06/09/2023
Brand positioning is a critical aspect of any marketing strategy, and it plays an equally important role in B2B influencer marketing. In the B2B sector, where the target audience is often niche and highly specialized, having a strong brand position can make all the difference in attracting the right influencers and building successful partnerships. This article will explore the importance of brand positioning in B2B influencer marketing and provide insights into how companies can leverage it to drive their marketing efforts.
What is brand positioning?
Brand positioning refers to the way a company's brand is perceived in the minds of its target audience. It involves creating a unique and compelling identity for the brand that sets it apart from competitors. In B2B marketing, brand positioning is crucial for establishing credibility and trust among the target audience, as well as differentiating the company from its competitors.
The role of brand positioning in B2B influencer marketing
In B2B influencer marketing, brand positioning plays a vital role in attracting and engaging the right influencers. Influencers are individuals or organizations with a strong online presence and a significant following in a particular industry or niche. They have the power to sway the opinions and purchasing decisions of their followers, making them valuable partners for B2B companies.
A strong brand position helps B2B companies stand out in the crowded influencer landscape and makes them more attractive to potential influencers. When influencers see that a company has a clear and compelling brand identity, they are more likely to want to align themselves with that brand and promote its products or services to their followers.
Why brand positioning matters in B2B influencer marketing
1. Differentiation: In the B2B sector, where products and services can be similar, brand positioning helps companies differentiate themselves from competitors. A unique and well-defined brand identity can make a company more memorable and appealing to influencers, giving them a reason to choose that brand over others.
2. Credibility: B2B influencers are often experts in their respective fields, and they want to associate themselves with brands that are seen as credible and trustworthy. A strong brand position helps build credibility by showcasing the company's expertise, thought leadership, and industry reputation. This, in turn, makes influencers more likely to trust and recommend the brand to their followers.
3. Attracting the right influencers: Not all influencers are suitable for every brand. B2B companies need to find influencers who align with their target audience and industry. Brand positioning helps attract the right influencers by clearly communicating the company's values, target market, and industry focus. This ensures that the influencers who are interested in partnering with the brand are those who can genuinely connect with the target audience and provide relevant and valuable content.
4. Building long-term partnerships: B2B influencer marketing is not just about one-off collaborations. It is about building long-term relationships with influencers who can become brand advocates and ambassadors. A strong brand position helps foster these relationships by creating a shared sense of purpose and values between the brand and the influencer. When influencers align with a brand that resonates with their own beliefs and values, they are more likely to become long-term partners and actively promote the brand over an extended period.
How to leverage brand positioning in B2B influencer marketing
1. Define your brand identity: Before reaching out to influencers, it is essential to have a clear understanding of your brand's identity. Define your brand values, mission, vision, and unique selling proposition. This will help you communicate your brand positioning effectively to potential influencers and align your marketing efforts with your overall brand strategy.
2. Research and identify the right influencers: Look for influencers who align with your brand's values, target audience, and industry. Conduct thorough research to identify influencers who have a genuine interest in your industry and a strong following within your target market. Consider factors such as their content quality, engagement rates, and audience demographics to ensure they are the right fit for your brand.
3. Craft a compelling brand story: Your brand story is a powerful tool for connecting with influencers and resonating with your target audience. Use your brand story to communicate your brand positioning, values, and unique offerings. Make it compelling and authentic, as influencers are more likely to engage with brands that have a genuine and relatable story.
4. Provide value to influencers: Influencers are looking for partnerships that provide value to their audience. When approaching influencers, focus on how your brand can benefit their followers and provide them with valuable content. Offer opportunities for collaboration, such as guest blogging, co-creating content, or hosting webinars together. By providing value to influencers, you can establish mutually beneficial partnerships and increase the likelihood of them promoting your brand.
Conclusion
Brand positioning plays a crucial role in B2B influencer marketing. It helps attract the right influencers, differentiate the brand from competitors, and build long-term partnerships. By leveraging brand positioning effectively, B2B companies can maximize the impact of their influencer marketing efforts and drive business growth.
Contact us
Spanning 8 cities worldwide and with partners in 100 more, we’re your local yet global agency.
Fancy a coffee, virtual or physical? It’s on us – let’s connect!