Does Influencer Marketing Work in B2B?

[tonmoypramanik]

There is the simple definition:

“Influencer Marketing is a strategy that involves soliciting influencers to promote your brand, products and services.”

In reality, the definition of Influencer Marketing is a little more complex:

“Influencer Marketing is a strategy that involves identifying influencers who are relevant to your field of activity and encouraging them to transmit your messages to their engaged community.”

This definition is mine. This is how I perceive Influencer Marketing.

In fact, where it gets really complicated is in the definition of an influencer.

What is an influencer?
Is an influencer a celebrity?

No, not always.

An influencer is someone who has hundreds of thousands or even millions of followers on social media?

No, not always.

So what is an influencer?

An influencer is a person who has a community engaged in a very specific area.

The best known are naturally fashion, beauty and “ lifestyle ” influencers .

But in B2B, these are not the influencers who will interest us. We will come back to this point a little later.

In fact, there are two types of influencers to distinguish in Influencer Marketing.

“Big” influencers and micro-influencers .

Which influencers to use to succeed in your B2B influencer marketing strategy?
When we look at this study carried out by Cision, we see that companies do not jordan email list necessarily prefer to work with a few recognized influencers rather than with a large number of micro-influencers.

This trend is increasing.

In both B2C and B2B, companies that succeed in their influencer marketing strategy often rely on micro-influencers.

Now that we have seen the definition of Influencer Marketing and how it works, let's see its usefulness.