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Getting Started with Influencer Marketing

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Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!

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Getting Started with Influencer Marketing

  1. 1. Influencer Marketing Brent Csutoras, LLC brent@csutoras.com Brentcsutoras.com
  2. 2. What is Influencer Marketing? 2 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.
  3. 3. What is Influencer Marketing? 3 Influencer Marketing has become a career path for many, especially for kids who have grown up watching Influencers…
  4. 4. Is Influencer Marketing Effective? 4  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  Tomson study: businesses earn $6.50 for each dollar spent on influencers with the top 13% earning $20 or even more.
  5. 5. Is Influencer Marketing Growing? 5  +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
  6. 6. Finding Influencers. -- the ‘Right’ Influencers! 6
  7. 7. 7 Finding Influencers. -- the ‘Right’ Influencers! Viral Nation recently commented that they have not been asked to run a Snapchat campaign in years. But.. Why Not?
  8. 8. 8 Finding Influencers. -- the ‘Right’ Influencers! These channels provide a personal look at the Influencer and their daily lives… • Video feels personal • Stories feel personal Instagram is used in 79% of all influencer campaign YouTube is used in 36% of all influencer campaigns Pew Internet Study
  9. 9. 9 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 talk about it more  They will continue to talk about it  Who is really personalizing themselves?  Natural vs Obvious advertisements?  Off Brand advertisements?  Normal vs Advertisement post volumes Scott Disick
  10. 10. 10 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
  11. 11. 11 The Cost of Influencers
  12. 12. 12 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
  13. 13. 13 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) • Manage the relationship and be their friend
  14. 14. 14 The Cost of Influencers • Consider their Engagement Value • They have 25,000 followers, Charging $1000 for the post • Last 20 normal posts saw 8% engagement, last sponsored post saw 5% • 2000 Engaged Followers on normal posts, 1250 Engaged on last Sponsored Post = 1625 Potential Engaged Users • $1000 ÷ 1625 = $0.62 per Engaged User • 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 • Put a face to the product • Business comes from personal connection
  15. 15. 15 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
  16. 16. 16 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  Build a community and make more micro-influencers!  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
  17. 17. Resources 17  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://www.boxycharm.com/  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
  18. 18. Thank you Brent Csutoras, LLC brent@csutoras.com Brentcsutoras.com

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