Influencer marketing focuses on leveraging individuals with significant visibility to promote products and services, resulting in higher engagement and conversions compared to traditional marketing methods. The market has seen a substantial growth trajectory, with influencers being perceived as more relatable than celebrities and significantly impacting purchasing decisions. It’s essential to identify the right influencers who genuinely align with the brand for effective marketing outcomes.

1. Getting Started With
Influencer Marketing
Brent Csutoras, LLC
brent@csutoras.com
Brentcsutoras.com
Pubcon 2019
@brentcsutoras

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.
Pubcon 2019
@brentcsutoras

3. What is Influencer Marketing Today?
3
Being an Influencer has become
a career path for many,
especially for kids who have
grown up watching Influencers…
Pubcon 2019
@brentcsutoras

4. 4
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@brentcsutoras

5. Today’s Influencers Are Amazing
5
Influencers today are:
- More influential than celebrities (with some exceptions)
- They are normalish people, which we can relate to more
- They allow a more personal glimpse into their lives
- They are focused on passions, which makes them more authentic (thus influential)
- They are extremely engaged with their audience
- They are often cheaper and easier to work with
Pubcon 2019
@brentcsutoras

6. Is Influencer Marketing Growing?
6
 +1500% increase in ‘Influencer Marketing’ searches over last 3 years
 Market expected to grow from $3 Billion in 2017, $4.6 Billion in 2018, growing
 More people are using Ad Blockers (40% laptops, 22% mobile)
 The return on investment in influencer marketing is far outpacing any traditional
medium
Pubcon 2019
@brentcsutoras

7. Influencer Marketing Works (When Done Right)
7
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@brentcsutoras
The Required Stat Quotes…
• Influencer marketing content delivers 11X higher ROI than
traditional forms of digital marketing. (TapInfluence study
with Nielsen Catalina Solutions, 2016)
• 49% of people say they rely on recommendations from
influencers when making purchase decisions. (Twitter and
Annalect, 2016)
• Among teens, YouTube stars are perceived as 17x more
engaging and 11x more extraordinary than mainstream
stars. (Variety, 2015)
• 40% of people say they’ve purchased an item online after
seeing it used by an influencer on Instagram, Twitter, Vine,
or YouTube (Twitter and Annalect, 2016)
• Word of mouth generates 2 times the sales of paid
advertising. (McKinsey)
• Businesses make $6.50 for every dollar invested in
influencer marketing. (Tomoson)
Influencer Marketing solves
a couple main challenges:
• Distribution / Reach
• Content Creation
• Bypasses Ad Stigma / Ad
Blockers
• Influencers are viewed as
friends…

8. Finding Influencers. -- the ‘Right’ Influencers!
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Pubcon 2019
@brentcsutoras

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
Pubcon 2019
@brentcsutoras

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
Pubcon 2019
@brentcsutoras

11. 11
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
Pubcon 2019
@brentcsutoras

12. 12
Engagement Value of Influencers
25,000 Followers
$1,000 /campaign
30 Posts
8% Engagement
2000 Engaged Users
1 Campaign (or more)
5% Engagement
1250 Engaged Users
Pubcon 2019
@brentcsutoras

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)
• Don’t be afraid to negotiate prices, but be fair and transparent as to why
Pubcon 2019
@brentcsutoras

14. 14
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
Pubcon 2019
@brentcsutoras

15. Resources
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 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://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
Pubcon 2019
@brentcsutoras

16. Thank you
Pubcon 2019
@brentcsutoras