The rise of Influencer marketing in B2B

Influencer marketing is gaining a lot of hype with brand marketers. The increase of hard to convince millennials has prompted digital marketers to turn to social media stars to help them in selling their products. While influencer marketing has been mostly associated with B2C brands, B2B brands are seeing opportunities that will work for them, too. Some of the popular influencer marketers may be found at LinkedIn, American Express, Salesforce and Hubspot. 

What are the advantage of influencer marketing? 

A major advantage of influencer marketing is that they can add authenticity to your brand. This is because influencers have gained a pool of audiences that trusts them. Therefore, the audience will carry the content they are promoting as authentic. Since influencers have spent years gaining and establishing themselves, the audience sees them as authoritative figures. Therefore, audiences look up to them for direction. This can be a huge boost for your product. 

Another major benefit for choosing to use an influencer is that the buyer does not feel coerced into buying a product. The influencer acts as just an adviser and thus generates fresh content that is not strictly geared towards selling. The fact that influencers already have an established audience means that your product will have a unique audience. In addition, they may assist in reaching a wider audience for your product.

How to choose an influencer? 

Instead of focusing on who has the most audience, it is recommended to focus on who has a larger influence on your target audience. You should also invest in influencers who have particular knowledge on what you are advertising. This will give them that persuasiveness when they are marketing your brand. 

It is also highly important to be clear on the role, you want the influencer to help you in, when promoting your brand.