Author: Gordon Glenister

Discover What B2B Influencer Marketing Is and How It Can Elevate Your Business Strategy

In the ever-evolving world of digital marketing, B2B influencer marketing is gaining traction as a powerful strategy to reach niche audiences, build brand credibility, and generate leads. But what is B2B influencer marketing, and how can it elevate your business? This guide breaks down the essentials of B2B influencer marketing, from identifying relevant influencers to designing an effective marketing strategy that engages corporate buyers and decision-makers in your industry. Let’s explore the insights, strategies, and practical tips to help you succeed.

 

What Is B2B Influencer Marketing?

B2B influencer marketing is the practice of partnering with industry experts, thought leaders, and influential voices in your field to promote your brand to other businesses. Unlike B2C influencer marketing, which focuses on broad audience appeal, B2B influencer marketing is geared towards corporate buyers and professional decision-makers. These influencers often have deep industry knowledge and an established credibility, making them trusted voices within their respective industries. By leveraging these connections, B2B brands can gain exposure, build relationships, and boost brand awareness among their target audiences.

Key Benefits of B2B Influencer Marketing

    1. Boost Brand Visibility

   Partnering with relevant influencers increases your brand’s visibility among potential customers. Influencers with niche followings allow you to target specific markets and reach audiences who are genuinely interested in your brand’s messaging and values.

    1. Build Credibility and Trust

   Working with respected industry experts can lend authority and credibility to your brand, positioning you as a reliable partner and thought leader. This credibility can have a lasting impact on how potential buyers perceive your brand.

    1. Drive Quality Leads

   B2B influencers not only reach larger audiences but also attract the right ones— corporate buyers and decision-makers. By targeting these influential figures, your business can generate leads that are more likely to convert.

    1. Enhance Brand Loyalty

   B2B influencer marketing campaigns that resonate authentically with an audience can build stronger brand loyalty. When influencers share genuine interest and passion for your product, it strengthens audience interaction and connection with your brand.

 

How to Build an Effective B2B Influencer Marketing Strategy

  1. Define Your Goals and Target Audience

Before launching a B2B  influencer marketing campaign , start with a clear understanding of your  target audience and your campaign goals. Are you looking to build brand awareness, generate leads, or position your brand as a thought leader? Establish these goals to guide your influencer strategy and select  right influencers who align with your objectives.

  1. Identify the Best Influencers for Your Brand

B2B influencers vary widely, from industry practitioners to CEOs and niche experts. When choosing influencers, look for those who have deep industry knowledge, established credibility, and a genuine connection with your target audience. Social media listening platforms and influencer marketing platforms like Traackr or Upfluence can help you identify influencers who fit your brand values and niche.

  1. Develop a Strong Content Strategy

An impactful B2B influencer campaign requires high-quality content. Collaborate with influencers to create content that resonates with their audience—whether it’s educational videos, guest blogging, or social media posts. Make sure the brand message aligns with both the influencer's voice and your company's values, as authentic content drives greater engagement.

  1. Choose the Right Platforms for Your Campaign

Consider which social media platforms will yield the best results for your B2B audience. LinkedIn, Twitter, and even YouTube are excellent platforms for influencer content in the B2B space, allowing you to connect with decision-makers and corporate buyers.

  1. Collaborate and Build Long-Term Partnerships

While one-time campaigns can be effective, ongoing influencer partnerships often bring better results. Building long-term relationships with influencers allows for consistent brand visibility and reinforces brand credibility over time. Working closely with influencers at industry events or as part of an influencer marketing program can deepen these connections.

  1. Use Social Listening Tools to Measure Success

Monitoring brand sentiment and campaign impact is essential to any influencer marketing program. Social listening tools like Sprinklr and Brandwatch can provide valuable insights into audience interactions, while an influencer marketing platform can track metrics such as reach, engagement, and conversions to gauge success.

 

Types of Content for B2B Influencer Marketing

Creating a variety of content helps keep the audience engaged and increases the chances of influencing purchasing decisions. Here are some popular content formats that work well for B2B influencer campaigns:

- Educational Videos: Influencers can create tutorial or explainer videos that showcase your products or services in action, providing a clear value to potential buyers.

- Guest Blogging: Thought leaders writing on your company blog or contributing to industry publications adds authority to your brand.

- Social Media Posts: Sharing insights, product highlights, or industry news on LinkedIn and Twitter can reach decision-makers directly.

- Panel Discussions and Webinars: Involving influencers in webinars or industry events positions your brand alongside respected voices, adding to your thought leadership.

 

Practical Tips to Get Started

  1. Identify Influencers with Niche Audiences: Focus on finding influencers with established authority in your industry and a loyal, engaged following.
  2. Align Brand Messaging with Influencer Content: Ensure that the content reflects your brand’s messaging and provides value to the audience, fostering a sense of authenticity.
  3. Track and Adjust Your Campaign: Use social media analytics and social listening tools to monitor results, adjust strategies, and improve ROI on future campaigns.

Conclusion

B2B influencer marketing is a powerful tool to enhance your marketing strategy, build brand awareness, and reach niche markets effectively. By collaborating with the right influencers and crafting high-quality, targeted content, you can boost your brand’s visibility, credibility, and lead generation efforts. Whether you’re new to influencer partnerships or ready to scale, these strategies and tools will guide your business in building genuine, impactful connections with influential figures in your industry.

Elevate your business strategy by exploring B2B influencer marketing today—and start seeing the impact it can have on your brand’s growth and reputation.

 

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

AI Deepfakes: Experts reveal the tell tale signs

AI-generated deepfake videos of celebrities and public figures are becoming increasingly common, with Scarlett Johanson being the most common target according to McAfee data.  To crack down on deepfake scams on Facebook and Instagram, Meta recently announced the introduction of facial recognition technology.

To help people stay savvy to this growing threat,  Digital PR Agency has compiled expert advice on how to spot deepfake videos.

How to avoid being fooled by deepfake videos

  1. Verify the source and context

Fake news spread more rapidly than true news on X (previously Twitter), a concerning trend given that nearly 30% of Americans rely on social media as a regular news source. Always examine the credibility of the sources behind the content you consume. Is this information coming from a reputable news outlet or a verified official account? If the source is unfamiliar or looks dubious, cross-check the content's authenticity using reliable news organisations or fact-checking platforms like Google Fact Check Tools.

Remember that misinformation often plays on emotional triggers like fear, anger, or outrage to cloud your judgement. When you encounter content that provokes strong emotions, pause and re-assess to ensure you are not being used as a pawn in someone’s game.

  1. Observe facial expressions and movements

Deepfakes often falter when trying to replicate the intricate details of facial expressions and natural movements. Key areas to scrutinise include microexpressions around the eyes and mouth. Look out for unnatural blinking patterns, disjointed eye movements, or jerky head motions, and check whether the facial expressions align with the conveyed emotions. Details like the uniformity of teeth, hair texture, and facial structure can also reveal deepfakes. 

For example, Chris Umé’s viral deepfake of Tom Cruise performing a coin trick in 2021 was so convincing that 78% of viewers couldn’t distinguish it from real content. A key giveaway is the shape of the face and ears - deepfakes often have slightly off measurements in these areas, with ears being particularly difficult to replicate. Pausing the video and examining the facial features can help you spot these irregularities. Just as with the infamous deepfake of Obama calling Trump 'a total and complete dips**t' - how convincing does this look to you?

  1. Use reverse image and video search tools

Leverage reverse image and video search tools to trace the origins of visual content. Uploading an image to Google Reverse Image Search can help identify if it’s AI-generated, manipulated, or being used out of context. For videos, tools like InVID can dissect footage and check for any modifications or previous appearances. These searches allow you to find other copies of the image online, helping you verify its authenticity and uncover potential misuses. 

  1. Look for digital artefacts and inconsistencies

Deepfakes often reveal themselves through subtle digital flaws like blurriness or unnatural pixelation, especially around the edges of faces or objects. Pay attention to inconsistencies in lighting, shadows, reflections, or even an extra finger, that might indicate manipulation. Don't forget to check the background for distortions or irregularities that throw off the scene’s overall coherence. The viral deepfake of Pope Francis in a Balenciaga puffer jacket from last year showed clear anomalies, like distorted glasses fused to his cheek and blurred fingers closed around thin air instead of the coffee cup he’s holding, yet still fooled many online. 

One fun way to sharpen your detective skills is by practising with the Which Face is Real game created by professors at the University of Washington. The more you play, the better you’ll become at recognizing the patterns of AI-generated content.

  1. Check for audio-visual synchronisation

Spotting a deepfake often comes down to watching the lips closely. Our mouths form specific shapes when pronouncing certain letters, and these movements are tricky for AI to replicate accurately - nearly a third of deepfake videos struggle to match sounds like M, B and P. If you notice the speaker’s lip movements don’t quite align with the sounds they’re making, or if there are oddities in tone or pitch, it’s a red flag. A notable example is a deepfake video of Mark Zuckerberg, where subtle mismatches between his speech and lip movements exposed the manipulation. 

AI expert at AIPRM, Christoph C. Cemper, commented:

“The World Economic Forum has flagged disinformation as a top risk for 2024, with deepfakes emerging as one of the most alarming uses of AI. If you come across a potential deepfake, the best course of action is to refrain from sharing it. The power of a deepfake lies in its ability to spread, and its impact diminishes if it doesn't disseminate widely. If you see someone else sharing it, take a moment to courteously inform them and point them to reliable fact-checking resources, especially if the fake has been debunked. Additionally, leverage reporting features on social media platforms to limit its reach. 

It’s vital that we all play a role in raising awareness - share your experience and insights on how you recognized deepfakes to help others counteract similar threats. By staying vigilant about the content we consume online, we can collectively fight misinformation and safeguard the integrity of our digital environment.” 

● Credits to Digital PR Agency for the article

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

Best Time to Post on TikTok UK: Ultimate Guide to Boosting Engagement

Understanding Your Target Audience

Identify your specific target audience and their demographics to determine the best time to post on TikTok.Use TikTok analytics to understand your audience’s location, age, and interests.Analyze your audience’s online habits and behaviors to create a tailored posting schedule.

The Importance of Timing on TikTok

Timing is crucial on TikTok, and posting at the right moment can increase engagement and growth.Posting at a time when most users are active increases the chances of your content being seen and interacted with.A strategically planned posting schedule at optimal times can push your videos into the spotlight.

Finding Your Best Time to Post

Use TikTok analytics to find your followers’ most active times and adjust your posting schedule accordingly.Experiment with different posting times to find the optimal posting schedule for your social media calendar.Leverage your own TikTok data to determine the best time to post for maximum engagement.

Best Times to Post on TikTok

Post on TikTok right before your audience checks the app to get maximum engagement.Create a posting schedule based on your target audience’s time zone and activity patterns.Consider posting at peak hours, such as 10 am to 11 am mid-week, to reach a larger audience. If you are planning to reach global audiences be aware of multiple time zones. This will absolutely increase your engagement rates. Try and stick to a Tiktok posting schedule so your target audience know when that time is. You can even remind them when you will be posting eg don't forget we go live on a Wednesday at 7pm GMT. This is important to make sure you say GMT as different countries may well be viewing your content. In general the best times to post on tiktok is between 10am-2pm on weekdays. According to some experts The best times to post on TikTok are Tuesdays and Fridays from 4 to 6 pm, Wednesdays, Thursdays mornings from 9 to 11 am and Thursdays from 2 to 6 pm.

Creating Engaging TikTok Videos

Optimize your TikTok videos for engagement by using trending sounds and hashtags.Keep your videos short and concise, with a clear call-to-action.Use high-quality visuals and editing to make your videos stand out.

Scheduling Posts with a Social Media Management Tool

Use a social media management tool, such as Hopper HQ, Buffer or Hootsuite to schedule your TikTok posts in advance.Plan your posting schedule across multiple social media platforms to ensure consistency.Use analytics to track your performance and adjust your posting schedule accordingly.

Posting on TikTok: Frequency and Strategy

Post consistently on TikTok to build engagement and grow your audience.Aim to post 1-4 times per day, which I know for some people feels a lot but then you can test how your content is received.Use a mix of promotional and engaging content to keep your audience interested. You can also consider these posting times against other social media platforms or you might like to schedule posts. Test and Measure all the time so you find the optimal posting times and continuously track the tiktok algorithm.

Analyzing Your TikTok Performance

Use TikTok analytics to track your performance and adjust your posting schedule accordingly.Monitor your average watch time, engagement rate, and other metrics to optimize your content.Use data to identify trends and patterns in your audience’s behaviour. There creator tools that will help you get the best out of your tiktok content. What is also a good idea is to write down the posting time and the then what engagement you got because ultimate you want to find the best time to post on Tiktok UK.

Competitor Analysis

Analyze your competitors’ posting schedules and strategies to gain insights.Identify gaps in the market and opportunities to differentiate your content.Use competitor analysis to inform your own posting schedule and strategy.

Tips for Growing Your TikTok Account

Use hashtags to increase your visibility and reach a larger audience.Engage with your audience by responding to comments and using duets.Collaborate with other TikTok users to reach new audiences and build relationships.

Conclusion

Finding the best time to post on TikTok requires understanding your target audience and their online habits.Use analytics and experimentation to determine the optimal posting schedule for your social media calendar.By posting consistently and using a social media management tool, you can boost engagement and grow your TikTok account.

 

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

IN CONVERSATION WITH RORY SUTHERLAND – “INVENTORS OR MARKETERS?”

In this special episode titled “Inventors or Marketers?” we look at back at some the best ads over the years with the legend that is Rory Sutherland. In this live podcast recording, Gordon Glenister host of the Influence Global Podcast, author of influencer marketing strategy and founder of the Influencer division of the Branded Content Marketing Association interviews the legendary advertising guru that is Rory Sutherland.

The talk celebrated the most influential advertising campaigns over the last 40 years and asked the question “were the creatives behind them great marketers or awesome inventors”.The event took place at Home Grown Private Members Club in London.

THE TINDER OF INFLUENCER MARKETING FT. SARAH SAFFARI

In this episode we talk about how to build longterm campaigns with influencers and not the quick short term campaigns that don’t always yield the results that brands so easily search for. Our guest Sarah Saffari is an entrepreneur and business leader who runs a boutique influencer marketing agency, InfluencerNexus, specialised in matchmaking between brands and influencers.

She has worked with various organisations, from CPG brands, fashion, and hospitality, to technology innovators seeking to disrupt their market. InfluencerNexus helps B2C brands drive awareness, engagement, and conversions through cohesive influencer marketing campaigns across channels.

PERSONAL BRAND IS YOUR MARKETING STRATEGY IN AN AI WORLD FT. VLADIMER BOTSVADZE

In this episode we talk about how to build your personal brand in an AI world with Vladimer Botsvadze. Ranked as the No.1 Global Marketing, Social Media, and Retail Thought Leader by Thinkers360 with 130,000 followers across his social media channels, his contributions to marketing have had a global impact, making him one of the most influential keynote speakers, advisory board members, start-up advisors, and thought leaders in the industry.

Vladimer has been described as ”a pioneer across the globe” by Exeleon Magazine. He is an Executive Judge at the Gartner Marketing and Communication Awards. Vladimer serves on the Advisory Council of the Harvard Business Review and the Advisory Board of the United Artificial Intelligence Institute. His expertise is trusted by the American Marketing Association. Vladimer has been featured in Forbes, Bloomberg, Yahoo Finance, Irish Tech News, and World Biz Magazine. Moreover, he mentors start-ups at the UCLA Anderson School of Management, UCL Innovation and Enterprise, Abu Dhabi SME Hub, and Plug and Play Tech Center EMEA.

He is a member of the CMO Council and mentors students at the University of Westminster. He sets the highest standards for marketing and delivers extraordinary results. With a reputation for driving transformational change and traveling the world delivering keynote speeches, Vladimer has spoken at the Global Marketing Summit and the Asia Retail Summit.

PODCAST INTERVIEW MARKETING – WHAT IS IT? FT. TOM SCHWAB

In this episode we unveil the growing phenomenon of podcast marketing. Founder of the Interview Valet, Tom Schwab literally wrote the book on podcast guesting. He says blogs don’t work anymore but getting yourself featured on podcasts is a great way to build your brand. Now with a team of 22 employees across Europe and America the business has grown rapidly over the last 9 years.

Often called the called the Godfather of podcast guesting, talks about his strategy at conferences all over the world. He is delighted to share some of them with us on the show You can find more about Interview Valet here.

HOW TO CREATE AWESOME VIDEO CONTENT FT. DAN BARKER

Dan Barker is a former aerospace engineer who now runs a video production company focused on helping manufacturers. After picking up a camera in 2012 to help with his wife’s business, he realised how much he enjoyed photography. Making time to teach himself about photography and business while working full-time in aerospace engineering, he gradually began to pick up paying clients. Video production soon became a large part of the offering and is now the main focus of the business.

The ability to craft messages and stories with video is appealing to any marketer. His book, Manufacturers Video Content Goldmine, shows manufacturers how much potential there is within their business to create engaging video content and help position themselves as experts within their industry. His team create high-end video for manufacturers and advise on how best to utilise video in their marketing and across the business.