Noam “N.G.” Gordon, aka social media influencer @DearMishuDad
Influencer marketing is a hot topic in the business-to-business (B2B) space and corporations are looking for the best way to jump onto that specific type of influencer marketing bandwagon. Although B2B influencer marketing is in its infancy, we can—for the first time—begin to analyze and see some interesting trends in the space. In this article we review the state of and potential for B2B influence on LinkedIn, the most popular social media platform for business.
What is B2B influence?
First, it’s important first to answer the question: what is a “B2B influencer” in relation to social media platforms such as LinkedIn? If influence can be defined as changing people’s opinions, a B2B influencer is someone who can change the opinions of the people who follow their content on a social media platform. What kind of opinion? Love for a brand, acceptance of a new technology protocol, solution or industrial standard, and yes, even opinions that lead to B2B sales.
A good influencer can cause a purchasing manager to see a brand or product in a new way!
B2B influencers are often KOL (Key-Opinion-Leaders) in their industry, and—in contrast to B2C influencers—write whitepapers and books, present on panels at industry conferences, and may be featured in corporate videos.
While B2B influencers operate differently than B2C influencers, their social media influence can be measured using the same KPIs (Key Performance Indicators)—that is, by measuring responses, such as comments, “Likes,” tagging, reshares and clicks on the influencer’s posts. Those KPIs together represent what we know as “engagement.”
What type of person can generate this type of social media engagement? As with B2C, it is someone who people follow regularly and respect their opinion. And, often, followers’ affinity becomes much more than that: they may admire the person’s industry achievements, lifestyle, look, and attitude, and try to emulate them and to meet them on industry conferences, video sessions, to be referred via friends, etc.
At a certain point in the journey, if an influencer