Why Do B2Bs Need Influencer Marketing?

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Despite influencer marketing’s proven track record when it comes to B2B reputation building, many B2Bs are still unsure of how influencer marketing can work for them. 

After all, B2B buyers don’t need quick, one-off endorsements. The sector’s lengthy sales cycles, large buying groups, and significant price points make the influencer equation very different.

And that’s not the only thing to take into account. Many buying groups are now multi-generational, meaning that a single influencer strategy won’t work for everyone in the buying group.  

Millennials and Gen Z don’t want that “Instagram-perfect” look, nor do they place much stock in the mega-influencers of the world like Kylie Jenner or Selena Gomez. Mega-influencers may have massive followings, but the chances that a significant portion of those followers want what you’re offering? Negligible. 

What do B2B audiences want from influencer marketing? 

Today’s audiences crave authentic endorsements from influencers they trust, regardless of the size of their following. That might mean that working with a nano-influencer—someone who has between 1,000 and 10,000 followers and is highly relevant to your niche—may net you a much higher ROI than chasing a less relevant influencer who has 50,000 followers. At Zen, we focus on engagement and audience—not on follower counts.

B2Bs are also uniquely positioned to benefit from storytelling-based influencer campaigns, which are what most users now want to see. 

Rather than product placement-type content that used to be typical of influencer marketing (and still is with, say, celebrity or mega-influencers), storytelling-based content involves working your brand into the influencer’s own experience or story, creating more genuine, satisfying, and valuable content for your audience. 

B2B marketers should also note that Influencers today don’t have to be personalities outside your brand. Your employees can be a major asset when it comes to spreading your message online and connecting you with new potential customers. For example, employee re-shares of company-posted content have more than double the click-through rate of the original post. 

No two brands are the same, and no two influencer campaigns should be, either. That’s why we work with influencers to create messaging ranging from single promotions to extended story-based campaigns that unfold over time.

How can influencer marketing help your brand? 

  • Significantly amplify your online reach 
  • Increase customer trust and loyalty
  • Break into new markets
  • Support digital PR efforts
  • Further your brand’s storytelling 

Influencer services we offer: 

  • Identification and vetting
  • Campaign development
  • Relationship-building 
  • Influencer guidance and crisis management
  • Campaign results analytics and analysis

If you’d like to explore the potential of influencer marketing, give us a call!

Let’s talk.

Our clients are smart, thoughtful, & forward-thinking.

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