B2B Influencers: One size does not fit all!

Business-to-business marketing has evolved significantly over the last 10 years with different digital channels becoming key ingredients in a marketing mix. With the rise of social media within B2B, companies have started testing influencer marketing as a tool to connect to their target audience as part of said mix. This is in part to flex an expert’s clout online and deliver a seal of approval within a specific community, however choosing the right level of influencer to work with is key to balancing brand and campaign objectives. Here is a quick guide to the different types of b2b influencers and thought leaders.

Macro-Influencers

Macro-influencers are professionals who have a large audience on social media, typically over 100,000 followers. They are often industry leaders, or well-known experts in their field, are keynote speakers at industry events and their own owned and operated channels like websites and podcasts. Macro-influencers have the power to influence a large audience, and their endorsements can have a significant impact on brand awareness and consideration.

Companies that partner with macro-influencers can benefit from increased visibility and credibility. However, macro-influencers often have a broad audience, which may not be specific to a B2B company’s target audience. As a result, the engagement of partnering with a macro-influencer may not always be as high as expected. This mirrors the difference between macro and micro influencer engagement in b2c influencer marketing.
In working with macro influencers, the upside may well outweigh the wastage, but this is something to consider as the costs attached to have the Macro crew batting for you can be similar to costs associated to working with publishers.

Micro-Influencers

Micro-influencers have a smaller following on social media, typically between 10,000 and 100,000 followers. They are often niche experts or enthusiasts, and their followers are highly engaged with their content. Micro-influencers are more affordable than macro-influencers and can provide a higher ROI since their audience is more targeted.

B2B companies that partner with micro-influencers can benefit from increased engagement and conversion rates. They are often passionate about their niche, and their followers trust their recommendations. By partnering with a micro-influencer, a B2B company can tap into a highly engaged audience and increase brand awareness and reputation.

From a creative and content POV, collaborating at this level can really pay off as the influencers are constantly looking to deliver value to their audience through quality content that is based on forming opinion’s and thought leadership. Having a brand to partner with on key topics and add a real world view is beneficial for all parties, including the audience.

Nano-Influencers

Nano-influencers are people who have a small following on social media, typically under 10,000 followers. They are often everyday people who are passionate about a particular topic or product. Nano-influencers are highly engaged with their followers and can have a significant impact on their purchasing decisions.

B2B companies that partner with nano-influencers can benefit from highly targeted marketing. Nano-influencers often have a very specific niche, and their followers trust their recommendations. By partnering with a nano-influencer, a B2B company can reach out to a highly targeted audience and increase brand awareness and reputation.

Summary

It’s essential to choose the right influencer based on the brand’s goals, ideal target audience, product offering and budget. By partnering with the right thought leader or subject matter expert, a brand can benefit in many ways. These include increased content engagement, vendor consideration, conversion rates and ROMI.

The Custom Influence Difference

To ensure we create the best possible match for our clients we take it upon ourselves to fully understand the people in our network from both a personal and professional perspective. We have frequent calls and meetings to hear about what they are working on and how that overlaps with client briefings to make sure the authenticity and passion aligned to their specialist area comes through on every project.