Why influencer marketing is the future of content

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In many posts have we written about the relevance of influencer marketing and how it differs from the value of brand advocates. Today, many marketing organizations and brands have understood the power of influencer marketing and dedicate a significant amount of their budget to them. And there are good reason for it which we can see from one of the latest infographics in the market provided by the guys from The Shelf.

Shoppers trust in influencers and use them as their third-most-consulted consumer decision information source. Although brand and retail sites are still in the lead as an information source. Blogs already come in right after them, even ranking higher than well-trusted social networks like Facebook, YouTube, Pinterest, Twitter and Instagram.

Years ago, we have made clear that the 3 Rs of the social consumer will be leading the decision making process in the future: ratings, reviews and recommendations. The infographic is another proof for our thesis those days. These days, influencer are more trusted than brand content where recommendations have got the biggest power with 92% of consumers trusting in those. Reviews have become the second most trusted source (70%). People also try to stay on top of thought leaderwith blog content that is consulted by 47%.

Although the opportunities are there, only two out of three marketers (65%) invest in influencer marketing so far. and every second company separates their budgets for sponsored social content from other budgets (52%). Still, the amount of investment is not „nickles and dimes“ anymore for brands and companies. Every fourth company already spends over $500,000 already.

Spot On!
Why influencers play an important role inside your content strategy is obvious. They can explain products from various subjective and objective angles. They can play an important role in your community management when negative input needs tob e turned into positive arguments. They can have a big impact in your content production strategy in having an external view on your business and relevance in the market, and thus become your „search-engine-optimizers“. And, they will play a significant role in your sales approach if you take your time to think about it (or maybe talk to us if you don’t have an answer).

Have a look at the infographic and decide yourself if and how you would like to use influencer marketing in the future.


Hashtags: The what, how and why of success

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Even some years ago, I did not really detect the value of hashtags – however it was the days when only Twitter used hashtags. Nowadays, there are still not many people able to detect the secrets and the power of hashtags in the social web world. And probably the majority of marketers still wonders if they cannot leave out the hashtags in order to make the posts more readable.

Hashtags offer a lot of benefits if you use it properly – to be searchable, to be findable, to be categorizable, to follow, to monitor as a brand, a service or a person. Hashtags are not a Twitter thing any longer: Facebook, Instagram, Google+, Google search, and various other platforms also make use of the „computer-cross“ as one of our clients called it the other day in a workshop we did with them.

As (social) marketing campaigns are measured on engagements, it is fair to say that hashtags in campaigns are boosting engagement by up to 50%. Working with two hashtags seems to be the golden secret as more hashtags will kill the „boost-engine“. Still… Maybe not always though. Instagram posts with 11+ hashtags even showed the highest number of engagements. And on facebook you might also not use hashtags at all as those were most successful.

PS: If you do not know how to use hashtags, maybe check out this latest advice from Terri Seymour.

Please find the latest insights put together in an infographic by Surepayroll.


Salesforce tells us how to perfection our Instagram strategy (Infographic)

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Instagram is the rockstar kid on the social media street these days… at least among the younger generations GenY and GenZ as far as we can argue from our latest advice and studies we are seeing all over the world. And when users have shared over 30 billion photos on one platform that tells a trend.

Now, many marketers wonder wether they should invest in Instagram to create new content, how often they shall share something, and in which way to present their brand to their target group. Salesforce offers some interesting advice with an infographic called „Say cheese!“.

Salesforce thinks that posting quality photos on a regular basis is one of the key tactics.

Regular? Well, find the „balance between over-saturation and falling to the wayside“. Understood? No? Maybe try not to put yourself in the focus of your brand and company name in pictures all the time.

Quality? Whatever that means as it stays in some way undefined. Maybe they mean types of photos more than quality of photos. Their advice is to use previews of upcoming products or events, and employees.

Style? „Write clear and engaging descriptions that reflect and enforce your brand’s message“. However, the question remains what engaging descriptions are. The answer we think would be to include questions in descriptions: Ask, ask, ask.

Spot On!
Our main advice would be to reach out to those Instagram users that are sharing content that engages already others that might be in your brand customer range. And somehow the secret sauce is: Re-post, re-share and comment. Don’t always think about many own accounts on Instagram. Just make sure „you don’t look like a robot.“


Status Social Selling in 2015 (Infographic)

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Not many companies are leveraging the power of social selling so far. Just recently have the guys at PeopleLinx released some findings on how companies and brands are using social media for their sales efforts. And it becomes clear that they still have a long way to go to incorporate social media into their sales process.

The main findings of the study among 277 B2B sales and account management professionals in U.S. B2B companies (500+ employees) show mainly three things…

1. Salespeople & social selling. Nearly three out of four marketers (73%) state that at least one social network is valuable for their sales efforts. LinkedIn (76%) is seen as the most valuable of the „big four“ social networks, followed by Facebook (44%), Google+ and Twitter (16%).

2. Salespeople & sales process.
Social media is not part of the sales process. Just 31% of respondents include social in their process as just one out of four is clear about how to use social in the sales process.

3. Salespeople & Social media sales training.
Only 11% of sales reps answered that their company offers training on social selling. Surprising as the adoption rate accelerates from 28% to 74% when training gets offered and executed.

Salespeople who want to be relevant to their customers in the future will need to adopt to social media and use it for their sales efforts if they want to stay on top of the curve. The team at Sales For Life now came up with some nice infographic which also makes clear why companies should better jump on the social selling train. Any questions?


Influencer Trust and Recommendation – A real challenge for marketers (Infographic)

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Some years ago and in many seminars, we make clear that the 3Rs of social consumers will revolutionize the sales world: ratings, reviews and recommendations. However, the question arises what make people recommend brands and services? What is their intrinsic motivation or human driver that makes them push out more positive comments around a brand.

A recent infographic by Social Media Link pulled together the most important findings of a study that surveyed 24.000 social media consumers. Still, the best customer experience that leverages recommendations is „a positive experience with the brand“ (93%) and „receiving a free product or sample“ (79%). On the other hand, a poor customer experiences motivates sharing, too. 71% stated „a negative experience with a brand“ makes them write a review as well.

The survey respondents also mentioned that they are more likely to trust a product recommendation on Facebook than any other social network (71%), followed by Instagram with only 38%.

Not surprisingly, Facebook and retailer websites ist he place to discover new brands and services (53%). However, for purchasing the retailer becomes more important and after purchasing a product people use predominantly Facebook to share their buy (54%) – again Instagram comes in second place.

Spot On!
Now, when you think you just need to give a free product to someone, it makes them write a review or recommendation, you might be wrong. Although, 88% trust friends’ and family members’ reviews when these write about their give free product in exchange, the bloggers only come in at 78%. BUT: Is payment included in exchange for the review, trust-level goes down – especially at bloggers to 48%. Still, the best way ist o have apersonal story which is authentic, not animated and personal.


Study: B2B executives believe they are not delivering on demand generation

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It is a poor testimonial that B2B enterprise executives give their demand generation efforts. According to recent survey conducted by ANNUITAS, most of their campaigns aren’t meeting the goals oft he leading company heads. When just 2.8% of rsurveyed respondents say their campaigns are effective, most of us will wonder what needs tob e done to become more effective.

The study titled „Enterprise B2B Demand Generation Research Study“ focussed on marketers in the B2B enterprise space with 500+ employees and over $250 million in annual revenue.

The study shows that there is obviously a massive disconnect between what marketing departments want to deliver and how the results should look like. Measurement, metrics and KPIs seem not at all aligned with the business goals which somehow surprises bearing in mind that the industry is talking about this phenomon for quite some time now.

Still, marketing decision makers are not very much successful with their demand generation. When 60% state they don’t feel successful with their tactics and just under three percent feel very effective, it speaks a clear language.

The study comes alongside some recent survey by… which also shows that one oft he challenges ist he alignment with sales departments and their leaders. Many companies still are not clarifying what needs tob e done to deliver on demand generation efforts.

Especially when it comes to lead generation, the quality of leads is a point of unalignment. In terms of goals, the quality of leads is for 77% the most pressing goal, followed by customer cross-sell/upsell (56.6%), volume of leads (51.9%), and brand awareness (50.9%).

Spot On!
The survey proves that demand generation is not meeting buyer expectations. Whether it i content marketing or the creation of buyer personas, marketers need to improve their knowledge and capabilities in demand generation in order to meet business expectations. Companies need to invest in coaching and training when they keep up with the market and have a clear demand generation strategy.


Why fans and friends unfollow brands on Facebook, Twitter & Linkedin (Infographic)

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Some years ago, the guys at ExactTarget told us why people follow and unfollow brands on social networks and other communication platforms. Time for an update you think? Well, here we go…

The guys at BuzzStream and Fractl conducted some research, asking more than 900 people on why they unfollow brands on social networks. With their And the infographic The Unfollow Algorithm they share their findings with us.

First of all, the big winner seems to be Linkedin. Almost only half of all companies or brands (49%) need to fear that they get unfollowed by their users. More problematic seems to be Facebook: 25% of the respondents said that they unfollowed a brand’s official social media page in the last month. And, also Twitter is losing out: 12% of Twitter users stated they unfollowed a brand in the last few days.

So what are the main reasons for the „unfollow algorithm“? Well, the main reasons is that content of brands becomes repetitive and boring – 21% made clear they will unfollow a brand then. The frequency of posting is also ritical for users. If a brand posts too frequently (over 6 times per day) people will unfollow the brand page.

And what do people want? Almost every one in four (22%) claimed that „images“ is the most preferred content type posted by brands.

What is your opinion, and why would you unfollow a brand on a social network?

Unfollow brands Facebook, Twitter & Linkedin

Study: Millennials do B2B purchase decisions differently

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Credits: Gerd Altmann  / pixelio.de

Credits: Gerd Altmann / pixelio.de

We all have heard that Millennials, those humans that are frequently connected, well-informed, tech-savvy, and always having an eye on efficiency. But do we know much about their buying habits, especially when it comes to B2B purchase decisions?

The Institute for Business Value at IBM conducted their next study on Millennial called „To buy or not to buy: How Millennials are reshaping B2B marketing“. The research was based on the opinions of 704 Millennial respondents in order to better evaluate their thoughts about
buying habits of those business decision makers oft he future. The respondents had to have at least some degree of purchases power of $10,000 or more. Then,IBM compared the responses of Millennials (1980-1993), Gen X (1965-1979) and Baby Boomers (1954-1964) to see how the strategic buying decisions vary to other generations.

One thing becomes clear, Millennials want simplicity in handling their partners. They value ease of doing business before industry expertise. Compared to Baby Boomers it shows that the later generation was more heading for fast response times from vendors than their attitude to collaborate.

However, cooperation means a lot in terms of buying-decisions for Millennials (56%) and Gen X (64%). These employees claim to make better decisions when involving more colleagues. In contrast, only 39% of Baby Boomers will ask their colleagues for buy-in or recommendations.

In days, when we are all talking about smart and big data, it also shows that Millennials make use of analytics more than their previous generation. Millennials (53%) and Gen X (63%) leverage data to make better business decisions, whereas Baby Boomersare not much keen on using data to drive better purchase value.

Furthermore, Millennials are looking for direct contact with vendors in the sales cycle. When researching for products or services, they tend to get in touch with vendor employees directly. It shows that the days oft he good old sales pitch is over for them. Millennials want authentic and personalized customer experience to establish a better trust basis for the later cooperation. Social Media, chat and instant message are essential for smart collaboration with vendors. However, they want to stay in the driver seat.

„Digital interaction is almost table stakes. The real differentiator is … experiential opportunities to work with vendors. They want a sense of, ‚What would it be like to partner with these guys? Do they have the same values?'“ Carolyn Baird, Global Research Leader, IBM Institute of Business Value

Spot on!
It becomes clear that companies and brands who aim to work with Millennial -by 2020 over 50% oft he global workforce- should prepare themselves for offering deep insights and analytics to speed up the business decision and buying process. What is definitely crucial is to be open for new collaboration habits and a culture of cooperation. Probably the most important insight suggested from the study is that vendor companies need to have a culture of open collaboration and easy access to all employees across the vendor organization when addressing B2B Millennial buyers.

Report: B2B content, networks and tactics on Social Media

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Very often the question in our seminars come up which platforms, content types and tactics to use on social media. Now, a recent report by Eccolo Media enlightens us – although it has to be mentioned that the basis for the survey was a fair small number of 100 people responsible for influencing or making B2B technology buying decisions (33% influencers, 67% decision makers) but conducted in a series of three different reports.

The survey makes clear that just about every one in three B2B technology buyer (38%) states to not have seen any content from vendors on social networks over the past six months that influenced a business purchase. And now just think how much time you invest in all your information process towards B2B buyers.

Eccolo media 2015 Channel Selection

It also found that 34% of responding people claimed they have seen vendor content on Facebook in the past six months that helped with a purchase decision. Now, this might be as the base was predominantly US marketers but still it shows the power and influence of the biggest social network also on B2B tech buyers. LinkedIn came in as the second most influential network. 32% said they found meaningful content there, Google+ was mentioned by 28%, YouTube 27%, and Twitter 20%.

The early stage decisions in the sales cycle is for tech buyers most useful when it comes to finding content on social media. However, the challenge is awareness (31%) and understanding (36%).

Eccolo media 2015 Sales Cycle

In terms of the content most welcomed and consumed 25% of the surveyed people think case studies from vendors on social media are best to work with. Further content types they liked to consume were technology guides (16%) and whitepapers (16%).

Eccolo media 2015 Which content

Forecasting the Internet of Things and IoT start-ups to watch

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The forecasts sound almost incredible. Gartner estimates that Internet of Things (IoT) products and services suppling companies will generate incremental revenue of over $300 billion by 2020.

The analyst company IDC sees the worldwide market for IoT solutions to grow from $1.9 trillion in 2013 to $7.1 trillion in 2020.

Brands like the electric company GE predict the Industrial 4.0″ will add somewhat between $10 to $15 trillion to the overall global GDP over the coming 20 years.

Samsung will invest more than $100 million for IoT startups that will help the technology manufacturer establish new ecosystem for connected devices.

The Internet of Things is at an all-time high until today. Companies want to connect consumer devices, appliances, and services in order to connect their services with devices and then generate some smart data to leverage their value chain.

Interestingly enough Google owns some of the most promising IoT companies (Nest and Dropcam) already which will make some people look sceptic how the search giant will move more and more into their lives.

Smart devices are definitely the big trend for 2015. Whether it will be Jawbone though. After testing the wristband and it’s usability, I am not quite sure if this will be the way into the future. The car industry seems to be catching up though with their smart watches replacing keys and other driver necessities.

Even the whisky industry works with smart bottles now telling us how old the whisky really is, according to Venturebeat.

The guys at WRIKE just recently pulled together the 11 most ambitious IoT start-up companies should have an eye on. Furthermore, they added to their infographic three established brands which they think will have their big breakthrough in 2015.


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