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Influencer Marketing on LinkedIn: Why It Matters for Your Business

B2C brands have long been using influencer marketing to connect with consumers on a more personal level. But the truth is, B2B decision-makers are people too. Just like everyone else, they research potential purchases on and off the clock, influenced by the opinions and recommendations of industry experts and authority figures. 

The idea behind LinkedIn influencer marketing is to get industry experts or thought leaders to promote your brand or help you generate leads and make sales. LinkedIn influencers connect with procurement professionals and decision-makers not just on a professional level, but on a human level as well. They share valuable insights, discuss industry trends, and offer real-world experiences that resonate with their audience.

Influencer marketing on LinkedIn allows you to tap into the established networks of these trusted professionals, reaching a highly targeted audience of potential customers.

What Is LinkedIn Influencer Marketing?

LinkedIn influencer marketing is the same as typical social media influencer marketing but with a professional twist. It’s about collaborating with established LinkedIn profiles to amplify your brand message and reach a wider, more relevant audience. 

Instead of lifestyle bloggers and fashionistas, influencer marketing taps into the credibility of respected professionals who hold sway over your target market. These influencers could be industry authorities, thought leaders, or even niche experts. 

LinkedIn Influencer Marketing Importance

Here’s why LinkedIn influencer marketing should have a place in your B2B strategy:

  1. Credibility by Association: LinkedIn influencers have already built credibility and trust with their audience. When they endorse your brand, it carries far more weight than a simple ad. Remember, people listen to people they respect and trust.
  2. Targeted Brand Awareness: Influencer marketers on LinkedIn promote your brand to their vast networks of potential leads, creating targeted brand awareness. 
  3. High-Quality Lead Generation: LinkedIn influencers attract the cream of the crop when it comes to B2B connections. Your industry or niche-specific influencers can help you generate leads that are more qualified and sales-ready.
  4. Thought Leadership Positioning: When you collaborate with an industry authority, it adds a layer of legitimacy to your brand and positions you as a thought leader yourself.
Automate LinkedIn Prospecting with Octopus CRM

Tips for LinkedIn Influencer Marketing Success

Now that you know influencer marketing on LinkedIn is the way to go, here’s a step-by-step guide to make it work for your B2B brand:

1. Identify the Right Influencers

Don’t just chase vanity metrics. Instead, go for quality over quantity. 

The influencer’s audience should match your ideal customer profile. Also, choose an influencer who consistently publishes high-quality content that resonates with their audience and generates high engagement. 

The top LinkedIn influencers to follow can be a great starting point for your research but don’t stop there. Look for niche experts who cater to specific segments within your industry.

2. Build Genuine Relationships

Focus on building long-term relationships with potential influencer partners, not just one-off promotional campaigns. 

Here’s how:

  • Engage with Their Content: Comment on their posts, share their content if it aligns with your audience’s interests, and participate in their discussions on LinkedIn.
  • Personalize Your Outreach: Write personalized outreach messages that showcase your understanding of their work and why you see them as a perfect fit for a collaboration.

3. Offer a Win-Win Proposition

What’s in it for the influencer? Make sure the collaboration is mutually beneficial. 

For example, you could work together to develop informative and engaging content pieces that educate the target audience you want to reach. This could be a co-authored LinkedIn article, a joint webinar, or even an infographic based on your combined knowledge.

It is also a good idea to offer the influencers early access to your new products, exclusive discounts, or participation in beta programs. This can incentivize the influencer, making the partnership more attractive.

4. Focus on Value, Not Just Promotion

The best influencer marketing on LinkedIn isn’t about blatant advertising. It’s about creating informative and engaging content that resonates with the target audience. 

Let the influencer take the lead and create content in their own style. Your role is to provide insights and ensure the content aligns with your brand messaging. Plus, the content should address the audience’s pain points, answer their questions, and offer practical solutions. 

How to Find Influencers on LinkedIn

Sure, LinkedIn influencer marketing is great. But how do you find influencers on LinkedIn? 

Consider using these methods:

1. Targeted Search

Tap into LinkedIn’s database by searching with relevant keywords related to your industry, niche, and target audience. Look for profiles containing these keywords in titles, descriptions, and past posts.

Thankfully, LinkedIn’s advanced search allows you to filter by location, company size, job title, and even group membership. 

2. Explore Industry Groups

LinkedIn Groups are a great place to find B2B influencers. These groups foster discussions and knowledge sharing amongst industry professionals. 

Actively participate in groups related to your industry and identify individuals who consistently contribute valuable insights and engage with other members. In doing so, pay attention to influencers who are frequently mentioned, have high engagement on their posts, and are seen as authorities in the group.

3. Analyze Engagement

Don’t get caught up in follower count alone. While a large following indicates reach, engagement metrics like comments, shares, and click-through rates offer a truer picture of an influencer’s impact.

4. Look Beyond Your Network

Sure, you can explore your existing network but don’t limit yourself. Instead, use your second-degree connections, get recommendations from colleagues, and check out industry publications to find new potential influencers.

If you’re an aspiring LinkedIn influencer, check out our guide on how to become a LinkedIn influencer in several steps.

How to Connect with Influencers on LinkedIn Using Octopus CRM

Finding the right influencers and managing relationships can be time-consuming. Luckily, there are tools that can help you quickly find and connect with B2B influencers on LinkedIn

One of the best tools to connect with LinkedIn influencers is Octopus CRM. This LinkedIn automation tool allows you to automatically visit the influencer profiles and send them personalized connection requests and messages.  

Octopus CRM chrome extension can even provide you with metrics, such as profile views, search appearances, and social selling index. You can use these statistics to improve your influencer outreach campaigns. 

Remember, influencer marketing is a marathon, not a sprint. So, be patient, nurture relationships, and focus on creating long-term value for both your brand and your influencer partners. The ROI will be well worth the investment.

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