Why You Should Set Your Focus on B2B Influencer Marketing?

One of the many assets of B2B marketing that have been highlighted is the B2B influencer marketing approach. As the years go by and the digital marketing world develops and goes only forward at the speed of light, there have been made many studies that show a vast difference between referral marketing, influencer marketing, or marketing your business during ads.

Starting from a very logical point of view, when you’re watching something you don’t want to be interrupted by an ad, whatever the content of the video you’re focused on at the moment.

As most of us function in a very similar way this means that it’s more likely that we would believe a close friend or we would rely on consumers’ reviews when we want to learn more about some new products or services. So as statistics have shown the percentage of a referral goes up to 90% and the consumer’s review goes up to 70% which is a pretty high percentage amount.

Even if you’ve designed an ideal commercial for your product it doesn’t necessarily mean that your ad will get you higher purchases of your services or it will yield more clients, this means that you need to focus more on finding an influencer that fits your brand and that can promote your business via LinkedIn.

Finding the Perfect Influencer for Your Brand

Increasing brand awareness and brand reputation can be easily done by hiring a respective influencer that is closely related to your brand. At the beginning of your brainstorming about who will be the ideal influencer for your company you can be confused about where will you start, but if you think just a little bit deeper you’ll be able to see that influencers are in each sector.

Many professionals can be found in the fields of managers, founders, executives, customer care specialists, etc.  Anyone that has a high interest in a particular niche, it’s an expert in this specific field, owns a vibrant network and it’s active on the LinkedIn platform can fit your needs.

This is your ideal profile of an influencer that can actively promote your brand through product reviews, creative but professional posts, blogs, white papers, and webinars for explaining all the details related to your services.

SMB and SME businesses prefer focusing on lead generation B2B campaigns where the high point is placed on the influencers which will help to generate these new leads into prospects and turn them into potential customers.

Statistics state that 80% of instances use the lead gen B2B campaigns and only 20% are focused on campaigns that exceed brand awareness.

How to Conduct Proper Campaigns?

When you choose to go with lead gen campaigns there are certain types of content you should be using, so the first and the most used type of content are the webinars, videos, blog posts, and trial giveaways.

Webinars are used at the greatest rate with 47% because they’re open for everybody and highly educative for everyone interested in learning more about a specific topic, or a field in their business that can bring them more knowledge and can improve their strategy.

Most of the agencies prefer that they do the whole job, from the beginning until the end, meaning executing the whole campaign, giving briefs about the way the campaign was created, and conducted. Also choosing the right influencer that will advocate the services and products of the company with the highest efficiency.

For the campaign to be effective you need to include at least 10 micro-influencers and there it has to be an efficient network going from 20,000+ followers. Micro-influencers that vary from 1000 – 8000 followers are very useful because they expand the reach and engagement on the platform, if your campaign fulfills all of these terms you know that your strategy was successful.

What to Expect?

• B2B Influencer marketing campaign can attract 40% of content impressions from the entire size of the LinkedIn network
• The B2B micro-influencers posts will show an increasing rate moving from a 3% up to a 6% engagement rate and a 1% up to 2% of CTR that will gain the profile only highly qualified leads
• The conversion rate can raise from 10% up to 20% by B2B micro-influencers engaged in the lead generation campaigns
• Micro-influencers fit the ideal customer profile and are 100% identifiable

Conclusion

B2B lead generation influencer marketing is a fresh trend in the digital world, and there would be some time that businesses and professionals start to accept this concept for B2B marketing as an effective strategy for increasing brand engagement. This marketing campaign and the implementation of influencers can bring very positive results in the future for many companies that will decide to follow this way of conducting engagement campaigns for further business growth.

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