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Influencer marketing can be a powerful tactic, but the practice is far too narrow, and often focused on wrong metrics. In this presentation, Rand expands on what marketing through influence can do, and shows examples of a higher ROI form of marketing through channels of influence (not just Instagram & YouTube "influencers")
Influencer marketing can be a powerful tactic, but the practice is far too narrow, and often focused on wrong metrics. In this presentation, Rand expands on what marketing through influence can do, and shows examples of a higher ROI form of marketing through channels of influence (not just Instagram & YouTube "influencers")
Rand Fishkin | Founder &
CEO Influence… Not Influencers Marketing through influence must focus on finding the right customers, in the right places. Here’s how to make the shift.
Discover All the Sources of
Influence that Reach Your Audience Physical Therapists Podcasts they listen to YouTube Channels they watch Websites they visit Twitter accounts they follow Instagrammers they follow Emails they subscribe to Publications they consume Events they attendBlogs they read
The Consideration Problem: Google Ads
Should we invest in… Facebook Ads Influencer Marketing Content Marketing SEO All our competitors are doing it! Start an Influencer Marketing Campaign
A Better Way: Product awareness
among physical therapists Business Problem We’re Trying to Solve: 1) Brand Advertising Marketing Channels + Tactics ThatAddress It: Prioritized List of Experiments & Investments: Web Search Social Media Brand Advertising PR Events Direct Sales 2) Direct Sales 3) Press & PR 4) Social Media
A Better Way: Product awareness
among physical therapists Business Problem We’re Trying to Solve: 1) Brand Advertising Marketing Channels + Tactics ThatAddress It: Prioritized List of Experiments & Investments: Web Search Social Media Brand Advertising PR Events Direct Sales 2) Direct Sales 3) Press & PR 4) Social Media Influencer Marketing might be a useful tactic for these two
IM Focuses on Behavior >
Demographics Your Target Audience Behavior Demographics What they read What they watch What they listen to What they attend What they engage with What they pay attention to How old they are What gender they are Where they live How much they make How many kids they have What religion they are
IM Focuses on Behavior >
Demographics Your Target Audience Behavior Demographics What they read What they watch What they listen to What they attend What they engage with What they pay attention to How old they are What gender they are Where they live How much they make How many kids they have What religion they are These are vastly more useful to efficiently reach specific groups of people
IM Focuses on Behavior >
Demographics Your Target Audience Behavior Demographics What they read What they watch What they listen to What they attend What they engage with What they pay attention to How old they are What gender they are Where they live How much they make How many kids they have What religion they are These are good for broad targeting of traditional media
IM Reaches People Through Sources
They Know, Like, & Trust e.g. Andrew’s an award- winning mixologist and a friend. This post isn’t sponsored, but even if it were, I’d probably still trust his opinion.
Your Target Audience Podcasts they
listen to YouTube Channels they watch Websites they visit Twitter accounts they follow Instagrammers they follow Emails they subscribe to Publications they consume Events they attendBlogs they read These Are All Sources of Influence! Journalists they read
Targeting on Audience Size >
Audience Match 4mm followers Followed by 19% of profiles that frequently talk about “supercars”
What We Should Be Seeking:
Source of Influence % of My Target Audience That Engages Here WebsiteABC.com The ABC Podcast ABC YouTube Channel ABC Conference @ABCOnTwitter @ABCOnInstagram ABC Email Newsletter 38% 31% 27% 25% 25% 22% 19%
Brands & Influencers Ignoring Owned
Media Completely subject to Instagram’s algo, engagement rates, and editorial guidelines Full ownership and control of content, visibility, UX, & conversion paths
Social Follower Email Address Avg
Engagement/ Post or Email Ability to Retarget? Reach on Other Platforms Ability to Get Audience Data Direct Outreach Possible? 20.81%* * Via Mailchimp Yes,Anywhere Yup. Tons. Yes. 1.73%* Onlyonthat Network Nope. Onlywhatthe networkgivesyou. No. * Via RivalIQ
Metrics Accountability Via TheDrum “I
do campaigns for brands on a weekly basis and less than half ever come back for metrics; less than 50% ever want to know what’s happened. That makes me think it’s PRs playing a numbers game and once a campaign has gone no one is really interested.”
Use Other Non-Owned Platforms Strategically
Seeking Brand Awareness? Optimize for interactions Measure on Reach+Engagement Seeking Revenue? Optimize for CTR + Conversion Rate Measure on Conversions Seeking Maximum, Long-Term Benefit? Optimize for high-engagement streaks Capitalize with Conversion-Driving Posts Measure on Comparative LTV:CAC Ratio Leverage Other High- ReachAccounts Boost with Paid Promotion
When I have a low
engagement post, my next post has a harder time reaching a big audience.
When a post gets high
engagement, FB boosts the reach of my next post (unless it starts to show poor engagement)
In this way, Facebook (&
Twitter, Instagram, LinkedIn, etc) reward high engagement streaks and makes accounts w/ low engagement invisible.
Rethinking Whether This Is the
Best (or Only) Process for Influencer Marketing Via Contevo Is paying “influencers” the best way to spread influence? Should brands own & control the creative? Is approval of content a net win? Could other processes yield better results?
Key Questions to Ask: 2:
How Do You Currently Solve the Problem Our Product/Service Addresses? 1: WhoAre You? (B2C: demographics/psychographics, B2B: professional/behavioral) 3: What Do You Read, Listen To, Watch, Consume,Attend? 4: What Influences Your Purchase Decisions (in the problem space of our service/product)?
Warning: It’s hard to design
unbiased surveys e.g. When I editorially chose these events, I biased survey takers against ones that didn’t appear
The Most FollowedAccount(s) that Match
a Keyword Search Traditional Influencer Marketing Seeks Out: The Most-ReachableAccount(s) that Match a Keyword Search OR But That’s Not Really What We Want…
What You Really Want: People
& Publications YourAudience Engages With Most Followed by 16% of people who frequently talk about “Italian food”
What You Really Want: People
& Publications YourAudience Engages With Most Small overall following, but reaches exactly who we want to reach!
Don’t get stuck thinking only
about ways to show up here. Especially when engagement may be bigger & cheaper elsewhere.
8 Pay-to-Post Alternatives 2: Story
Pitches (to cover a space, trend, data, or news) 1: Guest Content (editorials, blog posts, native ads) 3: Podcast, Interview, or Video Guest Pitch 4: Day or Week-longAccount Swap/Takeover 5: Research Project or Field Trip Sponsorship 6: Content Partnership Invitation 7: Email Newsletter Inclusion 8: Brand Co-Creations / Partnerships
8 Pay-to-Post Alternatives 2: Story
Pitches (to cover a space, trend, data, or news) 1: Guest Content (editorials, blog posts, native ads) 3: Podcast, Interview, or Video Guest Pitch 4: Day or Week-longAccount Swap/Takeover 5: Research Project or Field Trip Sponsorship 6: Content Partnership Invitation 7: Email Newsletter Inclusion 8: Brand Co-Creations / Partnerships BONUS: Many of these help with other channels of influence, upgrading their ROI
But, Rand… When I ask
directly for coverage, amplification, links, mentions, etc, I get nowhere
Direct Works Great Once a
RelationshipAlready Exists… Request for something comes into my inbox… Do I KnowThis Person? Yes!And I like them. Never heard of them. No, but I know of them or their company/organization High Likelihood of a Yes High Likelihood of a No Depends on the ask, their brand, my history, the relevance, timing, etc.
In Some Cases, Indirect is
the Way to Go: I want these things Get more people to know, like, and trust me (and my brand) Links to my site Create unique value that stands out to your audience Press coverage SocialAmplification What can I do that will deliver those? Focus outreach on these goals first