When it comes to influencer marketing, it is not just about paying anyone with a lot of followers to blast out your marketing message. Influence is earned.
Better understand how influencer marketing works and how to use it effectively.
In this presentation, we cover:
– How to successfully use influencers to help with your marketing success.
– How to determine if someone has influence.
– How to determine the cost and your ROI.
– A number of tips to help you succeed.
3. What is Influencer Marketing?
3
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.
#SEJThinktank
@brentcsutoras
4. What is Influencer Marketing?
4
Influencer Marketing has become
a career path for many, especially
for kids who have grown up
watching Influencers… I want to be a
YouTuber!
#SEJThinktank
@brentcsutoras
5. Is Influencer Marketing Effective?
5
▪ 70% of teens trusted influencers more than
traditional celebrities
▪ 4 out of 10 people say influencers understand them
better than their friends
▪ 6 out of 10 people said they would follow the
advice of an influencer on what to buy
▪ 49% of people rely on influencers for product
recommendations (56% rely on friends)
▪ 40% made purchases online based off
influencer recommendations
#SEJThinktank
@brentcsutoras
6. Is Influencer Marketing Growing?
6
▪ +1,500% increase in ‘Influencer Marketing” searches over last 3 years
▪ Market expected to grow from $2 Billion in 2017 to $10 Billion in 2020
▪ More people are using Ad Blockers (40% laptops, 22% mobile)
▪ The return on investment in influencer marketing is far outpacing any traditional medium
#SEJThinktank
@brentcsutoras
8. 8
Finding Influencers. -- the ‘Right’ Influencers!
Viral Nation recently commented that they
have not been asked to run a Snapchat
campaign in years.
But.. Why#SEJThinktank
@brentcsutoras
9. 9
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
#SEJThinktank
@brentcsutoras
10. 10
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
#SEJThinktank
@brentcsutoras
11. 11
Some Influencers Influence Influencers
▪ If you can, go for someone big and who is is a
leader in your space
▪ Influencers look up to bigger influencers
▪ They are more likely to work with you if
someone bigger already has
Say That 3
Times!
#SEJThinktank
@brentcsutoras
13. 13
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
#SEJThinktank
@brentcsutoras
15. 15
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)
#SEJThinktank
@brentcsutoras
16. 16
• Don’t be afraid to negotiate prices, but be fair and transparent as to why
• Considering throwing events and attending events where Influencers are
• Don’t try to sell them, but rather connect and make real connections
• Talk about your product and give it away if you can
#SEJThinktank
@brentcsutoras
The Cost of Influencers (Hack The System)
17. 17
The ROI of Influencer Marketing
▪ Most companies use Engagement and
Engagement Cost
▪ Coupon codes and Tracking are options, but
can be hard to really track
▪ Branding in Influencer Marketing is quite
valuable
▪ Cut people lose when you don’t feel they are
working out
▪ Maintain the relationship with Influencers who
are working
#SEJThinktank
@brentcsutoras
18. 18
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
#SEJThinktank
@brentcsutoras