Hear from Senior Specialist in Communications, Kimberly Watterson, who has more than six years of experience in social media and influencer campaigns.

Perspectives from Kimberly Watterson | Brunner

Senior Specialist, Communications

Kimberly Watterson

Gain valuable insights from Lindsay Motta, Senior Manager of Communications with over 12 years of experience in social media and influencer marketing.

Perspectives from Lindsay Motta | Brunner

Senior Manager, Communications

Lindsay  Motta

From campaign tips to influencer collaborations, discover perspectives from our team.

Discover perspectives from our experts on influencer marketing, where influence meets strategy. Explore insights on how to effectively partner with influencers to enhance your brand's authenticity and connect with your audience.

Influencer Marketing Content and Perspectives | Brunner

influencer marketing

Explore the latest trends in B2B solutions with Brunner.

Explore the latest trends in B2B solutions, where we recognize that B2B customers are just like everyday consumers. Discover insights on how to adapt your marketing strategies to meet evolving customer expectations and drive meaningful connections in a digital-first landscape.

B2B Solutions Content and Perspectives: Trends and POVs | Brunner

b2b solutions

From brand messaging to social media tactics, our communications team shares meaningful insights to enhance your connection with key audiences.

Discover how our communications team can elevate your brand through powerful storytelling and strategic messaging. Explore our insights on messaging strategies and tactics that will help you connect with your audiences in a meaningful way.&nbsp;

Communications Content and Perspectives: Trends and POVs | Brunner

communications

BlogArticle

When you think of influencer marketing, you probably picture trendy teens on social media showing off their latest fashion finds, beauty products, or tech gadgets. But the power of influencer partnerships isn’t just for B2C companies looking to connect with customers. B2B companies in all types of industries can team up with influencers to boost their growth and drive impactful results.&nbsp;Influencers can help B2B brands by providing a unique point of view that resonates with target audiences — and builds both brand awareness and credibility. According to a recent Forbes article “Businesses must uphold the importance of influencer marketing in B2B. They must embrace this marketing tactic to increase their brand’s visibility, reputation and sales since consumers highly trust influencers.” (<a href="https://www.forbes.com/sites/forbestechcouncil/2023/04/17/the-need-to-leverage-influencer-marketing-in-b2b/?sh=69368c5b40f8" rel="noopener noreferrer" target="_blank">forbes.com, April 2023</a>).&nbsp;<h2>How Can B2B Brands Benefit from Influencers?</h2>B2C brands often team up with influencers to drive awareness or sales. Using this same strategy, B2B companies can reach decision-makers or thought leaders in their industry. Having a well-known and trusted influencer who is a professional in their specific niche gives B2B brands the opportunity to build a professional relationship with customers and establish credibility, while also growing their business.&nbsp;The Brunner team used this approach with a B2B client in the hot water heater industry. We collaborated with four influencers who are well-known among professional contractors and plumbers. These B2B influencers created a series of videos debunking some common misconceptions about tankless hot water heaters. All in all, they produced 70 assets that the client now owns or licenses for paid, owned, and earned media.&nbsp;This content not only spread our client’s key messages but also drove impressive results.&nbsp;Over one year, content from the four influencers racked up:&nbsp;&nbsp;<ul><li>1.7M impressions&nbsp;&nbsp;</li><li>1M video views; $0.18 cost per view&nbsp;&nbsp;</li></ul><h2>Keys to Success for B2B Influencer Marketing</h2>By including influencer voices in their marketing plan, B2B companies can amplify their brand’s reach and establish credibility in a world where trust is key with customers. Here are the most important steps to follow for making influencers part of your company’s marketing mix.&nbsp;<ul><li>Set clear campaign goals and objectives: The goals set at the outset of a campaign will determine how you navigate the messaging, channel mix, product priorities, and influencers you select. By setting clear goals and KPIs, you can track the campaign’s effectiveness and optimize as needed.&nbsp;</li><li>Choose the right B2B influencers: Research influencers who have a sizable following and influence within your industry, are passionate about what they do, and have a track record of producing high-quality, engaging content.&nbsp;</li><li>Create mutually beneficial partnerships: While there is a transactional component to an influencer partnership, the value should extend beyond the compensation and deliverables. It’s important to work together to create content that is authentic and engaging. This could mean extending an invitation to the influencer to visit your headquarters and meet your team. Another option is having your team on-site during a video shoot to see how your influencer creates engaging and authentic content.&nbsp;However you choose to engage with your influencers, it’s vital to build a strong relationship that benefits them, as well as your brand, to ensure long-term success.&nbsp;&nbsp;</li></ul>By leveraging real people to help tell your brand’s story, you’ll be able to elevate your content in an engaging and authentic way that drives impactful results.&nbsp;<h2>Getting Started with B2B Influencer Marketing</h2>By leveraging influencers as real people who can help tell your brand’s story, you’ll be able to elevate your content in an engaging and authentic way that drives impactful results.&nbsp;&nbsp;If you’re ready to explore influencer marketing for your B2B company, please get in touch. We’d love to chat!&nbsp;

Brunner supports B2B brands with influencer marketing to boost their growth and drive impactful results. Read on to see what B2B influencers can do for your brand.

Having Trouble Telling Your B2B Brand Story? Influencers Can Help

At Brunner, we are always thinking about the cross-channel picture. Hear from our experts.

At Brunner, we are always thinking about the cross-channel picture. Explore our insights to learn how to create seamless, integrated strategies that resonate with your audience and elevate your brand impact.

Integrated Marketing Content: Industry Trends and POVs | Brunner

integrated marketing

Social media is a key way to communicate with your customers. Hear from our teams.

Social media is a key way to connect with your customers and foster meaningful relationships. Hear from our experts as they share insights on building authentic engagement, crafting compelling content, and staying ahead of trends in the organic social landscape.

Organic Social Media Content: Industry Trends and POVs | Brunner

organic social media

Columns

Quote

<h2>Driving Organic Brand Engagement with Social Media Influencers </h2>When it comes to social media advertising, influencer marketing isn’t a new concept — especially for the millennial and Generation Z consumer.&nbsp;Influencer posts created by celebrities, athletes, and dedicated enthusiasts are easy to spot on Instagram feeds and the buzz they’ve created in the media can’t be ignored. Wondering about the power of influencer marketing?&nbsp;&nbsp;

Discover the power of influencer marketing and why it’s essential for your brand. Learn how to leverage influencers to boost your brand’s visibility and engagement.

Influencer Marketing: What It Is and Why Your Brand Should Consider It

At Brunner, media is in our DNA. From ad targeting to ROI tracking, hear from the experts in media.

At Brunner, media is in our DNA, blending data-driven strategies with creative execution. Explore our insights to optimize your media investments and engage customers at every touchpoint on their journey.

Our Perspectives on Media: Trends and POVs | Brunner

media

As brands continue to face&nbsp;several&nbsp;challenges this year,&nbsp;including the unknowns surrounding the pandemic and the election, many marketers&nbsp;and categories&nbsp;also face&nbsp;the added challenge of&nbsp;operating under tighter budgets.&nbsp;&nbsp;For those struggling,&nbsp;the initial reaction may be to reduce or cut advertising for the&nbsp;remainder of 2020,&nbsp;but&nbsp;doing so could drastically impact a brand’s success in the long term.&nbsp;An article from&nbsp;ClickZ&nbsp;reports&nbsp;slowing&nbsp;advertising efforts now could diminish a brand’s overall impact and messaging could be less effective once marketing efforts ramp back up, leading to an 11% revenue decrease in 2021.&nbsp;&nbsp;It’s&nbsp;not only about&nbsp;identifying strategies that will help in surviving the current state of the market, but also staying competitive and setting your brand up for success well into the future.&nbsp;&nbsp;To do this, brands need to&nbsp;market smarter, but how?&nbsp;<h2>1. Take Advantage of Changing Habits and Media Consumption</h2>Media consumption has seen a dynamic shift this year, as most people have adopted some form of stay-at-home living.&nbsp;<a href="https://www.nielsen.com/us/en/insights/article/2020/staying-put-consumers-forced-indoors-during-crisis-spend-more-time-on-media/" rel="noopener noreferrer" target="_blank">According to Nielsen</a>, media consumption has gone up significantly;&nbsp;at the height of the stay-at-home orders in mid-March, television usage was up 18% and social media app usage&nbsp;<a href="https://www.nielsen.com/us/en/insights/article/2020/during-covid-19-sports-viewers-are-still-a-scoring-opportunity-for-brands-and-media-owners/" rel="noopener noreferrer" target="_blank">increased by 17%</a>&nbsp;compared with early March.&nbsp;&nbsp;Now more than ever, it’s important to keep a pulse on where your target audience is spending their time and then meet them there.&nbsp;This could mean revisiting traditional TV inventory, testing streaming services and connected TV opportunities, or investing more heavily in digital efforts such as social media and search.&nbsp;&nbsp;Our Media and Planning&nbsp;teams&nbsp;can&nbsp;identify&nbsp;your audience’s&nbsp;changing habits and current media consumption as a guide to determine&nbsp;distribution channels.&nbsp;Our proprietary customer&nbsp;conversation tool I.S.A.C.C. can help you show&nbsp;up in those&nbsp;channels&nbsp;with captivating messaging relatable to their current day-to-day&nbsp;will help&nbsp;drive awareness, consideration,&nbsp;and ultimately,&nbsp;purchases.&nbsp;<h2>2. Leverage Testing and Analytics Tools</h2>Making the most of limited budgets requires a strong measurement program&nbsp;and tools&nbsp;(i.e. tracking pixels, Google Tags Manager,&nbsp;location tracking,&nbsp;and social listening)&nbsp;in place&nbsp;to&nbsp;ensure your investment is directly increasing sales.&nbsp;&nbsp;Some CPG brands&nbsp;such as&nbsp;kids’ snack brands,&nbsp;may have seen a decrease in sales with schools going remote.&nbsp;In these cases,&nbsp;it’s&nbsp;important to&nbsp;frequently&nbsp;leverage real-time data dating back to the start of the pandemic&nbsp;to efficiently optimize the way they reach new, lapsed and at-risk consumers. Doing so will allow them to respond to changes&nbsp;created as new consumer habits are formed.&nbsp;&nbsp;Other CPG brands, such as toilet paper or&nbsp;cleaning products, have seen a surge in sales resulting from the pandemic to the point where they can barely keep certain products on shelf. While the increase in sales and high demand may seem like a win,&nbsp;leveraging social media listening&nbsp;data is imperative for them to understand the sentiment around their brand as consumers may not be&nbsp;able to purchase&nbsp;the products, volume of conversation around supply chain issues,&nbsp;and whether the low inventory is causing consumers to switch&nbsp;brands.&nbsp;&nbsp;Having the right analytics program and measurement tools in place allows CPG brands to develop impactful campaigns that maximize available resources – without wasting them. By staying on top of a how your brand is performing, you’re able to easily identify new opportunities or react quickly to market changes, such as consumer behavioral shifts, supply chain issues or retailer challenges, to adjust your strategy.&nbsp;&nbsp;<h2>3.&nbsp;Leverage&nbsp;Influencers to Fulfill Content Needs</h2>At the height of the pandemic, brands had to get creative to&nbsp;produce&nbsp;content due to temporary closures and heavy restrictions regarding social distancing.&nbsp;While traditional on-set productions are starting to ramp back up, they come with a&nbsp;higher&nbsp;cost both in time and price tag due to the&nbsp;ongoing&nbsp;restrictions surrounding COVID-19. With tighter budgets in place, brands are looking for alternative ways to offset a potential content drought.&nbsp;&nbsp;Enter influencers. With the&nbsp;proper&nbsp;vetting and brief in place, influencers can create content on your brand’s behalf, distributing it to their highly engaged follower base. Additionally, brands have the opportunity to own and re-purpose those assets as they wish across their owned channels – creating digital, social media and TV ads at a more efficient cost.&nbsp;Even before the pandemic, CPG brands&nbsp;were testing this strategy. One great&nbsp;example of this&nbsp;is Pine-Sol.&nbsp;While the brand was&nbsp;a category leader, they&nbsp;felt they needed a fresh look to&nbsp;appeal to younger demographics who were&nbsp;entering the home renting/buying phase in their life.&nbsp;They started with an insight that stemmed from consumer data and social listening&nbsp;–&nbsp;consumers still clean on Saturdays, listening to music and dancing along in order to make it more enjoyable. They came up with the campaign “Clean Your Way” and partnered with known dancing and lifestyle influencers&nbsp;<a href="https://www.youtube.com/watch?v=AqFPDIXAFu8&amp;t=85s" rel="noopener noreferrer" target="_blank">Inanna Sarkis</a>&nbsp;and&nbsp;<a href="https://www.youtube.com/watch?v=KqNrhsxlbl0" rel="noopener noreferrer" target="_blank">Tianne and Heaven</a>&nbsp;to&nbsp;brand relevancy and consideration.&nbsp;Inanna’s video launched first,&nbsp;<a href="https://www.mediapost.com/publications/article/325671/pine-sol-dances-into-the-modern-age-with-influence.html" rel="noopener noreferrer" target="_blank">resulting in</a>&nbsp;1.3MM&nbsp;video views in 72 hours&nbsp;and a 40% increase in website traffic to Pine-sol’s site.&nbsp;Overall, brands who commit now to&nbsp;being strategic about their budgets while weathering the storm&nbsp;are setting themselves up for success, including maintaining a hold on their brand awareness, market share and securing their place with consumers for the long term.&nbsp;&nbsp;

Brunner identifies creative solutions to optimize spending and drive results even with limited resources, making the most of a shrinking budget. Learn more.

Lindsay Motta

Senior Manager, Communications

Lindsay Motta

Senior Manager, Communications

Lindsay's Content

Good people doing great work for our clients.