Phạm TúInfluencer Marketing is an effective marketing tactic that can help you achieve multiple marketing goals at once. You can leverage influencers to increase brand awareness and image, increase the number of followers on your brand fan pages, and drive traffic to your website.
While Instagram’s power in Influencer Marketing is undeniable, LinkedIn is also important for B2B marketing. Here’s why you should focus on developing Influencer Marketing on LinkedIn.
Why Invest in LinkedIn Influencer Marketing?
LinkedIn is a platform for professionals from different industries to share their thoughts and interact with other professionals. They are usually senior executives or industry experts, unlike Instagram where anyone with a large number of followers can become an influencer.
As such, LinkedIn is a vital part of any B2B company’s influencer marketing strategy. However, most marketers are not investing in LinkedIn, instead focusing on Instagram and other popular social networks.
Using LinkedIn Influencer Marketing Effectively
Find influencers
Clearly define your criteria for choosing influencers, they should be in your field and have a certain level of expertise in their field.
Find out the insights of the audience that connects with influencers, make sure they match your brand’s customer profile.
Being active and engaging with your audience on each post is also important.
Use keywords
The most common and easiest way to find influencers on LinkedIn is by using industry-related keywords and phrases. When you type a specific keyword into the search box on the top left of the LinkedIn homepage, you’ll see a list of results – people related to that keyword.
Using specific, concise keywords or phrases will optimize your search capabilities.
Search LinkedIn Groups
Another manual way to find influencers is in relevant industry groups and select members who stand out in terms of posts and engagement to find out who might be potential candidates for your brand.
Influencer Search Engine
Many tools have advanced search filters like industry, location, followers, etc. to help you find the best influencer for your brand.
Approach and develop relationships
LinkedIn is a more professional social media platform than other platforms like Instagram and Twitter. Therefore, it is more difficult to find and collaborate with influencers on Linkedin because they are often industry experts and senior executives.
Unlike Instagram, where there is no shortage of influencers looking for collaborations, with LinkedIn influencers, you need to invest in the relationship before you approach for a collaboration.
You can do this by commenting on their posts and interacting with them in groups. Make sure they know you and you should be proactive in sending them collaboration requests.
Win-win cooperation
Once you’ve successfully connected with influencers, you can co-create high-quality content for your audience. Here are some ways to collaborate with influencers on LinkedIn to create content.
Article
One of the most popular ways to leverage Linkedin Influencer Marketing is to have them create posts that are relevant to both your target audience and their connections. Since LinkedIn influencers are industry experts, you can ask them to create high-quality thought leadership pieces.
Linkedin has its own blog where you can directly share long-form content and articles that are relevant to your audience. This can help establish yourself as an industry expert and build valuable connections.
You can also ask influencers to post articles describing their experiences with your products or detailing the features of your brand’s products.
Company page
Share a video or a simple post from an influencer and share it on their company page. Having an influencer talk about your product adds credibility to it and may encourage people to try it. This is a direct way for your product to reach their audience.
Quote
Another effective way to leverage influencers is to use influencer quotes in your content to increase authority and trust.
Measure results
No influencer marketing campaign is complete until you measure ROI and see how well your campaign is performing. This will be learning for the future.
Check the engagement rates of influencer posts to determine the campaign’s effective influencers while considering the campaign’s initially set goals.
B2B products have longer sales cycles, so if your goal is conversion, you should wait for an appropriate time before measuring results.
You can use an influencer marketing tool to manage all your influencers and track their performance easily. This will save you the time and effort required to manually track performance and measure results. Moreover, using an influencer management tool will make running the entire campaign much easier.
In Conclusion
Linkedin Influencer Marketing is a very important marketing tactic for B2B companies and should be an integral part of any B2B company’s marketing strategy.
LinkedIn is a social network for professionals, so it’s the perfect place for B2B companies to find their potential customers – decision makers and senior executives from other companies. Additionally, establishing yourself as an expert on Linkedin is a great way to get their attention.
Influencers can help you achieve that by amplifying the reach of your content and making people aware of your brand or product. Use LinkedIn Influencer Marketing to get your potential customers to notice and trust your brand more.
