Getting Started with Influencer Marketing

Justin BellemeCo-founder, JB Media InstituteSeptember 5, 2018

©2017 JB Media Institute LLC

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Justin Belleme

Founder, Director of Strategy of JB Media Group and Co-founder of the JB Media Institute.

©2017 JB Media Institute LLC

• What is Influencer Marketing• Influencers vs Partners• B2B vs B2C Influencer Marketing• Getting Started○ Finding Influencers○ Evaluating Influencers○ Outreach Strategies○ Offers and Compensation Strategies○ Building a Program of Time

Getting Started with Influencer Marketing

What are Influencers?

Influencers are thought leaders, typically with a focused topic. They use online channels to build and talk to their audience and almost always have a large following on social media, blogs, YouTube, and/or Podcasting. Influencers range in popularity from < 1000 to millions of followers.

©2017 JB Media Institute LLC

• Influencer marketing is a form of marketing in which focus is placed on influential people rather than the target market as a whole. - Wikipedia

• With influencer marketing, marketers must create relationships with influencers who have already built a following that strongly overlaps with the target audience for their brand.

• Once a relationship has been established, the influencer can be compensated to run campaigns promoting the brand’s products or services.

What is Influencer Marketing?

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• Influencers are individuals with a personal brand, typically on channels such as YouTube, Instagram, and Facebook.

• While a brand may consider influencers as partners in their marketing campaigns, the term “partner” can also include other businesses or organizations such as peers who offer similar products or services or non-profits who are targeting a similar target market as the brand.

Influencers vs Partners

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• B2B Influencer - Industry thought leaders, niche consultants, academics, industry bloggers, and authors.

• B2C Influencers - Lifestyle bloggers, YouTube producers, niche celebrities, athletes, activists, and authors.

B2B vs B2C Influencer Marketing

It only takes one successful influencer working with your brand

to build a solid foundation.

Getting Started

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• Blog Search• Well Connected Customers (Brand Ambassadors)• Influencers Your Peers are Working With• Instagram Search• Influencer Platforms

Getting Started - Finding Influencers

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• Size of Social Following○ Instagram○ YouTube○ Facebook○ Other

• Overlap with Brand Audience• Engagement Level• Growth Rate• Primary Motivation

Getting Started - Evaluating Influencers

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• Personal Introduction• Direct Email - Outreach Letters• Social Media DM○ Instagram, Twitter, and Facebook

• Zoom or Skype Meetings vs Phone Calls• Follow Up and Staying Organized

Getting Started - Outreach Strategies

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• Products and Experiences• Results Based: Commission / Affiliate• Flat Retainer• Sponsorship

Getting Started - Offers and Compensation

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• Leveraging Existing Relationships• Growing with Your Influencers

Building a Program Over Time

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• Live Strategy Brainstorming with Workshop Participants

• Additional Examples and Case Studies Including B2B Influencer Marketing

• Live Q and A

What I Will Cover Next Tuesday

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Let’s take some Questions! Email me: justin@jbmediagroupllc.com

Connect with me on LinkedIn:linkedin.com/in/justinbelleme/

Thank you!

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