What are the benefits of integrating SEO and influencer marketing?
The B2B Marketing Force Multiplier:
Integrated SEO and Influencer Marketing
Lee Odden
CEO, TopRank Marketing
What are the benefits of integrating SEO and influencer marketing? Search-optimized content becomes more trustworthy, credible and useful by partnering with industry experts. As business customers with questions are ignoring tone deaf brand marketing and tiring of pandemic messaging, they are increasingly in search of information more than ever.
Trust Radius reports that some B2B tech categories are seeing anywhere from 194% to 613% increases in search-driven traffic. Here are 5 steps to realizing the marketing multiplier effect of integrated SEO and influencer marketing:
Create Your Target Customer Profile. Describe your customer – demographics, psychographics, firmographics.
Identify Influencers for SEO Topics.Leveraging SEO keyword research and an understanding of the content to be created/optimized, research 5-10 on-topic influencers using BuzzSumo, Traackr or other influencer marketing software.
Activate Influencers to Co-Create Optimized Content. Use a Target Customer Profile to document specific content types and content sources (social platforms, media, blogs, newsletters, podcasts, YouTube channels .etc) that matter to your customer.
Inspire Content Promotion & Links.Identify opportunities to engage individual influencers for content promotion. Examples include: podcasts, webinars, report contributions, social shares, quotes for blog posts, 3rd party editorial, newsletter or brand social channels.
Implement Ongoing Optimization & Influencer Engagement. Monitor the group of influencers you are working with for brand & keyword mentions on social networks and engage appropriately.
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Watch TopRank Marketing's Break Free B2B Interview with SAP's Danny Nail
TopRank® Marketing provides enterprise B2B brands with customer-focused digital marketing consulting and content that attracts, engages and converts new business. Our strategic digital marketing planning, program development, management and performance optimization integrates across channels and tactics to help clients like Dell, LinkedIn and SAP become the "best answer" for their customers.
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