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5 Things to Consider When Launching Influencer Marketing Campaigns

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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.

Published in: Marketing
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5 Things to Consider When Launching Influencer Marketing Campaigns

  1. 1. 5 Things to Consider When Launching Influencer Marketing Campaigns Brent Csutoras, LLC brent@csutoras.com Brentcsutoras.com #SEJThinktank @brentcsutoras
  2. 2. Brent Csutoras Brent Csutoras, LLC brent@csutoras.com Brentcsutoras.com #SEJThinktank @brentcsutoras
  3. 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. 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. 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. 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
  7. 7. Finding Influencers. -- the ‘Right’ Influencers! 7 #SEJThinktank @brentcsutoras
  8. 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. 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. 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. 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
  12. 12. 12 The Cost of Influencers #SEJThinktank @brentcsutoras
  13. 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
  14. 14. 14 Engagement Value of Influencers #SEJThinktank @brentcsutoras 25,000 Followers $1,000 /campaign 30 Posts 8% Engagement 2000 Engaged Users 1 Campaign (or more) 5% Engagement 1250 Engaged Users
  15. 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. 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. 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. 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
  19. 19. Resources 19 ▪ 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/ #SEJThinktank @brentcsutoras
  20. 20. Resources 20 ▪ https://socialblade.com/ ▪ https://www.searchenginejournal.com/instagram-video-posts-receive-twice-the-engagement-of-other-post-types-stu dy/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 #SEJThinktank @brentcsutoras
  21. 21. Thank you Brent Csutoras, LLC brent@csutoras.com Brentcsutoras.com #SEJThinktank @brentcsutoras
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