5 Secrets for Growing Influence in Marketing: Key Takeaways from Lee Odden at #Pubcon Pro

5 Secrets for Growing Influence in Marketing: Key Takeaways from Lee Odden at #Pubcon Pro

And they definitely don’t trust marketers. Trust in marketing is on a decline – between internal stakeholders and customers. That’s why Lee Odden (our fearless leader and CEO of TopRank Marketing) is challenging marketers to take a step back from the day-to-day of marketing and recognize the trend of reduced trust and influence in marketing. Five Secrets for Growing Marketing Influence Secret 1: Accelerate Internal/External Credibility For your marketing to be successful, you have to sell it (actually market your marketing). Secret 3: Work with Influencers to Become Influential Each brand has stories to tell – and marketers are the storytellers. To do this, Lee outlined a few steps: Identify: Connect with qualified, relevant influencers and find ways to collaborate on customer-focused content. Secret 4: Create a Content Collaboration Ecosystem Once you’ve identified influencers to engage, the next step is to start to create. Is it delivering business impact or not? After Lee shared his top secrets for building trust and influence, he bridged into key takeaways for marketers inspired to begin the journey toward building trust. Relevance – Use data to understand your internal/external customer and create compelling, useful content experiences that matter.

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Lee Odden speaking at Pubcon Pro Las Vegas 2018 Photo by Lane R. Ellis

Research has shown: consumers don’t trust the companies they buy from. They don’t trust ads. And they definitely don’t trust marketers. Trust in marketing is on a decline – between internal stakeholders and customers. In fact, according to a study by Fournaise Group, 80% of CEOs simply don’t trust marketers at all.

Trust is the gateway to influence.

Influence plays a major role in the marketing that moves customers to make purchases. That’s why Lee Odden (our fearless leader and CEO of TopRank Marketing) is challenging marketers to take a step back from the day-to-day of marketing and recognize the trend of reduced trust and influence in marketing.

To help marketers make the shift towards greater credibility and trust, Lee came to Pubcon prepared with five secrets for increasing your level of influence – both internally and externally – plus four key takeaways.

Five Secrets for Growing Marketing Influence

Secret 1: Accelerate Internal/External Credibility
For your marketing to be successful, you have to sell it (actually market your marketing). To accomplish this internally, identify the primary business problems your management team faces and connect your marketing to help solve those problems. Your marketing goals should come from top down, start at the organizational level and determine how marketing can support those goals.

Don’t forget to promote wins to your internal stakeholders. Did your campaign blow business goals out of the water? Tell your team, tell management, and make sure you’re engaging stakeholders with how these results contribute to the bottom line.

To accomplish this externally, you need to become the best answer for your customers with personalized, compelling content experiences that include authentic, influential voices. Meet them where they are with the right information, at the right time.

Secret 2: Double Down on Activating Customers
Double down on activating customers to create more trust and influence. Ask them for reviews and take action based on their feedback. Feature their insights and thoughts in your content. Show them that you’re trustworthy by…

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