It’s true that influencer marketing has become increasingly popular recently, especially among B2C businesses that focus on selling products directly to individual customers. However, it’s worth noting that influencer marketing is now gaining traction within the B2B sector as well. In the business world, having credible influencers can help brands establish thought leaders who can persuade other business owners to make purchasing decisions for products or services more easily.
According to a recent study by Toptankblog, the majority (86%) of successful B2B businesses utilize influencer marketing, with one-third experiencing increased revenue. It’s projected that influencer marketing will see significant growth in the next 12 months. Let’s explore how this works and what strategies marketers and brands can leverage.
Is B2B Business Suitable for Influencer Marketing?
Influencer marketing has been steadily growing because many brands view it as a suitable strategy for long-term marketing. Studies have shown:
Who Are the Right Influencers in the B2B Sector?
As mentioned earlier, influencer marketing relies on influencers who act as thought leaders and persuade clients or other businesses to purchase products from a brand. Therefore, selecting the right voices for your brand is crucial. For example, if a brand sells software services, they might seek out experts in that field to create podcasts, building brand awareness in the process. Alternatively, they could feature internal employees creating content.
This survey found that the most popular types of influencers for B2B businesses include:
- 77% Subject matter experts or analysts
- 56% Executives within organizations
- 48% Niche specialists
- 46% Customers
- 45% Professional influencers
- 12% General consumers
The report also identifies key characteristics of effective B2B influencers, including:
- Relevance to the target audience
- Credibility
- Specialized expertise
- Image alignment with the brand
- Multiple platform presence
- Content creation skills
- Follower base
- Professionalism
- Existing brand support
Popular Content Types for Influencer Marketing
The report found that the most popular content formats for B2B businesses using influencer marketing are:
- Webinars or online platform seminars (81%)
- Social media (74%)
- Blog posts (71%)
- Video content (67%)
- Interview content (62%)
- Podcasts (52%)
- Video lives (48%)
- Infographics (17%)
Amidst today’s fierce business competition, while the majority of space is dominated by large brands, there’s still ample opportunity for smaller brands to grow. This is possible if these brands adapt and use marketing strategies appropriate for their businesses. If you’d like to read the full report, you can find it here.
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Relevant Audience is a company providing Digital Performance Marketing Agency services, aiming to provide digital marketing services to businesses to reach target audiences looking for products or services at the right time, place, and device through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization), as well as Influencer Marketing, and we are also part of the Google Partners program.
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