B2B Influencer Activation @LeeOddenCEO,TopRankMarke3ng.com

AnnHandleyIstheUl/mateB2BInfluencer

@toprank @leeodden

@TopRank: Content, Influencer, SEO Specialists

WhatisInfluence?Whatis

Theabilitytoaffectac/on.

?

@toprank @leeodden

Influencer Marketing Confidence

65%

ofbrandspar3cipateininfluencermarke3ng

eMarketer

59%ofmarketerswillincreaseinfluencermarke3ngbudgets

inthenext12monthsTomoson

@toprank @leeodden

Influencer Engagement Opportunities

q ProductLaunchq EventPromo/onq BrandAwarenessq ProductAdop/onq CommunityBuildingq CrisisManagementq Partnershipsq ContentCrea/on

q Publicity/PR/Mediaq ContentCura/onq ProductDevelopmentq Compe//veAnalysisq LeadGenera/onq Advocacyq Referralsq  IndirectSales

@toprank @leeodden

So Why Are Companies Doing These Things?

ü Irrelevantoffers

ü Toomuchtoosoon

ü Shootfirst,asklater

ü Bait&switch

ü Makingitdifficult

ü Lackofexpecta3ons

@toprank @leeodden

Let’sGetB2BInfluencerMarke3ngonTrack!

@toprank @leeodden

“InfluencerMarke/ngac3vatesinternalandindustryexpertswithengagednetworkstoco-createcontentofmutualvalueandachievemeasurablebusinessgoals.”

@leeodden

@toprank @leeodden

Content Planning

Customer Segments Inform Personas

Map Topics/Keywordsto 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

@toprank @leeodden

3 Use Cases for B2B Influencer Content

Microcontent Campaigns CommunityShortformquotes,3psorinsightfromindividualinfluencersaddedtobrandcontentassets.

LongerformcontentcontributedbyindividualinfluencersoVenaspartofalargercampaign.

Dedicatedgroupofinfluencersthatcontributeavarietyofshortandlongformcontentforbrandcommunica3ons.

@toprank @leeodden

Microcontent

@toprank @leeodden

Campaigns

@toprank @leeodden

Community

@IBMCommerceIBMhasenlisted50#NewWayToEngageFuturists:Trustedexternalthoughtleaderswitharecordofinnova3on.

@toprank @leeodden

The Science of Influencer Content Theme

Analyze Insights

Iden3fy Qualify Recruit

Tips/Quotes Interviews

Infographic SocialShares SocialGraphicseBook(s)

Audio/Video

Collect

Create

Publish

Pitch

Promote

Repurpose

Events

Audience BrandGoals

Email Phone/Skype Forms

Website BrandBlog ContentMarke3ng

BrandSocnets Influencers SocialAds/PPC Email

IndustryBlogs IndustryMedia

InfluencerBlog

Iterate/Op3mize

Medium LIPulse Modular

@toprank @leeodden

The Art of Influencer Content

Ac/vateIden3fyQualifyRecruit

Co-CreatePickThemes,Collect,Create,Publish

AmplifyInspireSharing

Op3mizeSocializePublicizeAdver3se

@toprank @leeodden

Activate

Tools:ubersuggest.ioBrandwatchKeyhole.cogetemail.ioNimble

@toprank @leeodden

Co-Create

Tools:BuzzsumoBuzzstreamGDocsHighTail

Let’smakesweetcontenttogether!

@toprank @leeodden

Amplify

Tools:GoogleURLBuilderBit.lyClicktoTweetBuffer

Let’ssharethiscontentwemade

together!

@toprank @leeodden

Let’s Review:

Ac/vate Co-Create Amplify

Theme/GoalListenWIIFTI?RelevantIncommonEngage/Invite

Theme/GoalAlignMediaMakeiteasyMakeitgreat

Theme/GoalExpecta3onsAlignChannelPreviewPre-writeLastcall

@toprank @leeodden

The Ultimate Meta in B2B Influencer Marketing

eBookPairedMajorBrandsandIndustryInfluencers

Ac/vate Co-Create AmplifyCitrixCiscoClevelandClinicSAPMicrosoVLinkedInWorkfrontDellOracleHubSpotMarriojSalesforce

Interview:EmailPhoneIn-PersonEventatCMWorldPhotographerAccountManagerContentManagerDesignersCopywriters

PreviewLaunchPrewrijensharesBlogpostsBrandsocialInfluencersocial

“InfluencerMarke/nginRealLife”

Source:Traackr(client)

@toprank @leeodden

Influencer Marketing at Scale: Tools & Platforms

Image:CMO’sGuidetoInfluencerTechnology

@toprank @leeodden

Influencer Marketing Tools. So Hot!

Iden3fyQualify

Recruit

ManageEngage

Measure

Op3mize

@toprank @leeodden

Influencer Marketing Specialty Tools

@keyholeco @BuzzSumo @followerwonk @Nimble

@Zoomph @Ground_Signal @PitchboxApp @socialrank

Brand

Influencers

Tool

twijer.com/winfluencermktg/lists/influencer-mktg-tools/

Agency

@toprank @leeodden

BuzzSumo.com TwiYerInfluencers:Searchbytopic,addtooutreachlistAudienceBuilder:Findwhosharedlinksonatopicorfromanydomainname.Sortbyauthority,addtooutreachlist.OutreachLists:Seelinkssharedandanalyze:whodotheysharemost?TopAuthors:Searchbytopicordomaintoseeauthorswithmostsocialimpactfromblogposts:Ar3cles,AverageShares,TotalShares,ViewTopPosts

TopRankMarke3ngisaBuzzSumoclient

@toprank @leeodden

Keyhole.co TrackEventHashtag,@account,keyword:Graphicaltrendofposts,users,reach&impressionsfromTwijer&Instagram.SeeTopPosts:Wordcloudhashtags&keywordsListTopInfluencers:SortbyPosts,Engagement,Followers,Impressions,OverallExposure.TopDomains&Media:Viewmostshareddomains,pages&images.

hjp://tprk.us/rea3mempb2b

@toprank @leeodden

Brandwatch - Audiences SearchTwiYerBiosorContent:FindAuthors:InfluencerScore,Followers/Following,Profession,Interests,CommonKeywordsTrending:Last24hourstopimages,hashtags,storiesSegmenta/on:Visualizehowyouraudienceissegmentedintocommuni3esbasedoninterac3ons.

TopRankMarke3ngreceivesaccesstoBrandwatch

@toprank @leeodden

Influencer Marketing Marketplaces

@intellifluence @SWAY_Marke3ng @fango_me @webfluen3_al

@tapfluence @Collec3veBias @Crowdtap @grapevinelogic

Brand/Agency

Influencers

Marketplace

twijer.com/winfluencermktg/lists/influencer-marketplaces

@toprank @leeodden

webfluential.com CreateCampaignBrief:Describeyourbrandanddefineproject.SearchforInfluencers:Globalmarketplaceofinfluencers–searchbymarket,category,age.CampaignManagement:Twijer,FacebookandBlogfocused–budget,workflow,assignments,3melineandtracking.Repor/ng:Summary,channeldata,reachandengagementdata.

@toprank @leeodden

tapinfluence.com SearchMarketplacebyAudienceCriteria:Seelistofmatchinginfluencers,audiencedata,reach,CPEandpricing.ManageInfluencerPrograms:Coordinatecontentcalendar,crea3on,review/approval,schedulingandpromo3on.Analy/cs:AssignmediavaluestodetermineprogramROI.Reach,views,engagement.

@toprank @leeodden

Influencer Marketing Platforms

@traackr @scribblelive @onaly3ca @grouphigh

@getLijleBird @ShelfInc @MavrckCo @Markerly

twijer.com/winfluencermktg/lists/influencer-mktg-plaporms/

Brand/Agency

Influencers

MutualGoals

@toprank @leeodden

getlittlebird.com Iden/fyTwiYerNetworks:Usetopics,hashtags,keywordsorimportalisttoanalyzefortopicsandtrends.List,EvaluateandQualifyInfluencers:Iden3fyinfluencersandcompanies,reviewreachandrelevance.MonitorInfluencerContent:Trackinfluencercommunitycontentandsharefromtheplaporm.ReviewPerformance:Twijernetworkandengagement.

@toprank @leeodden

grouphigh.com FindInfluen/alBloggers:Importorusetheblogsearchenginetofindandsiteresearchtoolstoevaluateblogpartners.InfluencerCRM:Managerela3onshipswithfolders,contacts,lists,segments,filteringandcontentra3ngs.TrackSocialData:Collectdataonposts,Tweets,Instagramposts,andYouTube.Repor/ng:Traffic,postsocialengagement,impressionsandGoogleAnaly3csintegra3on.

@toprank @leeodden

traackr.com ResearchInfluencers:Globalsearchofprofilesorcontent.Oruploadinfluencers.

InfluencerRela/onshipManagement:Rankinfluencers,sortbyrelevance,resonance,reachandaudience.Trackcontentforinfluencersorspecificprojects.

Ac/vityandEngagement:Monitorinfluencercontentandengagefromtheplaporm.Visualizenetworkrela3onships.

Measure&Report:Trackinfluencerrela3onships,reportbrandmen3ons,influencerengagement&impact.

TopRankMarke3ngreceivesaccesstoTraackr

WhatAboutProcess?

@toprank @leeodden

6 Steps to B2B Influencer Content Hotness

① PickTopics&BuildtheContentPlan② Iden3fy,Qualify&RecruitInfluencers③ Collect,Co-Create&PublishContent④ InspireContentPromo3on⑤ Measure,Report&Repurpose⑥ EvolvetheInfluencerRela3onship

@toprank @leeodden

1. Pick Topics & Build the Content Plan

Whatthemeortopicareyoupromo3ngforyourbrand/product?

Maptopicstoyourcontentplanandwhereitmakessensetoincludesocialinfluencers.

@toprank @leeodden

2. Identify, Qualify & Recruit Influencers

Brainstormwithyourexecu3ves,sales&PRUseaninfluencersearchengine(BuzzSumo,FollowerWonk)Importtoaninfluencerplaporm(likeTraackr)

1.Matchyourtopicswithinfluencerstalkingaboutthem.

2.Follow,comment,reply,like,favorite.

3.FindcommonInterestsandinviteco-crea3on.

@toprank @leeodden

“Pitch” Email Example

•  Personalize•  Establishcredibilityandcontext•  Besuccinct,gettothepoint•  Tapintoego,aspira3on•  Showhoweasyitis•  Illustratesubstan3albenefits•  ShareopportunityandCTA

@toprank @leeodden

3. Collect, Co-Create & Publish Content

@toprank @leeodden

Content Collaboration Scenarios

BrandCreated:QuotesSocialContent/SharesShortInterviewLongInterviewBlogPosts,EbooksVideo/VisualContentEventsContributedAr3clesContests

InfluencerCreated:SocialContent/SharesProductReviewsBlogPostsVideos/VisualContentEventPresenta3onsWebinarsEndorsements

Co-Created:TwijerChatsEventPanel/Presenta3onWebinareBooks/SlideShareVideos/VisualContent

@toprank @leeodden

“Ask” Email Example

•  Showthespecialnessoftheopportunity

•  Explainsuccinctlywhattodo•  Createsenseofurgency•  Provideanexample,template

and3meline•  ProvideaCTA•  Offertohelp

@toprank @leeodden

4. Inspire Content Promotion

•  Promoteonsocial•  Emaildistribu3on•  Crosspost•  Op3mizeforkeywords•  Inspireinfluencers

@toprank @leeodden

Ingredients: Extended Content & Reach

@toprank @leeodden

Make Sharing Easy

Pre-wriYenshortmessagesforsocialshares Embedcodetoincludeebookinablogpost

@toprank @leeodden

5. Measure, Report & Repurpose

ConvertReachSearchVisibilitySocialNetworkVisibilityInfluencerPromo,onViews&ImpressionsTrafficContentDistribu3onMedia&BlogPlacementsBrand+AffinityBrandSen3ment

ContentConsump/onPageViewsClickThroughRateInfluencerInterac,onSocialNetworkSizeSocialInterac3onsContentInterac3onsComments,SharesTimeonSite,ContentPathsThroughSite

FormDataCapturedNewslejerSubscrip3onsDemo&TrialRequestsNewInfluencersContactUsOrders- OrderVolume- OrderFrequency- LengthofSalesCycle- RevenuePerOrder

EngageAYract

@toprank @leeodden

Influencer Relationship Management InfluencerRela3onshipFunnelBrandMen3ons,SOV

TopImpacters,Engagers

InfluencerMarke3ngPlaporm:Traackr–ATopRankMarke3ngclient

@toprank @leeodden

Repurpose Influencer Content

LongFormatBlogPost

Infographics

IndustryAr3cle

Micro-ContentSmallFormatContribu3ons

@toprank @leeodden

6. Evolve the Influencer Relationship Romance!•  Followandmonitoronsocialchannels

•  Listenforopportuni3estobethoughpul

•  Reachoutwithopportuni3es•  Sendconsultantsreferrals•  Engageinsmallprojects•  Engageinlargerprojects•  Partner,hire,acquire

@toprank @leeodden

Deluxe Influ-romance with Robert Herjavec

SharkTank’sRobertHerjavec&DeluxeChiefBrandOfficer,AmandaBrinkmanWithWinner,NiceSpiceofMinneapolis

@toprank @leeodden

IfyouwantyourB2Bcontenttobegreat,askinfluencerstopar/cipate!

@leeodden

@toprank @leeodden

Takeaways

1.

2.

3.

Ac/vate:Iden3fyanInfluencerMarke3ngplapormandstartresearchingandengaginginfluencesBEFOREyouneedthem.

Co-Create:Doyourhomework!Berelevantinyourask,personalizeandleadwith“What’sinitfortheinfluencer”first.

Amplify:Makeiteasyandcompellingforinfluencerstosharetheamazingcontentyoucreatedtogether.Everybodywins!

@toprank @leeodden

Thank You

LeeOddenlee@toprankmarke3ng.comTopRankMarke3ng.comMarke3ngBlog.com

LearnMore!

FreeDownload:hYp://tprk.us/winfluencer25