A new report finds that 86% of B2B brands are successful with influencer marketing. Learn more about what’s working for them.
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Influencer marketing is a form of advertising in which an influencer posts content about a brand on their social media account and shares it with their followers. The goal is for the influencer to create valuable content that will increase the likelihood that consumers engage with your product or service.
Influencers can provide the following benefits:
Higher reach: Influencers can easily reach thousands or even millions of people because of their influence over their followers.
Increased engagement: Users are more likely to engage with content an influencer shares because they trust them and feel like they know them personally. This means that if you have a highly-engaged user base, these users will be more likely to share your content with others.
Higher conversion rates: Because you’re reaching more people at once (and seeing higher engagement), it’s likely that more people will convert after visiting your content.
B2B influencer marketing is a proven way to increase sales, but it’s not the only way.
The most effective B2B influencer marketing campaigns focus on providing an exclusive experience for your audience. This means you should be able to offer customers something they can’t get anywhere else. For example, if you’re selling a software solution, you could host an on-site training session with a top-tier influencer. Or, if you’re selling marketing services, you could provide free consultations with someone who has successfully used those services in their own business.
These types of experiences are what make B2B influencer marketing so powerful. Once your audience knows they aren’t getting something like this, they’ll likely buy into your offer!
The study surveys B2B marketing and communications professionals about their results with influencer marketing:
- 86% say it’s either moderately or very successful
- 72% say it helped improve brand reputation
- 70% say it improved brand awareness
- 56% say it helped generate new leads
- 33% say it was a direct revenue generator
B2B influencers have a large follower base, but they also have the power to influence their followers. They can motivate them to take action or buy a product or service from their website.
B2B influencers are usually business owners, CEOs, or founders of companies. They share valuable information about their products and services in hopes that their followers will learn about them and buy them at some point.
- Industry experts and analysts (77%)
- Internal executives (56%)
- Niche experts (48%)
- Customers (46%)
- Professional influencers (45%)
- Employees (42%)
- Prospects (12%)
Top Qualities Of A B2B Influencer Mentioned below
A B2B influencer has the potential to drive awareness, generate leads, and help your business stand out. With this in mind, it’s essential to understand what makes an excellent B2B influencer.
To get a better grasp on what makes an excellent B2B influencer, we’ve compiled a list of the top qualities that you should look for in an influencer:
They’re credible. An influencer with a large following is likely to have built their reputation by consistently producing quality content on relevant topics. If someone is asking you for advice but can’t provide proof of their online presence, they may not be credible enough for you.
They’re consistent. If influencer posts regularly, then you can expect them to continue posting consistently over time — even if that means posting less frequently at first, as long as they eventually return after taking some time off!
They follow best practices for social media management. A great way to tell if an influencer follows best practices in social media management is by checking their profile’s “About” section; this will show you how often they post new content and where they publish it (Facebook, Instagram, or Twitter).
While the B2B influencer marketing landscape is growing, many companies still struggle to find the right kind of content. Knowing what’s suitable for your company and your audience can be challenging.
This article will look at what types of content work best for B2B influencer marketing. We’ll also discuss their work and how to get the most out of them.
- Webinars (81%)
- Social media (74%)
- Blog posts (71%)
- Recorded video (67%)
- Interviews (62%)
- Podcasts (52%)
- Live video (48%)
- Case studies (38%)
- Industry (33%)
- Interactive content (31%)
- Third-party analyst (29%)
- Social audio (22%)
- Infographics (17%)
B2B influencers have an excellent opportunity to raise their visibility, grow their customer base and increase sales.
Influencers are more credible than traditional brands, consumers trust them more, and they have the power to change people’s minds.
Most influencers in B2B are bloggers, vloggers, and social media stars who have built a loyal following through sharing content relevant to their audience and interests.