How Baking Desserts Applies to Influencer Marketing

Welcome to the first edition of Influencer Impact! ??

I’m thankful that you choose to spend a few minutes of your time with me.

Today we're going to chat about why you should think of working with more than one type of influencer.

On the influencer marketing front…

B2B influencer marketing is a hot topic right now.

As the industry has evolved, tiers of followers have been developed to help dictate what level of an influencer a creator is.

Is this the best way to organize creators? No. But, as you build out your strategy, it is helpful to have it in mind.

While these aren’t exact per se, it’s a good way to think about the types of creators you are thinking about working with:

?? Nano/Niche: 1,000–10,000 followers

?? Micro: 10,000–50,000 followers

?? Mid-tier: 50,000–500,000 followers

?? Macro: 500,000–1,000,000 followers

?? Mega/Celebrity: 1,000,000+ followers

The conversation surrounding these tiers tends to lean towards utilizing niche/nano and/or micro-influencers for campaigns because they have a smaller and more engaged audience.

While I tend to agree, we gloss over something I call the “layering of influencers.”

I’m about to use a baking analogy. Stay with me here.

When baking a dessert (yes, I love baking shows…don’t judge me ??) you layer a variety of flavors and textures.

This is exactly how you should think when developing large-scale influencer campaigns.

Break it down at the macro and then the micro levels. For example, you may utilize mid-tier to macro-industry influencers for broad awareness (e.g. B2B marketing).

Then, layer your campaign with nano and/or micro-influencers that will drill into the specific niche that your company plays (e.g. ABM).

Consider this the next time you build an influencer campaign and give it a try.

On the dark social front…

A question that I’ve seen continually popping up lately is surrounding the measurement of private communities. ??

All measurement capabilities are with the admins of these Slack, Discord, white label, or other similar communities.

This is a double-edged sword because one of the main reasons that we’re in these communities is because they’re private.

However, there is a natural want to measure your efforts, especially if you’re working for a company.

Two key ways to measure your impact are:

1. Self-Attribution: When someone is asked “how did you hear about us” on your company’s website and they enter your name, this is self-attribution. One issue here is that it doesn’t scale. For example, if you have 10 employees active in private communities and in a free-form field prospects are entering one of these employees’ names each time, that doesn’t scale.
2. UTMs/Promo Codes: Utilizing UTMs and custom promo codes for links and/or offers that you provide, you can measure exactly where that traffic is coming from. I use unique promo codes for our certification courses. If someone is asking for opportunities to up-level their career, I provide them with a unique code that we can then track internally.

What say you? How are you currently measuring your efforts, if at all?

?? ?? Where you can find me online…

LinkedIn | Twitter | Instagram | Website

?? Where I’ll be speaking…

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?? Thank you!

Thank you for subscribing. I appreciate you and your time.

I’ll see you same time, the same place next week!

- Justin

P.S. If you haven’t already, I highly encourage you to download Christopher Penn’s new whitepaper on dark social, Members Only: The Rise of Private Social Media.

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