Influencer Impact #8: Integrated Influencer Marketing Campaigns & Community Management

Welcome to the eighth edition of Influencer Impact! ??

?? As I type this it's hard to believe that we're under 2 weeks away from Thanksgiving in the U.S. and 42 days away from Christmas! ??

On the influencer marketing front…

For those of us who focus on developing content, we're so focused on creating new blog posts, podcast episodes, eBooks, and the like, that we don't take time to consider how we can utilize one piece of content in multiple formats.

We simply keep turning out new content.

How does this apply to influencer marketing?

You can (and should!) build integrated influencer campaigns that include multiple forms of content.

Let's use an example of a campaign that I'm wrapping up.

A few months ago, working in partnership with the Women in Sales Club , we published the 100 Most Powerful Women in Sales (1-50 / 51-100 ).

The outcome was phenomenal:

• We helped shine the light on these amazing women.
• The lists drove increased reach, engagement, and traffic for our Demandbase.
• We built dozens of new relationships while reinforcing many others.

Instead of just moving on to the next campaign, I worked with our team to expand it. Break it into additional pieces and parts.

How did we do that?

• We went back out to these 100 women and asked their thoughts on selling in a down economy. With the 30 responses that we received, we turned them into an eBook .
• Each of these 30 quotes was turned into individual social quote cards that we sent to each of the women for them to share along with sample messaging.
• We interviewed (or are in the process of interviewing) four of these women for our Sunny Side Up podcast.
• With the eBook being broken into four different pillars, each one of those pillars became its own blog posts with full quotes since some of them had to be trimmed for the eBook.
• We held two LinkedIn Lives with two of these powerful women on each of them discussing selling in a down economy.
• We took all of this content and developed multiple pieces of social content ranging from LinkedIn carousels, to Follow Fridays, regular status updates, quotes, etc.

All of this was based on that one list that we developed. We could have easily just moved on and, trust me, it would've been much less time-consuming.

Do you need to do this much with every campaign of yours? Of course not. But, I would encourage you to think of ways (even better ones!) to utilize one or two of these ideas.

Beyond creating additional content at low-to-no cost to you, it reinforces those relationships that you spend so much time building.

On the dark social front…

I had the pleasure to chat with?Katie Ray ?from?metadata.io ?on a recent?RevGenius LinkedIn Live .

While we had a wide-ranging discussion about community-led growth vs product-led growth, which I highly recommend you watch, I wanted to provide you with a few tips for those that are managing a private community.

1. Send every new member a welcome message. Provide them with helpful resources and popular channels, and encourage them to reach out if they have any questions.
2. Encourage new members to introduce themselves. Within a community that I manage, Revenue Circle , I encourage our members to utilize a series of emojis (e.g. ?? Name, ?? Where You Do, ?? Location, and more).
3. Post a QOTD (Question of the Day). While other communities may engage with more business-minded questions, I've found the highest engagement around light-hearted questions (e.g. favorite type of french fries). Every community is different so test a variety of them and see what works.
4. Conduct a variety of events. This is something that we're going to be launching soon but Katie has been very successful with her community, The Demand Community . She combines a variety of virtual events such as roundtables, AMAs, and MasterClasses. We're both also looking to launch in-person events next year.
5. Create a jobs board. Provide a channel for members to post available jobs that they have, provide opportunities for others in their network, or seek help with a new job for themselves. This is incredibly helpful with the current number of layoffs happening.
6. Test new ways to be helpful and let your community decide. Both of us have tested a variety of new channels and ways to be helpful to our community. For example, we have a resource for sharing new industry reports, weekly hot takes, a weekly digest, and more. We measure the engagement around each and make decisions from there.
7. Speaking of engagement. Ensure that you're managing the growth, engagement, activity, and other key metrics that are important to your community. Katie opened my eyes to Common Room which I highly recommend.

There are several more tips but these are will get you started and you can watch the Live for even more.

?? ?? Where you can find me online…

LinkedIn | Twitter | Instagram | Website | Slack | Podcast

?? Where I’ll be speaking…

• RevGenius LinkedIn Live - Is Dark Social Right for Your Marketing? with Christopher Penn , Monday 11/14 at 2p ET | 11a PT

?? Thank you!

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

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

- Justin