Influencer marketing is one of the most effective ways to reach new customers and convert them into paying ones. Did you know that nearly 60% of marketers plan to increase their influencer marketing budgets in the next 12 months? In short, B2B influencer marketing is building relationships with individuals who influence your target audience and getting them to promote your brand or product.
According to a study by Dell, 74% of buyers are more likely to purchase after seeing an influencer post about it. And another study showed that when compared to other marketing techniques, this marketing strategy generates 2X the ROI.
Now that you know how beneficial B2B influencer marketing can be, consider how you can make your campaigns successful.
Do Your Research
You need to have a clear understanding of who your target audience is before you can start reaching out to potential influencers. This is crucial for any marketing campaign, but especially in this form of marketing. Once you know who you’re trying to reach, you can start researching which one has the most sway over them.
Tools like Followerwonk and BuzzSumo can help you find influencers in your industry. Both platforms allow you to search for them by keywords and location. You can also use Followerwonk to compare the one you’re considering working with to see who has the most engaged followers.
Set Clear Goals
As with any marketing campaign, you need to have clear goals in mind before you start reaching out to influencers. What do you want to achieve with this campaign? Are you looking to increase brand awareness, generate leads, or drive sales? Once you know your goals, you can start planning which expert will best fit your campaign.
Reach Out to Multiple Influencers
Don’t put all your eggs in one basket. Reaching out to multiple persons will increase the chances that at least one of them will be interested in working with you. It also allows you to compare different experts and see who is the best fit for your brand.
Offer Something in Return
Most influencers are reluctant to promote a brand or product without compensation. After all, they’re running a business too. So, if you want to work with them, you need to be willing to offer something in return. This could be monetary compensation, free products, or exclusive access to content or events.
Foster a Relationship
If you want a successful long-term relationship with an influencer, you need to nurture it. This means regularly interacting with them on social media, commenting on their blog posts, and sharing their content. By building a relationship with them, you’ll increase the chances that they’ll want to work with you again in the future.
Measure Your Results
As with any marketing campaign, you should measure the results of your marketing efforts. This will help you determine what’s working and what isn’t to adjust your strategy accordingly.
Several metrics can be used to measure your campaign’s success, including website traffic, leads generated, and sales. But one of the most important metrics to track is engagement. This includes likes, comments, shares, and other forms of interaction.
Engagement is a good indicator of whether or not your target audience is interested in what you’re promoting.
If you want to boost sales and leads, you can also look for marketing agencies that offer various marketing services, including content marketing, public relations, and digital marketing. This can help take your campaigns to the next level and ensure that you work with the right influencers.