K.I.S.S: Keep influencer strategies straightforward.

My journey through working with influencers in toys, whiskey and streetwear taught me this very concept. Know your audience, align with the influencer’s tone and provide value.

Do your homework.

Before partnering, check if an influencer’s crowd matches yours. Chat with them as you would with any media outlet. Who follows them? What content flies high? You want your sponsored post to fit naturally within their feed.

We piloted our first LinkedIn influencer program last year. We sifted through creators’ social feeds to ensure the fit was natural. We found an opportunity to create an authentic partnership that spoke to their community of followers and aligned with their regular content.

If it ain’t broke, don’t fix it.

Influencers know their turf. If their style aligns with your brand, let them take the reins. Narrow down your list, then step back and let them do their thing.

Provide freedom within fences.

Give influencers creative space, but set clear goals and boundaries. This balance allows them to bring their creativity to the forefront while ensuring ROI remains a priority. The post should first and foremost provide value to their audiences.

Did someone say ‘free?’

Leverage the allure of freebies. Take a lesson from the streetwear playbook—people, including influencers, love free stuff. Offer freebies that add value to your audience for remarkable returns at a fraction of the cost.

Play the long game.

Successful influencer campaigns should be viewed as a beginning, not a means to an end. Forge lasting bonds to establish deeper ongoing partnerships that will reap stronger brand loyalty and build connection twofold.

Redefining B2B marketing

We’re not just competing with peers on social platforms, but with creators and B2C brands on those very platforms. So, how does one stand out? By building authentic bonds with the audience.

Every interaction involves a human, whether in B2B or B2C. Success on social comes down to understanding your audience, delivering value and fostering a two-way relationship. Keep your objectives simple, stay true to your brand and let influencers do their magic.

Building relationships transcends traditional marketing boundaries and emphasizes an understanding of your customers’ needs and aspirations. Success hinges on delivering authentic value, creating a two-way dialogue and building a human experience. In this era of constant digital noise, personalized and relationship-driven B2B strategies cut through the clutter and ultimately create a lasting impact.

By embracing simplicity, staying true to the brand identity and empowering influencers on social to work their magic within clear boundaries, B2B marketers can redefine what it means to be a “B2B marketer.”