Strong relationships are at the root of influencer marketing success; they aren’t built in a day. Always-on partnerships are the best way to tell stories. If you look at the long-term business impact of any piece of influencer engagement – traditional or digital – it’s rarely the one-off activations that drive lasting benefits for the brand.
Unlike in B2C , where products occasionally (though rarely) fly off the shelves simply because a celebrity influencer wore ‘that dress’ on Instagram, the B2B cycle can take a while to deliver impact. It’s a question of persistent nudges to shape perception and encourage advocacy, rather than transactional consequences.
With this in mind, it’s vital for B2B brands to consider where the strategic influencer collaborations might lie, where there might be potential to build multi-year partnerships, and what the implications might therefore be on the tactical mechanisms by which you engage.
Some key principles to consider.
Influencers can be an extension of your content marketing team. An always-on commitment helps you refine, evolve and scale your marketing efforts.