Influencer marketing is considered the marketing hype topic of 2016. Thanks to numerous specialist articles, we now understand what this means. But now we are wondering how the topic can be implemented for B2B companies. After all, the well-known YouTubers who are usually the focus of public perception are not the influencers . Influencer marketing of their own target group. However, if you approach the topic of influencer marketing from a different perspective, you quickly realize that it may not be so far-fetched after all.
Purchasing decisions are made online
Studies now clearly show that 57% of B2B viber database customers’ purchasing decisions are already completed (source: Forrester ) when they make personal contact with the company. B2B companies therefore influence the customer’s purchasing decision much later than before – at least directly.
For this reason, the indirect influence on customers must be strengthened. Potential customers must be offered information at points where they are in their purchasing process. Forums for exchanging information with other customers, reviews via blogs or videos, specialist articles by experts, etc. are very popular. The main thing is that the content is neutral and not from the company itself.
Users can find all of this information on the social web through so-called influencers. While there is still a lot of debate in the B2B sector about what is ctr and how to increase the click through rate of your content on google? whether . Influencer marketing B2B decision-makers really use social media channels, decision-makers have long since transferred their privately learned behavior for information and decision-making to their professional behavior. A Forrester study also gives a very clear answer to this: “All B2B decision makers can be reached by social media.”
Influencer marketing as a B2B marketing tool
Influencer marketing paired with content marketing are the most important tools for a marketer to influence the information process of a potential customer in their purchasing decision.
This is done by providing valuable information about a company’s product and its benefits. It also makes it easier for potential customers to compare the email leads database services with those of other providers. It also creates awareness and increases the customer’s needs.
However, in order to convince them, neutral information from so-called influencers is worth its weight in gold. With your own content. Influencer marketing you try to promote your desired external image, the company brand. The actual brand, however, determines what customers think about it and what they tell each other about the company. Influencers do not tell advertising messages, but rather convey their opinion about a product and a company honestly, authentically and credibly.