Tom Morkes shares shows us how to find, connect, and recruit influencers across the world to market and sell your product or service, without spending a dime on paid advertising. 

1. HOW TO BUILD AN
ARMY OF
INFLUENCERS TO
MARKET AND SELL
YOUR PRODUCT
FOR YOU TOM MORKES
CEO of Insurgent
Publishing

2. HOW MUCH IS ONE
PROMO PARTNER WORTH
TO YOU?

3. EXAMPLES FROM 3
SEPARATE (real life)
INFLUENCER
CAMPAIGNS...

4. CAMPAIGN #1: BOOK
$325.9
7
Average revenue /
promo partner
Health Industry
90 day campaign

5. CAMPAIGN #2: Software
$1,199.4
1
Average annual
recurring revenue /
promo partner
Education Industry
30 day campaign

6. CAMPAIGN #3: eCourse
$9,123.7
2
Average revenue /
promo partner
Marketing Education
45 day campaign

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 partners you can coordinate and communicate with effectively
AR
R

8. PROFITABLE
PARTNERSHIPS WITH
INFLUENCERS
THIS IS WHAT WE’RE GOING TO TALK ABOUT TODAY

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. WAIT, WHO ARE YOU?

11. This is 7
Year old
Tom

12. Because I love
competition, I
decided to go to
West Point…and
joined the boxing
team

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. In my last year in
the Army, I started
writing and
publishing in my
spare time, which
created new
streams of passive
income

15. When I left the
Army, I got married,
grew a beard, and
kept writing (on
tropical islands)

16. And started
publishing other
peoples books.

18. WHAT IS AN
INFLUENCER?
WHAT IS INFLUENCER
MARKETING?

19. INFLUENCER MARKETING:
RESEARCH

20. STEP 1. CREATE YOUR INFLUENCER
OUTREACH TRACKER
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

21. STEP 2. IDENTIFY MARKETING
VERTICALS
Goal: identify other
platforms / outlets whose
audience would benefit
from what you are selling.

22. 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

23. STEP 4. FILL IN YOUR TRACKER
Add outlets to your tracker...
Helpful Software:
○ Ninja Outreach
○ Buzz Sumo

24. 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

25. STEP 6: UPDATE YOUR TRACKER
Helpful software: Rapportive

26. INFLUENCER MARKETING:
RECRUITMENT

27. THE MOST IMPORTANT
‘OUTREACH’ LESSON FIRST...
Ready?
Cold email….
DOES.
NOT.
WORK.

28. HERE’S HOW TO TURN
ALL YOUR OUTREACH
“WARM”

29. 1
STEP 1. Follow on Twitter

30. 2 STEP 1. Follow on Twitter
STEP 2. Sign up for their
newsletter / email list

31. 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

32. 1
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…
3
2

33. NOW YOU CAN MAKE
THE “ASK”
I recommend getting on a 15 min phone call or skype chat to discuss
details

34. AN EXAMPLE OF WHAT THIS OUTREACH
PROCESS WOULD LOOK LIKE IN MY
CRM...

35. NEXT UP:
Affiliate Launch
Communication Strategy
(how to communicate and engage
w/ partners during a promotion)
QUESTIONS SO FAR?

36. HOW TO COMMUNICATE
WITH INFLUENCERS FOR
A CAMPAIGN

37. 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

38. 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

39. 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..

40. Some Tools and Software I
recommend
AFFILIATE TRACKING SOFTWARE
● Track clicks, optins, and sales
○ Infusionsoft
○ GetAmbassador
○ Thrivecart
CRM
● How you communicate with affiliates
○ Contactually
INFLUENCER PROMOTION TRACKER
● Track each affiliate to make sure they promoted when they agreed to
promote
○ Airtable
○ Excel / Google Sheets

41. Final thoughts:
Why you need to think in
terms of partnerships
above everything else

42. QUESTIONS?
For more on this topic, go to www.tommorkes.com
You can find the “Influencer Marketing Method” at
www.tommorkes.com/influencer
Follow Tom on Twitter at @tmorkes