502: An Outside the Box Approach to B2B Influencer Marketing w/ Tyler Farnsworth

ABOUT THIS EPISODE

In this episode we get to talk to Tyler Farnsworth, Managing Director at August United.

A relationship with the right referral partnercould be a game changer for any be to be company. So what ifyou could reverse engineer these relationships at a moment's notice, start a podcast,invite potential referral partners to be guests on your show and grow your referral networkfaster than ever? Learn more at sweet fish Mediacom. You're listening to thebe tob growth show, a podcast dedicated to helping be to be executives achieveexplosive growth. Whether you're looking for techniques and strategies or tools and resources,you've come to the right place. I'm James Carberry and I'm Jonathan Green.Let's get into the show. Welcome back to the BB growth show. Weare here today with Tyler Farnsworth. He is the managing director at August united. Tyler, how you doing today? I'm doing great. How are you, James? I am wonderful. So if you have been listening to theshow for a while, you know that I did an episode a few weeksago about tyler. In his session at CTA COMP he talked about influencer marketingand it was such a good talk. Jona, that and I both lovedit so much that figured I would reach out to tyler and see see ifwe could have him on the show to actually do an interview with them.So so, Tyler, really appreciate your time today. I would love forour listeners to understand really why you are the guy to be talking about influencemarketing, and so could you explain just a little bit about August united andwhat you and your team are up to over there? James, appreciate thekind words. So let's talk a little bit about August united. We're afull service influencer marketing firm based in Phoenix, Arizona, and I know that terminologymight sound a little bit strange, it's been a bit more of anemerging tactic in the world of marketing over the last few years and so reallyour goal is we come in and help organizations design their influencer marketing strategy andgo all the way through execution and reporting of those strategies. I love it. So as we dive into this topic, we're going to be talking about influencermarketing as it relates specifically in the...

...betb world, and so as wedive into this and spend the rest of the interview talking about it. I'dlove to kind of start with the why, Tyler. So. So, whyshould the BETB MARKETER BE CONSIDERING influencer marketing? You Bet so. There'sa few things we think about and when we look at influencer marketing in thespace right now, we really sought rise to prominence a few years back inthe btca world, in the consumer world, in a big way, where wesaw consumer package good brands or beauty brands really drive this the growth ofthe industry in a big way, working with large scale youtubers or folks oninstagram to discuss their product. Now, yes, we've seen that a lotup but the essence of influencer marketing is something that goes way before digital right, working with folks who have influential voices, who people trust, who people careabout their opinion, and so this isn't a new tactic in that sense, it's just the way that we deploy it now is a bit different.Okay, and even though the BTC world has kind of led in that space, we're seeing a lot of value in the B Tob World. We knowthat that the buyer in the B tob buyer is also a consumer, isa consumer in the in the BBC World as well, and they see theway that this space changes. They spend time on digital channels, they spendtime on Youtube, spend time on facebook and on instagram and on a lotof these places where these folks reside or these folks reside and and so forthat matter, there's a different approach, but definitely an important place for fororganizations to play to really get their word out about their product. Got It, got it. So, as I heard you talk about it at CTA, Camm it just it makes so much sense that, of course, partneringwith people that have the ear of of...

...your buyer and the trust that theiraudience has in them is something that you just cannot take lightly, because it'sreal. Like, if I'm following out of their Trisper Tuz, who's athoughtleader in the sales development space. So she's got a ton of decisionmakers,sales development leaders, people that are, you know, vp of sales.She has a lot of those type of people following her on Linkedin, followingon twitter, and for her to advocate for my product or service to heraudience, I just I don't think that can be overstated and I'm bought in, but to kind of get beyond the why. Let's say, okay,people listening to this, they understand why influencer marketing is so powerful. Theywant to start doing it. But I want to kind of take the nextturn here and say, okay, what does the face of an influencer looklike in a betobe context? Could you run with that force for a bit, tyler? Yeah, definitely let it, and let me expand on that whyjust a tiny bit more, and I think you you start Ken inon that. But we as marketers are always looking for what are different andunique ways we can take to get in front of our buyer and that theworld of content marketing has exploded and we really talked a lot of about thatand there's some great things out there, but there's also this this noise,this this incredible noise in the space and we have to figure out ways tocut through, and US is the brand. We often feel we are the bestvoice, and that can be true. We can be a really great voice, but the way that we're trusted can be a little bit different andoftentimes people are wanting to hear from other voices in the space pace, andso this is where we've seen this this tactic come to bear fruit, wherewe can really identify and work with people who have the ear of our buyer. And so to go to your to your question around the face, theface of a BB influencers a bit different depending upon who you are. Butthere's a lot of things that we can look at. And so you mentionedLinkedin, you mentioned twitter. Both of...

...those platforms are outstanding places for toidentify and to work with with influencers. In the Bob Space it is adifferent than the B Toc Space. We still see a lot of value inyoutube as well, but linkedin in particular we've been really excited about recently.The content just sticks around so much longer, the half life or the life spanof that content so much longer than what we see in other spaces.So being able to work, identify and work with someone in that space toget content now is really huge. But that that face, there's a lotof things we look at because you might say, okay, well, great, you know like the the individual you just brought up, James, let'ssay I want to work with that person but they don't know about my product. Well, like, what do I do? And and so there's somework to go there. Obviously the lowest singing fruit. Are Working to identifythe people within your known network that have larger than average reach. So thisis looking at things like your current twitter following or people who are currently inyour email list or in your known network that are influential people. That's thefirst place to start because likely they are Dere are obviously aware of you,but have some level of advocacy toward you and in many cases is just justtakes having a good strategy and asking them to be a partner with you onsome sort of campaign, even simplistic things. And there's a lot of things thatwe can look at from an activation standpoint. And when we talked aboutyou know about podcasts. Let you know like this. If you or yourorganization runs something akin to a podcast, you can invite someone that is acurrent advocate of your of your product, to jump on and to share someof their knowledge, of their expertise or some of their experience with your productand how it's made their life or their business better. There's tactics like keyquote graphics, and those can be very...

...simple and especially if you create agreat template. But to where you're getting a key quote from an industry influenceron how your product helps them do their jobs better, and to go backand you say, okay, well, tyler, that's great, but myproducts brand new and no one's used it yet or were relatively small, orwe don't know the folks in the space. We should be working with other there'ssome really great people out there, but they haven't worked at us.What do we do then? Whether they're there's a few things you can do. You can look at the space that you're in and work with them todiscuss what their thoughts are about where the space is going. And so,for example, let's say you're in the BB tech world, and I knowthat's it's a large world, that software. Yeah, and a few you runa Sass platform and let's say that there's someone in that world that speaksabout it and writes about it and talks about it a lot. Let's callit the the IT security space. Okay, so you're in that space and there'ssomeone who's knowledgeable in that space, talks about it, rights about ita lot, you can approach them and say, Hey, we're putting together, you know, a top ten list going into two thousand and eighteen oftrends to think about in this space. We'd love to feature you on that, on that list. Yeah, and I know that's may not be thecraziest or the most groundbreaking or or shaking tactic, but it's things like thatthat start to get them to say, Oh, okay, well, yeah, I'd like to lend my hand to that, and so tell me alittle bit more about you and it gets you into that path toward advocacy ofyour product. Got It, got it, and so doing things like that,tyler, kind of warming their relationship you mentioning. That's very aligned withsomething that I find myself talking to people a lot about. It's just thisidea of adding value to them, first for kind of going in with theright hook and asking them to be a fullblown advocate for your product of serviceby you featuring them in an article, B it for your blog or apublication you write for. That's tangible value for them. It's positioning them,continuing to position them as a thought leader...

...in the space. It's an egosstroke, but it's also giving them additional reach, which is, you know, ifthey're if their thought leader, they're always looking for opportunities to do that, and so by adding value first, you're allowing yourself to do that.So what would you say? What you know? You you reach out,you say, Hey, we want to mention you in this article the tentrends to be on the lookout for in two thousand and eighteen as you beginto nurture that relationship, if that was kind of the way you initiated it, what are some things that brands can do kind of moving forward beyond thatinitial engagement to continue leveraging that thought leaders influence and reach? Yeah, andit depends on who they are in the space, but there's a lot ofthings that can be done. I think that you hit it on the onthe head. I mean inviting, for example, even what you're doing rightnow, and I think what you do on your podcast, inviting, forexample, me on to the podcast to come chat with the audience. There'sa really good likelihood that I then share this podcast on the back end,which is great, and I think these things are the great you know,or great strategy. But going beyond there's a lot of things that can bedone. We in the past have worked with organizations to bring together a groupof these thought leaders. So we invited them to come to the headquarters ofthat company. So we brought about ten folks down to the headquarter, flewthem in, had a you know, had a bit of travel. Itdoesn't always have to be that way. You could do it virtually, butwe had a think tank or a brainstorming session with this really heavy hit orgroup around how not just how the industry is changing, but how their productcould be taken to the next level and a leverage that brain power of thatcollective group to help design both product features. We had product people in there,but then also marketing approaches and campaign concepts around how they could take theirproduct to the next level. And it was awesome because those folks, evenif they only had a small bit of...

...experience with that company before, howdo you think they think about that company? They leave and now they're all inand I could even I don't know if this is something you guys didwith them while they were there, but I would imagine there's there's probably somepretty great opportunities to create content while they're they're on site, you know ina green room, or or do some sort of you know kind of vlogstyle video with all of these thought leaders being in your conference room. Iwould imagine you could probably put together a really quality video piece that you know, puts your brand and associates them with not just one influencer but ten influencersitting around the table, that all of those influencers would and go and shareafter the fact. And so, yeah, I love that idea. That's notsomething that I thought about before. But getting influencers bought in on hey, how can we make our product better, how can we be better, andasking for their advice is super smart strategy. It's not always something youcan do out of the gates. You did need to warm that relationship up. Yeah, there's other ways to do it too, if you are attendingthe same conference that a lot of these folks are and you're inviting them toa day or a session before or after the conference, obviously aligning schedules,but there are ways to do it, to really get those folks together.And you know something, and James, if you'd permit this, I it'ssomething I fail to talk about early on, is really when you're looking at thatface of the influence are, you have to ask a lot of questionsof your of yourself and of your team at the beginning to identify who theright folks are for you to work with. Okay, and a lot of thesethings that we look at her or things that you would look at inmarketing in general, but you really look at, okay, who do weserve? Who is our customer? Having that, you know that that realclarity around who they are. What are the things that they care about?You know what drives them? What are those sorts of things? Where dothey get their knowledge? Whether they learn more to about the type of productthat we that we offer? Yeah, the you know, who are thetype of people that they would follow or...

...could follow in then that helps youstart getting to the place of terms and key terms and people and in theright kind of people that we know we could start looking at. And it'snot always as direct or as distinct as you might think. Sometimes the umbrellais a bit larger and you may say, okay, well, I'm a I'man industrial adhesive manufacture so I can only work with industrial adhesive influencers.We will know if you know. I mean there are going to be somefolks like that that exist, but the the the swath of quantity of thosepeople are not it's not going to be huge. But let's look at someother things. Are they're engineering influencers in general, Mechanical Engineering influencers? Thatcould make sense. Are there individuals who talk about the efficiency of running aplant or manufacturing facility? I mean, you can really start going up acouple of layers and looking at all of the people who are within our buyercycle or buyer chain and who are the type of people that they might follower, might care about, and mapping those out, really asking yourself those criticalquestions, forcing yourself to go down the path of right. You know,it's not sticking yourself in a silo, but just thinking outside the box abit. I think yeah, makes makes a whole lot of sense. Yeah, so this next piece, tiler, and really this is where we're goingto close out the interview, I'd love to talk about measurement. I knowa lot of the marketers that I'm talking to. This is something that thatthat they obviously care a whole lot about. So, as someone is implementing aninfluencer marketing strategy, how do they need to be thinking about measurement ofthe results on the back end? Yeah, so I like this. So there'sobviously, with any marketing tactic there's a bit of investment, whether it'sinvestment of time, which is obviously money as well, or an out youknow, an output of money as well. So you have to look at it. What are we getting out of this, and there's a lot ofthings that we can look at. By and large, influencer marketing is atop of funnel tactic. Are there things...

...that drive specific action? Absolutely,but I think that you need to keep a focus of I'm trying to getin front of a large quantity of people who are my eye kind of peopleand do so in ideally a much more authentic weight than if it was somethingcoming directly from me as the organization. So just to set expectations, welook at it from that perspective. But there's a lot of things we doand it depends on some of the tactics that you've taken. Certainly we lookat the quantity of content and the quality of content that's been created, atsome more traditional metrics like impressions. You know, they the quantity of peoplewe were able to get in front of, if it was a video piece ofcontent, the views, those sorts of things. But then there aresome of the more tangible metrics. If we were sending people to a directlanding page that made sense from that influence or partnership. We track all kindsof things they're you know, from the quantity of clicks to the time onsite to the actions taken on site, and you can get real specific insome of our clients will get real unique with these landing pages and have specificcontent from that influencer on that landing page so that it is more of akngruent experience to where they came from. This person's twitter or this person's LinkedinPost, they clicked through and then they saw that same person space with aquote and then a little bit more info on the product and some sort oflead capture or whatever that call to action is, and playing around with thata bit is really proven out beneficial to a lot of our clients. Fromthere you can even take those sort of assets and create paid media units.So whether we're doing some remarketing or retargeting to folks based upon them visiting thatsite that have again visuals from the influence or that they know and trust andwith a called action and just getting creative with a lot of that is reallythat next evolution of influencer marketing. Yeah,...

...and so I know that that therewas was kind of wide there, but but we look at a numberof different things, measure a lot of those those things in it, andthe reason why I haven't just gone straight to sales or straight to the conversion. We know that that's the goal, right, but there's a lot ofother things we have to look at in order to determine whether or not we'regetting value out of this tactic. Got Am really making sure that it's apart of that conversion funnel and it's not necessarily going to be the sober bullet. That makes sense. Tyler, this has been fantastic. I think you'veshared your there's some things here that have definitely opened my eyes to some differentthings that I hadn't thought about before. If there's somebody listening to this andthey want to stay connected with you or they want to learn more about Augustunited, what's the best way for them to go about doing both of thosethings? So, yeah, personally reach out on twitter at Tyler Fornsworth,tyler if thernswrtch or directly at August unitedcom. There's a contact us form there,or hello at August unitedcom and would be happy to chant it. Awesome, Tyler with again, thank you so much for your time today. Thishas been fantastic, so I really appreciate it. I appreciate a James DickCare if you're a be tob marketer, we want to feature you on siteslike Huffington Post, social media examiner and chief marketer. Every week we sendout a question related to be to be marketing. We use the responses tothose questions to fuel the content we write for really popular websites. To headover to sweet fish MEDIACOM backslash questions and sign up today. Thank you somuch for listening. Until next time.

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