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How To Do B2B Influencer Marketing in 3 Simple Steps

WRITTEN BY SAIFUL ISLAM |  Updated On Friday, January 11, 2019;
7 Minutes


B2b marketing isn’t easy.

It can be time-consuming (with some estimating it takes approximately 6 months before you see any form of results), expensive, and not always easily accessible.

But did you know, it’s estimated, according to the website Convince and Covert, 91% of B2B transactions are at least influenced by word of mouth?

SoInfluencer Marketing, is it the solution to scale your b2b marketing efforts?

Even though Influencer Marketing is traditionally associated with b2c, with b2b purchase prices dwarfing that of its b2c counterparts, we believe Influencer Marketing is an essential tactic in your marketing efforts – especially if you want to shorten the route to accessing the customers you have.

1. Utilise Your Loyal Customers As Advocates

Before you start, you need to know who you’re targeting.

If you’re targeting small-to-medium businesses to spend more with you, you could provide credits or promotional offers to current high spenders and those who use your product or service successfully, in exchange for a testimonial.

Then use these testimonials “eg. I used John’s services (where John is your business), to grow my business by X amount”, or “John’s Business really transformed the success of my business” and use these to target John’s competitors, or lookalike audiences via Facebook ads.

TimeWarner did this extremely effectively to promote their business class services.

2. Do A Round-Up Post With Business Influencers to Catch the Attention of Others

When targeting CMO’s of global enterprises/fortune 1000 companies who may already be your customers, it can be tricky as they may not want to let their competitors know what is helping them solidify their market dominance.

However, what would work is creating a series that maybe highlights the top “Business Influencers/leaders” in their industries.

This would be a content series that would work in collaboration with the business leaders who are already your customers and just asking them about their role – purely with the desire of recognising them as an individual, someone with a position of leadership and success.

This creates association and awareness of them as a business leader (and most likely they will share this piece of content amongst their own networks / social media), and because they are more so than not, well connected with other business leaders, this will be great for an awareness stage campaign for your own business, as well as solidifying relationships with current thought leaders to hopefully spend more with you too!

3. Targeting Thought Leader Publications and Authors

This is great as you’re targeting the communities of the authoritative individuals or websites.

Influencers can be pages or individuals too.

So we’d recommend targetteting websites with huge viewership, of the right persons, such as:

Marketingweek.com, inc.com, entrepreneur.com, forbes.com.

If their already existing customers of your services (for example their most likely would be a Facebook ad customer), and if that’s who you work for and have the authority to make decisions, we’d recommend directly reach out to their Maybe you can offer them a discount / on Facebook ads in exchange of ad placement etc themselves, or just target the users of the websites via ads.

If your business has a large publication as a customer, then utilise this approach.

On top of this, we’d target their social pages (Facebook pages etc), as naturally the people who are interested in these pages are people in business themselves.

Also, we’d combine this with finding thought leaders for different industries, and collaborating with them to target their communities authentically.

One tool we’d recommend to help identify influencers is Onalytica.

They have a platform that allows for both bio and content search.

So, if you are looking for an Influencer, say an editor, journalist or engineer, who is discussing “artificial intelligence,” you can find them quite easily and preview the content in real time (with the aim of capturing their audiences who would be interested in artificial intelligence perhaps).

Or you could even target the writers and contributors of these sites and offer them an exchange for a mention in an article perhaps.

Check out this case study here for a great example of this. 

Conclusion

Business isn’t easy.

It can be even more difficult when you’re business to business.

So trying new things can be daunting.

So what is the best way to limit risk?

Follow the steps that have worked for others.

And this is what you’re doing here. You’re utilising a methodlogy that has worked for decades – because that’s what Influencers marketing essentially is – it’s word of mouth marketing, just at scale.

So why wouldn’t you want to have the right conversations?

Because if you do, there could be thousands of clients a year waiting for you.

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