B2B influencer marketing is an ideal way for brands to drive digital conversations during the global health crisis, and we have 13 ways influencers can virtually deliver many of the benefits that have been lost due to postponed or cancelled real-world events.
With 45 percent of consumers spending more time on social media and 95 percent spending more time on in-home media consumption according to a recent GlobalWebIndex survey, now is an ideal time for brands to drive digital conversations using influencer marketing.
Another recent survey found that 92 percent of marketers believe putting on successful virtual events will be important or critical in the coming months.
Some brands have already chosen to postpone or cancel their events all the way through the middle of 2021, including major players Facebook and Microsoft.
Physical events typically offer a well-rounded array of benefits to everyone involved, from the organizers to attendees, exhibitors, partners, sponsors, speakers, and more.
Some of the traditional benefits of real-world events include:
Boosting Brand Awareness
Gaining New Audiences & Clients
Forging New Business Relationships
Building Highly Targeted Leads
Creating Lasting Impressions
Advertising & Sponsorship Opportunities
Providing Giveaway & Contest Opportunities
Saving Time with All-In-One Conference Experiences
Accessing Key People
Testing New Products & Services
Connecting with Attendees
As brands look to utilize virtual events it can be daunting to find relevant substitutes for all of these benefits that real-world events provide, and many have been asking themselves “How can I replace these key real-world event benefits?”
Luckily, B2B influencers can readily provide strong alternative benefits that don’t require physical events, and we’ll look at what they can offer for each of the traditional event advantages.
How B2B Influencers Bring Back the Benefits of Physical Events
How can influencer marketing help B2B brands create new virtual versions of the kinds of experiences that they’ve typically gained from traditional real-world events that are now cancelled or postponed?
“By collaborating with influencers on educational, entertaining and interactive online content, B2B brands can satisfy the hunger buyers have for credible content experiences that engage and inspire,” Lee Odden, chief executive and co-founder of TopRank Marketing noted.
B2B influencers helping co-create and promote these types of engaging content experiences can be particularly powerful now, as consumers are forced to seek out inspiration in a virtual world to replace what they typically gain through attending real-world events.
In substituting virtual for real-world, our client Adobe’s annual Summit conference chose to explore a “choose your own adventure”-style virtual session selection experience — a type of content especially promotable using influencers.
“We decided the best way to do the storytelling was to allow a lot of user choice and not keep them captive,” Alex Amado, vice president of experience marketing at Adobe*, recently told Adweek.
“We felt ‘choose your own adventure’ was the best way for the audience to get more value out of it. When you’re online there are distractions, so we had to play to the situation as best we could,” Alex added.
Uniting influencers with customers and media should now 工作职能邮件数据库be a key marketing focus for brands, according to public relations and marketing consultancy Edelman.
“Digital marketing provides unique opportunities for cross-promotion in partnership with customers, vertical media and influencers,” Edelman’s Joe Kingsbury and Ben Laws recently noted in “Beyond Conferences: How B2B Marketers Should Approach a Covid-19 World.”
“By collaborating with influencers on educational, entertaining and interactive online content, B2B brands can satisfy the hunger buyers have for credible content experiences that engage and inspire.” @LeeOddenCLICK TO TWEET
B2B Influencers Help Gain New Audiences & Clients
86 percent of marketers in charge of ad spend allocation said that they either might or definitely would use social media influencer marketing during the health crisis, topping a list of marketing strategies in a recent IZEA survey.
Tom Treanor, global head of marketing at our client Arm Treasure Data, sees strong opportunities for influencers as brands look to replace the benefits of real-world events.
“With in-person events on hold indefinitely, marketers have lost one major channel,” Tom noted.
“Events are a place to connect face-to-face with potential buyers, to share thought leadership and to gain visibility in their target markets. With that channel gone for now, it’s an important time to look at other available — and often under-utilized — channels, including influencer marketing,” Tom added.
“Working with influencers is a potentially valuable channel for many companies. Why? Because influencers are ta