It’s no secret that the world has become much more digital during the pandemic. Therefore, but one change that may surprise many is how important online communities have become .
People have shifted to identifying most with their online communities, which have surpassed
Traditional non-digital community
The current pandemic shift has been reflected in a significant decline in trust in brands and marketers, with a Salesforce report saying 50% of American consumers have struggled to trust brands since the pandemic began.
According to a recent Gallup poll, public perception and trust in the advertising and PR industry has fallen to a new low . According to newly released survey data, just 26% of American adults said they view PR and advertising somewhat or very positively, an even deeper trough than the previous low of 27% in 2008, with net positive ratings now even lower than during the previous record low in 2003.
Fortunately just as trust in brands
and advertising has declined, so has the rise of digital communities—one that is well-positioned to harness the power of influence and trust: B2B influencer marketing .
Consumers need to trust the content they encounter, so 2023 is shaping up to be a year of increased demand for integrity and authenticity, which brands and social media channels will need to adapt to. Brands will move further away from personas and focus on their brand’s broader communities. These spaces will be less about an influencer posting content and more about the exchange between all members of the community.
B2B influencer marketing:
Influencer marketing is becoming an increasingly important element in marketing strategies, but we most often associate it with the B2C (Business-to-Consumer) segment and popular social media influencers who cover entertainment and lifestyle on platforms like Instagram. However, there is also a B2B (Business-to-Business) equivalent, where influencers are called content creators, subject matter experts, or other terms that differentiate them from B2C influencers.
B2B influencer marketing offers an ideal way to combat declining brand trust, especially when combined with the rise of digital communities. We’ll take a look at what B2B influencer marketing entails and how it can help increase brand trust.
Identifying suitable influencers
In the world of B2B influencer marketing, it’s not just about the number of followers or popularity on social media. The key element is identifying the right influencers who are respected in the industry and are perceived as experts. Credibility and relevant knowledge are key factors that attract the attention of other professionals.
Building trust and authority
B2B influencer marketing can play a significant role in building brand trust . When experts and content creators share your products or services, it adds weight to your brand message. People tend to trust recommendations from reputable experts more than traditional advertisements.
Creating Relevant Content B2B influencer marketing relies on creating relevant content that appeals to your target market. Influencers can bring new perspectives and unique stories that will engage your audience. This content can then be shared and used as part of your own marketing strategy .
Involvement in digital communities
With the rise of digital communities, B2B influencer marketing is taking on a new dimension. Influencers can play a key role in leading conversations in these online communities where trends and issues related to the industry are discussed. Engaging in such communities allows you to gain valuable opinions and feedback from potential customers.
Strengthening the overall marketing mix
B2B influencer marketing should not replace traditional marketing activities such.
SEO and PPC advertising , but rather enhance and complement them.
Combining different marketing channels and strategies can create a strong and integrated approach to brand promotion. How to recognize an authentic and trustworthy influencer for your campaign