Influencer Marketing Trends in B2B Tech

Looking for the latest influencer marketing trends? In B2B tech, it’s about developing trust-based relationships with people who can reach your most important audiences. In today’s over-crowded media marketplace, that means providing something useful to sought-after influencers across a range of channels.

Influencer marketing is more important than ever.

Like it or not, direct competitors aren’t the only thing threatening your ability to capture your audience’s attention. Consumers and B2B buyers are bombarded with myriad entertainment and information options, spanning a constantly growing range of media channels.

To be heard, you need to compete with every other piece of media that your audience can access on their mobile, laptop and tablet devices.

And that’s why more and more brands are researching influencer marketing trends to connect with key audiences. Instead of chasing audiences across the digital universe, influencer marketing lets you reach audiences through individuals they already trust and rely on as sources of information.

Influencer marketing trends or influencer marketing strategy?

The most effective influencer marketing trends don’t involve a single, “silver bullet” tactic. Across industries, the navigation of trends is about understanding the channels and influencers that target audiences value right now – not last year.

With that in mind, here are several things you need to know about potential influencers to make influencer marketing trends work for your B2B technology company:

  • Relevance – The influencers you recruit for your brand must be relevant to your most important audience. Too often, brands and marketers are dazzled by large followings and fail to consider whether the influencer provides any real value to prospects, leads, customers and other influencers.
  • Reach – After a potential influencer passes the relevance test, you need to evaluate reach. Audience size counts. But again, it’s not the only factor. You also need to determine whether the influencer is present on channels that are important to your audience today and are likely to remain important to them tomorrow.
  • Engagement – Audiences engage with influencers that resonate in a meaningful way. Influencers with large, but passive followings aren’t nearly as useful as influencers with followers who routinely share their content on social media and other channels. 
  • Fit – Potential influencers should align with your brand’s voice and tone. For example, if your brand voice is known for its distinctively casual and witty voice, an influencer with a formal and professional tone will feel like a mismatch and won’t elicit the same level of trust from your audience.

Get results from influencer marketing with Walker Sands

Ready to make the most of your influencer marketing efforts? At Walker Sands, we convert influencer marketing trends into results for some of the nation’s fastest growing B2B technology brands. Backed by a track record of success across multiple technology categories, our team of PR and digital marketing pros can leverage existing relationships with key influencers to amplify your brand’s messages among target audiences.

To learn more about the latest influencer marketing trends, download our recent white paper, Under the Influence: A B2B Guide to Influencer Marketing.

To get started, contact us today and discover how Walker Sands can deliver measurable improvement to your brand’s PR and marketing investments.

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