How can you create a brand culture that fosters trust, transparency, and respect with B2B influencers?

One of the key aspects should also be mapping your TG with the audience/ follower profile of the Influencer. A collaboration can only be successful if the message is reaching the right audience. It cannot and should not be a "no. of followers" game. A very massy influencer who might have a large follower base might not be helpful if your brand is premium

In unserer Praxis bei Social Hearts haben wir festgestellt, dass im Influencer:innen Marketing oft keine klare Unterscheidung zwischen Kooperationen aufgrund der Reichweite der Influencer:innen und einer Zusammenarbeit zur Generierung von authentischem, hochwertigem Content für die eigenen Kanäle gemacht wird. Es ist entscheidend, diese beiden Ansätze zu differenzieren. Während die Reichweite für die Sichtbarkeit und Markenbekanntheit wichtig ist, spielt die Qualität und Authentizität des Contents eine zentrale Rolle, um eine tiefere Verbindung mit dem Publikum aufzubauen.

Two question I found helpful to ensure successful influencer marketing: WHY do we cooperate and HOW do we know that it has worked

Com base na minha experiência, adiciono que a seleção de influenciadores deve ir além dos números de seguidores. É essencial buscar sinergia entre os valores da marca e a autenticidade do influenciador. Estratégias como co-criação de conteúdo e campanhas de longo prazo podem gerar mais engajamento e credibilidade. Além disso, o uso de ferramentas analíticas avançadas para monitoramento em tempo real pode otimizar a campanha e o retorno sobre investimento.

To be open-minded to listening to influencers, respect their values, appreciate their good ideas, and appreciate their efforts towards the success of the project.

Be very clear about the short - term and long term impact that you want the influencer to create for your brand, in doing so you can segment influencers of quality vs quantity. Know exactly the kind of influencer your brand needs within a particular season, is it a popular influencer or a purpose aligned influencer or both? Have honest conversations with your influencers, over and above the brief get to know what drives them.

Don’t be afraid to expand your horizons. Consider thought leaders outside your niche. Cross-industry collaborations can offer fresh, diverse perspectives on similar topics, enriching the dialogue and broadening your audience reach.

Be clear and concise on the brand's values and expectations up-front. You will only build their trust if you tell them what you are looking for in the content and why the brand wants to work with this influencer. When I start building a brand's influencer program, I write down all the values and qualities we want to see in an influencer. You will be amazed how influencers with your target values and qualities open your up your audience.

Gerade im B2B-Bereich finden sich oft passende Influencer:innen direkt im eigenen Unternehmen. Bei diesem Ansatz steht weniger die Reichweite im Vordergrund, sondern vielmehr die Authentizität der Geschichten, die erzählt werden. Mitarbeitende, die als Influencer:innen agieren, können aufgrund ihrer direkten Erfahrungen und ihres Fachwissens glaubwürdige und tiefgründige Einblicke in die Marke und ihre Produkte oder Dienstleistungen geben. Diese Art von internem Influencer:innen-Marketing ermöglicht es, echte und überzeugende Inhalte zu schaffen, die speziell auf die Bedürfnisse und Interessen eines B2B-Publikums zugeschnitten sind.

Choosing an influencer who is truly aligned with your brand is challenging. In addition to the compensation the influencer receives, is he or she genuinely passionate about your brand? Potential clients can see through the facade and will relate accordingly.

Also aim at building a long term relationship and engagement plan with the influencer. One off activities give a "commercial treatment" and the user might not treat it seriously. The aim should be to build Brand Advocates

It appears utopian, fairness and genuineness ! But that is required to build a solid brand based on, Trust Truth Transparency!

We love using our customers as our biggest influencers. We have a number of agency owners who have large B2B audiences on social media platforms that use our platform. Those were the first people we reached out to when we wanted to run our first influencer campaigns ourselves.

When collaborating with influencers, prioritise building genuine rapport. Respect their understanding of their audience and offer them creative autonomy. Ensure clear communication by providing detailed briefs about your brand and objectives. Establish mutual expectations and maintain open dialogue, valuing their input and expertise as key contributors to your project's success. Always ask them what they are wanting to achieve or any cool ideas they have for the future. This might spark a conversation for a longer brand partnership where you can achieve and make some great magic together.

Buiding relationships takes time and needs an open mind and mutual understanding for each other needs, most likely identified by pains & gains

Why do we feel the need to approach influencers any differently compared to other audiences? We will be recognized as credible organizations when we provide clear, consistent and credible messages with all of our stakeholders. Influencers hold an interesting place in today’s marketing landscape, but there’s evidence that their impact on consumers is starting to fade.

For a professional approach, I highly recommend updating existing codes-of-conducts and addressing no-goes the instance some irritation may occur

Una comunicación basada en la profesionalidad, autenticidad y sinceridad. Buscar influencers que se identifiquen con los valores es muy importante.

Transparency and consistency build trust with influencers. Clearly communicate your brand identity and how it aligns with your influencer strategy. Adhere to disclosure regulations, maintain open communication, and uphold commitments for a trustworthy relationship.

Like in any other professional relationship, feedback is always welcomed and you can learn a lot from it. You do not need to take the feedback for granted, but be aware of it and if it repeats, then it is time to use it to grow. Either build on it (if it is positive) or learn and change (if it is negative).

In my experience, this is quintessential for any influencer/brand relationship. Influencers are hired for their audience, reach and content. At the end of the day they know their audience best so why not tap into that? Utilizing collaboration and feedback in this process will not only strengthen the relationship with the influencer but allow for your content to perform better, ultimately resulting in better ROI.

Crear materiales de información para los influencers. La comunicación, implicación y profesionalidad son claves para que un influencer pueda comunicar como un embajador de forma clara y profesional.

Invite influencers to contribute ideas and feedback. Involving them in brainstorming and decision-making fosters co-creation and strengthens the relationship. Use their feedback to improve your strategies and campaigns.

To build real connections with B2B influencers by remembering they're people first. Regular, meaningful chats, celebrating wins together, and ongoing encouragement are key. Keep the lines of communication open, value transparency, and acknowledge their impact. Work together to grow each other's networks. Remember, strong relationships are built on mutual respect and shared successes, not transactions.

1. Honor commitments Do what you say you will do, when you say you'll do it. Follow through on deliverables, incentives, support, etc. This reliability helps cement trust. 2. Show appreciation Recognise and thank influencers for their time, effort and partnership. Spotlight them and their work. Send small tokens of appreciation. Value them. 3. Protect privacy Respect influencer privacy and only collect necessary data. Be transparent about how you handle data. Get permissions before sharing private details.

You can start with 3 simple things: - Remember their birthday and celebrate with a nice gift - Communicate with them like with a regular human - Respect their opinion and their feedback

The best way to nurture relationships is by building rapport with the creators community. Support community and community will support you. 💪

Having an active relationship fostered with compassion and respect above and beyond a mere transaction can mean all the difference between a one time collaboration or a partnership that continues in the future. Treat them more than mere commodities and it will bring you a better chance of repeat collaborations.

1. Honor commitments Do what you say you will do, when you say you'll do it. Follow through on deliverables, incentives, support, etc. This reliability helps cement trust. 2. Show appreciation Recognise and thank influencers for their time, effort and partnership. Spotlight them and their work. Send small tokens of appreciation. Value them. 3. Protect privacy Respect influencer privacy and only collect necessary data. Be transparent about how you handle data. Get permissions before sharing private details. 4. Enable influencers Provide influencers with the tools, access, assets and support they need to best represent you. Make their jobs easier.

Don't rush into influencer marketing. Take the needed time to select influencers carefully. The collaboration will only be successful if there's true and authentic synergy between your brand and theirs. A poor choice of influencer can cause much harm to your brand, and it would require a lot of work to reverse it.

🌐 Building Trust with B2B Influencers: A Culture of Transparency and Respect 🤝 In cultivating a brand culture that resonates with B2B influencers, prioritize trust, transparency, and respect. Share insights openly, collaborate on strategies, and acknowledge their expertise. For instance, @ExampleCorp embraces transparency by involving influencers in product development, fostering a relationship built on mutual respect. This approach builds a robust brand culture that extends beyond transactions, creating lasting partnerships. 🚀

Very essential for B2B companies as it activates brand image, builds credibility, fosters relationships, and establishes thought leadership With the synergy of these factors, any B2B organization can succeed by enhancing their brand image, attract clients, and maintain strong connections in the marketplace

Sharing experiences with one another, and exchanging best practices and references on mutual agreement within social networks makes all the difference.