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The Community Imperative: Engaging in Conversations Rather Than Disseminating Information

Building Online Communities in B2B

Building Online Communities in B2B

What does effective marketing engagement look like?

In the common model we see today, it’s something like this: Brands push out relevant messaging, hoping to compel a response or interaction that leads to a conversation (and maybe ultimately a conversion). This can be anything from a comment on a social media post to a chat window initiation.

Nothing wrong with that. These back-and-forths between brands and individuals are important ingredients toward building trust and loyalty. The problem is that, as a sole method for driving engagement, the cast-and-wait approach is too dependent on explicit triggers to spark these interactions.  

Devising and creating content that drives targeted engagement is hard work. It’s worthwhile, but hard, and sometimes even well conceived plans miss the mark. What if you were able to develop a self-driven engagement engine, which fostered strategic conversations built awareness among your most valuable customers and prospects?

Enter: Communities.

Why Communities Matter to Digital Marketers

In his seminal book, Tribes: We Need You to Lead Us, Seth Godin writes about turning scattered groups of followers into a unified “tribe,” which he defines as “a group of people connected to one another, connected to a leader, and connected to an idea.”

Human beings have long gravitated toward these communal experiences, elevating the collective power of their interests, beliefs, or passions. According to Godin, a group needs two things to become a tribe:

  1. A shared idea
  2. A way to communicate

The internet has taken care of No. 2, making it easy for strangers around the globe to come together via message boards, social media, subreddits, etc. So really it’s about identifying that mutual idea, or focal point, and taking the lead in rallying people around it.

Coordinating Communities for B2B Marketing

It’s not uncommon for tribes to form around a B2C product or service. For example, my fiancée follows several social media groups dedicated to Oreo cookies. People in these communities share updates about new flavors, and where they can be found. Other examples of strong brand communities include Sephora, LEGO, and Starbucks.

In the B2B space, this is more challenging. People aren’t generally drawn to, say, cybersecurity software in the same way they are to their favorite coffee or cosmetics brand. But that’s not to say there isn’t a deep level of passion for cybersecurity — it’s a prevalent issue throughout our society, and one that many professionals spend their entire days thinking about. The key lies in hitting the right resonant note and facilitating connections.

In the case of cybersecurity specialists, we have to ask: What questions burn in their minds? Which elements of the subject excite or agitate them? Where do discussions among hardcore followers tend to center? This type of empathetic mindset should be at the core of our DNA as modern marketers.

Building B2B communities doesn’t always mean trying to create a “brand community” where your company and its offerings are the primary focus; this can be tough to accomplish, and even when you do, you’re unlikely to pull in many members outside of your existing customer base. The more effective approach, from my view, is building communities around interests and commonalities that align directly with what you do.

Pinpointing the ideal focal point for your community requires an acute understanding of the people you serve, derived through copious research. We can apply many of the same tactics for identifying best answer opportunities to arrive at data-driven conclusions about the most avid areas of curiosity for our audiences. If your customers are repeatedly asking the same questions to Google, they probably want to discuss them amongst one another as well.

Where Can You Build Online Communities?

Let’s say you’re interested in starting a community around a certain topic relevant to your brand. Where might go about doing so? Here are some popular options:

  • Facebook Groups: It’s the world’s most popular social media platform and a prevalent hub for connecting around common interests. We wrote recently about the value of Facebook groups for B2B brands. And Facebook’s recently announced redesign will put groups at the center of the experience.
  • LinkedIn Groups: Often a better contextual fit than Facebook for B2B social media groups, as LinkedIn is (of course) structured around professional topics. Last year LinkedIn made its Groups feature more accessible by integrating it into the mobile app.
  • Forum/Message Board: The online message board traces its origins back nearly to the dawn of the internet, when it was called a bulletin board system (BBS). Today, these platforms for organized digital discourse remain prevalent and — when well populated — highly active and engaging. This post from HubSpot offers some step-by-step guidance for launching your community in such a fashion.
  • Microsite: A special section of your website dedicated entirely to allowing your customers and audience members to interact with one another. It might be a message board built within your site, or a more customized setup. Whatever the case, you’ll want to make sure it’s easy to navigate and follow conversation threads.

Benefits of B2B Community-Building

“Community is important because it brings people together. Community keeps people loyal, makes them feel like they matter. It also lets the company show how much they appreciate their customers,” according to Mary Green, a community-building specialist who shared her insights with B2B News Network.

Beyond the overarching loyalty imperative, here are a few other practical advantages to creating an online community:

  • Firsthand audience research. Marketers are always endeavoring to understand what matters most to their audiences. In many cases, this requires considerable guesswork. But by monitoring a community, you can watch conversations play out organically, seeing what impassioned followers talk about and how they talk about it. This can serve as a crucial springboard for your content planning. It might even help inspire new product features or service offerings.
  • User-generated content. “Brands and influencers can make great content, but the phenomenal stuff comes from the discussion. User-generated content is gold,” says Green. I’ve written here in the past about the power of UGC for authenticity, and online communities can be an excellent resource for uncovering it.
  • Finding and cultivating influencers. Within these communities, you’ll frequently see particular experts emerging with strong voices or magnetic insights. These might be candidates to incorporate more deeply into your influencer marketing strategy.

B2B Brands Running Strong Communities

Looking for inspiration? Here are a few companies that set the right example with B2B community-building:

Bank of America

They major national bank created a small business online community, which they describe as “a forum for small business ideas, insider tips, and the industry knowledge you need to help your small business grow.”

As you scroll through the links and discussions within, you’ll find that much of it is unrelated to banking or even financial matters, and that’s just fine. The point is that numerous customers and prospects are coming to BoA’s website to talk shop.

Bank of America Online Community

Intuit

The QuickBooks Community is basically a public knowledge bank where users can help each other solve problems and learn new things. There are product-centric areas for QB troubleshooting, as well as general business discussions. Intuit company reps are also active participants in the community.

QuickBooks Online Community

Jamf

Jamf Nation describes itself as “the largest Apple IT management community in the world.” It’s a perfect example of owning a niche, and mobilizing a community while keeping product promotion on the backburner. Members are welcomed to “Dialog with your fellow IT professionals, gain insight about Apple device deployments, share best practices and bounce ideas off each other.”

Jamf Nation Online Community

Find Your Tribe

As marketing emphasis shifts more and more toward delivering holistic experiences, community-building should be a key consideration for practitioners everywhere, especially in B2B where the opportunity is especially ripe. Herein lies the next frontier of digital engagement.

Want to learn more about B2B brands that are finding more authentic ways to engage? Check out our post: Flipping the B2B Marketing Script: 7 Brands That Talk to Consumers, Not Companies

The post The Community Imperative: Engaging in Conversations Rather Than Disseminating Information appeared first on Online Marketing Blog - TopRank®.

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Instagram Creator Accounts: What Marketers Need to Know

Do you want more tools to connect with your audience on Instagram? Have you heard about Instagram creator accounts? In this article, you’ll learn how switching to an Instagram creator account can help you better achieve your Instagram marketing goals. What Is an Instagram Creator Account? When Instagram first launched, everyone had a personal account. […]

The post Instagram Creator Accounts: What Marketers Need to Know appeared first on Social Media Marketing | Social Media Examiner.

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7 Top B2B Influencer Marketing Trends for 2020

B2B influencer marketing trends 2020

B2B influencer marketing trends 2020

While there are some who think the expression "influencer" is an expired term, the role of influence on B2B buying decisions is irrefutable.

According to the World Federation of Advertisers, 65% of multinational brands will increase influencer marketing spending in the next 12 months and there's good reason for increased confidence: The 2019 Content Preferences Survey from DGR reports 95% of respondents favor credible content from industry influencers as a top preference, a 30% increase compared year over  year.

Earlier this year in a post about The Business of Influence for 2019, I shared 5 influencer marketing trends including:

  • Micro AND Macro influencers
  • Centralizing Influencer Operations
  • Always On Influencer Engagement
  • Focus on Quality vs. Quantity Metrics
  • Influencer Marketing Software Investment

Along with a predictions post from Ashley, these were well received. Since the time of that post, my team at TopRank Marketing has launched many more influencer content programs for B2B companies, each bringing lessons learned, patterns indicating trends and insights.

From the influencers involved in these programs to the brand influencer marketing leaders we work with to being on the inside as an influencer for B2B brands ranging from Adobe to SAP, I have been in a unique position to learn from some of the best in the business.

For companies operating in the B2B space, here are 7 trends worth digging in to for 2020 and beyond:

Increased use of AI - From finding the right influencers, to recommending content topics, formats and channels and performance optimization, artificial intelligence and machine learning will play a much greater role in influencer marketing. Signals of influence exist beyond social media and bringing together disparate data sources and automating analysis, selection and opportunities for engagement in an increasingly competitive environment will require more robust technologies.

Democratized Influence - B2B purchasing is a team sport involving individuals at multiple levels from buying committees conducting research and making recommendations to executives with budgets to decide. Each of those individuals rely on centers of influence around them as they discover, consume and engage with information. Everyone is influential at some level and more brands are going to tap into the niche influence of the many, whether they are employees, customers, industry community members or traditional influencers.

Brandividal Media - The number of professional influencers who operate their own media or networks of multiple influencers with media and distribution channels will increase and compete with traditional digital media. Influencers with complementary domain expertise and networks that combine forces can offer a B2B brand the reach of a major publication but with the credibility and trust of respected influencers. These influencer media entities can take many forms, from a podcast network to a group of YouTube creators to a team of bloggers that can provide turnkey event coverage and promotion.

More Engaging Content Formats - B2B is evolving from boring to bold through video, interactive and VR/AR content. That trend will continue with influencers creating and co-creating these formats with B2B brands. We've seen interest in more infotaining B2B influencer content rise dramatically over the past year including our first deployment of a VR influencer environment for one of the biggest B2B technology brands in the world. Whitepapers, ebooks and case studies still hold value, but there is no reason to limit that information packaging to web pages or static PDF formats anymore.

Influencer Tech Integration with other Martech - Influencer identification, engagement and measurement technology will increasingly become integrated with cloud marketing platforms. As B2B brands mature in their influencer marketing practices, the need for integration will increase. Influence is an important part of the brand experience, so why not make it easier to connect and grow influence for the brand by making it easier to connect with other marketing technologies?  The simplest example would be enabling the coordination of SEO, social media, PR, ads and influencers and the alignment of a narrative across those channels.

Consumerization of B2B Influencers and Content - Business users of software have come to expect a consumer like experience and that same set of expectations is spilling over into how business influencers create content and engage. A simple example is the rise of LinkedIn video creators. Influencers publishing video content on YouTube have created expectations for video content wherever it can be found, viewed and engaged with. LinkedIn is a great example of where consumer video skills are playing out with B2B content. People like Goldie Chan, Michaela Alexis and Allen Gannett have amassed hundreds of thousands of followers on LinkedIn and millions of video views. The continued rollout of live video on LinkedIn will only attract more of B2C-like video behaviors over to the B2B influencer world.

Influencer Experience Management - As brands have elevated their focus on customer experience and employee experience, there will be an increased focus on managing the experience of brand influencers. Far too many B2B brands treat their influencer relationships transactionally and in terms of what the brand can get from the influencer. B2B brands that make any effort at all to learn more about influencer goals, preferences and capabilities in combination with providing opportunities to connect with other influencers, will go along ways towards building brand advocates and inspire more effective influencer behaviors.

Whether you're tired of or wired for "influencer marketing", make no mistake: The growth of influence on individual and organizational effectiveness in the B2B marketing world will continue for years to come. Those who are influential in the B2B world have the domain expertise their networks trust. Not staying on top of how the world of influencer marketing is evolving is simply leaving your customers open to the influence of your competition.

What B2B influencer marketing trends would you add to this list?

Be sure to join me May 30th as I join Seth Bridges, founder at Rival IQ for a live interview to talk about these influencer marketing trends and more

The post 7 Top B2B Influencer Marketing Trends for 2020 appeared first on Online Marketing Blog - TopRank®.

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Facebook Ad Relevance Score Updates: What Marketers Need to Know

Have you noticed a change in Facebook ad relevance scores? Wondering what the three new Facebook ad relevance diagnostics tell you? In this article, you’ll learn how to use Facebook ad relevance diagnostics to improve your advertising campaigns. What Changed With Facebook Ad Relevance Metrics? Facebook’s relevance score is an assessment based on how well […]

The post Facebook Ad Relevance Score Updates: What Marketers Need to Know appeared first on Social Media Marketing | Social Media Examiner.

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Facebook Pixel to Become Less Effective for Marketers

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On today’s show, we explore the ramifications of Facebook’s upcoming Clear History tool and Instagram expanding Stories into the Explore tab with special guests, Jenn Herman and […]

The post Facebook Pixel to Become Less Effective for Marketers appeared first on Social Media Marketing | Social Media Examiner.

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Digital Marketing News: Google Ad Auction Changes, Instagram’s Chronological Likes, & 3 New Marketing Studies

The post Digital Marketing News: Google Ad Auction Changes, Instagram’s Chronological Likes, & 3 New Marketing Studies appeared first on Online Marketing Blog - TopRank®.

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How to Use IGTV for Marketers

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The post How to Use IGTV for Marketers appeared first on Social Media Marketing | Social Media Examiner.

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Content Curation Inspiration: Types, Examples, & Use Cases for B2B Marketers

Content Curation Inspiration for B2B Marketers

If you create and share content, curation is part of your B2B marketing strategy. From seasoning a blog post with key third-party statistics to sharing an interesting article from an industry publication or influencer across your social channels, you’re curating.

But content curation has a place beyond adding an insight or two to your content.

With large volumes of information available today and short attention spans, curation allows content marketers to create more convenient, valuable content experiences for their target audience, while growing thought leadership, bolstering their content calendar, and increasing production efficiency.

What types of curation exist? How are B2B brands doing curation? When does it make sense to do curation? Let’s dive in.

Types of Content Curation and B2B Examples

The Curation Kitchen Staples: Microcontent

Statistics. Quotes. Tips. Social media commentary. Third-party videos. Gifs. Memes. Curated microcontent is what gives your content its flavor—whether its used as seasoning in a long-form blog post or modularly in short-form social content. This is foundational curation, and it plays a role in all other types. And as TopRank Marketing CEO Lee Odden once said:

“Snackable content can often be managed and repurposed like ingredients to create a main course. On their own, short-form content like quotes, tips, and statistics are useful for social network shares and as added credibility to blog posts, eBooks, and articles.”

See what I did there? Microcontent is simplistic and easy to integrate, helping you provide more depth and insight on a topic, infuse credibility, and highlight industry experts.

When microcontent curation makes sense: Always—if the content is relevant to the topic you’re discussing. Microcontent helps you provide proof points to bolster your narrative and build credibility with your audience.

The Curation Classics: Roundups, Listicles, and Resource Hubs

Collecting key bits of information and insights and organizing them into an easy to digest format is the quintessential content curation tactic. The premise is simple: You’re gathering interesting tidbits from multiple sources on a specific topic and placing them in one central location.

The underlying theme for this curation tactic (and any content tactic for that matter) is relevance and value. It needs to be topically relevant to your audience and it can’t be a lazy compilation; it needs to serve a purpose.

News roundups are perhaps the most popular of the curation classics. We’ve all seen them and likely have a few we go back to on a regular basis, so I won’t spend too much time here. (Shameless plug to check out our weekly digital marketing news roundup.)

But here’s an example of a roundup style piece from EHS and sustainability consulting firm *Antea Group that brings video content together to have a little fun and spark a connection with the audience.

The post showcases six workplace safety videos—all sourced and easily embedded from YouTube—with movie-critic-like commentary that make connections to the daily life and work of their target audience.

Content Curation Example from Antea Group

When it comes to resource hubs, HubSpot is an “ultimate list” destination on a variety of subjects, most notably digital marketing statistics. Here’s a recent example featuring Instagram statistics.

Content Curation Example from HubSpot

For listicles, one of our recent BIGLIST editions featuring 50 of the top marketing blogs featuring martech brands is a solid example. Time was spent on researching and vetting, and the list provides a short and sweet description of each blog, as well as our favorite recent article to give readers a cue on what’s worth checking out first.

Content Curation Example from TopRank Marketing's Lee Odden

Finally, events can be great opportunities for curation. *Introhive, an enterprise relationship management (ERM) platform, regularly curates social and team member insights to compile post-event infographics with top takeaways.

Content Curation Example from Introhive

When classic curation makes sense: Classic curation is largely an awareness and engagement play. If you’re looking to provide your audience with a helpful resource that hits quick on the points, and showcase your brand as a thoughtful expert in the space, this type of curation can make it easy for your audience to find insight and inspiration—and minimize the amount of time they need to spend on the hunt.

The Next Level of Curation: Thought Leadership Mashups

Curation isn’t limited to assembling a robust, scannable list of information or resources, or seasoning original content with stats, quotes, or videos. Curation can fuel thought leadership.

Great examples of this kind of curation are trends-focused pieces. Taking a cue from the classic curation formats, this kind of content aims to identify one or more trend or pattern using curated bits of information, all tied together with your knowledge and expertise.

This could be small-scale or large-scale—meaning a single concept could provide the supporting content or tie-in, or it could be your take on a collection of related trends, facts, or insights. This piece from *SAP’s Digitalist Magazine is a great example.

Content Curation Example from Introhive

But this kind of curation doesn’t just lend itself to discussing trends. Many of our own blog posts use a mashup curation method to educate and engage marketers, and define our perspectives and approach to marketing.

This can be seen in a recent post from Nick Nelson on how to write clear, concise content. Using our words intentionally is a core belief, and Nick was able to illustrate that with his deep knowledge and some relevant insights from third parties.

Content Curation Example from TopRank Marketing's Nick Nelson

Also, when we say “curation,” we don’t just mean collecting insights from third-party sources. You can curate your own content—it’s just most often called repurposing.

Salesforce has a great example here. This recent post touches on a key trend in the marketplace (lack of consumer trust), leverages microcontent from Salesforce’s own research (the Trends in Consumer Trust research report), and then original content builds a narrative for a specific audience (retailers).

Content Curation Example from Salesforce

In addition, curating and repurposing influencer content is an especially big opportunity. More than likely, the insights that influencers share with you have implications and applications across other related topics.

When curation mashups make sense: If you want to build thought leadership on a subject, mashups should be in your content lineup. Mashups allow you to elevate an idea, perspective, challenge, or opportunity, while using existing content as a jumping off-point or as part of the foundation of your take.

Read: A Tasty, Strategic Addition to the Content Marketing Table: ‘Repurposed Content Cobbler’

Content Curation for the Win

Regardless of your editorial plan, you’re already doing some form of content curation. However, you can make curation a more deliberate and effective part of your overall B2B content marketing strategy.

Whether you create an ultimate list featuring statistics from multiple sources, provide high-level takeaways from an event or report, give your own content new life to build thought leadership, content curation can provide value and convenience for your audience and writing team.

Looking for content curation best practices, tools, and more examples? Check out our post on Content Curation 101.

*Disclosure: Antea Group, SAP, and Introhive are TopRank Marketing clients.

The post Content Curation Inspiration: Types, Examples, & Use Cases for B2B Marketers appeared first on Online Marketing Blog - TopRank®.

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Do Your Homework: Selecting the Right Influencers for Your B2B Brand With Tips from the Experts

Selecting B2B Influencers

Selecting B2B Influencers

The influencer identification, validation, and recruitment process is time consuming, resource intensive, and high stakes. Without the right mix of influencers to drive awareness, intrigue, conversation, and action, your marketing initiatives will miss the mark with your audience and fall short of expectations.

But how? How do you artfully and strategically find, vet, and entice industry experts to partner with you?

You need to do your homework—and fortunately, insights from several seasoned B2B influencer marketing experts can provide some great guidance.

Read on to get perspectives and advice from leaders serving a range of B2B brands, as well as some of our own resident experts.

#1 - Set the bar for quality—not quantity of audience reach.

Analyzing an influencer’s social reach and following is certainly par for the influencer identification and qualification course. Amplification and reaching new audiences are primary objectives for most marketers’ influencer marketing efforts.

But seasoned B2B influencer marketing leaders have some words of caution: Don’t let large follower counts be a distraction or the only means of qualification.

via GIPHY

It's critical to dig deeper to truly gain an understanding of who an influencer is, what they can offer your audience and brand, what they're talking about, the kind of content they’re sharing, and the list goes on.

“Go beyond what the numbers are and see what that data really means,” Amisha Gandhi, Vice President of Influencer Marketing and Communications for SAP Ariba, shared with us. “Look at who influencers are engaging with, how many comments they receive and how long they’ve been engaging.”

[bctt tweet="When identifying and qualifying influeners, go beyond what the numbers are and see what that data really means. - @AmishaGandhi" username="toprank"]

And as Martin Jones, Senior Marketing Manager at Cox Communications shared: “Selection of the right influencers for your campaign will be one of the single most significant factors in its success or failure. It’s easy to get excited about a big name or an influencer with a large following, but neither of those will necessarily translate to your ultimate goal of delivering results to your organization.”

[bctt tweet="It’s easy to get excited about a big name or an influencer with a large following, but neither of those will necessarily translate to your ultimate goal of delivering results to your organization. @martinjonesaz" username="toprank"]

#2 - Keep relevance at the forefront.

Relevance is a key success driver for any marketing initiative. Relevance breeds resonance, which is key to connecting with buyers at every stage of the funnel and building trust. Working with influencers who don’t topically align or lack the right expertise simply won’t produce fruitful results for either party—or your audience.

As Ashley Zeckman, TopRank Marketing’s Senior Director of Digital Strategy, has said: “First, you’re going to want to identify the topics that are most important to your audience and how they align with the topics you want to be known for. Then, you’ll need to determine what types of influencers (aligned with your target topics) will be the best fit based on your objectives. Each influencer type holds a different value for your audience and your brand.”

Here's an example of a topical alignment score Ashley shared. (See if you can guess the "client.")

[bctt tweet="Identify the topics that are most important to your audience and how they align with the topics you want to be known for. Then identify the right types of relevant influencers. @azeckman" username="toprank"]

Influencer types include brandividuals—those recognizable experts who have an extensive network size—as well as up-and-comers, niche and internal experts, and current customers and prospects.

One great way to ensure relevance is to do some old-fashioned crowd sourcing, according to Lucy Moran, now the Senior Vice President of Brand, Digital, and BU Marketing at Dun & Bradstreet.

“Ask your customers who they follow or read,” she said. “They are your target audience and you want to be where they are.”

Finally, finding the right fit also comes down to shared values, according to Abobe’s Head of Social Influencer Enablement, Rani Mani.

“My main tip is to make the upfront investment to ensure the influencer is the right cultural fit for your brand,” she told us. “Ultimately, ask yourself pretty much the same questions as you would if you were going to hire this individual because, at the end of the day, they will be representing your brand.”

[bctt tweet="Make the upfront investment to ensure the influencer is the right cultural fit for your brand. At the end of the day, they’ll be representing your brand. - @ranimani0707" username="toprank"]

Read: Creating Content Connections: 10 Lessons in Resonance from Content Marketing Pros

#3 - Take an always-on approach to vetting existing and prospective influencers.

As TopRank Marketing CEO Lee Odden is often quoted as saying: “Everyone is influential about something.” This means that there’s always opportunities to connect and work with relevant thought leaders—and you should be looking at those opportunities on a regular basis.

[bctt tweet="Everyone is influential about something. @leeodden " username="toprank"]

Perhaps one of the biggest opportunities in this arena is identifying and nurturing up-and-coming experts. As Lee also says: “Work with an influencer, you’re friends for a day. Help someone become influential and they’re a friend for life.”

But from an even more practical perspective, regularly vetting your influencer partners and prospects helps ensure you’re keeping your eye on relevance.

“A sophisticated influencer program doesn’t rely on a single identification method or one-time vetting process to start and maintain a relationship with an influencer, but rather develops a scorecard that gets constantly reviewed and, most importantly, evolves as this emerging field matures,” Dr. Konstanze Alex, Head of Corporate Influencer Relations at Dell, so eloquently said.

[bctt tweet="A sophisticated influencer program doesn’t rely on a single identification method or one-time vetting process to start and maintain a relationship with an influencer. @Konstanze" username="toprank"]

#4 - Aim to build long-term relationships, not one-time transactions.

At its core, influencer marketing is all about brands engaging and developing relationships with individuals—individuals who have relevant topical expertise, reach, and resonance that aligns with the goals of the brand. But strong, lasting relationships aren’t built in a day.

We’re big believers in growing partnerships long before you make your first collaboration ask. But the linchpin of this approach is showing influencers the value a partnership with your brand can bring.

“We’ve scaled back the scope of our engagement activities to focus on developing collaborative relationships with fewer individuals,” Angela Lipscomb, Influencer Relations Manager for SAS, shared.  “That means that sometimes we focus on influencers who may not have the largest reach, but have greater engagement and subject-matter authority and the ability to inspire.”

“I want to get to know what makes that person tick, and how SAS can be of help to the influencer, and not just how they can be of value to us,” she added.

[bctt tweet="We focus on influencers who may not have the largest reach, but have greater engagement and subject-matter authority and the ability to inspire. @angelalipscomb" username="toprank"]

Read: Why Always-On Is Always Better for Driving B2B Influencer Marketing Success

Do Your Homework, B2B Marketers

Your brand, industry, product or service, and audience are undeniably unique—and influence varies. Furthermore, it may be easier than ever to give the perception of influence. (Here’s looking at you fake follower counts.)

As a result, you need to look beyond metrics to qualitative indicators to get to know prospective influencer partners. You need to keep relevance top of mind. You need to consistently be vetting and refining your list of partners and prospects. And you need to put effort into building relationships, rather than engaging in a one-time transactions if you want to scale.

Want more B2B influencer marketing insights? Get inspiration and insight on Influencer Marketing 2.0 from our own Lee Odden.

The post Do Your Homework: Selecting the Right Influencers for Your B2B Brand With Tips from the Experts appeared first on Online Marketing Blog - TopRank®.

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3 Image Tools for Marketers on a Budget

Do you need to create professional-looking images for your social media marketing? Looking for mobile and desktop tools to help? In this article, you’ll discover three affordable image design tools for marketers. #1: Create the Perfectly Sized Image for Every Social Network Over (available for iOS and Android) is a powerful image tool that lets […]

The post 3 Image Tools for Marketers on a Budget appeared first on Social Media Marketing | Social Media Examiner.

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