The playbook for B2C influencer marketing
is generally well-known, but for B2B? That requires specialized expertise.
Unlike B2C audiences, B2B buyers don’t need quick, one-off endorsements. B2B’s lengthy sales cycle, large buying groups, and significant price points make the influencer equation very different.
That’s not the only thing to take into account. Many B2B buying groups are now multi-generational, meaning that the influencer strategies that may have worked three years ago will fall flat today.
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.
Instead, 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.
B2B companies are also uniquely positioned to benefit from storytelling-based influencer campaigns. These involve working your brand into the influencer’s own experience or story, creating more genuine, satisfying, and valuable content for your audience.
And 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 B2B 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
- Influencer guidance and crisis management
- Campaign results analytics and analysis