By Alex White

Despite their differences, business-to-consumer (B2C) and business-to-business (B2B) influencer marketing share several key similarities. 

Both audiences seek value, with a strong emphasis on trust, credibility, and social proof. They are actively engaged online and respond well to relevant, high-quality content. Effective influencer marketing strategies for both segments leverage this content to address specific needs and interests, driving engagement and fostering meaningful connections.

This is all to say that the many successful tactics that work for B2C influencer marketers can work for those on the B2B side of things, too. Yes, the goals and audiences may differ but the fundamental principles behind these tactics — building trust, leveraging content, and engaging authentically — are always relevant. By digging into these B2C tactics and adapting them for B2B, we can uncover strategies that get results. Let’s take a look at seven popular B2C methods that can be optimized for B2B influencer marketing.

1. Content co-creation

• B2C: Influencers create content that authentically showcases the brand, often integrating the product into their daily life.
• B2B Adaptation: Co-create content that aligns with both the brand’s marketing goals and the influencer’s expertise and audience.
• The Stat: 40% of brands say creator and/or user-generated content was the most important part of their 2023 social media strategy. (Source: Wall Street Journal) 

“What’s a faster way to connect with a target audience than building thought leadership from scratch? Working with influencers that already have authority and credibility with the target audience you want to reach.” – Lee Odden, Board Advisor, TopRank Marketing

2. Authentic storytelling

• B2C: Influencers share personal stories and experiences with a product to connect emotionally with their audience.
• B2B Adaptation: Humanize your brand by encouraging B2B thought leaders to share their professional journeys, challenges, and how your solution helped solve their specific problems. For best results, ensure the influencers in your selection pool have vast experience with your brand.
• The Stat: Conversions improve by 30% when brand-influencer posts focus on storytelling. (Source: Sprinklr)

3. Product demonstrations and reviews

• B2C: Influencers create captivating short-form videos to show products in action.
• B2B Adaptation: Because of their sometimes intangible traits (think software), showcasing a B2B product, service or solution takes special care. Rely on the influencer to share their POV on the offering, being sure to back it up with their industry expertise, the value proposition, their personal experience, and use cases. 
• The Stat: 96% of B2B companies plan to use video product demos in their content marketing over the next year (Source: RIVIA.AI)

“Influencers showcasing the practical applications of B2B products or providing authentic reviews can significantly …read more

Source:: Top Rank Blog

      

Author: Aaron