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Despite that 96% of marketers engaging influencers for marketing deem their programs successful, there are still a very large number of B2B companies evaluating where influencer engagement fits in their marketing mix. After spending the last 8 plus years working on developing influencer marketing strategies, creating pilot projects, implementing campaigns and running ongoing influencer programs for brands that range from 3M to Dell to LinkedIn , here are some of the top benefits B2B companies of all sizes are realizing through their influencer marketing efforts. Before I get to the list, I think it's important to mention that benefits realized are directly connected to goals imagined. That may seem obvious but the application of influence to marketing is viewed in many different ways and therefore, the outcomes can be just as different. For example, a pilot is often meant to be a proof of concept and sparks connections with influencers. An integrated influencer content marketi...

Twitter Re-Opens Public Applications for Profile Verification For the first time since November, 2017 Twitter has begun allowing users to apply for verified profile status. As the new option is rolled out, a verification application option will appear within a Twitter user's account settings, allowing brands to seek a blue check-mark, the firm recently announced. Social Media Today Google Ads Has New Smart Bidding Features Google has launched new eligible search campaign recommendations, along with target impression share simulators — two of several new updates of interest to digital marketers that have been rolled out to the firm's popular Google Ads offering, the search giant recently announced. SEO Roundtable U.S. Ad Recovery Continues To Soar, Surges 52% In April April 2021 advertising spending was up 52 percent in the U.S. year-over-year, the biggest increase in more than a year, and this recovery has also been seen in more ad spending categories than previous month...

Which qualities encompass the best that B2B marketing has to offer? Are there overlapping elements that bring success to both our professional and personal lives? How can you bring more of these qualities into your own marketing efforts? From a seemingly endless compilation of possible traits held by successful marketers, some naturally work their way to the forefront over time, yet aren’t often explored. To help answer these questions, let’s take a look at five powerful qualities that we can combine to drive not only the best B2B marketing experiences, but that we can also harness and learn from to make us better associates, business partners, and people. For each, we’ll also offer five ways you can add more of them to your own marketing — a total of 25 ways to add more determination, poise, kindness, zest, and finesse to your B2B marketing experiences. 1 — Marketing with Determination Marketing with determination springs from a passionate will power — a sometimes fierce or all-e...

Stand-up comedians need to make a connection with their audience. It starts with getting attention, then stoking interest, developing a rapport, and ultimately provoking a reaction.  To do it right, you need empathy, knowledge of your audience, creativity...oh, and a spark that makes you unique. B2B marketers: Does any of the above sound familiar? I’ve been a professional marketer and an amateur comedian for over a decade, and it’s surprising how much the two inform each other.  Here are just a few lessons that B2B marketers can learn from standup. Keep It Real In the early 19th century, standup comedy depended on wordplay and absurdism. For example: “Take my wife...please!” or “The other night I shot an elephant in my pajamas… how he got into my pajamas, I’ll never know.”  As the art form of standup has evolved, however, personal observations with a unique point of view (more on that later) have become more popular. Here’s a classic bit from Ellen Degeneres as sh...

One of the most compelling scenarios for B2B marketers to build content and community is through a combination user generated content (UGC) and strategic content collaborations. To do this, many B2B brands will initiate ongoing social media content and engagement programs to stimulate dialog with customers, community and influencers to build essential relationships. With B2B marketing shifting to digital first, there is more demand for content than ever, but there are also resource challenges with the need to continuously create new content. At the same time traditional social media and content marketing can have trust issues if the brand isn’t engaging with the community or the right influencers on a regular basis. A content marketing focused solution that solves for both of those challenges that also helps build community and influence for B2B brands can be found through participation marketing - aka, user generated content in the form of content collaborations with external influ...

B2B Marketer Pain Points, Performance, and Priorities for the Year Ahead: B2B Marketing Monitor 54 percent of B2B brands face difficulty connecting with customers on the emotional level needed to increase brand engagement, while only 22 percent of B2B enterprises say they excel when it comes to customer experience (CX) — two of several findings of interest to digital marketers in recently-released survey data. MarketingProfs Micro Influencers Still À La Mode in 2021 From micro and macro to mega, non-paid, affiliate and celebrity, the influencer types that enterprise marketers prefer working with runs the gamut, however the overwhelming majority — some 90 percent — want to work with micro-influencers who have between five and 100,000 followers, up from 77 percent in 2020, according to newly-released study data. [Survey] MarketingCharts ANA Releases 'KPIs That Matter,' Finds The Most Important Ones Aren't Always The Most Used Cost per mille (CPM), cost per click (CPC) ...

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How can B2B marketers build better and more sustainable long-term marketing efforts? 88 percent of global marketers said that achieving brand consistency was crucial, in dentsu international’s recent whitepaper survey, “ 2021: The year of Brand Consistency, Efficiency and Agility .” Consistency is an element that’s sometimes overlooked in B2B marketing, however, so we wanted to explore some of the ways that top marketers are incorporating consistency into their efforts. Let’s get started and dig in with five ways that consistency creates better long-term B2B marketing. Consistency Case #1 — Content Creation Persistence For digital futurist and keynote speaker Brian Fanzo , consistency is everything when it comes to successful content creation. “Consistency. Consistency. Consistency. When it comes to content creation and growing within the #CreatorEconomy, consistency is everything,” Fanzo recently noted . Beyond content, Fanzo sees consistency as key in many important areas of our ...

SEO and content marketing intersect in more ways than optimizing web pages with keywords. Answering the question, “How does SEO and content marketing strategy interact?” starts with understanding customers, behaviors and preferences for information discovery, consumption and sharing. Knowing what customers care about and how those concerns and interests manifest as search keywords and social topics folds very well into the keyword research practiced by professional SEOs. Keyword Glossaries and Editorial Plans can be valuable tools for marketers to aid in creating relevant content that is inherently optimized for customers and target audiences alike. Specific keyword optimization is appropriate as well, but the end content product becomes much easier to find, consume and share if an understanding of customer questions is translated into topics and keywords from the start. This is the core of how brands can become the best answer for what customers are looking for. The role of a conte...

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