Strengthening B2B Marketing with Influencer Marketing
Influencer marketing leverages trusted personalities to promote products, enhancing brand credibility and expanding reach to targeted audiences. This approach drives higher engagement and builds authentic connections, as followers view recommendations from influencers as more relatable and trustworthy.
Content Marketing Institute contributor Michael Estrin has published an article featuring useful ways to employ influencer marketing for b2b marketing success.
He says, “B2B marketers need to follow a different game plan when working with influencers. It starts with making informed decisions about who to partner with and how to position your efforts for optimal success. Use these expert recommendations to guide you.
Choose your influencers wisely
B2B influencers come in two flavors: internal and external. Often, B2B marketers will use a mix, but each has a role to play, says Pam Didner, a B2B marketer, author, and speaker.
“Internal influencers should be subject matter experts,” Pam says. “An external influencer is a thought leader in your space — someone you want to collaborate with.”
Collaborations with thought leaders can be tricky, though, because thought leaders have their own business needs to consider. That’s why B2B marketers need to put a lot of care into screening and preparing the influencer for their campaigns.”
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