Despite this 96% of marketers who involve influencers For marketing, their programs are considered successful because there are still a lot of B2B companies that evaluate where involving agents in their marketing choices is appropriate.
After spending the last 8 plus years developing marketing strategies for influencers, setting up pilot projects, implementation of campaigns and running ongoing influencer programs for trademarks that range from 3M Dell to LinkedIn, here are some of the key benefits that B2B businesses of all sizes receive through their influencers’ marketing efforts.
Before reaching the list, I think it is important to mention that the benefits realized are directly related to the imagined goals. This may seem obvious, but the impact on marketing is viewed in a number of different ways, and therefore the results may be just as different.
For example, a pilot is often intended to prove an idea and make connections with influencers.
A months-long and multi-channel integrated influence content marketing campaign produces a lot of useful content and helps identify which influencers are effective.
The always-on approach develops a rich source of content and relationships with influencers over time, which can accelerate the quality and advertising of content and organic promotion by influencers.
So the benefits that B2B brands get from adding influence to their marketing base really depend on the approach. Here is a list of the 5 most common and effective benefits of working with external and internal influencers in B2B businesses:
1. Influencers add credibility and authenticity to brand content
Correctly identifying topics that are important to customers, for which the brand must be more influential, leads to finding people who already have the desired impact. Collaborating with influential experts on accountable authorities creates content, communication, and often advocacy that is credible, empathetic to the concerns and goals of real customers, and trusts the audience the brand is trying to reach.
2. In collaboration with managers, influencers influence brand thinking
Combining external influencers with internal leaders to collaborate on content, video chats, virtual events, and similar brainstorming can reinforce key brand management messages. Whether it’s hosting a webinar to discuss the latest brand research or a newspaper, a series of live video or podcast interviews between key executives and external influencers, combining credible industry voices with brand messages can increase credibility, differentiation and leadership.
3. Influencers can create a better content experience for customers
According to research B2B Influencers Marketing Report, 74% of B2B marketers believe that influencing content with influencers helps improve prospects and the customer experience.
The growing number of professional influencers in the B2B world brings both expertise and media wisdom. This means the ability to produce video content, podcasts, or graphic and textual content that meets customer expectations for more experiential content that the brand may not have the resources to produce.
Alternatively, even if a B2B brand has the resources to create great video, audio, graphics, and text content, the contribution of influencers adds “optimization” for credibility and authenticity, which is a better experience than simply reflecting the importance of brand content.
4. Influencers accelerate content production, advertising and impact
With effective planning and planning, efforts to involve stakeholders can create impact on the community which the brand can use for a variety of content creation. Imagine you have a team of 10, 25, or, as with LinkedIn or Adobe, 60-75 industry experts involved in content projects?
Developing a community of influencers means creating real relationships between the brand and the influencers, based on mutual benefits and shared values. Not only is the community of influencers involved helping to create content, but they are investing in the success of content distribution and impact, as it benefits both themselves and the public.
Reputation influencers develop on trust issues against trust when it is most important – deciding what B2B solutions to consider, evaluate, and buy.
5. Influencer collaboration helps optimize brand content for search
There is a compelling connection between the topics and keywords that people are looking for when looking for solutions and the topics that are influenced by experts in the field.
Optimizing with keyword content is at the heart of improving brand search engine visibility. Adding influencers to the same topics in your content is a way to optimize credibility. What good are searches if people don’t trust what they find?
With a little deepening into impact and SEO, marketers could consider whether the influencers they work with are recognized as entities in Google’s search results. When these same influencers contribute to the brand’s published content, their identity gives credibility and relevance to the search.
Another consideration is to evaluate the effectiveness of SEO where influencers publish – your own blog, articles or columns in industry publications and elsewhere on the web. What is the domain authority where the influencer publishes, and do the links added to their content carry weight? Does the influencer’s content “rank” in search engines for the topics for which the brand wants to be more influential? Does the influencer create the kind of content that ranks? Video, audio, images, text, research articles, books, etc.
The SEO value of working with an influencer is not generally true across topics, but some diligence and research can reveal some very valuable opportunities and build relationships that help make brand content discoverable and credible at the very moment customers are looking for it.
Of course, this is not a complete overview of the benefits of a B2B brand for working with influencers, but it is a compelling list. While many B2B marketers can get rid of the opportunities to work with influencers, those who can look a little deeper can find tremendous gains and value that not only accelerate marketing impact and effectiveness for short-term campaigns but also longer-term brands and advertising. .