Why industry experts are becoming B2B’s most trusted influencers

When we think of influencers, we often picture a trendy twenty-something promoting the latest skin care products or fashion trends. While B2C (business-to-consumer) brands typically look for influencers who match their aesthetic or lifestyle, B2B (business-to-business) brands focus on connecting with decision-makers, professionals, or niche audiences relevant to specific industries, rather than targeting the average consumer.

B2B brands — particularly those in the technology, professional services, consumer packaged goods (CPG), manufacturing and travel and hospitality categories — where credibility and informed decision-making are crucial, have started to leverage these industry experts turned influencers.

“B2B influencers bring a level of credibility that is hard to achieve through traditional advertising,” as Forbes highlights.

Beyond that, as our research partner Mintel explains, there are a few key reasons why B2B brands are increasingly leveraging the expertise of this emerging group of influencers:

• Expertise and authority: Because B2B influencers have the lived experience that makes them experts in their field, their insights and recommendations feel more authentic and persuasive to their target audience, many of whom are making critical business decisions. The average influencer couldn’t possibly replicate this in an authentic way.
• Established trust: Having a clear understanding of a brand's products or services, along with the ability to articulate their pros and cons, helps build trust with followers. Additionally, delving deeply into the subject matter and addressing topics that only an expert might discuss further enhances this trust. Establishing this sense of trust can significantly influence purchasing decisions.
• Content quality and engagement: B2B influencers are driven to uphold their industry reputation, resulting in higher-quality, engaging content that resonates with their target audience, which often includes themselves.
• Audience insights: These influencers understand the brand's audience because they are often part of it or have experience in the industry. This insight allows them to be well attuned to the audience's behaviors, preferences, and pain points. As a result, B2B brands can gain a competitive advantage by effectively tailoring their messaging and offerings to meet the needs of their target audience.
• Mutually beneficial partnerships: B2B brands also use mutually beneficial relationships with influencers, which can include preferential business-to-business deals, discounts on products or services, or providing free samples for product reviews to incentivize high-quality content development. While this is an effective tactic, it's important for brands and influencers alike to disclose these agreements to maintain the reputation of their respective businesses.

If you’re a decision maker for a B2B brand and have dismissed social influencers as a viable option to increase awareness and consideration, think again! B2B influencers can be strong brand ambassadors, who can have powerful influence over business decision makers in key industries.

In an interview with eMarketer, B2B creator Rob Mayhew emphasized that brands are not fully utilizing LinkedIn, which is the primary platform for business-focused networking. He pointed out that forming influencer partnerships and leveraging those connections on platforms where your target audience seeks relevant content is crucial for B2B brand success.

As with any influencer collaboration, it’s vital to clearly identify your business goals before engaging with an influencer. Additionally, evaluating B2B influencers requires assessing their compatibility with your target audience, reviewing the quality and alignment of their content, analyzing their reach and growth, evaluating their engagement and reputation, and verifying the authenticity of their followers.

At Mythic, we specialize in building powerful social media strategies that amplify your brand’s voice and engage your audience authentically. From content creation and community management to paid campaigns and analytics, we deliver impactful social media solutions that drive results.

Ready to elevate your social presence and become an unstoppable force for growth? Reach out to newbiz@mythic.us to get started.