Why B2B Companies Should Be Using Influencer Marketing

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Business to Business (B2B) companies are often the ones who complain the most about how difficult it is to find and keep customers. And like all businesses, they want to be able to cut costs while maximizing their return on investment. If you’re looking for a marketing strategy that will help you do both of these things, then influencer marketing might be worth a shot.

What is Influencer Marketing?

As social media usage has continued to grow, so too has the influence that social media users have on each other. This influence is often referred to as social proof and it’s what drives a lot of consumer behavior. We trust the opinions of our peers more than we do traditional advertising, which is why influencer marketing has become such an effective tool for businesses.

Influencer marketing is a form of marketing in which businesses work with individuals who have a large following on social media to promote their products or services. These influencers typically share sponsored content with their followers, which can include anything from product reviews to discount codes.

The benefit of influencer marketing is that it allows businesses to tap into the power of social proof. When done correctly, influencer marketing can help businesses build trust with potential customers, increase brand awareness, and boost sales.

Why Should B2B Companies Use Influencer Marketing?

There are many benefits of influencer marketing for B2B companies. Perhaps the most obvious benefit is that it can help to promote your products or services to a wider audience. But influencer marketing can also help you to build trust and credibility with your target market, and to establish yourself as an authority in your industry.

Influencer marketing can be an effective way to reach out to potential customers who may not be aware of your company or its products. By partnering with an influencer who has a large following in your target market, you can tap into their engaged audience and introduce your brand to a whole new group of potential customers.

In addition to expanding your reach, working with an influencer can also help you build trust and credibility with your target market. When someone influential in your industry recommends your products or services, it carry a lot of weight with potential customers. This can help you to convert leads into customers more easily, as they will already have a positive impression of your company before they even make contact.

Finally, establishing yourself as an authority in your industry is another key benefit of influencer marketing. When you are able to partner with well-known and respected influencers, it helps to position you as an expert in your field. This can attract new customers and business partners, and solidify your reputation as a thought leader in your industry.

How Do You Find the Right Influencer?

As a business-to-business (B2B) company, you may be wondering if influencer marketing is right for you. After all, most of the hype around influencer marketing seems to be geared towards consumer-facing brands.

But the truth is that B2B companies can also benefit from working with influencers. In fact, according to a recent report from Clutch, “77% of marketers who have used influencer marketing said it was effective.”

So how do you find the right influencer for your B2B brand? Here are a few tips:

  1. Define Your Target Audience

Before you start reaching out to potential influencers, it’s important to take some time to define your target audience. Who are you trying to reach with your product or service? What are their needs and pain points?

Answering these questions will help you narrow down your list of potential influencers. For example, if you’re trying to reach small businesses owners, you might want to work with an influencer who has a large following among that demographic.

  1. Look for Relevant Experts

Once you know who your target audience is, you can start looking for relevant experts who can reach them with your message. When evaluating potential influencers, pay attention to their content and see if it’s relevant to your industry or niche.

When Can You Start Using Influencer Marketing and What Can It Do?

  1. You can start using influencer marketing when you have a product or service that you want to promote.
  2. Influencer marketing can help you reach a larger audience and promote your product or service in a more effective way.
  3. When done correctly, influencer marketing can lead to increased sales, improved brand awareness, and more customers.

How to Measure the Success of Your Campaigns

There are a few key metrics you can use to measure the success of your influencer marketing campaigns. First, look at engagement rates. This includes things like likes, comments, and shares. See how many people are actually interacting with your content. Second, look at reach. This is the number of people who see your content. If you have a large reach, that means your content is being seen by a lot of people. Third, look at click-through rates. This is the number of people who click on links in your content. If you have a high click-through rate, that means people are interested in what you’re sharing and are more likely to convert into customers or leads. Finally, look at conversion rates. This is the number of people who take the desired action after seeing your content. For example, if you’re looking for people to sign up for your email list, track how many people do so after seeing your influencer marketing campaign content. By tracking these metrics, you’ll be able to see which campaigns are performing well and which ones need improvement.


There are many reasons why B2B companies should be using influencer marketing, but ultimately it comes down to one thing: results. When done correctly, influencer marketing can help you reach your target audience in a more authentic and engaging way, which can lead to better conversions and ROI. If you’re not already using influencer marketing as part of your overall digital marketing strategy, now is the time to start.

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