The power of influencer marketing is being felt across the business to business (B2B) space. By developing relationships with industry influencers as well as internal subject matter experts, influential community members and clients, B2B companies can tap into resources that provide numerous benefits, especially when it comes to collaborations on content and events which automatically increase the content as well as the reach to the influencer network and communities.
Here’s a look at some ways that B2B brands can benefit from relationships with B2B influencers.
1) Expanding your reach
The influencer marketing programs help the companies, identify the key areas where there is a hot spot between the brand’s interest and the needs of the target audience which helps the companies to invest efficiently and get a good reach.
Instead of tracking the follower count of the influencers, it is better to rather make a research on how they can produce good content for your brand and how well can they digitally connect to the audience. The content can also be optimized for better reach and expansion which would be mutually beneficial for both the parties. Lastly, give them everything they require so that they can focus all their attention on the most crucial matter for both of you: their voice and it’s powerful reach.
2) Improved content quality
A great content is a combination of value, relevance and visual appeal, along with proper formatting which will help your content hit the right chords.
Influencers spend time all day in the same trench with their customers so they exactly know the nerves of their audience and partnering with them will provide more insights to the audience’s likes and needs.
These people already have a huge prominence in the outside world due to their awesome content creation capabilities ! So why go anywhere else?
3) Increased Engagement
“People are more connected with characters which are relatable to them”, this is the fundamental of influencer marketing. Influencers are followed by a set of audience who share the same taste in various aspects.
There’s a constant conversation between influencers and prospects in the market and when brands include themselves in the organization, it adds more value to the conversation, which in turn helps them create a better credibility for themselves.
4) Greater Advocacy
Brand advocates are an extension of word-of-mouth marketing. They are the set of loyal customers who market for the brand because they love that particular brand.
They don’t have that degree of influence as established influencers, but are surely as powerful as them. Instead of simply taking advantage of the free exposure and marketing potential of these advocates, taking their feedback, having an open channel of communication and engaging with them in a mutually beneficial relationship is ethically the best way for both the brand and it’s advocates.
5) Offline Marketing
Influencer marketing is exclusively carried out online is the cliche, but some noteworthy marketers think, “influence happens offline far more frequently than it does online.”
Events and ambassador programs are the most extensively followed offline marketing tactics which help greatly in brand promotion.
As per statistics, there are 84% of B2B buyers and when all of them start purchasing with a referral, then know that you are on the right path. But this surely is a tedious job and involves too many people. Third-party endorsements and sources of information that are trusted and influential can create a huge advantage for B2B companies which can automatically increase the revenue.
The power of online influencers has taken the internet and marketing industry by storm, due to their relatable content and constant contact with their followers. Companies now realize their potential and know that they can act as great advocates for brands. Hence, B2B companies need to constantly be in touch with influencers as a way of remaining in touch with their audience to boost their sales and reach.