We have a saying here at Social Tribe, B2C and B2B influencers have one key thing in common: speaking to audiences human to human (H2H). While the gap between B2B and B2C influencers has grown smaller as a result of this, it’s still clear why a brand would work with one over another for an event.
However, depending on your brand and audience, it might be in your best interest to work with both a B2B and a B2C influencer for your event campaign to magnify each other’s message and drive engagement. Since B2B prospects are consumers at the core, combining influencers can expand unique reach and incorporate a fun, relatable, and highly engaging element that hooks your audience. For instance, a B2B tech company leveraged B2B and B2C influencers at the National Retail Federation conference to help them reach number one in Share of Voice.
When you’re trying to decide whether to work with a B2B influencer, B2C, or both; you’ll need to be clear on your target audience, campaign goals, product, and/or service sales cycle. That’s when the fun begins!
B2B vs. B2C influencers: The Basics
An easy way to distinguish a B2B influencer audience from a B2C influencer audience is that the B2B influencers business audience is responsible for making business decisions and finding business solutions for their company, not directly for themselves. Therefore, the B2B influencer is most often engaging audiences at events with information on product or service functionality, benefits, and discussing how it stacks up to their competitors in a highly technical lens.
While the B2C influencer still points out technical functionality, their message is more focused on memorable benefits, look and feel, and most importantly the emotional aspect of marketing. They are mostly focused on the “feeling” of using the product and the lifestyle of those who use this product.
Working Together at an Event
Let’s say you’re gearing up for a product announcement at your next customer conference and the product you’re announcing is a new software that will be available to customers. In this situation, a B2B influencer can speak to the technical benefits of the product, such as how quickly the customer can integrate it into their business process, all the ways it can help customers analyze and break down data/metrics, and what operating systems customers can integrate it with. A B2C influencer can speak about the consumer experience and how much it will benefit the customer day-to-day in terms of freeing up time to work on other critical business concerns, reducing workplace miscommunication and stress, and how easy it is to use and train other team members. Adding a B2C influencer to help promote a traditionally B2B-focused product is a great way to increase brand awareness, reach new audiences, and build the right kind of buzz around your event. The best part? With the right influencers, you can do this before, during, and after the event to maximize your message.
Maintain A Sharp Focus
If you can think of a niche, there’s an audience for it. Audiences today expect and respond to being spoken to directly and don’t want to feel like just another number. That’s why more and more influencers are striving to be the authoritative voices in more specific fields. For example, artificial intelligence continues to be an increasingly important field within the technology landscape. So, to stand out, an influencer may choose to be an expert in artificial intelligence rather than simply being another tech influencer. Then, if you were looking to speak about your artificial intelligence products or services, working with this influencer would give you much more authority when reaching your target audience.
When you’re choosing to work with influencers and want strong engagement or lead generation for your event, narrowing in on an influencer in a specific niche can supercharge your ROI. Here at Social Tribe we find influencers in specific industries by evaluating and analyzing their community and overall ecosystem of influence. Our data-backed approach helps us understand their audience breakdown as well as the other influencers they are impacting and engaging with. We use this information to make an informed decision that an influencer is speaking to your target audience and will be able to drive results when activated for a campaign.
There are many ways to create innovative event campaigns with the help of B2B and B2C influencers. As previously mentioned, it’s important to define your goals, target audience, messaging, product/service type early on to figure out how each will benefit your campaign separately or together. If you’d like to talk about how Social Tribe can ease the lift for your influencer marketing campaign at your next event, click here to learn what that looks like.