LinkedIn Influencer Marketing in the B2B Space
LinkedIn is a powerful social network focused on professional networking and career development. Unlike other platforms, LinkedIn is designed for users to enhance and enrich their professional lives. This makes it an ideal space for B2B marketing.
The LinkedIn community is highly active, with almost 70% of users online during the working day. Many also engage in the evening (73%) and over the weekend (51%). Remarkably, only 6.6% of users log off during key holiday periods like summer. This constant engagement presents a significant opportunity for brands to capitalise on leads and sales.
With LinkedIn’s suite of advertising proving successful, many marketers are exploring new ways to engage with B2B audiences. One of the emerging trends is influencer marketing. But who are the right influencers for your brand?
Creators vs. Influencers: Understanding the Difference
LinkedIn defines two key roles:
- LinkedIn Creators: These are members, organisations, or companies regularly sharing content to build their reputation, grow their business, and educate others with their experiences.
- LinkedIn Influencers: This is an invite-only program for executives of large organisations, well-known brands, or industry experts.
Given these definitions, brands should primarily focus on engaging LinkedIn creators to leverage their influence effectively.
Finding the Right Influencers
To find the right influencers for your brand, consider these steps:
- Conduct Research: Use LinkedIn’s search functionality, hashtags, and industry groups to identify active influencers in your industry.
- Check Engagement: Look for influencers with high engagement rates. Comments, shares, and likes are good indicators of an active and interested audience.
- Ensure Relevance: Ensure the influencer’s content aligns with your brand values and message.
Leveraging Thought Leader Ads
Thought Leader Ads on LinkedIn are designed to amplify credible content from individuals rather than brands. This can enhance brand awareness and authority in your industry.
LinkedIn claims, “Thought Leader Ads have a 1.7x higher click-through rate and 1.6x higher engagement rate compared to other single-image ad campaigns.”
Thought Leaders can be anyone credible within your business or network, not necessarily those with a huge following. These individuals can create relevant content for your brand, which can then be amplified using Thought Leader Ads.
Get Started Today
To test Thought Leader Ads and explore their benefits for your brand, get in touch at [email protected].
*Data based on a select group of early pilot testers, 2/8/23 – 4/25/23. Results may vary due to early adopter bias.
