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Top 6 B2B Influencer Marketing predictions and trends

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Reading time minutes
By Patrick Schokker

How many times have you bought something after a friend, acquaintance, influencer or online review recommended that product? Very often probably. Influencer marketing has also appeared in the B2B world for a few years now. Here we call it B2B influencer marketing. This is increasingly common because we rely on the advice of others. After all, there is so much information about everything that we cannot possibly analyze it all. Listening to others literally saves time.

Influencer marketing is nothing new, of course, but in the B2B world it is still in its infancy. It's time to change that! Before you implement B2B influencer marketing into your marketing strategy, here we have summarized the six trends and predictions for 2019:

1. The growing importance around Data privacy impacts the role of influencers

In 2018, the new privacy law went into effect (GDPR/AVG). As a result, many companies are struggling to properly handle personal data. Many large companies are finding that it affects their influencer marketing, as they need to handle influencer information and documentation differently.

But with the privacy issues coming into the news, people are also becoming more aware and concerned about the new privacy law. Which ultimately also makes influencers more important and valuable, because people don't trust companies, but rather people and what they say. You can therefore use influencers well as your brand ambassadors.

2. Attracting influencers is becoming increasingly difficult

As the demand around influencers increases, it becomes increasingly difficult to get their attention. Therefore, it is very important to first clarify and communicate what a collaboration will bring to the influencer. Show them the value of your business. Understand what they are interested in. That way you can build a long-term relationship with the same value proposition.

Developing and maintaining long-term relationships with influencers does take some effort. If you only manage to find them when it's convenient for you, you don't really have a high success rate. The same goes for impersonal and self-centered messages from companies that only care about what the collaboration brings them.

B2B influencer marketing only works with effort from both parties.

Of course, you can build relationships with influencers organically. Just be aware of what you are asking of influencers. Perhaps it is realistic that there is a small fee in return for your expectations. Agree this well in advance with the influencer so that it is clear to both parties.

Research on brand and influencer relationships, showed that influencers may have different goals. They are mostly interested in building thought leadership. They want more exposure to specific topics, expand their network and reach new audiences.


B2B influencer marketing - goals influencers

Source: toprankblog.com

3. Emphasis on specific influencer qualities and requirements changes

A good B2C influencer has an extensive network. Among B2B marketers, this is also the most sought-after quality for an influencer. However, the amount of influence an influencer has is not based on the number of followers he/she has. In fact, these can also be purchased and include "fake" social media accounts.

Of course reach is important for B2B influencer marketing, but this is not the only condition. An influencer with a lot of (relevant) followers sometimes fails to reach the target group in the right way. As a result, the target audience will not feel connected to your content. With the right mix of qualities, you can get the most out of your influencer relationships.

Examples of requirements for influencers are:

  • Range
  • Knowledge
  • Response
  • Relevance

4. Interest in the same topics

A common problem when companies choose an influencer is that the company's content does not match the topics the influencer wants to share with their target audience. Therefore, look for an influencer with whom you can create content together. Content that informs, engages and provokes interaction among the target audience.

It is important that you are aligned with the influencer and have the same opinion. Only then can your content be published in a way that suits both parties. But also fits the target audience. If the target audience is not suitable for it, it will also not lead to the desired engagement.

Research internally and externally what topics the collaborative program should include in order to work with the influencer to properly reach the audience.


Examples of topics:

B2B influencer marketing topics

Notice: Be aware that the goal is not to form influencers' opinions. Instead, target influencers who already have the same opinion about the content you want to create and share.

5. Influencer video content dominates online

In 2018, video officially dominated social media news feeds, search results and audiences. Mostly through native video and story features on social media channels. Sharing live and pre-recorded videos on social media channels creates many opportunities for both companies and influencers.

However, the increasing demand for video also creates higher demands for quality. So if you want to deploy video together with influencers, it is important that the influencers are prepared and do a test before recording. Especially if you want to record it live.

6. Awareness vs. ROI

Every B2B marketer wants more brand awareness and recognition, but most importantly, a large number of qualified leads. But to achieve one, you need the other. To do this, you deploy various tactics and strategies. These match your target audience and where they are in the customer journey.

This also applies to B2B influencer marketing programs. They are not all the same either. To build awareness in partnership with an influencer, you use a different tactic and strategy than for lead generation.

Influencer marketing can absolutely impact lead generation and awareness. But in 2019 and going forward, it's essential that you come up with a strategy that aligns with your company's goals. After all, you want it to ultimately bring you revenue. That's why it's important to know exactly what to measure and how so you can calculate ROI.

B2B influencer marketing in 2019

2019 will be an important year for B2B influencer marketing. Both consumers and influencers will expect more from companies. Therefore, you will have to come up with a good strategy and approach to achieve the desired results with influencer marketing. With only money and a wait-and-see attitude until the results, you will not get there.

B2B influencer marketing takes time and effort so you can build long-term relationships that pay off later.

Need help deploying B2B Influencer marketing?

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Patrick Schokker
Patrick Schokker

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