The Power of B2B Influencer Marketing
Influencer
(n.) someone who affects or changes the way that other people behave.
When we considered the definition of an influencer in the past, maybe someone in pop culture came to mind such as when a favorite actor suggests a new hair product, and suddenly you are interested. The idea can be alarming - how can we be so easily swayed by someone? And what about them makes us listen and act? These are normal questions and they become even more critical when asking through the lens of influencers in B2B, a new and growing opportunity. Anyone can join the Internet, create a platform, and become an “influencer”. But in the B2B world, the right influencer is crucial to bolstering a brand’s visibility, reaching their target audience, and ultimately impacting their purchasing decisions.
Influencer
(n.) a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.
Does this definition make you a bit more intrigued on what they could do for your B2B business?
A new survey found that influencers have, to an extent, replaced mainstream media. About 21% of US adults—and nearly 40% of adults under 30—now get their news from individual creators, according to a Pew report.
Pew surveyed 10,000 adults and studied 500 news influencers, or people who regularly post about the news and have 100k+ followers. Some of the biggest takeaways:
● About one-in-five Americans – including a much higher share of adults under 30 (37%) – say they regularly get news from influencers on social media.
● There’s a wide gender gap. The study found 63% of news influencers are men, compared to 30% who are women.
● Most (77%) have no affiliation or background with a news organization.
So, let’s apply what we have learned to the B2B space.
With the growing sphere of technology, everybody who has a mobile device is on the Internet. People sharing photos and life updates, friends chatting from around the world, and information being obtained at our fingertips. Once companies understood that they too could join the World Wide Web, they began selling their products and services - fighting for their chance to become the company that customers remember in a sea of competitors and distractions.
But humans no longer want flashy advertisements. If you see a big blue ad pop up on your computer screen ten times a day for a new ‘breakthrough’ solution for your business, you’d likely angrily click out of it each time and never think about that company again. But if a human was telling you to purchase the solution, your interest will likely pique.
Forbes states that “[c]licks on paid display advertising have crashed to an average of 0.47%.” With so much to see at our fingertips 24/7, we crave something different - something more human. This is where the power of influencer marketing comes into play, especially for B2B brands. B2B brands compete in a world of sameness, and influencers have the human touch and connection that ads cannot achieve.
By embracing the rise of B2B influencer marketing, you foster a trusting relationship with your customers. “The fundamental psychology of trust,” according to Forbes, is that “customers prefer peer recommendations.” Using an influencer – a trusted expert in your respective field or industry who can influence potential buyers - to market your B2B brand can create the credibility needed for your target audience to make a purchase decision.
Just as you might be less inclined to buy that ‘breakthrough’ solution if the ad was constantly on your computer screen, you might be just as uninterested if someone you didn’t know recommended it versus hearing the benefits from a trusted business peer. The right influencers can accelerate brand preference for your company. They boost the character and integrity of your brand and help bolster preference and consideration for your products and solutions.
How does your B2B brand leverage influencers for marketing?
In our next blog post, we’ll share how we helped a client in a niche industry reach nearly 1 million decision makers, generating multiple business leads and resulting in recaptured and net new recurring revenue. If you can’t wait, here’s a preview: https://www.chirppr.com/b2b-influencer-marketing-case-study
B2B influencer marketing is just getting started. We are anticipating more questions and conversations happening in 2025 and beyond. What B2B influencer questions are top of mind for you? Want to talk in more detail? Give us a Chirp!