Why Influencer Marketing?
59% of marketers are planning to increase
their influencer marketing budgets in the next
90% of consumers trust peer recommendations.
Only 33% trust ads. Nielsen
$6.85 for every $1 spent – Average media value
earned by brands who implemented influencer
marketing. Burst Media aka RhythmOne
75% of professionals consider their influencer
engagement effective for lead generation. Augure
Winning Combo: Influencers & Content
http://tprk.us/cmw14ebooks Campaign by CMI & TopRank Marketing
Event Promotion & Lead Gen:
Co-created content with 40
influencers from major brands: Series
of themed eBooks, infographics, blog
posts & social content.
Results: Over 200k eBook views.
4k+ downloads, 1k+ leads for the
sponsor & hundreds of event
Winner: DGR Killer Content Award
Finalist: MarketingProfs Bright Bulb
Asking influencers to participate
with no previous contact. “You
don’t know me, but…”
Tweeting invites publicly – 10, 20
or 50 at a time.
Inviting an influencer to
collaborate and in the same email
to invest in your company.
Fail 1: Too Much, Too Soon
Using influencer content without
asking, then asking for help to
Coordinating influencer content and
image for public content, then
reusing for gated content followed
by an ask for help to promote.
Fail 2: Shoot First, Ask Later
Offering access to a tool for review,
then requiring an guided demo
where the influencer is “sold to”.
Inviting an influencer to moderate a
panel then change duties to be the
emcee of an entire track.
Telling the influencer the article will
publish in an industry publication,
then only post it to a local blog.
Fail 3: Bait & Switch
Inviting the influencer to
participate in something not
related to their area of expertise.
Asking a writer who doesn’t do
videos to do a video. Or a Vlogger
to write a 1,500 word article.
Fail 4: Irrelevance
Taking an influencer’s content
contribution and gratuitously
adding brand keywords and
Fail 5: Just Say No to Slimy SEO
“There are four essential reasons why the
keyword approach works so well:
1. Keyword provide financial benefits
2. Keyword are lower cost
3. Keyword can be reused with minor
When incorporating these benefits into the
planning of a keyword solution, be sure…”
• Influencer Discovery Tools
• Social Media Monitoring
• Read their content (spreed)
What do they care about?
What are they not getting?
What can you offer that’s unique?
Make a recruitment plan!
Win 1: Do Your Homework
Phases of Engagement:
1. Good Afternoon
4. Hey there
Win 2: Romance!
Brandividuals say “yes” faster
than Niche influencers
Communicate Relevant Goals:
Greater Good – For all & industry
For influencer – Exposure, KPIs
For brand – Exposure, KPIs
Attract – Traffic/Visits, Sources
Engage – Views, Shares
Convert – Subs, Downloads, Leads, Sales
Win 3: Share Goals AND Results
• Start simple & follow up for more
• Provide examples, limits, due dates
Sharing & Promotion:
• Provide a timeline
• Offer assets for sharing, blogging, &
• Show progress (everyone likes a
Win 4: Make it Easy
Maintain & Grow the Relationship:
1. Say thank you!
2. Provide feedback
3. Stay connected on social & engage
4. Include in future collaborations
5. Refer them business
6. Cite in future media, owned
Win 5: Care & Feeding = Growth
4 Years Influencer Collaboration:
• Over 1 million views
• Grew marketing influencer
cohort to 140+
• Connected with 50 Brand Dir/VP
Marketing potential clients
• Just under $1m in new revenue
• Virtually zero cost
Case Study: CMI & TopRank Marketing
Too many brands are entering the world of influencer marketing like a bull in a china shop, flailing and failing in lost opportunities. This presentation will highlight the top 5 influencer fails to avoid and 5 ways to win at influencer engagement.