14. Influencer Marketing - It identifies the individuals that have
influence over potential buyers, and orients marketing activities
around these influencers.
Our objective – Give influencers compelling and ongoing
reasons to talk about your brand, products and services.
A definition
16. • Influencer Marketing is not Public Relations
• PR = broadcasting a message (press releases, media pitch)
• Influencer marketing = online community relationships
• Influencer Marketing is not Social Media
• Social media = brands connecting with customers, buyers
• Influencer marketing = brands connecting with influencers
• Influencer Marketing is not Content Marketing
• Content marketing = you create branded content
• Influencer marketing = influencers create earned content
What influencer marketing is not
18. • Three primary ways influencers can be leveraged:
• Communications (deliver messages to their audience)
• Promotions (deliver offers to their audience)
• Insights (solicit feedback from their audience)
• Why it Works:
• Trust – influencers don’t work for your brand
• Reach – access to incremental audiences
• Leverage – influencers create content for you
• Cost – you’re not renting eyeballs (e.g. paid media)
• Effectiveness – earned content is indexed by search engines and is
visible for years, while paid media ceases to be visible when the ad buy
expires
Influencer tactics
19. • Remember: Trust is a process – not an event
• Understand what is important to them:
• Follow target influencers
• Read target influencers
• What they want - Add value to their brand
• Provide expert content and access to your resources
• Give them experiences with your product, brand and customers
• Sponsor events
• Contribute to conversation threads (educate their audience)
• Offer exclusive audience benefits
• Offer unique insight about your company for their audience
How to woo them
20. • Business advocates - influencers that are extremely familiar with your
services and perspective will share this knowledge with their readers
• Increased Agility – Fast-twitch marketing - your competitors to become
reactive to your messaging and perspective
• Competitive advantage - Insights into trends and competitive offerings
• Earned Credibility – people don’t trust brands. But they trust brands
recommended by others.
• Valuable Long-term Relationships – This is the most important.
Influencers have vast networks. Your brand will benefit by investing in this
relationship.
Indirect Benefits
21. • Informed Leads – Potential customers that are on a mission rather than
on a shopping trip
• SEO for Life – BLOG=Better Listings On Google. And Google never forgets.
• Compelling Content – Bloggers are storytellers. That’s how they’ve built
their audience.
• Targeted Awareness – Direct connection to readers that are looking for
what you offer
• Door-opener content for your sales force – And proof points to help close
deals
Direct Benefits
