Prohibition PR B2B Influence
Taking a fully integrated approach to social media, content marketing, video production, influencer relations, and paid social, Prohibition’s work delivers media exposure, brand awareness and new revenue streams.
In 2019 along with eight other awards Prohibition won the CIPR’s award for Best Corporate and Business-to-business Campaign and the Best PR Agency of the Year for the third time. It also smashed all records in the CIPR’s history by scooping eight awards including Best Use of Influencer Marketing.
What Is B2B Influencer Marketing?
Influencer marketing at its core is about brands engaging and developing relationships with individuals that have the relevant topical expertise, reach and resonance aligned with the brand’s goals. Many B2B brands are considering engaging influencers for marketing but are not clear on exactly how or what the best practices are; this is where Prohibition’s experience and creativity can help. Our B2B content campaigns are designed to bring together influencers around a topic that is key to your mission and marketing goals and expertise.
How B2B Is Different
Influencer marketing has been here for a longer time than people might think and is snowballing among B2B marketers.
If you think of influencer marketing, you probably imagine popular YouTube figures working with beauty brands or other consumer brands working with prominent people. But the marketing of B2B influencers does not necessarily look the same.
The overall concept is identical, but the influencers, types of content and the rest of the process can be quite different.
How Influence Works In B2B
Businesses trust each other more than the messages from brands; and therefore, B2B influencer marketing can be a considerable boon for your product or service. By putting some of the lessons learned by B2C companies into practice over the past several years, B2B brands can make the most of their influencer partnerships. However, there are significant differences.
Cracking The B2B Decision-Making Funnel
Most B2B purchases involve multiple decision-makers and it is likely that the B2B campaign will be longer to have the desired impact to reach the majority of people. Timeframes for B2B influencer marketing, therefore, differs a lot from B2C influencer programs, which can be as short as 30 days.
While B2C influencer campaigns often see immediate traction or and a return off the back of a single mega influencer post, the B2B buying cycle takes a lot longer. That means you should expect to work with influencers on B2B campaigns over a matter of months (or longer) to ensure that your message reaches saturation with as many people as possible.
Influencing Multiple Decision Makers
The typical purchasing group for a complex B2B solution can involve 6 to 10 decision-makers each armed with their own opinions shaped by four or five pieces of information they’ve gathered independently. Those decision-makers must then deconflict within the buying group. The ready availability of quality information via digital channels has made it much easier for these purchasers to collect data independently, meaning sellers (you) have less access and fewer opportunities to influence purchase decisions.
Message Momentum And Consistency
Just because people place their trust more in influencers than they do in your company, that doesn’t mean you should give up creating content. People are still interested in the content you produce-even to some degree in conventional, old forms such as press releases. So how do you make sure potential buyers see your content?
The best way to do this is to recognise who are the most influential people in your field and make an effort to build genuine relationships. Today, in terms of likes and shares, a domino effect needs to occur across social media. Before a content item can gain popularity, if you produce interesting, detailed, valuable content, it will be noticed by the people who make business buying decisions.
The term brand influencer means anyone (or something) that can influence other people’s buying habits or measurable actions by uploading some form of original content. This is often sponsored on social media platforms such as YouTube, Instagram, Snapchat or, god forbid, LinkedIn. Companies initially used compelling figures such as celebrities and athletes to help sell their products over radio ads and later, television. With the inception of social media, this has made other influential styles more common, such as individuals with an impact on social networking, vloggers, and producers of material.
Brand ambassadors are genuine lovers of a brand and its products. Such people are actively using the products of a company and want to spread the word about their products because they’re excited about seeing the brand thrive. Some people call them “top-notch cheerleaders!”. Ambassadors are brand experts, and specialists in selling the products socially, by word-of-mouth. They are not always a celebrity and do not always have an extensive network of followers on social media. Yet, in their profession, they are often authorities in the area that your brand represents.
Other Types of Influencers
- Nano Influencer
- Celebrity Influencer
- Blog Influencer
- Social Media Influencer
- Key Opinion Leader
- Thought Leaders
Main B2B Platforms
- Blogging platforms (WordPress/HubSpot/Others)
Why B2B Companies Should Be Advertising Through Influencers
A recent survey conducted by Influencer Marketing Hub revealed that 92% of the respondents believe influencer marketing is effective. Influencer marketing can help your brand when implemented correctly, to connect with prospective customers who would otherwise ignore your messages/traditional advertising.
Prohibition specialises in partnering with brands and influencers to deliver highly effective and authentic marketing campaigns offing a combination of traditional PR, social media, influencer marketing and media buying services that build trust and engagement.
You might be missing out on a great way to generate leads
- People buy from people? People want to see the content that relates to them and their needs
- People research, more than you think
- If they come to you people are more likely to buy from you.
Brands That Trust Us
The Power Of Macro & Micro-Influencers – Our Secret Weapon
At Prohibition, we actively work with all types of influencers whose audiences range from thousands to over a million-plus. Although big names and celebrity faces will always have a place, brands can no longer assume a high profile influencer will buy them instant credibility and make the investment worthwhile. Let’s start with the maths and then go through the data on why Nano.
- Nano-influencers: 1,000-10,000 followers
- Micro-influencers: 10,000-50,000 followers
- Mid-tier influencers: 50,000-500,000 followers
- Macro-influencers: 500,000-1 million followers
- Mega-Influencers: 1 million+ followers
Any influencer marketing campaign aims to make the audience engage with the influencer content in such a way that they feel compelled to take action. Even though these micro-influencers (10k-50k followers) and nano-influencers (1k-10k followers) have much smaller audiences, those audiences are almost always far more engaged than those of the mega-influencers. Marketing through Nano Influencers looks at hand-picking the right, niche influencers for you. The authentic, relatable, average Joe, someone who has an active interest in your category or brand, knows his/her way around its products and has a tight community of like-minded individuals with whom they interact.
Higher engagement rates: Without the trust component, any results will be superficial. A healthy engagement rate means a loyal following, rather than an inflated follower count bolstered by bots and fraud accounts. The higher the number of followers an influencer has, the more an engagement rate falls. As specified in one report, nano-influencers have an engagement rate of 7.2% on Instagram while micro-influencers engage up to 3.7% of their followings.
Low costs: In comparison with other opinion leaders, nano-influencers don’t require much marketing budget as they charge around significantly less on average for a branded post, and the majority of them are ready to review your product/service in exchange for freebies.
Social Media Marketing
Choose The Right Influencer For Your Brand
The trick to success is scalability, whereas one nano/micro-influencer will give limited reach, achieving ubiquity and buzz by engaging with a small army of niche influencers not only delivers higher value, enhanced engagement, credibility and reach.
Reach: Defined as the number of influencer followers. Reach can be determined by the number of followers on social media, blog readers or the number of visitors to the website of an influencer.
Relevance: If you want to reach your target audience, you have to make sure your influencers are essential to your business. Ensure that their niche aligns with your name, company or industry.
Resonance: A lot of followers doesn’t necessarily mean that an influencer has a high rate of interaction. We make sure to test engagement rates and how influencers communicate with their followers.
We Help You Avoid Costly Mistakes
It is not easy for B2B influencers to lure, engage and persuade today’s progressively distracted and distrustful consumers.
When it comes to adopting innovative ways of marketing, B2B brands could be accused of trailing behind their B2C counterparts; from social media and content marketing to using video to engage customers.
The most challenging aspect of influencer marketing is to ensure that your campaign is in line with the identity of your brand. Prohibition will recommend the best ambassador or influencer to raise your brand profile. Our experience is critical as the one misstep, or poor choice could undermine a brand’s online marketing campaign strategy indefinitely. This means wasted time and a lot of wasted money that you couldn’t afford.
Prohibition PR is a is a full-service influencer marketing agency that creates and executes strategic campaigns to deliver measurable results at scale.
How To Win Leads And Influence People
At Prohibition PR, we continuously optimise our strategies using real-time data insights to drive measurable results. When implemented correctly, influencer marketing will help get your products or services on the radar of prospective decision-makers. Influencer marketing can be a vital component of a B2B purchasing funnel, helping steer prospective clients who would otherwise ignore traditional forms of advertising. From choosing influencers whose audiences match their client’s to building custom and look-a-like audience segments for media boosting, our creative strategies ensure the best content is seen by the people our clients wants to reach. All that we do is driven around what it takes to help our customers achieve their goals. Each influencer campaign is unique and personalised for both the brand and the tone of voice of the influencer.
Taking A Collaborative Approach
Working with influencers should be a focused, collaborative approach. As influencers engage with your target audience, they are likely to have unique insights and expertise that can further drive your brand/product’s credibility. To re-enforce this benefit, Prohibition PR can educate influencers on specific features of a product or service a client wants to promote.
Beyond Social Media – Get More From Your Relationships
Influencer marketing is not limited to influencers pumping out content on social media–seek and invite them to talk at your events to boost your reputation further and get the most out of your relationship.
Determine Your Campaign Goals
Almost universally, the best B2B influencer marketing programs are those that have a heavy dose of creativity. At Prohibition, we believe in fully customising their services around each client’s objectives. Prohibition offers full influencer campaign management. Our services include reaching out, recruiting, and negotiating with Influencers. Our customer success managers maximise campaign performance and grow long-term partnerships with both brands and Influencers. We develop seamless ambassador program structures and engaging reward systems while managing the entire program and keeping track of the program’s results in real-time, helping brands and advertisers amplify their campaigns to reach the most relevant, engaged, and useful audiences.
Monitoring, Reporting And Measuring Success
One of influencer marketing’s most significant challenges has been assessing its effectiveness. Businesses in the early days of influencer marketing concentrated on calculating the impact of influencer posts. But reach doesn’t tell you all that much about the effectiveness of an influencer. Furthermore, the scope doesn’t necessarily correlate with the bottom line of a company.
Beyond directly collaborating with expert voices that have an audience in the hopes that the influencer will promote brand messages, successful B2B marketers see value across the entire customer lifecycle.
Our Primary B2B Influencer Marketing KPI’S
How It’s Measured: Potential reach based on the audience size of the influencer, paid impressions, and web traffic.
Why It Matters: Unless they know who you are, you can’t build relationships with or sell to customers. Establishing and increasing brand awareness is vital to achieving other goals, such as engagement and conversion.
How It’s Measured: Influencer social post engagements, podcast listens, video views, email and content clicks, view times and website bounce times.
Why It Matters: When the followers of an influencer engage with branded content, it helps to show that your content and brand are essential for the audience.
How It’s Measured: New social media followers (on one or more of your brand channels) and email sign-ups.
Why It Matters: The more people see messages from your brand, the more likely you are to be at the forefront of the consumer’s mind when it is time to purchase.
How It’s Measured: Direct sales, lead captures, and event attendance tracked via UTM codes, website tracking pixels, referral code redemptions, and offline event set data.
Why It Matters: Conversions indicate a direct impact on your bottom line.
How It’s Measured: Volume of positive brand mentions on activated social channels, campaign hashtag usage, landing page shares, and digital share of voice (percentage of your brand’s online conversation compared to competitors based on social listening).
Why It Matters: Contracted influencer content may be more authentic than brand-shared content, but nothing outranks the authenticity of organic conversation. Marketing is measurable, and what’s measured gets managed, improved, and celebrated as a critical means for achieving your business goals. Tracking and monitoring both the continued success and the performance of its strategies is vital for B2B marketers. After all, reporting campaign progress is essential to justifying marketing investment to senior management and demonstrating consistency with client goals. Prohibition PR are advocates of Specific, Measurable, Achievable, Realistic and Timely influence marketing campaigns that convey demonstrable value to state holders and marketing directors alike.
success might be found there. Still, the infrastructure of LinkedIn is the perfect environment for top B2B influencer discovery. It is also a great place to find business advice.