The Rise of Influencers in Regulated Industries

If you work in FinTech or insurance and want to reach niche, high-value audiences or build credibility as a thought-leader, here’s what you need to know about leveraging influencers effectively without getting lost in sign-off and risk reviews.

WHY INFLUENCER MARKETING MATTERS

We’re seeing a trend: even the most regulated industries are beginning to experiment with influencers to speak directly to decision-makers and high-value customers.

• Increase brand visibility in a very specific and high-value audience.
• Demonstrate thought leadership and credibility on an audience & industry level.
• Access an audience through trusted voices who already command attention.

B2B buyers don’t look to brands for expertise - they seek out individuals whose perspectives they trust e.g. financial analyst, an industry-focused podcast host, etc.

B2B VS B2C INFLUENCERS: KEY DIFFERENCES

In consumer-facing sectors, working with a popular lifestyle influencer is often a straightforward and quick way to increase visibility. On the other hand, in B2B, the criteria are different.

You’re not aiming for just any large audience - you need to reach a specific group of decision-makers who value authority, knowledge, and transparency.
 

To read the full article, visit Little Black Book.