Instagram is now one of the biggest showcases for businesses of all types. Nielsen's research also shows that 67% of active Brazilian users on the network follow a digital influencer.
Of these, 55% say they have already purchased something because of reviews from these influencers. And this makes a difference: the numbers show that the return on investment ( ROI ) in influencers is five times greater than the capital invested. So, yes, digital influencers give brands more recognition and credibility.
But unlike the B2C market, where influencers are celebrities, artists or famous people who are somehow known to the general public - even if they are more identified with a certain niche - the B2B influencer is quite different.
A B2B influencer is a person who uses your company's product and who understands the subject well enough to be a reference and speak to your specific audience.
So if it's an air conditioning company, he could be the installer or designer of the refrigeration system in hotels or other companies, for example.
But a B2B influencer can also be an executive morocco whatsapp data who has a good network of relationships on LinkedIn.
In this way, it generates engagement and reinforces the human discourse aligned with that of the brand , proving that the company has an efficient, dedicated and qualified professional team to build real solutions for real problems of other companies.
The B2B Influencer and the Timeline
A man producing video content
One strategy that has proven to be very interesting is to transform the company's own employees into digital influencers. Magazine Luiza is one of the companies that has included its employees in the branding strategy to present the brand in a more human way.
Therefore, a well-planned campaign should be fluid and natural - without seeming like an unbelievable advertising piece. And there may be one or more B2B influencers , depending on the calendar, available budget and campaign strategy.
However, it is important to keep in mind that, although the B2B influencer can accelerate the sales funnel, the timeline is naturally longer than in the B2C market.
After all, it does not eliminate the complexity of sales between companies, but it uses its authority and credibility to promote the brand and impact the purchasing decision, which can shorten the negotiation.