Emily Hinderaker

25 Influencer Marketing Platforms & Marketplaces

Emily Hinderaker on Jul 12th, 2017     Influencer Marketing, Online Marketing

Marketers around the world are searching for ways to better connect with their audiences and it’s become very clear that consumers place more trust in consumers than brands. That means, the true power lies with the customer, which means many brands have had to adapt their marketing strategies to create better experiences for their audience.

One way to do so is by incorporating influencer driven content into the digital marketing mix.

For B2C brands, incorporating influencers is already a well-established practice. But for B2B brands, the concept is much newer. In a recent report that we developed with Altimeter Group and Traackr, we found that only 11% of B2B companies are running an ongoing influencer marketing program, yet 80% of these marketers rate content marketing most impacted by influencer marketing.

Emily Hinderaker

Declare Independence from B2B Influencer Marketing Blunders: 5 Tips for Success

Emily Hinderaker on Jul 4th, 2017     Influencer Marketing

Today marks the birth of American independence. While it took collaboration, respect and strategic thinking to persuade Continental Congress to formally adopt the Declaration of Independence 241 years ago, the impact and importance will forever be remembered throughout history. This is a lot like influencer marketing (although, Congress will not be involved).

Just like the Declaration of Independence, it has taken a long time and a lot of work (on the part of marketers and journalists) to get influencer marketing where it is today. In a recent report conducted by Traackr, Altimeter Group and TopRank Marketing, data shows that only 15% of B2B brands are running ongoing influencer programs, which opens up huge opportunities for the future of B2B brands and influencer marketing.

Caitlin Burgess

What Brands Need to Know About Instagram’s New ‘Paid Partnership’ Feature

Caitlin Burgess on Jun 21st, 2017     Influencer Marketing, Social Media

Influencer marketing is booming—and it’s not hard to see why. Influencers lend authority and credibility to your brand and content, help connect you with new audiences, and typically deliver more ROI than traditional digital marketing tactics. As a result, brands large and small are forming both paid and unpaid partnerships with influencers—and using social platforms to spread their message.

For those brands and marketers engaging in paid partnerships with influencers on Instagram, a change is on the horizon. Last week, Instagram officially announced it would soon roll out its new “paid partnership with” tag for posts and stories.

Lee Odden

The Secret to Creating Scalable, Quality Content and Better CX – Infographic

Lee Odden on May 22nd, 2017     Content Marketing, Influencer Marketing

Content Experience Influence

A woman walks into a retail store and looks around, not finding what she’s there for. She approaches a sales associate and asks, “Excuse me, can you show me where the top of the funnel is? I need to be confronted by every touchpoint of your predetermined sales process before I can purchase something”.

Not one of your customers is doing this.

So why do brands continue to drive content marketing programs based on a linear, sequential buying journey? With so many consumers numb to brand messaging and increasingly blocking advertising, how can marketers do a better job of connecting with and engaging customers with content?

Lee Odden

5 Essential Insights on Influence and the Future of Customer Engagement

Lee Odden on May 16th, 2017     Influencer Marketing

Future Marketing Influential

When planning for 2017 and into 2018, many marketers have placed a high priority on customer experience and the content that helps make the best customer engagement happen.

At the same time, companies are challenged to create a variety of engaging content on a consistent basis coupled by the fact that consumers are less trusting of brand communications and advertising.

There are many suggested solutions to the challenges of creating consistent, high quality experiences for customers that range from integrated technology platforms to cognitive marketing applications incorporating big data, artificial intelligence and machine learning. This is one of the key roles that a savvy agency can play for brands: to help develop a digital marketing strategy and corresponding technologies needed.

Ashley Zeckman

Squashing the Influencer Marketing Buzz(words): What You Really Need to Know

Ashley Zeckman on Apr 27th, 2017     Influencer Marketing

On Google, there are more than 14 million results for the phrase “influencer marketing”. And within those result, most of what you’ll find are “What is Influencer Marketing?” posts (P.S. you can find one from us here). But the problem is that most of these posts have a different variation of what influencer marketing is, who needs it and what you should do. Talk about confusing!

Some of the types of definitions you’ll find include:

  • Using influencers to spread your message on your behalf.
  • A form of marketing that focuses on specific individuals.
  • Promoting services through influencers that can have an effect.
  • Incorporating influencers with a large social reach into marketing.
Ashley Zeckman

20 Inspiring & Actionable Influencer Marketing Tips for The Modern Marketer

Ashley Zeckman on Apr 10th, 2017     Content Marketing, Influencer Marketing

The heat is on for marketers to incorporate influencers into their marketing strategy. The problem is, the sheer amount of bad advice about influencer marketing can make it difficult to separate the good from the bad.

While the pursuit for influencer marketing success doesn’t appear to be slowing down, many marketers are unsure which direction to go. In fact, the new Influence 2.0 report that we developed in partnership with Altimeter Group and Traackr, 48% of marketers are still experimenting with incorporating influencers into their marketing.

The way that different organizations define influencer marketing vary greatly. However, TopRank Marketing CEO Lee Odden describes influencer marketing as:

“Developing relationships with internal and industry experts with active networks, to co-create content that helps drive measurable business goals.” 

Caitlin Burgess

Behind the Marketing Curtain: An Interview with Influencer Marketing Wiz Amisha Gandhi, SAP

Caitlin Burgess on Mar 29th, 2017     Influencer Marketing, Interviews

From emerging social media channels to the rise of artificial intelligence, the exciting cyclone of change often drops us marketers into unfamiliar territory—and we have to find our way home.

Thankfully, the marketing industry is flush with talented marketers leading the way, and we often look to them for tactical insights to navigate the winding road and avoid fields of deceiving poppies. However, in our thirst more knowledge, we often don’t get to see who these leaders are in full living color.

To bridge the gap between person and marketer, we’re kicking off an exciting new “Behind the Curtain” interview series—which, if you haven’t guessed, is inspired by Dorothy Gale and the classic film, The Wizard of Oz.

Lee Odden

Supercharge Your Marketing at Digital Summit Los Angeles #DSLA

Lee Odden on Mar 28th, 2017     Influencer Marketing, Marketing PR Conferences

DSLA 2017

Coming off the supercharged sun, surf and sand themed social media extravaganza of SMMW17 in San Diego last week, I am now literally sitting on a beach.

Beach Costa Rica

Here on the West coast of Costa Rica, with the waves crashing, birds singing their songs in the trees and the distant sounds of kids laughing as they play in the sand, it’s a great time to reflect and look forward.

Before I completely check out of the digital world for the week, except for an occasional photo on Instagram of course, I wanted to share some of the things I’m looking forward to most at my next conference April 4-5: Digital Summit Los Angeles.

Joshua Nite

The Next Evolution of Influencer Marketing: 4 Key Insights And What They Mean

We marketers love to chase shiny objects. It’s part of the constant drive to experiment, optimize, and improve. Any new tactic that looks promising is going to attract our attention.

During his presentation last week at Social Media Marketing World, Lee Odden offered proof of just how shiny influencer marketing is: It can potentially return $9.60 for every dollar invested. Campaigns that include influencers have shown a 10x increase in conversion rates. And those customers who convert stick around–influencer campaigns tend to achieve a 37% increase in retention.

Clearly, influencer marketing deserves the buzz it’s been getting. But most marketers are just getting started. There’s plenty of activity, but not much strategy. It takes a concentrated, strategic, sustained effort to fully realize the benefits.

Lee Odden

B2B Marketers Are Way Behind on Influencer Marketing and Here’s the Solution

Lee Odden on Mar 22nd, 2017     B2B Marketing, Influencer Marketing

B2B Influencer Marketing Catch Up

Influencer Marketing is a hot topic, but what is really working, what isn’t and what are the future trends for marketers? Those are the questions we set out to answer in the research report: Influence 2.0: The Future of Influencer Marketing.

With analysis from Brian Solis of Altimeter and a research partnership between Traackr and my agency TopRank Marketing, enterprise marketers in North America and Europe were asked about the role of influence including ranking their influencer marketing maturity level.

31% of B2C marketers reported that they are experimenting with influencer marketing and 48% are running ongoing programs. This is in contrast to B2B marketers where a greater number (49%) were still experimenting and only 11% were running ongoing influencer programs.

Why does this mean B2B marketers are behind?

Lee Odden

50 Social Media Marketing Influencers to Follow in 2017

Social Media Marketing Influencers SMMW17

The topic of Social Media Influence has really taken off since we first published this list.

Many changes have happened in the social media marketing world ranging from the surprisingly close competition between SnapChat and Instagram stories to the acquisition of LinkedIn by Microsoft to the explosive growth of “creators” and micro-influencers.

On top of all that is the growth of the influencer marketing industry from platforms to brandividuals that use social media to create, publish, promote and engage communities.  Where is it all leading? Who is on the front lines and in the captain’s chair when it comes to making sense of social media marketing for brands big and small?