How many of you can rely the number of times you’ ve bought a product or made a decision based on the recommendation from a friend, acquaintance, evaluation on the web or a celebrity endorsement? I’ d venture to guess that the majority of you would say: “ Too many in order to count. ”
That’ s because we all all rely on advice from others to assist us make sense of a complex globe where we don’ t have always all of the information we need to make a decision.
Influencer advertising has been around for ages (literally), but it’ s only begun to build vapor within the B2B world over the past couple of years. The good news is that for many, B2B influencer marketing is still in its infancy— meaning there are plenty of opportunities to begin implementing changer marketing today .
Oddly enough, a review from Twitter found that suggestions from influencers are quickly getting momentum and are nearly equal to getting recommendations from actual friends.
To help you get around the future of B2B influencer marketing and guidebook your approach, we’ ve come up with six trends and predictions to view for in 2019.
#1 – Increasing Information Privacy Concerns Will Impact the particular Role of Influencers
This year new GDPR rules took effect across the EU, which usually left many global brands rushing to make sure that they were appropriately handling individual identifying information.
What many brands didn’ t consider, was how it can impact influencer marketing programs. A few big brands have already begun changing how they handle influencer information and exactly what is needed in terms of documentation to properly meet up with new requirements. And that will only continue to keep increase.
“ GDPR will likely be the stake in the ground for everyone data privacy— bar none. Because GDPR kicks off, we’ ll begin to see lawsuits and controversies within the news and people will become increasingly conscious and engaged. In the U. Ersus., we’ re already becoming more conscious of data privacy issues, especially right after Cambridge Analytica. ”
She added: “ But bottom line, GDPR will be important. And as a result, our influencers will become a lot more important and valuable. They’ lso are going to be our trusted brand name ambassadors; our trusted voices. They’ ll be a huge asset mainly because people don’ t trust manufacturers outright— they trust people. ”
#2 – Recording Influencer Attention Will Become Increasingly Hard
As the requirement for working with influencers increases, it can become more and more difficult to capture and keep their attention. As a result, before calling influencers to collaborate, it will be much more important to first determine and connect what’ s in it for them.
Showing influencers value and displaying that you determine what they’ re interested in will help you start building a relationship of mutual worth. As Lagu Mani , Head of Changer Social Enablement at Adobe, told us within a recent interview :
“ We at Adobe pride ourselves on cultivating plus nurturing long term relationships with our influencers. We look at it as dating with the eye towards long term commitment meaning we are always looking to establish a ‘ give to get’ exchange where almost all parties come out ahead. ”
The key that Lagu touches on? Building lasting relationships, that will require more effort than simply trying when you need something. As Lee Odden , TopRank Marketing’ s TOP DOG, recently published :
“ Brands that use the shotgun approach to invite influencers only if they need them won’ t discover very high recruitment rates. The same applies to non-personalized, ego-centric messages from brand names that are only concerned with what the brand name wants to get out of the collaboration. ”
Even though we advise placing a lot of focus on building these relationships organically, that will doesn’ t mean that you shouldn’ t pay your influencers exactly where appropriate. Think about what you’ lso are asking of your influencers and ensure that you understand their expectations as well.
Onalytica’ ersus recent study of brand and influencer romantic relationships found that influencers have various objectives, but many are most thinking about building thought leadership and getting exposure on particular topics followed by growing their networks to reach new viewers.
#3 – Emphasis on Specific Influencer Characteristics Will Evolve
When you consider what makes for a good B2C influencer, the most sought-after quality is they have an extensive network. For many B2B marketers, the emphasis has implemented that same path.
However , influence is just not solely based on the number of followers that the expert has, something that is becoming a lot more clear in the wake of false social media accounts and inflated fans counts.
True, social reach should be a thought for your B2B influencer marketing program, although not the only one. Sometimes the influencers using the largest reach may not be engaging their own audience in a meaningful way leading to more users connecting together with your content.
As a result, if you aren’ t currently, you need to be looking at a variety of influencer characteristics (each of which are important) whenever identifying influencers to work with in 2019 and beyond.
As you can see in the chart beneath, different types of experts can positively influence your program in several different ways. Otherwise you influencer program continues to mature, start determining what the right mix of influencers to include for maximum impact.
If you do not get already, you need to be looking at a variety of changer qualities (each of which are important) when identifying influencers to work with within 2019 and beyond. – @azeckman #InfluencerMarketing #B2B Click To Twitter update
#4 – The Call for Tighter Topical Position
When a lot of brands first start dipping their feet in the influencer marketing waters, it could be difficult to suss out exactly who in order to co-create content with. Unfortunately, one of the errors many brands make is dealing with influencers that don’ t very align with the topics they want to present to their target audience.
As a result, in 2019 and above, you need to commit to meaningful influencer identification and cooperation if you want to co-create content material that informs, activates , and resonates with your viewers.
For example , if you need to collaborate with an influencer on the subject of “ Account Based Marketing” it’ s important to conduct essential research to determine what their get is on the topic, and if it’ s a topic they publish content material on frequently. Otherwise, you may not end up getting the level of content that your audience can be anticipating. Additionally , the influencer market may not be a fit for the articles topic which will not lead to the amount of engagement you’ re seeking.
Part of TopRank Marketing’ s process with our customers is to conduct research internally plus externally to determine which topics ought to be included in influencer co-creation programs in order to best target the audience. Beneath is an example of how these subjects could be priorities:
Yet marketer beware. The goal is not really to control the opinion of influencers. Instead, focus on finding the RIGHT influencers that will already align with the message you’ d like to create content close to.
#5 – Influencer Video Content Will Rule Supreme
Video clip has been a rising content marketing celebrity over the past couple years. But in 2018, video is officially dominating social networking news feeds, search results, and the thoughts of our target audience. It’ s everyhere, and the launch and refinement associated with native video and Stories functions on top social platforms has heightened this need.
Each live and pre-recorded video that could be uploaded natively on social systems presents an opportunity for brands plus influencers alike. Everything from talking mind videos to interviews and movement graphics are all content co-creation moments that may be captured and shared again and again.
So , since the overall demand for video improves, so will the demand to get increased quality. If you plan on co-creating video with influencers, you need to policy for the unexpected. If recording distantly, be sure to prep your influencers in advance and run a test before you begin documenting. If you’ re recording onsite (at somewhere like their workplace or event) be sure to create a backup plan in case your original setup is just not conducive to capturing great movie.
Both live and pre-recorded video that can be uploaded natively upon social platforms presents an opportunity meant for brands and influencers alike. @azeckman #Influencer Marketing #B2B Click In order to Tweet
#6 – The Battle Between RETURN ON INVESTMENT & Awareness Will Continue
Every B2B marketer would like to enhance brand awareness, recognition, plus advocacy. But they also want to generate a high volume of qualified leads. Yet to get from one end of the range to the other, you need to deploy strategies and strategies that are tailored for your audience where they actually are within their buyer’ s journey.
The same goes for influencer marketing applications. Not all are created equal. For example , if your goal in dealing with influencers is to build awareness, you’ ll need to deploy a specific technique and mix of tactics that are greatly different than if your goal is need or lead gen.
In fact , the most recent Influence 2 . zero Report from Traackr and John Solis found that the two best influencer priorities for marketers are usually to increase brand awareness followed carefully by determining attribution and RETURN ON INVESTMENT.
Changer marketing can absolutely have an impact to both lead gen and awareness applications. However , in 2019 and above, it will be essential that you build a way that aligns with your objectives. So that as influencer marketing programs continue to adult, it will be essential that brands toenail down exactly what they need to measure and exactly how they’ ll measure.
Ready. Set. Link
2019 stands to be a big year meant for B2B influencer marketing. Consumers plus influencers alike will expect a lot more from the brands they work with, meaning that one of the most important steps you can take as a brand name is to build your influencer marketing program on the solid foundation.
Instead of just throwing money in a program and expecting results, it’ ll take time, effort and people to create meaningful relationships that will have an enduring impact.
Want to know what’ s upon tap for social media marketing in 2019? Check out our top social media developments and predictions to view in 2019.
If you liked TopRank Marketing’ s Top 6 B2B Influencer Marketing Predictions & Styles to Watch in 2019 by Ashley Zeckman Then you'll love Miami Internet Marketing Consultant