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How to Drive Growth with B2B Influencer Marketing

Founder of Orchid Agency
Mariya Finkelshteyn
February 7, 2023
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Influencer marketing has undeniably become an effective marketing strategy. Why? Buyers trust the opinions of like-minded individuals. Influencer marketing focuses on partnering with influential individuals, who have a dedicated following and are experts within their niche. 

The rise of the influencer marketing industry has only just begun, and it is expected to pass $22 billion in revenue this year.

What is B2B Influencer Marketing?

The main goal of influencer marketing is to reach a targeted audience of decision-makers and to promote a product or service to this group. By partnering with respected and trusted influencers, businesses can generate leads and increase brand awareness among their target audience.

B2B influencers hold a position of authority and authenticity within your target audience. Influencers are often thought of as subject matter experts and have a large social following. 

Influencer marketing can take many forms, including sponsored content, product endorsements, social media mentions, or speaking engagements. It is important to carefully select influencers who align with the business's values and goals and to establish mutually beneficial partnerships that provide value to both parties.

How B2B Influencers Drive Business Growth

Here are are some ways that influencers can transform your business:

  • Reaching new audiences: Marketing influencers have a large following on social media and other platforms, which can help expose your business to a new and potentially untapped audience. According to a survey by Influencer Marketing Hub, more than 70% of buyers said they were more likely to purchase a product or service after seeing it recommended by an influencer.
  • Providing social proof: When other people, especially those who are respected and influential within an industry, are seen to be using or recommending a product or service, it can be a powerful form of persuasion for potential buyers. After all, almost all buyers trust recommendations from like-minded individuals over other forms of advertising. By working with marketing influencers, you can leverage their influence and reputation to help establish your brand as a trusted and reliable option for customers.
  • Building your brand: Marketing influencers can help build and strengthen your brand by creating positive associations and generating buzz around your products or services. Influencers have the power to tap into their credibility and influence to help build awareness and credibility for your brand.
  • Creating reusable content: Marketing influencers often create high-quality content that can be shared and reused to help promote their products or services. When utilized correctly, you can access a wealth of reusable content to reach a wider audience and promote your business more effectively.
  • Generating leads: Marketing influencers can help generate leads by directing their followers to your website or other marketing channels. This can help to drive traffic to your business and potentially lead to increased sales and revenue. According to a survey by the Content Marketing Institute, B2B marketers who use influencer marketing see an average lead conversion rate of 13.5%.
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How to Develop a Strong B2B Influencer Marketing Strategy 

Developing a successful influencer marketing strategy provides a tremendous advantage for your brand, but it requires careful planning and execution. Here are some detailed steps to consider when getting started with a B2B influencer marketing strategy:

Determine the goals of your strategy 

It is essential to have a clear understanding of what you hope to achieve through your influencer marketing efforts. Some common goals for B2B influencer marketing strategies include increasing brand awareness, driving website traffic, generating leads, and boosting sales. It's important to be specific and measurable when setting your goals so that you can track your progress and determine whether your strategy is successful. 

Some key metrics to consider when setting your goals might include the number of impressions, clicks, or conversions you hope to achieve through your influencer marketing efforts.

Set your story 

In order to effectively communicate your brand's value proposition to potential customers, it's important to have a clear and compelling brand story. This should include information about what makes your products or services unique and why a buyer should choose you over your competitors. 

Your brand story should be authentic, resonate with your audience, and be easily communicated across all channels.  It's also important to consider how your brand story aligns with the values and interests of the influencers you are targeting.

Research and connect with influencers 

Once you have a clear idea of your goals and brand story, you can begin researching and connecting with influencers who are known or acknowledged in your industry. 

There are many ways you can find influencers, either through social media, industry events, or online directories. We recommend taking advantage of apps such as Heepsy- a search engine with over 11 million influencers.

When reaching out to potential influencers, be sure to clearly explain what you are looking for and how you envision working together. It's also important to consider the size and engagement of an influencer's following, as well as their level of expertise and credibility in your industry. 

Measure the results

Influencer marketing is a long-term strategy that requires building relationships and trust over time. It's important to have a plan in place for measuring the results of your influencer marketing efforts so that you can track your progress and make any necessary adjustments. Some key metrics to consider when measuring the effectiveness of your B2B influencer marketing strategy include website traffic, social media engagement, and lead generation. 

It's also crucial to consider the overall return on investment (ROI) of your influencer marketing efforts, which can be calculated by dividing the total value of your influencer-generated sales by the total cost of your influencer marketing efforts.

B2B influencer marketing is an effective strategy for driving business growth and success. By setting clear goals, aligning with the right influencers, and measuring the results of your efforts, you can leverage the power of influencer marketing to reach new audiences, build your brand, generate leads, and drive sales.

Need some help getting started on your influencer marketing journey? Let us guide you through it.

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Mariya Finkelshteyn

Founder and CEO at Orchid Agency
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