Influencer marketing is one of the new forms of advertising and is gaining in popularity as well as criticism. More and more companies, especially from the fashion and product industry, are using this trend and you can already find some success stories. But can this model also be exciting for small and medium-sized enterprises or IT companies? Does it make sense for cool Youtubers or hip Instagrammers to promote your business?

what is Influencer Marketing?

In influencer marketing, bloggers or Youtubers, i.e. strong opinion-makers, are used to strengthen a company or product through an article or targeted contribution. So it’s primarily about using the influencer’s trust to send a brand message. As a rule, companies pay a sum of money for this or the influencer receives products of the uternehmen free of charge.

An influencer can be someone who runs a blog, Instagram or Youtube channel. Not every influencer makes sense for your business. For example, a youtuber for cosmetics is probably not the first choice for an IT company or sports goods manufacturer. Especially in the B2B, influencers can also be book authors or keynote speakers. Companies also regularly ask me. For example, I often receive copies of books or requests for guest articles.

My tip: You can also make your own employees influencers

Examples of Influencer Marketing

Many companies now use so-called influencers. For example, Neckermann relies on BibisBeautyPalace, which has more than 4 million followers on Youtube. The influencer debated Neckermann’s offers in her videos and received more than 155,000 likes on Facebook for the company.

Levis also regularly uses influencers on Instagram and Snapchat. They post for free products, photos with the brand’s products (jeans, shirts,…). After fans ask: Where the influencer got these great jeans from, the link is posted. Thus, the brand avoids negative criticism for too much advertising or the abuse of the influencer. Adidas itself often uses celebrities or sports stars who wear the Adidas brand visibly.

Tip: I’m happy to help you with marketing for your company

Conclusion: Influencer Marketing for IT and SMEs

The question now remains whether this type of marketing can also be worthwhile for an IT service provider or medium-sized company in the B2B sector. I do not think that this makes much sense to the extent that it is currently being done in the examples. However, I noticed something:

In fact, small and medium-sized enterprises have been marketing for a very long time. For example, companies report in large newspapers on guest articles of successful projects or have well-known book authors write about practical examples in their companies. It is the case that the customers of B2B companies usually read books & newspapers and attend conferences. So it could be aimed at the following influencer marketing:

  • Guest articles in newspapers
  • Practical examples in books
  • Mentions of keynote speakers

To be good last, the tip remains to approach this type of marketing very carefully, as it is always a battle for credibility. It must not be too conspicuous, populist or even too utopian. Otherwise, as in many examples, it can do exactly the opposite. Nevertheless, the use of such influencers can be a good building block in a company’s marketing mix. You can also read other articles that you can also support in your marketing.

Reading tip:

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I blog about the impact of digitalization on our working environment. For this purpose, I present content from science in a practical way and show helpful tips from my everyday work. I am a manager in an SME myself and I wrote my doctoral thesis at the University of Erlangen-Nuremberg at the chair of IT Management.

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