How to find B2B influencers?

Influencer marketing has become one of the most preferred marketing channels for brands. As of April 2024, there are 5.07 billion social media users, creating the largest virtual market for brands. Traditional means of advertising and social media ads can be very costly and sometimes ineffective in capturing the attention of audiences. This is where influencer marketing steps in to fill the gap.

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What is influencer marketing?

Influencer marketing is a collaboration between popular social-media users and brands to promote brands’ products or services. As per Statista. " The [Influencer Advertising] market is expected to experience an annual growth rate (CAGR 2024-2029) of 9.91%, leading to a projected market volume of US$56.28bn by 2029." What is it that Influencer Marketing offers over other channels that it is witnessing such growth rates. The answer is simple, time and cost savings, better targeted audience and therefore higher Return on Investment. According to Statista, 60% of marketers agree that influencer marketing has a higher ROI than traditional advertising.

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Lately, with the boom of the startup economy, many startups and early-stage businesses have turned to influencer marketing to address the needs of other businesses. This niche segment has come to be known as B2B influencer marketing.

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B2B influencer marketing

B2B influencer marketing involves leveraging the influence and credibility of individuals or entities within a specific industry to promote products or services to other businesses. Unlike traditional B2C (business-to-consumer) influencer marketing, which targets individual consumers, B2B influencer marketing focuses on building relationships and trust with business decision-makers. Influencers in this space are often industry experts, thought leaders, or professionals who have a significant following and can effectively sway the opinions and purchasing decisions of other businesses. This strategy helps brands increase their reach, build authority, and generate high-quality leads within their industry.

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Who are B2B Influencers?

B2B influencers are creators with high authority, authenticity, and expertise in a specific field or domain. Thus they are specialised in a domain and provide valuable information to their audience. This means sharing not just advice, best practices, and tips, but also products and services overviews, tutorials, and so on. In summary, B2B influencers create content aimed at industry experts and target a specialized audience. It is important to note that a B2B influencer is not a brand employee selling products and services on social media. Instead, they are independent creators who add value to their audience by promoting various products and services beneficial to their professional routines. B2B influencers are typically active on platforms such as YouTube, LinkedIn, and Twitter. Additionally, many of them produce supplementary content such as podcasts, talks, and blogs.

B2B influencer marketing encompasses several types, each catering to different strategies and goals. Thought leaders and industry experts, often recognized for their deep knowledge and insights, share valuable content that shapes industry trends and opinions. Brand advocates are loyal customers or partners who genuinely endorse a company's products or services based on their positive experiences. Content creators, including bloggers, podcasters, and video producers, generate engaging and informative content that resonates with their professional audience. Event speakers and panelists lend credibility to brands by associating with them at industry conferences and webinars. Lastly, social media influencers with substantial followings on platforms like LinkedIn, Twitter, and YouTube amplify a brand's message to a broader yet targeted audience. Each type plays a crucial role in enhancing brand visibility, credibility, and engagement within the B2B landscape.

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How to find B2B influencers?

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4 Ways to Find B2B Content Creators

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1. Direct Search on Social Platforms

  - Pros:

    - Direct access to a vast pool of potential creators.

    - Ability to personally vet and choose creators that align with your brand.

  - Cons:

    - Time-consuming to identify and evaluate each creator.

    - Risk of partnering with low-quality creators if not thoroughly vetted.

2. Consult Community Experts

  - Pros:

    - Trusted recommendations from within your professional network.

    - Potential for high-quality content due to established relationships.

  - Cons:

    - Limited pool of candidates compared to broader searches.

    - Quality may vary, and options might be less diverse.

3. Utilize Content Creator Sourcing Tools

  - Pros:

    - Access to a wide range of creators with detailed profiles and audits.

    - Streamlined process for identifying and selecting suitable creators.

  - Cons:

    - Potential costs associated with using premium tools.

    - Requires familiarity with the tool to maximize its benefits.

4. Partner with an Agency

  - Pros:

    - Agencies offer curated lists of vetted influencers.

    - Full campaign management, saving time and resources.

  - Cons:

    - Higher cost due to agency fees.

    - Less control over the selection process and campaign execution.

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Why use Content Creator /Influencer Sourcing Tools?

Content creator/influencer sourcing tools offer several advantages that can significantly enhance the efficiency and effectiveness of B2B influencer marketing campaigns:

1. Access to a Wide Range of Creators: These tools provide access to a diverse pool of content creators and influencers across various industries and niches. This broader reach increases the likelihood of finding influencers who align with your brand and target audience.
2. Streamlined Search Process: Sourcing tools typically offer advanced search functionalities and filters, allowing you to narrow down your search based on specific criteria such as industry, audience demographics, engagement metrics, and more. This streamlines the search process and saves time compared to manual searches on social media platforms.
3. Detailed Analytics and Insights: Content creator sourcing tools often provide detailed analytics and insights into the performance and audience demographics of potential influencers. This information helps you make informed decisions about which influencers are best suited for your campaign objectives.
4. Facilitated Communication and Collaboration: Many sourcing tools include built-in communication features that streamline the process of reaching out to and collaborating with influencers. These features can include messaging capabilities, contract management, and campaign tracking tools, simplifying the collaboration process.
5. Quality Assurance: Sourcing tools often include vetting processes and quality assurance measures to ensure that the influencers in their database meet certain criteria regarding authenticity, engagement, and relevance. This helps mitigate the risk of partnering with low-quality or fraudulent influencers.
6. Campaign Management: Some sourcing tools offer campaign management functionalities, allowing you to plan, execute, and track influencer marketing campaigns from within the platform. This centralized approach can improve efficiency and organization throughout the campaign lifecycle.

Some common Influencer Sourcing Tools available out there are Upfluence, Modash, Favikon and others.

Favikon is a preferred tool for B2B Influencer marketing with its focus on multiple industries and niches and curated creator profiles. You can start finding B2B content creators by searching below.
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More on Influencer Marketing:

5 reasons to use Influencer Marketing Tools

The different types of influencer marketing campaigns

How are B2B Influencers Paid?

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