influencer marketing: how to work with influential people
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Influencer Marketing: How toWork With Influential PeopleBy Michael Stelzner
Published April 3, 2015
Do you reach out to influencers?
Want to create good relationships to increase yourvisibility and get more customers?
To learn how to work with influencers, I interview DougKarr.
More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from SocialMedia Examiner. It’s designed to help busy marketers and business owners discover
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what works with social media marketing.
In this episode I interview conversion expert Doug Karr, the author of CorporateBlogging for Dummies and founder of the Marketing Technology blog. Doug also co-hosts the Edge of the Web podcast.
Doug will explore influencer marketing and how to work with prominent people.
You’ll discover how to identify and reach out to influencers, as well as developrelationships and campaigns that lead to sales.
Listen as Doug Karr shares how to w ork w ith influential people.
Share your feedback, read the show notes and get the links mentioned in this episodebelow.
Listen Nowhttp://traffic.libsyn.com/socialmediamarketing/SocialMediaMarketing-139-15-04-03.mp3Listen now: Play in new window | Download | Embed
You can also subscribe via iTunes, RSS, Stitcher, SoundCloud or Blackberry. How tosubscribe/review on iPhone.
Here are some of the things you’ll discover in this show:
Influencer Marketing
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Corporate Blogging for Dummies by Doug Karr.
Influencer MarketingHow Doug became interested in influencer marketing
After Doug got out of the Navy in 1992, he started a newspaper and did direct anddatabase marketing. Then about 12 years ago, he started a blog.
From a database marketing standpoint, Doug shares he’s always been intrigued bythe pockets or the gaps, and not the averages. In the direct mail days, the motto was“go after a certain age group, gender and neighborhood, and get 100% saturation.”Doug found, over time, it was the smaller pockets of people who had higherconversion rates.
This is true in online marketing as well. People who do SEO optimize for hugekeywords with massive search volumes. Maybe they rank, but they don’t get anyresults (meaning business) out of it.
Influencer marketing is the same, in thatpeople go after influencers. They spend alot of money without seeingresults, because they make significanterrors as they select and researchinfluencers.
Doug says he tells people who aretransitioning from traditional to onlinemedia that he doesn’t think a lot haschanged. As marketers, it’s all aboutbuilding trust and satisfying clients.
Blogging and social media are great forthat, because customers can now talk topeople at different companies and getinsight into their business through thesechannels. You build relationships virtually,then get those people to convert.
Listen to the show to hear what opportunities came to Doug from blogging.
How Doug defines influencer marketing
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Doug believes influencers are people within our industry who already have establishedtrust with an audience.
Let’s say someone has an amazing audience you want to reach. The best way to getto that person’s audience is to create an influencer marketing campaign and work withthat influencer to help you promote your products and services.
The keys are audience (find an influencer whose audience matches what you need)and reach. Determine if the influencer’s reach is wide enough to make yourcampaign sensible from a time and money standpoint.
Listen to the show to hear examples of good influencers to reach out to in themarketing and social media space.
The differences among reach, popularity and influence
Doug says half of the time, a company fails because they focus on reach andpopularity, but not necessarily on influence.
Influence is not about retweets or shares. It’s about conversions. If someone makes apurchase based on a person’s advice, that person is an influencer.
Inf luencers drive conversions. Image: Shutterstock.
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When Doug works with an influencer, he looks at that person’s target audience to seewhether he or she has captivated their trust and made sales to them. One of thetelltale signs that influencers are doing well is they’ve had the same sponsor on theirsite for 3 years; they don’t switch them out every month.
Doug also cautions that before entering into a relationship with an influencer, you wantto make sure you have an out if it’s not a good fit.
Listen to the show to learn how Doug responds to people who want him to write abouttheir product or service.
When influencer marketing goes bad
Doug is from Indianapolis (a big car-racing city). He shares how the racetrack reachedout to social influencers and invited them to the Brickyard in hopes that they’d talkabout the race online. They offered suite tickets, as well as an invitation to meet thedrivers.
When Doug got the invite, he wrote back and offered to come talk to them before theyinvited more influencers, to make sure it was worthwhile. The racetrack didn’t respond.
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The racetrack invited local inf luencers, not targeted ones, to the Brickyard.
Although Doug didn’t attend the Brickyard event, about 30 other local influencers did.And those influencers told Doug that the drivers came into the suite, but no oneknew who the drivers were and nobody took pictures of them. The influencers just ate,drank, talked to each other, didn’t watch the race and then left. They didn’t talk aboutit online. It was an epic failure that easily could have been turned around.
Listen to the show to hear how Doug thinks they could have turned the event into asuccess.
How to approach influencers
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Start with your story. Tell the influencer what kind of value you can bring to theiraudience.
Doug shares a scenario that often happens to him. Someone pitches him a story tothe effect of “this CEO wants to talk about X.” Doug comes back with, “Our audiencedoesn’t really care about X, but I noticed the CEO works for this company and I’mcurious what kind of problems he solves for marketers.” He tries to find a fit that wouldbe of interest to the influencer and his audience, so everyone benefits.
Figure out that balance by considering these questions:
What is this person good at?What is your audience like?What are they receptive to?What do they click on most?
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What do they convert with best?
Once you answer these questions, you can craft and develop campaigns that fit.
Doug says some partners want infographics, webinars or case studies, while othersprefer a blog post or even networking. All of those things have different value, but it’simportant to meet on common ground and figure out the most compelling way toconvert that audience.
Doug shares how Lead Forensics approached Doug about building arelationship. Doug suggested he start by writing about them to gauge the response.Lead Forensics built a custom landing page. Through his blog, Doug invited hisaudience to check out the service. They got such an incredible response, LeadForensics is now a sponsor on the site.
When you give someone a taste of what can happen, and the results are good, thenit’s time to move forward.
Listen to the show to hear what happens when an influencer is not a good match.
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How to measure whether a campaign works
It’s the engagement of signup to conversion. The process starts with demonstrationsand downloads, but ultimately you want it to lead to conversions. Remember, thatusually takes time.
Doug likes custom landing pages. If a sponsor sets up a custom landing page, andhis blog points his audience to it, the impact of the campaign can be measureddiscretely.
Listen to the show to learn about leading indicators.
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Listen to the show to learn more and let us know how TwitShot works for you.
Other Show MentionsToday’s show is sponsored by Social Media MarketingWorld 2015.
Social Media Marketing World 2015 just ended lastweek. If you missed it and heard good things about it, fora short while longer you will be able to get access to thecontent through our virtual ticket. Get every session, download the audio, watch thestreaming video, print out the slide decks and add notes to them. It’s a great way totake in content if you care about taking your social media marketing to the next level.
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Listen to the show!
http://traffic.libsyn.com/socialmediamarketing/SocialMediaMarketing-139-15-04-03.mp3.
Key takeaways mentioned in this episode:Connect with Doug on his website.Read Corporate Blogging for Dummies.Listen to the Edge of the Web podcast.Like the Marketing Technology blog on Facebook, and follow it on Twitter and
Google+.Learn more about Doug’s situation with the Brickyard and the keys to a
successful strategy, as well as his partnership with Lead Forensics.Email me directly at [email protected] with any questions or
comments.
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Take a look at the cartoon about “Shiny Object Syndrome” fromMarketoonist Tom Fishburne.
Check out TwitShot.Email [email protected] if you are interested in being a sponsor.Learn more about the Social Media Marketing World 2015 and get your virtual
ticket.
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What do you think? What are your thoughts on influencer marketing? Pleaseleave your comments below.
Conversions matter photo from Shutterstock.
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Tags: doug karr, inf luencer, inf luencer marketing, inf luencer outreach, michael stelzner, networking, podcast, social media
marketing podcast, twitshot
ABOUT THE AUTHOR, Michael Stelzner
Michael Stelzner is the f ounder and CEO of Soc ial Media Examiner ,
and hos t of the Soc ial Media Marketing podcas t. He also authored
the books Launch and W ri ti ng W hi te Papers . Othe r pos ts by
Michael Stelzner »
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Sherry Hayes-Peirce • 2 days ago
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• Reply •
As always Doug Karr provides great insight into the world of social media marketing. Sage advice for corporationswho think things happen magically. It also underscores his integrity for not just taking the money and enjoying therace!
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• Reply •
Michael A. Stelzner • 2 days agoStaff > Sherry Hayes-Peirce
Thanks Sherry - Glad you enjoyed it △ ▽
• Reply •
Ruslan Useinov • 2 days ago
Michael Stelzner thanks for the podcast! My two cents would be to dig a bit deeper. Influence Marketing is morescience, than feelings. All we need to know about Influence Marketing, we can find in one book. Strongly recommend it to everyone
"Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing" written bySam Fiorella & Danny Brown
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• Reply •
Michael A. Stelzner • 2 days agoStaff > Ruslan Useinov
Thanks for your suggestion 1△ ▽
• Reply •
Gracious Store • 2 days ago
Influencers can be very helpful in building an online audience, but if the audience you build through the influencer donot convert to purchases the audience is of not beneficial to the online marketer, so I am of the opinion that whenchoosing an influcencer to work with, take time and put in effort researching the influnecer's audience. influencer whose audience are interested in what you or sell
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• Reply •
Michael A. Stelzner • 2 days agoStaff > Gracious Store
Appreciate your thoughts on this △ ▽
Laney Galligan • 2 days ago
I had the pleasure of sitting in on Doug's session at Social Media Marketing World (Doug, it was worth flying fromAustralia for that alone - thank you). It was very refreshing to hear his views on influence and that it is not aboutpopularity and audience. There are many 'influencers' trading on vanity metrics and providing horrible ROI for brands,
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• Reply •
and eroding their hard earned credibility with their audience. Not exactly a sustainable practice. I couldn't agree morewith Doug about seeking the right audience fit where relevance rules, not reach.
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• Reply •
Michael A. Stelzner • a day agoStaff > Laney Galligan
Thanks Laney and thanks for coming all the way over from the land down under △ ▽
• Reply •
Amit Sharma • a day ago
A article which have deep insight and philosophy of social media marketing! Thanks ! Feeling resourceful afterreading this article!
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• Reply •
Michael A. Stelzner • a day agoStaff > Amit Sharma
Thanks Amit △ ▽
• Reply •
SHIFT Digital Media • 6 hours ago
Great post Michael! I've always been hesitant to reach out to influencers (like yourself!). I'm an introvert at heart butthis article helped!
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