Busting 4 Myths Around Influencer Marketing in Construction
Influencer marketing has come a long way, but misconceptions about its effectiveness in the construction industry persist. Let’s tackle the most common myths and explain why influencer marketing is a game-changer for construction businesses—even those operating in the B2B space.
1. “We can’t do influencer marketing because our business is B2B.”
Construction marketing is often labelled as B2B and, let’s be honest, sometimes thought of as “boring”. But influencer marketing isn’t just for trendy consumer brands—it’s highly adaptable for B2B audiences.
Here’s how:
Shift your KPIs: If you sell via a dealer network so can’t effectively measure direct sales, switch to judging success based on lead generation, brochure downloads, or increased website traffic.
Adapt proven strategies: Nearly every B2C marketing approach can be tailored to fit B2B needs. For instance, influencer campaigns can generate operator feedback, highlight customer testimonials, or demonstrate unique product features.
Build trust: Influencers offer authentic operator feedback that helps build credibility—something trade shows, print or PPC ads can’t achieve alone.
2. “Influencer marketing isn’t for us, thanks.”
Some brands are hesitant to dive into influencer marketing, believing it’s a fad or irrelevant to their market. Here’s why that thinking could cost you:
- Competitors are already doing it: Many major brands in construction have embraced influencer marketing and are seeing great results, proven by the fact they are repeating the activity again and again. By delaying, you risk falling behind and the cost of such activity increasing over time.
- Data-driven marketing: Influencer campaigns provide measurable insights, from post impressions to website traffic and lead generation—something that’s much harder to achieve with traditional print ads.
End-to-end solutions: Partnering with Driven Talent means you’ll achieve a seamless collaboration, with minimal work on your side and maximum results.
3. “We don’t need to pay for influencer marketing because we gift products.”
Gifting products instead of paying influencers might seem like a budget-friendly approach, but it’s risky and offers little control because:
- No guaranteed content: Gifting doesn’t ensure the influencer will promote your product—or that the content will align with your goals.
- Unclear ROI: Without a structured campaign, there’s no way to measure success. By contracting the collaboration, you can set out key deliverables and tracking information.
- Comprehensive campaigns: At Driven Talent, we handle contracts, communications with the influencer and measurement, ensuring you get the most out of your investment for the least amount of work on your part.
4. “We can’t afford it.”
Think influencer marketing is too expensive? Think again. Costs vary depending on your goals, but with the right strategy, it’s an accessible and impactful option.
- Value for money: Influencers connect you with highly relevant, engaged audiences, offering the same reach as traditional publications but with measurable data to refine future campaigns.
- Cost considerations: Campaign budgets depend on factors like who the creator is (their notoriety, reach and audience), content quantity, usage rights, and time frames. The cost of a collaboration could be as little as £1,500. We are always happy to provide a no-obligation quotation and discuss your requirements.
The bottom line
Influencer marketing is no longer just an option; it’s a necessity for forward-thinking construction brands. Whether you want to build trust, generate leads, or amplify brand awareness, Driven Talent has the expertise to deliver impactful, measurable results.
Ready to bust your own myths? Let’s chat about how we can help your business thrive through influencer marketing.
