Mediaboss Marketing

These days when people think of influencers, their thoughts immediately jump to TikTok or Instagram socialites, championing a variety of consumer products. But the fact is, business-to-business influencers have been present in marketing for longer than their business-to-consumer counterparts and may be even more critical to the success of B2B brands.

Historically, influencers in a B2B capacity were networkers who sat on boards across numerous firms, and streamlined introductions between different organizations. That is still true to this day, but it has been expanded to include thought leaders leveraging their social-media following to influence corporate and small-to-medium-size audiences in purchasing new products or discovering new services. In addition, B2B influencers streamline a brands ability to reach new audiences, thus increasing brand awareness and propelling a business positioning as an industry leader.

Primarily, B2B influencers reside on four main platforms: Linkedin, Twitter, YouTube and TikTok, and each platform has a different style of content that supports different marketing functions. For example, Linkedin and Twitter offer more content geared toward thought leadership and innovation, through articles, static posts or tweets. TikTok, meanwhile, prioritizes content toward corporate culture, comedy and enterprise entertainment through short videos. And YouTube is oriented more toward education and skill development in long-form tutorials.

The B2B influencer marketing vertical has the potential to generate $11.7 billion in revenuebythe end of 2022, with more than 38% of B2B companies currently exploring influencer marketing as a new lead-generation avenue. Influencer marketing is set to become a mainstream approach for B2B companies that are looking to tap into the power of social media and content marketing.

Lets see how some B2B brands used these influencer platforms successfully.

Humor and engagementVimeo accelerated its lead generation through influencer marketing on TikTok by leveraging creators who speak to a broad corporate American audience. Creators generated humorous content about corporate work culture during the work-from-home period that was relatable to everyone living in a post-COVID world.

More brands should take advantage of TikToks ability to gain higher user engagement per post by creating short, catchy videos that showcase their organizations culture, encouraging audiences to connect with their brands on a more personal level.

Amazon Web Services utilized influencers in the back-end developer niche to increase the awareness and utility of its tech stack, using tweets and retweets surrounding updates to its infrastructure. Twitter offers brands a medium for higher output frequency without diluting their core messaging, and influencers play a role in amplifying that form of communication even further.

Intuit Quickbooks launched a YouTube content series with influencers in the accounting niche as hosts, educating SMB audiences on accounting basics related to running and growing their businesses. In the U.S., if someone were to search on YouTube for the phrases financial projections or breakeven cost, theyll be greeted with Quickbooks tutorials. YouTube is one of the most powerful marketing channels for brands in B2B and B2C, especially if it pertains to a very niche subject matter.

Further, brands are beginning to expand their SEO initiatives from solely digital on Google to social and digital SEO through YouTube. Media consumption habits have changed quite dramatically over the last few years, with one-third of internet users having watched a tutorial or how-to video every week this year so far. This in turn presents a perfect opportunity for brands to provide resources and value through influencers on YouTube to introduce new products or services. The reason: 90% of people say they discover new brands or products on YouTube.

Although platforms have different consumption habits, there is some overlap between them. Creators from TikTok or YouTube reshare content on Linkedin or Twitter to further amplify their reach and ensure that qualified audiences or decision makers are able to discover this content effectively. Many B2B influencers utilize a method of cross-platform content sharing to test and learn about which content first performs best on a broad social media platform, and then to reshare the content with B2B-qualified audiences.

LinkedIn, with around 61 million senior-level influencers and 40 million decision-makers from all different industries, provides the unique opportunity for influencers to directly impact the audience responsible for making major company decisions. Reportedly, 80% of B2B leads come from LinkedIn; in addition, 90% of B2B marketers claim to have reduced cost-per-lead using LinkedIn lead-generation forms.

Honing your influencer contentWith such a high opportunity for conversion, brands and influencers need to ensure their content is perfect for their target audience before sharing it. Its recommended that companies test their content across other platforms, first to solidify the best approach and then to share it on LinkedIn to reach their desired target audience.

A great example of an influencer who leverages this form of cross media amplification is Tim Davidson, a B2B marketing influencer who creates entertaining content surrounding B2B sales and marketing processes.

In parallel to brands leveraging external B2B influencers, many are prioritizing internal influencer campaigns by placing an emphasis on their employees and customers. Alex Su, head of community development at Ironclad, is a great example of how an internal influencer plays a role in B2B marketing and community development. His content provides entertaining outlooks on corporate law, speaking to an audience with a legal background but in a casual way. The value he provides is entertainment, which in turn keeps himself and Ironclad top of mind in association with legal SaaS.

B2B sales and lead generation is never an impulse lead-buying scenario as we might see with B2C markets. So brands need to leverage influencers to maintain awareness, provide value and be memorable, in order for target cohorts to know who to turn to when the opportunity arises.

The rest is here:
Why B2B influencers are finding success on social platforms - AdAge.com

CORPUS CHRISTI, TX The Veterans Services and Social Services Offices at 602 N. Staples in the CCRTA Staples Street Center will be closed to walk-in clients until further notice. The offices will remain open remotely and can be reached at:

Veterans Services: (361-888-0820) Social Services: (361-888-0837)

CCRTA reports that at approximately 8:15 a.m., the fire alarms went off throughout the Corpus Christi Regional Transportation Authority Staples Street Center at 602 N. Staples Street. All CCRTA employees and tenants promptly evacuated the building safely and securely.

There was a small fire within a storage room on the second floor of the building. The sprinkler system went off in the area of the fire. A CCRTA employee pulled the fire alarm, and all alarms and systems were activated within the building.

The Corpus Christi Fire Department (CCFD) arrived promptly. CCFD and CCRTAs Safety and Security Department are currently evaluating the area of the fire and potential damage within the building.

All CCRTA employees, building tenants, and individuals have secured their essential items and have cleared the building.

CCRTAs Board of Directors Committee Meetings scheduled for today have been canceled. CCRTAs Customer Service Center is closed.

Individuals needing assistance can contact CCRTA through ccrta.org or via social media.

For more information, please contact: Rita Patrick, CCRTA Marketing Director, rpatrick@ccrta.org or 361- 500-2905

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Veterans Services and Social Services Offices Closed | City of Corpus Christi - Corpus Christi

As social media advertising becomes increasingly expensive and harder to track, personalized gift company Sugarwish is rethinking its social strategy reducing efforts there and adding channels like earned media and SEO.

The Colorado-based, direct-to-consumer company isnt alone, as media buyers actively look for ways to diversify their marketing mixes and move away from heavy reliance on Facebook and Instagram, especially, which has been a trend since at least 2020.

When we look at the results on social channels from a paid standpoint, we dont see the results, said Stephanie Preston, vp of marketing at Sugarwish. Were not gaining the traction with the audience that were really going after.

In other words, for the last six months, paid ads on Facebook, Instagram and Twitter werent driving the email and account signups needed for customer retention. Its unclear how customer retention was impacted, as Preston declined to share further details.

Last year, Sugarwish spent $1.4 million on Facebook and Instagram. So far this year, the DTC company has spent just $501,000 on the social media platforms, per Pathmatics. Also according to Pathmatics, Sugarwish added media spend on desktop video advertising, shelling out $142,000 this year.

The foundations of Sugarwishs media mix were built on social media, email marketing and other paid media efforts. But as the company has been diversifying its strategy for the last six months, the DTC company is refocusing on channels like earned media, content creation via its social media marketing agency and Google search, as those channels are yielding results, Preston said.

Theres no doubt that social media advertising costs have increased dramatically over the past few years, said Elijah Schneider, CEO and founder of social marketing agency Modifly.

We do find brands with concern around social advertising spend saying that its not as effective, however we disagree. It is extremely effectiveits just more expensive, he said via email. Meaning, as social media continues to be pay-to-play, brands will need to spend big to get in front of their target audience.

We strongly support and suggest diversifying media spend as its never smart to have all your eggs in 1-2 baskets, he said. And it isnt smart to spread yourself too thin (meaning spending a little on some platforms may just be a waste of money).

To Schneiders point, Avery Mencher, project manager and account associate at creative agency Something Different, said many brands see the juice isnt worth the squeeze when it comes to social media ads.

Despite this fatigue, social media is still the most powerful tool at our disposal to reach many consumers, Mencher said via email.

For Sugarwish, the plan is to continue social media efforts, just at a much lower level than we had historically, Preston said.

https://digiday.com/?p=462072

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Why DTC brand Sugarwish is dialing down its social media advertising strategy - Digiday

COLUMBUS, Ga., Aug. 24, 2022 /PRNewswire/ --Aflac, a leading provider of supplemental health insurance in the U.S.1, is kicking off its marketing campaign for the 2022-2023 college football season to shine a light on the gap between health insurance and medical bills. This season, Aflac is introducing a new character, Gap Goat, who serves as a nemesis to America's favorite spokesduck in a series of humorous commercials airing throughout the season.

The Aflac Duck represents a solution to help American consumers who are concerned about their health care and finances.

Deion "Coach Prime" Sanders and Coach Nick Saban return as part of the Aflac Duck vs. Gap Goat campaign, which also features a new original and recurring character starring opposite the Aflac Duck. Throughout the campaign, the Gap Goat serves as an antagonist who shows up with unexpected medical bills for hardworking Americans at inopportune times, all the while bleating out the catch phrase, "GAAAAP!" The goat represents the gap that can be left when health insurance doesn't cover all of one's medical expenses.

"While the Aflac Duck remains a household name, the Gap Goat presents new marketing opportunities to build a story that leverages both humor and purpose to help educate fans on the gaps for those facing medical debt," said Aflac U.S. President Teresa White.

The Aflac Duck, who opposes the Gap Goat in these spots, represents a solution to help American consumers who are concerned about their health care and finances Aflac by showing them how to help close the gap between what health insurance covers and what is left behind. Coach Prime and Coach Saban serve as translators for the Aflac Duck and Gap Goat.

"Last year, I had an unexpected medical event, and while I am fortunate enough to have the means to pay the onslaught of medical bills, many are not afforded the same peace of mind and are often tackled by the cost of care," said Coach Prime. "That makes being a part of this year's campaign especially meaningful for me as I continue to work with Aflac to ensure that fans are better prepared to help close the gap between where insurance ends and medical debt starts."

"For the last three years, I've had the opportunity to work with Aflac and advocate for those facing medical debt," said Coach Saban. "In football, we run into unexpected situations in games each week, but only through preparation are we able to overcome the challenges. It's the same thing in life, which is why I work with Aflac to help fans better prepare for unexpected health expenses they may encounter."

The Aflac Duck vs. Gap Goat campaign will run across television, digital, social and audio platforms. The first spot, "The Arrival,"makes its debut Aug. 27 on ESPN during the opening weekend of the college football season. The second spot, "Stadium Worker," will land Oct. 15 and the third spot, "Treadmill Race," will air Oct. 29.

Aflac will be extending the campaign across different marketing efforts through social media, digital and on-site experiential activations at high-profile games, including HBCU mainstays like the Celebration Bowl. Fans can also get to know Aflac at Aflac.com.

ABOUT AFLAC INCORPORATEDAflacIncorporated (NYSE: AFL) is a Fortune 500 company helping provide protection to more than 50 million people through its subsidiaries in Japan and the U.S., paying cash fast when policyholders get sick or injured. For more than six decades, insurance policies of AflacIncorporated's subsidiaries have given policyholders the opportunity to focus on recovery, not financial stress. In the U.S., Aflacis the number one provider ofsupplemental health insurance products.1 AflacLife Insurance Japan is the leading provider of medical and cancer insurance in Japan, where it insures 1 in 4 households. In 2021, AflacIncorporated was proud to be included as one of the World's Most Ethical Companies by Ethispherefor the 16th consecutive year. Also in 2021, the company was included in the Dow Jones Sustainability North America Index and became a signatory of the Principles for Responsible Investment (PRI). In 2022, AflacIncorporated was included on Fortune's list of World's Most Admired Companies for the 21st time and Bloomberg'sGender-Equality Index for the third consecutive year. To find out how to get help with expenses health insurance doesn't cover, get to know us at aflac.comor aflac.com/espaol. Investors may learn more about AflacIncorporated and its commitment to ESGand social responsibility at investors.aflac.comunder "Sustainability."

1 LIMRA 2021 US Supplemental Health Insurance Total Market Report

Media contact:Amy Persons, [emailprotected]

Analyst and investor contact:David A. Young, 706-596-3264, 800-235-2667 or[emailprotected]

Aflac | Aflac New York | WWHQ | 1932 Wynnton Road | Columbus, GA 31999.

SOURCE Aflac

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Gaaaap! Latest rivalry in college football pits Aflac Duck against new nemesis, Gap Goat, representing the gap between what health insurance covers...

The accomplishment underscores Tinuiti's expertise and legacy with Amazon Ads

NEW YORK, Aug. 24, 2022 /PRNewswire/ --Tinuiti, one of the largest independent performance marketing firms across Streaming TV and digital advertising, today announced it has achieved Amazon Ads advanced partner status another hallmark of the longstanding and beneficial relationship between Tinuiti and Amazon Ads.

The newly launched global recognition program recognizes partners based on the growth they deliver for their advertising clients and their level of engagement and expertise with Amazon Ads products like Amazon DSP and sponsored ads. Specifically, Tinuiti has earned the advanced partner statusby demonstrating expertise in both brand building and customer engagement on Amazon.

Obele Brown-West, Chief Solution Officer at Tinuiti, said:"From becoming an initial member of Amazon Ads original partner directory in 2018, to beta testing the newest iteration of the Partner Network, Tinuiti has been a long-term and active participant in the thoughtful and collaborative process behind the program's development. We're incredibly thankful for our ongoing relationship with Amazon Ads and for the opportunity to leverage cutting-edge innovation and the type of forward-thinking that truly affects change and moves the needle for our client brands."

With a leadership team made up of former Amazonians with deep-rooted experience, Tinuiti provides the end-to-end Amazon strategy capabilities designed to meet all of a brand's needs on Amazon. Specialized in both solving day-to-day problems, steering long-term strategy, Tinuiti strives to achieve the most out of the relationship for its client partners.

Tinuiti is one of the first agencies to utilize proprietary advertising tech around Amazon Ads infrastructure leveraging MobiusX, the firm's proprietary technology. Designed to help drive online retail sales, MobiusX is one of the longest-standing and most sophisticated AI-powered AdTech developed for the Amazon seller and vendor Uis and ads consoleson the market today. Built in 2014, Tinuiti has continually grown and evolved this custom dashboard to help sell more product, sell it faster, and across all the retail industry's top networks. In 2021, Tinuiti further enhanced its Amazon capabilities and acquired an agency specialized in Amazon,Ortega Group, to create one of the industry's most robust full-service programs for Amazon and marketplaces.

Today's Amazon Ads advanced partner status follows a momentous Q1 and Q2 for Tinuiti, including a series of strategic partnership deals that includes being named Microsoft's Global Agency of the Year and Partner of the Year a first for any independent agency. In April, Tinuiti announced an agreement with Snap Inc. and in February announced a partnership agreement with Reddit to become the platform's first independent agency partner. Tinuiti's growing roster of partnerships includes the Amazon Ads Partner Network, as well as Google Premier Partner (top 3% of all agencies) and International Growth Partner; Meta Premium Marketing Partner, Kochava Authorized Agency Partner. Tinuiti is also the first independent agency in the US to receive official TikTok Marketing accreditation.

Since 2017 Tinuiti has experienced rapid expansion, grown seven-fold, and welcomed nearly 700 new employees in the last 12 months alone. With an employee headcount now surpassing 1,100, the agency has experienced an unprecedented 59% year-over-year increase and climbing, with an additional 10.2% in 2022. Tinuiti iscontinuing to hire for multiple roles across divisions to keep pace with growth. For a closer look at Tinuiti's culture, please visithttps://tinuiti.com/culture/.

About Tinuiti

Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Meta, Amazon, with more than $3 billion in digital media under management and over 1,200 employees. With industry-leading expertise in search, social, Amazon and marketplaces, addressable TV and mobile apps, CRM and email marketing, and more, Tinuiti understands that success requires both strategy and channel expertise. Each solution is delivered through Tinuiti's performance planning framework, GAMMA, and is enabled by a proprietary suite of marketing intelligence and media activation technology Mobius. For more information visit http://www.tinuiti.com.

SOURCE Tinuiti

Originally posted here:
Tinuiti Achieves Newly Created Amazon Ads Advanced Partner Status - PR Newswire