Influencer Campaign

Brands that tapped influential industry leaders to help validate content campaigns and increase the credibility of messages.

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The Goals

After creating The Definitive Guide to Social Media Marketing, Marketo leveraged an influencer marketing strategy to drive “micro-content” from influencers within the guide — highlighting them as industry influencers. The company said it wanted a long tail of continuing content that would serve to promote the asset, and highlight and maintain engagement with the influencers.

The main goals of the program were to re-engage with the influencer community, rekindle old relationships and initiate new ones, gain reach beyond Marketo’s immediate audience and develop content to use throughout the year.

The Assets

The Definitive Guide to Social Media Marketing is a piece of “micro-content,” and is part of the branded Definitive Guide series. This specific asset offers a comprehensive view of social media marketing, and guides readers through three core pillars: strategy, execution and measurement. In addition, the company published at least two blogs to date that utilize the answers given to the questions Marketo asked influencers.

The Results

One month after launch, the asset garnered the following results:

→ 19,730 downloads;
→ 3,571 new names collected;
→ $59,685 in multi-touch revenue-won deals generated; and
→ $20,557 first-touch revenue won.

The asset was used in 39 programs, and it was credited for winning two first-touch opportunities.

Lessons Learned

Partnering with influencers can be a cost-effective way to spark new relationships and benefit from the halo effect of their influence.

The Goals

GetResponse wanted to create a broad influencer marketing campaign to improve brand reputation. Additionally, the company wanted to prove that, when done right, influencer marketing can be extremely effective, drive tangible results and play a critical role in the SaaS tech B2B segment.

The Assets

GetResponse created a hub that covered several areas of marketing automation. Inspired by TED.com, the Marketing Automation Content Hub brought together top experts from various fields of marketing and business to share their expertise, ideas, tips and predictions. Together, the influencers had an overall following of more than 265,300 followers on LinkedIn and 1.2 million followers on Twitter.

GetResponse created 65 pieces of content in total — 52 featuring influencers. The assets included:

→ 15 videos featuring influencers;
→ Eight E-books — five by influencers and three by GetResponse experts;
→ Six live webinars hosted — each hosted by a GetResponse expert and featuring an influencer guest; and
→ Four pieces of crowdsourced content.

The Results

The campaign resulted in:

→ 193,500 visits to the Marketing Automation Hub between July 1 and Nov. 22;
→ 30% increase in blog views;
→ More than 17,500 webinar registrations;
→ $41,000 in revenue created directly from webinars;
→ More than 11,500 social media shares; and
→ 120% higher Facebook engagements than other GetResponse blog posts.

Lessons Learned

Continue engaging with influencers and have them participate in projects throughout the year. Soon, they will become valuable partners that will be eager and willing to participate, and promote their involvement on social media.

Goals

Optum Provider Marketing wanted to develop a content strategy that focused on creating short-form, persona-based content that would be valuable for Optum audiences and feed multiple nurture campaigns and promotional initiatives. The team also wanted to leverage LinkedIn, Twitter, Facebook and blog followers to share new and existing content from the company’s thought leadership library.

The Assets

Optum Provider Marketing developed the “#5in5 — Industry Experts Answer Five Questions in Five Minutes” campaign, its first broad-reach thought leadership and social media campaign. The campaign was designed to be a conduit and support mechanism for all other Optum Provider Marketing initiatives, by leveraging thought leadership content focused on moving prospects through the buying cycle.

A new “#5in5” episode has gone live every week and includes original content — either a video, podcast or article — along with at least three topic-related online resources, links to curated news articles and gated Optum thought leadership content. Episodes are amplified through LinkedIn, Twitter and Facebook.

The Results

One year after launch, the campaign continues to drive interest and business to Optum through social channels. Key results include:

→ 321 tweets received 4.1 million impressions, 6,548 clicks and 19,484 engagements
→ 36 posts received 856,158 impressions, 3,177 clicks and 2,875 engagements.

Lessons Learned

The more relevant and targeted your content is, the most interest and engagement you’ll drive.