{"id":3690,"date":"2021-08-16T13:57:24","date_gmt":"2021-08-16T19:57:24","guid":{"rendered":"https:\/\/cohnmarketistg.wpengine.com\/?post_type=perspectives&#038;p=3690"},"modified":"2023-12-02T22:59:16","modified_gmt":"2023-12-03T05:59:16","slug":"b2b-influencer-marketing","status":"publish","type":"post","link":"https:\/\/cohnmarketing.com\/b2b-influencer-marketing\/","title":{"rendered":"A Quick Guide to B2B Influencer Marketing in 2021"},"content":{"rendered":"<h2>How working with digital creators can advance your B2B marketing<\/h2>\n<p>Social media has become a primary tool for connecting with consumers and differentiating your B2B brand online. However, this sudden influx of businesses embracing <a href=\"https:\/\/cohnmarketing.com\/expertise\/capabilities\/digital\/\">digital marketing<\/a> has made the battle for audiences&#8217; attention even greater.<\/p>\n<p>Any marketer knows that consumers trust the messages of other consumers more than brands. This word-of-mouth preference has accelerated the popularity of influencer marketing. However, many B2B brands still struggle to see the value of these influencer relationships.<\/p>\n<p>The reality is that B2B <a href=\"https:\/\/www.merriam-webster.com\/dictionary\/influencer\" target=\"_blank\" rel=\"noopener\">influencer<\/a> marketing is important, and in most cases, more effective than B2C. Pulling from the insights of our digital marketing pros, we\u2019ve broken down the essential tools for a successful influencer campaign in 2021.<\/p>\n<h2>How to run a successful B2B influencer marketing campaign<\/h2>\n<h3>Find Existing Brand Advocates<\/h3>\n<ul>\n<li>A cardinal rule of any <a href=\"https:\/\/cohnmarketing.com\/a-quick-guide-to-influencer-marketing-in-2021\/\">influencer marketing<\/a> campaign is collaborating with creators who are relevant to your niche. Before you start looking for high-profile (and high-cost) personalities, try looking inward at those who are already familiar with your <a href=\"https:\/\/cohnmarketistg.wpengine.com\/capabilities\/brand\/\">brand<\/a>. These can be current employees sharing information about your business online or connecting with partners who have a trusted voice in the market. This saves you the hassle of research and comes across more authentically to the audiences that matter.<\/li>\n<\/ul>\n<h3>Engage Beyond Social Media to find the right influencers<\/h3>\n<ul>\n<li>While most influencers have found their primary audiences on <a href=\"https:\/\/cohnmarketistg.wpengine.com\/perspectives\/how-to-use-instagram-for-b2b-marketing-2021\/\">social media<\/a>, when it comes to B2B audiences, their reach expands into <a href=\"https:\/\/cohnmarketing.com\/podcasts-missed-opportunity\/\">podcasts<\/a>, blog posts, keynote speakers, conferences, and other <a href=\"https:\/\/cohnmarketing.com\/strategic-thought-leadership-content-agency\/\">thought leadership<\/a> platforms. By searching beyond the mainstream media, you can find influencer programs that have carved out a loyal audience relevant to your business niche.<\/li>\n<\/ul>\n<h3>Develop Original and Innovative Content<\/h3>\n<ul>\n<li>Just because you are marketing towards other businesses doesn\u2019t mean your creativity needs to be stifled. In fact, breaking conventions around <a href=\"https:\/\/cohnmarketistg.wpengine.com\/b2b-marketing-agency\/\">B2B marketing<\/a> will transform your sales pitch into a work of art. Subsequently, it will develop a lasting impression on decision-makers and potential customers. Influencers are called <a href=\"https:\/\/cohnmarketistg.wpengine.com\/capabilities\/digital-marketing-agency-denver\/\">digital<\/a> creators for a reason. Lean on them to produce exciting, innovative <a href=\"https:\/\/cohnmarketistg.wpengine.com\/perspectives\/why-content-marketing-is-important-for-b2b\/\">content<\/a> and put a human voice to your brand.<\/li>\n<\/ul>\n<p>In 2021 and beyond, influencer marketing is only expected to rise and become a primary channel for <a href=\"https:\/\/cohnmarketing.com\/how-to-run-a-b2b-marketing-campaign-for-b2b-brands\/\">B2B marketing<\/a>. Are you looking at your marketing budgets for the year and see an opportunity to get ahead of the competition?<\/p>\n<p><a href=\"\/contact\/\">Connect with COHN<\/a> today and we\u2019ll bring our integrated team of driven B2B experts together to solve your biggest challenges.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How working with digital creators can advance your B2B marketing Social media has become a&#8230;<\/p>\n","protected":false},"author":3,"featured_media":3691,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[124],"class_list":["post-3690","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-b2b"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A Quick Guide to B2B Influencer Marketing in 2021 - COHN Marketing<\/title>\n<meta name=\"description\" content=\"Interested in running an influencer marketing campaign in the B2B space? Let the COHN team give you a quick overview in this expert guide.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cohnmarketing.com\/wp-json\/wp\/v2\/posts\/3690\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Quick Guide to B2B Influencer Marketing in 2021 - COHN Marketing\" \/>\n<meta property=\"og:description\" content=\"Interested in running an influencer marketing campaign in the B2B space? Let the COHN team give you a quick overview in this expert guide.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cohnmarketing.com\/b2b-influencer-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"COHN Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/cohnmarketing\" \/>\n<meta property=\"article:published_time\" content=\"2021-08-16T19:57:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-12-03T05:59:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cohnmarketing.com\/wp-content\/uploads\/2021\/08\/pexels-ehsan-7538824.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"3714\" \/>\n\t<meta property=\"og:image:height\" content=\"4643\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"cj\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cohnmarketing\" \/>\n<meta name=\"twitter:site\" content=\"@cohnmarketing\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"cj\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/cohnmarketing.com\/b2b-influencer-marketing\/\",\"url\":\"https:\/\/cohnmarketing.com\/b2b-influencer-marketing\/\",\"name\":\"A Quick Guide to B2B Influencer Marketing in 2021 - COHN Marketing\",\"isPartOf\":{\"@id\":\"https:\/\/cohnmarketing.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/cohnmarketing.com\/b2b-influencer-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/cohnmarketing.com\/b2b-influencer-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/cohnmarketing.com\/wp-content\/uploads\/2021\/08\/pexels-ehsan-7538824.jpg\",\"datePublished\":\"2021-08-16T19:57:24+00:00\",\"dateModified\":\"2023-12-03T05:59:16+00:00\",\"author\":{\"@id\":\"https:\/\/cohnmarketing.com\/#\/schema\/person\/6d5ba835d6d1baa9e1cd82582f36e376\"},\"description\":\"Interested in running an influencer marketing campaign in the B2B space? 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