Influencer Marketing: 3 Tips for Business to Business Content 

From marketing custom-built transformers to social media management software, business-to-business (B2B) content marketing faces unique challenges. Unlike B2C marketing, where emotional appeals and trendy visuals can be highly effective, B2B audiences crave in-depth information, industry expertise, and a clear return on investment (ROI). So, how can you leverage influencer marketing, a strategy often associated with consumer goods, to resonate with these discerning B2B buyers? 

Here are 3 tips. 

Find the Right Influencers

Choosing the right influencers is crucial. You want those who have a solid reputation and influence in your industry. It makes a big difference when their endorsement resonates with your target audience.

So:

• Take some time to look into influencers using tools or manual research to find those who are active and influential in your industry.
• Don’t just look at the number of followers; pay attention to engagement levels on their content to gauge their impact.
• It’s important that the influencer’s values, content style, and audience match your brand and target audience.

Say you’re a cybersecurity software company. You find a cybersecurity expert who shares valuable content, engages with their audience, and has a following of IT professionals. Collaborating with them could really help you reach a relevant audience interested in your products.

Emphasize Thought Leadership

Thought leadership content helps position your brand as an authority in the industry. It’s about building trust with B2B buyers. When you partner with influencers seen as thought leaders, you can amplify your brand’s credibility and relevance.

So:

• Work with influencers to create content that showcases your company’s expertise, like whitepapers, case studies, or industry reports.
• Host webinars or podcasts where influencers share insights on industry trends and challenges.
• Develop tutorials or how-to guides with influencers to address common pain points and offer solutions.

Say you’re a marketing automation platform. Partnering with a digital marketing strategist to host webinars discussing emerging trends in marketing automation can really attract a larger audience seeking valuable insights.

Keep it Authentic and Transparent

Authenticity and transparency are key for building trust with B2B audiences. You want your audience to know when content is sponsored and to feel like they’re getting genuine value from your collaborations with influencers.

So:

• Clearly label sponsored content to maintain transparency and comply with regulations.
• Work closely with influencers to create authentic narratives that resonate with their audience while aligning with your brand’s message.
• Give influencers the freedom to tailor content to their audience while staying true to your brand’s values.

Suppose you’re a cloud computing provider teaming up with a tech influencer to promote your latest product. Let the influencer create an authentic review or tutorial showcasing how your product solves common IT challenges. This approach maintains authenticity and speaks directly to the influencer’s audience while promoting your brand’s value.

By following these tips, your B2B influencer marketing efforts can really make an impact, connecting you with your target audience and driving meaningful results.