In the fight to capture their target audience’s attention, marketers and PR professionals must deploy a range of omnichannel tactics to boost engagement, raise brand awareness, and move customers further down the purchasing funnel. Today, Merritt Group is thrilled to add one more channel to the mix with the launch of our new B2B and B2G influencer marketing offering.
According to Gartner, Inc., B2B buyers value third-party interactions 1.4x more than digital supplier interactions. The same survey found that YouTube was the top social media channel for this audience, influencing 65% of recent B2B purchase decisions. Facebook and Instagram followed closely behind at 60% and 55% respectively. Brands that aren’t fully investing in these channels are missing a valuable opportunity to reach their end customers wherever they browse, work, and learn.
“We’ve seen the value of authentic social media engagement spike in recent years. Formalizing our B2B influencer marketing offering was a logical next step. It allows us to expand upon the deep media relationships and industry connections we’ve already built over the last two decades as marketers and PR professionals to drive real, measurable results for our clients.”
– Alisa Valudes Whyte, Senior Partner and CEO, Merritt Group
Why influencer marketing for B2B and B2G?
Influencer marketing has already been tested and proven to be a highly effective marketing tactic in the consumer space. So it’s no surprise that B2B and B2G audiences can find value in the channel, too. Think of B2B and B2G influencer marketing as an extension of your existing PR programs. Partnering with the right influencer or recognizable name in your field can lift your brand and drive faster sales conversions. It can also be a great way to build cost-effective content.
However, the true value of influencers lies in their ability to act as authentic ambassadors for your brand. Whether organic (where the influencer genuinely likes your company and promotes it without payment) or paid (where you pay a fee in exchange for access to the influencer’s highly engaged audience), the right influencer can act as a window into your brand. When paired with other tried-and-true tactics like paid ad campaigns and earned media, influencers can further bolster customers’ confidence in your brand by acting as a relatable opinion they can trust.
We’ve already seen how impactful influencer marketing can be for B2B and B2G audiences. According to a study by Influencer Marketing Hub, companies that invest in B2B influencer marketing see a $5.20 average return for every $1 spent.
How do you build a great influencer campaign?
Through our work with PR and media programs—and our affiliation with our B2C sister agency, Cutline—Merritt Group has experience building successful influencer marketing campaigns for our clients. Over the years, we’ve identified a tried-and-true formula for building a winning influencer strategy.
- Step 1: Define your campaign goals and target audience. The first step to any good media campaign—influencer or otherwise—is defining what success looks like for your brand. What are you trying to accomplish, and who do you want to reach with your message? By creating a defined list of goals around your B2B or B2G influencer marketing campaign, your marketing dollars can be used efficiently and effectively.
- Step 2: Identify the right influencer for your brand. The next step (and perhaps the most difficult) is finding the right influencer to represent your brand. Not only should this person be knowledgeable and well-recognized in your industry, but the brand fit needs to go both ways. The influencer’s content and personal brand should align with your company’s vision and values, and the product or service you’re trying to promote needs to match their audience’s core interest areas and strategic priorities. In our years of PR and marketing work across government, cybersecurity, healthcare, enterprise tech and emerging technology sectors, Merritt Group has built a wide network of deep relationships with key B2B and B2G influencers. This has allowed us to quickly connect with and vet some of the best in the business, so we can better find the right fit for your campaign goals.
- Step 3. Develop creatives and launch your campaign. Once you’ve identified your priorities and secured your brand ambassador, it’s time to develop content and act on your plan. From liaising with influencers on creative briefs to delivering campaign assets and amplifying content via social, Merritt Group is ready to do what it takes to make your campaign a success! Plus, thanks to our industry expertise, we can also help validate influencer content to ensure it will resonate with your target audience.
- Step 4. Measure your success. Finally, no campaign is complete without reporting or measurement. It’s important to track metrics around brand awareness, audience engagement, influence, and customer action to determine your final campaign ROI. Regular reporting and measurement also deliver valuable insights that can be used to improve future campaign results.
While Merritt Group has worked with a number of industry influencers through our various PR and media programs, we’re thrilled to formalize our new B2B influencer marketing offering as another way for our clients to drive success. When used strategically, influencers can help drive connections and spread valuable knowledge to interested, highly engaged audiences. We look forward to seeing how the B2B and B2G space adapts to this growing influencer trend.
For more information on Merritt Group’s new B2B and B2G influencer marketing service, visit our solution page and check out our recent Lay of the Brand podcast episode with Samsung’s Nidhi Mehta.
