Archiv für den Autor: Andreas

Why Always-On Is Always Better for Driving B2B Influencer Marketing Success

Show of hands: How many of us brush our teeth at least twice a day? All of us? Great.

Now, a follow up question: Why?

The reasons are numerous, right? We care about maintaining our hygiene on a daily basis. We want to keep our smiles bright. We need to defend against offensive bad breath. We want to ensure the long-term health of our teeth, gums, and mouths. And, mostly, we want to successfully avoid pricey and painful dental work now and in the future.


The moral here? With consistency and commitment we reap both short- and long-term benefits—and avoid a whole lot of pain. And the same is true when it comes to B2B influencer marketing.

As we like to say of consistency and commitment in marketing: “Always-on is always better.” However, most B2B marketers aren’t brushing as often as they should when it comes to influencer marketing. In fact, roughly 11% of B2B influencer marketing programs are ongoing. To put this into perspective, 48% of B2C influencer marketing programs are ongoing.

From building lasting relationships to enabling marketing scalability, an always-on approach to working with influencers is always, always, always better in our experience for several reasons. Today, we explore three of those reasons with the help of seasoned influencer marketing leaders at B2B brands.

#1 – Strong relationships are at the root of influencer marketing success—and relationships aren’t built in a day.

At its core, influencer marketing is all about brands engaging and developing relationships with individuals—individuals who have relevant topical expertise, reach, and resonance that aligns with the goals of the brand.

“It’s really about building a relationship that brings value to both parties,” Amisha Gandhi, Vice President of Influencer Marketing for SAP Ariba*, told us not long ago. “Companies should approach influencers as partners, not just as people that they can use for their marketing efforts and launches.”

[bctt tweet=“Companies should approach influencers as partners, not just as people that they can use for their marketing efforts and launches. – @AmishaGandhi #B2BInfluencerMarketing“ username=“toprank“]

However, strong, long-lasting relationships aren’t built overnight, rather they’re sewed over time.

Success with influencer content is so much more than including a few famous people in a listicle post or quote roundup,” our own CEO Lee Odden says. “Competition for influencers is growing fast and there are only so many top influencers in each industry. It’s essential to create relationships now, long before you need to activate them.”

[bctt tweet=“It’s essential to create influencer relationships now, long before you need to activate them. – @leeodden #B2BInfluencerMarketing“ username=“toprank“]

And as that demand for working with influencers increases, it will become more and more difficult to capture and hold their attention. By committing now to always-on relationship building and collaboration, every party can “come out ahead,” as Rani Mani, Head of Influencer Social Enablement at Adobe*, told us in a recent interview.

“We at Adobe pride ourselves on cultivating and nurturing long-term relationships with our influencers,” she shares. “We look at it as dating with an eye towards long-term commitment, which means we are always looking to establish a ‘give-to-get‘ exchange where all parties come out ahead.”

[bctt tweet=“We look at influencer relationships as dating with an eye towards long-term commitment, which means we are always looking to establish a ‘give-to-get‘ exchange where all parties come out ahead. – @ranimani0707 #B2BInfluencerMarketing“ username=“toprank“]

And before your start to feel overwhelmed by the prospect of ongoing influencer nurturing and relationship building, don’t worry. Yes. It takes work. But by making it part of your integrated marketing strategy, you’ll have an opportunity to hone in on the specific characteristics and people who are the best matches for your brand.

“We used to think quantity was the key to everything,” Angela Lipscomb, Influencer Relations Manager for SAS, told us. “Now it is much more about quality over quantity. So, we’ve scaled back the scope of our engagement activities to focus on developing collaborative relationships with fewer individuals. That means that sometimes we focus on influencers who may not have the largest reach, but have greater engagement and subject-matter authority and the ability to inspire.”

[bctt tweet=“We used to think quantity was the key to everything. Now it is much more about quality over quantity. – @AngelaLipscomb #B2BInfluencerMarketing“ username=“toprank“]

#2 – Influencers can be an extension of your content marketing team.

Content is the strategic foundation of marketing. Period. But marketers frequently cite that consistently creating strategic, quality, engaging content is a top marketing challenge.

However, with an army of influential voices—an army that you’ve carefully cultivated and nurtured over time—you have a band of partners who can be an extension of your in-house content marketing team.

In addition, by co-creating content with influencers on a regular basis, you give influential experts with a steady medium to share valuable expertise and perspectives, as well as provide your audience a drumbeat of influential, insightful, on-brand content.

“Partnering with an influencer allows you to highlight your brand’s own existing narrative in a new way, so that you can reinforce the proof points you really want your customers to know,” Whitney Magnuson, Global Head of Social Media and Influencer Programs for IBM, told us not long ago.

[bctt tweet=“Partnering with an influencer allows you to highlight your brand’s own existing narrative in a new way. – @whitneymagnuson #B2BInfluencerMarketing“ username=“toprank“]

Oh, and you can fill your editorial calendar, add flavor to your content campaigns, extend your audience reach—and the list goes on. And as Lee has said:

“For any kind of content a business creates and publishes to the world, there is an opportunity for collaboration with credible voices that have active networks interested in what those voices have to say.”

#3 – An always-on commitment to influencer marketing helps you refine, evolve, and scale your marketing efforts.

Marketers are in the business of driving results, which means we’re constantly reviewing our tactical mix and strategic priorities. This constant vigilance helps us grow in marketing sophistication so we can drive success at scale.

Simply put, we don’t set and forget—we optimize and evolve our approach to achieve success. But with just one-tenth of B2B influencer programs falling in the “ongoing” bucket … there’s immense opportunity for improvement and alignment. As Dr. Konnie Alex, Head of Corporate Influencer Relations for Dell*, shared with us:

“A sophisticated influencer program doesn’t rely on a single identification method or one-time vetting process to start and maintain a relationship with an influencer, but rather develops a scorecard that gets constantly reviewed and, most importantly, evolves as this emerging field matures. At this point, we review strategy, methods, tactics, and measurement on an ongoing basis.”

Konnie also said: “We have a number of strategic partners who never stop evolving or expanding their expertise. We value them highly and feel that they represent a reflection of our brand’s values and long-term vision.”

[bctt tweet=“A sophisticated influencer program doesn’t rely on a single identification method or one-time vetting process to start and maintain a relationship with an influencer. It develops and evolves. – @konstanze #B2BInfluencerMarketing“ username=“toprank“]

Speaking of long-term, an always-on approach to influencer marketing can help you strengthen all your other marketing efforts. How?

For one, you can keep a pulse on your evolving audience.

“Strategic partnerships with influencers provide for an outside-in view when creating content for our customers,” Konnie said. “We need to constantly ensure that, as a brand, we don’t start talking to ourselves, but keep a keen focus on the evolving challenges our customers have and on the language they use to express these challenges.”

And secondly, you can create better experiences that lead to real results.

With influencer marketing, you’re looking to offer a better experience to your customers and deliver knowledge-based educational content with a third-party voice,” Amisha shared. “These experiences can be achieved through content, influencers speaking directly to customers, nurturing them through digital and high value assets. This approach with influencers will help you to drive sales journey and demonstrate pipeline touch.”

Smile for Always-On B2B Influencer Marketing

While many B2B brands are still cutting their teeth on influencer marketing, success and sophistication are rooted in giving the practice constant attention and care.

This commitment will not only help you grow lasting relationships with influential leaders in your industry, but also enable consistent, quality content creation and make a scalable impact on your overall marketing strategy.

Looking for more inspiration? Check out these five examples of B2B influencer marketing in action.

*Disclaimer: SAP, Adobe, and Dell are TopRank Marketing clients.

The post Why Always-On Is Always Better for Driving B2B Influencer Marketing Success appeared first on Online Marketing Blog – TopRank®.


Digital Light

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Wie erscheint ein neues Benchmark-Produkt im richtigen Licht? Für unseren Kunden Mercedes-Benz haben wir anlässlich des Genfer Automobilsalons das Thema Digital Light perfekt ausgeleuchtet. Hierfür haben wir ein Medienpaket konzipiert und gestaltet, bestehend aus einem Key Visual und 3D-Infografiken. Schnell wurde für jeden ersichtlich: Mercedes-Benz ist First Mover in der Automobilbranche.

Design Hoch Drei


Google Ads 2019: What to look out for

opting for conversion bidding in Google Ads

2018 was an eventful year for Google Ads. We saw a number of big changes and improvements including:

  • A re-branding – Google Ads was re-branded from Google AdWords and according to Google this is more encompassing and makes it easier for businesses to advertise across their platforms.
  • New interface – according to Google is faster and easier to use than the previous interface and includes more features to reach your advertising goals.

However, 2019 is promising to be an even better year as advertisers take full advantage of the previous years changes and the new ones that are to be released:

15 seconds non-skippable video ads

Advertisers running TrueView in-stream Ads on YouTube can now benefit from 15 second non-skippable video ads. This has only been available to advertisers via YouTube reservation, but will now be available to advertisers running auction campaigns in Google Ads.

In an announcement, Google said:

“Today we’re expanding access to advertisers running auction campaigns. Recognizing that advertisers should have access to the full range of creative options regardless of how they buy – whether in advance via reservation or in the Google Ads auction.”

Google has started to roll it out to all advertisers and full availability will be coming in the next weeks. And Google has noted that it will cap the number of ads a user sees to ensure they have a great experience while watching YouTube videos.

As an advertiser you can now head over to Google Ads and setup a Video 360 or Display campaign. So you now have a wider range of creative lengths and viewer experiences to achieve your advertising goals.

Paying for conversions

An exciting new update for advertisers in 2019 is the option to pay for conversions for display ads. This is available for Display campaigns only and means you won’t pay for clicks, but only when visitors convert on your website or app.

This option is only available if you’re using a Target Cost Per Acquisition (CPA) bid strategy in a Display campaign. The main benefit is that you’re not charged for clicks or impressions like traditional PPC campaigns, but only for sales or leads that your campaigns receive.

Also, you won’t pay more than your Target CPA bid. For example, if your Target CPA is $5 and you drove 30 conversions over the week, you’ll pay only $150. This is a welcome update for advertisers on the Display Network where conversion rates are historically lower than Search campaigns.

So, during campaign setup you can opt for conversions bidding as seen below

Responsive search ads

Responsive search ads are the latest update to text ads. These gigantic text ads are the future of search ads as they take up more space in the auction search results and give advertisers more prominence.

responsive search ads on mobile

They include up to 15 headlines and 4 descriptions, which is far much more than expanded text ads.

The Google Ads system rotates the headlines and description in your ads and shows the most relevant things the search term. This saves you a lot of time too because you don’t have to create many ad assets and can instead focus on performance.

Competitor level

Competition on Google is on the rise. According to Google there are now over 4 million businesses advertising their products and services on the Google Ads platform. So, as an advertiser you have many competitors to contend with.

Research from Wordstream reveals that click costs have increased too. It’s now common to see costs higher than $10 per click and that’s not for just insurance, loan and mortgage keywords

With new advertisers joining Google Ads each year, it’s inevitable that costs will continue to rise. So, you should take action like updating ads, search terms and keywords to make them highly targeted and differentiated.

Also, look to achieve high ad positions by improving quality scores and not by increasing your bids.

Mobile search increase

According to Statista, mobile searches in 2018 accounted for over 51% of searches. And the number of people in the US using smartphones for search will increase to 220 million by 2020.

So the implications are clear. As an advertiser you should be working to offer a good user experience for your visitors.

That includes:

  • providing a fully responsive website
  • providing a mobile website that you can direct traffic too
  • use mobile bid modifiers to increase ad position on mobile devices (ranking at the top is especially important on mobiles)

Although conversion rates are still lower on mobile than desktop, that is set to change too. Users are finding it more comfortable completing transactions on mobile devices and this is set to increase in 2019 and beyond.

Cross-device attribution reporting

Cross device reporting is nothing new to Google Ads and reports like the Device report have allowed advertisers to attribute to conversions. However, cross device reporting is now coming to Google Analytics.

You can now segment and visualize your data across devices and see how each device is helping achieve conversions for your Google Ads campaigns.

These reports live within your Audiences section in Google Analytics and help you to see how many devices used to access your website. You can also see the last 5 devices that contributed to a conversion and you can see the relationship between acquisitions and conversions.

cross-device attribution reporting in Google Ads


2019 promises to be an interesting year for Google Ads. Google will be releasing new features and updating existing ones like the new interface released in 2018. As an advertiser you should look out for new releases to help you reach your goals.

The post Google Ads 2019: What to look out for appeared first on Search Engine Watch.


In-vitro Fleisch – kultivierter Genuss

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Fleisch aus dem Labor? Meist weckt dieser Gedanke in uns dystopische Assoziationen aus dem Science Fiction Genre.

Dass aus dieser Vision in naher Zukunft Realität werden soll zeigen die ersten Ergebnisse global agierender Forschung innerhalb der Zellkultivierung.

Aber wie kann dieses kultivierte Fleisch hergestellt werden? Warum wird daran gearbeitet und wer ist beteiligt? Wie würde eine solche Innovation von der Gesellschaft aufgenommen? Was ist in-vitro Fleisch eigentlich?

In meiner Diplomarbeit beschäftigte ich mich intensiv mit der Thematik und setzte die wichtigsten Ergebnisse meiner theoretischen Arbeit grafisch in einer Informationsbroschüre um.

Diplomarbeit an der Fakultät Gestaltung der Hochschule Wismar.

Sarah Heimburger