This may be of some interest.
MarketingProfs educational content director Kerry O’Shea Gorgone kicked off an insightful #MPB2B Forum 2020 session with our CEO Lee Odden exploring B2B influencer marketing, “New Research: How to be Successful With Influencer Marketing.”
Lee began by explaining that when it comes to B2B influencer marketing, to create and maintain a successful program you’ve got to do the hard work and be smart about it, and set about to demystify some of the lesser-known aspects of B2B influencer marketing by sharing what he’s learned from having been deeply involved with the practice for the past eight years.
Let’s take a look at the new B2B influencer marketing research Lee explored in his insightful MarketingProfs B2B Forum #MPB2B 2020 session.
1 — Utilize Influencers to Rise Above Pandemic Uncertainties
The pandemic has given rise to many new challenges that B2B marketers have had to deal with, including budgets that are often on hold while at the same time sales goals are not, leading to high levels of uncertainty.
B2B influencer marketing offers a powerful solution for rising above these uncertainties, by unleashing the power of collaboration with experts, Lee noted.
While we’ve been used to buyers actively looking for solutions, there’s a greater reliance on content today, making the trustworthiness of content sources more important than ever, Lee pointed out.
To help address the issue of trustworthiness and how B2B influencer marketing can help marketers now more than ever, Lee explained how TopRank Marketing produced the industry’s first 2020 State of B2B Influencer Marketing Report, with groundbreaking insights from 20 top B2B brands.
Lee shared how the report’s data makes it clear that B2B influencer marketing:
- Improves customer experience (CX)
- Positively impacts marketing overall
- Increases brand awareness
- Improves lead generation
- Builds brand reputation and advocacy
“Partnering with well-matched influencers is a handy way to infuse your brand with creative energy and inspiration,” #MPB2B’s Ann Handley, who is among the top B2B marketing experts included in the report, observed.
[bctt tweet=”“Partnering with well-matched influencers is a handy way to infuse your brand with creative energy and inspiration.” — Ann Handley @MarketingProfs” username=”toprank”]
2 — What Will Effective B2B Influencer Marketing Look Like in 2021?
Using remote work company monday.com* as an example, Lee shared how B2B influencer marketing had helped the platform achieve social reach from influencer shares of brand content that reached 1,790 percent above the target goal.
Lee also explained how monday.com successfully utilized B2B influencer marketing to partner with remote work experts and to drive discussions via live-stream that resulted in exposure to thousands of potential customers.
In another example, Lee showed how IT service management software firm Cherwell Software* used B2B influencer marketing to achieve 342 percent better click-through-rate (CTR) on influencer content, and how the firm was successfully able to use influencers to build trust around a topic they hadn’t previously been known for, resulting in some 90 percent entirely new people in their database.
LinkedIn* served as another powerful example shared by Lee, who explained how the professional social media platform created a strong community of 75 influencers — recognizing the importance of investing in influencer relationships, and also the growing need for always-on B2B influencer marketing programs.
Lee shared how LinkedIn had partnered and developed relationships with influencers, how it was able to create a community of respected voices that became an ongoing voice of the brand, and how doing so allowed LinkedIn to be the best answer for its customers.
3 — What Makes B2B Influencer Marketing Content So Special?
B2B influencer marketing adds invaluable third-party credibility and trust to content, Lee said, also noting that it helps to extend content creation and expertise and to infuse the voice of the customer in your brand content, creating powerful trusted voices.
It also offers the added benefit of creating the type of inspiring promotion that traditional advertising may not be nearly as successful in doing, Lee suggested.
Lee then focused on steps B2B marketers can take to achieve success with an influencer marketing program.
4 — Scaling With Strategy
Scaling with strategy begins with finding the topics most relevant to your business, and Lee used an example from SAP*’s Tech Unknown podcast.
The podcast came about as a way to serve both internal customers and multiple external audiences, using an industry influencer — in this case technology futurist Tamara McCleary — as the podcast’s host.
Lee shared how influencers serve multiple uses for the SAP Tech Unknown podcast series, now in its third season, and how by following best-practices the podcast’s content has also been successfully repurposed into eBook and other content formats.
5 — Understand Topical Demand Using Specialized Software
Lee shared how using tools including SEMrush and BuzzSumo can play an important role in helping to answer customer questions from third-party experts, and also explained how using the right software makes it possible to validate ideas with relevant data.
Lee recommended data-driven influencer marketing platform Traackr to help qualify and validate potential influencers and discover whether they have the right tone of voice, cadence, and other relevant criteria.
When it comes time for publishing B2B influencer marketing content co-created with influencers, it’s important to incorporate blog content as a part of your organization’s overall content publishing strategy, Lee noted, as it’s a vital part of the diverse array of content publishing formats that should be utilized when sharing co-created influencer content.
6 — Use an Always-On Engagement Strategy
Lee stressed the growing importance of an always-on engagement strategy, citing research from the 2020 State of B2B Influencer Marketing Report showing its effectiveness, and sharing a quote from Garnor Morantes, group marketing manager at LinkedIn: “Being ‘always-on’ has allowed our team to build meaningful relationships with influencers,” Garnor said.
[bctt tweet=”“Being ‘always-on’ has allowed our team to build meaningful relationships with influencers.” — Garnor Morantes of @LinkedIn” username=”toprank”]
An always-on approach that’s centered around creating relationships helps build community and advocacy, Lee explained, noting the importance of playing the long game.
Lee presented a case study showing the effectiveness of B2B influencer marketing, from Alcatel-Lucent Enterprise (ALE), which created a successful IT Vanguard Awards program using IT industry influencers as judges.
The awards program shared the advice and insight of honorees and helped to make them into influencers, Lee noted of the program, which went on to win an award at the 2020 Content Marketing Awards.
Lee explained how TopRank Marketing has a proven process of working with influencers for many of the top brands on the planet such as Adobe, LinkedIn, Dell, 3M and others, and he urged those considering a B2B influencer marketing program to look closely at who really influences your buyers.
Only then can you move forward with investing in and executing a successful influencer program, Lee observed, which could start with outside help in the form of a pilot B2B influencer marketing program.
By using the insight gained from a pilot influencer program, B2B marketers can further build an influencer strategy, grow a content community of influencers, and activate return on investment (ROI), Lee noted as he concluded his #MPB2B presentation.
7 — Bonus #MPB2B B2B Influencer Marketing Insight
During the post-session question and answer period, Lee was asked for advice writing about non-marketing-related content, and he urged marketers to always strive to empathize with the audience, and to make content meaningful to them.
Using an example of a shareable social media message, Lee noted that tweets created for influencers won’t work nearly as well when an organization’s entire team shares these same messages, and instead recommended the messaging be changed to better suit those sharing the content in a more general way.
Lee was also asked whether B2B influencer marketing can also work for smaller firms, and he shared several examples of TopRank Marketing’s work with small-to-medium size businesses (SMBs), utilizing locally influential people, for firms such as Welter Heating and Prophix Software.
Welter Heating was able to utilize local celebrity influencers to poll and gather feedback, giving them something fun, easy, and interesting to do, which was then made into round-up posts for the company’s website, Lee noted.
Lee explained how despite the fact that financial management software solution provider Prophix Software was centered around a fairly niche topic, they were able to find relevant specialized influencers that fit and worked well.
Asked to provide a quick tip for getting started in B2B influencer marketing, Lee suggested making and publishing a list of the people who are influential in your particular industry, as a way to honor them and then also to use as an opportunity to follow up with each person with a brief and easy-to-fulfill request for a future co-collaboration project such as an interview or eBook.
While B2B influencer marketing had previously been roughly 80-90 percent of the unpaid variety, that number is now up to around 25 percent paid, Lee said, noting that there are now more B2B professionals who bring to the table the type of influencer skills worth paying for, such as much more robust and relevant content from brandividuals.
When asked about budgeting, Lee suggested that B2B influencer marketing can be budgeted as with any other advertisement expenditure, and explained how using paid influencers can be a great way to find and recruit lesser-known influencers.
Lee suggested that it’s helpful to have a long runway for building influencer relationships, and explained how TopRank Marketing was able to find remote work experts for client monday.com by using Traackr and a variety of other criteria to those most influential around the topic, along with those who have a community of followers that will respond to that topic. These join other metrics including network size, publishing cadence and format, along with the influencer’s particular values, Lee noted, before they are ultimately approved by the client.
Another question Lee fielded was who within an organization should run a B2B influencer marketing program, and he noted that in the early days of influencer marketing it was likely to be the director of marketing or people in social media roles — all community-oriented professionals.
As time has passed, Lee explained, with B2B influencer marketing having grown in both success and sophistication, new dedicated roles are being created, such as those held by people including Rani Mani, head of global employee advocacy at Adobe*, and Ursula Ringham, head of global influencer marketing at SAP, and there has also been more integration with other departments at organizations.
Lee’s final question was whether B2B influencer marketing could be used to test new markets, and Lee shared how it can be successfully used to find new marketing topics by conducting tests with various content formats to see how each resonates, before ultimately deciding whether to scale or bail, Lee noted.
Learn more about B2B influencer marketing from Lee by watching our #InsideInfluence series, including the latest episode “Inside Influence EP06: Amisha Gandhi from SAP on the Power of Mutual Value in B2B Influencer Marketing.”
Be sure to check out our additional #MPB2B 2020 coverage listed below:
- LinkedIn’s Ty Heath: 3 Enduring B2B Marketing Trends #MPB2
- Adobe’s Rani Mani: 5 Tips For Creating Your B2B Influencer Marketing Love Affair #MPB2B
- 10 Must-See Sessions at MarketingProfs B2B Forum 2020 #MPB2B
- 25 Top B2B Marketing Influencers To Follow In 2021 #MPB2B
Want further help? Contact us and find out why brands from SAP, LinkedIn, AT&T Business, and Adobe to IBM, Dell, Cherwell Software, monday.com and more have chosen TopRank Marketing.
* monday.com, Cherwell Software, LinkedIn, SAP, Welter Heating, Prophix Software, and Adobe are TopRank Marketing clients.
The post 7 Keys To Successful B2B Influencer Marketing #MPB2B appeared first on B2B Marketing Blog – TopRank®.
Thank you for reading.
This may be of some interest.
Recently we published the 2020 State of B2B Influencer Marketing report after surveying hundreds of B2B marketers about their experiences, best practices, tools, budgets and plans for the future.
In an environment where B2B marketing is decidedly digital and marketers are hard pressed to squeeze more productivity out of fewer resources, credible information about marketing best practices, operations and trends for the future are in high demand. Judging by the response we’ve had to The State of B2B Influencer Marketing Report so far, we’re definitely meeting a need.
There is both optimism and an unrealized opportunity with influencer marketing for B2B companies. For evidence, check out these stats from the report:
- 78% of B2B marketers believe prospects rely on advice from influencers
- 74% believe that Influencer Marketing improves customer and prospect experiences
- 63% agree that marketing would have better results if it included an Influencer Marketing program
- 60% of marketers who use always on Influencer Marketing programs are very successful vs. 5% who do periodic campaigns
- Only 19% of B2B marketers are running ongoing influencer marketing programs
- Only half include a plan for influencer activation in their influencer marketing strategy
- Only 35% of marketers use software to identify potential influencers
- 60% say they don’t have the knowledge to execute or have the right skills in house to implement ongoing Influencer Marketing programs
Influencer Marketing is a significant opportunity for B2B Marketers to connect with trusted and credible experts that have the attention of audiences that are probably overwhelmed with information and ignoring most of the ads that do get to them. At the same time B2B brands that build relationships to co-create content with these industry voices can integrate influence with thought leadership to build the authority and influence of brand employees.
It is very satisfying to have spent the past 8 years focusing on such a niche aspect of B2B marketing to see it now start to grow in acceptance, adoption and maturity amongst some of the top B2B brands in the world. Where there were previously no positions outside of PR with “influencer” in the title, now it is much more common to find marketers with titles like, Head of Global Influencer Marketing, VP Influencer Marketing and Communications, or B2B Influencer Engagement Strategist.
Many B2B marketing professionals with these titles have earned hard won insights into what makes influencer marketing truly work for B2B, especially during a time when brand marketers are highly motivated to focus on strategies and tactics that will help them survive and thrive during the pandemic.
To help you connect with the collective wisdom of the B2B influencer marketing crowd, here are 20 B2B Influencer Marketing Professionals to follow (in no particular order):
Ursula Ringham @ursularingham
Head of Global Influencer Marketing at SAP
Rani Mani @ranimani0707
Head of Social Influencer Enablement at Adobe
Jen Holtvluwer @JenHoltvluwer
CMO at Spirion
Garnor Morantes /in/garnormorantes/
Group Marketing Manager at LinkedIn
Martin Hanna @martyhanna
VP, Analyst and Influencer Relations at Schneider Electric
Amisha Gandhi @AmishaGandhi
VP Influencer Marketing and Communications at SAP Ariba
Chris Purcell @chrispman01
Manager, Influencer Marketing at Hewlett Packard Enterprise
Janine Wegner @JanineWegner
Global Thought Leadership Program & Activation Manager at Dell
Marshall Kirkpatrick @marshallk
VP, Influencer Relations, Analyst Relations, and Competitive Intelligence at Sprinklr
Angela Lipscomb @AngelaLipscomb
Influencer Relations Manager at SAS
Srijana Angdembey @srijanaa
Director Social Media Marketing at Oracle
Ann Boyd @annb
VP Corporate Communications at Cherwell Software
Tom Treanor @RtMixMktg
Global Head of Marketing at Arm Treasure Data
Sarah Groves @sstoesser
Director, Communications, AT&T Business Marketing at AT&T Business
Alyssa Samuelson @alyssamuelson
Commercial Influencer Relations at Microsoft
Lucinda Henry @lucindarhenry1
B2B Influencer Engagement Strategist at Intel
Barbara French @bfr3nch
Sr Director, Content and Influencer Marketing at Juniper Networks
Paul Dobson @svengelsk
Sr. Director, Social and Influencer Marketing at Citrix
Meg Crawford @Postgrad
Sr. Influencer/Social Media Marketing Manager at Splunk
Brandi Boatner @ThinkBluePR
Social and Influencer Communications Lead Global Markets at IBM
Of course there are many B2B influencer marketing practitioners from the consulting and agency world that could be on a list like this, including some of my team at TopRank Marketing. Maybe we’ll publish such a list in the future, but for now this resource is focused on people working at B2B brands.
If you know of other B2B brand influencer marketing practitioners, who would you add to this list?
To tap into the collective wisdom of these and more B2B influencer marketing experts, be sure to check out the full report here.
*SAP, LinkedIn, SAP Ariba, Dell, Cherwell and Treasure Data are TopRank Marketing clients.
The post 20 B2B Influencer Marketing Pros to Follow from Top Brands appeared first on Online Marketing Blog – TopRank®.
Thank you for reading.
13 Ways B2B Influencer Marketing Offers Brands an Ideal Alternative to the Benefits of Physical Events
This may be of some interest.
B2B influencer marketing is an ideal way for brands to drive digital conversations during the global health crisis, and we have 13 ways influencers can virtually deliver many of the benefits that have been lost due to postponed or cancelled real-world events.
With 45 percent of consumers spending more time on social media and 95 percent spending more time on in-home media consumption according to a recent GlobalWebIndex survey, now is an ideal time for brands to drive digital conversations using influencer marketing.
Another recent survey found that 92 percent of marketers believe putting on successful virtual events will be important or critical in the coming months.
Some brands have already chosen to postpone or cancel their events all the way through the middle of 2021, including major players Facebook and Microsoft.
Physical events typically offer a well-rounded array of benefits to everyone involved, from the organizers to attendees, exhibitors, partners, sponsors, speakers, and more.
Some of the traditional benefits of real-world events include:
- Boosting Brand Awareness
- Gaining New Audiences & Clients
- Forging New Business Relationships
- Building Highly Targeted Leads
- Researching Competitors
- Creating Lasting Impressions
- Advertising & Sponsorship Opportunities
- Providing Giveaway & Contest Opportunities
- Saving Time with All-In-One Conference Experiences
- Accessing Key People
- Testing New Products & Services
- Connecting with Attendees
As brands look to utilize virtual events it can be daunting to find relevant substitutes for all of these benefits that real-world events provide, and many have been asking themselves “How can I replace these key real-world event benefits?”
Luckily, B2B influencers can readily provide strong alternative benefits that don’t require physical events, and we’ll look at what they can offer for each of the traditional event advantages.
How B2B Influencers Bring Back the Benefits of Physical Events
How can influencer marketing help B2B brands create new virtual versions of the kinds of experiences that they’ve typically gained from traditional real-world events that are now cancelled or postponed?
“By collaborating with influencers on educational, entertaining and interactive online content, B2B brands can satisfy the hunger buyers have for credible content experiences that engage and inspire,” Lee Odden, chief executive and co-founder of TopRank Marketing noted.
B2B influencers helping co-create and promote these types of engaging content experiences can be particularly powerful now, as consumers are forced to seek out inspiration in a virtual world to replace what they typically gain through attending real-world events.
In substituting virtual for real-world, our client Adobe’s annual Summit conference chose to explore a “choose your own adventure”-style virtual session selection experience — a type of content especially promotable using influencers.
“We felt ‘choose your own adventure’ was the best way for the audience to get more value out of it. When you’re online there are distractions, so we had to play to the situation as best we could,” Alex added.
Uniting influencers with customers and media should now be a key marketing focus for brands, according to public relations and marketing consultancy Edelman.
“Digital marketing provides unique opportunities for cross-promotion in partnership with customers, vertical media and influencers,” Edelman’s Joe Kingsbury and Ben Laws recently noted in “Beyond Conferences: How B2B Marketers Should Approach a Covid-19 World.”
[bctt tweet=”“By collaborating with influencers on educational, entertaining and interactive online content, B2B brands can satisfy the hunger buyers have for credible content experiences that engage and inspire.” @LeeOdden” username=”toprank”]
B2B Influencers Help Gain New Audiences & Clients
86 percent of marketers in charge of ad spend allocation said that they either might or definitely would use social media influencer marketing during the health crisis, topping a list of marketing strategies in a recent IZEA survey.
“With in-person events on hold indefinitely, marketers have lost one major channel,” Tom noted.
“Events are a place to connect face-to-face with potential buyers, to share thought leadership and to gain visibility in their target markets. With that channel gone for now, it’s an important time to look at other available — and often under-utilized — channels, including influencer marketing,” Tom added.
“Working with influencers is a potentially valuable channel for many companies. Why? Because influencers are tapped into the current mood and interests of their audience. Their insights can help you craft your messaging to better resonate with your customers. More importantly, influencers are able to provide your company with additional reach into the influencers audiences,” Tom said.
“Lastly, influencers are able to work with your company to co-create content or to develop content on behalf of your brand. So, consider how you work with influencers in areas such as podcasts, webinars, live-streams, eBooks, blogs and social content. Are there ways that your marketing can be improved with the help of well-connected industry influencers?” Tom concluded.
Tom was one of our “50 Top B2B Marketing Influencers, Experts and Speakers,” and was featured in our Break Free B2B video interview series, exploring B2B marketing personalization.
Among the top ways companies will need to pivot in order to embrace B2B marketing in a post-real-world event environment is influencer marketing, according to author and technology advisor Bernard Marr.
“Digital is likely to be the clear winner here, and companies — including ones that may not so much as had a Facebook page before – will need to move into social marketing, content marketing, SEO and influencer-led campaigns,” Bernard wrote recent in the Forbes piece “Why Companies Turn To Digital Marketing To Survive COVID-19.”
[bctt tweet=”“Consider how you work with influencers in areas such as podcasts, webinars, live-streams, ebooks, blogs and social content. Are there ways that your marketing can be improved with the help of industry influencers?” @RtMixMktg” username=”toprank”]
B2B Influencers Help Promote New Products & Services
With the real-world events B2B brands normally attend cancelled or postponed, what roles can influencer marketing play in providing virtual alternatives to physical exhibition booths and traditional in-person product demonstrations?
“Influencer marketing’s importance went up when in-person events were canceled,” Debbie Friez, influencer marketing strategist at TopRank Marketing, said.
“Brands are fighting for attendee’s attention and time, and finding influencers are there to help to spread the news on their personal platforms about the virtual events,” Debbie explained.
“Plus, brands still need independent thought leaders for keynotes, moderators and panelists for their virtual events. We are finding influencers have been using virtual media for years, and can easily adapt to the changing landscape with both ideas and the know-how to use alternative presentation channels,” Debbie added.
During this global shift to a digital-first customer experience, marketers who incorporate empathy into their efforts are especially well-poised to deliver successful virtual experiences.
“There’s no going back to the world we once knew, the only way to get to the next normal is by plowing straight through disruption,” Solis added.
[bctt tweet=”“Influencer marketing’s importance went up when in-person events were canceled.” @dfriez” username=”toprank”]
B2B Influencers Bridge the Media Coverage Gap
What roles can influencer marketing play in providing virtual alternatives to the media coverage and product announcements typically gained from traditional physical events?
“B2B brands continue to impress me with how agile they’ve been with their marketing in the swiftly changing landscape,” Elizabeth Williams, TopRank Marketing account manager shared.
“Marketers are being ultra-cognizant of their messaging, publishing cadences, and ensuring their POVs and messaging on COVID-19 — or lack thereof — are aligned with their brand values. Influencer marketing is a fantastic way to bridge the gap between what once was our 2020 marketing plan and what we now need to achieve,” Elizabeth said.
“We can show our audiences we are tuned into their world by creating virtual experiences that inspire. And, what better way to do that than featuring credible industry experts and thought leader influencers?” Elizabeth added.
“Influencer-driven content can lead the conversation through live panels, webinars, podcasts and larger virtual events. Or, influencers can add a refreshing seasoning of the latest insights or advice on the changing marketplace. Think blogs, LinkedIn* articles, interactive assets, videos and social content,” Elizabeth suggested.
“Regardless of what tactics suit your business needs and objectives, I’d encourage every B2B marketer to step back and reflect on whether influencer marketing is a fit to take their content to the next level in today’s extra noisy virtual world,” Elizabeth concluded.
[bctt tweet=”Influencer marketing is a fantastic way to bridge the gap between what once was our 2020 marketing plan and what we now need to achieve.” @ElizabethW1057″ username=”toprank”]
Boosting Brand Awareness With B2B Influencers
What additional roles can influencer marketing play in driving virtual brand conversations and boosting brand awareness?
Now is a great time for B2B brands to utilize relevant industry influencers who can successfully drive virtual conversations that expand brand exposure and help with lead generation, as our president and co-founder Susan Misukanis explained.
“Partnering with influencers is more important now than it ever has been. Targeting the right influencer communities can be the best way to expand virtual event attendance and reach into a broader audience — who may not have planned to travel to your live event or conference,” Susan noted.
“If marketers focus on bringing true subject matter expertise to their audience — especially in partnership with influencers — I predict that virtual events will actually grow to be even better than live events for reaching and building positive awareness with an audience,” Susan added.
Industry writer Katie Sehl recently suggested in a HootSuite article about the rise of virtual events that influencers take advantage of the social stories format, including hosting influencer takeovers — another way that influencers can drive brand conversations.
“Speakers often double as influencers — so provide them with the details they need to become event ambassadors,” Katie noted, highlighting the strength of influencers when it comes to digitally replacing some of the key benefits of real-world events.
HubSpot’s Caroline Forsey encouraged organizations adjusting to virtual events to implement “breakout sessions led by influencers and experts,” another way influencers can help brands replace some of their former real-world event momentum with online efforts.
[bctt tweet=”Partnering with influencers is more important now than it ever has been. Targeting the right influencer communities can be the best way to expand virtual event attendance and reach into a broader audience.” @smisukanis” username=”toprank”]
Begin Or Expand Your B2B Influencer Marketing Program
As we’ve seen, successful B2B influencer marketing has much to offer for brands seeking to replace the benefits of real-world events while they’re on hiatus due to the global health crisis.
Implementing a successful program takes time, effort, and dedicated strategy, which leads many brands to use a top B2B influencer marketing agency such as TopRank Marketing, which was the only B2B marketing agency offering influencer marketing as a top capability in Forrester’s “B2B Marketing Agencies, North America” report.
[bctt tweet=”Successful B2B influencer relationships take time to build and require time to maintain.” @LeeOdden” username=”toprank”]
Whether you work with a top B2B influencer marketing agency such as TopRank Marketing or utilize your own team, now is an ideal time to reach B2B influencers and work together to drive digital brand conversations.
Finally, as we all navigate the uncharted marketing waters of the global health crisis, here are several additional resources to help keep your B2B influencer marketing efforts safely afloat:
- B2C vs. B2B Influencer Marketing – What’s the Difference?, by Lee Odden
- Using Influencers to Pivot your Marketing & Comms Strategy, by Onalytica
- Jumpstarting a Pilot B2B Influencer Marketing Program in 5 Steps, by Nick Nelson
- How to Host a Successful Virtual Event: Tips and Best Practices, by HootSuite
- What Is B2B Influencer Marketing in 2020? Change Is Coming, by Anne Leuman
- How to Run a Successful Virtual Event [+ Examples], by HubSpot
- 5 Key Traits of the Best B2B Influencers, by Lee Odden
- COVID-19 Impact: B2B Events [Video], by eMarketer
* Note: Adobe and LinkedIn are TopRank Marketing clients.
Thank you for reading.
Digital Marketing News: Record Influencer Spending, Google’s Gmail Shopping Ads, Pinterest’s Verified Merchant Program, & Twitter Engagement Stats
This may be of some interest.
Facebook Adds ‘One-Time Notification’ API to Messenger for Business
Facebook has given marketers new options for contacting consumers who have agreed to notifications, with the release of an API token system that will enable expanded brand-to-customer contact choices, the social media giant recently announced. Social Media Today
Twitter says ad tech and product updates will improve direct response advertising
Twitter saw fourth quarter advertising revenues climb by some 12 percent to $885 million, with monetizable daily active users (mDAUs) up 21 percent to 152 million, and pointed to several updates that it expects to continue bringing better direct-response ad revenue, the firm recently reported. Marketing Land
Top Twitter Stats for 2020 [Infographic]
Twitter’s ad engagement rates rose by 23 percent, with video ads on the platform coming in some 50 percent cheaper in cost-per-engagement, two of many statistics of interest to digital marketers contained in recent Hootsuite infographic data. Social Media Today
Facebook Is Killing Off Its Web Supply In Audience Network – And Don’t Be Surprised If It All Shuts Down
Facebook has announced that it is phasing out mobile web publishers in its Audience Network. Shuttering one of its low-performing formats may have been driven by the shift away from browser cookies, as Facebook and other social platforms look to alternate forms of ad tracking. AdExchanger
Pinterest shares surge as revenue, user adds beat estimates
Pinterest announced fourth-quarter revenue increases up 46 percent to $400 million and an accompanying 26 percent increase in monthly active users, as the image-focused platform also announced plans to launch its own Verified Merchant Program. Reuters
New Research Shows Facebook Still Holds Sway With Millennials and Gen Z [Infographic]
Facebook has remained the most popular social platform among Millennials, with some 77 percent using it daily, while 64 percent of the demographic have their purchasing behavior influenced by the YouTube influencers they follow — two of several statistics of interest to digital marketers in newly-released survey data. Social Media Today
Google is Expanding Shopping Ads to Gmail
Google announced that it plans to offer a new variety of ads targeting Gmail users. Beginning March 4, Google’s Product and Showcase Shopping ads will get the ability to run on Gmail, the search giant recently revealed. Search Engine Journal
56% of marketers think AI will negatively impact branding in 2020, study says
The effect artificial intelligence (AI) has on branding is largely seen in a negative light, with 56 percent of marketers expressing fear that the technology could lead to the loss of jobs and lower creativity, while an even higher number — 77 percent — also expressed at least some level of concern over the use of AI with branding efforts. Marketing Dive
Instagram Adds New Listings of ‘Least Interacted With’ and ‘Most Shown in Feed’ in Following Tab
Instagram’s “following” section received a new listing that shows those accounts a user interacts with the least, the Facebook-owned platform recently announced. The new interaction data could help digital marketers discover those users prime for increased engagement efforts. Social Media Today
US Online Media Spend in 2019 and the Outlook for 2020
Continuing on from a strong 2019 online media spend of $145.3 billion in the U.S., 2020 is expected to top $166 billion, an increase of more than 14 percent, along with a record $3.4 billion for influencer spending, according to new forecast report data from MarketingCharts. MarketingCharts
ON THE LIGHTER SIDE:
A lighthearted look at 7 types of LinkedIn requests by Marketoonist Tom Fishburne — Marketoonist
The 10 Best Super Bowl Ads of 2020 — Adweek
TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Nick Nelson — What’s Trending: It’s the Thought that Counts — LinkedIn (client)
- Lee Odden — How To Curate Social Media Content Like A Professional — Three Girls Media
- Lee Odden — Best Practices for Buyer Personas, Influencer Marketing, and Demand Generation in 2020: Key Takeaways from the Digital Branding Summit — Webbiquity
- TopRank Marketing — 30 B2B Content Marketing Statistics Everyone Needs to Know — Trade Press Services
Thank you for taking the time to join us, and we hope you will return again next week for another selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.
The post Digital Marketing News: Record Influencer Spending, Google’s Gmail Shopping Ads, Pinterest’s Verified Merchant Program, & Twitter Engagement Stats appeared first on Online Marketing Blog – TopRank®.
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This may be of some interest.
B2B content marketers have faced many epic foes over the last few years. There’s the nefarious Content Shock, the demoralizing Facebook Algorithm, and the destructive Google Search Update. We have battled them all and continued to thrive.
But now we face our most fearsome foe: The Dreaded Trust Gap.
Less than half of consumers trust brands. Seventy-one percent of buyers are turned off by overly sales-y content. Buyers increasingly prefer content from industry influencers rather than brands.
It’s a daunting problem that needs a bold solution: The Guardians of Content!
In her Content Marketing World 2019 presentation, our very own Director of Digital Strategy Ashley Zeckman explained how B2B content marketers can initiate and scale up a heroic influencer content program of their own. Here are a few key takeaways.
Three Common B2B Influncer Pitfalls
If you’re just getting started with B2B influencer marketing, there are easy mistakes to make. Most of them come from trying to emulate the B2C model: Transactional, glorified sponsorship rather than content co-creation. Here are Ashley’s three most common pitfalls and how to avoid them:
#1: A Disconnected Approach
Say you have a hole in your editorial calendar, so you ask an influencer for an interview. Then you need some quotes for an infographic, so you ask a few others for a nugget of wisdom. Then you reach out on social media to a couple of folks you admire. Then you ask a different set of influencers for quotes for an eBook…
You get the picture. Instead of a strategic campaign that can build into something bigger, you have a ton of one-offs. It’s inefficient. It’s inconsistent for your audience and for the influencers you’re courting.
Instead, Ashley says, aim for a strategic, connected approach. Plan in advance which topics you’re covering, which influencers you want to include, how you’ll use the content, and your plans for repurposing.
#2: Transactional Relationships
There are two ways that influencer relationships can get too transactional. The first is asking too much too quickly, while offering nothing of value in return. Imagine you got an email from a stranger asking you to help them move. Would you do it?
Now imagine an email from a friend asking for that help, and promising pizza and beer? Relationships matter. Take time to honor your influencers, follow them on social media, promote them and their work. Help them succeed, then start with a small ask, like a sound bite for a blog post.
The second way relationships can be too transactional is more literal. If you only work with paid influencers who promote content you wrote… well, that’s more endorsement than influencer content, and it can be less likely to find an enthusiastic audience.
While you may financially compensate some influencers, Ashley says, the emphasis should always be on content co-creation. You want influencers to feel ownership of the finished product – they’ll be much more likely to promote something they’re excited to have made.
#3: Lack of Measurement
Like any other marketing tactic, influencer marketing should be able to prove its worth. Many marketers fail to build in measurement at the beginning, and end up with nothing but vanity metrics to show.
It’s important to plan for measurement before you start. Lay the groundwork for the KPIs you plan to meet, and the metrics you’ll use to show progress. And don’t forget to set benchmarks!
Here are a few of Ashley’s sample KPIs:
Planning Content and Assembling Your Heroes
Keeping those pitfalls in mind, here’s how Ashley recommends designing and implementing an influencer program.
First, determine your topical focus. The topics you plan to cover should hit the intersection of your business priorities, search demand, and influencer expertise. It shouldn’t be too tied to your products and solutions. Think more about what you want your brand to be known for.
Use the same tools you use for content research to find the key terms where there is audience demand and competitor whitespace as well.
With topics in hand, you can start identifying your influencer mix:
You’re not looking for just the people with the largest audience. Instead, focus on people who are respected in their fields, shared interest in your topics, and the ability to actually move people to engage.
It’s also important, says Ashley, to find influencers who fit your content type. If it’s an audio or video asset, look for folks who have demonstrated a willingness an ability to provide that type of content. Beyond that, influencers should be reputable, practical, with real-life experience to draw from.
When you reach out to these influencers, remember to give before you ask:
The nurturing process helps prove your own credibility to influencers, showing you’re a trustworthy partner, and hopefully sparking interest in co-creating awesome content.
The Adventure Continues (and Continues, and Continues)
The ultimate goal of your influencer outreach and nurturing should be a connected universe of content (much like Marvel’s cinematic universe). Who would assemble a hero team and disband them after one adventure? Continue nurturing relationships with your influencers and encourage them to acknowledge and support each other, too. The goal is to develop a community of folks who are always up for another mission to save the world from boring B2B content.
Ready for a heroic influencer marketing success story? See how Alcatel-Lucent drove 6-figure leads with their campaign. Looking for more insights out of CMWorld 2019? Check out these other posts featuring several of this year’s speakers:
- Create a Stellar Content Experience by Slowing Down with These Tips from Ann Handley #CMWorld
- April Henderson on Data-Driven, Empathetic B2B Content #CMWorld
- Zari Venhaus’s Framework for Gaining Executive Buy-In for Marketing Technology #CMWorld
- Lee Odden Shares His Secret to Content Marketing Fitness #CMWorld
- Carlos Abler Details How Content Marketing Can Contribute to the Greater Good #CMWorld
- 50 Content Marketing Influencers and Experts to Follow 2019 #CMWorld
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