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Influencer Marketing
Brent Csutoras, LLC
brent@csutoras.com
Brentcsutoras.com
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.
What is Influencer Marketing?
3
Influencer Marketing has
become a career path for many,
especially for kids who have
grown up watching Influencers…
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.
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
Finding Influencers. -- the ‘Right’ Influencers!
6
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
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
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
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
The Cost of Influencers
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
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
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
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
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
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
Thank you
Brent Csutoras, LLC
brent@csutoras.com
Brentcsutoras.com

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Getting Started with Influencer Marketing

  • 1. Influencer Marketing Brent Csutoras, LLC brent@csutoras.com Brentcsutoras.com
  • 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. What is Influencer Marketing? 3 Influencer Marketing has become a career path for many, especially for kids who have grown up watching Influencers…
  • 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. 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. Finding Influencers. -- the ‘Right’ Influencers! 6
  • 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 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 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 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 The Cost of Influencers
  • 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 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 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 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 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. 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. Thank you Brent Csutoras, LLC brent@csutoras.com Brentcsutoras.com

Editor's Notes

  1. When it comes to Social Commerce, Influencer Marketing is one of the key ways to sell and that is only continuing to grow.