By Annie Pilon
Influencer marketing has made a huge impact on a lot of B2C businesses. But B2B businesses shouldn’t feel left out. The strategy has a lot of applications for businesses that offer products or services to other businesses as well, though it might look a bit different.
Lee Odden is the CEO of TopRank Marketing, a B2B marketing agency that offers influencer marketing services. Odden will also be offering his expertise at the upcoming Influencer Marketing Days event in New York City. His keynote speech is scheduled for Tuesday, September 26 at 10 a.m.
B2B Influencer Marketing Tips
Odden shared some tips and insights for B2B businesses in a recent phone interview with Small Business Trends. Here are some key takeaways about B2B influencer marketing for small businesses.
Don’t Treat it Like B2C Influencer Marketing
When you think of influencer marketing, you probably picture popular YouTube personalities working with beauty brands or other consumer focused brands working with celebrities. But B2B influencer marketing doesn’t necessarily look like that. The general concept is the same. But the influencers, the type of content and the rest of the process can differ quite a bit.
Odden told Small Business Trends, “The difference between B2B and B2C influencer marketing is the difference in marketing to a consumer buying an impulse product and someone paying a million dollars for software. The sales cycle is different. And content is a part of both, but when you go from a 6 to 18 month sales cycle there’s a lot more opportunity for content consumption.”
Determine Who Your Influencers Are
Before you actually get started with B2B influencer marketing campaigns, you need to figure out who the popular influencers in your industry actually are. Odden says that when working with B2B brands on influencer campaigns, this is one of the first topics he usually addresses. And often, brands don’t have a great handle on who the main influencers are or what they want to accomplish.
To identify some influencers you want to work with, you can simply talk to your customers and people in your industry. You can use social media, especially Twitter search, to find people talking about your specific products or service areas. Or you can invest in tools like BuzzSumo to find specific individuals for upcoming campaigns.
Choose Specific Topics of Influence
You also need to be very specific about the topics where your influencers actually hold influence. If you have a software company, for instance, don’t just identify general tech influencers. Think about the product you want to promote and find the people who have influence on that particular topic and with the decision makers who are likely to actually purchase such a product. For instance, if you’re releasing a new bookkeeping software, focus your efforts on individuals who have influence with finance managers.
Create a Plan for Content
Then of course you need an idea of what form the content you create will take. There are so many options for this. You can opt for Go to the full article.
Source:: Small Business Trends