The Same, but Different: Influencer Marketing in the B2B Environment

The rise of the connected consumer as the new norm has caused a seismic shift in the marketing landscape, and the growth of influencer marketing has been one of the most visible changes. Gone are the days when the most effective strategy was to have a spokesperson, maybe a celebrity or subject-matter expert, represent your company in the mass media. Today’s consumer is sceptical toward messages that come directly from companies in the traditional manner, and much more likely to trust the word of an influence, someone who affects the decisions of numerous people by posting content on social media. Influence marketing is far more personal than the old approach, and it operates on the mechanism of a trust already established. SEO Services  Leading Online Marketing Company and SEO Services in Johannesburg. Lead generation using Google Adwords, SEO and other PPC strategies. Professional internet marketing company in South Africa. We specialise in online marketing, SEO(Search Engine Optimisation), Mobile Apps and Web Application.

The applications for B2C marketing are fairly obvious, but B2B influencer marketing operates a bit differently, and companies that neglect it or don’t use it optimally are missing out on vast opportunities to convert trust into engagement with their brands. With an authoritative individual or other business voicing your company’s merits on social media, you’re much more likely to foster a sense of brand-connectedness in the B2B space that generates leads and eventually sales.

When devising a B2B influencer marketing strategy, you should bear the following points in mind:

Businesses shop more deliberately than consumers.

In the B2C environment, sales often occur after only brief exposure to a product, with little or no research by the customer. It’s possible for one or a very few social media posts to generate significant business. For B2C companies and their social media strategies, even one powerful and compelling post could be enough to boost sales. Most B2B transactions revolve more around long-term goals and presuppose a certain amount of commitment, so the sales cycle tends to be longer. Potential B2B buyers routinely will make inquiries among their peers and perform extensive research, maybe even over a period of several months, before even making direct contact. Internships – Yourjobs provides listing in Learnerships, Internships, Bursaries and Jobs vaccancy in Southern Africa. Relevant Learnership programmes are available as advertised by both the public and the private sector. Visit:  www.yourjobs.co.za.

The B2B influencer is extremely important in this context because his or her social media presence can be a significant part of that research in addition to acting as a form of peer input. If your influencer is consistently putting your message out there and keeping it alive in the consciousness of the potential buyer, you’ll be in the picture when the time comes to make a purchasing decision.

Businesses usually respond better to a different kind of social content.

Another area in which businesses are generally unlike individual consumers is in the type of content they find persuasive. In the B2C environment, the interests and tastes of the everyday customer prevail. Lifestyle posts and humor may play a large role. With B2B, the decision-makers tend to be highly educated, tightly focused on the particular needs of the business, and characterized by the skepticism that naturally accompanies making a decision that could have long-term consequences in the workplace. A trusted third party—in other words, an influencer—is especially important to people in their position

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