The Growth and Success Stories of B2B Influencer Marketing in the Japanese Market
B2B influencer marketing is experiencing rapid growth in Japan, and riding this wave could be a path to substantial success in the Japanese market.
With the expansion of digital marketing, influencers with deep expertise in specific industries have become valuable figures who enhance product and service credibility, thus directly impacting purchasing decisions.
Traditional B2B marketing often relied on in-person meetings and trade shows. However, digital outreach through influencers offers a powerful way to reach targeted audiences.
This article introduces the significance of B2B influencer marketing in the Japanese market and effective strategies, illustrated with specific examples.
Why B2B Influencer Marketing is Trending in Japan
B2B influencer marketing is gaining attention in Japan, mainly because it allows brands to efficiently build trust and brand recognition in the rapidly expanding digital marketing landscape.
Traditional B2B marketing used to rely heavily on direct communication between employees and trade shows. The shift toward digital approaches accelerated with the onset of COVID-19.
In Japan, influencers’ deep knowledge of specific technologies and industries is advantageous, as their content can significantly impact purchasing decision-makers.
Particularly in fields like IT and manufacturing, influencers who can communicate products and services clearly and understandably have become increasingly important, making B2B influencer marketing a hot trend.
Differences Between B2B and B2C Marketing
There are significant differences between B2C and B2B influencer marketing.
In B2C, ads are often based on consumer emotions and trends, while B2B emphasizes credibility and expertise.
B2C marketing tends to involve short-term decision-making, where products or services are purchased immediately. B2B, on the other hand, often involves long-term contracts and implementation, making it essential to build trust among decision-makers.
In B2B marketing with influencers, it is crucial to have influencers who significantly impact purchasing decision-makers and are recognized as experts or key players in specific fields.
Effective B2B Influencer Marketing Strategies in Japan
Do B2B influencer marketing strategies differ between Japan and overseas?
Utilizing Micro-Influencers
Micro-influencers are especially effective in Japanese B2B marketing.
They wield strong influence in niche fields and have built deep relationships with followers. For example, Japanese micro-influencers in IT and technology can reach decision-makers with specialized knowledge, making their impact far more effective than mere follower counts.
In the Japanese market, micro-influencers with a few thousand followers are often more trusted than major influencers with hundreds of thousands. This approach is particularly effective in B2B fields.
Building Long-Term Relationships
In B2B influencer marketing, long-term collaboration with influencers, rather than one-off campaigns, is key to success.
Rather than expecting short-term effects from advertisements, it is crucial to continually convey a brand’s story alongside influencers. This builds trust among decision-makers, ultimately leading to more effective marketing.
In Japan, trust forms the foundation of business success. Therefore, B2B marketing that fosters long-term partnerships with influencers is indispensable.
Leveraging Video Content
In Japan, as in other countries, utilizing video content in B2B influencer marketing is effective.
For example, product demos and webinars can visually explain complex services and products, deepening decision-makers’ understanding.
In the Japanese market, visual content is a critical factor in influencing purchasing behavior. Video content featuring influencers amplifies its effectiveness.
Collaborating with influencers enables B2B tech and software companies to visually convey their products’ value.
Reasons for Using Influencers in Japan’s B2B Market
Why do companies use influencers in Japan’s B2B market? Here’s the answer:
Improving Trust and Brand Recognition
In Japan’s business world, trust is essential. B2B influencers are key figures within their industries, and their content significantly impacts purchasing decision-makers.
By leveraging influencers, product and service credibility can be enhanced, which in turn elevates brand awareness.
Building trust is the foundation of business success in Japan, making influencer-driven B2B marketing an effective strategy.
Enhancing Reach and Targeting Accuracy
B2B influencers in Japan have deep expertise in specific industries, enabling them to target niche markets with high accuracy.
For example, influencers well-versed in specific technologies or products in manufacturing and IT industries can share relevant information with their followers, efficiently reaching target markets.
This approach allows brands to reach niche markets that are challenging to access with traditional marketing methods.
Smooth Communication in Native Language
In Japan’s business world, communication in Japanese is crucial. It’s more important than many overseas businesses might realize.
In B2B, purchasing decision-makers need to understand technical details and product characteristics, making the language barrier a significant challenge.
Leveraging Japanese influencers enables smooth communication in Japanese, preventing misunderstandings and delays.
For overseas companies entering the Japanese B2B market, Japanese-speaking influencers are valuable partners.
Examples of B2B Influencer Usage in Japan
Influencer marketing is also effective for B2B marketing on websites and social media. Here are successful examples in the Japanese market:
Suketachi Inc., the operator of the Suketachi app, which facilitates connections between craftsmen and construction companies, has appointed former professional wrestler and talent Riki Choshu as its image character. Riki Choshu is a beloved influencer widely recognized by many Japanese.
This collaboration helped enhance brand power, increasing corporate and service awareness. In B2B marketing, choosing influencers who align with your brand image and goals can build consumer confidence and trust in your business or service.
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