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Online Marketing News: State of Digital Marketing, New Geostickers & Top B2B Channels

SEJ Annual Report: State of Digital Marketing 2017
Search Engine Journal conducted their annual study and found some fascinating statistics. For example, 42% of respondents allocate almost all of their digital budget to PPC and display advertising, and 62% of marketers surveyed listed Facebook as their preferred social platform. Search Engine Journal New Geostickers in Instagram Stories for New York City and Jakarta
If you are using Instagram in New York or Jakarta, you may have noticed a new feature – Geostickers. When you take a photo, you can click on the sticker icon and the Geostickers will appear. This is coming from a long line of changes Instagram is making that look — probably non-coincidentally — a lot like Snapchat. Instagram The Top Digital Channels for Generating B2B Leads
New research from DemandWave showed that 95% of B2B marketers are using social media, 93% are using email and 91% are using organic. Interestingly, 73% said email was their top driver of leads, followed by 70% who said organic and 55% that said social media. MarketingProfs Facebook Is Giving All Advertisers Cross-Platform Stats in Its Latest Push for Transparency
Facebook’s measurement department, comprised of some of the old Atlas team, has created a measurement dashboard that allows marketers to see cross-network stats to help them analyze their Facebook and Instagram campaigns, along with ads that run on Facebook’s publisher partner sites. AdWeek Prove Your Impact: The 2017 Digital Marketing Analytics Performance Report
A new study from TrackMaven shows insights into social network engagement and audiences, top-of-funnel blog content, PR performance, and overall website health by industry. TrackMaven Google rolls out free Data Studio globally, improves filters & other features
Marketing Land reports: Google has now rolled out the free version of its reporting tool, Data Studio, globally and made several improvements to the tool, including filters and analytics segments.” Marketing Land Twitter Hears Advertisers: ‘We Want to Buy Like We Do on TV’
According to Advertising Age, “Twitter is now offering some advertisers guarantees on video ads, a step of maturation for the company that makes its ad product similar to a TV-style buy.” Pre-roll ads will be counted according to Media Ratings Council standards, and Integral Ad Science and third parties like it are confirming the results. Ad Age A new Google tool actually lets you search videos for specific objects
Google released their new Cloud Video Intelligence tool that allows users to search one or more videos using keywords and get a list of results that detail where in the video you can find objects relevant to your search. Mashable What were your top news stories of this week? We’ll be back next week with more top online marketing news stories! Have something to share? Tweet it to @toprank.

The post Online Marketing News: State of Digital Marketing, New Geostickers & Top B2B Channels 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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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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