Does Influencer Marketing Work for B2B Companies?

Amelia Neate
Senior Manager
Topic
Does Influencer Marketing Work for B2B Companies

Over recent years, influencer marketing has continued to grow in popularity – for businesses, brands, influencers and consumers alike.  

However, the coronavirus pandemic accelerated things in ways we could only imagine and now, because of that, the market size has grown, seeing its biggest jump so far.  

And, according to Google Trends, searches for the phrase ‘influencer marketing’ grow by 5000%  each month, proving its impact, popularity and worth to the world of branding, advertising and marketing. 

Predominantly, influencer marketing is recognised for its high-impact B2C campaigns. Targeting consumers and end-users, influencer marketing does a fine job of generating sales, increasing brand awareness and promoting overall growth.  

But influencer marketing can do much more than that as it is just as effective for a B2B audience, which is why many brands are considering utilising a B2B influencer marketing strategy. 

This guide will tell you everything you need to know about B2B influencer marketing, what it is, how it works, and how to find B2B influencers.  

What is B2B influencer marketing? 

B2B influencer marketing differs to that of B2C in a variety of ways. Put simply, it is the process of a business aiming to attract other brands and businesses. However, the sales process is often elongated, and the journey is much more complex. 

We live in a world where we depend on humanisation and personalisation and more often than not, the only way to do that is via human interaction. Enter, social media influencers... 

Whilst influencers are recognised for promoting products, new launches and posting on Instagram, they are also people with high levels of authority and have the ability to target specific audiences. 

What is the difference between B2B and B2C influencer marketing? 

B2C influencer marketing focuses primarily on the consumer and the end-user of a particular product or service. And such campaigns are usually run on the likes of YouTube and Instagram, with a simple link, discount code or swipe up allowing users to make that all-important purchase.  

However, B2B influencer marketing is a little more strategic and business-led. This isn’t to say that B2C influencer marketing isn’t, it’s just that B2B requires a little more of a business-based approach in order to attract the relevant audience – which is other businesses and brands. 

B2B influencer expert

For this type of influencer marketing campaign, the business and the influencers it works with, may turn their attentions to the likes of Facebook and LinkedIn. Additionally, they may just share the posts, and the campaign as a whole, over a longer period of time due to its prolonged customer journey and buying process. 

The goals of B2C and B2B influencer marketing also differ. B2B is less about making an initial sale, and more about long-term commitment, validation, education and further opportunities.  

The biggest difference? B2B influencer marketing campaigns are all about building long-term relationships and ongoing commitments, whereas B2C is a little more transactional. 

How does B2B influencer marketing work? 

Whilst B2B influencer marketing works in a similar way to that of B2C, that are a number of things that differ. 

Although B2B influencer marketing campaigns continue to share imagery, it isn’t very often that they are simple, standalone photos showcasing a brand, product or service. They tend to be a little more detailed, offering insight, education and research, so are usually in the form of infographics and charts as opposed to smiley selfies. 

B2B influencer

B2B influencers are usually experts in a particular field, or are well-known for a certain topic, and can therefore use their platform to share industry insights and opinions with research and evidence to back them up – rather than sharing what they like, love and use. 

The benefits of B2B influencer marketing campaigns 

Just like B2C, there are a plethora of ways that B2B influencer marketing campaigns can benefit a brand or business – it all depends on your end goal and what you’re hoping to achieve.  

As well as all of the benefits you would receive with B2C influencer marketing, the list of advantages continues... 

  • Access to other industry experts and professionals 

  • Honest and authentic professional reputation 

  • Opens a new network of contacts 

  • Original and authoritative thought leaders 

  • Credibility 

Examples of B2B influencer marketing campaigns 

More and more brands are seeking out the help of reputable B2B influencers, and here are just a few of our favourite B2B influencer marketing campaigns. 

VideoFruit 

After Bryan Harris, the founder of VideoFruit produced an article for a smaller, niche digital marketing publication with an established B2B audience, OkDork blog saw some pretty impressive results.  

By simply offering a new tone of voice, and fresh opinions, the publication’s page views increased by more than 500% and continued to generate sizeable results and increased conversions.   

Maybelline

Globally renowned makeup brand Maybelline utilised the power of social media and combined it with its own Fashion Week 2016 event to create a successful B2B campaign. 

Through Instagram, and with the knowledge and experts of professionals and corporate partners within the same field, the campaign received a monumental 3.9 million likes worldwide.  

All of this was achieved through the power of B2B influencer marketing! 

Tips for your B2B influencer marketing campaign 

  • Just because it is B2B, doesn’t mean it has to be boring. Make it educational, yet fun, exciting and engaging. Get people involved and have some fun with it! 

  • Make sure your content is relatable. 

  • Work with an influencer who your audience will listen to. 

  • People read reviews on businesses, brands and products more than you think. 

B2B influencer marketing is an incredible way for brands to reach even greater heights and is something that more brands and businesses should consider. 

Influencer marketing isn’t just something for consumers and end users, but it’s a fantastic way to educate others and create long-lasting relationships, showing authenticity and commitment. 

If you’re looking to work with influencers for a B2B influencer marketing campaign, then look no further.  

At Influencer Matchmaker, we work with a variety for both B2B and B2C campaigns. Finding the right type of influencers can be difficult, but our team of experts are on hand to help with your B2B marketing plan and to do all the hard work for you. 

If you’re a brand seeking an influencer to work on your latest campaign, then contact our team of matchmaking experts today by calling 02039 580427 or email contact@influencermatchmaker.co.uk.