Shelter Odden Demystifies the Confluence Formula to Help Marketers Get Better Results

5 Mar

Influencer marketing and advertising is not a new concept. Public relations specialists, journalists and forward-thinking marketers have already been executing some form of influencer marketing for many years.

While that may be the situation, times have changed.

The expectation for influencer content material marketing has evolved, which means customers have higher expectations and the influencers themselves are more particular about who else they partner with. However , our Impact 2 . 0 report with Altimeter Group and Traackr found that will 57% of marketers say changer marketing will be integrated in all marketing activities in the next three years.

Last week at Social internet marketing World, TopRank Marketing CEO Shelter Odden took the particular stage to help marketers transition influencer marketing from something they’ deb like to do, to something they can implement strategically.

Desire for Influencer Marketing is on the Rise

According to Google Tendencies, the interest in influencer marketing provides outpaced email marketing, SEO, social media marketing plus content marketing.

What is Impact Really?

Frequently , influence is confused with merely having a large social following. Based on Lee, there are five areas that comprise influence:

  • Character
  • Passion
  • Popularity
  • Persuasion
  • Power

Not every influencer (even good ones) are going to have all five nailed lower. Some may have a combination of passion, marketing and power, but don’ to have the popularity. That’ s exactly why it’ s essential to include various kinds of influencers into your content programs for example brandividuals, niche experts, internal specialists, up-and-comers, customers and prospects.

Influence is the capability to affect action. @leeodden Click To Tweet

How Can Changer Marketing Help Solve Common Marketing and advertising Challenges?

Online marketers are experiencing challenges in every phase of the buying funnel all the way in the attract stage to advocacy. Here are a few ways influencer marketing can help on the different stages:


  • Reach new audiences
  • Inspire advocacy
  • Retarget influencer followers


  • Creators bring talent
  • Authenticity and voice associated with customer
  • Influencer plus audience channel match


  • Influencers are reliable
  • Relevance increases activity
  • Credibility converts


  • Community involvement
  • Showcase employee influencers
  • Create info-taining tool


  • Display customer expertise
  • Recommendations
  • Create incentives just for referrals

The people who are ignoring your ads continue to be engaging with peers and influencers. @leeodden Click on To Tweet

Why Empathy + Inquire + Reward (repeat) = Achievement

To create a productive influencer marketing program, Lee suggests applying the following three steps and then repeating to carry on developing audience and influencer interactions:

Empathy: Understand customer and changer goals

Inquire: Engage influencers in order to collaborate

Incentive: Show recognition or even compensate for influencer contributions

Be thoughtful about how a person ask and how you reward whenever using influencers. @leeodden Click To Tweet

How to Find the Right Influencers to Partner With

An essential key to influencer advertising success is to find the RIGHT influencers in order to partner with for content co-creation. Here’ s how:

Topic: Determine the subject (aligned with audience needs) that will you’ d like influencers in order to contribute to.

Study: Based on the defined subject, begin searching for experts who are important.

Validate & Refine: It’ s i9000 best to use multiple tools (which pull from different sources) in order to validate the list you’ ve produced. Use tools like Onalytica , Traackr and BuzzSumo to research and assimialte this information.

If you are creating content, think about which changer you could include who might be ready to contribute and then share. @leeodden Click To Twitter update

The Maturity Model for Influencer Marketing and advertising

As with any electronic marketing tactic, it’ s essential to know where you are now in order to determine what it takes to get to the maturity degree you’ d like to be. Make use of the sample influencer marketing maturity design below to identify where your brand name lands today:

What to Do Following

If you’ re ready to begin your changer marketing journey, or just want to fully developed your approach, follow the three steps beneath:

  1. Obtain Expert Help: Study the market and identify who your own potential influencers are. Then create a strategy to lead your efforts.
  2. Invest in Technology: Finding the right technology (or partner which has the technology) is essential to building and scaling a successful influencer program.
  3. Activate Influencers: Begin by interviewing your own internal experts, clients and current online community. Then you can identify what works greatest and scale your efforts.

To see some examples of great changer marketing in action read: How to Succeed at Excellent B2B Content Marketing with More Reputable Content

If you liked Shelter Odden Demystifies the Confluence Formula to Help Marketers Get Better Results by Ashley Zeckman Then you'll love Miami Internet Marketing Consultant

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