Halloween is nearly upon us. A time where pumpkin spice flows, jack-o’-lanterns are lit, and children and adults alike search for a spooky getup to don on All Hallows’ Eve. But what about B2B brands? Will they find inspiration during the spooky season to take off their mask and showcase their human side? It can certainly be an undertaking.
The goal is top of mind for many industry professionals, as a recent LinkedIn report highlighted that 58% of B2B marketers plan to sustain or increase their investment in brand-building efforts that focus on humanization and emotional connection. But where might that investment be allocated? Two words: Influencer marketing.
It’s commonly believed that B2B audiences are more focused on marketing that is straightforward, favoring hard facts and technical details over the emotion-driven messaging so often used in B2C marketing.
Due to the complex purchasing decisions, B2B buyers are more focused on the ROI they can expect from the product, not how the solution will make them feel. But that doesn’t mean brands shouldn’t make a concerted effort to convey their human essence. With the right brand ambassadors in tow, it’s more than possible.
Not-so-spooky storytelling
We know B2B buyers are most interested in hard evidence, such as statistics, and that storytelling can influence purchasing decisions. In fact, consumers are 22 times more likely to remember a story-based statistic. That’s why it’s crucial to have an expert in your corner who can craft a narrative that is authentic and memorable. There are countless influencers who can speak on behalf of your brand and relay talking points, but there are only so many who can take that information and spin a tale that’s truly relatable and compelling.
For example, in the article “Digital transformation: 3 priorities for CIOs facing a tough climb,” social media thought leader Helen Yu puts storytelling at the heart of her story on digitization for business leaders, comparing the daunting process to her valiant climb to the summit of Mount Hood.
Source: The Enterprisers Project
Crafting high-quality thought leadership
Influencers have the power to weave spells of insights and expertise, and create quality, humanizing thought leadership that will have readers coming back for more. The word quality cannot be stressed enough.
A report from Edelman and LinkedIn found that nine out of 10 decision-makers and C-suite executives are more likely to be receptive to sales outreach from companies that consistently produce high-quality thought leadership. At the same time, 30% of those producing thought leadership say their organization doesn’t really know how to use it. By taking an influencer-first approach, you can review their already-existing content and past campaigns to determine fit as a creator for your brand.
Prolific tech-focused influencers like Ronald van Loon have large, engaged followings for a reason, as they use their industry know-how, trend-spotting skills, visionary thinking, and authenticity to create content that drives consistent interest.
Source: LinkedIn – Ronald van Loon
Show, don’t tell
Are you familiar with the concept of “show, don’t tell”? The writing technique, which authors use to create drama, is a method influencers can use to evoke emotion. More often than not in the B2B space, brands are simply telling you how great their product is, when they should be showing you, especially in the capacity of “real life” applications. While showing is often less efficient, it’s more detailed, expansive, humanizing, and captivating. Don’t limit the application of this technique to just prose; consider how influencers are using it to create all formats of content.
Source: LinkedIn – Theodora Lau
Mask off: Human faces build trust and humanize
Which individuals, outside of figurehead CEOs, do you associate with their respective B2B organizations? Can’t you think of many, can you? That’s the issue. An academic study indicated that consumers tend to favor brands that incorporate faces in their visual content, a practice that many brands could improve upon, as stock photos won’t always cut it. Employing an influencer gives you the opportunity to elevate their likeness that connects directly with their content and your brand.
Invite diversity to the party
There are plenty of organizations who don’t have the diverse voices needed to convey inclusive messaging and connect with often underrepresented demographics. This shortcoming becomes all the more important when you realize that, according to a survey from Facebook, 59% of respondents said they prefer to buy from brands who stand for diversity and inclusion in online advertising.
In the B2B space, this translates to stronger relationships with clients who appreciate brands that prioritize diverse voices and perspectives. With this knowledge in mind, you should seek out creators who can provide unique viewpoints and experiences that enrich brand narratives, allowing for emotional connections necessary to humanize your brand.
Casting a lasting spell with influencer marketing
Most B2B brands won’t shed their corporate mask during Halloween, nor do they need to. It’s simply a time to think about implementing tactics that will ultimately humanize your company.
Incorporating influencer marketing into your overall strategy is a good starting point, as embracing it into your marketing mix will allow you to put forward experts who not only craft compelling narratives but also serve as relatable figures that can bring out a human element, making them more trustworthy and approachable.
Furthermore, ensuring these voices are diverse allows brands to resonate with a broader audience and demonstrate their commitment to inclusivity, something clearly valued by today’s consumers and B2B buyers.
In a world where connection and authenticity reign supreme, you don’t need to change the core identity of your brand. Instead, you should embrace the expertise of influencers who can articulate your essence.
Would you like to bring influencers into your marketing mix? Don’t let the prospect of kicking a program frighten you. Contact us about our influencer marketing services today.
About the author
Alex White is the Social – Influencer Lead at TopRank Marketing and a proud U.S. Navy veteran. He leverages his industry experience to build deep, authentic relationships with today’s top B2B influencers, always delivering exceptional campaign results for a variety of Fortune 1000 brands. Alex’s approachable nature and can-do attitude regularly makes him a client favorite to work with, and our team agrees.