Influencers For The Business
Everyone knows there's a market for influencers in the B2C market, but there's a growing trend of B2B influencing going on now — especially on LinkedIn
You've seen them, the doughy-eyed Millennial or Gen Z person taking pictures with products or at exotic and exclusive locations – the influencers.
Now, this trend is invading the business-to-business space. LinkedIn is the spot where most of these newer business-oriented influencers congregate. Armed with their phones or a good Webinar platform, these B2B influencers are talking about business and SaaS products like its Gucci or Armani.
I always wonder... does this tactic work in the business world?
Then I realized that most of the new software that I use was from recommendations from people I trust. They influenced my business buying, just like the B2C influencers on Instagram get me to buy shit I don't need.
Thankfully the B2B stuff I've bought on recommendation was in fact needed. 😝😁
But this made me wonder how many people in business use recommendations from influencers to buy items for their business.
Who Does The B2B Buying?
Instead of necessarily targeting the C-Suite, these B2B influencers need to find the buyers in the company. So this could be procurement, marketing or middle management in some cases.
This is not to say that the C-Suite doesn't have sway on the buying decisions, but targeting influencers isn't the same in the B2B world as in B2C.
Back In The B2C World...
According to Empower, in the B2C world around 49% of consumers say they make regular purchases based on influencer posts.
In one survey, according to Content Science Review, 21% of social-media users aged 18-54 made a purchase based on an influencer’s recommendation in the past 3 months.
These are strong numbers and even if it's a longer sales/influence cycle in the B2B realm, I can imagine the numbers are similar.
B2B Influence In The Wild
For example, on the TWiT Network, a podcast network where the shows are technology-based and much of the audience is B2B, Leo Laporte and his hosts have advertisements for products and services that focus more on the business-side of the coin than consumer.
Granted these are advertisements, but Leo and the gang hold quite a bit of influence in their community of listeners, so I'd put these products in the realm of influence-driven.
On the Marketing Podcast Network, where my two shows, Digital Marketing Dive and Entrepreneur's Enigma reside, the advertisers are targeting marketing departments. It's perfect because MPN has a stable of more than 75 shows all geared toward the marketing-set. (Oh! BTW, we're looking for more sponsors if you're interested reach out!)
So Where Does This Leave Us?
I feel like B2B influence tends to be more in the way of advertising where the buyers are rather than having a well-known business person talking in a UGC manner about a product. Though, this is changing. More people are talking about the products they use and sharing affiliate links on LinkedIn.
So it's only a matter of time until it's full-fledged marketing influencers galore on business social platforms. If not already.
What do you think? Do you see more B2B influencers out there? On what platform? Let me know!
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That's It For This Week! Keep Rocking It!
-Seth
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