B2B Influencer Marketing Activation - Lee Odden
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The document discusses best practices for B2B influencer marketing. It provides information on identifying influencers using tools like BuzzSumo, recruiting them to create co-branded content, and amplifying the content through influencer social media networks. A successful influencer marketing program involves ongoing measurement of engagement and optimization of the influencer relationships.
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B2B Influencer Marketing Activation - Lee Odden
- 3. @toprank @leeodden @TopRank: Content, Influencer, SEO Specialists
- 5. @toprank @leeodden Influencer Marketing Confidence 65% of brands par3cipate in influencer marke3ng eMarketer 59% of marketers will increase influencer marke3ng budgets in the next 12 months Tomoson
- 6. @toprank @leeodden Influencer Engagement Opportunities q Product Launch q Event Promo/on q Brand Awareness q Product Adop/on q Community Building q Crisis Management q Partnerships q Content Crea/on q Publicity / PR / Media q Content Cura/on q Product Development q Compe//ve Analysis q Lead Genera/on q Advocacy q Referrals q Indirect Sales
- 7. @toprank @leeodden So Why Are Companies Doing These Things? ü Irrelevant offers ü Too much too soon ü Shoot first, ask later ü Bait & switch ü Making it difficult ü Lack of expecta3ons
- 10. @toprank @leeodden Content Planning Customer Segments Inform Personas Map Topics/ Keywords to Buying Cycle Map Influencers to Content Optimized Content Plan (New): Site, Blog, Social Profiles & Networks Off Site Content: Guest Posts, Byline Articles, Content Objects (eBooks, Infographics, Video, Reports, Guides) Content Amplification Attraction & Promotion Social Profile Alignment: Messaging, Keywords Influencer Content Promotion Optimize Social Connections: Google+, Authorship, Twitter, Facebook, LinkedIn, YouTube, Flickr Blog Optimization: Search, Social Shares Social Network Engagement Social Channel Promotions Measurement & Optimization SEO KPI Measurement: Ranking, Referred Organic Traffic Keywords, Links, Share of Search Results Social KPI Measurement: Brand + Keyword Mentions, Social Referred Traffic, Engagement, Social Citations, Sentiment, Share of Conversation Content KPI Measurement: Page views of Target Content, Actions from Target Content, Shares, Engagement, Links Influencer KPI Measurement: Promotion, Reach, Engagement, Share of Voice, Sentiment, Tracked Referrals, Leads, Sales. Network Engagement, Shares, Referrals, Leads, Sales Audits Keyword Audit, Difficulty & Glossary Content & Digital Assets Audit Tech SEO Audit External Link Audit Social Media Audit Competitive Audit Internal and External Influencer Advocates Program Implementation Keyword Mapping to Content Content Creation Influencer Co- Creation, Curation, Repurposing Content Optimization WMT Crawl, Page Speed, Structured Data, HTML/Code, URLs, Internal Links External Link Signal: Acquisition, Reclamation, Disavowal Digital Asset Optimization: Image, Video, Audio, MS Office Docs, PDFs Identify program objectives Research market, competition, current situation Develop integrated strategy Research audience goals Define target audience segments Research topics, keywords, messaging themes Influencer Research Research & Strategy Integrated Influencer Content Workflow
- 11. @toprank @leeodden 3 Use Cases for B2B Influencer Content Microcontent Campaigns Community Short form quotes, 3ps or insight from individual influencers added to brand content assets. Longer form content contributed by individual influencers oVen as part of a larger campaign. Dedicated group of influencers that contribute a variety of short and long form content for brand communica3ons.
- 15. @toprank @leeodden The Science of Influencer Content Theme Analyze Insights Iden3fy Qualify Recruit Tips/Quotes Interviews Infographic Social Shares Social Graphics eBook(s) Audio/Video Collect Create Publish Pitch Promote Repurpose Events Audience Brand Goals Email Phone/Skype Forms Website Brand Blog Content Marke3ng Brand Socnets Influencers Social Ads/PPC Email Industry Blogs Industry Media Influencer Blog Iterate/Op3mize Medium LI Pulse Modular
- 16. @toprank @leeodden The Art of Influencer Content Ac/vate Iden3fy Qualify Recruit Co-Create Pick Themes, Collect, Create, Publish Amplify Inspire Sharing Op3mize Socialize Publicize Adver3se
- 20. @toprank @leeodden Let’s Review: Ac/vate Co-Create Amplify Theme/Goal Listen WIIFTI? Relevant In common Engage/Invite Theme/Goal Align Media Make it easy Make it great Theme/Goal Expecta3ons Align Channel Preview Pre-write Last call
- 21. @toprank @leeodden The Ultimate Meta in B2B Influencer Marketing eBook Paired Major Brands and Industry Influencers Ac/vate Co-Create Amplify Citrix Cisco Cleveland Clinic SAP MicrosoV LinkedIn Workfront Dell Oracle HubSpot Marrioj Salesforce Interview: Email Phone In-Person Event at CMWorld Photographer Account Manager Content Manager Designers Copywriters Preview Launch Prewrijen shares Blog posts Brand social Influencer social “Influencer Marke/ng in Real Life” Source: Traackr (client)
- 22. @toprank @leeodden Influencer Marketing at Scale: Tools & Platforms Image: CMO’s Guide to Influencer Technology
- 23. @toprank @leeodden Influencer Marketing Tools. So Hot! Iden3fy Qualify Recruit Manage Engage Measure Op3mize
- 24. @toprank @leeodden Influencer Marketing Specialty Tools @keyholeco @BuzzSumo @followerwonk @Nimble @Zoomph @Ground_Signal @PitchboxApp @socialrank Brand Influencers Tool twijer.com/winfluencermktg/lists/influencer-mktg-tools/ Agency
- 27. @toprank @leeodden Brandwatch - Audiences Search TwiYer Bios or Content: Find Authors: Influencer Score, Followers / Following, Profession, Interests, Common Keywords Trending: Last 24 hours top images, hashtags, stories Segmenta/on: Visualize how your audience is segmented into communi3es based on interac3ons. TopRank Marke3ng receives access to Brandwatch
- 28. @toprank @leeodden Influencer Marketing Marketplaces @intellifluence @SWAY_Marke3ng @fango_me @webfluen3_al @tapfluence @Collec3veBias @Crowdtap @grapevinelogic Brand/Agency Influencers Marketplace twijer.com/winfluencermktg/lists/influencer-marketplaces
- 31. @toprank @leeodden Influencer Marketing Platforms @traackr @scribblelive @onaly3ca @grouphigh @getLijleBird @ShelfInc @MavrckCo @Markerly twijer.com/winfluencermktg/lists/influencer-mktg-plaporms/ Brand/Agency Influencers Mutual Goals
- 36. @toprank @leeodden 6 Steps to B2B Influencer Content Hotness ① Pick Topics & Build the Content Plan ② Iden3fy, Qualify & Recruit Influencers ③ Collect, Co-Create & Publish Content ④ Inspire Content Promo3on ⑤ Measure, Report & Repurpose ⑥ Evolve the Influencer Rela3onship
- 37. @toprank @leeodden 1. Pick Topics & Build the Content Plan What theme or topic are you promo3ng for your brand/product? Map topics to your content plan and where it makes sense to include social influencers.
- 38. @toprank @leeodden 2. Identify, Qualify & Recruit Influencers Brainstorm with your execu3ves, sales & PR Use an influencer search engine (BuzzSumo, FollowerWonk) Import to an influencer plaporm (like Traackr) 1. Match your topics with influencers talking about them. 2. Follow, comment, reply, like, favorite. 3. Find common Interests and invite co-crea3on.
- 39. @toprank @leeodden “Pitch” Email Example • Personalize • Establish credibility and context • Be succinct, get to the point • Tap into ego, aspira3on • Show how easy it is • Illustrate substan3al benefits • Share opportunity and CTA
- 40. @toprank @leeodden 3. Collect, Co-Create & Publish Content
- 41. @toprank @leeodden Content Collaboration Scenarios Brand Created: Quotes Social Content/Shares Short Interview Long Interview Blog Posts, Ebooks Video/Visual Content Events Contributed Ar3cles Contests Influencer Created: Social Content/Shares Product Reviews Blog Posts Videos/Visual Content Event Presenta3ons Webinars Endorsements Co-Created: Twijer Chats Event Panel/ Presenta3on Webinar eBooks/SlideShare Videos/Visual Content
- 42. @toprank @leeodden “Ask” Email Example • Show the specialness of the opportunity • Explain succinctly what to do • Create sense of urgency • Provide an example, template and 3meline • Provide a CTA • Offer to help
- 43. @toprank @leeodden 4. Inspire Content Promotion • Promote on social • Email distribu3on • Cross post • Op3mize for keywords • Inspire influencers
- 44. @toprank @leeodden Ingredients: Extended Content & Reach
- 45. @toprank @leeodden Make Sharing Easy Pre-wriYen short messages for social shares Embed code to include ebook in a blog post
- 46. @toprank @leeodden 5. Measure, Report & Repurpose Convert Reach Search Visibility Social Network Visibility Influencer Promo,on Views & Impressions Traffic Content Distribu3on Media & Blog Placements Brand + Affinity Brand Sen3ment Content Consump/on Page Views Click Through Rate Influencer Interac,on Social Network Size Social Interac3ons Content Interac3ons Comments, Shares Time on Site, Content Paths Through Site Form Data Captured Newslejer Subscrip3ons Demo & Trial Requests New Influencers Contact Us Orders - Order Volume - Order Frequency - Length of Sales Cycle - Revenue Per Order Engage AYract
- 47. @toprank @leeodden Influencer Relationship Management Influencer Rela3onship Funnel Brand Men3ons, SOV Top Impacters, Engagers Influencer Marke3ng Plaporm: Traackr – A TopRank Marke3ng client
- 48. @toprank @leeodden Repurpose Influencer Content Long Format Blog Post Infographics Industry Ar3cle Micro-Content Small Format Contribu3ons
- 49. @toprank @leeodden 6. Evolve the Influencer Relationship Romance! • Follow and monitor on social channels • Listen for opportuni3es to be thoughpul • Reach out with opportuni3es • Send consultants referrals • Engage in small projects • Engage in larger projects • Partner, hire, acquire
- 50. @toprank @leeodden Deluxe Influ-romance with Robert Herjavec Shark Tank’s Robert Herjavec & Deluxe Chief Brand Officer, Amanda Brinkman With Winner, Nice Spice of Minneapolis