Influencer Marketing: Building Sales Through Influence
Transcript of Influencer Marketing: Building Sales Through Influence
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Heinz Marketing, Inc
Building Sales Through Influence
• Matt Heinz • President, Heinz Marketing Inc • [email protected] @heinzmarketing
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Moderator Stephanie Castillo
ScribbleLive @Scribblelive
Speaker Matt Heinz
Heinz Marketing @HeinzMarket
Presenters
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Heinz Marketing, Inc
Housekeeping• Q&A
• Copy of this deck and recording • Offers for you
• Full Funnel Marketing – the BOOK • Modern Marketer’s Field Guide • Matt’s award-winning* smoked bacon recipe • ScribbleLive’s Consumer Attitudes Towards Content Report
• Send me an email ([email protected]) or bring me a business card noting what you want
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Heinz Marketing, Inc
I am serious about bacon
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Heinz Marketing, Inc
This IS the new PR…
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Heinz Marketing, Inc
Last Slide First• Give to get • Have a pipeline mentality • Build relationships • Be patient • Reciprocate & participate • Measure
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Heinz Marketing, Inc
Objectives
• How will you measure success? • Direct & indirect metrics • Pipeline contribution • Media replacement value • Lead generation replacement value
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Heinz Marketing, Inc
Who are influencers anyway?• Bloggers • Authors • Community Leaders • Speakers • Peers • Loud People • YOU
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Heinz Marketing, Inc
What makes them influential?
• Reach • Respect • Leverage • Efficiency • Action
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Heinz Marketing, Inc
How & where do you find them?
• Past event speakers • Existing industry rankings • Twitter lists • Trade publication contributors • Online community leaders • Little Bird
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Heinz Marketing, Inc
Are you asking the right question?
• Not what you need from them… • What do they need from you?
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Heinz Marketing, Inc
Eight ways to reach & engage influencers in your industry
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Heinz Marketing, Inc
1. Give to get
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Heinz Marketing, Inc
2. Don’t assign them to your PR agency
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Heinz Marketing, Inc
3. Get to know their audience & focus areas
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Heinz Marketing, Inc
4. Give them a good story to tell
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Heinz Marketing, Inc
5. Make them look smart to their followers
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Heinz Marketing, Inc
6. Start your asks small
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Heinz Marketing, Inc
7. Get face time when possible
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Heinz Marketing, Inc
8. Ask for their feedback (but make it easy)
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Heinz Marketing, Inc
The Ultimate Influencer Success Story
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Heinz Marketing, Inc
How did they do it?• Pre-existing relationships • Authenticity in time & value • Value by association • Exposure & lead sharing • Templates and support
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Heinz Marketing, Inc
Other successful campaigns• Lattice Engines - #MKTGNerd campaign • Marketo Luminaries (from the 2013 Marketing
Nation Summit) • InsideView “Top 25 Sales Influencers” Awards
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Heinz Marketing, Inc
Last Slide Last
• Give to get • Have a pipeline mentality • Build relationships • Be patient • Reciprocate & participate • Measure
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Heinz Marketing, Inc
Thank You!
Matt Heinz President, Heinz Marketing @heinzmarketing [email protected]
Q & A
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Heinz Marketing, Inc
If you want more…• Copy of this deck • Offers for you
• Modern Marketer’s Field Guide • Full Funnel Marketing the BOOK • Matt’s award-winning* smoked bacon recipe
• Send me an email ([email protected]) or tweet @heinzmarketing and @scribblelive