Influencer Marketing 101: How to Choose the Right Influencers for Your Brand

In the realm of procurement teams, each member isn't just a pro but a bundle of surprises—a parent, an AFL fan, a food enthusiast, and that's just the tip of the iceberg! Be it on the clock or off, they're delving into purchase research just like everyone else. Enter the enchanting world of B2B influencer marketing!

B2B brands have often been spectators rather than participants in the influencer marketing arena—a space traditionally dominated by their B2C counterparts. But let's break the mold because influencer marketing is not merely a trend; it's a tried-and-true strategy. It's high time for B2B brands to seize the potential of influencers.

This guide is your passport into the heart of B2B influencer marketing essentials. We'll unravel the key benefits, draw wisdom from practical examples, and furnish you with expert tips to sculpt your winning strategy.

B2B influencer marketing is a calculated strategy where businesses spotlight their products or services by collaborating with subject matter experts in a particular industry. This collaborative approach enables businesses to leverage the credibility of influencers, tapping into their expertise to connect with fresh audiences and establish a meaningful brand presence.

Choosing the right platforms is crucial for successful B2B influencer marketing. While LinkedIn is often the go-to choice, it's not the sole player in the game. Numerous social platforms boast professional communities—both formal and informal—that cater to diverse B2B audiences. Picture a Facebook group dedicated to industry-specific career development, or a hashtag community thriving on X (formerly known as Twitter). Don't dismiss the unexpected, like the WorkTok community on TikTok, offering an exciting space for experimenting with short-form video content.

Benefits of B2B Influencer Marketing: Cultivating Engagement and Trust

Let's face it, the B2B procurement process isn't the most thrilling journey. We're not promising that a well-executed B2B influencer marketing campaign will turn your RFP into a dance party, but it does hold the undeniable power to foster a more engaged audience throughout the buying journey.

For B2B brands, influencer marketing adds a human touch to the appeal of your tools or solutions. It provides prospects a sneak peek into how their workday could improve by choosing your company as a vendor. Here's why it works:

1. Expanding Brand Reach:

According to a recent Gartner study, B2B buyers value third-party interactions 1.4 times more than digital supplier interactions. This includes reading reviews, talking to customers, and consulting influencers. By collaborating with influencers in your industry, you tap into their sizable audience, introducing your brand to new and untapped markets. This is particularly potent for B2B brands creating thought leadership content, as influencers can extend the reach of your expertise beyond your organic channels.

2. Boosting Engagement:

Our Q3 2023 Sprout Social Pulse Survey spills the beans: 50% of marketers consider elevated engagement rates on social platforms as the most valuable outcome of influencer marketing. Influencers, armed with dedicated fan bases, actively engage with their content, increasing the likelihood of algorithmic prioritization. As your influencer marketing content gains traction, your brand enjoys heightened engagement, leading to increased awareness.

3. Enhancing Brand Loyalty and Trust:

B2B brands that partner with influencers leverage the authentic audience connections these influencers have nurtured. Just think about your relationship with your favorite influencers. You trust them because their opinions are earned through consistent displays of expertise or unique perspectives. This level of trust takes time to build. Audiences believe their favorite influencers won't compromise this trust for any sponsored content opportunity, making B2B influencer marketing a valuable lever for building trust in your brand.

We go the extra mile by taking on the tedious task of identifying the perfect influencers for your business. With Social Hippos by your side, finding the ideal influencers becomes a strategic and seamless journey, tailored specifically for the growth and success of your business.