Lately, we’ve seen a noticeable uptick in client interest around B2B influencer marketing — and I’ve got to say, it’s about time! For too long, B2B marketing has been pigeonholed as a stodgy and boring tactic, limited to LinkedIn connections and white-collar professionals. But here’s the thing: B2B encompasses so much more. Think contractors, plumbers, roofers, auto technicians, dentists . . . the list goes on. Each of these professions has its own community, influencers, and unique marketing opportunities.
Here at Sway Group, we understand how to tap into these diverse B2B landscapes. The goal isn’t to focus solely on creators with big followings; it’s about finding authentic voices that resonate within specific industries. These are the influencers who can genuinely connect with your audience because they’re part of the same world. They speak the language, know the pain points, and understand exactly what makes a product or service invaluable.
Take, for example, a recent collab we managed for a client who develops an app designed to help influencers manage comments more efficiently. We didn’t just throw this app at anyone with a big audience! Instead, we handpicked five influencers who were the perfect fit for the product. They were instrumental in shaping the app’s development by providing feedback on its current tools and suggesting new ones.
We’re even organizing a focus group to dive deeper into their insights, which will not only help refine the app but also allow the brand to leverage positive testimonials in their marketing materials. This is B2B influencer marketing with purpose, creating a win-win scenario for both the brand and the influencers involved.
This approach underscores a crucial point: influencer partnerships are far more than just a campaign or a one-off promotion. They’re an opportunity to foster genuine connections, gather valuable insights, and build lasting relationships that benefit all parties involved.
If you’re looking to explore the untapped potential of B2B influencer marketing, you’re in the right place. Whether it’s connecting with the right influencers in your industry, designing a bespoke marketing strategy, or creating an influencer-driven product development process, we’ve got the tools, talent, and expertise to help you succeed.
Let’s start crafting a strong B2B influencer program that resonates with your audience and drives your business forward in 2024!
Reach out any time to connect, or find me on LinkedIn.
Cheers,
Danielle
