the ultimate guide to social media platforms for B2B influencers
The Ultimate Guide to Social Media Platforms for B2B Influencer Marketing
With the rise of social media influencer
marketing has become a powerful tool for businesses to reach their target audience and drive real business results. But with so many platforms to choose from. It can be difficult to know where to focus your efforts.
In this article, we’ll explore the main influencer platforms, their key demographics, what content performs well on each platform. And how to find the right influencer for your campaign. But first, let’s explore the basics of influencer marketing and why companies—especially B2Bs—need to hop on this marketing trend.
What is Influencer Marketing
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Influencer marketing is partnering with influencers (people with a large and/or engaged following on social media) to promote your products or services. Think of it as having a squad of mini-celebrities who are passionate about your brand and can help you reach a wider audience. It’s like having your own personal word-of-mouth marketing team. But with a social media twist. And let’s be real, who doesn’t love a good recommendation from someone they trust?
For B2B companies, influencer marketing is a game-changer. It allows you to reach your target audience in a more authentic and relatable way. And it can help you establish yourself as a thought leader in your industry.
What’s the value of influencer marketing for B2Bs
B2B marketers should consider partnering with influencers who have a strong presence in their industry and are well-respected by their peers. These influencers should have an engaged social media following and be well-versed in the products or services the B2B company offers. They can be industry experts, thought leaders, or even customers who have successfully used the company’s products or services.
These influencers can be found on various platforms like Instagram, TikTok, LinkedIn, X (formerly Twitter), Facebook, YouTube, and more. It is important for B2B marketers to research and carefully select influencers who align with their brand’s values and message to ensure a successful partnership.
What’s the deal with micro-influencers
Micro-influencers are individuals with a smaller but highly engaged following on social media. They often have a very specific niche audience and are usually experts in a specific industry or topic. In B2B marketing, micro-influencers can be valuable assets because they can help you reach your highly specific and targeted audience.
One of the main benefits of working with micro-influencers is that they tend to have a higher engagement rate with their followers than macro-influencers, who have more followers but see less meaningful engagement. Micro-influencers’ followers tend to hold the influencer’s opinions and recommendations in high regard and are often more likely to actually take action based on their suggestions. This is especially important for B2B marketers because the B2B buyer’s journey is usually more complicated and involves more decision-makers than the buyer’s journey for B2C products.
Micro-influencers also tend to be more
cost-effective than macro-influencers. Due to their smaller following, micro-influencers typically charge less for sponsored posts or partnerships. This can be especially beneficial for B2B companies with smaller marketing budgets.
Another benefit of working with micro-influencers is that they often have a more authentic and personal relationship with their followers. This can result in more genuine and credible endorsements of a B2B company’s products or services. Micro-influencers can be a valuable asset for B2B marketers looking to expand their social media presence and reach a specific, engaged, and targeted audience in a cost-effective and authentic way.
Influencer pricing chart
How much does influencer marketing cost
We’ve detailed each platform’s average cost per post in the sections below. The rates we outline are based on the influencer tier chart above and information from three sources: Influencer Marketing Hub, a marketing resource for agencies; Shopify, an all-in-one commercial platform for businesses; and inBeat, a platform dedicated to helping influencers. These two resources enable us to provide solid estimates for influencer rates, but it’s important to remember that, like social media, these rates are subject to change.
Rates may also vary based on location, social channel, engagement levels, conversion rates, types of content created, campaign duration, influencer reach, niche or industry, and more. Generally, influencers with a larger following and higher engagement rates will command a higher fee than those with a smaller audience.
If you want this element of your social media strategy to go deeper than simply cost per post, another way to measure influencer pricing is through a cost per engagement (CPE) analysis. CPE can be calculated by dividing the total spend by the number of engagements.
It’s also important to note that the cost
of influencer marketing goes beyond the cost of a sponsored post. Additional costs, such as the cost of creating the content, the cost of california phone number code pro managing the campaign, and the cost of measuring and analyzing the results, should also be taken into account. Additionally, B2B influencer marketing can be done through different types of collaborations, such as brand ambassadorship, affiliate marketing, product reviews, event collaborations, and more, all of which may have different pricing structures and require different types of agreements.
Brands need to clearly understand their
budget and goals before creating a contract and vetting potential influencers. When in doubt, brands should either reach out to influencers directly or search their websites for rate sheets. Alternatively, brands can choose to leverage a marketing agency. Marketing agencies speed up the process by offering expertise, connections, and dy leads outreach that can significantly enhance campaign effectiveness.