Influencer marketing is one of the most effective ways to exponentially grow product sales. I'll show you how to find, connect with, and recruit influencers to market and sell your product for you.

1. HOW TO BUILD AN ARMY
OF INFLUENCERS TO
MARKET AND SELL YOUR
PRODUCT FOR YOU
TOM MORKES
CEO of Insurgent Publishing

2. HOW MUCH IS ONE PROMO
PARTNER WORTH TO YOU?

3. EXAMPLES FROM 3 SEPARATE
(real life) INFLUENCER
CAMPAIGNS...

4. CAMPAIGN #1: BOOK
$325.97
Average revenue /
promo partner
Health Industry
90 day campaign

5. CAMPAIGN #2: Software
$1,199.41
Average annual
recurring revenue /
promo partner
Education Industry
30 day campaign

6. CAMPAIGN #3: eCourse
$9,123.72
Average revenue /
promo partner
Marketing Education
45 day campaign

7. SO HOW COULD THIS PAN OUT IF
YOU HAVE 40* PARTNERS?
Campaign #1. $325.97 $13,038.80
$47,976.40
$364,948.80
Campaign #2. $1,199.41
Campaign #3. $9,123.72
*not completely arbitrary number; average # of influencer partners you can coordinate and communicate with effectively
ARR

8. PROFITABLE PARTNERSHIPS
WITH INFLUENCERS
-> THIS IS WHAT WE’RE GOING TO TALK ABOUT TODAY

9. FULL
AGENDA
● What is “influencer marketing”
● 3 criteria for identifying and connecting w/
influencers
● How to find, connect, and recruit influencers for
your next marketing campaign
● Q and A

10. WAIT, WHO ARE YOU?

11. This is 7 Year
old Tom

12. Because I love
competition, I decided to
go to West Point…and
joined the boxing team

13. After I graduated, I
deployed to Iraq,
where I ran convoy
security for our
Batallion.
Later, I joined a unit
that paid me to jump
out of helicopters

14. In my last year in
the Army, I started
writing and
publishing in my
spare time, which
created new
streams of passive
income

15. When I left the Army, I
got married, grew a beard,
and kept writing (on
tropical islands)

16. And started publishing
other peoples books.

17. Since then, I’ve run
influencer marketing
campaigns for…
(these are just a few of
them)

18. WHAT IS AN INFLUENCER?
WHAT IS INFLUENCER
MARKETING?

19. 3 CRITERIA FOR EFFECTIVE
INFLUENCER “RECRUITING”

20. 3 questions every influencer asks (consciously or subconsciously
1. Is this a good fit for my audience / fans / followers?
2. Will associating with this brand and sharing this product allow me to
‘virtual signal’ (aka, do I look [good / fun / interesting / smart /
sophisticated / “place appropriate adjective here”]
3. How will this profit me now and in the future (financially or otherwise)
****If you can answer these 3 questions effectively, influencers will
promote

21. HOW TO FIND, CONNECT WITH,
AND RECRUIT INFLUENCERS

22. STEP 1. ORGANIZATION
Create some way to track your
influencer outreach
You can use pen and paper...or here
are some tools that can help:
● Airtable
● Google Sheets (or Excel)
● A CRM can be a big help for
this process as well

23. STEP 2. IDENTIFY MARKETING VERTICALS
Goal: identify other platforms
/ outlets whose audience would
benefit from what you are
selling.

24. STEP 3. CONDUCT RESEARCH
● Google
○ Pro: Free, Easy
○ Con: More to sort through
○ Helpful software: Link Clump add-on
● Search: [Topic] [Type]
○ Type: blog / podcast
Leadership Blogs
Leadership Podcast
Management Blogs
Management Podcasts
Teamwork Blogs
Teamwork Podcasts
Military Blogs
Military Podcasts
Coaching Blogs
Coaching Podcasts
Entrepreneurship
Blogs
Entrepreneurship
Podcasts
Corporate
Training Blogs
Corporate
Training Podcasts Recent College
Graduate Blogs
Recent College
Graduate Podcast
Job Searching
Blogs
Job Searching
Podcast
Innovative
Education Blogs
Innovative Education
Podcast
Personal
Development Blogs
Personal Development
Podcast

25. STEP 4. FILL IN YOUR TRACKER
Add outlets to your tracker...
Helpful Software:
○ Ninja Outreach
○ Buzz Sumo

26. STEP 5. CONDUCT LIST SCRUBBING
● Determine if each outlet is a good fit
How do you KNOW it’s a good fit?
● Think about their audience: How would they promote or share?
○ Guest post / article
○ Sponsored post
○ Podcast Interview
○ Book Review
○ Affiliate
● Always lead with the value you provide to their audience!

27. STEP 6: UPDATE YOUR TRACKER
Key areas:
- Bio (who is this person in 1 or 2 sentences)
- Category (what niche / industry)
- Why is this a good fit (why should this person share / promote /
associate w/ you?)

28. GETTING INFLUENCERS TO SAY
‘YES’ TO PROMOTING...

29. THE MOST IMPORTANT ‘OUTREACH’
LESSON FIRST...
Ready?
Cold email….
DOES.
NOT.
WORK.

30. HERE’S HOW TO TURN ALL
YOUR COLD OUTREACH INTO
“WARM” OUTREACH

31. 1
STEP 1. Follow on Twitter

32. 2 STEP 1. Follow on Twitter
STEP 2. Sign up for their newsletter
/ email list

33. 2
3
STEP 1. Follow on Twitter
STEP 2. Sign up for their newsletter
/ email list
STEP 3. Engage…
- On Twitter
- Via newsletter
- In comments area on blog
- Write podcast review
- etc.

34. STEP 1. Follow on Twitter
STEP 2. Sign up for their newsletter
/ email list
STEP 3. Engage…
STEP 4. Follow up directly with a
way you can HELP or lend value…
4
2

35. NOW YOU CAN MAKE THE
“ASK”
I recommend getting on a 15 min phone call or skype chat to discuss details

36. AN EXAMPLE OF WHAT THIS OUTREACH PROCESS
WOULD LOOK LIKE IN MY CRM...

37. NEXT UP:
Affiliate Launch
Communication Strategy
(how to communicate and engage w/
partners during a promotion)
QUESTIONS SO FAR?

38. HOW TO COMMUNICATE WITH
INFLUENCERS FOR A CAMPAIGN

39. CREATE A ‘COMMUNICATION’ CALENDAR
1. DATES
2. KEY EVENTS
3. MAJOR TOPICS TO DISCUSS
4. TYPE OF CORRESPONDENCE
(E.G. EMAIL VS. FB GROUP
MESSAGE)
21
3
4

40. TRACK WHEN INFLUENCERS HAVE SAID
THEY WOULD PROMOTE
1. DATES
2. KEY EVENTS
3. WHEN EACH AFFILIATE WILL
PROMOTE AND HOW (E.G.
EMAIL? FB? TWITTER?)
2
1 3

41. OPTIONAL: REWARDS/CHALLENGES
METRICS FOR CHALLENGES
1. OPTINS
2. SALES
TYPES OF CHALLENGES:
1. FIRST PLACE GETS…
2. TOP 5 GET…
3. OVER “X” SALES GETS…
4. OVER “Y” OPTINS GETS..

42. Some Tools and Software I recommend
AFFILIATE TRACKING SOFTWARE
● Track clicks, optins, and sales
○ Infusionsoft (all in one solution)
○ GetAmbassador (dedicated affiliate tracking software)
○ Thrivecart (checkout cart w/ affiliate tracking baked in)
CRM
● How you communicate with affiliates
○ Contactually (my CRM of choice)
INFLUENCER PROMOTION TRACKER
● Track each affiliate to make sure they promoted when they agreed to promote
○ Airtable (like google sheets on steroids)
○ Excel / Google Sheets

43. Final thoughts:
Why you need to think in terms
of partnerships above everything
else

44. QUESTIONS?
Free newsletter that shares inlfuencer marketing techniques:
www.tommorkes.com/newsletter
Get step by step instructions, templates, swipe, and more to build an influencer
marketing arm of your company:
www.tommorkes.com/influencer
Follow Tom on Twitter at @tmorkes