This same study confirms that brands claim to use influencers in their restaurant email list campaigns to attract new audiences, retain current audiences and increase the community on social networks, as well as convert leads into customers .
However, are these influencer campaigns really effective? More than 50% of respondents confirmed the effectiveness of influencer marketing, confirming an improvement in their results and the achievement of the expected objectives .
Working with influencers in the B2B sector is very beneficial , since it is a complicated sector since the products and services are not aimed at the end customer but at the company, and this complicates the task a little. But unlike in other sectors, in this one it is not about looking for the influencer with the most followers, but the one who transmits the most confidence to the person who is going to make the decision of whether or not to acquire your product and/or service .
If you also want to carry out an influencer marketing campaign, we explain how to design an effective influencer campaign to achieve all your goals. Get it with our step-by-step guide!
How to run an Influencer Marketing campaign for the B2B sector
I think it is no longer necessary to define what Influencer Marketing is after hearing about it for so long and seeing how it has become established. The important thing here and what interests you is to know what you can do to make your investment in influencer marketing pay off and achieve the expected results . Let's see!
Objectives, what do you hope to achieve from an influencer marketing campaign?
If you have decided to carry out an influencer marketing campaign because other companies are doing it, you are off to a bad start. Hiring an influencer is not cheap, so if you want to get the most out of your investment, it is essential that you are clear about what you want to achieve, but also how you want to achieve it. To do this, you must:
Establish the objectives to be achieved ; increase visits, increase followers, attract new users, retain customers, etc.
Type of campaign to carry out : TV commercial, advertising on social networks, event, offering free samples of your products or services, etc.
Campaign duration: One month, two months, one week, one day…
What you need to carry out the campaign : props, material, script, equipment…
Social networks : Which social networks interest me the most (for the B2B sector, LinkedIn and YouTube).
As you can see, behind the decision to work with influencers there are a series of actions and elements that you need to take into account.
Type of Influencer, what type of influencer best fits my brand?
Once you have set your objectives, you probably already have a clearer idea of what type of campaign you want to carry out, but now comes a slightly more complicated part. Have you noticed how many influencers there are? The most well-known ones will not always be the ones that fit your brand. As we mentioned at the beginning, in the B2B sector you want a specialist in your field who also transmits confidence . It doesn't matter if they have many or few followers, the important thing is that they know what they are talking about. Therefore, it is not worth choosing one at random, but everything has to be studied and premeditated .
Imagine that your brand is aimed at ERPs, Dulceida, even if she is now in the top 10 of the most influential people, will probably not be of much use to you since your target and hers have nothing to do with each other. For example, the type of influencer that interests you is a technology and software specialist who is dedicated to giving conferences or training.
Therefore, in this second stage it is important to research what type of influencers are related to the B2B sector . Make a list of the influencers that interest you the most and observe what they do and how they do it before making a decision.
Budget, what investment can I make?
Not all brands have the same budget to dedicate to an influencer marketing campaign, so you have to be aware of what you can and cannot afford.
Depending on the number of followers, the engagement rate and the type of collaboration, the price will vary . Below is a table of approximate prices depending on the number of followers on social networks of said influencers:
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Once you decide what type of campaign and influencer you need and what budget you have, it's time to start the campaign.
Start of the campaign
Even if you have agreed on a schedule and actions to be taken, I recommend that you stay on top of them to ensure that they are met . Waiting for the schedule to be met on its own is not the most advisable thing to do if you want to see your goals achieved.
You must keep up to date with the actions to see if the timings are met and how they are met to ensure the success of your campaign.
Metrics: Has the campaign been effective?
What good is an influencer marketing campaign if you don't measure its results? It is important that once it is finished you check if you have obtained the expected results and met your objectives .
