Try These 7 B2C Influencer Marketing Tactics for B2B Success – TopRank® Marketing

Regardless of their variations, business-to-consumer (B2C) and business-to-business (B2B) influencer advertising share a number of key similarities. 

Each audiences search worth, with a robust emphasis on belief, credibility, and social proof. They’re actively engaged on-line and reply properly to related, high-quality content material. Efficient influencer marketing strategies for each segments leverage this content material to handle particular wants and pursuits, driving engagement and fostering significant connections.

That is all to say that the numerous profitable ways that work for B2C influencer entrepreneurs can work for these on the B2B facet of issues, too. Sure, the targets and audiences might differ however the elementary rules behind these ways — building trust, leveraging content, and engaging authentically — are all the time related. By digging into these B2C ways and adapting them for B2B, we are able to uncover methods that get outcomes. Let’s check out seven common B2C strategies that may be optimized for B2B influencer advertising.

1. Content material co-creation

• B2C: Influencers create content material that authentically showcases the model, typically integrating the product into their every day life.
• B2B Adaptation: Co-create content material that aligns with each the model’s advertising targets and the influencer’s experience and viewers.
• The Stat: 40% of manufacturers say creator and/or user-generated content material was a very powerful a part of their 2023 social media technique. (Supply: Wall Street Journal) 

“What’s a sooner solution to join with a target market than constructing thought management from scratch? Working with influencers that have already got authority and credibility with the target market you need to attain.” – Lee Odden, Board Advisor, TopRank Advertising and marketing

2. Genuine storytelling

• B2C: Influencers share private tales and experiences with a product to attach emotionally with their viewers.
• B2B Adaptation: Humanize your model by encouraging B2B thought leaders to share their skilled journeys, challenges, and the way your answer helped clear up their particular issues. For greatest outcomes, make sure the influencers in your choice pool have huge expertise along with your model.
• The Stat: Conversions enhance by 30% when brand-influencer posts deal with storytelling. (Supply: Sprinklr)

3. Product demonstrations and evaluations

• B2C: Influencers create charming short-form movies to point out merchandise in motion.
• B2B Adaptation: Due to their typically intangible traits (assume software program), showcasing a B2B product, service or answer takes particular care. Depend on the influencer to share their POV on the providing, being certain to again it up with their trade experience, the worth proposition, their private expertise, and use instances. 
• The Stat: 96% of B2B firms plan to make use of video product demos of their content material advertising over the following 12 months (Supply: RIVIA.AI)

“Influencers showcasing the sensible functions of B2B merchandise or offering genuine evaluations can considerably affect potential patrons. This sort of content material aids in decision-making and boosts product credibility.” – Neil Patel, Co-Founder, Neil Patel Digital

4. Occasion partnerships and reside streaming

• B2C: Influencers typically attend model occasions and live-stream their expertise to their followers.
• B2B Adaptation: Companion with influencers to live-stream trade occasions, conferences, or product launches. These kinds of activations not solely enhance your attain but in addition provides a layer of credibility when an trade knowledgeable endorses your model.
• The Stat: 68% of B2B entrepreneurs discovered that having influencers attend and canopy trade occasions considerably enhances model visibility and generates high quality leads. (Supply: Influencer Marketing Hub)

5. Lengthy-term partnerships

• B2C: Shopper-facing influencers type long-term relationships with manufacturers, selling merchandise over a collection of months and even years.
• B2B Adaptation: Flip your B2B influencers into model ambassadors. Recurring content material creation, thought management, and occasion appearances can construct sustained credibility and belief over time.
• The Stat: 56% of CMOs interviewed consider that one of the best ways to optimize using B2B influencer advertising campaigns is to “construct long-term relationships that present true model advocacy.” (Supply: Warmly,)

“Influencer advertising within the B2B area can’t be targeted on short-term tactics; it’s about constructing long-term relationships with key opinion leaders. These relationships can result in ongoing collaborations, the place influencers turn into advocates on your firm.” – Rafael Schwarz, CRO, TERRITORY Affect

6. Leveraging area of interest platforms

• B2C: Influencers typically interact with audiences on area of interest platforms like TikTok or Instagram, relying on the place their viewers is most lively.
• B2B Adaptation: Determine and have interaction with influencers on area of interest platforms related to your trade, like TikTok, Instagram, Reddit, newsletters, and even Threads. These platforms might need smaller however extra engaged and related audiences for B2B manufacturers, permitting for extra focused influencer campaigns.
• The Stat: Instagram is the highest platform for influencer advertising, with 80.8% of entrepreneurs planning to make use of it in 2024. (Supply: Sprout)

7. Influencer-driven content material collection

• B2C: Creators develop multi-part collection to maintain their viewers engaged and the model on their radar. 
• B2B Adaptation: Companion with influencers to develop a content material collection that explores totally different facets of a related trade matter. Examples embrace weblog posts, movies, or webinars that permit the influencer to offer insights on advanced topics over an prolonged time period.
• The Stat: B2B patrons interact with 3-7 items of content material earlier than speaking to a gross sales rep. (Supply: Kurve)

“As manufacturers, we have to 🛑 cease 🛑 constructing pay-per-post influencer campaigns.” – Justin Levy, Head of Social Media, Influencer Advertising and marketing and Group, ZoomInfo

Are you able to unlock the potential of B2C methods on your B2B group? Our workforce of award-winning influencer marketing experts is right here that will help you each step of the way in which, from technique growth to execution. Contact us immediately.