4 Reasons Why B2B Companies Should Consider Influencer Marketing
Few may have escaped the fact that influencer marketing is a channel on the rise. Most people probably associate the channel mainly with consumer marketing, ie B2C, but also for B2B companies, influencer marketing can be a powerful tool for reaching their target group. Here we list four reasons why even B2B companies should consider influencer marketing as part of the market mix.
People are influenced by people – regardless of industry
Influencer marketing is based on the idea that the most effective marketing is when you hear it from someone you trust and actively follow. This philosophy applies no matter what you work with. That is, whether you work with B2C or B2B, there is a built-in mechanism in us humans that causes us to be influenced by people we relate to and trust. This digital word-of-mouth that influencer marketing enables works just as effectively in B2B – even here it is people we are talking about. Of course, it is important to take into account that the purchase price looks different and therefore adapt your strategy accordingly.
The B2B buyers of the future grew up in the digital media landscape
As younger generations, such as millennials and generation z, rise to decision-making positions, it becomes increasingly important to include influencer marketing in their marketing strategy – even for B2B companies. These people grew up with social media and are used to following influencers in various areas of interest, both work and private. To keep up and reach your target group, it is important to dare to think new and challenge old ways of thinking – otherwise there is a risk that another supplier, who communicates with the buyers on their terms, becomes more relevant. Think about it: are those fairs and events that you travel the world to attend still profitable – or are there other, more effective, ways to reach your target audience?
Influencer marketing can complement and strengthen your other channels
To succeed with influencer marketing, it is important not to see it as a single channel, but as an integral part of the market mix. When it comes to B2B contexts, there are several ways influencer marketing can complement and strengthen your other channels, such as social media and paid search traffic. Since the buying price for B2B is generally relatively long, ranging from a few months to 1-2 years, it is important as a supplier to be seen continuously in the buyer’s world – then the chance increases that your brand is top-of-mind when it’s time to take a purchase decision. By appearing in relevant profiles that these people actively follow, while appearing in their social feeds and when they google on related keywords, you certainly increase the chance of getting their attention in the long run.
You still have a chance at first mover benefits!
Finally, another reason why you as a B2B company should consider testing influencer marketing today is that there is still a chance to gain first mover benefits. In B2C, there are several examples of companies (eg Daniel Wellington, Ideal of Sweden and Nakd.com) that have managed to gain enormous competitive advantages – thanks to the fact that they were out early. Take the opportunity to take the lead in your industry and see it as a possibility, rather than an obstacle, that this with influencer marketing in B2B is still relatively untrodden ground.