Digital Marketing Insights from TopRank Marketing – November 2018

6 Things You Need to Know If You’re Just Getting Started with Influencer Marketing
Lee Odden
CEO, TopRank Marketing
It’s clear that more and more companies are moving into the world of influencer marketing. Recent research from Traackr and Brian Solis of Altimeter Group shows that the number of companies moving from experimenting to implementing tactical influencer marketing programs is increasing from 28% to 47%.
But it’s still early days for many companies, especially in B2B industries. So, if you’re thinking about getting started—or you’re evolving your efforts—here are a few things to consider:
  1. Anticipate challenges. From choosing the right marketing agency partner to influencer legitimacy, building your program will require time, effort, and strategy.
  2. Influencers are not advertising distribution channels. Brands should approach influencer marketing as relationship building for the long-term.
  3. There are best practices for managing influencer relationships. It starts with identifying the right individuals who you can partner with to create mutual value for your respective audiences. And nurturing extends beyond the first collaboration; it’s always on.
  4. The space is changing. From making more of an effort to validate an influencer’s influence and credibility to better software, change is happening—and more is needed.
  5. Content collaboration is an incredible relationship builder. Rather than focusing solely on engagement, build relationships in a way that will inspire influencers to collaborate.
  6. Everyone is influential about something. And influencer marketing is now an established practice. Over the next few years, we will see change, but there’s no time like the present to get started.
For a deeper dive on what you need to know to get started with influencer marketing, read my full post on the subject.
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25 Influential Women in Digital Marketing Who Rock & Inspire

For the ninth year, TopRank Marketing is honoring women in digital marketing who are doing great work, inspiring others, and making a difference. In this year’s edition, Lee Odden shares what inspires him most about these incredible women.

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5 Content Marketing Shortcuts That Cost You in the Long Run

Marketers dig shortcuts. Or, as we often call them, “hacks.” And while there some hacks that can create efficiencies, boost productivity, and drive results, our own Josh Nite shares several instances where you should just stick to the route.

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How Data Insights Can Lead Your B2B Content Strategy

Every marketer has access to data, but many are often overwhelmed by it all and struggle to uncover meaningful insights to act on. In this piece, Annie Leuman shares 5 areas that need to be data-informed, and tips for where to start.

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B2B Influencer Marketing Interview: Rani Mani of Adobe

How can influencer collaboration benefit B2B companies? Rani Mani, Head of Social Influencer Enablement at Adobe, explores organization, recruiting, engagement, and her favorite B2B influencers in a fascinating new interview.

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50 B2B Marketing Influencers and Experts to Follow

The B2B marketing world is packed with insightful and inspiring marketers. And every year ahead of MarketingProfs B2B Marketing Forum, we round up some of the most influential leaders every marketer can learn from.

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Case Study
With Penny’s Guidance & Expert Insights, Prophix’s Interactive Influencer Content Campaign Drives 642% Increase in Engagement
When it comes to the Office of Finance, Prophix—a leading provider of corporate performance management (CPM) software solutions—believes finance leaders have the opportunity to shape the future of business and take a more prominent seat at the leadership table. And artificial intelligence and machine learning will be a critical transformation tool.
In order to spark conversation, answer burning questions about the current and future impact of AI and ML, and drive engagement—as well as build thought leadership in the space—Prophix once again partnered with TopRank Marketing to develop an integrated influencer content campaign, but with an interactive, multi-media twist.
What were the results? A massive increase in engagement for starters. Check out the full case study here.
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TopRank® Marketing provides enterprise B2B brands with customer-focused digital marketing consulting and content that attracts, engages and converts new business. Our strategic digital marketing planning, program development, management and performance optimization integrates across channels and tactics to help clients like Dell, LinkedIn and SAP become the “best answer” for their customers.
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