Digital Sales & Marketing
Digital Sales & Marketing

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit

Virtual Selling Summit 2021 is in the works. In the meantime, enjoy the entire 2020 event on-demand, free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design

Website Optimization Summit 2021

March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.

Learn more and registerLearn more and register

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

4 influencer marketing trends to know in 2020 [Infographic]

4 influencer marketing trends to know in 2020 [Infographic] Blog Feature

Shandia Drummond-Butt

Account Receivables Manager, 5+ Years of Client Success and Project Management

March 21st, 2020 min read

Social media influencers gain the attention of their followers through relatable, sensational, entertaining, or educational content — and the genuine and transparent personalities behind it. 

Brands looking to gain similar attention will partner with influencers to build campaigns that aim to do this on a grander scale and ultimately increase conversions. 

The current state of influencer marketing

While there has certainly been a notable backlash against influencer marketing, the fact that the search term itself has seen an 1500% increase in the past three years reminds us how big an impact this trend is having on the marketing industry as a whole. 

While some brands are moving away from influencer marketing due to "influencer fatigue," others are still researching and learning how to implement it into their marketing strategies or looking for ways to improve and stay ahead.

So, is influencer marketing still trending upwards?

According to a recent article by Oberlo, yes. Businesses are still investing heavily in influencer marketing for their brands. In fact: 

  • 93% of marketers use influencer marketing
  • Nine out of 10 marketers believe influencer marketing to be effective

Furthermore, influencer marketing is proving to be effective with:

  • Every $1 spent producing an average return of $18
  • Eight out of 10 consumers purchasing a product after having seen it recommended by an influencer

To understand how to capitalize on this performance, it's imperative to know the data behind the trends.

Outlined in this informative infographic provided by DCI are the four top trends to watch for in 2020. Here are the biggest takeaways for marketers.   

1. Focus on nano-influencers and micro-influencers

Marketers are being more responsible with their marketing budgets, so they’re changing how they work with influencers. 

“Celebrity-status” mega-influencers (with their online followings over one million) are less often the target, as they require a larger marketing investment . Nano- and micro-influencers are becoming more appealing due their niche focuses and increased personal engagement with their audiences. 

What’s the difference? It primarily lies in account size.

Macro-influencers followings range between 10,000 and 1 million, while micro-influencers have between 5,000 to 10,000 followers and nano-influencers have between 1,000 and 5,000 followers — and usually aren’t glamorously edited, staged, or overly filtered. 

With consumers demanding more genuine engagement, micro and nano-influencers are on the rise. 

2. Adopt a storytelling approach

"When you tell a story that embodies human challenges, you create an experience that resonates with your customers,” explains I-Scoop, a digital media platform. 

That’s why marketers need to tell the story of their brand.

An influencer can help by showing their audiences how your product or service helped solve a problem they face. 

It is common for influencers to share much of their personal lives with their audiences, including their problems and pain points. By sharing how your brand fits into their lives and makes it better, audiences and potential buyers can see real-life proof of your claims. 

3. Utilize alternative platforms

Understanding where the platform of choice is for your target audience is one of the key pieces to building your influencer strategy. 

According to the research provided by DOTcominfoway, here are marketers' preferred social platforms, based on interaction and engagement rates:

  • Instagram 74%
  • Twitter 51%
  • Blogs 45%
  • Facebook 25%
  • YouTube 16%

When choosing the best social media channels for your strategy, it's important to understand that each channel offers its own unique audience, differences in influencer engagement and style, and its own specific benefits.

While one platform may be a powerhouse for one brand, it might do nothing for another – and while one business might have tons of engagement on a certain platform, another business will gain more traction on others. 

The best option is to invest where your audience is already hanging out. 

4. Video content

  • Videos get 135% more organic reach than images, status, and link posts
  • Users spend three times more time watching live videos (allowing them to be more interactive with influencers)

As we already know, video marketing is booming, and implementing it into your marketing strategies has become key in both gaining your customers’ attention and keeping it.

Therefore, utilizing video within your influencer marketing should be a given.

Influencers utilize a variety of different video strategies. 

They engage their audience through product reviews, how-to videos, and engaging live streams.

These strategies allow influencers to showcase your products or talk about them while capitalizing on some more visual appeal.

If you want to engage consumers as well as relay information regarding your brand, influencer video marketing strategies are an effective method.

🔎Learn why video is essential for building trust with your audience

What does this all mean for businesses?

Influencer marketing, like many other marketing strategies, will continue to evolve, but one thing won’t: with a trusted outside voice, brands can drive an even greater volume of quality conversions to their business.

Check out the infographic below for a more detailed report on what that looks like today.



Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free Take a peak
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to Click Here.

IMPACT+ Sign Up - Background - Mobile - 2x
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE