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Instagram’s Enhanced Creator Tags: Implications for B2B Influencer Marketing

Enhanced Instagram creator tags for B2B marketers group of professionals image

Enhanced Instagram creator tags for B2B marketers group of professionals image

How can B2B marketers make their content stand out and highlight the talented subject matter experts, creators, and influencers they partner with?

Earlier this year Instagram rolled out new enhanced tagging features that allow digital marketers to do a much better job of indicating and crediting the various influencers and creators involved in the creation of content shared on the platform.

Instagram’s addition of enhanced tagging — which is also available for use in video Reels — offers significant new exposure opportunities for B2B content that has been created by multiple professionals, often precisely the type of content that is either made or co-created by industry influencers.

Let’s take a look at some of the advantages provided by Instagram’s enhanced creator tags, and how B2B marketers can best put them to use.

1 — Straightforward Setup Process

The process of using the enhanced tagging features is fairly straightforward, however there are a few caveats to be aware of as you move to incorporate them into your B2B marketing workflow on Instagram, in order to get the full effect of Instagram’s latest tagging elements.

Instagram Image

While Instagram has moved to make more of its features available to desktop users, the enhanced tagging features were initially only available from the mobile app.

Simply having content creators or co-creators tagged goes a long way, and shows a clickable link to learn more about or follow the people involved in the digital assets you find helpful on Instagram. The updated tagging feature can do more, however.

2 — Switch On A Business Or Creator Account

One aspect of the enhanced tagging system takes on even more value, and that’s when the people tagged have gone through the simple process of setting up their Instagram profile as either a creator or business account.

Tagging people with a creator or business account adds a second line of helpful information below the person’s username, containing a category they’ve selected, such as a few B2B-related examples listed here:

  • Video creator
  • Digital creator
  • Writer
  • Author
  • Advertising Agency
  • Marketing Agency
  • Market Research Consultant
  • Advertising/Marketing
  • Internet Marketing Service

To ensure that anytime your brand or the influencers you work with are mentioned using an enhanced tag that also shows category information, it’s easy to switch your Instagram account from personal to professional — there is no waiting period or fee involved — simply access your account settings and select the option to switch to a professional account.

From there you can choose between a creator or business account, described by Instagram as:

  • Creator accounts are best for public figures, content producers, artists and influencers
  • Business accounts are best for retailers, local businesses, brands, organizations and service providers

After choosing your account type, you’re given the option to select a category that best fits how you use Instagram, and this will be the category that shows below your username when others include you using enhanced tagging — however keep in mind that you must also tick the “show category on profile box” option.

Instagram uses a search box for finding the most relevant category for creator and business accounts, such as those we listed above, and it can be worthwhile to experiment with the available categories, as new ones may be added over time that better describe your own B2B marketing niche.

3 — Ripe For Implementation By B2B Brands

In the B2B arena, the new Instagram enhanced tagging is ripe for implementation by brands and marketers looking to distinguish their content from the competition, and to highlight the subject matter experts and influencers they partner with.

It’s still early days for implementation of the enhanced tagging, and those brands and B2B marketers willing to put them to use will be among the first to stand out as multiple contributors are highlighted in co-created content.

[bctt tweet=““The new Instagram enhanced tagging is ripe for implementation by B2B brands and marketers looking to distinguish their content from the competition, and to highlight the influencers they partner with.” — Lane R. Ellis @lanerellis“ username=“toprank“]

4 — From One Influencer To Many Others

When Instagram’s enhanced tagging becomes more regularly utilized, it will represent a powerful way not only for influencers to have the digital work they’ve helped create gain greater exposure, but it will also be a helpful way to find new industry experts who are tagged alongside an influencer you may already be aware of.

These days top performing digital content can involve a slew of talented creative professionals, from marketers and writers to video, audio, and social media specialists, and Instagram’s new enhanced tags make it easy to shine a light on everyone who had a hand in building a successful digital asset.

4 — Tagging Gives Voice To Underrepresented Talent

While not unique to Instagram, the new enhanced tagging features can play a helpful role in giving a greater voice to traditionally underrepresented talent.

Instagram’s augmented tagging features were brought to life through the help of three women in technology, who were each profiled in the Snobette interview, “Meet The Women In Tech Behind The Instagram-Enhanced Tagging Feature.”

“In a world where online visibility directly leads to brand sponsorships and other types of monetary opportunities, crediting is more important than ever,” Alexandra Zaoui, music data analyst at Instagram-parent firm Meta, observed.

[bctt tweet=““In a world where online visibility directly leads to brand sponsorships and other types of monetary opportunities, crediting is more important than ever.” — Alexandra Zaoui @ZaouiAlexandra“ username=“toprank“]

“One of the biggest challenges about being a woman and particularly a Black woman in tech is not seeing nor working with others like you,” Cameryn Boyd, software engineer at Meta, noted. “I’m passionate about bringing other Black women and underrepresented people into tech because that is how and when some of the best and most equitable innovation happens,” Boyd added.

Just as in the B2C marketing world, B2B influencer marketing can help amplify underrepresented voices, and features such as Instagram’s new enhanced tagging help expand such efforts.

Our CEO Lee Odden featured efforts that give voice to talent as one of the top methods for elevating B2B marketing in 2022, in „Three of the Biggest Opportunities to Elevate B2B Marketing in 2022.“

[bctt tweet=““B2B marketers are in a unique position to make choices about how they represent their customers in content, who they partner with in content collaborations and the influencers they engage.” — Lee Odden @LeeOdden“ username=“toprank“]

Instagram Enhanced Tagging For B2B Marketing Success

By fully embracing Instagram’s new enhanced tagging capabilities, savvy B2B marketers can lead the way and set a good example for the influencers, digital creators, and industry experts they work with, in a process that’s beneficial for both brands and influencers alike — not to mention both existing and potential customers.

Instagram is just one of the digital menagerie of social media platforms that top B2B brands use to engage audiences, however as an increasing number of B2B firms find success on platforms including TikTok and others, having a solid cross-platform tagging strategy in place will give you an edge over those who don’t.

Creating award-winning B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why an increasing number of firms are choosing to work with a top digital marketing agency such as TopRank Marketing. Contact us to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

The post Instagram’s Enhanced Creator Tags: Implications for B2B Influencer Marketing appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

5 Ways Influencer Marketing Builds Trust for B2B Brands

b2b influencer marketing trust

b2b influencer marketing trust

Ever notice that the people who say, “trust me,” are the least trustworthy people around? Something about those two little words immediately puts people on guard. If you were really trustworthy, we think, you wouldn’t have to ask.

Right now, we have a serious trust gap in our cultural institutions. The Edelman Trust Barometer for this year shows a continued downward spiral. Nearly half of respondents view the government and the media as divisive forces in society, rather than sources of reliable information.

“Trust me,” says the senator. “Trust ME,” says the pundit. And most of us say, “no, thank you.”

This trust gap may seem like the perfect opportunity for business to step in. After all, B2B brands want to be trusted advisors to potential clients. The only problem is, even if consumers trust us more than the government or media… they still don’t trust us all that much.

Thankfully, this is one of the many B2B marketing challenges that co-creating content with influential industry experts and thought leaders can fix. Here are five ways that B2B influencer marketing can build trust.

#1: Boosting Visibility

This is influencer marketing at the simplest level. If a trusted influencer in your industry has a million followers, and your brand accounts have a couple thousand, the influencer’s participation widens your audience.

Of course, influence isn’t solely about numbers. The right influencer should have a sizable audience that is immediately relevant to your brand. And they should be actively engaging with that audience, not just broadcasting.

With a truly relevant, actually influential person aligned with the brand, you can boost visibility in a meaningful, useful way.

#2: Boosting Credibility

In addition to amplifying your message, the right influencers can make your message—and the intent behind it—more credible. For example, our client Prophix could have written an eBook by themselves called “The Ultimate Finance Software Purchase Guide.” However, since Prophix is a Finance platform, one would suspect highly biased advice from them.

Image of Prophix eBook with influencer contributionsInstead, Prophix co-created three smaller assets on specific aspects of digital transformation in Finance. Each one features three respected thought leaders in the field.

Now Prophix is saying, “This is the way the industry is headed, according to these experts,” rather than, “We think you should buy our solution.”

Influencer co-created content shows that you genuinely care about the audience, and are committed to presenting something of value they can’t get anywhere else.

#3: Aligning with Purpose

Purpose is becoming a major differentiator for both B2B and B2C. Consumers and B2B buyers alike want to spend money with people who have the same values. That means brands need to:

  • Define their values
  • Live those values
  • Broadcast their values in a meaningful way.

Influencers can help with the last item on the list. Partnering with influencers who are passionate about a purpose can help your brand demonstrate its commitment to the cause.

For its Champions of Science podcast series, client 3M worked with purpose-driven influencers each episode. These folks were chosen to illustrate 3M’s commitment to advancing scientific causes, increasing accessibility to science education, and beyond. By giving a platform to these passionate people, 3M was able to express their brand’s values without having to say a word.

#4: Amplifying Voices

We covered how influencers can help amplify your content. But what can your brand do for up-and-coming influencers? Especially those in marginalized or historically oppressed communities?

Every brand should have diversity and inclusion as part of their expressed and lived values. One way to get closer to that goal is to lend your platform to promote diverse voices.

When you’re looking at co-creating content with influencers, keep an eye out for up and coming folks that you can help get heard. Most importantly, don’t look for a person of color only when it’s Juneteenth or Black History Month. Don’t seek out a transgender person solely to talk about Pride Month or trans issues. Make diversity a habit for all your content. It’s an easy way to show your audience that you’re sincerely committed to inclusion.

#5: Building Community

Let’s talk about building community. What do I mean by that? Well, when you have a group of influencers that you work with regularly, you can help them get to know each other. You can make mutually beneficial introductions. You can put them in conversation with each other, let them bounce ideas off one another, brainstorm and innovate and create cool stuff.

When your influencers are truly a community, you’re constantly providing value three different ways:

  1. Helping influencers meet and network
  2. Helping influencers come up with cool new stuff
  3. Generating great content for your audience

Ultimately, you can put a community of trusted influencers directly in contact with your audience, through a brand-owned channel. For example, you could have a webinar series with live Q&A. Then continue the conversation in a brand channel— on a showplace Page or Group on LinkedIn, or a brand-hosted forum on your own site. Their interactions will help build trust within the community, with the brand, and with your audience.

It’s Always Been a Matter of Trust

In the immortal words of the Bard himself, Billy Joel, “You can’t go the distance with too much resistance… it’s always been a matter of trust.” The Piano Man saw it way back in the 80s, and it’s far past time for B2B Marketers to catch on.

The way to reduce resistance with B2B buyers is to build trust. The way to build trust is to align the brand with trusted, authoritative, influential people, and work with them to bring useful content to your audience and prove your commitment to the brand’s values.

Are you ready to kickstart an influencer marketing program for your B2B brand? We can help.

The post 5 Ways Influencer Marketing Builds Trust for B2B Brands appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

B2B Marketing News: B2B CMOs Prove Value, Free Adobe Photoshop, B2B in Cannes, Metaverse On Track to 5 Trillion

B2B Marketing Statistic MarketingCharts

B2B Marketers Seek Advanced Metrics to Prove Their Worth. CMOs are feeling pressure to prove their value to others in the C-suite, and that desire to show marketing’s impact on pipeline and revenue is a leading reason why B2B marketers are increasing their focus on – or need for – deeper metrics, according to a study from Demand Gen Report, in association with Align BI. MarketingCharts

Why Cannes 2022 is a shining moment for B2B’s creative journey. Called The Creative B2B Lions, an official jury will award 11 winners for marketing disciplines such as cross-channel storytelling, brand experience, innovative content, and other areas between June 20 and June 24. The Drum

Adobe plans to make Photoshop on the web free to everyone. Adobe has started testing a free-to-use version of Photoshop on the web and plans to open the service up to everyone as a way to introduce more users to the app. The Verge

Facebook is Changing its Algorithm to Take on TikTok Leaked Memo Reveals. Rather than prioritize posts from accounts people follow, Facebook’s main feed will, like TikTok, start heavily recommending posts regardless of where they come from. The Verge

YouTube Shorts Has More Than 1.5 Billion Monthly Video Viewers, Google Claims. YouTube Shorts now has more than 1.5 billion monthly logged-in users. That amounts to around three-fourths of YouTube’s total global base of upwards of 2 billion logged-in monthly users. Variety

B2B Influencer marketing statistic

What’s Standing in the Way of B2B Companies Providing A Great Customer Experience? The top two responses across each function were lack of communication between teams and misaligned efforts and goals between teams. MarketingCharts

Metaverse Spending to Total $5 Trillion in 2030, McKinsey Predicts. 79% of survey respondents said they have already made a purchase in the metaverse. Wall Street Journal

Semrush Introduces Tools To Help Build Content, Expands Support For List Management – The Content Outline Builder helps to create detailed content briefs in seconds. Users type in the domain and the topic or keyword, and the tool returns a list of content opportunities to choose from. Users can then click on the ones they want to gain access to. MediaPost

Twitter Shares New Research into the Effectiveness of its Offensive Reply Warnings. Twitter’s warning prompts use automated detection to pick up any likely offensive terms within tweet replies, which then triggers this alert to add a moment of hesitation in the process. In February 30% of cases where users were shown these prompts, they did in fact end up changing or deleting their replies. Social Media Today

Pinterest Debuts Idea Ads, Paid Partnership Tool. Pinterest introduced two new ad options in the run-up to the Cannes Lions International Festival of Creativity: idea ads and a paid partnership tool. AdWeek

ON THE LIGHTER SIDE:

Moat Cartoon Tom Fishburne

Has your business built a moat? Thoughts and cartoon from Tom Fishburne — Marketoonist

If you’ve come across B2B marketing news stories we should know about, please don’t hesitate to share in the comments below.

Thank you for taking the time to join us for this week’s TopRank Marketing B2B marketing news. We hope you’ll return again next Friday for another collection of the most relevant research and newsworthy information about the B2B and digital marketing industry. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily B2B marketing updates.

The post B2B Marketing News: B2B CMOs Prove Value, Free Adobe Photoshop, B2B in Cannes, Metaverse On Track to 5 Trillion appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

Four Ways B2B Influencer Content Builds Better Marketing Reach & ROI

B2B Influence Marketing ROI

B2B Influence Marketing ROI

Nearly every marketer is familiar with B2C influencer marketing, such as it is. Celebrities promoting iPhones, various alcohols and even “probiotic” yogurt. You like the celebrity, so you’re supposed to like the product.

But does associating a brand or product with a popular individual really work for B2B marketing? …really? Well, in a sense, yes, as TopRank Marketing has been proving for quite awhile now with companies like LinkedIn, Dell, SAP, and many more. B2B influencer marketing represents a huge opportunity for companies of all sizes to expand their reach and generate better ROI from their content. However, activating influencers to advance B2B marketing and business goals doesn’t work exactly the same as with B2C.

Instead, effective B2B marketing that includes working with influencers is all about connecting your brand with subject matter experts who have built a devoted following by really knowing their stuff. B2B influence is less about popularity and more about relevance – but both are still important. Working with industry experts raises a B2B brand’s profile and makes the most of an online presence in multiple ways.

Here are a few of the ways B2B brands are benefitting from B2B influencer marketing and how you can too:

Finding and sharing highly-qualified audiences

All influencers bring followers with them – that’s a big part of why they’re valuable in the first place. It’s also why B2B influencers can be particularly valuable, especially if you team up with the right one for your business.

B2B influencer followers can represent highly-qualified and, often, highly-motivated prospective customers. These potential buyers follow the influencer because they have an active, ongoing interest in the subject matter that the influencer covers. They want to stay up to date and involved in the conversation.

By co-creating content with the right influencer, you can make your organization a part of the ongoing industry conversation their followers are so interested in.

Not only will you reach new audience segments who may not have known about you before, but those audience members will be perfectly suited to understanding the unique value proposition of your organization relative to your industry. And you’ll have impressed them by demonstrating you’re in the know, just like they are. Which brings us to another huge benefit to B2B influencer content:

Demonstrating social proof

The proliferation of information broadly available on the internet has changed the way B2B marketing works forever. Simply put: about 75% of B2B deals are made… before the company’s sales team ever gets involved.

How is that possible? Because of content. These days, B2B buyers devote a lot of time to researching a company before you even reach out. They’re scrutinizing every element of your website, buyer reviews, and LinkedIn profiles. They’re reading your case studies, researching your former clients and competition, and looking up your employees. All this before they even respond to your email one way or another!

And, while some particularly meticulous researchers may be loath to admit it, a great deal of this research is socially-based. To borrow the old adage, “it’s not what you know, it’s who you know.” B2B buyers want social proof that you are who you say you are – and they want to get it from someone other than your own marketers or salespeople.

Influencers are one of the best ways to give that proof to them. When an influencer works with you, they’re staking their reputation on you. Working with a highly-respected and renowned influencer shows that, at least according to them, you’re the real deal. And if your buyers follow and respect the influencer, that means they’ll respect you, too.

Becoming newsworthy

Nothing stays still for long in the B2B world. Everyone’s making moves – acquiring other businesses, developing new products and services, coming up with new innovations – and everyone’s always looking for what’s next. To take advantage of this dynamic environment, it’s essential that your marketing taps into what’s next.

B2B Influencers do this almost inherently. After all, they didn’t pick up their following by repeating the same old spiel over and over again. They’re tuned into what’s happening in the areas of their interest and constantly finding a way to stay at the forefront of it, offering interesting insights and takes on the latest goings ons. Their audience follows them because they’re hungry for the insider scoop on whatever’s about to happen.

If your B2B brand can provide that scoop with the help of one of the influencers your industry knows and respects, you won’t just have a highly-relevant and effective piece of content on your hands; you’ll be more relevant than the competition.

No matter what industry you’re in, make no mistake: connecting with today’s buyers is about moving fast, and there’s always news to be found. With the help of the right influencer, you can be that news.

Fostering lasting relationships

Achieving marketing ROI takes place on a longer timeline in B2B than when selling consumer products. In most cases, B2B buyers aren’t one-time-only… at least, hopefully. Instead, they’re long-term clients you may enjoy a working relationship with for years. You want these clients to look to you as a trusted service provider and subject matter expert.

Influencer content can help facilitate those long term customer relationships. By partnering with the movers-and-shakers of your industry to cover the hot topics of today, you’re not just extending your reach or enticing highly-qualified new prospects. You’re also showing existing (and former) clients that you’re relevant and leading the competition.

Each new piece of influencer content can put your B2B brand back at the forefront of your industry’s combination. The long term, ongoing content collaboration relationships B2B brands develop with relevant and popular influencers can in turn, help create long term relationships with customers.

New and old clients alike often see influencer content as proof that you’re still looking out for them. You’re still hungry, still engaged, and still actively working on finding new innovations and delivering better client experiences.

At TopRank Marketing we’ve seen this situation happen time and time again: a B2B brand loses a customer. Months pass, or maybe years. But the lost customer still follows the B2B brand on LinkedIn while the brand’s sales team considers the opportunity dead in the water. Then, the B2B brand collaborates with an industry influencer to publish new content: a video, an interview, a podcast. Someone from the lost customer company reacts to the influencer content and InMails their former contact at the B2B brand. The relationship rekindles, and the B2B brand is back in.

This is the magic of Always-On influencer marketing.

If you are interested in more in-depth insights, case studies, best practices and predictions for the future of B2B influencer marketing, sign up for early access to the 2022 State of B2B Influencer Marketing Research Report. Or if you want to put our 10 years of B2B influencer marketing experience to work for your B2B brand, let’s talk.

The post Four Ways B2B Influencer Content Builds Better Marketing Reach & ROI appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com