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Covantas Communication Director Finds Creative Ways to Educate Public on WTE
2020-06-25 14:28:00| Waste Age
Representing the companys operations in five countries and six time zones, Covantas Director of Corporate Communications James Regan is responsible for external communication and serves as chief company spokesperson, supporting more than 80 waste-t
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director
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creative
5 Ways To Build A Smarter B2B Influencer Marketing Strategy Lee Odden Interview
2020-06-18 12:31:11| Marketing and Public Relations - M&O
What does it take to create smart B2B influencer marketing campaigns that deliver measurably strong marketing results? How do brands and businesses begin partnering with influencers, and what kind of results can they expect to achieve? Dont worry weve got it all covered for you here. Our CEO Lee Odden joined Alan Quarry, host of AQ's Blog & Grill, and together they explored the many aspects involved in building a successful B2B influencer marketing program. Lee shared numerous B2B influencer marketing take-aways during his time with Alan, and well look closely at five helpful tactics and insights to strengthen your own existing B2B influencer marketing program, or to assist as you begin a new influencer pilot program: Where Do I Begin With B2B Influencer Marketing? Simultaneously Growing B2B Brand Influence & Business The Growing Role Of Maturity Models in B2B Influencer Marketing A More Sophisticated B2B Influencer Marketing Approach Always-On Influence & The Role of Validation Sit back and lets get right to it and take a look. 1 Where Do I Begin With B2B Influencer Marketing? Todays B2B buyers are overwhelmed with options, and are growing distrustful of marketing and advertising. How do we solve that? We solve that by connecting them with sources of information that they do trust, including peers, industry experts, and industry influencers. B2B influencer marketing can solve some of the biggest problems in terms of creating credible connections with people that are actively interested in paying attention, and by co-creating content marketing content with those who have influence. In B2B, if you think about the longer sales cycle, there's so much more content that is put out there to help buyers educate themselves, and they increasingly are self-directed. There are people who are relying on old-school tactics like SEO, advertising, and that sort of thing, but what good is something that's find-able if it's not also credible. The role influence plays in a lot of content marketing is that we can optimize for findability, but we can also optimize for credibility with external influencers, external subject matter experts, and also use those tactics to increase the influence of the brand and key opinion leaders and executives within the brand at the same time. 2 Simultaneously Growing B2B Brand Influence & Business B2B brands need to think about how they can grow influence within their business at the same time, so they can own that influence. You may wonder, will B2B ever catch up or take the lead over B2C when it comes to investment in influencer marketing? Lee said that he doesnt think that B2B is going to take over B2C from a quantitative standpoint, because the nature of consumer products and services have a greater volume of influencer activity. Unlike in typical B2C influencer marketing, in B2B you actually need to have credibility, domain authority, and earn your influence by others citing you as that expert. From a qualitative standpoint, B2B certainly has an opportunity to lead B2C because of the required validation, its legitimacy, and the lack of fake followers and blatant opportunism. When it comes to B2B influencers, you have people who are genuinely invested in making the industry a better place. 3 The Growing Role Of Maturity Models in B2B Influencer Marketing There's a maturity model we've developed over the last six or seven years that we've been implementing for influencer marketing programs with B2B companies. For brands at the beginning stages, it's experimentation sort of digitally throwing spaghetti against the wall to see what sticks. They'll only work with people for one campaign, and then completely ignore them after the campaign ends, looking at it as just a transaction, and as only an advertising buy. This short-sighted approach typically leads them to realize the influencers that they were trying to work with are ignoring them. This can lead them to begin thinking, We've actually got to develop legitimate relationships with these folks. We've got to invest in software, to think about the bigger picture, and how working with these folks can not only add to performance on an individual campaign, but by educating influencers about things we both care about, that they can become organic advocates for us, even outside of the campaign. If youre just borrowing influence by working with people who are top experts in an industry, and that's all you ever do, youre not going to get the full value and benefit of influencer marketing. If, on the other hand, youre doing that and simultaneously looking at up-and-comers in the industry, and looking at key opinion leaders within a company and helping them become more influential that investment in helping them be more successful is going to be something that they'll appreciate. Youll both have skin in the game then, and will be doing something together making the industry a better place, and that typically results in amazing organic advocacy. When you take a short term approach, you're not going to connect emotionally with influencers. 4 A More Sophisticated B2B Influencer Marketing Approach When you are more sophisticated and have more experience with this, you can hit the ground running and do certain things to help a business such as doing a pilot and youll start to see some of those metrics that will get attention from executive sponsorship, and win you more budget to roll out that program in a much more significant way. Its important to approach this as a strategic move to build the brand and to grow influence at scale, that will ultimately result in the kind of advocacy that really grows a business. More sophisticated approaches to influencer marketing are able to fix the plane while it's flying, so to speak. The counter to this sort of short-termism is always-on influence, because buyers are always on, and the internet certainly is always on. Always on is an approach to working with influencers that helps you maintain relationships and show that all-important love. The influencer has the experience of collaborating with you in an ongoing fashion, with: Interaction opportunities Earned media Mentions in your newsletter Mentions in your eBooks, blog posts, and infographics This continues to show the influencer that you're giving them attention, which is what they want, because that's how they monetize. 5 Always-On Influence & The Role of Validation There are also other opportunities that are always on. We've done consulting for Adobe, and our CEO Lee Odden has been identified as an Ado
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10 Ways Landlords Can Help Restaurant Tenants Survive Reopening
2020-06-15 05:35:00| National Real Estate Investor
Rent relief is only one measure that can help restaurants stay afloat while facing caps on occupancy. Here are some others.
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restaurant
survive
tenants
Coronavirus: Five ways shopping will be different from now on
2020-06-12 23:01:40| BBC News | Business | UK Edition
Shops in England are preparing to welcome customers back but what will the "new normal" look like?
Easy Ways to Reduce Your E-Waste for World Environment Day
2020-06-05 09:00:00| Waste Age
Society's desire and need for new devices have created a giant environmental e-waste buildup that isn't going away soon. This World Environment Day is the perfect chance to minimize landfill contaminants. In the past year, reusable shopping bags, pa
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world
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environment
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