Date post: | 10-Jan-2017 |
Category: |
Marketing |
Upload: | toprank-marketing-agency |
View: | 2,082 times |
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@leeodden #MME16
B2B Content & Influencer Marketing Consultants!
AboutLee&TopRankMarke9ng
marketingblog.com!toprankmarketing.com!
@leeodden #MME16
“82% of senior executives say content is a significant driver in their
buying decisions.”!!
Demand Gen Report!
@leeodden #MME16
88% Business to Business
Content Marketing Content Marketing Institute / MarketingProfs!
@leeodden #MME16
Advertorial & Native Advertising!Blogging !Case Studies !Crowdsourced Content!Content Curation !Digital Newsletters !Earned Media (PR) !eBooks !Email Marketing !Gamification !Influencer Content !Infographics !Interactive Content & Tools!Microsites !Mobile Applications !
Mobile Content !News Releases !Online Magazines & Apps!Podcasts !Print Magazines !Print Newsletters !Real-Time Video !Real-World Events !Research & Surveys !Social Content !Traditional Media !Video Content!Virtual Conferences !Webinars!White Papers !
ContentMarke9ngTac9cs
@leeodden #MME16
41% - Growth in Ad Blocking!
198 Million Ad Block Users Worldwide!
64% never open B2B emails!
Adobe PageFair Ad Blocking Report!
iris B2B Participation Survey!
Photo: Shutterstock!
BuyersAreSayingNotoAds
@leeodden #MME16
Buyers Trust Experts & Influencers!
Consumers seek out!trusted expert content!when considering a !purchase!
Expert Over Branded Content:!88% Lift in Brand Familiarity!50% Lift in Brand Affinity!38% Lift in Purchase Intent!
85%
@leeodden #MME16
of the B2B buyer’s journey is complete before a buyer ever reaches out to sales.!
70%Source:Pardot
SelfDirectedBuyersRelyonPeers/Community
@leeodden #MME16
“Influencer Marketing is the practice of engaging internal and industry experts
with active networks to help achieve !measurable business goals.”!
!@TopRank!
Photo: Shutterstock!
Image: Shutterstock!
@leeodden #MME16
75% of professionals consider their influencer engagement effective for lead generation. Augure !
$6.85 for every $1 spent: The average media value earned by brands implementing influencer marketing. Burst Media aka RhythmOne!
59% of marketers are planning to increase their influencer marketing budgets in the next year. Tomoson!
Photo: Shutterstock!
@leeodden #MME16
Campaigns!40,000 Views!413 Downloads!6,000 Shares!100’s Referrals!20 New Influencers!
Sequenced Assets!218,971 Views!15,000+ Shares!4,023 Downloads!1,040 Leads!100’s Referrals!
Cumulative: 10 Projects!1 Million+ Views!50+ Influencer Assets!140 New Influencers!(50 CMO/VPs)!Leads & Revenue++!
TopRankMarke9ngInfluencerContentEvolu9on
@leeodden #MME16
@IBMCommerceIBMturnedtoagroupof#NewWayToEngageFuturists:Trustedexternalthoughtleaderswitharecordofinnova9on.
B2BInfluencerContent:IBM
@leeodden #MME16
1. Define Goals!2. Pick Topics, Content!3. Identify, Qualify & Recruit !4. Collect & Co-Create Content!5. Inspire Promotion!6. Performance Feedback!7. Maintain Relationships!
B2BInfluencerContentFramework
@leeodden #MME16
Social Savvy Influencers!Industry Experts!
Brand Executives!Internal SMEs & Employees!
Clients / Customers!Industry Media!
Partners!Prospect Influencers!
“Everyone is influential !about something.” !
Photo: Shutterstock!
Tip1:FamousisNotYourOnlyTarget
@leeodden #MME16
“A brandividual is popular. !An influencer is effective at creating popularity.”!
!
@leeodden!
@leeodden #MME16
Reach:Par9cipa9onInspiresAc9onAuthen5city:From“RealPeople”Quality:TapsExper9seVariety:CreateMoreQualityContentEngagement:SMEs&InfluencersScale:DistributesContentCrea9on
Tip2:ReachIsn’tYourOnlyGoal
@leeodden #MME16
Content!Quality!Credibility!Advocacy!Promotion!
Brand Content!Earned Media!Advocacy!
Collaborate!On Shared Causes!
Community!Internal SMEs!FAQs!
Career Tips!Testimonials!
Photo: Shutterstock!
Marketing! PR! Recruiting! Support! CSR!
Tip3:InfluencersAreforMorethanMarke9ng
@leeodden #MME16
Tip5:Rela9onshipsRule
Work with an influencer on!a project, they’re your friend!for the day.!!Help someone become !influential and they’re a friend for life. !
@leeodden #MME16
InfluencerEngagementLessonLearned
29 Influencers!46,000 views!
Social buzz on/offline!2 new agency deals!
Questions!
@leeodden #MME16
IfyouwantyourB2Bcontenttobegreat,askinfluencersto
par5cipate!
@leeodden
Photo: Shutterstock!
@leeodden #MME16
FollowerWonk!Klear!Keyhole!BuzzSumo!Onalytica!Nimble!GroupHigh!Brandwatch!Little Bird!Traackr!!
Identify!
Qualify!
Recruit!
Manage!
Engage!
Measure!
Optimize!
InfluencerMarke9ngTools
@leeodden #MME16
InfluencerToolWorkflow
Topic!
BuzzSumo!
GroupHigh!
Traackr!
Results!Influencer 1!Influencer 2!Influencer 3!
Results!Influencer 1!Influencer 2!Influencer 3!
Results!Influencer 1!Influencer 2!Influencer 3!
Results!Influencer 1!Influencer 2!Influencer 3!
Goal Topic! Search! Validate! Communicate!Engage!Recruit!Promote!
Correlate! Monitor!Analytics!Report!
GroupHigh!
Traackr! Traackr!
@leeodden #MME16
Takeaways
Make something together!1!
2!
3!
Make it relevant!
Make it easy!
Image: Shutterstock!
@leeodden #MME16
ThankYou!
Lee Odden!@leeodden!
TopRankMarketing.com!
TopRankBlog.com!1-877-872-6628!
New eBook!
Download:!InfluencerMarketingBlog.com!