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As part of a bigger marketing strategy, an influencer community is one of the most effective brand marketing tools around, both for the B2B and B2C markets. From sharing updates by your business to growing brand advocates around your products and services, utilizing an influencer community can also help you gain valuable feedback from theRead more

When social media first began gaining popularity with brands, the first thing they wanted to know was, “What are people saying about us?” It’s understandable – whereas before brands would only get to find out what the public’s perception of them was when the cash registers slowed down, now they could get insights on what wasRead more

The search for brand influencers, and how to identify them, has seen numerous pieces of technology come and go over the years. Some, good – others, not so much. As the sophistication of the technology has grown, so has the methodology of identifying brand influencers. Or has it? Despite numerous pieces of content, talks, caseRead more

When it comes to measuring the return on investment (ROI) of influence marketing, social media offers some key advantages over traditional marketing and advertising. Prior to social media’s rise as an essential business solution, marketing campaigns were primarily through print, media including TV and radio, and direct mail. The use of flyers, posters, billboards andRead more

When Content4Demand and ON 24 published the results of their Demand Gen Report earlier this year, it shared some valuable insights into where influence marketing is headed. From a “nice to have” consumer platform that saw a spike in interest around 10 years ago, to the valuable (and increasingly used) business-to-business (B2B) one that itRead more

There are three key reasons why people buy products, services, and ideas: they need it, they think they need it, and they were told it’s a need. In all these, influence marketing can play an important role.  A purchase driven by an actual need is rational, functional and intentional. Rational because there’s a reason toRead more

Reaching out to an influencer begins with an email. Whether you have already initially spoken to the influencer or not, writing that email confirms you mean business. Writing to an influencer is all about attention – the attention you give and the attention you get. If you can catch her attention, the more likely theRead more

When it comes to influence marketing ROI, it’s really not that different from how you measure the success of any marketing campaign. You base the results on the goals and KPIs at the start of the campaign. Take me – I’m an old-timer. I come from a background of 25 years in marketing, and gainedRead more

As a sector of the economy that produces finished goods, the manufacturing industry needs to be a money-maker. From cars, food and beverage, industrial/engineering equipment, to fashion and beauty – if it’s manufactured, then it needs to be marketed. Technology hasn’t just changed the way of thinking and doing things – it’s also changed theRead more

In the world of influence marketing, we can break the types of influencers into six categories – Mega, Macro, Micro, Advocates, Referrers, and Loyalists. While these titles may seem like buzzwords, they’re actually important and effective breakdowns of the different types of influencers, especially when it comes to their audience. Without segmentation like this, anyRead more