Secrets to Successful Influencer Marketing
Matt HeinzPresident, Heinz Marketing@heinzmarketing
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Housekeeping
• Copy of this presentation• Offers for you:• 10 minute brainstorm• Modern Marketer’s Field Guide• Content Marketing Best Practices Guide• Influencer Engagement Guide
• Bring me a business card (or send me an email) with what you want
[email protected]@heinzmarketing
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This IS the new PR…
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Last Slide First
• Give to get• Have a pipeline mentality• Build relationships• Be patient• Reciprocate & participate• Measure
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Objectives
• How will you measure success?• Direct & indirect metrics• Pipeline contribution• Media replacement value
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Who are influencers anyway?
• Bloggers• Authors• Community Leaders• Speakers• Peers• Loud People
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What makes them influential?
• Reach• Respect• Leverage• Efficiency• Action
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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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Are you asking the right question?
• Not what you need from them…• What do they need from you?
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Eight ways to reach & engage influencers in your
industry
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1. Give to get
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2. Don’t assign them to your PR agency
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3. Get to know their audience & focus areas
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4. Give them a good story to tell
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5. Make them look smart to their followers
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6. Start your asks small
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7. Get face time when possible
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8. Ask for their feedback (but make it easy)
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The ultimate influencer success story
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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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Other recent successful campaigns
• Lattice Engines - #MKTGNerd campaign• Marketo Luminaries (from last year’s Summit)• InsideView “Top 25 Sales Influencers” Awards
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Last Slide Last
• Give to get• Have a pipeline mentality• Build relationships• Be patient• Reciprocate & participate• Measure
@heinzmarketing
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