Influencer marketing has been cemented into social media campaigns for years. Now, like all strategies do over time, it’s evolving. It’s no secret that brands have seen great success from working with influencers, especially with Gen Z. According to a report from Sprout Social, “49% of all consumers make daily, weekly, or monthly purchases because of influencer posts.” If influencers work so well with B2C markets, why not try them with B2B strategies?
Let’s explore influencer marketing in the B2B space and some strategies brands can try out for themselves.
Understanding Buyer Psychology in Uncertain Times
Economic uncertainty is a major factor in how businesses and consumers make decisions. Times that bring about financial instability can lead to shifting purchase behaviors and lower risk tolerance. During these downturns, businesses are going to seek necessity over “nice-to-haves” as well as a great value for their investment.
Unlike traditional influencer marketing, which often relies on social media personalities, B2B influencer marketing focuses on thought leaders, industry analysts, and experienced professionals who already hold authority within a specific field. Collaborating with these experts helps to enforce brand credibility in the space as well.
Storytelling That Resonates with Cautious Audiences
As brands work on structuring their influencer campaigns, the story that will be told is an essential piece to the puzzle. As mentioned previously, businesses are going to be seeking the necessities and want to avoid risks. So, tell a story of trust and dependability.
When advertising the product or service, don’t just fall back on the features. Specify common problems that businesses face that the brand is able to solve. Use insights backed by data to validate those concerns, following up with how the brand solved the problem.
While it is tempting to focus on the ROI of products or services, stories also need to be backed by human emotion. In the B2B world, we must still appeal to the humans behind the businesses.
To weave emotions into the story your brand shares, try identifying the emotional triggers. What are your audience’s biggest pain points? What would success look like for them on both a business and personal level? Make sure to show what is at stake if the frustrations continue, then bring in a sense of hope for improvements in the future.
Educational Content as a Trust-Building Tool
During a time when businesses are more skeptical, they will need to see the evidence before making any B2B deal. Instead of pushing advertisements, brands can try positioning themselves as trusted experts in the field by pushing educational content.
Brands can collaborate with other industry experts to co-host webinars, present whitepapers, and publish case studies that provide valuable insights into industry pain points. However, the focus shouldn’t just be on the issues. They should highlight actionable solutions, especially when there is data to back up the claims.
By hosting partnerships with thought leaders, analysts, and other respected professionals during this stage, brands can enhance their trust and credibility and influence skeptical buyers to make informed decisions.
The Future of B2B Influence
Influencer marketing is no longer just a B2C strategy. It’s rapidly evolving into a powerful tool for B2B brands. By leveraging industry experts, thought leaders, and trusted professionals, businesses can build credibility and engage decision-makers in a meaningful way. As influencer marketing continues to evolve, brands that prioritize trust, transparency, and education will stay ahead. By adopting a value-first approach, businesses can turn influencer partnerships into sustainable growth opportunities.
