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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.

How to Create 4 Facebook Custom Audiences That Convert

Want better Facebook ad results? Do your Facebook ads reach the right people at the right point in the customer journey? In this article, you’ll learn how to develop Facebook audiences for cold, warm, and hot prospect targeting and deliver ad creative that reaches hot prospects who abandon their carts mid-purchase. To learn how to […]

The post How to Create 4 Facebook Custom Audiences That Convert appeared first on Social Media Examiner | Social Media Marketing.

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Tiktok’s influencer culture: What makes it stand out and how you can join in

If you still haven’t adopted TikTok as a way of life, what are you waiting for? The popular app may be the topic of Read more...

This post Tiktok’s influencer culture: What makes it stand out and how you can join in originally appeared on Sprout Social.

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B2B Marketing News: Top Channels for B2B Audiences, Podcasts Soaring, Smartphone Video Rules for Millennials

The post B2B Marketing News: Top Channels for B2B Audiences, Podcasts Soaring, Smartphone Video Rules for Millennials appeared first on Online Marketing Blog - TopRank®.

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Advanced Facebook Audience Targeting for eCommerce Businesses

Want to do advanced Facebook ad targeting? Looking for tools to make it easier to track custom events on Facebook? To explore how eCommerce businesses can use advanced Facebook ad targeting, I interview Miracle Wanzo on the Social Media Marketing Podcast. Miracle is a Facebook ads expert and co-founder of Discovery Marketing, a Facebook ads […]

The post Advanced Facebook Audience Targeting for eCommerce Businesses appeared first on Social Media Examiner | Social Media Marketing.

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8 Home Office Essentials That’ll Supercharge Your Productivity

With a laptop and a good Internet connection, you can work from almost anywhere. The world can be your office. But, if you want to get the most out of working …

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The post 8 Home Office Essentials That’ll Supercharge Your Productivity appeared first on Smart Blogger.

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New Features and Sneaky Techniques to Boost B2B Marketing Engagement on LinkedIn

The post New Features and Sneaky Techniques to Boost B2B Marketing Engagement on LinkedIn appeared first on Online Marketing Blog - TopRank®.

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Strengthen your competitive analysis strategy with social listening

There is a universal (and obvious) truth in business: in order to win, you need to beat the competition. And in order to beat Read more...

This post Strengthen your competitive analysis strategy with social listening originally appeared on Sprout Social.

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10 Simple steps for a smoother work vacation (with template)

If you’re part of a busy team at work, preparing for vacation can be a huge drag. Ironic, right? However, the rate at which Read more...

This post 10 Simple steps for a smoother work vacation (with template) originally appeared on Sprout Social.

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For Successful B2B Marketers The Engine of Influence is Always On #B2BIMReport

B2B Engine of Influence Always On

B2B Engine of Influence Always On

As the need for B2B brands to reach and connect authentically with customers rises, B2B influencer marketers are evolving from transactional and intermittent campaigns to more relationship driven, Always-On Influencer engagement programs as our research from the 2020 State of B2B Influencer Marketing report found:

  • 19% are piloting
  • 25% run periodic campaigns
  • 34% use an Always-On approach

Transactional campaign approaches are hard pressed to develop brand loyalty and advocacy. That's why, with 84% of B2B marketers focused on building brand awareness with their influencer marketing efforts, that ongoing influencer engagement has become essential for creating vested relationships that inspire more qualitative activations and brand advocacy.

The Engine of Influence needs to run ongoing in order to win relationships with the most trusted voices. Our findings amongst B2B marketers have found several interesting insights when it comes to an Always-On approach to influencer relations compared to campaigns, the best practices followed and what Always-On influence in action really looks like.

60% of B2B marketers who use Always-On Influencer Marketing programs are very successful vs. 5% who only use periodic campaigns.

Influencer Marketing is a Relationship Business

Distractions and competition for attention with B2B customers are at an all-time high. At the same time, B2B marketers are challenged to find the right strategies to maximize resources and marketing impact. Our research found that 76% of B2B marketers find the strategy of working with influencers through Always-On engagement or a combination of Always-On and campaigns, delivers results.

In the world of business, many decisions are made based on emotion, brand strength and the trust of expert voices. B2B marketers who build relationships with trusted experts understand the value of having brand advocates engage authentically with hard to reach audiences that increasingly discount brand communications. An Always-On approach to influencer marketing provides a framework for finding, engaging and elevating relationships with those very experts that customers trust and want to hear from.

The Always-On Imperative for B2B Brands

In today’s uncertain environment, brand reach and credibility are more important than ever. Some of the top B2B brands in the world have invested in developing communities of industry experts through Always-On influencer marketing that they can count on for social engagement, event activations, and brand advocacy.

Our research found that B2B marketers using an Always-On influencer marketing strategy are seeing important benefits including:

  • 75% Increased views of brand content
  • 60% Increased share of voice
  • 55% Increased media mentions of brand
  • 50% Increased brand advocacy

Buyers want to trust the brands they work with and with brand trust at a low, it’s important for B2B companies to invest in relationships with credible experts that buyers do trust.

Garnor Morantes Always-On Influence Quote

Being "always-on" has allowed our team to build meaningful relationships with influencers. This approach means that the relationship ceases to be "transactional" (what can you do for us) when we're in a state of ongoing activity. Because of this foundation, we are in a situation where, when urgency strikes, we've been able to immediately activate influencers, whether it be for private, direct, unfiltered feedback and consult, or for external, public-facing advocacy and amplification. B2B brands would be wise to adopt an always-on influencer engagement approach as they look to build true brand advocates.
Garnor Morantes, Group Marketing Manager, LinkedIn

To learn about how LinkedIn built trust and advocacy with Always-On Influence and achieving promising results including:

  • Nearly 2,000 brand mentions by influencers and their networks
  • 84M in potential reach from brand mentions by influencers
  • 200-450% above benchmark engagement on one social influencer activation

see this Always-On Influencer Marketing case study.

How Always-On Influence Drives Marketing Results

Alway-On Influencer Marketing is the practice of ongoing relationship building, engagement and activation of a specified group of influencers to build community, content and brand advocacy that is of mutual value to the brand, its customers and the influencers.

From a confidence standpoint, 94% of B2B marketers using an Always-On influencer engagement strategy believe influencer marketing will grow in importance over the next 12 months vs. 73% of marketers who focus on campaigns.

That confidence is reflected in marketing budgets as well. 89% of B2B marketers implementing Always-On influencer programs expect their budgets to increase or remain the same vs. 73% for marketers running campaign based programs. 28% Always-On influencer programs spend more than $100,000 per year vs. 8% for marketers running campaigns.

Always On Influencer Marketing is a strategic approach to creating communities of trusted experts that is relationship and content focused.

Those relationships are nurtured over time through ongoing engagement and activations that create value for buyers, the brand and the influencers – it is truly an “everybody wins” approach to marketing.

Then Engine of Influence is Always-On

Influencer Marketing is a relationship business and an Always-On influencer engagement strategy helps B2B brands turn those connections with trusted experts into marketing results.

60% of B2B marketers who use Always-On Influencer Marketing programs are very successful vs. 5% who only use periodic campaigns.

Always-On Influencer Marketing elevates influencer engagement from mechanical to meaningful, from transactional to relationship focused. As a result, brands like LinkedIn are able to activate their community on-demand. “When urgency strikes, we've been able to immediately activate influencers,” says Garnor Morantes of LinkedIn,”B2B brands would be wise to adopt an always-on influencer engagement approach as they look to build true brand advocates.”

An Always-On Influencer Marketing strategy creates a win for everyone. With a framework that goes beyond influencer content marketing campaigns to partnering with industry experts to drive conversations and advocacy, an Always-On approach builds brand awareness, and inspires customers to trust and engage with the business.

This post is an excerpt from the 2020 State of B2B Influencer Marketing Report. To learn more about the current state of B2B Influencer Marketing, including strategies, tactics, challenges, software, operations, integration and predictions for the future, access our new report here.

B2B Influencer Marketing Report 2020

The post For Successful B2B Marketers The Engine of Influence is Always On #B2BIMReport appeared first on Online Marketing Blog - TopRank®.

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6 New Rules for B2B Marketing in the COVID-19 Era

B2B Marketing Rules Covid-19

B2B Marketing Rules Covid-19
I was supposed to go to an Alanis Morissette concert this July. When the pandemic hit hard in March, I wasn’t ready to cancel my ticket yet. Surely,
surely we would have it sorted in time for an outdoor concert four months from now. I held out hope. Then, in June, she rescheduled for July, 2021. And now I’m wondering if that will be enough time.

Isn’t it ironic? 

Don’t you think?

All of which to say: This pandemic has been around for longer than we thought it would, and is looking to linger far longer than we would like. What seemed like a brief, surreal interlude to be gotten through has now become a reality to live with, at least for the time being.

As B2B marketers, we need to reassess how we are adapting our marketing to our buyers’ current situation. We’re no longer scrambling to cobble together short-term fixes — we need to be out of reaction mode and into strategic planning mode.

Our marketing agency has been helping clients revise their marketing plans for months now, from messaging and audience to tactics and measurement. Here are a few rules we’ve picked up that other marketers should follow:

6 New Rules for B2B Marketing in the COVID-19 Era

Rule #1: Always Be Relevant

Okay, this is less a NEW rule than a timely reminder. I’m sure most marketers who read our blog (as smart, skilled and beautiful as you are) don’t need to hear it. But just in case: You should never come to an audience without something of value.

Corollary: “Something of value” can not equal “Knowledge of how our product/solution can improve your life.”

People are distracted and stressed. They’re dealing with a new crisis every day. They’re spending way more time with their children than is psychologically healthy. And they have more content than ever before to occupy their free time. If you’re asking for their attention, you must reward it. Be entertaining, be useful, be both if you can. [bctt tweet="'Be entertaining, be useful, be both if you can' in your #B2B content marketing, says @nitewrites." username="toprank"]

After you deliver, then you can ask for a next step. But make sure your content is intrinsically valuable.

Rule #2: Encourage Interaction

The pandemic lifestyle is, to put it lightly, isolating. Who would have thought you could miss hearing co-workers rock in their chairs, play music a little too loud, or bump into you in the hallway? Most of us are craving social interaction.

If you’re used to broadcasting with your content, it’s time to consider how you can start conversations. How can you interact with your audience on a human level? How can you encourage them to interact with each other, too? Think how much your audience would value a lively, thought-provoking conversation with their colleagues and peers.

You can encourage interaction with content in a few easy ways:

  • Host a LinkedIn Live chat
  • Run a Twitter chat
  • Sponsor a topic-themed chat in a video conferencing app
  • Run an interactive webinar

In general, look for ways you can call out a subset of your audience and get them talking, both to each other and to your brand representatives. We can all use a little more social interaction right now.

Rule #3: Keep Messaging Empathetic

I don’t know about you, but I cringe every time I see an ad about something “going viral.” We are 6 months into a viral pandemic and marketers are still running ads about going viral! How can this be? 

This is just one example of how completely innocuous messaging pre-COVID can seem tone-deaf now. Does your content have an anecdote about a dinner party with 15 people? Does your header image feature a crowd of people? Are you talking about “going into the office” or “thinking about this on your commute?” If so, you’re alienating your audience.

Not every piece of content has to be about the pandemic, or being nostalgic for the world that once was. But there needs to be a baseline of empathy: Working from home, social distancing, and mask-wearing are all facts of everyday life.

Rule #4: Experiment with Formats

In the time before the pandemic, we all spent hours looking at screens every day. It’s just there were different screens, in different environments. It was easier to differentiate between the office and home, work and play. Now, our surroundings are homogenous throughout the day — and the content we consume feels same-y, too.

Think about content fatigue as you plan your calendar. Is your audience looking for another wall of text? Do they want to look at another grid of talking heads? 

Our agency is finding more success right now with multimedia, interactive content. Our B2B Influencer Marketing report is an example. The content includes case studies, influencer participation, and original research, presented in an animated, dynamic way.

Essentially, keep in mind that idea of efficiently delivering value. Can your blog post be a quick video or audio interview instead? And can that video be five minutes long instead of 10?  [bctt tweet="Can your blog post be a quick video or audio interview instead? And can that video be five minutes long instead of 10? says @nitewrites." username="toprank"]

Rule #5: Collaborate on Content

For me, one of the stranger elements of pandemic life is learning how similar I am to everyone else. I had an urge to do puzzles in March — all the stores were sold out. I wanted to make bread in April — the stores ran out of flour. In May, everyone bought bikes. 

Right now, every B2B business is missing their trade shows and in-person demos. So most of them are doubling down on content. The best way to differentiate your content is to bring your audience voices they can’t hear anywhere else.

Co-create content with influencers. Feature subject matter experts in your organization. Tap your current and prospective customers to get their take. The more voices you can bring to your content, the more it will stand out to your audience.

Rule #6: Re-Align Measurement with Current Goals

Per rule #1, people are less interested in promotional content right now. Businesses may have put their purchasing plans on hold, or at least tightened budgets. Marketing’s chief goal right now is likely to be establishing brand credibility, creating thought leadership content, and building relationships for the future.

As your goals change, your measurement must change as well. You can’t measure an awareness campaign in SQLs, or relationship-building in number of demo requests received. That doesn’t mean giving up on measurement or accountability — it just means making the metrics match your goals. For example, you could measure:

  • Brand share of voice
  • Email/Blog subscribers
  • Social media audience/interactions
  • Content consumption metrics (time on page, scroll depth, links clicked)
  • Content resonance (backlinks and social shares)

How New Are These Rules?

So here’s the $100,000 (adjusted for inflation) question: At what point should you stop producing relevant, interactive, empathetic, dynamic and collaborative content? When can you heave a sigh of relief, stop listening to your audience, and start broadcasting promotional messages?

When you put it that way, it’s obvious: These rules are best practices for content no matter what’s going on in the world. The pandemic didn’t create the need for these rules; it just amplified how crucial they are. Back in January, we might have had the luxury of ignoring one or more of them. Now we have the joyous necessity of being forced to do better.

And that’s the good news: Making your marketing better for the pandemic will make you a better marketer now and for whatever comes next.

Need help creating content? We’re here for you.

The post 6 New Rules for B2B Marketing in the COVID-19 Era appeared first on Online Marketing Blog - TopRank®.

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