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How to build an army of influencers to market and sell your product

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Influencer marketing is one of the most effective ways to exponentially grow product sales. I'll show you how to find, connect with, and recruit influencers to market and sell your product for you.

Published in: Marketing
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  • Slides from my presentation at the Military Influencers Conference.
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How to build an army of influencers to market and sell your product

  1. 1. HOW TO BUILD AN ARMY OF INFLUENCERS TO MARKET AND SELL YOUR PRODUCT FOR YOU TOM MORKES CEO of Insurgent Publishing
  2. 2. HOW MUCH IS ONE PROMO PARTNER WORTH TO YOU?
  3. 3. EXAMPLES FROM 3 SEPARATE (real life) INFLUENCER CAMPAIGNS...
  4. 4. CAMPAIGN #1: BOOK $325.97 Average revenue / promo partner Health Industry 90 day campaign
  5. 5. CAMPAIGN #2: Software $1,199.41 Average annual recurring revenue / promo partner Education Industry 30 day campaign
  6. 6. CAMPAIGN #3: eCourse $9,123.72 Average revenue / promo partner Marketing Education 45 day campaign
  7. 7. SO HOW COULD THIS PAN OUT IF YOU HAVE 40* PARTNERS? Campaign #1. $325.97 $13,038.80 $47,976.40 $364,948.80 Campaign #2. $1,199.41 Campaign #3. $9,123.72 *not completely arbitrary number; average # of influencer partners you can coordinate and communicate with effectively ARR
  8. 8. PROFITABLE PARTNERSHIPS WITH INFLUENCERS -> THIS IS WHAT WE’RE GOING TO TALK ABOUT TODAY
  9. 9. FULL AGENDA ● What is “influencer marketing” ● 3 criteria for identifying and connecting w/ influencers ● How to find, connect, and recruit influencers for your next marketing campaign ● Q and A
  10. 10. WAIT, WHO ARE YOU?
  11. 11. This is 7 Year old Tom
  12. 12. Because I love competition, I decided to go to West Point…and joined the boxing team
  13. 13. After I graduated, I deployed to Iraq, where I ran convoy security for our Batallion. Later, I joined a unit that paid me to jump out of helicopters
  14. 14. In my last year in the Army, I started writing and publishing in my spare time, which created new streams of passive income
  15. 15. When I left the Army, I got married, grew a beard, and kept writing (on tropical islands)
  16. 16. And started publishing other peoples books.
  17. 17. Since then, I’ve run influencer marketing campaigns for… (these are just a few of them)
  18. 18. WHAT IS AN INFLUENCER? WHAT IS INFLUENCER MARKETING?
  19. 19. 3 CRITERIA FOR EFFECTIVE INFLUENCER “RECRUITING”
  20. 20. 3 questions every influencer asks (consciously or subconsciously 1. Is this a good fit for my audience / fans / followers? 2. Will associating with this brand and sharing this product allow me to ‘virtual signal’ (aka, do I look [good / fun / interesting / smart / sophisticated / “place appropriate adjective here”] 3. How will this profit me now and in the future (financially or otherwise) ****If you can answer these 3 questions effectively, influencers will promote
  21. 21. HOW TO FIND, CONNECT WITH, AND RECRUIT INFLUENCERS
  22. 22. STEP 1. ORGANIZATION Create some way to track your influencer outreach You can use pen and paper...or here are some tools that can help: ● Airtable ● Google Sheets (or Excel) ● A CRM can be a big help for this process as well
  23. 23. STEP 2. IDENTIFY MARKETING VERTICALS Goal: identify other platforms / outlets whose audience would benefit from what you are selling.
  24. 24. STEP 3. CONDUCT RESEARCH ● Google ○ Pro: Free, Easy ○ Con: More to sort through ○ Helpful software: Link Clump add-on ● Search: [Topic] [Type] ○ Type: blog / podcast Leadership Blogs Leadership Podcast Management Blogs Management Podcasts Teamwork Blogs Teamwork Podcasts Military Blogs Military Podcasts Coaching Blogs Coaching Podcasts Entrepreneurship Blogs Entrepreneurship Podcasts Corporate Training Blogs Corporate Training Podcasts Recent College Graduate Blogs Recent College Graduate Podcast Job Searching Blogs Job Searching Podcast Innovative Education Blogs Innovative Education Podcast Personal Development Blogs Personal Development Podcast
  25. 25. STEP 4. FILL IN YOUR TRACKER Add outlets to your tracker... Helpful Software: ○ Ninja Outreach ○ Buzz Sumo
  26. 26. STEP 5. CONDUCT LIST SCRUBBING ● Determine if each outlet is a good fit How do you KNOW it’s a good fit? ● Think about their audience: How would they promote or share? ○ Guest post / article ○ Sponsored post ○ Podcast Interview ○ Book Review ○ Affiliate ● Always lead with the value you provide to their audience!
  27. 27. STEP 6: UPDATE YOUR TRACKER Key areas: - Bio (who is this person in 1 or 2 sentences) - Category (what niche / industry) - Why is this a good fit (why should this person share / promote / associate w/ you?)
  28. 28. GETTING INFLUENCERS TO SAY ‘YES’ TO PROMOTING...
  29. 29. THE MOST IMPORTANT ‘OUTREACH’ LESSON FIRST... Ready? Cold email…. DOES. NOT. WORK.
  30. 30. HERE’S HOW TO TURN ALL YOUR COLD OUTREACH INTO “WARM” OUTREACH
  31. 31. 1 STEP 1. Follow on Twitter
  32. 32. 2 STEP 1. Follow on Twitter STEP 2. Sign up for their newsletter / email list
  33. 33. 2 3 STEP 1. Follow on Twitter STEP 2. Sign up for their newsletter / email list STEP 3. Engage… - On Twitter - Via newsletter - In comments area on blog - Write podcast review - etc.
  34. 34. STEP 1. Follow on Twitter STEP 2. Sign up for their newsletter / email list STEP 3. Engage… STEP 4. Follow up directly with a way you can HELP or lend value… 4 2
  35. 35. NOW YOU CAN MAKE THE “ASK” I recommend getting on a 15 min phone call or skype chat to discuss details
  36. 36. AN EXAMPLE OF WHAT THIS OUTREACH PROCESS WOULD LOOK LIKE IN MY CRM...
  37. 37. NEXT UP: Affiliate Launch Communication Strategy (how to communicate and engage w/ partners during a promotion) QUESTIONS SO FAR?
  38. 38. HOW TO COMMUNICATE WITH INFLUENCERS FOR A CAMPAIGN
  39. 39. CREATE A ‘COMMUNICATION’ CALENDAR 1. DATES 2. KEY EVENTS 3. MAJOR TOPICS TO DISCUSS 4. TYPE OF CORRESPONDENCE (E.G. EMAIL VS. FB GROUP MESSAGE) 21 3 4
  40. 40. TRACK WHEN INFLUENCERS HAVE SAID THEY WOULD PROMOTE 1. DATES 2. KEY EVENTS 3. WHEN EACH AFFILIATE WILL PROMOTE AND HOW (E.G. EMAIL? FB? TWITTER?) 2 1 3
  41. 41. OPTIONAL: REWARDS/CHALLENGES METRICS FOR CHALLENGES 1. OPTINS 2. SALES TYPES OF CHALLENGES: 1. FIRST PLACE GETS… 2. TOP 5 GET… 3. OVER “X” SALES GETS… 4. OVER “Y” OPTINS GETS..
  42. 42. Some Tools and Software I recommend AFFILIATE TRACKING SOFTWARE ● Track clicks, optins, and sales ○ Infusionsoft (all in one solution) ○ GetAmbassador (dedicated affiliate tracking software) ○ Thrivecart (checkout cart w/ affiliate tracking baked in) CRM ● How you communicate with affiliates ○ Contactually (my CRM of choice) INFLUENCER PROMOTION TRACKER ● Track each affiliate to make sure they promoted when they agreed to promote ○ Airtable (like google sheets on steroids) ○ Excel / Google Sheets
  43. 43. Final thoughts: Why you need to think in terms of partnerships above everything else
  44. 44. QUESTIONS? Free newsletter that shares inlfuencer marketing techniques: www.tommorkes.com/newsletter Get step by step instructions, templates, swipe, and more to build an influencer marketing arm of your company: www.tommorkes.com/influencer Follow Tom on Twitter at @tmorkes

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