In a world of information overload and distrust of brand messaging, collaboration with industry influencers is becoming a more attractive proposition for B2B organisations. 95% of B2B marketers prefer credible content from industry influencers and have ranked it as one of the most important marketing trends to adopt. Because B2B buyers are seeking more trustworthy sources of information, micro-influencers (social media users with a smaller but dedicated following) can be engaged to deliver truly authentic marketing messages to a niche, trusting audience.
Different influencers can be engaged for different reasons: famous individuals can be used to attract top-of-funnel attention; industry experts can highlight best practices; subject matter experts can outline case studies and performance. Dell Technologies wanted to partner with industry influencers while creating useful content for customers, so developed an influencer interview podcast with internal and external technology visionaries to enhance their image as being thought leaders in their industry.
While influencer marketing has clear benefits, brands have struggled to find the right people to promote their message. AI is working to solve this issue by automating the process through an influencer-brand affinity analysis. This is done through analysing data from numerous influencers’ social media profiles and applying natural language processing to evaluate their content to determine whether their online persona resonates with a brand’s image. The influencer marketing process speeds up and reduces the resources needed, while being more objective through data-driven decision making.