INFLUENCER MARKETING
Why Should You Care
About Influencer
Marketing?
BY: LEE ODEN
I partnered with Traackr on research into enterprise brands
and their use/views into influencer marketing. Based on this
research, Brian Solis wrote an exceptional report, called
Influence 2.0: The Future of Influencer Marketing.
This report remains an important collection of trends and
insights because influencer marketing is one of the most
profound opportunities for enterprise organizations to
transform their customer relationships. The research and
report by Brian Solis outlines the failures as well as go forward
best practices for implementing an evolved approach to brand
and influencer relationships, which Brian calls Influence 2.0.
In the case of the influencer marketing consulting we provide
at our agency, the relationships built with influencers and the
role of content, or "confluence" as Traackr calls it, are at the
core of marketing that is better quality, has greater reach,
credibility and impact.
SOME OF THE MOST IMPORTANT INFLUENCER
MARKETING TRENDS FROM THE INFLUENCE 2.0
REPORT INCLUDE:
The difference between influencer marketing maturity of B2C
companies and their B2B counterparts was striking. Especially
that 48 percent of B2C influencer marketing programs are
ongoing compared to only 11 percent for B2B companies.
Longer sales cycles require more content with B2B buyers and
with 80 percent of respondents rating content marketing as
most impacted by influencer marketing, I think we’ll see a
significant shift with B2B companies moving to ongoing
programs. Content co-created between B2B brands and
influencers is highly effective with the high demands for peer
and expert information amongst business buyers.
HOW INFLUENCER MARKETING STANDS OUT
Most companies are still experimenting and not integrating
influencer content across digital channels. Including trusted
industry experts in brand content increases reach to new
communities, adds credibility to brand message and inspires
participating influencers to share - all while growing the brand
and influencer relationship. Other strategies don’t come close
to that level of trust with consumers.
HOW INFLUENCER MARKETING WILL BECOME
A CROSS FUNCTIONAL DISCIPLINE THAT WILL
EXPAND BEYOND MARKETING
Incorporating industry experts can add a credible voice and
expertise to customer service, talent acquisition, brand, PR
and other relationship-based communications between
enterprise brands and their audiences. To that end, it is
essential that influencer relationships are managed with a
dynamic platform offering identification, engagement,
management and analytics features.
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