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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.

5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

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4 Ways to Use TikTok for Business

Wondering how to use TikTok for your business? Looking for tips to increase your TikTok success? In this article, you’ll discover four ways your business can succeed on TikTok. Is Your Audience on TikTok? TikTok is the newest trend in social media with more than 1.5 billion downloads on the App Store and Google Play and more than […]

The post 4 Ways to Use TikTok for Business appeared first on Social Media Marketing | Social Media Examiner.

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Conclusions Precede Decisions: Two case studies that teach the most effective way to amplify conversion

Flint McGlaughlin explains how to improve the content and presentation of an observation set to get better conversion results.

The post Conclusions Precede Decisions: Two case studies that teach the most effective way to amplify conversion appeared first on MarketingExperiments.

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Your guide to Pinterest ad targeting success

A huge part of social media advertising is making sure you’re targeting the right audience. Each social media platform has their own targeting capabilities, Read more...

This post Your guide to Pinterest ad targeting success originally appeared on Sprout Social.

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How Influence and SEO Can Drive Customer Experience

The post How Influence and SEO Can Drive Customer Experience appeared first on Online Marketing Blog - TopRank®.

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How to Use Facebook Ads to Generate Sales and Leads Quickly

Do you need to accelerate your sales or leads? Have you considered using Facebook ads to meet your objectives? In this article, you’ll learn how to create Facebook ad campaigns that can greatly increase your chances of success. #1: Create Hot and Super-Hot Facebook Website Custom Audiences With the advertising goal of generating fast results […]

The post How to Use Facebook Ads to Generate Sales and Leads Quickly appeared first on Social Media Marketing | Social Media Examiner.

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Ads Coming to IGTV: What It Means for Marketers and Creators

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 this week’s Social Media Marketing Talk Show, we explore Instagram’s upcoming monetization program for IGTV and updated tools with special guest, Jenn Herman. We’ll also discuss […]

The post Ads Coming to IGTV: What It Means for Marketers and Creators appeared first on Social Media Marketing | Social Media Examiner.

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Social Spotlight: Square and The Power of Focus

Welcome to the Social Spotlight, where we dive deep into what we love about a brand’s approach to a specific social campaign. From strategy Read more...

This post Social Spotlight: Square and The Power of Focus originally appeared on Sprout Social.

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Digital Marketing News: Record Influencer Spending, Google’s Gmail Shopping Ads, Pinterest’s Verified Merchant Program, & Twitter Engagement Stats

2020 February 14 MarketingCharts Chart

2020 February 14 MarketingCharts Chart

Facebook Adds 'One-Time Notification' API to Messenger for Business
Facebook has given marketers new options for contacting consumers who have agreed to notifications, with the release of an API token system that will enable expanded brand-to-customer contact choices, the social media giant recently announced. Social Media Today

Twitter says ad tech and product updates will improve direct response advertising
Twitter saw fourth quarter advertising revenues climb by some 12 percent to $885 million, with monetizable daily active users (mDAUs) up 21 percent to 152 million, and pointed to several updates that it expects to continue bringing better direct-response ad revenue, the firm recently reported. Marketing Land

Top Twitter Stats for 2020 [Infographic]
Twitter's ad engagement rates rose by 23 percent, with video ads on the platform coming in some 50 percent cheaper in cost-per-engagement, two of many statistics of interest to digital marketers contained in recent Hootsuite infographic data. Social Media Today

Facebook Is Killing Off Its Web Supply In Audience Network – And Don’t Be Surprised If It All Shuts Down
Facebook has announced that it is phasing out mobile web publishers in its Audience Network. Shuttering one of its low-performing formats may have been driven by the shift away from browser cookies, as Facebook and other social platforms look to alternate forms of ad tracking. AdExchanger

Pinterest shares surge as revenue, user adds beat estimates
Pinterest announced fourth-quarter revenue increases up 46 percent to $400 million and an accompanying 26 percent increase in monthly active users, as the image-focused platform also announced plans to launch its own Verified Merchant Program. Reuters

New Research Shows Facebook Still Holds Sway With Millennials and Gen Z [Infographic]
Facebook has remained the most popular social platform among Millennials, with some 77 percent using it daily, while 64 percent of the demographic have their purchasing behavior influencer by the YouTube influencers they follow — two of several statistics of interest to digital marketers in newly-released survey data. Social Media Today

 February 14 Statistics Image

Google is Expanding Shopping Ads to Gmail
Google announced that it plans to offer a new variety of ads targeting Gmail users. Beginning March 4, Google's Product and Showcase Shopping ads will get the ability to run on Gmail, the search giant recently revealed. Search Engine Journal

56% of marketers think AI will negatively impact branding in 2020, study says
The effect artificial intelligence (AI) has on branding is largely seen in a negative light, with 56 percent of marketers expressing fear that the technology could lead to the loss of jobs and lower creativity, while an even higher number — 77 percent — also expressed at least some level of concern over the use of AI with branding efforts. Marketing Dive

Instagram Adds New Listings of 'Least Interacted With' and 'Most Shown in Feed' in Following Tab
Instagram's "following" section received a new listing that shows those accounts a user interacts with the least, the Facebook-owned platform recently announced. The new interaction data could help digital marketers discover those users prime for increased engagement efforts. Social Media Today

US Online Media Spend in 2019 and the Outlook for 2020
Continuing on from a strong 2019 online media spend of $145.3 billion in the U.S., 2020 is expected to top $166 billion, an increase of more than 14 percent, along with a record $3.4 billion for influencer spending, according to new forecast report data from MarketingCharts. MarketingCharts

ON THE LIGHTER SIDE:

2020 February 14 Marketoonist Comic

A lighthearted look at 7 types of LinkedIn requests by Marketoonist Tom Fishburne — Marketoonist

The 10 Best Super Bowl Ads of 2020 — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Nick Nelson — What’s Trending: It’s the Thought that Counts — LinkedIn (client)
  • Lee Odden — How To Curate Social Media Content Like A Professional — Three Girls Media
  • Lee Odden — Best Practices for Buyer Personas, Influencer Marketing, and Demand Generation in 2020: Key Takeaways from the Digital Branding Summit — Webbiquity
  • TopRank Marketing — 30 B2B Content Marketing Statistics Everyone Needs to Know — Trade Press Services

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

Thank you for taking the time to join us, and we hope you will return again next week for another selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don't miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Record Influencer Spending, Google’s Gmail Shopping Ads, Pinterest’s Verified Merchant Program, & Twitter Engagement Stats appeared first on Online Marketing Blog - TopRank®.

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YouTube Stories: Success Tips From a Top YouTuber

Do you want to connect more often with your YouTube subscribers without releasing a full video? Are you taking advantage of YouTube’s Stories and Community tab features? To explore how to use YouTube Stories and the YouTube Community tab, I interview Evan Carmichael on the Social Media Marketing Podcast. Evan is a successful YouTuber with […]

The post YouTube Stories: Success Tips From a Top YouTuber appeared first on Social Media Marketing | Social Media Examiner.

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