Influencer Opportunity: Google Updates 

Google’s March 2024 algorithm update aimed to reduce the prevalence of unhelpful, low-quality material in search results, Emphasising the importance of human-created content that offers original research, unique insights, and genuine expertise.  

 

This critical update has through the year, served as a clear warning for SEO: while AI can be a valuable tool, it cannot replace the depth and authenticity that comes from true subject matter expertise. 

For content creators, this shift underscores the need to Prioritise quality over convenience. 

Understanding Influencer Marketing in B2B 

This year, there has been a notable trend reported widely that shows Google seems to Favour unique content, influencer and personality marketing as part of a company’s overall SEO strategy.  

 

By collaborating with industry thought leaders and experts within their Organisation and within in industry, companies can significantly enhance their search engine optimisation (SEO) efforts. This integration not only boosts online visibility but also engages a broader audience, ultimately leading to higher rankings on search engine results pages (SERPs). 

 

For those living under a rock, Influencer or thought leadership marketing has quietly emerged as a powerful and formidable strategy, within both the B2C and the B2B sector, thanks to LinkedIn, YouTube, Instagram and TikTok. 

 

Influencer marketing in a B2B context involves homegrown marketing and strategic partnerships with industry experts and thought leaders who possess a substantial following within a specific niche. Unlike B2C influencer marketing, which often relies on celebrity endorsements, B2B influencer marketing focuses on individuals with credibility and authority in their respective fields. These influencers have the power to sway the opinions and decisions of other businesses, making them invaluable assets in B2B marketing strategies. 

Types of B2B Influencers 

• Industry Experts: These are professionals with deep knowledge and experience in a particular field. They are often sought after for their insights and expertise, making them ideal partners for B2B influencer marketing. Their endorsement can lend credibility to a brand and its offerings. Industry experts can both be internal (within the company) and external (within one’s industry). 

• Thought Leaders: Recognised for their innovative ideas and insights within an industry, thought leaders are influential figures who shape trends and drive conversations. Their ability to engage audiences with thought-provoking content makes them powerful allies in B2B marketing. 

Each type of influencer offers unique advantages based on campaign goals. For instance, industry experts can enhance brand authority, while thought leaders can shape decisions, and thus generate qualified leads through engaging content and discussions. 

 

The Symbiotic Relationship Between Influencer Marketing and SEO 

Influencer marketing and SEO, though distinct, share a complementary relationship that is particularly beneficial in the B2B sector. Both strategies aim to increase brand visibility and engagement, albeit through different means. Influencer marketing leverages the established audiences of thought leaders, while SEO optimises a website for search engines, making it more discoverable to a broader audience. 

How Influencers Boost SEO in B2B 

1. Google’s Go Signal: Google has not just acknowledged but highly encourages the linkage between influencer marketing and SEO. The use of influencers can help brands align their content with SEO objectives, such as optimising for relevant keywords and creating evergreen content that maintains long-term appeal. Inserting an influencer’s name into a piece of content that is both contextual and value-adding is a strong way to boost SEO.  
2. Backlinks: One of the most significant contributions of influencers to SEO is the provision of valuable backlinks. When thought leaders link to your website in their content, it serves as an endorsement, signalling to search engines that your site is trustworthy and relevant. This can lead to improved SEO rankings, as backlinks are a key factor in search engine algorithms. 
3. Content Creation: Influencers can create high-quality, engaging content that features your brand. This content can be repurposed on your website or social media platforms, providing SEO benefits through optimised keywords and meta tags. Additionally, influencer-generated content tends to attract more organic traffic, further enhancing SEO performance. 
4. Social Signals: Increased social media engagement from influencer campaigns can indirectly boost SEO by driving more organic searches and interactions with your website. Social signals, such as likes, shares, and comments, indicate (albeit loosely) to search engines that your content is valuable and relevant, which can positively impact search rankings. 
5. Brand Authority: Positive endorsements from industry experts can build trust with an audience, which can translate to increased brand visibility and authority in search engine algorithms. When a respected thought leader vouches for your brand, it enhances your credibility and can lead to higher search rankings. 

The B2B Brands Boosting SEO Through Thought Leadership 

Here are five B2B companies that have successfully leveraged thought leadership and influencer marketing within their Organisations to enhance their B2B marketing strategies: 

1. SAP
   

   SAP, a leader in enterprise software, has effectively Utilised influencer marketing by engaging with industry experts and thought leaders. They invite influencers to participate in major industry events like SAP Sapphire, where influencers create and share content that reaches a wide audience. For example, during the SAP Sapphire event in Florida, SAP collaborated with 11 influencers to livestream talks, reaching between 80,000 to 100,000 people online. This strategy not only increased social media engagement but also extended the long-tail value of their content by repurposing it for blogs and social media channels.

2. Voith
   

   Voith, a technology company specialising in technical equipment for hydroelectric power plants, has leveraged experts as influencers. By organising tours to exceptional power plants throughout Europe and documenting these experiences, Voith engaged with other experts and shared the content across multiple channels. This approach resulted in over 13,000 interactions on social networks, highlighting the power of expert-driven content in B2B marketing. 

3. Deloitte
   

   Deloitte has established itself as a thought leader in the consulting industry through its “Deloitte Insights” initiative. By consistently producing valuable research reports and industry analyses, Deloitte has positioned itself as a trusted advisor. Their ability to present complex topics in an engaging manner has solidified their reputation and enhanced their brand authority. 

4. VideoFruit 

   VideoFruit, founded by Bryan Harris, provides tools and courses to help businesses build their email lists. The company leveraged influencer marketing by engaging in guest blogging on larger, prestigious sites targeting entrepreneurs, which helped them reach a broader audience and establish authority in the B2B space  

5. Miro
   

   Miro, a collaborative online whiteboard platform, successfully used influencer marketing to promote its user-created template library, Miroverse. By collaborating with influencers to create relevant content on various social media platforms, Miro increased traffic and user engagement, demonstrating the effectiveness of influencer marketing in the B2B sector. 

Leveraging LinkedIn for B2B Influencer Marketing For Your Website SEO 

LinkedIn – as you are no doubt aware – is a powerful platform for B2B influencer marketing, offering unique opportunities to enhance SEO performance. As a professional networking site, LinkedIn provides a platform for thought leaders to share insights, engage with industry communities, and build authority.

1.Establish Authority

Influencers can publish thought leadership articles on LinkedIn, which can be optimised with relevant keywords. These articles not only drive traffic to your website but also improve search rankings by establishing your brand as an authority in the industry. Thought leaders can share their expertise on industry trends, challenges, and solutions, positioning your brand as a go-to resource.

2.Engage with Industry Communities

By participating in LinkedIn groups and discussions, influencers can increase brand visibility and foster relationships with potential clients. This engagement can lead to increased website visits and improved SEO metrics. Thought leaders can initiate discussions on relevant topics, share insights, and connect with other industry professionals, expanding your brand’s reach.

3.Share Content Consistently

Regularly sharing valuable content on LinkedIn can enhance a brand’s online presence. Influencers can amplify this content, reaching a wider audience and driving more traffic to your website. Consistent content sharing also keeps your brand top-of-mind for your audience, reinforcing your authority and expertise.

4.Use LinkedIn Analytics

Leverage LinkedIn’s analytics to measure the impact of influencer activities on your SEO goals. Monitor metrics such as post engagement, profile views, and website traffic to assess the effectiveness of your strategy. LinkedIn analytics provides valuable insights into audience demographics, engagement patterns, and content performance, allowing you to refine your approach. 

Incorporating Influencer Marketing into SEO Goals 

 

To effectively integrate influencer marketing into your SEO strategy, start by setting clear objectives, such as improving domain authority or increasing traffic, to guide your influencer selection and measure success. Choose influencers within and outside your Organisation who are relevant to your industry and have the potential to connect with an audience and thus enjoy high engagement rates, as they can drive more impactful results. Collaborate with them to create SEO-optimised content that aligns with your brand goals, focusing on building long-term relationships for sustained benefits. Finally, regularly monitor and analyse key performance metrics like traffic and search rankings to ensure your campaign remains effective and aligned with your objectives. 

 

The integration of influencer marketing into SEO strategies offers a holistic approach to digital marketing that can significantly boost a B2B brand’s online presence. By understanding and leveraging this relationship, companies can achieve a competitive edge, ensuring their content resonates with audiences and ranks well in search engine results.