Last week we looked at how one of our clients, SendGrid, drove significant acquisitions and conversions using the power of its existing customers. A key finding was our considerable success among bloggers, who yield considerable influence in the B2B marketing mix.
Despite their effectiveness, however, blogs tend to be neglected by social marketers. An analysis by eMarketer done after surveying 3,300 social marketers showed that, while third-party blogs are among the most effective social marketing channels, their use pales in comparison to easier and faster to implement channels such as company blogs and social sharing tactics.
In the case of SendGrid, this efficacy of bloggers bore out: over 90% of the conversions came through these high-impact channels. But our work revealed that in a B2B context, the equation of difficulty-to-influence changes. Because bloggers are operators of their own businesses (the blog!), they are no longer confined to editorial coverage, but assume the unique position of making first-hand recommendations in the context of their influential platform.
As the eMarketer analysis suggests, smart marketers don’t just go for fast and easy; they pull back to think how they can market smarter. The beauty of our platform is that in some cases, smarter isn’t always harder.