Influencer marketing is no longer the cool kid on the block. In a flash, its moved from cutting edge to a necessary tactic for marketers -- including B2B marketers.
Not to worry, though, if you're not there yet or need to up your game. I've got you covered.
To keep you abreast of the latest trends in B2B influencer marketing, I've rounded up 9 terrific posts. Read on for your Primer on B2B Influencer Marketing.
9 Expert Guides on B2B Influencer Marketing Strategy
By Lee Odden
Right off the bat, Odden offers a valuable definition of influencers that sets the stage for B2B brands: "An influencer is a person with subject matter expertise that creates useful information consumed by an active, relevant audience." Read Odden's post to discover why influencers matter for B2B businesses, their value and what to expect.
By Michael Brito
When influencer marketing first arrived, it was viewed as primarily a B2C marketing tool. But a lot has changed. Michael Brito explains how influencer marketing has evolved to become a B2B powerhouse. Discover the key differences between B2B and B2C influencer marketing and how to include influencers in your B2B marketing strategy.
By Michael Brito
Yes, another one from Michael Brito. We're a big fan if you haven't guessed. Second in a three-part series from Michael Brito, his post explains a key stage in the influencer process: research. Let's face it, not every influencer is going to be a good fit for your company. What should you be looking for in an influencer? How do you find and vet influencers? Brito provides a roadmap for getting started in influencer marketing.
By Michael Brito
So by now you have your influencer(s) all lined up and ready to go. But what channels to use them on? Michael Brito tackles this question in the third article of his influencer series. Learn the advantages and disadvantages of each type of media and how to determine what fits your business and goals. You'll learn how to use influencers on the best channels for your business.
5. Forward Thinking B2B Marketers Partner with Influencers to Create Cross-Channel, Long-Term Campaigns
By: Elise Schoening
Who doesn't want to be forward thinking? With a mixture of hard-hitting statistics and quotes from marketing experts, Elise Schoening shows you exactly why influencers are a must for modern marketing. Schoening even taps into the real world examples of SAP and CMI to break down the effect of influencers on an actual campaign. You'll discover actionable steps to use influencers to boost your own brand.
By: Bethany Johnson
I love examples of marketing tactics in action -- so this article from Bethany Johnson of Content Marketing Institute sizzles for me. Johnson breaks down the exact steps that the hugely successful software brand SAP took to establish an influencer marketing strategy. She presents the give and take of effective influencer marketing programs, all against the backdrop of a superb example.
By: Dawn Papandrea
While many view influencers as a social-media-only marketing tactic, this article explains a more subtle way of using influencers: content marketing. Dawn Papndrea does an excellent job explaining the whys and hows of influencers in content marketing. She highlights three specific influencer strategies: using content, social media, and events -- with real-life examples of each.
By: Jay Baer
Jay Baer, a B2B marketing influencer himself, is the perfect person to write about influencer marketing. He outlines key steps in engaging B2B influencers and how to avoid many of the common pitfalls for brands that are just beginning their influencer journey. From conflicts endemic to some influencer marketing programs to influencer marketing's whimsical side, Baer gives you the real deal on influencer marketing.
By: Michael Quoc
B2B and B2C influencer marketing strategies differ and you need to appreciate the distinctions and understand the nuances of B2B marketing with influencers. From how to find the right fit for your brand, to identifying the top influencer best practices, Michale Quoc packs great information into his article.
BONUS ADDITION: Don't miss this superb influencer marketing case study from Chad Pollitt that tells you everything you need to do to up your influencer marketing game. Learn how one company boosted its revenues 35% in just one year from its strategic use of influencer marketing.
So now it's time to dig into these guides. Don't feel you have to race through them all at once. They deserve your time. And, of course, if you have any favorite guides, please add them to the comments.
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