Are you in the 86 percent of marketers that used Influencer Marketing in 2016?
If you were, you likely found it to be an effective channel.
Influencer marketing is defined as “a form of marketing in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.”
According to the State of Influencer Marketing 2017, the channel was primarily used to create authentic content about brands, drive engagement, and drive traffic to websites and landing pages. Of the marketers that used it, 94 percent found it to be effective.
Let’s take a look at an award-winning example of influencer marketing: the GetResponse Marketing Automation Hub. Earlier this week, the company was honored with a Demand Gen Report 2017 Killer Content Award for an Influencer Campaign for the GetResponse Marketing Automation Hub.
Our objective was to create a broad influencer marketing campaign to accompany the new automation feature product launch and get tangible results showing that influencer marketing (done right) is the future in the SaaS Tech B2B segment.
The campaign ran from July 1 – November 22, 2016, and featured contributions from 13 influencers—Jeff Bullas, Ann Handley, Michael Brenner, and yours truly, to name a few. Sixty-five pieces were published including 15 videos, 8 e-books, 6 live webinars, and 4 pieces of crowdsourced content. Here are the five articles I authored for the #GRAutomationHub.
- Actions Speak Louder Than Data
- 3 Shifts Shaking Up and Shaping Up the Market
- 9 Little White Lies About Marketing Automation Platforms
- 5 Conditions For Marketing Automation Success
- The Science Behind Marketing Automation Planning Success
Check out a brief overview of the campaign in the infographic below.
So, what does the performance of an award-winning campaign look like?
From July 1-Nov 22, 2016, GetResponse saw:
- 193,500 visits to the Marketing Automation Hub
- 30% increase in blog views
- over 17,500 webinar registrations
- $41,000 revenue created directly from webinars
- over 11,500 social media shares
- 120% higher Facebook engagement
We established GetResponse as a source of information on marketing automation, expanding the brand’s reach and expertise. But what’s most important in this kind of influencer campaigns: we started and developed deep relationships with influencers in our space.
Congratulations to GetResponse on the much-deserved award!
— Irek Klimczak (@irekklimczak) February 22, 2017
For a step-by-step guide on influencer marketing done right, check out How We Created an Award-winning Content Hub.
Executing an award-winning influencer strategy relies on your brand’s ability to tell a compelling six-second story that captures your audience’s attention and makes them want to engage. Companies that successfully #MoveTopRight align their story, strategy, and systems using a methodology called Transformational Marketing. Download our free ebook to learn more: Transformational Marketing: Moving to the TopRight.
Photo credit: Flickr