Influencer Marketing: Building Sales Through Influence

transcript

Heinz Marketing, Inc

Building Sales Through Influence

• Matt Heinz • President, Heinz Marketing Inc • matt@heinzmarketing.com @heinzmarketing

Moderator Stephanie Castillo

ScribbleLive @Scribblelive

Speaker Matt Heinz

Heinz Marketing @HeinzMarket

Presenters

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 (matt@heinzmarketing.com) or bring me a business card noting what you want

I am serious about bacon

This IS the new PR…

Last Slide First• Give to get • Have a pipeline mentality • Build relationships • Be patient • Reciprocate & participate • Measure

Objectives

• How will you measure success? • Direct & indirect metrics • Pipeline contribution • Media replacement value • Lead generation replacement value

Who are influencers anyway?• Bloggers • Authors • Community Leaders • Speakers • Peers • Loud People • YOU

What makes them influential?

• Reach • Respect • Leverage • Efficiency • Action

How & where do you find them?

• Past event speakers • Existing industry rankings • Twitter lists • Trade publication contributors • Online community leaders • Little Bird

Are you asking the right question?

• Not what you need from them… • What do they need from you?

Eight ways to reach & engage influencers in your industry

1. Give to get

2. Don’t assign them to your PR agency

3. Get to know their audience & focus areas

4. Give them a good story to tell

5. Make them look smart to their followers

6. Start your asks small

7. Get face time when possible

8. Ask for their feedback (but make it easy)

The Ultimate Influencer Success Story

How did they do it?• Pre-existing relationships • Authenticity in time & value • Value by association • Exposure & lead sharing • Templates and support

Other successful campaigns• Lattice Engines - #MKTGNerd campaign • Marketo Luminaries (from the 2013 Marketing

Nation Summit) • InsideView “Top 25 Sales Influencers” Awards

Last Slide Last

• Give to get • Have a pipeline mentality • Build relationships • Be patient • Reciprocate & participate • Measure

Thank You!

Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com

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 (matt@heinzmarketing.com) or tweet @heinzmarketing and @scribblelive