Influencer marketing is a milestone in marketing, allowing for individuals from all walks and career paths to share their experiences and knowledge to an interested and potentially invested audience from across the world.
B2C influencer marketing is the home place of much of the hype (well founded) and it’s the bedrock to which a significant and increasingly large section of business budget now resides…but what of B2B influencer marketing?
Well, as the Covid 19 crisis continues, the world has seen a need to pivot; workplace practices, hours of work, places to promote goods and other factors have seen B2B influencer marketing step away from it’s traditional home of conferences and events marketing and truly begin to embrace the #digital aspects of it’s resources.
Online/virtual meets are a daily event, podcasts are run from home offices (or kitchens or wherever), blog posts are littering our social feeds and short form video with home editing is a skillset many are learning.
So, the question is, how can B2B transition from the business grey to the technicolour we all wish to see in?
Well, an understanding of it’s alter ego on the B2C side of things would be an advantage for any business/brand, but in particular for those launching themselves as a ‘brand’.
Video, a resource we all process, thanks to mobile technology allows, in conjunction with numerous, free editing apps, a chance to create content in minutes to various levels.
The reason I say to various levels isn’t specifically down to skill (although that does come into play), I’m thinking more about 2019’s marketing word of the year, ‘authenticity’.
To achieve that, a certain amount of honesty is needed, meaning, if your video has quality content/insight/value, then the shaky camera work, hit and miss lighting and dodgy editing shouldn’t make a blind bit of difference.
Long form, short form, variety of style, location changes, even costume changes…it all adds to keeping your audience invested and involved.
These videos can be transcribed for blogs and quotes for your white papers, the audio can be top and tailed and shared on your #podcast, the videos shared across a multitude of social media, and even sent across cyberspace through your mailing list.
But ultimately, this content has to be valuable and enticing because, let’s be clear, there is now more video content than ever before and to stand out from your competitors, you must try something different.
If you wish to speak with us, visit Wing Digital Marketing and let´s make productive and successful changes together.
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