Major conferences such as CES, DreamForce, and IBM THINK have hundreds of thousands of attendees, hundreds of announcements, thousands of vendors and partners, and millions of articles, social media posts, and emails. Against this exceptionally noisy backdrop, how could we possibly stand out if we don’t have multimillion dollar budgets? To stand a chance of…
When we speak of influence, particularly in marketing, what are we talking about? Do we even know what influence is? If we don’t, then we’re chasing something we may not understand; in turn, we may be paying for results that make no sense or are ineffective. What is influence? Let’s say we have a prospective…
Mitch Joel is fond of saying, “It’s not who you know, it’s who knows you”. This quote has never been more true than today in influencer marketing. How do we measure influence in most digital marketing domains? Email marketers look at forwarding and sharing rates Public relations professionals look at who covers us in the…
When marketers approach content that needs freshening up, we tend to just wing it. We make changes in a disorganized, disorderly fashion – tweak some copy here, change the headline there, maybe swap out an image or two. This would be fine if we didn’t then expect our content to deliver disproportionate results to our…
Few would argue that influencer marketing, done well, is ineffective. The catch is that often, it’s not done well. Marketers and brands pay too much to receive too little. Why? The core problem is that marketers approach influencer identification in the wrong order. More often than not, the first thing someone asks is, “Who’s influential?…
When I’m asked to participate in events, either as a speaker or as a subject matter expert, my goal is to help bring value to the event by driving additional awareness. It’s not enough to just show up; events need help building awareness and credibility while they’re happening. In this post, I’ll share my promotional…
How hot is influencer marketing? Influencer marketing is now more searched for, via Google Trends data shown above in blue, than email marketing or social media marketing as a whole. Influencer marketing is the latest, the greatest, the hot thing that every marketer has been mandated to master. In this series, we’ll delve into three…
