Wednesday, June 7, 2017

Why Carla Johnson Says B2B Has Been Missing Out With Influencer Marketing

If there's ever a content marketer out there with a heavy influence on B2B and the customer experience, it's Carla Johnson, hands down. The retail market arguably could reap ungodly revenue if they just listened to a year-long seminar of hers, no doubt. Logistically and realistically, though, it's an impossibility, so many of us are just tasked with the challenge of growing and evolving in our business on our own while ingesting snippets of what she has to offer.

We've Got the Goods on Carla Johnson Right Here, Though, in Her Latest:

Influencer marketing: you've heard of it, honestly. It's a trend associated with content marketing in a big way, but according to Johnson, B2B has missed the mark for the most part for a lot of reasons, one of which the factor has largely been underfunded with brands only allocating 10% on average of their budget. 50% of surveyed businesses have allocated less than $100K annually.

In short.... Businesses are missing out.

It's not B2B's fault, though, given the tainted lenses. When most people think of influencer marketing, they think, "yes, let's have Kim Kardashian endorse our business! And famous celebrities galore, yadda yadda yadda!", and something gets missed in the message.

Businesses don't see the value in influencer marketing as a result, thinking they have to get into SnapChat, Twitter or Instagram. The facet doesn't seem to connect with the idea of B2B. But we're proud to say that it's a misconception.

Influencer Marketing Isn't About "Popularity," But About Your Customer

Your customer is your celebrity. Not Kim Kardashian. One of the other misconceptions of influencer marketing is the fact that many a business believe they wouldn't have control over what the influencer says. Not true, if done correctly!

The fact is your customer being your influencer is about as closely linked and connected as you can be where the influencer will say exactly what you want them to say with minimal overhead. It's almost like a partnership, and not an endorsement, so to speak.

The good news, though, is a lot of businesses are just now starting to catch on, realizing the myth and educating themselves on the value that is influencer marketing from a B2B standpoint. 55% of surveyed marketers recently actually intend to spend more on influencers. Those spending more than $250K annually, the percentage sits even higher at 67% and higher still at 77% for those implementing state-of-the-art influencer marketing technology.

So it's looking good. B2B is still catching up, but at least they're "catching up"!

What Businesses Have Benefited From Influencer Marketing?

  • General Electric -- The brand's work with Instagram proves that photography delivers an impact, especially with GE Aviation.
  • Okta -- It's all about the customer stories. Influencer marketing is basically content marketing, but with real-life testimonials fleshed out into story mode, so a prospect can see the value of the company.
  • IBM -- That's right, the computer company. Their NewWaytoEngage Futurist Program actually harnesses a huge stable of influencers, generating loads of content, from videos to articles on their THINK Marketing website.

So you see it works.

Carla's Pretty Clear on Here: More B2B Brands Should Do It

Those B2B brands just have to realize that what they think influencer marketing is, it's not. And here's the bonus: it's a lot more creative than you think!

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