Influencer marketing isn’t just a buzzword—it's a dynamic strategy that can significantly impact the buyer's journey. But here’s the kicker: treating influencer marketing as a simple awareness tool is a massive mistake. This guide dives into how you can leverage influencers at every stage of the funnel, ensuring a holistic approach that drives real results.
Picture this: You're scrolling through your feed, and lo and behold! There's a post by an influencer you trust and respect raving about the latest software, platform, gadget, or whatever. You think, "Neat!" and maybe engage with what they’re talking about. Or perhaps you scroll on and think no more about their post, and that’s the end of the story. …Or is it?
There are plenty of challenges in using influencer marketing in B2B today, but by far, the biggest one is:
Influencer marketing in B2B is treated as a simple awareness play—And that’s a huge mistake.
If all you’re doing is filling the top of the funnel, you’re missing out on making an actual impact on a buying decision. Consider these stats:
What do all three of these things have in common? They’re based on a relationship between the buyer and the brand, and like any solid relationship, it takes time to build. After all, buyers have quite a journey to go from unaware to repeat customers. If all you’re doing is creating awareness, you’re talking at your audience, not with them.
Instead, consider this way of thinking about the relationship between influencer marketing and stage of awareness:
Brands need to treat influencer marketing like the full-funnel activity that it is. Let’s dive deeper into each stage of the funnel to see how you can optimize influencer marketing for maximum impact.
Before we dive into specifics, let’s start with a story. I call it “How not to do a top-of-the-funnel campaign.”
A B2B SaaS platform once approached Mark and me about an influencer campaign they hoped we’d participate in. Their ask wasn’t unreasonable—3 posts for a fair exchange in value. Mark and I said no. Why? Three posts weren’t going to accomplish their goal of aligning their brand with the top revenue-generating leaders in the industry.
So we countered with a far more ambitious idea, including joint presentations by TACK and this organization, creating a co-branded asset, and a few LinkedIn posts as well. Our plan was still about driving that awareness, but instead of being a few posts within an ocean of content on LinkedIn, it was centered around this event series that would provide value without too much of an ask on the audience.
And that’s exactly what ToFu content should do.
Takeovers That Tell a Story
We’ve all seen social media takeovers, and they’re popular for a reason: they work. But over time, it’s become a barrage of influencers shuffling between brands, making it hard to keep track of who represents what.
Instead of just having influencers take over your social media, focus on telling memorable industry stories. For instance, a short-term rental platform can have influencers share relatable stories about their worst guests. This approach speaks directly to your ideal customer profile (ICP) and gives your audience a reason to engage.
Things to consider:
Interactive Content Collaborations
Too often, content/campaigns speak at your audience rather than with them. Engage your audience by involving them in the content creation process. Collaborate with influencers to host contests, polls, or challenges related to your brand. This approach creates excitement and buzz around your brand and allows for direct interaction with potential customers.
Things to consider:
Webinars that Educate AND Entertain
Repeat after me: webinars aren’t dead. Boring content is dead. There are too many events that are just talking heads on a Zoom screen. To avoid this, ensure your webinars are engaging, interactive, and fun.
Key tips:
Blogs That Offer Value and Vision
Some of your audience prefers to learn and engage via text. Work with influencers on guest posts that delve deep into relevant topics, offering information and vision. An interview with an influencer sharing their experiences can be highly impactful.
Things to consider:
At MoFu, your audience knows your brand and has shown some interest. Now, it's about deepening those connections and becoming synonymous with the solution they seek.
Exclusive Events & Q&As
Craft exclusive opportunities for your audience to connect firsthand with influencers they admire. These events should go beyond ordinary interactions. Host VIP dinners, virtual Q&A sessions, or high-profile industry summits to foster a sense of community.
Things to consider:
Innovative Workshops
Workshops designed to teach and engage can be highly impactful. An influencer walking participants through solving specific problems using your product in real-time can showcase features and offer tips in a meaningful way.
Key tips:
Authentic Testimonies
Authentic testimonies from influencers who have used your product and experienced transformations can be incredibly persuasive. These genuine endorsements resonate deeply with your audience. (Neil Patel's Guide)
Things to consider:
At BoFu, your focus is on converting nurtured leads into paying customers. Here, every bit of trust and value cultivated must translate into decisive action.
Tailored Demos
Offering live, interactive demos with the prospect’s influencer can strengthen the connection between your offering and the prospect. These demonstrations should be highly personalized and interactive.
Key considerations:
Time-sensitive or Exclusive Offers
Creating urgency or scarcity can motivate on-the-fence prospects to act. Offer limited-time discounts, free premium upgrades, VIP access, trials, or exclusive bundles.
Things to consider:
Customer Success Stories
Detailed customer success stories showcasing the journey and transformation experienced using your solution can be powerful. Collaborate with influencers to create relatable and data-driven narratives. (Gartner Report)
Key insights:
Influencer marketing is a powerful tool when used effectively throughout the funnel. By prioritizing genuine connections and meaningful content, you can elevate your brand's visibility and create lasting customer relationships and revenue growth.
Ever want to chat about it? Shoot me a note on LinkedIn or subscribe to our YouTube. (TACK Network YouTube Channel)
Nick