You want it so bad that it dominates your waking thoughts. You’re even afraid to say it out loud, in case you sound plain crazy: “I want to make a living as a writer.” (You can just imagine the snorts and smirks from family and friends.) But it’s true — you’re no closer to reaching(...)Read More »
Here’s the honest truth: You’re busy and finding the time to be not only efficient but effective is a constant struggle. Recent research from MarketingProfs has found that B2B companies plan to increase digital marketing budgets by 12 – 15% year over year. But are the funds being invested in the right place? A healthy [...]
The post 100+ Digital Marketing Tools to Help You Become A More Effective Marketer appeared first on Online Marketing Blog - TopRank®.Read More »
Unsure if your business can benefit from Snapchat or Instagram? Wondering how other business-to-business (B2B) companies make use of these platforms? There’s no reason to limit B2B social media marketing to LinkedIn and Twitter. In this article, you’ll discover four ways you can use Snapchat and Instagram for business. #1: Attract New Talent The workforce [...]Read More »
What do bear costumes, “artisanal” moustache wax and protecting the grandmas of the world from shady marketing tactics have in common? CRO Day 2016, of course: a full day of online events dedicated to upping your optimization game. And if you missed it (or you were there, but not sufficiently caffeinated), don’t fret — we recorded it for you. Every. Last. Gold. Nugget.Read More »
If you’re interested in influencer marketing, let’s do a little thought exercise:
Imagine being invited to a party full of influential people. The moment you walk through the door, you approach the first famous face you recognize and say, “Hey, I just met you and this is crazy, but can you help me move this weekend?”
Imagine the stunned silence…the sideways glance…the “And you are…?” that is sure to follow. The hardest thing to imagine would be that strategy succeeding.
In real life, we take time to get to know someone before asking them for a favor. We take an interest in them as a person. We try to do something nice for them. After a good long time, we might lay a big ask on them—once we could make a compelling case for doing so.
All of this is a no-brainer in real life. It’s instinctual. Yet many marketers are asking influencers to help them load a moving van before they’ve even been introduced.
Why not apply what we instinctively know about relationship-building to influencer marketing?
You’re Invited to an Influencer Marketing Brunch…
Our friends (and clients) at Traackr are dedicated to helping marketers improve their influencer marketing—to create relationships that are meaningful, lasting and mutually beneficial. They wanted to demonstrate how IRL (in real life) social skills could translate to influencer marketing.
So, with our help, they invited influencers and brands that rock influencer marketing to get together. In person. To hang out. They met over brunch to exchange ideas, offer their expert perspectives, and contribute to the conversation in a new eBook.
The eBook is called Influencer Marketing in Real Life. It’s a series of organic discussions of influencer marketing from both sides of the equation, illustrated with some pretty spectacular pictures of the event:
And Global Content Marketing author Pam Didner sharing intel with Toprank Marketing President Susan Misukanis. It was a pretty impressive gathering of people who have a proven influencer marketing track record. While we can’t all kick back and sip mimosas with top influencers, we can still listen in on the conversation and learn.
Here are a few insights I discovered in Influencer Marketing in Real Life:
#1: Make Sure You’re a Match
Influencers are looking for brands with a relevant message, compatible point of view, and intriguing new audience to explore. Brands are seeking influencers who are knowledgeable about the brand’s subject of interest and influential with a particular kind of audience.
Shared values and goals are important as well as appreciation for the work, whether it's through recognition, compensation or a combination of the two.
Lee Odden, TopRank Marketing CEO
It’s worth taking the time to see if you’re a good fit before reaching out to an influencer. Just like in real life—there are super cool people out there you may admire, but if they hate camping and you go camping every weekend, it’s going to be hard to hang out together. No harm, no foul—just find someone else to share your tent.
#2: Identify Internal Influencers
Sometimes the most influential subject matter experts aren’t out in the wild. Rather, they’re right inside your company. If you are one of those experts, let it show. Keep a blog. Engage on social media. Post on LinkedIn Pulse. When you build up a body of work, bring it to the marketing department and see where there are opportunities to demonstrate your expertise.
If you’re looking for internal experts, seek out the people who are going places but haven’t got there yet. “It’s likely easier to get a meeting with a senior director than securing time with a VP,” Tim Washer says. Start the relationship early and let it bloom as they advance through the ranks.
#3: See if Your Audiences are Compatible
In addition to compatible goals and point of view, influencers and brands need to make sure their audiences are mutually compatible. Will the influencer content resonate with the brand’s audience? Will the influencer’s audience warm to the brand? It’s a delicate chemistry—and it’s vital to make sure the relationship will work for everyone before you invest in a relationship.
#4: Build & Maintain Relationships
Here’s where the “IRL” theme really comes into play. How do you build relationships in real life? You invest time in getting to know the person as well as you can. You discover shared interests. You use what you’ve learned about them to be useful, delightful, or both. Generally, you let them know you care.
All of these steps are part of forming relationships with influencers. Odds are your influencers are people (unless they’re a trench coat full of cats), which means they appreciate thoughtful comments, helpful gestures, even the occasional gift out of nowhere. As Ann Handley puts it, “Sweating the small things about influencers you want to work with signals that you care about relationships, not transactions.”
Listen in on the Conversation
The discussion in Influencer Marketing in Real Life covers each of the above points in detail, straight from the people who are either sought-after influencers, or marketers who successfully form relationships with influencers. After these first steps, the book goes deep into advanced influencer relations—how to co-create content, maintain enthusiasm, and even how to navigate compensation.
It’s a lot like sitting in the corner of a room full of brilliant influencers and marketers, soaking up the conversation. Only in eBook form. The plus side is you don’t have to put on pants. The down side is you have to supply your own cocktails.
The team at TopRank Marketing was proud to work with Traackr on this deeply groovy, seriously informative eBook. And I’m pleased to recommend it to anyone looking to get real with their influencer marketing.
Download Influencer Marketing in Real Life for much, much more.
The post [eBook] Influencer Marketing: It’s Time to Get Real appeared first on Online Marketing Blog - TopRank®.Read More »
Is your company wondering where to allocate its advertising budget? Are you on the fence about whether jumping into social media advertising is worth it? New research shows that for the first time, digital and social media ad spending has surpassed that of TV. Marketers everywhere may revisit their strategies, leading to big changes in [...]
This post Social Ad Spend Surpasses Television: New Research first appeared on .
- Your Guide to the Social Media Jungle
Homepage Optimization: 5 Marketing blind spots that inhibit conversion (and how you can correct them)
In this video, Flint McGlaughlin talks about the blind spots inherent in the InnocareHealth homepage, and how to correct them.Read More »
With the average professional sending and receiving 122 emails per day, it’s getting harder and harder to get heard. In order to cut through the noise, you need to send customers smarter emails, not more emails. This is why we’ve come up with six tips that will help you focus on making your customers love your emails while increasing your conversions.Read More »