INFLUENCER MARKETING
Earlier this year 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 11percent 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 .
THE FUTURE OF INFLUENCER MARKETING AND HOW BRANDS CAN SHIFT INTO INFLUENCER RELATIONS
A strategic approach to influencer engagement focuses on the relationship with the brand and community over the long term . Influence is a value exchange between brands and influencers at different stages . Enterprise brands that can scale their ability to connect with influencers will also be able to impart influence on niche influencers , making the brand even more influential .
LONG TERM RELATIONSHIPS WITH A SMALL GROUP OF INFLUENCERS VS . WORKING TEMPORARILY WITH A WIDE VARIETY OF TALENT
While it is possible to engage creators transactionally for short term projects , it is longer term relationships with influencers that drive the best quality engagement and advocacy . When you pay an influencer for their craft , they care about the brand short term . When you build a relationship with an influencer based on shared values , they care about the brand for the long term .
THE BEST WAYS FOR BRANDS TO CO- CREATE WITH INFLUENCERS
Virtually any kind of content brands create for their audiences can involve collaboration with influencers including text , images , audio and video online and with offline communications . The best ways brands can co-create with influencers is to find the opportunities where brand values and influencer values intersect for their distinct audiences . When brands collaborate in ways that contribute to furthering the interests of participating influencers while also advancing their own goals , everybody wins , especially the audience .
ADVICE FOR BRANDS ON HOW TO USE INFLUENCER MARKETING GOING FORWARD
It ’ s important to think strategically about where working with influencers fits in brand content and communications . A holistic and strategic view will bring enterprise marketers out of the depths of short term , transactional influencer engagement and surface it to an always on approach that grows relationships . When influencers genuinely care about the common goals with brands , it inspires a level of advocacy and scalable quality content you can ’ t buy . +
Lee Odden is a marketing strategist , author , speaker and bearded world traveler . He ’ s also CEO of TopRankMarketing . com , a digital marketing agency that serves top B2B brands with “ best answer ” marketing strategies that integrate content , search , social , influencer marketing and online advertising . Cited by the Wall Street Journal , The Economist and Forbes for his marketing expertise , Lee has evangelized a customer-centric approach to marketing at over 200 events in 17 different countries , through numerous industry publications and an award winning blog at TOPRANKBLOG . COM .