What’s Trending: The Growing Impact of Influencer Marketing

May 17, 2018

Someone whispering

With organic reach becoming more elusive in today’s online environment, and with trust toward institutions in decline, how can marketers adapt to ensure content still connects with their audiences?

There are a number of potential solutions, but one in particular seems to be flying under the radar: influencers.

In the recently released 2018 Social Media Marketing Industry Report from Social Media Examiner, less than 40% of marketers indicated they are currently working with influencers as part of their strategies:

Contrary to popular belief, influencer marketing — particularly in the B2B realm — doesn’t need to involve paying online celebrities with big followings to peddle your product or service. Instead, the companies that do it best focus on developing strong, mutually beneficial relationships with respected authorities and thought leaders in their niches. Tapping into these targeted networks carries major advantages.

LinkedIn is an excellent platform for influencer marketing, given how conducive its structure is to identifying and engaging these potential partners.

As we kick off our latest round of trending content for marketers, we’ll start by taking a look at successful B2B influence in action.

What Marketers Were Reading and Sharing Most This Week:

1. Influencer Marketing: Lessons From One of the World’s Largest Software Brands

How does SAP drive results with its ambitious global influencer program? Bethany Johnson shares a few lessons from Amisha Gandhi, who is a driving force behind the software giant’s innovative efforts.

2. 11 Things You Must Know About B2B Influencer Marketing

“Influencer marketing is more important for B2B than for B2C,” argues Jay Baer. He offers up some practical tips for any organization looking to enter the B2B influencer game while highlighting key differentiators from the B2C side.

3. 3 Prime B2B Content Marketing Shifts in 2018 & Beyond

An evolving buyer journey, a consolidating martech landscape, and diversifying content formats are three fundamental B2B marketing shifts that stand out to Sam Hurley. He delves deeper into each with data-backed analysis.

4. Attention + Intensity: Tips for Navigating the New Age of Media Strategy

“In a post-pivot-to-video world, it’s time to change your video and media strategy, especially how you measure it.” At Marketing Land, Mark Williams serves up advice on doing just that. Among the areas he emphasizes: measuring the intensity of audience engagement, improving ad relevance, and tailoring content for platforms.

5. Understanding Users Without Getting Bored

This SlideShare, from Senior UX Architect Stefan Ivanov, provides helpful perspective on finding ways to truly get in tune with users — understanding their challenges, goals, and motivations through observation, listening, and interviewing. These practices are critical when it comes to ensuring your marketing is truly personalized.

6. Digital Transformation is Yet to Come: The Sales and Marketing Perspective

Are companies positioning themselves optimally for the age of digital everything? Here Neal Schaffer makes the case that transforming along with the marketplace needs to be more of a widespread priority.

7. Things Designers Should Know About SEO In 2018

The SEO impact and implications of design should not be overlooked in digital marketing. Myriam Jessier calls out some important considerations for boosting visibility.

8. 21 Quick & Dirty Content Marketing Tips for More Traffic & Conversions

Solid list via Julia McCoy featuring lots of tips and tools to maximize the effectiveness of your content.

9. Monitoring Featured Snippets - Whiteboard Friday

In the third part of Moz’s Whiteboard Friday series on the crucial topic of Google featured snippets (you can find links to the first two within), Britney Muller explains how to manage and measure success.

10. How to Maintain a Healthy B2B Marketing Budget

For marketing managers struggling to carve out adequate resources for their campaigns, Ruth Connor has some pointers for convincing your boss to invest more.

If it’s being talked about by marketers, we cover it here. Subscribe to the LinkedIn Marketing blog to stay on top of the latest buzz.