1.
Getting Started With
Influencer Marketing
Brent Csutoras, LLC
brent@csutoras.com
Brentcsutoras.com
Pubcon 2019
@brentcsutoras

2.
What is Influencer Marketing?
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Influencer Marketing is where you identify and engage with
people who have the ability to get you, your product, or
your service a lot of visibility, engagement, and
conversions.
Pubcon 2019
@brentcsutoras

3.
What is Influencer Marketing Today?
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Being an Influencer has become
a career path for many,
especially for kids who have
grown up watching Influencers…
Pubcon 2019
@brentcsutoras

4.
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Pubcon 2019
@brentcsutoras

5.
Today’s Influencers Are Amazing
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Influencers today are:
- More influential than celebrities (with some exceptions)
- They are normalish people, which we can relate to more
- They allow a more personal glimpse into their lives
- They are focused on passions, which makes them more authentic (thus influential)
- They are extremely engaged with their audience
- They are often cheaper and easier to work with
Pubcon 2019
@brentcsutoras

6.
Is Influencer Marketing Growing?
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 +1500% increase in ‘Influencer Marketing’ searches over last 3 years
 Market expected to grow from $3 Billion in 2017, $4.6 Billion in 2018, growing
 More people are using Ad Blockers (40% laptops, 22% mobile)
 The return on investment in influencer marketing is far outpacing any traditional
medium
Pubcon 2019
@brentcsutoras

7.
Influencer Marketing Works (When Done Right)
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Pubcon 2019
@brentcsutoras
The Required Stat Quotes…
• Influencer marketing content delivers 11X higher ROI than
traditional forms of digital marketing. (TapInfluence study
with Nielsen Catalina Solutions, 2016)
• 49% of people say they rely on recommendations from
influencers when making purchase decisions. (Twitter and
Annalect, 2016)
• Among teens, YouTube stars are perceived as 17x more
engaging and 11x more extraordinary than mainstream
stars. (Variety, 2015)
• 40% of people say they’ve purchased an item online after
seeing it used by an influencer on Instagram, Twitter, Vine,
or YouTube (Twitter and Annalect, 2016)
• Word of mouth generates 2 times the sales of paid
advertising. (McKinsey)
• Businesses make $6.50 for every dollar invested in
influencer marketing. (Tomoson)
Influencer Marketing solves
a couple main challenges:
• Distribution / Reach
• Content Creation
• Bypasses Ad Stigma / Ad
Blockers
• Influencers are viewed as
friends…

8.
Finding Influencers. -- the ‘Right’ Influencers!
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Pubcon 2019
@brentcsutoras

9.
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Finding Influencers. -- the ‘Right’ Influencers!
These channels provide a
personal look at the
Influencer and their daily
lives…
• Video feels personal
• Stories feel personal
Pew Internet Study
Pubcon 2019
@brentcsutoras

10.
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Not All Influencers have Influence
 You need to find Influencers who would actually
use your product / service
 They will talk about it better
 Their audience will be more likely to purchase
 They will continue to talk about it and more
 Who is really personalizing themselves?
 Natural vs Obvious advertisements?
 Off Brand advertisements?
 Normal vs Advertisement post volumes
Scott Disick
Pubcon 2019
@brentcsutoras

11.
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The Cost of Influencers
• Micro-influencers (10k to 50k) = $250 to $1,000
• Influencers (50k to 250k) = $1,000 to $5,000
• Influencers (250k to 1 mil) = $5,000 to $10,000
• Influencers (over 1 mil) = $10,000+ and depending on the
campaign up to $250k
• Selena Gomez = $550k per post
• Kim Kardashian = $500k per post
• Cristiano Ronaldo = $400k per post
Pubcon 2019
@brentcsutoras

12.
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Engagement Value of Influencers
25,000 Followers
$1,000 /campaign
30 Posts
8% Engagement
2000 Engaged Users
1 Campaign (or more)
5% Engagement
1250 Engaged Users
Pubcon 2019
@brentcsutoras

13.
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The Cost of Influencers (Hack The System)
• Some influencers (especially micro-influencers) take product as payment
• Especially if you find the ones that would naturally like your product
• Pay them something and increase the payment as their influence and
audience grows
• Identify micro-influencers and early influencers who are growing
• Use SocialBlade (or any other similar tool) to track growth and engagement
• Monitor for a few months to identify the right influencers
• Start working with them early and grow with them!
• They will always remember you and want to do more for you
• They are less bombarded by requests
• They are more likely to keep you at a lower rate going forward
• Increase the rate as they grow (like a friend would do)
• Don’t be afraid to negotiate prices, but be fair and transparent as to why
Pubcon 2019
@brentcsutoras

14.
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Additional Tips
 Setup your accounts to be sticky and keep people that don’t immediately
convert
 Avoid having posts that are just selling (Show but don’t hard sell)
 Have something for everyone (at least in your niche)
 Give them all a reason to follow you
 Influencer channels are like TV channels
 The more relevant channels you are on, the better
 Don’t lose your relevance
 Don’t do one campaign and quit, keep going! Stay Relevant!
 Use both Micro and Macro Influencers
Pubcon 2019
@brentcsutoras

15.
Resources
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 https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/
 https://blog.twitter.com/marketing/en_us/a/2016/new-research-the-value-of-influencers-on-twitter.html
 http://blog.tomoson.com/influencer-marketing-study/
 https://digitalmarketinginstitute.com/en-us/blog/20-influencer-marketing-statistics-that-will-surprise-you
 https://www.globalwebindex.com/reports/mobile-ad-blocking-2017
 https://influencermarketinghub.com/influencer-marketing-2019-benchmark-report/
 https://imanetwork.org/midatlantic/articles/the-rise-of-influencer-marketing-over-print-and-video-ads/
 https://influencermarketinghub.com/9-mind-blowing-influencer-marketing-statistics/
 http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/
 https://socialblade.com/
 https://www.searchenginejournal.com/instagram-video-posts-receive-twice-the-engagement-of-other-post-types-study/295443/
 https://www.prezly.com/academy/relationships/influencer-marketing/influence-influencers-simpler-think
 https://blog.scrunch.com/what-is-a-good-engagement-rate-on-instagram
Pubcon 2019
@brentcsutoras

16.
Thank you
Pubcon 2019
@brentcsutoras