You've seen influencers promoting "awesome" health drinks or a new makeup lines, right? Well, these campaigns have been effective for retailers. In fact, a Twitter and Annalect study found that almost half of Twitter users rely on influencer recommendations. But could influencer marketing have a similar impact on business-to-business marketing campaigns?
Yes, because when you market to businesses, you market to the people behind those businesses. So you're still trying to connect with humans and convince them to choose your solution or service.
It's important to remember that you won't be able to carry out business-to-business influencer marketing exactly the same way as you would a business-to-consumer influencer marketing campaign.
Here are some effective tips to follow if you want to run a successful business-to-business influencer marketing campaign:
1. Find out who influences your audience.
Make a list of people whom you consider influential in the relevant industry. For example, if you're selling a tool designed for digital marketers, you need to look for influencers in digital marketing. Your list may include contributors to relevant industry publications, conference speakers, industry leaders, etc.
This is one of the first and most important steps to any influencer marketing campaign, regardless of whether you're business-to-business or business-to-consumer. Not all influencers have an impact on your target audience. And if you choose to work with the wrong ones just because they have massive following, you might be unable to experience the full benefits of influencer marketing.
2. Get influencers to contribute content.
Influencer guest contributions are an excellent way to provide valuable and fresh content to your audience. The influencer gets a chance to showcase their expertise to a new audience, and they can help you in promoting the content and driving traffic to your site.
One example: Olark.com uses this tactic to enrich their blog and engage their readers. Since Olark is a live chat app that businesses can implement on their website, their blog audience comprises of business owners and entrepreneurs.
So they accept guest posts from CEOs and founders of other tools and applications that provide business solutions. For example, one of their contributors is Daniel Kohn, who co-founded SmartMail.
3. Interview influencers.
Even if you can't get influencers to make a contribution to your blog, you can still channel their influence by interviewing them. There are two options for this. You can do a full-fledged interview with one influencer.
It may not always be easy to get an interview with top influencers. But even if that's the case, you can still create content inspired by the influencer's previous interviews or speeches like Inc.com regularly does with influential people like Warren Buffet and Tony Robbins. You can either publish the content in the form of a blog post piece, a video content, or a webinar.
The other option is to create a roundup post with experts in the relevant industry like how RankWatch has done with influencers like Rand Fishkin and Neil Patel. This is an excellent method because the influencer won't have to spend too much time providing you with their insights. They'll just have to respond to you in a few sentences and you can turn that into something more valuable.
Plus, you'll be engaging multiple influencers at a time, which guarantees optimum promotions. The influencers can share the published content with their followers, which will bring visibility and drive traffic to your site. In fact, the RankWatch expert roundup post has received more than 3,400 Facebook likes to date.
These are three of the most effective tips to help you run a successful business-to-business influencer marketing. Remember to prioritize on finding the right influencers to ensure better effectiveness. Got any questions? Let me know in the comments below.