It is expected that more b2b marketers will invest in an influencer strategy, looking for true engagement with real people providing relatable insights, valued opinion and problem-solving on topical matters.
Is this the ‘human’ marketing trend leading the move away from a quantity/reach focus? Instead of ‘let’s try and reach as many people as possible’ towards a higher quality more authentic, engagement-driven interactions between a brand/service provider, the influencers and their audience(s)? A bit like ‘long-tail’ web searches – a lower volume of higher quality searches made by more informed potential purchasers.
On that last point, also predicted is the rise of ‘micro-influencers’. These are individuals who might not have many followers but are prominent thought leaders or lobbyists in a sector. They will likely have specialised knowledge, expertise plus real resonance and authority within their chosen niche. An alliance with them could potentially provide a professional services brand and its network with additional genuine, meaningful engagements.
Building long-term relationships with individuals who have high-quality interactions with their followers can help a business widen its reputation by tapping into their authenticity and create enhanced social proof content for their brand. Outcomes could include adding depth to review content and case studies that can result in more interest.
