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We're still in the very early stages of influencer marketing in B2B. Creators are emerging and building strong audiences that companies want to monetize. We also see B2B taking many of their playbooks from the B2C companies that have come before them. The only problem is that B2C companies have typically done a terrible job of executing when it comes to influencer marketing. And what could be considered "successful" won't work in B2B because they are generally direct response campaigns:
- Use promo code XYZ when you check out
- Use my link in the description to get 10% off
- etc.
These campaigns may benefit the creator and the company for short-term gains, but what they end up doing is alienating the audience.
Creators spend years in some cases to build strong relationships with their fan base and then organizations come in and start to erode at those relationships by highjacking the content and making the creator less credible.
In this episode, we talk about the common mistakes that companies have made in the past, as well as the mindset shift and tactical execution you need to employ to create successful influencer campaigns.
