If you are considering how to market your B2B business, no doubt the concept of influencers has crossed your radar, but maybe you haven’t taken it seriously. Are influencers still the right choice?
We would say so. Affiliate marketing is more affordable, more accessible, and more effective than traditional forms of marketing. Still not convinced? Take a look at our guide on how to do B2B influencer marketing right.
How is B2B Influencer Marketing Different From B2C?
There are a lot of similarities between partnering with a B2C influencer and a B2B influencer. In fact, you might find that a lot of influencers are both. After all, kids are no longer saying they want to be an astronaut when they grow up, but an influencer. So, if you’re selling some sort of software that aids content creation or a service that teaches business management, for example, your B2C and B2B clientele overlap.
However, when it comes to B2B influencers, you might be surprised to find that you are doing the chasing. You will have to do some research on what influencers fit your brand and needs and pursue them, rather than influencers contacting you to sign up to your affiliate program. But keeping track of everyone’s needs can be difficult. Keep track of your social media for advocacy here.
There is Such a Thing as the B2B Influencer
As mentioned, a lot of influencers cover B2B and B2C, but even if your core audience doesn’t aspire to be a gaming streamer or a beauty influencer, there are a lot of different options out there.
B2B influencers come in many genres. The most high profile of these are the likes of the “hustle influencers”. These are the guys that pose with sports cars and fake photoshoots in private jets. The ones who take themselves seriously call themselves entrepreneur influencers, and are more akin to offering business advice, like how to pitch, where to network, etc.
But there are plenty more examples, like small business influencers, CEOs offering advice to expand their brand, influencers that go in depth about their own industry niche, like graphic design, editing, business management, etc.
They Tend to be Micro-Influencers
The thing about these influencers is that they tend to not have as wide an audience. Even if you’re not going to even wear makeup, you can see the merits in watching a beauty influencer, for example. But if you want to watch a B2B influencer, as the name suggests, you’re most likely doing it to learn something for your own needs. That’s not to say people don’t watch out for simple entertainment. Dragon’s Den and its own star, Steven Bartlett, and his career are proof of that.
But the fact remains that these influencers tend to be lower in numbers. That isn’t necessarily a bad thing either. Micro influencers are usually the head of a niche topic, which the community looks to for advice. So even if that community is smaller, it’s far more loyal.
It means you’re going to have to switch the metrics of your business to clicks, impressions, conversions and sales to get an accurate idea of your impact.