Five Best-Practices for B2B Social Media Influencer Marketing

There is good and bad news for companies that want to collaborate with social media influencers on their marketing strategy by 2021.

Let me start with the good news: B2B influencer marketing has become “one thing”; he is alive, well, and available as a tactic to use as part of his marketing strategy.

The bad news: unlike B2C influencer marketing, it’s all about small and medium influencers (also known as nano and micro-influencers) who are almost exclusively marketers.

  1. Keep looking for the right influencer for your marketing strategy

It has been proven many times that your audience wants to hear what you do from people they trust, not from you. When 83% of consumers say this about their purchasing decisions, it is even truer for managers: 91% say they made a buying decision by word of mouth.

Since social media has become a public square in many ways, we all receive information and listen to social media influencers to some extent. Although our attention is limited, influencers often receive more attention.

So keep looking for the right influencers who will deliver one or both…

  • Influence: That is, forming an opinion among your customers or directing customers
  • Great content: this is an excellent point of view, original and discreet (non-salable) content that you can use on your social media, white papers, e-commerce pages, catalogs, programs, and anywhere (you must have a contract that you have the right to give to reuse influencer content)
  1. Find marketers to post on LinkedIn to get exposure and start a conversation

I found that if you are looking for a B2B influencer who is a marketer, Linkedin is by far the best platform to focus on. Most influencers of Linkedin B2B are what some people call “marketing gurus”. Unsurprisingly, we know that most of the content and B2B marketing discussions are currently taking place on LinkedIn.

These influencers are usually people you will meet on published lists of the “10 best B2B influencers” and as speakers at B2B events and conferences. They work hard, are professionals, and are generally willing to publish or write a white paper for the companies or brands with which they agree.

  1. DO NOT expect B2B marketers to influence Twitter

Twitter is a different story. Most B2B influencers recognized on LinkedIn have an incredibly low response rate on their Twitter posts.

This does not mean that there are no B2B influencers on Twitter. There are probably many, but the strategy for identifying them (especially on Twitter) has to be different.

  1. Finding trusted engineers and inventors who can use their experience to influence social media can solve your B2B problems

Now let’s talk about perhaps the most interesting finding in our analysis: there are many hidden B2B influencers, mainly on Twitter. These influencers are not on a “master” list, but not because they are not influential. In fact, the opposite is true. They are not always identified as influencers because they are not marketers and therefore do not have a brand name (and will not).

  1. Read account comments and results carefully before choosing to work with an influencer

The influence of B2B social media is essential and there are no universally accepted KPIs to measure success. Obviously, rankings don’t apply, but common online advertising metrics, such as click through rates and direct sales, are also not a recommended impact measure; users of social apps are much less likely to click to go to an external website when it means leaving the platform.

The universally recognized KPI for influencing measurement is engagement: the frequency with which followers respond, share, mark, brand, and as a message from an influencer.

Whether B2B or B2C, start a conversation about which brand or product is the most important role of an influencer, and the best measures are those related to engagement.

Conclusion

B2B’s influence is vibrant and strong, but immature. This is especially true outside LinkedIn’s narrow niche of marketing influencers. And this is good for companies – it means that, with a little effort and persistence, many B2B marketing business opportunities can be discovered through social media. Especially when we are entering an economic crisis, this may be the key that can save your marketing strategy.