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Your Marketing Should Make Your Prospects Say “AHA!,” Not Just “Yes”

At MarketingExperiments, we throw around a term a lot when we create content.

That term is “aha.”

I think it’s an extremely helpful term for marketers to understand and employ in their marketing.

But before I explain why it’s helpful, I want to first identify a serious problem in the world of marketing.

Often, even here at MarketingExperiments with our micro-yes inverted funnel, we are simply content to get a “yes” from our potential customers. A “yes” generally means a sale, a lead or a click, depending on where your realm of responsibility lies.

 

But what we don’t always get when a customer says “yes” is the maximum intensity of that “yes.” This translates ultimately to less momentum through the customer lifecycle, which translates to a lower lifetime value of a customer, which translates to lower revenue in the long term.

If you’ve ever bought a product that you needed because it was the lesser of two evils, you know exactly what I mean.

Cable companies are great examples of this. In most cities in the U.S., there are only one or two cable providers. Because Americans can’t live without their favorite programs, they buy a cable package filled with channels they don’t need and constantly deal with terrible customer service. The cable company got a “yes,” but it’s a low intensity “yes.”

The first opportunity most of those customers get to jump ship, they will.

While no one is really thinking this way, our job as marketers should not just be to get a “yes”; it should be to get the highest intensity “yes” possible for our particular product/service mix.

How do we ratchet up the intensity of a customer’s “yes?”

That’s where “aha” comes in.

 

What is “aha”?

Unlike the rest of the English-speaking world, when we say it around the offices here at MarketingExperiments, we don’t use it as an exclamation. We use it as a noun.

It’s the thing that produces the exclamation “AHA!” — not the exclamation itself.

“Aha,” for us, is a quality that we seek to embed into all of our content. The more “aha” (the noun) your content has, the more likely your audience is to say “AHA!” (the exclamation).

If they don’t actually say it, you want them to at least feel it. It usually feels like a “yes” but with a rush of endorphins.

It’s the same thing you feel when you hear a great line in a song, read an incredible piece of poetry or listen to Dr. Martin Luther King’s “I have a dream speech.”

Of course I’m not comparing our content to the world’s great speeches, poems and songs, but we nevertheless want to produce a similar kind of physical reaction in our audience.

Flint McGlaughlin, Founder and Managing Director, MarketingExperiments, often quotes Peter Drucker who said “adequacy is the enemy of excellence.”

Flint also often says that everything in sales and marketing is “increasing the probabilities” of conversion. In other words, we cannot make decisions for people. All we can do is increase the probability of a decision in our favor.

I want to argue that increasing these probabilities has everything to do with increasing “aha” in our marketing collateral.

In my next post, I’ll show you what I mean with real world examples and give you a framework to think about “aha” as it relates to increasing the intensity (and therefore the probability) of a customer saying “yes” to your offer.

In the meantime, what do you think? Let me know in the comments.

 

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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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