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Influence Not Influencers
The document outlines an approach to influencer marketing that emphasizes targeting the right audience through behavioral insights rather than just demographics. It suggests utilizing various sources of influence, considering owned media, and measuring the effectiveness of campaigns based on engagement and brand awareness rather than solely conversions. The author advocates for a broader definition of influencers beyond just those on Instagram and YouTube, encouraging creative and strategic partnerships instead of traditional pay-to-post methods.
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Influence Not Influencers
- 1. 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.
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- 3. Influencer Marketing in2012 Let’s travel back in time…
- 4. Identify Your TargetCustomer(s) Physical Therapists Gym Owners Personal Trainers People who Work Out at Gyms
- 5. Discover All theSources 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
- 6. Do Marketing ofAll Kinds in Those Places Speak Be a guest Pitch stories Get Featured Sponsor
- 7. Earn Brand Recognition,Traffic, & Sales Physical Therapists All the sources of influence that reach physical therapists
- 8. Influencer Marketing in2019 What about today?...
- 9. Pay Half-Naked Instagrammers ToPose With Your Product.
- 10. Does It Work? Sometimes… IsIt the Best Use of Our Marketing Spend & Effort? Rarely…
- 11. The Consideration Problem: GoogleAds Should we invest in… Facebook Ads Influencer Marketing Content Marketing SEO All our competitors are doing it! Start an Influencer Marketing Campaign
- 12. And Influencer Marketingis Crazy Hot Right Now… Via Google Trends
- 13. A Better Way: Productawareness 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
- 14. A Better Way: Productawareness 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
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- 16. IM Focuses onBehavior > 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
- 17. IM Focuses onBehavior > 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
- 18. IM Focuses onBehavior > 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
- 19. Demographics and PsychographicsAre Useful to Media Buyers (maybe)? Not so useful to marketers doing content, search, social, email, PR, etc.
- 20. IM Reaches PeopleThrough 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.
- 21. Though… Paid SponsorshipsMay Have Trust Issues Longer Term Via CrowdFireApp
- 22. And Legal IssuesAre Starting to Change the Landscape Via US FTC & UK ASA
- 23. IM Engages withPeople Where They’re Already Engaging
- 24. IM Emphasizes BrandBuilding > Pure Conversions Via Marketo
- 25. What Modern Marketers Needto Change
- 26. A Too-Narrow Definitionof “Influencer” Primarily on Instagram & YouTube 25K+ IG Followers Influencer√ Primarily a Blogger 7K+ IG Followers Influencer?
- 27. Why Are Instagram& YouTube the Only Sources of Influence?
- 28. Your Target Audience Podcasts they listento 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
- 29. A Too-Narrow Focuson Certain Categories ViaInfluencerDB
- 30. Fashion, Beauty, Fitness,Food… That’s It? ViaInfluencerDB
- 31. Targeting on AudienceSize > Audience Match 4mm followers Followed by 19% of profiles that frequently talk about “supercars”
- 32. What We ShouldBe 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%
- 33. Brands & InfluencersIgnoring Owned Media Completely subject to Instagram’s algo, engagement rates, and editorial guidelines Full ownership and control of content, visibility, UX, & conversion paths
- 34. “They’ll take thescraps we give them and they’ll like it!” -Facebook ViaSocialChain
- 35. Letting the PlatformsUse Us VS. Using the Platforms ViaRivalIQ2019
- 36. 100,000 Instagram Followers< 100 Emails ViaRivalIQ2019
- 37. Social Follower Email Address Avg Engagement/ Post or Email Abilityto 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
- 38. Metrics Accountability Via TheDrum “Ido 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.”
- 39. Via BusinessInsider I.E. likes& comments
- 40. If “Branding” and“Awareness” are your biggest goals… Measure that! Via Google Trends
- 41. Use Other Non-OwnedPlatforms 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
- 42. When I havea low engagement post, my next post has a harder time reaching a big audience.
- 43. When a postgets high engagement, FB boosts the reach of my next post (unless it starts to show poor engagement)
- 44. In this way,Facebook (& Twitter, Instagram, LinkedIn, etc) reward high engagement streaks and makes accounts w/ low engagement invisible.
- 45. Via Contevo Rethinking WhetherThis Is the Best (or Only) Process for Influencer Marketing
- 46. Rethinking Whether ThisIs 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?
- 47. to Better InfluenceYour Target Customers 4 Tactics
- 48. Survey Your Audience! (butbe careful how you do it)#1
- 49. Want to KnowWhere to Reach Your Audience? Ask Them!
- 50. Key Questions toAsk: 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)?
- 51. Warning: It’s hardto design unbiased surveys e.g. When I editorially chose these events, I biased survey takers against ones that didn’t appear
- 52. Struggling to GetGreat Answers (or to get them from the right people)? 1:1 requests are time-consuming, but effective
- 53. Reach Out tothe Right Sources of Influence#2
- 54. Which of TheseShould You Choose? Via eMarketer
- 55. Trick Question… This isthe Wrong Way to Think About Influence! Via eMarketer
- 56. 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…
- 57. What You ReallyWant: People & Publications YourAudience Engages With Most Followed by 16% of people who frequently talk about “Italian food”
- 58. What You ReallyWant: People & Publications YourAudience Engages With Most Small overall following, but reaches exactly who we want to reach!
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- 60. Don’t get stuckthinking only about ways to show up here. Especially when engagement may be bigger & cheaper elsewhere.
- 61. 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
- 62. 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
- 63. Use a Combinationof Direct & Indirect Outreach#4
- 64. But, Rand… When Iask directly for coverage, amplification, links, mentions, etc, I get nowhere
- 65. Direct Works GreatOnce 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.
- 66. 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
- 67. Getting Responses isVastly Easier When You’re Already Known & Liked!
- 68. Not Just Influencers. Influence Let’sCreate Ready?
- 69. Rand Fishkin |Founder & CEO Thank You! Bit.ly/sparkinfluence