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5 Essential Insights on Influence and the Future of Customer Engagement

Future Marketing Influential

When planning for 2017 and into 2018, many marketers have placed a high priority on customer experience and the content that helps make the best customer engagement happen.

At the same time, companies are challenged to create a variety of engaging content on a consistent basis coupled by the fact that consumers are less trusting of brand communications and advertising.

There are many suggested solutions to the challenges of creating consistent, high quality experiences for customers that range from integrated technology platforms to cognitive marketing applications incorporating big data, artificial intelligence and machine learning. This is one of the key roles that a savvy agency can play for brands: to help develop a digital marketing strategy and corresponding technologies needed.

It’s tempting to focus singularly on technology for solving marketing problems, but the solution to better customer experience and engagement is more about being human than the latest martech solution. In particular, understanding how relationships, influence and content deliver more relevant and engaging customer experiences is essential for differentiation and driving better marketing ROI.

This is where the next evolution of influencer marketing comes in: Influence 2.0.

The field of influencer marketing has grown fast and while some approach the practice transactionally, not unlike advertising, an increasing number of brands are focusing on the long term value of relationships with influencers and the kind of content collaboration that inspires better engagement across the customer lifecycle.

A more human approach to marketing means attention to empathy and a focus on customer experience. Influencers are credible, trusted individuals with active networks and the value exchange of their engagement with the community is where influence originates. Brands can tap into that influence to expand brand reach, create better customer engagement and even improve specific marketing goals like lead generation and increased sales conversions.

According to Influence 2.0, a new research report by Brian Solis of Altimeter Group sponsored by Traackr and my agency TopRank Marketing, 63% of marketers want to improve customer satisfaction through the use of influencer marketing. “The opportunity for consumer engagement spans the entire journey and influencers can play an important role in each moment of truth”, says Solis.

Modern marketers understand that customers don’t move linearly through decisions anymore. Eloqua helped visualize the way to view this new customer journey as an infinity loop, illustrating important moments of truth and opportunities for customer engagement. By plotting the infinity loops across your own customer touch points during the customer journey, you can set the stage for a new model of customer experience management.

Customer Experience Lifecycle

To connect with customers in a more meaningful way, it is more important than ever for companies to identify, qualify and develop relationships with relevant influencers of all types to collaborate, co-create and instigate advocacy. I can think of no better focus for these collaborations than through content.

Integrated Influencer Marketing Model - Traackr

Image: Traackr

In order for marketers to maximize customer experience and business growth opportunities with a more modern approach to influence, here are 5 key insights from the Influence 2.0 report:

MATURITY

43% of marketers are experimenting with influencer marketing. It is still early for influencer marketing for many companies, but given the relationship focus on the best influencer marketing programs, there’s plenty of opportunity. Only 28% of marketers are focused on campaigns and just 24% are implementing ongoing programs. As brands mature their approach, skills and relationships with influencers, companies implementing always on, ongoing influencer marketing programs will increase substantially.

IMPACT

80% of marketers rate content marketing as most impacted by influencer marketing. In discussions about the ROI of brand relationships with influencers, there’s simply no better match than content collaboration for creating measurable, impactful business outcomes. Influence 2.0 supports this with content being rated highest in impact from influencer marketing along with social media marketing and media relations.

GOALS

67% of marketers want to drive lead generation through the use of influencer marketing. Beyond improving brand advocacy, awareness and reaching new audiences, the majority of marketers are also focused on improving leads and sales conversion (74%) through working with industry influencers. Influence plays a role throughout the customer lifecycle and in all relationship-driven brand communications.

DIGITAL TRANSFORMATION

34% of marketers report that CMOs are leading marketing digital transformation initiatives. Companies are prioritizing investments in both customer and employee experience. With CMOs leading the way, it opens many doors for innovation in the humanization of technology. As Solis says in the report, “…the more human marketing becomes, the more digital transformation can also become human.”

INTEGRATION

57% of marketers say influencer marketing will be integrated in all marketing activities in the next 3 years. While only 5% of marketers currently rate the maturity of their influencer marketing program as integrated, the forward looking optimism for the next 3 years towards integration should be a strong signal for the direction that influencer marketing is going. 30% of marketers say Influencer marketing will become a primary area of digital marketing investment in the next 3 years.

Building relationships with influencers through content collaboration delivers mutual value for brands and participating influencers as well as the community that will consume the content. As it is tempting to use technology to solve marketing problems, it has also been tempting for brands to take a transactional and advertising focused approach to working with influencers.

Successful marketers at major brands do not agree with a transactional approach to influencer relationships:

Amanda Duncan
“Focus on a long-term approach rooted in a two-way dialogue”, says Amanda Duncan of Microsoft, “It’s often the phases between campaigns and events that allow you to have in-depth conversations, get valuable feedback and really gain a deeper understanding around what matters to your influencers. Investing this time and valuable resources builds credibility. This credibility and trust with an influencer is key to ongoing success.”

Konnie Brown
While a relationship based focus takes time, it’s a worthwhile investment according to Dr. Konstanze Alex-Brown of Dell, “Long-term, trust based relationships with shared value creation take time and effort to build and investment to sustain. While results will be measured digitally in reach, impressions, online engagement, there is no shortcut for getting there.”

Amisha Gandhi
Moving beyond a singular focus on the brand, value creation can extend to all involved. “When you treat your influencers like clients, as SAP does, it leaves people with a positive feeling and they are going to want to engage with you time and time again”, says Amisha Gandhi of SAP. “When the relationship is mutually beneficial, both parties are going to get the best results out of the engagement with the brand.”

Too often, brands and agencies approach influencer marketing as a short term transaction without realizing there is much more to be gained for everyone involved. The concept of Influence 2.0 that influencer relationship platform, Traackr and our digital marketing agency, TopRank Marketing have adopted, is to help marketers understand an approach to influencer marketing that aligns with the objectives of business, influencers, and customers simultaneously. Influencer Marketing is a relationship business!

By understanding customers, designing programs that matter to them, and then using platforms to partner with trusted influencers, brands can steer buyer impressions, decisions, and behaviors in more useful, productive, and mutually beneficial ways. Make no mistake, the future of marketing and customer engagement involves technology, but to be successful in the short and long term, marketers need to understand the multiplying effect of relationships, influence and content.

A version of this post originally appeared in Brand Quarterly Magazine.

Influencer 2.0 Cover

To tap into the full array of research insights, trends, case studies, tactics and a framework for Influence 2.0, download the full report. Influence 2.0: The Future of Influencer Marketing.  Connect with our agency influencer marketing services for help with strategy, influencer content programs and performance optimization.


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The post 5 Essential Insights on Influence and the Future of Customer Engagement appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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What Content Marketers Can Learn From an Adept Dungeon Master

Content Marketing Lessons from Dungeons & Dragons

Content Marketing Lessons from Dungeons & Dragons

It’s probably not news to you that 91% of B2B brands use content marketing to attract, engage, nurture, and convert their audience. However, it might be surprising to learn that only 9% of those brands rate their content marketing as “sophisticated.” Sophisticated meaning that their content marketing is successful, scales across the organization, and provides accurate measurement to the business. This puts a lot of pressure on content marketers to elevate their game and provide more worthwhile and valuable content experiences.

Patrick PinedaAs an adept Dungeon Master (DM) of Dungeons & Dragons (D&D) games, TopRank Marketing’s Motion Graphic Designer, Patrick Pineda, can relate.

It might sound a little odd at first, but Dungeon Masters and content marketers are more alike than you think. Responsible for creating meaningful and memorable experiences through content that takes people on a journey, you can see the similarities arise. Just like content marketers need to help guide people through the buyer journey, the Dungeon Master needs to guide players through a journey of their own.

After serving his friends as the go-to Dungeon Master, Patrick has learned a thing or two from creating lengthy campaigns—some successful, some not—that are both engaging and challenging. Discover Patrick’s lessons from the dungeon and how you can apply them to your content marketing campaigns and programs down below.

What Is a Dungeon Master?

For the unfamiliar, a Dungeon Master is the organizer for the wildly popular, 40-year-old tabletop role-playing game, “Dungeons & Dragons.” Not only do DMs organize the game, but they are also responsible for the game rules, details, and challenges. According to Patrick, the player experience hinges on a DM’s ability to create meaningful content that’s fun to explore.

One thing Dungeon Masters are not responsible for, however, are the players’ actions.

Like the self-directed buyers of today, D&D players are able to choose their own paths. As a result, DMs are challenged to make sure players finish the game. And just like your audience won’t read every piece of content you put in front of them, the same happens in a D&D game. Certain story elements DMs put together will never see the light of day because every player has a different play style, completes tasks in different orders, and takes different actions.

“The best Dungeon Master doesn’t just create a good story, but they also help players reach their goals,” Patrick claims.

Does any of this sound familiar? It certainly resonated for me.

5 Content Marketing Lessons From the Dungeon

Having created D&D campaigns that ruled and bombed, here are Patricks top five tips for developing content that resonate with your audience.

#1 - Your audience values originality.

If Patrick creates a campaign that plays to common tropes like a damsel in distress or small town disappearances, the story becomes predictable. But worse than that, the players feel condescended to as the game starts to feel dumbed down.

“Cliches and stereotypes will make players groan. It’s important when creating a campaign that I shake it up and play against common conventions,” Patrick says.

When examining your content and the story you’re trying to tell, it’s just as important to stay original and play with your audience’s expectations. For example, listicles with social media tips are a dime a dozen. Your audience might be more interested if you flip the idea on its head with social media mistakes. In changing it up, you’re giving your audience something new that they haven’t read before, capturing their interest.

[bctt tweet="When examining your content & the story you’re trying to tell, it’s just as important to stay original & play with your audience’s expectations. - @aleuman4 #ContentMarketing" username="toprank"]

#2 - Appeal to curiosity.

When it comes to creating an adventure for players to navigate, the DM has a seemingly impossible job. They need to create a unique and compelling world that is able to hold players’ attention—something not easily done. In fact, campaigns have taken Patrick days to put together. But that doesn’t come without its drawbacks.

“I’ve spent hours upon hours creating content for a campaign. But 80% of what I create may never see any playtime. It’s ultimately the players’ choice as to what tasks they want to complete and what quests they want to go on,” Patrick points out.

While the D&D world needs to have a unique and compelling narrative, it also needs to appeal to a player’s curiosity to ensure they keep playing the game and play the parts of the game that you want them to.

How does this apply to content marketing? Well, as you know, just because you’re producing content, doesn’t mean that your audience will find it. To find the answers they’re looking for, they might scour the internet, social media, and trusted experts for more information. Having an integrated content strategy that has multiple touch points throughout the buyer journey and an omni-channel approach, helps ensure you’re reaching your target audience whenever and wherever they may be searching.

Weaving SEO, social media, and influencer marketing into your content marketing strategy helps improve the reach and engagement of the content you’re producing. Through SEO, your organic rankings and click-through-rates will start to rise, improving your organic traffic. Social media messages that are well written and value-based help attract larger audiences from their social feeds. And, finally, tapping into industry influencers exposes your content to a wider network of like-minded individuals, as well as adding authority and credibility.

#3 - Avoid corraling your audience.

Nobody likes to be told what to do, including D&D players. While the DM writes the game and serves as a referee, they cannot influence a player’s actions. And if a DM attempts to, they could quickly lose a player’s interest.

“As a DM, it can be tempting to intervene and make sure that your players are playing the game the way you intended. But this is the one thing you cannot do.” Patrick emphasizes.

This is true in content marketing, too, as making calls to action (CTAs) with zero context can be a turn-off for your audience. If you insert a CTA before your audience can learn what’s in it for them, whether it’s downloading an eBook, listening to a podcast, or subscribing to your blog, they’re less likely to do it. In fact, QuickSprout found that placing a CTA above the fold on a page decreased their conversion rate by 17% and attributed it to their audience not fully understanding why they should complete the action.

Instead, make sure that your CTAs have plenty of context and explain what the audience will gain by filling out your form, reading another blog post, etc. This helps ensure that your content satisfies your audience’s quest for knowledge.

#4 - Customize content for your audience, not the other way around.

As we mentioned previously, the players are in charge of their actions and how they choose to play the game, making it impossible for DMs to have control over the game experience. This makes it important for DMs to know their audience ahead of time, so they can include important sought-after details into different game components.

“I’ll ask players before we start what they hope to get out of the game, whether it’s take down an enemy or just to have fun. Knowing this ahead of time, I can tailor the game to what each player wants to have happen,” Patrick says.

For content marketers, this lesson should hit close to home. You need to know your audience well in advance in order to deliver personalized content. If you create content and worry about your audience later, chances are you aren’t engaging the right people.

After taking a look at your own audience’s characteristics and interests in Google Analytics, create unique personas for each of your audience members. This allows you to create content that is tailored for each person you hope to attract and engage. For example, if one of your target personas is a Director of Business Development, creating custom content that addresses a unique pain points like identifying new business opportunities or tips from the experts on how to strengthen their existing client relationships.

[bctt tweet="If you create content and worry about your audience later, chances are you aren’t engaging the right people. - @aleuman4 #ContentMarketing" username="toprank"]

#5 - Chart your course.

There is a lot going on in a D&D game. And for the DM, that number is amplified as you have to remember every detail about your players, what’s been completed, and what could come next.

“To make sure I’m on top of the game and can portray characters well, I chart the game’s relationships instead of story elements. If I focus on the story, it could quickly become useless as players might do things out of order or in a non-linear fashion. By focusing on the relationships and where they fit in the narrative, the game becomes more fluid and flexible for the players and I can keep track of their journey,” Patrick says.

Tracking the journey isn’t the only thing Patrick notes, however. He also documents player strengths, weaknesses, and stats as the game progresses.

“I keep a character sheet that details each player’s play style. For example, if a player is investing their skill points in intelligence, I can tailor future encounters in the game to focus on problem-solving instead of combat. The opposite is true for a player who invests in raw strength,” Patrick notes.

Through detailed charts, maps, and grids, Patrick is able to make sure that his players have a personalized, seamless experience for every campaign they play, regardless of how they play it.

Customer Journey & Dungeons and Dragons Journey

By taking the same approach with your content marketing, you can identify opportunities for customization and develop a strategy for weaving your content into the buyer’s journey. For example, by knowing which pieces of content attract a larger audience or drive more conversions, you can use that information to inform your content development and map your content to different stages of the funnel (see below).

Grid Assigning Content to Buyer Stages

To collect this data on your content and audience, review your Google Analytics behavior and conversion dashboards to find our which pieces of content excel at attracting, engaging, or converting your audience. Metrics like page views and entrances are good indicators for attraction, whereas time on page or number of pages per session can help you understand engagement. And, finally, the number of conversions through conversion tracking is the best way to find your top converting content. Armed with this knowledge you can create content plans that are tailored for your audience’s unique buyer journey.

Your Audience Is the Hero

A good Dungeon Master enables players to become the hero of the story through a personalized game with a compelling, original narrative. As a content marketer, it’s your responsibility to create content that transforms your audience into heroes as well, helping them solve seemingly impossible problems with your expert, best-answer advice.

Through an integrated content strategy with originality, personalization, and “best answer” content that’s mapped to the buyer journey, you can become the perfect Content Master for your audience.

For more ideas on how to become a masterful content marketer, check out these 25 content marketing tips, including how to tackle writer’s block, repurpose content, utilize storytelling, and more.

The post What Content Marketers Can Learn From an Adept Dungeon Master appeared first on Online Marketing Blog - TopRank®.

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