We know influencer marketing works; we also know why it works. Word of mouth is powerful, even when those words come from someone we only know on social media. However, influencer marketing often brings to mind recipe videos, makeup tutorials, fashion subscription unboxing videos, and other consumer-focused marketing content. For that reason, B2B brands may believe influencer marketing simply isn’t designed for B2B marketing campaigns.
When used correctly—that is to say, not in the same way that B2C brands use influencer marketing—it absolutely can be a powerful marketing tool as part of your overall strategy. You can’t simply plug-and-play an influencer campaign that worked for a consumer brand and expect similar results. Here’s what you need to know.