{"id":3727,"date":"2023-04-19T19:50:00","date_gmt":"2023-04-19T19:50:00","guid":{"rendered":"https:\/\/www.allisonworldwide.com\/?p=3727"},"modified":"2023-11-27T19:59:50","modified_gmt":"2023-11-27T19:59:50","slug":"why-influencers-are-relevant-b2b-tech","status":"publish","type":"post","link":"https:\/\/www.allisonworldwide.com\/why-influencers-are-relevant-b2b-tech\/","title":{"rendered":"Why Influencers Are Relevant to B2B Tech"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

By Eric Zarshenas<\/p>\n\n\n\n

Social media influencers have become a powerful force in shaping opinions and behaviors. Visual searches on social channels, as opposed to\u00a0text-based\u00a0searches,\u00a0have become\u00a0an increasingly\u00a0popular way\u00a0for audiences to discover new products, businesses,\u00a0places\u00a0and services. Combined with the shrinking of traditional newsrooms, working with influencers to help tell a story is an important\u00a0tactic.\u00a0Yet\u00a0it\u2019s\u00a0often\u00a0misunderstood.\u00a0<\/p>\n\n\n\n

For years, consumer-facing companies across almost all industries have recognized the ROI of partnering with influencers to build trust, credibility and increase brand awareness among targeted audiences, but B2B tech companies have remained hesitant. However, a targeted B2B influencer approach can be just as impactful.\u202f <\/p>\n\n\n\n

It may be easy to categorize influencers as just people who dance on TikTok, but this could not be further from the truth. Influencers create content around topics that interest them, be it cooking, programming or microchips, and they have audiences who look to them for information and insights. Li building a media list to target journalists around an upcoming announcement, you can do the same to target influencers whose content aligns with your company\u2019s message or your product\u2019s benefits.\u202f\u00a0<\/p>\n\n\n\n

B2B tech companies often have complex products and services that require a certain level of education and expertise to understand. How often have you come across a press release that requires multiple google searches? An influencer with a deep understanding of an industry or topic can distill the technical concepts in a clear, concise and visual way that is valuable to B2B tech companies looking to educate their attentive audience. <\/p>\n\n\n\n

To illustrate further how an influencer can help break down complex topics, Allison+Partners built an influencer program for Qualcomm Technologies\u2019s flagship event to promote and explain the company\u2019s latest processors that power premium smartphone, wearable, XR and compute devices. We carefully planned each influencers\u2019 topic area, deliverables and posting platform based on their strengths and knowledge. The result was more than 3 million social impressions and 50,000 social engagements, reaching a variety of relevant audiences across multiple interest areas that would not have normally tuned into the company\u2019s announcements.  <\/p>\n\n\n\n

For B2B Tech companies, it is crucial to leverage the influencer partnership outside of just social as it may not be the best way to reach the influencer\u2019s audience. Maximize the influencer\u2019s high-quality content and likeness with inclusion in company blogs, the website and hosting\/speaking opportunities. Additionally, by negotiating paid usage terms, companies can reuse select pieces of content to target specific customer demographics as an effective and efficient method of third-party validation to your desired audience.   <\/p>\n\n\n\n

By partnering and educating influencers in their industry, B2B tech companies can tap into their audience and gain credibility and authority. As the role of influencers continues to grow, companies that recognize their value and leverage them effectively will reap the rewards in this rapidly changing media environment.\u202f <\/p>\n\n\n\n

Eric is a vice president in the technology practice at Allison+Partners. He has nearly 13 years of in-house and agency experience at an international-level leading communication teams in China, Europe and the United States. He currently leads product PR for the agency\u2019s work with Qualcomm Technologies Inc.<\/em> <\/p>\n","protected":false},"excerpt":{"rendered":"

By Eric Zarshenas Social media influencers have become a powerful force in shaping opinions and behaviors. 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