8 Upcoming Events to Learn All About Content and Influencer Marketing

Learn Content Influencer marketing

According to a new study from eMarketer, in 2018 nearly nine in 10 business-to-business (B2B) companies in the US will use digital content marketing. At the same time, influencer marketing has become one of the hottest topics in the marketing world: The L2 from Gartner reports that over 70% of brands used influencers in their 2017 marketing plans and 95% found them to be effective.

We know how this goes in marketing: a strategy or tactic becomes popular with every opportunist repeating the echo chamber of best practices until it’s unclear what’s really relevant for your business.

We’re seeing firsthand, the impact content and influence is having on marketing and have been working with many of the top B2B brands in the world to plan, implement and optimize content marketing programs with highly credible and connected influencers.

That expertise didn’t happen overnight. We’ve been working hard on B2B influencer marketing strategies, process and workflow, measurement and reporting for the past 6 years. In addition to helping clients develop and implement influencer content programs, we’re also teaching our community about this impactful intersection of disciplines.

In fact, over the next 2 1/2 months there are at least 8 events happening online and in cities including Scottsdale, Boston, San Francisco, Ft Lauderdale and Minneapolis where you can learn the strategies and tactics of influencer and content marketing, presented by team members from TopRank Marketing. Find one that works with your schedule.

B2B Marketing Exchange
Feb 19-21: B2B Marketing Exchange – Scottsdale, AZ

Millennials & Influencer Marketing: How to Organize & Optimize for B2B
Not only are Millennial aged professionals more trusting of social influencers when making purchase decisions, they’re also more likely to participate as influential content creators. B2B brands that can master working with internal and external Millennial talent to co-create content and engage on social channels will reap rewards now and into the future.

This presentation by Lee Odden of TopRank Marketing and Alexandra Rynne of LinkedIn Marketing Solutions will help B2B marketers understand the influencer marketing opportunity with Millennials in multiple ways:

– Understand influencer engagement models from seasoned brandividuals to rising star Millennials

– Bust myths about working with Millennials and how B2B brands can create win/win relationships
– Learn from examples of B2B influencer content in action

Demand Gen Strategies Summit
Demand Gen Summit BrighTalk
Feb 22: Demand Generation Strategies Summit (BrightTalk) – Onlin
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The Confluence Equation: How Content & Influencers Drive B2B Marketing Success
Content and influencer marketing are hot topics for B2B marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers. What many marketers don’t realize is how collaborating with influencers can create even more credible, relevant, and optimized experiences for target accounts. Join Lee Odden to learn how working with influencers and their communities can help scale quality B2B content that gets results.

Digital Transformation Days - SEMRusn
SEMRush
Feb 22: Digital Transformation Day (SEMRush) – Online
Barry Schwartz and Lee Odden interview each other
Barry Schwartz, President of Rusty Brick, News Editor of Search Engine Land and Executive Editor of Search Engine Roundtable will interview me, Lee Odden, and I will interview Barry about trends in the search and digital marketing world.

SMMW
Feb 28 – Mar 2: Social Media Marketing World – San Diego, CA
How Content Plus Influence Equals Results: The Confluence Equation
Content marketing and influencer marketing are hot topics for marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers. But how do you find the right influencers? What kind of content should you collaborate on? How do you best measure influencer and content success? Join Lee Odden to learn from his experience working with brands big and small to develop efficient and effective formulas for influencer content success.

 

AMA Iowa
Apr 4, American Marketing Association Iowa Event – Des Moines

Influencer Marketing is only for B2C Brands (And Other Lies Your Parents Told You)
For years celebrities have been gracing the covers of magazines, acting in commercials and pimping out their social media profiles for pay. But should that really be considered influencer marketing?

While it may seem like B2C brands have influencer marketing all figured out, there is even more opportunity for B2B brands to begin building meaningful influencer relationships.

One way to do that is by developing influencer driven content programs. These programs provide a unique opportunity reach and build credibility your audience by working with experts that they can relate to and trust. In this presentation, Ashley Zeckman will share:
– A dive into 3 stories of successful content and influencer marketing in action.
– Steps for creating a stellar experience for your audience and your influencers.
– Scrappy ideas for collaborating with influencers when you have limited time and resources.
– Bonus: Formulas for determining content and influencer marketing ROI.

Pubcon
Apr 11-12: Pubcon Florida – Ft Laudedrale, FL

Participation Marketing: The New World of Content Co-Creation, Influencers and Integration for PR
The converging roles of PR and communications with content and marketing is creating rapid demand for new strategies, skills and expectations. As earned and owned media intertwine, communications professionals who fast track their ability to adapt and evolve will gain a competitive advantage in their roles in the new world of PR.

In this session, you’ll learn tested and proven models, strategies and tactics for content marketing based on an integrated and cooperative approach. Some of the key learnings include:
– Content marketing and what it really means for earned, owned and shared media.
– How content co-creation enables content quality at scale.
– Redefining what influence and working with influencers mean for content.
– Key opportunities to integrate the best of PR and marketing for meaningful digital communications that deliver an impact

Marketo Marketing Nation Summit
Apr 29-30: Marketo Marketing Nation Summit – San Francisco, CA

Content Marketing Integration 
Without content, there wouldn’t be any search engines and yet most marketers treat content as if it were simply a tactic for SEO. Content is the fuel that powers all forms of media on all digital channels where customers engage. The most successful marketers approach digital marketing with a customer and content-centric approach that integrates with SEO, social media, influencers and advertising in a way that helps the brand become “the best answer” wherever customers are looking. This presentation from Lee Odden focuses on how to plan, produce, promote and optimize content as a marketing approach that works with or without search engines. But definitely better with search engines. 🙂

Content Marketing Conference
May 2-4: Content Marketing Conference – Boston, MA
The Keys to Successful B2B Content and Influencer Programs
While only 11% of B2B companies were implementing ongoing influencer marketing programs in 2017, brands with mature influencer marketing programs like SAP are elevating the practice. In this presentation with Lee Odden, CEO of TopRank Marketing and Amisha Ghandi, Head of Influencer Marketing at SAP, you will learn through several examples about the strategies and best practices that make an Enterprise B2B influencer marketing program successful.

Whether you would like to learn most about Millennials and influencer marketing or content integrated with influence, SEO and social media, there’s a topic for you in the schedule above. Not only can you learn from Ashley Zeckman and myself, but our clients from LinkedIn and SAP are presenting as well.

If you are already attending one of the events above, please do be sure to let us know!


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© Online Marketing Blog – TopRank®, 2018. | 8 Upcoming Events to Learn All About Content and Influencer Marketing | http://www.toprankblog.com

The post 8 Upcoming Events to Learn All About Content and Influencer Marketing appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®

Death of Facebook Organic Reach = New Opportunities for Influencer Marketing

Facebook Newsfeed Update Influencer Marketing

Earlier this month, marketers were shocked to learn that Facebook would be making more major changes to its News Feed, effectively bringing brand and publisher organic reach to zero by prioritizing high engagement content from family, friends and groups.

In a formal statement posted on his own Facebook page, Mark Zuckerberg said:

“We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness.”

“But recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other. … Based on this, we’re making a major change to how we build Facebook.”

While the announcement seemed to be the final nail in the organic News Feed coffin, the death of organic reach on Facebook has been a long time coming. Back in April 2015, Facebook announced it was updating News Feeds to strike a better balance between friends, public figures, publishers, businesses and community organizations. Then in late June 2016, Facebook said it would be making further refinements to ensure users don’t miss updates from their friends and families.

Now, after an intense year of political and social upheaval — not to mention the emergence of the fake news engine and the Russian advertising scandal — it’s no surprise that Facebook is re-examining things yet again.

But What Does It All Mean for Marketers?

Naturally, disappointed marketers all over the world are wondering how this change will truly impact their social marketing efforts. From our perspective, the change:

  • Ends the organic reach of the News Feed and increases the importance of adding pay-to-play to your marketing mix — something that will likely require a bigger budget.
  • Bolsters the importance of channel diversification.
  • Makes it more important than ever for you to zero in on who your audience is and what motivates them, so you can share content and create an environment that will pique interest and engagement.
  • Means Instagram will more than likely follow suit in the near future.

The Influencer Implication

Since Zuckerberg’s announcement, there’s been one implication in particular that’s captivated our attention. The way we see it, the value of influencer engagement on Facebook will increase even more.

Our CEO, Lee Odden, has long been an evangelist for working with influencers, believing that influencers can help brands bypass several obstacles. AdBlocking, for example, is in use on over 600 million devices, costing business over $ 22 billion in ad revenue, according to PageFair. Working with credible influencers who are trusted amongst an audience allows brands to bypass the adblocking obstacle and better connect with buyers.

Lee has also talked about other challenges such as distrust of brand advertising. In fact, 69% of consumers don’t trust ads, according to research by Ipsos Connect. And yet another obstacle is information overload. Americans are confronted with an average of 63GB of media on a daily basis (USC/ICTM).

All of these obstacles, according to Lee, are addressed by working with industry influencers. The virtual elimination of organic News Feed visibility for brands and publishers on Facebook is no different and marketers would be smart to think about how influencer engagement can keep organic Facebook visibility alive.

So, to sum it all up: Now that the organic News Feed is effectively dead, new life is being given to influencer marketing opportunities. Here are a few key considerations:

#1 – If you’re not in the influencer marketing game yet, you can no longer afford to wait.

Last year, we saw influencer marketing explode — becoming one of the most talked about topics among marketers and arguably our most-requested digital marketing services among both B2B and B2C clients. In addition, our own research shows that 57% of marketers say influencer marketing will be integrated in all marketing activities in the next three years.

This quote from Lee sums it up well:

“For any kind of content a business creates and publishes to the world, there is an opportunity for collaboration with credible voices that have active networks interested in what those voices have to say. In many cases, [audiences are] far more interested [in an influencer’s insights] than in what the brand has to say.”

With Facebook reducing branded content and elevating content from individuals, there’s no better time to invest in influencers — which can have an impact across all social platforms.


With #Facebook reducing branded content and elevating content from individuals, there’s no better time to invest in influencers. #influencermarketing
Click To Tweet


#2 – Influencers now hold more power than ever to more strategically align themselves with brands of their choice.

Influencer marketing was already poised to be big in 2018, but this change to Facebook’s platform will absolutely spur more brands and businesses to dip their toe into the water. As a result, influencers will see an uptick in requests, giving them more power to be very choosy about which brands they lend their time, insights and audience to.


Influencers have more power to be very choosy about the brand they lend their time, insights and audience to. #influencermarketing
Click To Tweet


#3 – Influencer nurturing will be more important than ever.

As illustrated by the previous two points, the Facebook change will lead to an increased adoption of influencer marketing, giving influencers more options. So it’s no surprise that it’ll be time to double-down on your commitment to influencer nurturing.

Now, we’ve always said that when it comes to building relationships and rapport with influencers, it’s critical that you put the time and effort into nurturing — rather than simply reaching out when you have a need. There has to be shared value.

But I think most marketers would admit that they have significant room for improvement in this area — and there’s no time like the present to recommit yourself.


With #Facebook’s recent algorithm change, it’s time to double-down on your commitment to nurturing your influencers. #influencermarketing
Click To Tweet


Capitalize on the Opportunity

Let’s face it. This “major change” to Facebook’s platform isn’t the first and it certainly won’t be the last. As a result, now is the time to fully capitalize on the opportunity by better working with industry influencers. Now is the time to refocus on connecting with your audience — and influencers can help you do just that by adding authenticity, credibility, unique insights and new eyeballs to your content.

What else is in store for influencer marketing in 2018? Check out these rising influencer marketing trends that you need to pay attention to.

What do you think about the latest Facebook News Feed algorithm change? Tell us in the comments section below.


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© Online Marketing Blog – TopRank®, 2018. | Death of Facebook Organic Reach = New Opportunities for Influencer Marketing | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

7 Influencer Marketing Trends That Will Rule 2018

Influencer Marketing Trends 2018

Influencer Marketing Trends 2018 While influencer marketing boomed in 2017, it’s been on the rise for a full decade. In fact, we first posted about it in 2008 after we attended a session at SES San Jose on social media analysis and tracking. Ten years later and influencer marketing has evolved from a rising trend into a proven marketing strategy, causing more and more B2C and B2B companies to start influencer programs of their own. As influencer marketing has gained steam, it’s earned a more dedicated spot in the digital marketing mix and become more approachable in the eyes of marketers. As our own CEO Lee Odden, a longtime advocate for influencer marketing, regularly says:

Everyone is influential about something.”

But as marketers dive deeper into the influencer marketing waters, they wonder how the tide will change and ultimately force them in a different direction. Having executed influencer marketing programs for both B2B and B2C brands for the past several years, we’ve had a front row seat to the evolution of influencer marketing. To give you a glimpse into where influencer marketing is already heading and help you stay on top of your influencer game, here are seven influencer marketing trends that are taking over 2018.

#1 – Full steam ahead for influencer marketing programs.

We touched on it briefly earlier, but as influencer marketing becomes more approachable with tools like Onalytica, Traackr, BuzzSumo, and others, it will also become more popular. For 2018, this means that more and more brands will come online with influencer marketing programs, including both B2C and B2B brands. But what does this mean for your influencer marketing strategy? It means your competition could soon be doing their own influencer marketing campaigns, making it all the more important that your campaign sets itself apart from the rest. Through unique influencer relationships, helpful insights, and new media types, you could take your influencer campaign from “first” to “best.” Or both. Both is good. Read: 20 Inspiring & Actionable Influencer Marketing Tips for The Modern Marketer

#2 – Brands are looking to be bold, loud, and different.

With more B2B and B2C brands amping up their influencer marketing, brands are thinking of new and innovative ways to differentiate their campaigns. With great content serving as the foundation for any campaign, brands are hoping to stand out by offering unique, bold, and intuitive user experiences, generating an added level of excitement and further engaging audiences. To level up our own influencer marketing user experience, we created an interactive infographic featuring 15 quotes from digital marketing influencers to generate awareness of our agency prior to the Digital Marketing Summit in Minneapolis this past summer. This not only helped engagement with our audience, but it also helped us create something that our influencers were proud to contribute to and share. Interactive Influencer eBook Example

#3 – Brand focus on business results.

At the beginning of its time, influencer marketing was all about reach and awareness. By tapping into an influencer and leveraging that relationship, you could gain the ear of an entirely new audience. Multiply that affect with the number of influencers you work with, and you have a rapidly growing audience. Influencer marketing is no longer just about audience growth, though. Brands are and will turn to influencer programs to drive conversions and engagement, too. What will that look like? From our vantage point, you’ll see an influx of influencer and brand hosted webinars, live stream Q&A’s, endorsements, and other bottom of funnel influencer content. [bctt tweet=”#InfluencerMarketing is no longer just about audience growth – @aleuman4″ username=”toprank”]

#4 – Influencers turned brand ambassadors.

What’s one thing brands are missing when it comes to influencers and their relationships? Oftentimes, it’s exclusivity. Having an influential thought leader all to yourself is a promising premise as it means you are their sole partner in your industry. Well, brands are realizing that this opportunity exists and are getting ready to establish more long-term relationships with influencers. No longer seen as a one-off campaign strategy, brands will start to reach out to influencers for more long-term partnerships. This will result in influencers adopting the role of “brand ambassador” and serve almost as an extension of your internal marketing team. To do this within your own influencer programs, you need to develop your relationships with influencers instead of just reaching out when there’s a need. For example, you can create a VIP program or hub where your influencers can come together and collaborate, share ideas, and become a bigger part of your brand. With this continued nurturing and collaboration, influencers will become more like spokespeople, representing the brand at events, in videos, and through their own content. [bctt tweet=”#Influencers will adopt the role of brand ambassador and become an extension of your internal #marketing team – @aleuman4″ username=”toprank”]

#5 – Campaigns with more money, more capabilities.

Remember when we said that influencer marketing is popular, forcing brands to up their influencer marketing game? One surefire way brands can try and elevate their campaigns is through an increased influencer marketing budget. In fact, you can bet on it. In our Influencer 2.0: The Future of Influencer Marketing research report, 55% of marketers reported in that they plan to increase their influencer marketing budget in the coming year. With deeper pockets, brands can invest more into developing their influencer relationships and in creating more high-quality content. For example, brands have more freedom to offer gifts to their influencers in an effort to strengthen their relationships. Plus, an increased budget allows brands to create more “expensive” content like a video series, interactive eBooks, motion graphics, and more. Read: 5 Examples of Influencer Marketing in Action Across the Full Customer Journey

#6 – Influencers are being strategic with their own brand.

As the influencer marketing bandwagon continues to roll, influencers have the ability to be more strategic in aligning themselves with different B2B and B2C brands. With more brands approaching them for their contributions, they can be more thoughtful with the partners they choose to work with and how the partnership will help them grow their personal brand and network. Because of this, your programs will need to be custom-made for the influencers you want to work with. For example, one of our clients was looking to target C-suite leaders at law firms, which lead to the creation of a customized influencer eBook campaign that featured influencers in the legal profession, and delivered extremely thoughtful and relevant to our audience. Niche Influencer eBook Examaple If there isn’t a perfect fit or relevant value that you’re bringing to the table, your ideal influencers will move on to another brand that does. The influencer has the power of choice in this scenario, so make sure to research your influencers beforehand to create a campaign they can’t say “no” to.

#7 – Influence transcends platforms.

Now that influencer marketing programs are beginning to expand in size, budget, and tone, brands are also looking to expand their programs onto new platforms and channels. This helps extend the reach of their influencer marketing programs, enabling brands to engage new audiences that were otherwise lost to them. What kinds of channels are we talking about? Periscope, Snapchat, Instagram, YouTube, and others come to mind as it can be challenging for brands to build up audiences on them — especially if your brand voice is more sophisticated.

Become Influencer Marketing Royalty

As you head off to execute your influencer marketing programs using the trends above, take advantage of these top influencer marketing tools to track your influencer relationships, performance, and more.

The post 7 Influencer Marketing Trends That Will Rule 2018 appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®

Digital Marketing News: The Visual Internet, Influencer Marketing Trends, Sneaky Ads

How to Keep Up With the Rise of the Visual Internet [Infographic] Online media is increasingly visual — from personal photos to branded motion graphics, gif and videos. How can you keep up with the rising need for visual content? This infographic shares tips to help you stay on top of the trend and keep your viewers engaged. MarketingProfs 10 Million People Used Facebook Live on New Year’s Eve It probably won’t come as a shock that, for most, the tradition of cozying up around an antennaed TV to watch the ball drop on NYE is behind us. Because in front of us — right in front of our faces — is Facebook Live. Ringing in 2018, Facebook Live topped their activity from the previous year’s NYE festivities, with people sharing 47% more live videos than last year.  Facebook Media Google’s Rich Results Tool Allows for Testing of Structured Data Google has a way of defining things (“Conversions” for instance) and now, they’ve defined Rich Results. “Rich Results” has been coined as a phrase to refer to rich snippets, rich cards and other “rich” additions to a website’s content. And Google’s new tool will test for all types of structured data that can be shown as rich results, pulling from sources including JSON-LD, Microdata and RDFa. The tool currently works for recipes, jobs, movies and courses, and Google plans to expand to more data types. Search Engine Journal Top Influencer Marketing Trends & Challenges of 2018 Of the influencer marketers surveyed by Linqia, 76% predict that their top challenge in 2018 will be determining the ROI of their influencer marketing programs. In addition, 52% of those same influencer marketers plan to adopt the trend of running influencer marketing programs that leverage multiple types of influencers, and 44% will use influencer content to improve the performance of other channels. MarketingProfs What Millennials Are Killing Now, And 24 Other Insights We Can Glean by Analyzing Tweets 6,000 tweets are posted every second, and anybody who’s stayed up past bedtime scrolling through the Twitterverse can attest that, yes, it can all add up to a LOT of noise. But each tweet is also a piece of data. Brandwatch has analyzed billions of those tweets, which they refer to as “live human thought,” and answered some of our most burning questions: Who was the most talked about character in Game of Thrones Season 7? Does Starbucks spell my name wrong on purpose? Brandwatch 2018 Will Be the Year Chatbot Conversations Get Real AT&T recently revealed plans to roll out a “mobile 5G” network in a dozen markets by the close of 2018. The company indicated that the network would bring 5G service to everything from mobile and VR to car AI and home TV. Not to be left out, Verizon, Sprint and T-mobile are all working towards 5G as well — all with nuanced approaches.  VentureBeat On Facebook, Viral Reach for Branded-Content Ads Eclipses Standard Ads New research from Shareablee shows that branded-content ads get twice as many organic or earned impressions as they do paid impressions on Facebook. Organic impressions for the average Facebook ad make up less that 10% of impressions from paid promotion. Creating shareable content that performs well organically — with a little help from paid promotion  is proving to be a winning combination. MarketingLand One In Ten Publishers Say They’re Not Labeling Native Advertising Two new studies from the Native Advertising Institute show that about 10% of news and magazine publishers aren’t properly labeling their online native advertising. These publishers largely cited “meeting budget demands” as their reason for doing so, even though 25% say this practice is one of the biggest threats they see to native advertising. MediaPost Snapchat May Force Users To Watch Three Seconds Of Ads Before Skipping To help increase their perceived value in the market, Snapchat is considering making their ads skippable only after the first three minutes. Currently, Snapchat users skip ads within the first second of viewing, where the industry standard for a successful ad lies around the two second mark. AdAge Six Surprising Facts About the Way We Spend Our Time with Media Believe it or not, in a world where we’re continually surrounded by media, some stats about its use can still surprise us. For example, U.S. adults spend more time listening to on-air radio than they do on social networks. eMarketer 2018 Will Be A Pivotal Year For Facebook’s Video Ambitions Mark Zuckerberg has recently proclaimed that he sees video as a “megatrend.” True to form, this trend has caused Facebook to act by placing video first across the Facebook group of apps. The platform has upped their investment in video already, but it plans to invest an additional billion dollars in 2018. Digiday On the Lighter Side: The Real Story Behind Steak-umm’s Delightfully Weird Twitter Account – AdWeek Sneaky Ads: In China, the Characters From the Show Appear in the Commercials, Too – Ad Age TopRank Marketing In The News: TopRank Marketing Blog – 109 Content Marketing Blogs to Watch in 2018 (Broken Down By Category) – SnapApp Caitlin Burgess – The Trendiest Marketing Content of 2017 – LinkedIn Lee Odden – The Most Impactful Tips from the Biggest Marketing Minds of 2017 – LeadMD Amy Higgins – A Year of Great Content in Review: 19 Best Pieces by Prowly Magazine Contributors in 2017 – Prowly Lee Odden – Lee Odden to Keynote Pubcon Florida 2018 – PubCon What was the top digital marketing news story for you this week? We’ll be back next week with more digital marketing news! Have something to share in the meantime? Tweet us @toprank or drop me a line @Tiffani_Allen.

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Online Marketing Blog – TopRank®

Our Top 10 Influencer Marketing Posts of 2017 Plus Thoughts on 2018

Top Influencer Marketing Posts

This year demonstrated an explosion of interest in influencer marketing bringing with it a sharp increase in attention as well as implementation successes and failures.

The mixed bag of advice for any shiny new object of marketing attention like working with influencers brings uncertainties, especially with rapid innovation, increased competition and self serving “influencer marketing experts” popping up on every digital corner.

As long time influencer content marketing practitioners, my team at TopRank Marketing has to anticipate the key questions marketers have around influencer marketing. Not only do we understand the questions, but we have delivered many of the answers in over 40 posts on the topic including B2B influencer marketing strategy, technology, influencer research and recruiting, influencer content collaboration, integration with SEO and social, influencer content promotion and performance measurement.

Working with influencers on content collaboration is something we do every day and not just for clients, but for ourselves. As a result, designing influencer content collaboration programs has become central to our B2B marketing solutions, right along with SEO, online advertising and CRO.

A BIG thanks to Ashley Zeckman, Josh Nite and Caitlin Burgess for their work on advocating best practices through their blog posts on this relatively new field for the B2B marketing industry.

Through actual experience, experiments and research, our team has advanced our approach to influencer marketing strategy, process, use of technology, measurement and best practices significantly over the past 5 years. In particular, the past 12 months has been like an accelerated Masters Degree as we’ve implemented programs for multiple Fortune 500 companies that were integrated with content marketing, SEO, social media and online advertising.

To help you ask and answer some of the important questions around influencer marketing for 2018, here’s a collection of some of our most popular blog posts on the topic.

Most popular influencer marketing posts in 2017:

influencer marketing 2.0
Influence 2.0 – The Future of Influencer Marketing Research Report 2017 – Lee Odden
To help marketers understand the major trends in influencer marketing, we partnered with influencer marketing platform Traackr to connect with enterprise level marketers and tap their experiences with influencer marketing budgeting, operations, and forecasts for the future. Brian Solis of Altimeter translated that research into an excellent guide called Influence 2.0.

Future Marketing Influential
5 Essential Insights on Influence and the Future of Customer Engagement – Lee Odden
This post distills the key messages from the Influence 2.0 report focusing on influencer marketing maturity, impact, goals, digital transformation, and integration. Expert quotes are also provided by Amanda Duncan of Microsoft, Dr. Konstanze Alex-Brown of Dell (client) and Amisha Gandhi of SAP (client).


20 Inspiring & Actionable Influencer Marketing Tips for The Modern Marketer – Ashley Zeckman
Strategy is great but most readers want tactics. That’s why this post focusing on 20 specific and actionable tips ranging from how to find influencers to how to recruit them to how to inspire them to promote the content your brand and the influencer collaborated on.


6 Influencer Marketing Lessons Marketers Can Learn from Journalists – Caitlin Burgess
In this post Caitlin draws on her experience as a Journalist to showcase the parallels to working with influencers. The advice in this post is very actionable and steps outside the usual list of tips for influencer engagement and collaboration.


Influencer Marketing: The Next Evolution – Josh Nite
This post is a liveblog by Josh of my presentation at Social Media Marketing World where I talked about what NOT to do as well as insights around the state of influencer marketing funding, the differences between B2C and B2B influencer marketing, what goals are possible when working with influencers and what areas of business are most impacted by influencer marketing.


2017 Trends for CMOs: Ignite Content Performance with Influencers – Lee Odden
As a hot topic that is also challenging for marketers to implement consistently with impact, content marketing is an area where many CMOs are looking for improvement. Enter the intersection of content and influence. This post outlines three fundamental influencer content engagement models to help senior marketing executives understand where they can have the most impact.

B2B Influencer Marketing Catch Up
B2B Marketers Are Way Behind on Influencer Marketing and Here’s the Solution – Lee Odden
One of the key insights from the Influence 2.0 study we did with Traackr and Brian Solis was the disconnect between B2B and B2C influencer marketing integration and maturity. This post outlines steps for B2B marketers to take so they can close that gap and realize the incredible potential of ongoing, integrated influencer marketing programs.

No BS Influencer Marketing
The No BS Approach to Influencer Marketing – Lee Odden
When Ann Handley asks you to do a webinar about influencer marketing for MarketingProfs, you say yes! This post outlines some of the BIG B.S. that’s being promoted around influencer marketing as well as best practices and advice based in actual experience and practice. When it comes to B2B influencer marketing, watch where you step.

Unlock Influencer Marketing ROI
The Key To Unlocking the ROI of Enterprise Influencer Marketing – Lee Odden
One of the benefits of writing for CMO.com is cross posting those articles to our own blog. This article outlines some of the strategic findings from the Influence 2.0 report we produced with Traackr and Brian Solis. Nothing gets a CMOs attention like a clear cut explanation around ROI. This post pulls out the ROI discussion from the Influence 2.0 report and highlights key insights.


Cracking the Code: 3 Steps to Building Influence with Content Marketing – Ashley Zeckman
For any company, big or small, that wants to create immediate value from working with influencers, the answer is almost always content. This post is a guidebook for a customer-focused approach to content that emphasizes collaboration with industry influencers and how to build promotable content. This post includes many of the influencer content best practices we use for our own influencer content projects at TopRank Marketing.

You many be interested to know that our overall most popular posts around influencer marketing were actually lists of influencers. Much effort is put into these types of posts and our community clearly finds them useful.

  • New 2017 List: 50 Social Media Marketing Influencers 6,2oo social shares
  • 50 Women Who Are Top Content Marketing Influencers & Speakers 2017 5,500 social shares
  • 25 Women Who Rock at Digital Marketing 5,100 social shares (in 4 days!)
  • 20 Talented Brand Marketers to Follow on LinkedIn 4,900 social shares
  • 50 Top B2B Marketing Influencers 2017 1,700 social shares

As trends go, influencer marketing or “influence marketing” isn’t going anywhere in 2018. The practice of influence in the marketing mix is only going to grow, mature and integrate. Some of the upcoming trends and changes to look forward to with influencer marketing in the coming year include:

  • Influencer marketing platform consolidation
  • Paid influencer marketplace(s) for B2B influencers
  • Increasing use of AI to improve qualitative insights about influencers, communities & forecasting performance
  • Increased platform level integration between influence platforms, content platforms and hopefully SEO data
  • Much better process and capability amongst sophisticated practitioners to tie influencer engagement with KPIs across the buyer journey including ROI
  • Growth of participation marketing – democratization of marketing content through a combination of employee advocacy, social community management, audience development, and working with internal/external influencers across the spectrum
  • Tighter guidelines from the FTC
  • Y2K level hysteria and subsequent underwhelming impact from GDPR compliance in the EU
  • More opportunists jumping on the bandwagon of influencer marketplaces with suspect popularity

For any kind of content a business creates and publishes to the world, there is an opportunity for collaboration with credible voices that have active networks interested in what those voices have to say. In many cases, far more interested than in what the brand has to say.  Greater and more relevant attention and engagement are core to the value brands can realize with ongoing influencer engagement.

What we need in the influencer marketing world is for the hype to give way to more examples of what actually works in terms of influencer engagement strategies, identification, communications, promotions and measurement. There’s not enough “walk the talk” amongst prominent voices, especially when it comes to best practices ongoing influencer relationship management.

Another major need is for faster and more qualitative tech innovation amongst the influencer marketing platforms. I for one would love to see AI used to connect the dots between public community and influencer social data and a brand’s dark data, web analytics, advertising and PR metrics to surface more effective prompts to engage influencers / communities in ways that will deliver on business results.

Influencer marketing platforms need to integrate with content marketing platforms to make workflow and influencer collaboration one with influencer CRM and reporting.  There is no greater intersection than content and influence (confluence) for brands to realize the value of influencer relationships in a way that delivers impact to the business. Platform integration will help make that combination even more powerful and scalable.

When it comes to influencer marketing and 2018, we are just getting started!

A HUGE THANK YOU to some of our top marketing and technology industry influencers that we’ve worked with in 2017!

  • Tamara McCleary
  • Shep Hyken

As we kick off 2018, the team at TopRank Marketing wishes you a very Happy New Year!


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© Online Marketing Blog – TopRank®, 2018. | Our Top 10 Influencer Marketing Posts of 2017 Plus Thoughts on 2018 | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Search Engine Land’s Community Corner: Local SEO survey results, a new book on influencer marketing & SEO Christmas jumpers

As we head into the slow holiday stretch, the news likewise takes a breather. Of course Google did surprise the search community this week by confirming some algo updates, starting a new webmaster video series, and moving Eric Schmidt into a non-Executive Chairman of the Board position. Elsewhere…

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

5 Ways Influencer Marketing Drives Performance Across the Customer Lifecycle

Influencer Marketing Customer Lifecycle

Much of what we hear about influencer marketing is centered around reach and engagement objectives. This is not unlike the early days of social media marketing programs where platform capabilities and user behaviors created a perfect storm for connection and interaction.

Fast forward to today and we’ve certainly learned that social media is not a silo of communication, but more of a universal truth when it comes to where people spend their time to discover, consume and interact with content.

Influence brings that same universal truth in terms of something that affects us all. From a marketing context, influence is the ability to affect action and since virtually every person with a phone is empowered to publish, everyone has some degree of influence.

So where does that broader view lead us when developing an influencer content marketing strategy that’s optimized to attract, engage and convert? To help answer that question and extend optimization to retention and advocacy, here are 5 states during the customer journey and how influencer marketing can play a part for better results.


“The opportunity for consumer engagement spans the entire journey and influencers can play an important role in each moment of truth.” @BrianSolis
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Attract

Contribution inspires promotion. The obvious value here is that working with influencers on content can inspire promotion of the content collaborated on. Reaching the audience of an influencer with content that is relevant and credible can be incredibly valuable for brands that want to attract hard-to-reach customers.

Follow the leader advocacy. Influencers that are advocates often inspire other influencers and customers to advocate for the brand as well. This can be architected with contests where the content with the most social engagement wins, but basic follow the leader behavior in an organic way is effective too.

Retargeting influencer interest. When followers of an influencer that the brand co-created content with match a customer profile, marketers can retarget those followers who have interacted with the influencer content with more context than a buyer simply visiting random websites.

blockchain influencers SAP
A great B2B example of an Attract approach to influencer co-creation is this interactive experience for SAP Leonardo (client).  32 influencers contributing their expertise on topics ranging from artificial intelligence to blockchain technologies. With over 1.8 million impressions and 100% influencer share rate, this content collaboration project exceeded reach expectations.

Engage

Creator talent drives interaction. In the B2C world, creators are plentiful and by creators I mean people will great media creation skills AND the charisma to attract an engaged audience. Creators can bring unique talent to the planning, creation and promotion of content that brings a fresh perspective and higher engagement to an otherwise tired marketing mix.

Authenticity drives engagement. When microinfluencers also represent the customer that a brand is working to engage, the authenticity and voice of the customer that they bring to content collaboration can result in more content interaction and sharing.

Relevance is essential in all things marketing and when the influencer’s audience and the brand channel for promotion match well, then engagement is more likely to be high.

Tom's of Maine - Mavrck
An impressive B2C Engage example would have to be Tom’s of Maine that focused on micro-influencers to create and amplify content on social channels. Results per 1,000 micro-influencers activated: 6,496 likes, shares and comments; 1.7 million friends reached, 4,270 survey responses captured. You can read the full case study on the Mavrck site.

Convert

Trust motivates. Few things motivate conversion more than trust and the essence of what makes someone influential is that their community trusts them. Therefore, trusted influencers who are involved with brand content that is mid to end of funnel focused can help increase conversions.

Familiarity brings confidence. Another thing about relevance is that influencers that have a reputation for recommending products and services have developed familiarity with their audience for that behavior. Working with a new brand and talking about a topic or a product / service (with appropriate ad disclaimers) can inspire transaction.

Credibility is believability. The more credible a brand’s content is, the more likely it is to persuade and inspire action. Influencers can bring that credibility.

Modern Digital Commerce
A B2B pilot project we implemented for Oracle included a formidable 68 page ebook called the Executive’s Handbook to Modern Digital Commerce which featured influencers including Brian Solis, Stephen Monaco, Ed Cleary, Stewart Rogers and other B2B digital experts. The credibility of this ebook produced in combination with industry experts resulted in exceeding the conversion rate goal by 260%.

Retain

Bring utility to the community. Expanding the scope of who is influential to customers and community, brands can engage with influencers to participate in their community on everything from general best practices or tips to how to get the most out of the brands’ product/service.

Employees are influential too and showcasing staff in brand content can help humanize the brand with customers.

Infotain customers to stay. Engaging creators to develop useful content that is also entertaining for customers can go a long way towards retaining those customers. These can be routine communications to announcements or updates.

I think a great B2C example of Retain focused influencer content is the recent British Airways safety video featuring famous celebrities including Mr Bean (Rowan Atkinson), Gordon Ramsay, Gillian Anderson (yes, she’s British), Thandie Newton, Sir Ian McKellen and a few more. I flew BA multiple times in a short period recently and this video was definitely a watchable part of the experience for me as a customer.

Advocate

Activate advocates. Bringing it back to reach through brand advocacy, brands can expand their view of influence to customers and activate those who show brand love to support sharing the good news.

Influential customer stories are powerful. Customer testimonials alone are great. Testimonials with customers that are influential, either personally or the brand, can go a long way towards supporting advocacy efforts.

Incentivize the good news. Incentives for referrals amongst influencers can inspire advocacy, but there must be an ad disclosure if compensation has been, or could be paid for that promotion effort.

For this one, I’ll use a personal example. I am a customer of BuzzSumo and I’m also an influencer who advocates for the brand. Most of this I do organically in presentations all over the world, in articles like this, in interviews and by sharing Steve Rayson and BuzzSumo’s content through my social channels on Twitter and LinkedIn. Steve reaches out to me from time to time for quotes, to do a webinar or speak at one of his events.  I was also one of the first to cover the Brandwatch acquisition of BuzzSumo. I can’t say how much value BuzzSumo has gained from my influencer advocacy, but I’m guessing it’s very much in the black 🙂

So, instead of thinking about influencers on the day you publish that amazing content you’ve worked so hard on, consider a more strategic approach that puts influencers in a partnership position to collaborate from the start. When you map out the stages of your customer journey and the content needed to help buyers make that journey, think about how working with influencers, experts and advocates can add that special sauce to your marketing mix.

Think about how the addition of credible experts with active audience engagement can add valuable perspective, inspiration, promotion and trust for conversion to your marketing content – across the entire customer lifecycle: attract, engage, convert, retain, advocate.

Of course if you would like to explore the true benefits of when the Content Marketing World and Influencer Marketing World intersect, well, that’s what we do at TopRank Marketing. We focus mostly on B2B influencer content programs but would be happy to chat about any projects you have in mind and then point you in the right direction.


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© Online Marketing Blog – TopRank®, 2017. | 5 Ways Influencer Marketing Drives Performance Across the Customer Lifecycle | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Why to ROI: Proving the Value of B2B Influencer Marketing with Lee Odden

Last week at Marketing Profs B2B Forum it was pretty clear B2B marketers are more interested in influencer marketing than ever before.

Lee Odden’s session – Why to ROI: B2B Marketing Case Studies for Success– promises to deliver not only why influencer marketing is something we should all be talking about, but also how to use ongoing influencer marketing to deliver ROI to your business.

Some of us may still be thinking about influencer marketing as a B2C tactic. A Kardashian on Instagram touting the newest vitamin.

??Yes I am still in love with @sugarbearhair! Love how my hair looks and feels… #ad These amazing hair vitamins are DELICIOUS!!! #sugarbearhair ??

A post shared by Khloé (@khloekardashian) on Aug 14, 2017 at 12:02pm PDT

This isn’t exactly relevant to those of us in the B2B space.

Except, what if we think about influence more holistically. Lee points out that you don’t have to be a Kardashian to be influential. From singing the praises of the battery life on your new iPhone8 or telling your coworker about the new software you’re testing in your department, we’re all influencing each other.

This holistic view of influencer marketing, thinking beyond the brandividual, is what will help you drive ROI within your influencer marketing.

5 Steps to Driving ROI with B2B Influencer Marketing

Step 1: Determine Why or Why Not

Spoiler alert – Lee thinks you should be doing influencer marketing if you’re a B2B marketer. And a lot of you are. 43% of marketers are experimenting with B2B marketing. But we’re still in the early days. Only 11% of B2B companies are running ongoing programs, compared to 48% of B2C companies (Influence 2.0: Altimeter, Traackr, TopRank Marketing).

So why are so many B2B marketers experimenting with influencer marketing? Largely, we believe that influencer marketing can help us with lead gen. 67% of marketers cited lead gen as a goal for influencer marketing. In fact, influencers can help us at each stage of the buying cycle, from awareness to purchase to advocacy.

So even though we’re just getting started. You believe in the why, and are very optimistic. 57% of marketers say influencer marketing will be integrated in all marketing activities in the next 3 years (Influence 2.0: Altimeter, Traackr, TopRank Marketing).

To achieve true integration, and keep our budgets and resources growing for more influencer marketing, we need to drive ROI from those programs.

Step 2: Find ROI Opportunities

Lee shares several examples of B2B influencer campaigns generating major ROI. He highlights several opportunities to drive value for your brand and influencers.

  • Simple Content: Influencer co-created content doesn’t have to be complicated. Find 10 influencers, ask them one question and compile and their responses in an asset with 90% influencer contributed content. Gating the asset with an easy to fill out form, can drive big results in terms of MQLs.
  • Influencer Integrated Content: Influencer content can take multiple forms. In the previous example, it was 90% influencer created and gated. Influencer content can also be incorporated into an asset as seasoning, providing support or color for brand generated content.
  • Repurposing Content for ROI: You can drive more ROI by getting the most out of your influencer content with repurposing. Once you’ve done all the work of getting influencer contributions, use the full contributions in a guide, include preview snippets in a blog post, round up some key ideas with stats into an infographic, or leverage important topics for an influencer webinar. Content repurposing not only helps you get more mileage out of your content, it will help drive additional amplification to your core assets, creating opportunity for ROI.
  • Interactive Content: Interactive content is intrinsically more engaging. If the visitor has to act in order to consume the content, they are already activated to take the next steps to share, click or download.

Now that we talked about all the great opportunities for ROI, Lee shares sometimes when influencer marketing is not an opportunity, including:

  • Magic sales expectations: This is an outdated perception that means treating influencer marketing like an ad buy, instead of an opportunity to create organic experiences. This works for B2C, but not for B2B.
  • Lack of consensus on the strategy: To be successful, you must have agreement on who your influencers are and how you are leveraging them . If there is a disconnect between PR and marketing, it can dilute ROI and create a less than awesome experience for your influencers.
  • Lack of resources to commit: Influencer marketing isn’t something you want to throw an intern at. You need people and resources that can perform at a very high level.
  • Disregard for FTC compliance: Enough said.
  • Unable to measure inputs, outputs and performance: In order to show value and continue to grow budgets, you must be prepared to report on the results.

Step 3: Create profitable relationships & content

Once you have identified your opportunities, start putting together a plan to show ROI, including these critical considerations:

  • What will it cost to implement?
  • What will it cost you if you don’t secure relationships with the top influencers in your industry and the competition does?
  • What influencer engagement models should you start with?

Planning ahead for these considerations, will ensure your team is starting your influencer program with appropriate goals to show ROI.

Step 4: Leverage an Integrated Approach

We already know that influencer marketing doesn’t work when there is a lack of consensus on your influencer strategy. To truly maximize ROI, you should consider influencer programs across your organization. In a cross functional model you’ll be able to tap into all types of influencers, including journalists, affiliates and customers, illustrated in the model below.

Step 5: Start with Best Practices for Measurement

For best practice measurement, first you need to align your goals with influencer specific metrics. You want to look beyond your typical content KPIs, like views and time on page, and include:

  1. Metrics for influencer performance, for example referral traffic, downloads, and subscribers from a specific influencer
  2. Metrics for influencer community performance, for example number of conversations around your brand or campaign within the larger influencer community

Now Take it to the Next Level

Regardless if you are just starting to experiment with influencer marketing or  you already have an ongoing program, there is an opportunity to take it to the next level.

Think about where you might fit into the spectrum of influencer marketing maturity progression Lee shared.

Then consider how you can optimize your approach. Here are 3 ways to start moving:

Get Expert Help:

An expert may be an agency that specializes in influencer marketing or a consultant you bring in to help you get started. An expert may be able to help you with these things:

  • Research the market
  • Determine who are your influencers
  • Develop a Strategy
  • Create a playbook and plan

Invest in Tech:

The right technology can help you quickly and efficiently assess and improve your influencer marketing tactics, for example:

  • ID needs and specifications
  • Create a pilot
  • Identify, qualify and recruit
  • Measure & optimize

Activate:

Accelerate your influencer marketing efforts by activating your existing community and focusing efforts on what works best.

  • Start with employees, clients and community
  • Invite co-creation
  • Scale what works

What is one way you are planning to take your influencer marketing to the next level this year?

If you have lot of great influencer content already, drive more engagement with these tips from Ardath Albee The Netflix Experience: Create Binge-Worthy B2B Content.


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© Online Marketing Blog – TopRank®, 2017. | Why to ROI: Proving the Value of B2B Influencer Marketing with Lee Odden | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Learn Influencer Marketing 5 Ways

Learn Influencer Marketing 5 Ways

A quick look at Google Trends comparing Influencer Marketing to other marketing disciplines shows a near hockey stick growth trend. Since my team consults and I advocate, write and speak about influencer marketing so often, people often ask me: “Is influencer marketing a real trend?”.

Google Trends Influencer Marketing

Looking back on my experience in digital marketing over the past 20 years with the advent of disciplines like SEO, social media and content marketing, I’d say the momentum around influencer marketing has many of the same characteristics. It’s here, it’s still early and will continue to grow.

While working with influencers isn’t all that new, my experience talking about influencer marketing with B2B brands (and many agencies) has taught me that many B2B marketers are not fully aware or confident about where working with influencers fits in their marketing mix.

The good news is that we’ve been in the thick of B2B influencer marketing and content marketing for the last 6-7 years. Starting with experiments, we evolved our offering by practicing what we preach and introducing best practices and process to our clients. Today we’re delivering influencer content marketing services to major B2B and B2C brands including SAP, LinkedIn, State Farm and 3M.

To learn what we’ve learned, I invite you to check out the following 5 events where I will be talking about influencer marketing from essentially 5 different perspectives. From New York to San Francisco to Milan, there’s something for everyone.

Learn Influencer Marketing for Influencer Marketers

Sept 26: New York
Influencer Marketing Days #InfluencerDays
Keynote: B2B Influencer Marketing: Top Trends, Examples & Opportunities
The irony of this presentation is that I will be in New York as an influencer for IBM and while there, giving a presentation on influencer marketing at an influencer marketing conference! It’s like influencer marketing inception!

Learn B2B Influencer Marketing

Oct 4: Boston
MarketingProfs B2B Forum #MPB2B
Solo: From Why to ROI: B2B Influencer Marketing Case Studies for Success
One of my all-time favorite conferences of the year, B2B Forum is where I get to truly geek out on B2B influencer marketing with some of the smartest B2B marketers in the world. And there’s Ann Handley too – who would want to miss hanging out with her? No one!

Learn About ABM & Influencer Marketing

Nov 7: San Francisco
Dreamforce #Dreamforce17
Solo: The ABCs of Influencer Content for ABM
Salesforce event staff have told me I will have a room that can seat 800, which might not seem like much for a conference with 90,000+ attendees, but I’ll take it. Companies that use marketing software are definitely great potential clients for TopRank Marketing.

Learn About SEO & Influencer Marketing

Nov 9: Las Vegas
Pubcon #pubcon
Keynote: In Search of Influence
Brett Tabke gave me a shot at speaking early on in my career and because of a longstanding client conference date that conflicted with Pubcon, I haven’t been able to attend in many years. Now I’ll be giving a keynote to the community where I got my start in marketing and I can’t tell you how much that means to me. My hope is that the presentation will mean something to the amazing search community.

Learn About Content & Influencer Marketing

Nov 15: Milan
SMXL #smxlmilan
Masterclass: Content Marketing & Influence Integration
I will be back in Milan to talk about content marketing with an influencer marketing flavor to the hungry Italian marketers converging on Milan. This event will also give me the opportunity to connect with my European search marketing pals.

5 Steps to Influencer Marketing Awesome

I know it’s possible you might not be able to attend the conferences listed above. So I’ll share a few tips to provide some direction for those just getting started with the idea of incorporating influencer collaboration with their marketing. Broadly, there are some universal truths to influencer marketing where content is the marketable asset produced. Here are 5 worth paying attention to:

1. Be specific. When setting goals for what’s possible, define your topic of influence specifically. Focus topics drive influencer identification as well as influencer content, SEO and social media themes.

2. Be the best answer. Map focus topics to your normal content, SEO, advertising and media relations plans.To be the best answer wherever customers are looking and influenced, it’s more effective if there is continuity of message across channels where buyers discover and consume solutions content.

3. Give to get. Brandividuals that play the game of influence will respond to compensation early, but most niche and brand influencers require romance. Start recruiting through social engagement long before you ask influencers to collaborate.

4. Collaborate to create. Invite influencers to make something together that drives the influencer’s objectives while at the same time, fuels brand objectives. At a minimum, influencer engagement results in content co-creation that can be repurposed by the brand for demand gen programs. Also consider the power of pride. When influencers invest in creating something that makes them look good, they will be inspired to share and help your brand reach new audiences.

5. Measure smart. Inputs, outputs and outcomes of influencers and their communities relative to your content collaboration is essential. When content is part of your influencer collaboration, then you’ll have all the measurement opportunities with any other content marketing program as well. The key is to map KPIs of working with influencers to business goals for your brand.

Whether you are in New York for Advertising Week, Boston for Marketing Profs B2B Forum, San Francisco for Dreamforce, Las Vegas for Pubcon or Milan for SMXL, I hope to see you so we can connect and learn from each other about the amazing world of influencer marketing.

Tim Washer Interview

Do you have proven community management, content and influencer engagement skills? Work with TopRank Marketing! If you are an experienced influencer marketing professional and would like to join a team that is fast tracking growth and working with some amazing brands, then be sure to check out our careers page or contact me directly: lodden at toprankmarketing .dot com.


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© Online Marketing Blog – TopRank®, 2017. | Learn Influencer Marketing 5 Ways | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

How to Measure Influencer Marketing Campaigns: 5 Analytical Approaches

Are you working with social media influencers? Wondering how to track the results of your influencer campaigns? In this article, you’ll discover how to determine the effectiveness of your influencer campaigns based on marketing goals. #1: Establish Campaign Reach via Followers, Post Impressions, and Referral Traffic Reach is an essential ROI element for any influencer […]

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– Your Guide to the Social Media Jungle