Written by Alice Franklin

Copywriter

 

Influencer marketing has long since been a mainstay in the B2C world. But for the past few years, it’s been quite the talking point in the B2B world too, with a 2023 report finding that 75% of B2B brands were making use of the practice.

It’s easy to see why. Influencer marketing works. According to a poll, businesses earn a respectable $5.20 for every $1 they invest in influencer marketing, and the top 13% see impressive returns of over $20 for each dollar spent.

So what secrets are the top 13% hiding? Here are some practical tips to help you find the perfect B2B influencer for your brand.

 

Choices, choices

 

    • Forget B2C

In consumer land, influencers tend to be popular on social media platforms like TikTok. In the B2B world, however, influencers are typically LinkedIn-loving subject matter experts, thought leaders, and entrepreneurs. While B2C influencers often add a sense of glamour to the brands they endorse, B2B influencers are expected to lend authority to the companies they represent.

 

    • Keep it credible

Credibility is king. Whose opinion matters in your audience’s world? Who do they trust? You need to find someone who speaks the same language as your audience. Think a respected software engineer with a large GitHub following. Or a popular Substack writer covering emerging tech trends.

 

    • Think small 

When it comes to choosing a B2B influencer, bigger isn’t always better. In fact, those with smaller, more engaged audiences can be more valuable than those with larger, less engaged ones. A cybersecurity expert with 5,000 devoted LinkedIn followers who regularly comment on and share their insights will have far more impact than someone with 500,000 passive followers. On top of this, the fewer the followers, the more affordable the fee will (probably) be.

 

    • Life beyond Linkedin

Linkedin is often the go-to for B2B brands. But while it’s an undeniably powerful platform for networking and thought leadership, business buyers can be found elsewhere. Niche subreddits can be a goldmine for finding highly engaged communities centered around specific industries, technology, or business practices. There’s nowhere better for YouTube influencer-led product reviews and how-to guides. And Instagram is awash with B2B influencers of all kinds. The important thing is to go wherever your audience lives. If you find an influencer with an engaged following among your audience, it’s wise to work with them on whichever platform they find most effective.

 

 

Under the influence

Understanding the value of influencers is one thing, finding the right ones for your brand is another. But ultimately, you don’t have to find an influencer for your B2B brand. Influencer marketing might not be the route for you. Alternatively, you might
want to find a few and work with several niche influencers who deeply connect with specific segments of your audience, rather than going all-in on a single voice – something people like to call a tiered approach.

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