with your brand’s message and values, as well as your campaign objectives. Consider working with numerous brand ambassadors from the following categories:
Internal
- Brand leaders (C-level)
- Internal voices (your employees)
- Partners (suppliers and tech partners)
- Clients/ customers
With comprehensive training, you can turn your potential advocates and ambassadors into brand power voices.
External
- Credible category professionals
- Topic specialists
- Thought leaders with affinity
- Content creators with specific focus
It’s also crucial to work with credible influencers who are respected experts in their field. There must be a clear link between your brand and the person in order to keep your influencer marketing campaigns real. Trust and authenticity cannot be compromised upon. People connect with people and trust stories, not logos.
Target those with deep industry knowledge, individuals who can influence corporate buyers and tap into business-to-business conversations. Be sure to conduct due diligence, and consider which influencers are the right match with your platforms of choice.
B2B Influencer Marketing Success Cases
Financial service provider American Express hired a design industry blogger and a lifestyle presenter to promote acceptance of Amex credit cards to small businesses. Global technology company the Voith Group provides equipment for hydroelectric power plants. The company traveled with several energy experts to power plants in Europe and documented the tour to share on four different social networks. Würth featured carpentry on YouTube with Manni Dirsch. The tone appealed to the craftsmen and women who work with the tools and materials from Künzelsau.
Turn Presence into Digital Influence with Kingfluencers’ Full-Service Approach
Building digital influence is achieved by developing a credible narrative and activating powerful brand advocates and supporters who help amplify your message and give it additional impact. Kingfluencers delivers a hassle-free approach, with a standard process to generate the best outcomes for your brand. Our team provides you with a full service including every aspect of social media.
Author: Megan Bozman, Owner @Boz Content Marketing