Influencer Marketing: How to Build an Influencer Network – Michelle Stinson Ross

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MnSearch, The Minnesota Search Engine Marketing Association

Getting the attention of someone that’s never heard of your brand before gets more and more difficult every year. Securing influential advocates to link and share is critical to both top of funnel awareness and conversion-driving trust. But counting on free samples and demos won’t be enough to entice influencers to shout your praises. You are going to have to market the value of a business partnership to them just like you are marketing your product/service to your customers.

Marketing

@ApogeeResults
HOW TO BUILD AN
INFLUENCER NETWORK

@ApogeeResults
AGENDA
• Identifying and qualifying potential
influencers
• Creating resources for press and industry
influencers
• Outreach strategies

@ApogeeResults
MICHELLE STINSON ROSS
@MStinsonRoss
Director of Marketing Operations
Conference Speaker, Trainer & Regular
Industry Contributor
Marketing Generalist with experience
integrating Content, Search, Social, Paid,
Email & Traditional Marketing

@ApogeeResults
SEARCH & LISTEN
● Google
● Hootsuite
● Facebook
● Twitter
● Instagram
● Pinterest
● YouTube
● Snapchat

@ApogeeResults
SEARCH & LISTEN
● People
● Publications
● Topics
● Hashtags
● Mentions
● Industry/Titles
● Competitors
● Partners

@ApogeeResults
NOT ALL INFLUENCER ENGAGEMENTS ARE PAID
Consider carefully if sponsored
content is the right choice

@ApogeeResults
EXPERTS FOR INTERVIEWS
& QUOTES

@ApogeeResults
PRODUCT TRIALS
FOR REVIEW

@ApogeeResults
SOFTWARE DEMOS &
EXTENDED FREE TRIALS

@ApogeeResults
• Do not ask them for anything
• Demonstrate the value you’ve received from their
publication
• Offer to provide them with something of value
• Data
• Expert quote or interview them for a quote
• Content created around a topic of value to their
audience

@ApogeeResults
THANK YOU
MICHELLE@APOGEERESULTS.COM

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Influencer Marketing: How to Build an Influencer Network – Michelle Stinson Ross

1. @ApogeeResults HOW TO BUILD AN INFLUENCER NETWORK

2. @ApogeeResults AGENDA • Identifying and qualifying potential influencers • Creating resources for press and industry influencers • Outreach strategies

3. @ApogeeResults MICHELLE STINSON ROSS @MStinsonRoss Director of Marketing Operations Conference Speaker, Trainer & Regular Industry Contributor Marketing Generalist with experience integrating Content, Search, Social, Paid, Email & Traditional Marketing

8. @ApogeeResults IDENTIFYING INFLUENCERS

16. @ApogeeResults IDENTIFY

17. @ApogeeResults

18. @ApogeeResults SEARCH & LISTEN ● Google ● Hootsuite ● Facebook ● Twitter ● Instagram ● Pinterest ● YouTube ● Snapchat

19. @ApogeeResults SEARCH & LISTEN ● People ● Publications ● Topics ● Hashtags ● Mentions ● Industry/Titles ● Competitors ● Partners

24. @ApogeeResults QUALIFY

25. @ApogeeResults DOES THE INFLUENCER MATCH THE GOAL? • Back link for SEO • Brand web mentions • Social advocacy • Press mention (PR)

26. @ApogeeResults

27. @ApogeeResults

28. @ApogeeResults DOES THE INFLUENCER MATCH THE BRAND? • Voice & Professionalism • Visual & Writing Style

29. @ApogeeResults

30. @ApogeeResults CREATING RESOURCES

31. @ApogeeResults NOT ALL INFLUENCER ENGAGEMENTS ARE PAID Consider carefully if sponsored content is the right choice

32. @ApogeeResults BRAND NEWSROOM & CO-CREATED CONTENT

33. @ApogeeResults DATA & RESEARCH

34. @ApogeeResults EXPERTS FOR INTERVIEWS & QUOTES

35. @ApogeeResults PRODUCT PLACEMENT

36. @ApogeeResults PRODUCT TRIALS FOR REVIEW

37. @ApogeeResults SOFTWARE DEMOS & EXTENDED FREE TRIALS

38. @ApogeeResults OUTREACH STRATEGIES

39. @ApogeeResults • Do not ask them for anything • Demonstrate the value you’ve received from their publication • Offer to provide them with something of value • Data • Expert quote or interview them for a quote • Content created around a topic of value to their audience

48. @ApogeeResults LAYERED & ONGOING

49. @ApogeeResults

50. @ApogeeResults

51. @ApogeeResults THANK YOU MICHELLE@APOGEERESULTS.COM

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