How To Leverage Influencer Marketing In B2B

Instead of someone reviewing, endorsing, or promoting a product after it’s shipped, B2B marketers need to work closely alongside an influencer. Here are 4 steps for getting it right:

1 Do the research

Find people with a strong presence in your industry with a following made from your target audience. They need to be someone trusted by your potential new clients. That’s why it’s so important to do the research.

2 Compile a shortlist

You can use LinkedIn to help you create a shortlist of potential influencers based on your own criteria – whether that’s topics, keywords, or industry. There are also agencies starting to pop up that specialize in connecting influencers with companies.

3 Build a relationship

Once you’ve found the right influencer, you need to build an authentic relationship. You’re not simply trying to ship more products. It’s a collaborative effort. That means engaging with their content, sharing their content, and actively working with them. Think of it as a strategic partnership.

4 Collaborate on content

Appearing in each other’s podcasts, and working on whitepapers and webinars together gives you a shared body of content that can be redistributed across your respective channels, amplifying its reach. It’s not just a single moment in time.

This is a smart move because it shows you’re connected, and it opens up what you’re doing to others – even if they might be seen as competitors. It’s about building trust.

Following these steps can help you leverage influence marketing to extend your reach and engage with a broader audience. Drawing on the power of partnership with an influencer is a valuable marketing opportunity. It requires finding the right influencer and building an authentic and reciprocal relationship that benefits both parties. Raising the profile of an industry or sector with a spotlight on what you’re both doing can add value all round.

Ultimately, alignment with a high-profile figure within a particular industry or niche helps to build trust with your target audience. The content you produce together helps to build authority, and it’s a chance for you to demonstrate your expertise.

Not only that, but if you’re looking at new markets, new regions, or deploying a new product or service, having an influencer marketing strategy enables you to tap into the trust already established by your chosen influencer. It’s about being seen and recognized by the right people.

Influencer marketing is still being overlooked by many B2B companies – mainly because they don’t yet understand it. That’s why now is a great time to get ahead of the game and get started.

Kapturall combines marketing, technology, and data to create meaningful relationships that generate sales. Contact us