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RESEARCH, ANALYSIS & TRENDS

Although the reach of these groups is generally lower, That is why it is important to provide authentic and
they are credible. Employees who are highly trusted in credible content to potential customers in the early
their personal networks and publicly speak out for their stages of the purchasing decision process - like good
employer are particularly credible influencers. content from influencers.
Additionally, the good reputation of a company by its
employees has also a positive effect on the company as The targeted use of so-called ‘micro-influencers”, that
an employer brand. Specialized journalists and analysts have up to 10,000 followers and increased engagement
are also credible and, on top of that, offer in many cases and fan-influencer relationships, is actually gaining
a high coverage. Sound industry know-how is decisive, momentum in the B2C area, too. It will be particularly
whereby the selection pool of suitable influencers is interesting to see whether B2C and B2B can learn from
quite manageable. each other, or at which points the communication
strategists clearly differ due to sectoral differences. ◊
In the B2B environment, buying decisions are in many
cases already made by Internet research before the
customer gets personally in touch with the company. By Daniela La Marca

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