Episode description

We talk about influencer marketing like it’s a hot new trend. That’s not quite right. Celebrity endorsements have been around forever. The difference is that celebrity is defined very differently today.

It’s a bit of the wild west and we’ve all heard the horror stories. That’s why many agencies and brands have shied away from influencer marketing. What if you could sidestep the risks while maximizing the credibility and trust that the right influencer can bring to our clients?

Jason Falls wrote his latest book Winfluence, Reframing Influencer Marketing to Ignite Your Brand, to help agencies re-think this important opportunity. He’s been an agency leader for many years, owned social media properties, and created an influential blog in the marketing space. Jason believes that if we redefine who we think of as an influencer, we can change the game.

In this episode of Build a Better Agency, Jason and I dig into his version of influence marketing. We discuss how we need to rethink what it means to be an influencer and why it doesn’t need the celebrity stamp that so many people associate with the word. Among other things, we look at the various ways influencers can work both online and off, where agencies miss the mark with these campaigns, and how to measure and track ROI for influence marketing.

A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

• Why we need to rethink the definition of influence marketing
• Examples of off-line influencers
• Where agencies get influence marketing wrong
• The correlation between influencer strategies and business driver goals
• Ways that influencers are bringing audiences onto platforms owned by an agency or brand
• The four key purposes of influence marketing
• How to measure and track ROI for influence marketing campaigns