Historically, B2B marketing relied on white papers, trade shows, and corporate partnerships to build trust. However, the modern B2B buyer is digitally savvy. They conduct extensive research before engaging with sales teams. This shift has made digital influence critical to success.
LinkedIn is the go-to platform for B2B marketing, with over 900 million professionals worldwide. Businesses can strategically partner with LinkedIn creators and micro-influencers to increase their marketing efforts. Let’s look at ways to reach micro-influencers that will help companies expand their reach.
Identify the Right Micro-Influencers
Not all influencers will align with your brand. Focus on those who:
- Specialize in your industry or niche
- Have a highly engaged audience (comments, shares, and meaningful discussions)
- Regularly share insights and thoughts providing leadership content
- Align with your brand values and messaging
LinkedIn Sales Navigator, BuzzSumo, and Followerwonk are helpful tools for finding relevant influencers.
Build Genuine Relationships
Rather than immediately pitching a partnership, engage with the influencer’s content by:
- Liking and commenting on their posts
- Sharing their articles or insights
- Sending a personalized message discussing common interests
Building rapport increases the chances of a natural collaboration.
Co-Create Valuable Content
Once a relationship is established, collaborate on content that provides real value to your audience. This can include:
- Guest LinkedIn Articles: Co-author posts discussing industry trends or case studies.
- Live Webinars & Panels: Host discussions featuring the influencer to attract your target audience.
- Video Testimonials & Product Demos: Have them test and review your product or service.
- Podcast Interviews: Feature them on your company podcast or appear on theirs to expand reach.
Encourage Employee Advocacy
Your employees and volunteers can act as micro-influencers by sharing and engaging with your company’s LinkedIn content. Encourage them to:
- Share company blog posts with personal insights
- Comment on discussions led by industry experts
- Publish their content related to your brand
This will increase organic reach and credibility.
Track & Optimize Performance
Monitor your influencer marketing efforts by tracking:
- Engagement Metrics: Likes, shares, and comments on LinkedIn posts.
- Lead Generation: Number of inquiries and demo requests resulting from influencer collaborations.
- Conversion Rates: Sales or sign-ups attributed to influencer-driven campaigns.
It is recommended that UTM parameters, LinkedIn analytics, and CRM tracking be used to measure ROI and refine strategies.