The document discusses best practices for B2B influencer marketing. It provides information on identifying influencers using tools like BuzzSumo, recruiting them to create co-branded content, and amplifying the content through influencer social media networks. A successful influencer marketing program involves ongoing measurement of engagement and optimization of the influencer relationships.
5. @toprank @leeodden
Influencer Marketing Confidence
65%
of brands
par3cipate in
influencer
marke3ng
eMarketer
59%
of marketers will
increase influencer
marke3ng budgets
in the next 12
months
Tomoson
7. @toprank @leeodden
So Why Are Companies Doing These Things?
ü Irrelevant offers
ü Too much too soon
ü Shoot first, ask later
ü Bait & switch
ü Making it difficult
ü Lack of expecta3ons
10. @toprank @leeodden
Content
Planning
Customer Segments
Inform Personas
Map Topics/
Keywords
to Buying Cycle
Map Influencers to
Content
Optimized Content
Plan (New): Site,
Blog, Social Profiles
& Networks
Off Site Content:
Guest Posts, Byline
Articles, Content
Objects (eBooks,
Infographics, Video,
Reports, Guides)
Content
Amplification
Attraction &
Promotion
Social Profile
Alignment:
Messaging,
Keywords
Influencer
Content
Promotion
Optimize Social
Connections:
Google+,
Authorship,
Twitter, Facebook,
LinkedIn,
YouTube, Flickr
Blog Optimization:
Search, Social
Shares
Social Network
Engagement
Social Channel
Promotions
Measurement &
Optimization
SEO KPI Measurement:
Ranking, Referred Organic
Traffic Keywords, Links, Share
of Search Results
Social KPI Measurement:
Brand + Keyword Mentions,
Social Referred Traffic,
Engagement, Social Citations,
Sentiment, Share of
Conversation
Content KPI Measurement:
Page views of Target Content,
Actions from Target Content,
Shares, Engagement, Links
Influencer KPI
Measurement:
Promotion, Reach,
Engagement, Share of
Voice, Sentiment, Tracked
Referrals, Leads, Sales.
Network Engagement,
Shares, Referrals, Leads,
Sales
Audits
Keyword Audit,
Difficulty &
Glossary
Content & Digital
Assets Audit
Tech SEO Audit
External Link
Audit
Social Media
Audit
Competitive
Audit
Internal and
External
Influencer
Advocates
Program
Implementation
Keyword Mapping to
Content
Content Creation
Influencer Co-
Creation, Curation,
Repurposing
Content Optimization
WMT Crawl, Page
Speed, Structured
Data, HTML/Code,
URLs, Internal Links
External Link Signal:
Acquisition,
Reclamation,
Disavowal
Digital Asset
Optimization: Image,
Video, Audio, MS
Office Docs, PDFs
Identify program
objectives
Research market,
competition,
current situation
Develop
integrated strategy
Research
audience goals
Define target
audience
segments
Research topics,
keywords,
messaging themes
Influencer
Research
Research &
Strategy
Integrated Influencer Content Workflow
11. @toprank @leeodden
3 Use Cases for B2B Influencer Content
Microcontent Campaigns Community
Short form quotes,
3ps or insight from
individual influencers
added to brand
content assets.
Longer form content
contributed by individual
influencers oVen as
part of a larger
campaign.
Dedicated group of
influencers that contribute
a variety of short and long
form content for brand
communica3ons.
15. @toprank @leeodden
The Science of Influencer Content
Theme
Analyze Insights
Iden3fy Qualify Recruit
Tips/Quotes Interviews
Infographic Social Shares Social Graphics eBook(s)
Audio/Video
Collect
Create
Publish
Pitch
Promote
Repurpose
Events
Audience Brand Goals
Email Phone/Skype Forms
Website Brand Blog Content Marke3ng
Brand Socnets Influencers Social Ads/PPC Email
Industry Blogs Industry Media
Influencer Blog
Iterate/Op3mize
Medium LI Pulse Modular
16. @toprank @leeodden
The Art of Influencer Content
Ac/vate
Iden3fy
Qualify
Recruit
Co-Create
Pick Themes, Collect, Create, Publish
Amplify
Inspire Sharing
Op3mize
Socialize
Publicize
Adver3se
20. @toprank @leeodden
Let’s Review:
Ac/vate Co-Create Amplify
Theme/Goal
Listen
WIIFTI?
Relevant
In common
Engage/Invite
Theme/Goal
Align Media
Make it easy
Make it great
Theme/Goal
Expecta3ons
Align Channel
Preview
Pre-write
Last call
21. @toprank @leeodden
The Ultimate Meta in B2B Influencer Marketing
eBook Paired Major Brands
and Industry Influencers
Ac/vate Co-Create Amplify
Citrix
Cisco
Cleveland Clinic
SAP
MicrosoV
LinkedIn
Workfront
Dell
Oracle
HubSpot
Marrioj
Salesforce
Interview:
Email
Phone
In-Person
Event at CMWorld
Photographer
Account Manager
Content Manager
Designers
Copywriters
Preview
Launch
Prewrijen shares
Blog posts
Brand social
Influencer social
“Influencer Marke/ng in
Real Life”
Source: Traackr (client)
27. @toprank @leeodden
Brandwatch - Audiences
Search TwiYer Bios or Content: Find
Authors: Influencer Score, Followers /
Following, Profession, Interests,
Common Keywords
Trending: Last 24 hours top images,
hashtags, stories
Segmenta/on: Visualize how your
audience is segmented into
communi3es based on interac3ons.
TopRank Marke3ng receives access to Brandwatch
36. @toprank @leeodden
6 Steps to B2B Influencer Content Hotness
① Pick Topics & Build the Content Plan
② Iden3fy, Qualify & Recruit Influencers
③ Collect, Co-Create & Publish Content
④ Inspire Content Promo3on
⑤ Measure, Report & Repurpose
⑥ Evolve the Influencer Rela3onship
37. @toprank @leeodden
1. Pick Topics & Build the Content Plan
What theme or topic are you promo3ng for your brand/product?
Map topics to
your content plan
and where it
makes sense to
include social
influencers.
38. @toprank @leeodden
2. Identify, Qualify & Recruit Influencers
Brainstorm with
your execu3ves,
sales & PR
Use an influencer
search engine
(BuzzSumo,
FollowerWonk)
Import to an
influencer plaporm
(like Traackr)
1. Match your topics
with influencers
talking about them.
2. Follow, comment,
reply, like, favorite.
3. Find common
Interests and invite
co-crea3on.
39. @toprank @leeodden
“Pitch” Email Example
• Personalize
• Establish credibility and context
• Be succinct, get to the point
• Tap into ego, aspira3on
• Show how easy it is
• Illustrate substan3al benefits
• Share opportunity and CTA
41. @toprank @leeodden
Content Collaboration Scenarios
Brand Created:
Quotes
Social Content/Shares
Short Interview
Long Interview
Blog Posts, Ebooks
Video/Visual Content
Events
Contributed Ar3cles
Contests
Influencer
Created:
Social Content/Shares
Product Reviews
Blog Posts
Videos/Visual Content
Event Presenta3ons
Webinars
Endorsements
Co-Created:
Twijer Chats
Event Panel/
Presenta3on
Webinar
eBooks/SlideShare
Videos/Visual
Content
42. @toprank @leeodden
“Ask” Email Example
• Show the specialness of the
opportunity
• Explain succinctly what to do
• Create sense of urgency
• Provide an example, template
and 3meline
• Provide a CTA
• Offer to help
43. @toprank @leeodden
4. Inspire Content Promotion
• Promote on social
• Email distribu3on
• Cross post
• Op3mize for keywords
• Inspire influencers
46. @toprank @leeodden
5. Measure, Report & Repurpose
Convert
Reach
Search Visibility
Social Network Visibility
Influencer Promo,on
Views & Impressions
Traffic
Content Distribu3on
Media & Blog Placements
Brand + Affinity
Brand Sen3ment
Content Consump/on
Page Views
Click Through Rate
Influencer Interac,on
Social Network Size
Social Interac3ons
Content Interac3ons
Comments, Shares
Time on Site, Content
Paths Through Site
Form Data Captured
Newslejer Subscrip3ons
Demo & Trial Requests
New Influencers
Contact Us
Orders
- Order Volume
- Order Frequency
- Length of Sales Cycle
- Revenue Per Order
Engage AYract
49. @toprank @leeodden
6. Evolve the Influencer Relationship
Romance!
• Follow and monitor on social
channels
• Listen for opportuni3es to be
thoughpul
• Reach out with opportuni3es
• Send consultants referrals
• Engage in small projects
• Engage in larger projects
• Partner, hire, acquire
50. @toprank @leeodden
Deluxe Influ-romance with Robert Herjavec
Shark Tank’s Robert Herjavec &
Deluxe Chief Brand Officer, Amanda Brinkman
With Winner, Nice Spice of Minneapolis