Good news for companies looking to work with social media influencers for their business-to-business marketing strategy: B2B influencer marketing is alive and well. However, nano- and micro-influencers, who are marketing-related professionals, are almost exclusively used. Analysis of 1,000+ posts by 10 B2B influencers yielded surprising results, with five best-practices recommended for B2B marketers.
DO continue to seek the right influencer for your marketing strategy, and look to marketers to post on LinkedIn for exposure and conversation starters. DON'T expect B2B marketers to be influential on Twitter. Find respected engineers and inventors who can use their expertise to influence on social media, and carefully analyze an account's comments and engagement results before choosing to work with an influencer.
Engagement is the bedrock of influence, and the key KPI for measuring influencers. B2B influence is immature and offers companies inexpensive opportunities for social media marketing. With effort and persistence, companies can identify and work with the right influencers to help rescue their marketing strategy.
Five Best-Practices for B2B Social Media Influencer Marketing
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