Influencer marketing is no longer exclusive to consumer brands. Now, in the industry, influencers (often also referred to as content creators, as the term "influencer" can be overused) play a crucial role, enabling companies to expand their reach within their sector.
👉 This article explores the different facets of influencer marketing in the industry and provides insights into how to identify and effectively engage with B2B influencers relevant to the industrial sector.
1 – Forget preconceived notions: the truths of B2B influencer marketing
87% of buyers were influenced by an influencer before purchasing a product.
The term "influencer marketing" often conjures up images of young, trendy influencers promoting the latest fashion trends to their followers. However, sticking to this view limits the scope of possibilities offered by this strategy, especially in the B2B sector.
"Only young people are influenced": B2B shows that influence transcends generations.
Influencer strategies do not only target younger generations. B2B influencers, who possess a wealth of expertise, are often seasoned industry professionals themselves. They shape the opinions of professionals. Their analyses resonate with decision-makers. This presents a golden opportunity for companies in the industrial sector to instill confidence and credibility in their audience.
"Reserved for mainstream brands": how the industry is also benefiting greatly from influencer marketing.
89% of B2B marketers use content marketing, of which influencer marketing is a component, to generate brand awareness, and 75% to build their brand's credibility and trust.
Influencer marketing is not just for consumer brands; the industrial sector also leverages this strategic tool.
Interacting with B2B influencers allows you to build strong alliances with experts and consultants, thereby generating credibility and visibility.
These synergies build trust and pave the way for dialogue with influencers.
"B2B influencers lack credibility": proof of their expertise and authority in the industrial sector.
According to a survey conducted by LinkedIn, 92% of B2B buyers are more likely to consider a product or service after reading a positive review or comment on social media, and influencers play a key role in these conversations.
The value of B2B influencers lies in the depth of their expertise and the relevance of their insights.
They are guides in the industrial ocean, steering decisions and paths of innovation.
Their knowledge of industrial mechanisms gives them authority and decisive influence.
They are drivers of legitimacy and value in the industrial ecosystem.
2 – Psychology and influencer marketing: understanding the dynamics of B2B decisions
Understanding the psychology of B2B purchasing is a subtle art that, when mastered, enables the development of effective influence strategies.
The role of cognitive biases in purchasing decisions: how influencers can recognize and address them
B2B purchasing decisions are often complex. Influencers are able to identify your prospects' obstacles and motivations and respond to them in a targeted manner.
For example, industrial robotics, sometimes seen as a job killer, is in fact a powerful lever for productivity and profitability in industry, as well as contributing significantly to the reduction of musculoskeletal disorders (MSDs).
Influencers therefore play a key role in raising awareness and persuading the target audience, in order to convince them of the many advantages offered by robotics, dispel major doubts, and restore confidence. These will generally be authority figures who work directly with robotics engineers and are able to extol the benefits.
Trust and credibility: why an expert testimonial is more effective than advertising
In the industrial sector, bold statements are not enough. Decision-makers are looking for authenticity and credibility. An expert testimonial, backed by years of experience and in-depth knowledge of industry topics, carries much more weight than a simple advertisement. It builds trust, which is essential in B2B, where commitments are strategic.
The B2B buyer's journey: influence at every stage, from awareness to final decision
The B2B buyer's journey is not linear. From the initial awareness of a need or problem to the final purchase decision, each step is punctuated by interactions, research, and decisions. Influencers therefore play a crucial role throughout this journey, convincing the buyer by addressing their concerns.
Emotions in B2B: dispelling the notion that industrial decisions are based solely on logic.
Even though they are often presented as logical, emotions such as confidence, fear, or enthusiasm play a very important role in decision-making. By understanding these emotions, influencers can better align their communication, making their messages not only informative but also human.
3 – Identify and contact the right influencers for the industrial sector:
This is an approach that requires a well-thought-out strategy to ensure that collaborations with B2B influencers are fruitful and rewarding.
The role of experts and opinion leaders
In the industrial sector, experts and opinion leaders are the pillars of discussions and strategic directions. They have voices that can resonate throughout the sector and are often the point of reference for many professionals in the industry. Their opinions are therefore crucial for companies that want to expand their influence and impact in their field.
How can you measure the authority and relevance of a B2B influencer?
Identifying your key influencer goes far beyond simply looking at the number of followers. It involves measuring the quality of engagement, the relevance of content, and the level of credibility within the industry. Analyzing the frequency and quality of interactions, such as shares, comments, and responses, will allow you to gauge the true impact of the influencer within their community.
How should I approach them?
We recommend that you first propose a clear collaboration and be transparent about your intentions and what you can bring to their work. Sincerity and honesty are fundamental to building a lasting and fruitful relationship.
To contact them, there's nothing better than professional social networks such as LinkedIn. Professional emails can also be effective, especially if you have a clear and concise proposal for collaboration. Finally, participating in the same discussion forums, webinars, or industry events can provide opportunities for direct interaction.
Digital influence, a strategic lever for industry
Digital influence in the industrydigital influence in industry is no longer a passing trend. It relies on experts, opinion leaders, and content creators who bring credibility and visibility to industrial companies. In a sector where trust and technical expertise are paramount, collaborating with the right influencers can strengthen your image, accelerate digital transformation, and create new market opportunities.
At MITI, we help industrial players integrate digital influence into their communication and development strategy. Identifying the right voices, building strong partnerships, and measuring their impact are all key steps in transforming influence into tangible growth.
FAQ – Digital influence in the industry
What is digital influence in the industry?
This refers to all actions carried out with experts and opinion leaders in the industrial sector, mainly via social media and digital content, to gain visibility, credibility, and trust among B2B decision-makers.
What are the advantages of digital influence for an industrial company?
It allows you to showcase your expertise, strengthen your credibility with customers and partners, accelerate digital transformation, and open up new business opportunities.
How to choose the right B2B influencers in the industry?
The main criterion is not the number of followers, but relevance, quality of engagement, and authority in the industrial field. Good influencers are often recognized engineers, consultants, or executives.
What role does MITI play in an industrial digital influence strategy?
MITI helps industrial companies identify the right influencers, establish credible collaborations, and integrate digital influence into an overall marketing strategy.
