Using Influencer Brands to Escape the Echo Chamber - #SPARK15

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You can't become a thought leader by just following your competitor's content marketing. Even if their content is performing well with your target audience, mimicking their topics does not ensure that you will gain a competitive advantage. Learn how the most effective marketers gain topical and tactical inspiration from brands and content creators beyond their direct competitive set. We show specific use cases - in TrackMaven - that you can employ to broaden your influencer universe.

Marketing

TrackMaven
Using Inﬂuencer Brands to
Escape the Echo Chamber

Jamey Jeff
SSVP, Customer Success and
Operations Maven
jamey@trackmaven.com
571.382.0880
@jameyjeff

TrackMaven
Your descriptor copy would go here.

TrackMaven
How do thought
leaders…become…
thought leaders?

TrackMaven
10
Back to Basics
‣ Who are we trying to reach?
‣ What are their needs?
‣ How does our product meet
those needs?
‣ Which brands are authorities on the
topics that are key to our strategy?
‣ Which brands speak in a similar
tone?
‣ Which brands are highly effective in
their tactics?
Who Can We Learn From?Who is our Audience?

TrackMaven
Why TrackMaven?
✓ Understanding what competitors are
up to (and just as importantly, what
they are NOT up to)
✓ Comprehensive view of what’s
working, where we see growth, and
areas for improvement
✓ Sales intelligence
✓ Efﬁciency
✓ It’s beautiful!
✓ The team listens

TrackMaven
Our Competitors
‣ Tone conveys “mom and pop”
‣ Content is not especially
inspiring, engaging, or valuable
to the customer
‣ Even among the few that are
diligent in their efforts,
engagement is low-to-
nonexistent

TrackMaven
Our Audience & Their Values
TARGET AUDIENCE
Human Resources professionals, focused on
talent recruitment/retention/management
BUYER VALUES
Wants a “seat at the table” ─ to be viewed as
a strategic contributor; needs to tie HR
decisions to business outcomes
TARGET AUDIENCE
Professional female inﬂuencer who wants to
be treated respectfully
BUYER VALUES
Low-frequency purchase that needs to be
perceived as reliable, no-hassle, and no
surprises. Moving as a non-event: should be
unremarkable in how smoothly it goes
How can CapRelo produce content that
ties relocation to buyer values, articulate
the business value of relocation?
What Matters Most® - we take care of
what you care about

TrackMaven
17
Inﬂuencer Brands in TrackMaven
Top 5-6 HR / Talent management brands
‣ What are the topics that are
top of mind / most engaging
for our target audience?
‣ Emerging trends in HR /
Talent Management
‣ How do HR / TM brands
speak about relocation; be
ready to join this conversation
Low-volume, highly trusted brands that
focus on reliability over the core product
‣ Life insurance
‣ Homeowners insurance
‣ Major appliances

TrackMaven
19
CapRelo LinkedIn Audience Growth

TrackMaven
20
JK Moving Twitter Audience Growth

TrackMaven
Results & Learnings
Observations:
Your audience has interests and
needs well beyond what you’re
selling
Are you adding value to the
customer/prospect’s day?
Are you relaying stories and/or
enough of them?
How well do your own employees
contribute to your marketing
success?
Actionable Items:
Post ─ and re-post ─ often,
especially on Twitter and LinkedIn
Give people a reason to interact with
you – a poll, a question, etc.
Things people can’t resist: tips, how-
to, listicles
Proﬁle your own employees

Questions?
Jamey Jeff
@jameyjeff
Rebecca Chanin
@rebachan

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