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86% Of B2B Brands Find Success With Influencer Marketing

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86% Of B2B Brands Find Success With Influencer Marketing

A research report on the state of B2B influencer marketing shares insight into business opportunities in 2022 and beyond.

Influencer marketing is working for the vast majority of marketers, according to the report.

The study from Lee Odden’s TopRank Marketing blog finds that 86% of B2B brands are successful with influencer marketing.

Through influencer marketing, B2B brands achieve results from boosting brand awareness and reputation to directly increasing sales.

A third of businesses report influencer marketing has led to increased revenue, and 85% believe interest in working with influencers will increase in the next 12 months.

The report answers questions about best practices and technologies, must-have qualities of a B2B influencer, and identifies key areas of future growth.

Here are some top highlights from the 60-page report.

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Does B2B Influencer Marketing Work?

The maturity of B2B influencer marketing is similar to the evolution of content marketing in recent years.

After seeing success with one-off efforts, many brands are now integrating influencer marketing into their long-term strategies.

The study surveys B2B marketing and communications professionals about their results with influencer marketing:

  • 86% say it’s either moderately or very successful
  • 72% say it helped improve brand reputation
  • 70% say it improved brand awareness
  • 56% say it helped generate new leads
  • 33% say it was a direct revenue generator

Who Is A B2B Influencer?

How do you know if someone is authentic, trustworthy, and credible enough to partner with as a B2B influencer?

According to the report, you need to look beyond vanity metrics like followers and subscribers.

“Audience size matters less than audience relevance. The sheer number of followers isn’t as important to marketers as relevance, credibility and expertise. Those with a large audience can help with the reach of a campaign, but it’s vital to include more influential people with smaller audiences.”

When asked about the influencers they partner with, B2B marketers and communications professionals say:

  • Industry experts and analysts (77%)
  • Internal executives (56%)
  • Niche experts (48%)
  • Customers (46%)
  • Professional influencers (45%)
  • Employees (42%)
  • Prospects (12%)

Top Qualities Of A B2B Influencer

To learn more about the top qualities of a B2B influencer, TopRank Marketing asked survey respondents to rank a list of qualities as Essential, Nice to Have, or Not Important.

These are the results:

  • Relevance of audience (98%)
  • Audience sees them as trustworthy (87%)
  • Subject matter expertise (78%)
  • Values align with the brand (69%)
  • Influencer publishes on at least one platform (65%)
  • Ability to create content (54%)
  • Size of audience (49%)
  • Professional credentials (42%)
  • Advocate for our brand (33%)

Most Effective Types Of Content For B2B Influencer Marketing

The types of content survey respondents
find most effective show a trend towards interactive and multimedia collaboration.

Blog posts topped the list in the last report. In 2022, webinars are the clear favorite.

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When asked what types of content are favored in the current B2B influencer marketing climate, respondents said:

  • Webinars (81%)
  • Social media (74%)
  • Blog posts (71%)
  • Recorded video (67%)
  • Interviews (62%)
  • Podcasts (52%)
  • Live video (48%)
  • Case studies (38%)
  • Industry (33%)
  • Interactive content (31%)
  • Third-party analyst (29%)
  • Social audio (22%)
  • Infographics (17%)

Top B2B Influence Opportunities

Although the B2B influencer marketing space is maturing, there’s still plenty of room for growth.

The report finds the most opportunity lies in strategy development:

  • Less than half of B2B marketers say they have a documented influencer strategy
  • 28% of businesses say they have an undocumented/informal strategy
  • 25% say they have no strategy at all

For more on what’s working in B2B influencer marketing, the free report is available here.


Featured Image: fizkes/Shutterstock

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Decoded Headless CMS & SEO

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Decoded Headless CMS & SEO

What is headless CMS? Why are more companies looking into it nowadays?

Powered by greater flexibility and scalability, it might be the next generation of content management systems.

Lidia Infante, Senior SEO Manager at Sanity.io, joined me on the SEJ Show to explain how headless CMS works and how it can be particularly beneficial for ecommerce businesses.

I don’t have to build every page. I create the content in a core database, a central source of truth. And then, I deploy it following a template.–Lidia Infante, [16:00]

I think there’s a little bit of a misconception about headless. A lot of people out there, the conversations I’m having with people that are not tech SEOs is they feel that just utilizing a headless means that it’s automatically going to be faster, quicker, and a better experience. –Loren Baker, [25:15]

For most ecommerce sites, I would recommend going with a headless solution, especially if you’re on a direct-to-consumer side with a big brand.–Lidia Infante, [45:09]

[00:00] – Lidia’s background.
[10:36] – What is headless CMS & how is it helpful?
[17:20] – Do you build from scratch in a headless environment?
[22:00] – Are headless CMS quicker?
[26:00] – SEO optimizations in headless.
[31:30] – Other benefits of using a headless CMS system.
[36:00] – How well does AI content rank in it?
[39:52] – Where does Lidia see headless going in the next four to five years?
[44:45] – What kind of business should look into headless CMS?
[49:59] – How important is JavaScript?

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Resources mentioned:
https://www.sanity.io/shopify
https://www.sanity.io/sej – Free boosted Sanity plan for SEJ readers
https://www.dangler.co.uk/

Regarding SEO and other stuff you can do, I think the main pain point that Headless solves is content velocity.–Lidia Infante, [28:00]

Headless CMS can guide you a little bit more when it comes to optimizing web performance. Different headless CMSs will help you achieve amazing core web vitals differently.–Lidia Infante, [26:19]

B2C brands need to ensure that the experience they provide on their website is not the typical ecommerce experience of title, product, picture, price, and description. It’s more similar to the experience they can provide in a shop. –Lidia Infante

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect with Lidia Infante:

Lidia Infante is a consultant, writer, and speaker who has been working to help businesses grow their reach through SEO in European markets, the US, and Australia.

She got her start on the business side of things through psychology, allowing for organic growth strategies that are now driving ecommerce sites’ success!

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As part of her passion for SEO, she enjoys regularly participating in podcasts and webinars in the SEO community. She writes about international strategy, digital business, and women’s rights on her website.

Connect with Lidia on LinkedIn: https://www.linkedin.com/in/lidiainfante/
Follow her on Twitter: https://twitter.com/LidiaInfanteM
Visit her website: https://www.lidia-infante.com/

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

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