What is influencer marketing, exactly? Rather of targeting the entire market, it is characterised as centering market activity around key persons who have influence over potential purchasers. One of the most important developments in content marketing is the rising usage of brand influencers. Influencer marketing isn’t a brand-new concept. It has been popular among B2C businesses for some time. B2B companies, on the other hand, are seeing the benefit of having an external, powerful individual as part of their content marketing plan. Consider Instagram, YouTube, Snapchat, Periscope, and Facebook in the context of their video marketing approach.
According to PageFair, at least 309 million users use ad blockers on their devices. That fact alone makes it more tempting to engage in rigorous influencer outreach to find new ways to reach out to potential clients. The following are some of the most important advantages of influencer marketing in terms of demand generation.
Better Credibility and Trustworthiness
Influencer marketing is, at its most basic level, having someone other than yourself brag about your abilities or successes. Because the audience understands that it is your responsibility to speak favourably on behalf of your organisation when you author remarks in company content. Confidence and credibility elements are usually stronger when you partner with someone outside of your company who is trusted by your target market. People pay greater attention and are more inclined to respond when they believe a message is authentic.
Broader Content and a Wider Audience
One of the most significant benefits of an influencer marketing plan is that it allows you to connect with potential customers through influencers that you wouldn’t be able to reach as quickly through other demand generation methods. This is especially true if the individual you’re meeting has a large following on a blog or social media channels related to your sector.
According to a recent Tomoson study on influencer marketing, 37% of respondents thought blogs were the best venue for influencing marketing. Facebook came in second with 25%, followed by various other social media platforms such as YouTube, Instagram, and Twitter. The types of content and formats employed by the influencer may also differ from your usual methods.
A novel twist on material might pique people’s interest and possibly persuade those who have been desensitised to your message to pay attention. You might even come up with some new innovative ideas for your internal content.
More Sales Prospects
When they implement influencer marketing, the most tangible benefit is a higher volume of sales leads. People are more likely to respond positively to a brand if they trust the influencer and pay attention to the message.
Shared interests and trust fuel a brand influencer’s influence. According to Tomoson, businesses make $6.50 for every $1 spent on influencer marketing, with the top 13% earning $20 or more.
Danio intended to build a creative and disruptive campaign to get men to think of Danio yoghurt as their preferred afternoon snack, according to influencer marketing agency Billion Dollar Boy. Anto Sharp, a comedic YouTube star, created six videos in which he let out his famous #HungerCry at 4pm snack time while asking his fans to make and share similar videos. 400 “Hunger Cry” videos were shared by audience members, and his videos received 5 million views. 3.3 million people watched his Facebook videos. Sharp’s videos had a return on investment of 97p per 1,000 Facebook views, compared to an average of £35 per 1,000 views for bought marketing.
Danio reported a direct impact of the campaign of a 12 percent increase in Danio yoghurt sales on average.
Demand Generation of Higher Quality
High-quality sales leads are more significant than a large number of sales leads.
According to the Tomoson study:
- Influencer marketing, according to 51% of marketers, helped them capture higher-quality leads.
- Influencer marketing won over the same kind of people, according to 38% of respondents.
- Demand generation was deemed to be worse by 11% of respondents.
The influencer should ideally pique a prospect’s attention and passion, prepping him before he interacts with your company. Higher-opportunity leads can help your team increase sales cycle efficiency and conversions.
Expectations for Influencer Marketing
According to Linqia, an influencer marketing solutions provider, nearly half of marketers in the United States aim to increase their budget for influencer-focused campaigns.
Content is the main factor behind influencer campaigns. More than two-thirds of marketing and communications professionals (69 percent) said they engaged with influencers for content promotion. Interestingly, nearly six out of ten (59 percent) answered the same thing regarding content development, according to eMarketer. The most difficult aspect of an influencer marketing programme, according to 75% of respondents, is selecting the suitable influencers. Respondents also struggled to capture the attention of influencers and to track their efforts.
Influencers can give various major benefits in a comprehensive content marketing plan, depending on your market. So, by leveraging an outside voice, you can expand your reach and authenticity while also delivering a bigger volume of high-quality leads to your organisation. Influencer marketing is still a relatively new concept for B2B technology enterprises. According to the evidence so far, one of the most difficult tasks for marketers is determining the best way to quantify performance.