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 partner could be a game changer for any be to be company. So what if you 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 network faster than ever? Learn more at sweet fish Mediacom. You're listening to the be tob growth show, a podcast dedicated to helping be to be executives achieve explosive 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. We are 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 the show for a while, you know that I did an episode a few weeks ago about tyler. In his session at CTA COMP he talked about influencer marketing and it was such a good talk. Jona, that and I both loved it so much that figured I would reach out to tyler and see see if we could have him on the show to actually do an interview with them. So so, Tyler, really appreciate your time today. I would love for our listeners to understand really why you are the guy to be talking about influence marketing, and so could you explain just a little bit about August united and what you and your team are up to over there? James, appreciate the kind words. So let's talk a little bit about August united. We're a full service influencer marketing firm based in Phoenix, Arizona, and I know that terminology might sound a little bit strange, it's been a bit more of an emerging tactic in the world of marketing over the last few years and so really our goal is we come in and help organizations design their influencer marketing strategy and go 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 influencer marketing as it relates specifically in the...

...betb world, and so as we dive into this and spend the rest of the interview talking about it. I'd love to kind of start with the why, Tyler. So. So, why should the BETB MARKETER BE CONSIDERING influencer marketing? You Bet so. There's a few things we think about and when we look at influencer marketing in the space right now, we really sought rise to prominence a few years back in the btca world, in the consumer world, in a big way, where we saw consumer package good brands or beauty brands really drive this the growth of the industry in a big way, working with large scale youtubers or folks on instagram to discuss their product. Now, yes, we've seen that a lot up 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 care about 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 know that that the buyer in the B tob buyer is also a consumer, is a consumer in the in the BBC World as well, and they see the way that this space changes. They spend time on digital channels, they spend time on Youtube, spend time on facebook and on instagram and on a lot of these places where these folks reside or these folks reside and and so for that matter, there's a different approach, but definitely an important place for for organizations 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, partnering with people that have the ear of of...

...your buyer and the trust that their audience has in them is something that you just cannot take lightly, because it's real. Like, if I'm following out of their Trisper Tuz, who's a thoughtleader 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, following on twitter, and for her to advocate for my product or service to her audience, 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. They want to start doing it. But I want to kind of take the next turn here and say, okay, what does the face of an influencer look like in a betobe context? Could you run with that force for a bit, tyler? Yeah, definitely let it, and let me expand on that why just a tiny bit more, and I think you you start Ken in on that. But we as marketers are always looking for what are different and unique ways we can take to get in front of our buyer and that the world of content marketing has exploded and we really talked a lot of about that and 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 to cut through, and US is the brand. We often feel we are the best voice, 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 and oftentimes people are wanting to hear from other voices in the space pace, and so this is where we've seen this this tactic come to bear fruit, where we 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, the face of a BB influencers a bit different depending upon who you are. But there's a lot of things that we can look at. And so you mentioned Linkedin, you mentioned twitter. Both of...

...those platforms are outstanding places for to identify and to work with with influencers. In the Bob Space it is a different than the B Toc Space. We still see a lot of value in youtube 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 span of 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 to get content now is really huge. But that that face, there's a lot of things we look at because you might say, okay, well, great, you know like the the individual you just brought up, James, let's say 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 some work to go there. Obviously the lowest singing fruit. Are Working to identify the people within your known network that have larger than average reach. So this is looking at things like your current twitter following or people who are currently in your email list or in your known network that are influential people. That's the first 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 just takes having a good strategy and asking them to be a partner with you on some sort of campaign, even simplistic things. And there's a lot of things that we can look at from an activation standpoint. And when we talked about you know about podcasts. Let you know like this. If you or your organization runs something akin to a podcast, you can invite someone that is a current advocate of your of your product, to jump on and to share some of their knowledge, of their expertise or some of their experience with your product and how it's made their life or their business better. There's tactics like key quote graphics, and those can be very...

...simple and especially if you create a great template. But to where you're getting a key quote from an industry influencer on how your product helps them do their jobs better, and to go back and you say, okay, well, tyler, that's great, but my products brand new and no one's used it yet or were relatively small, or we don't know the folks in the space. We should be working with other there's some 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 to discuss 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 know that's it's a large world, that software. Yeah, and a few you run a Sass platform and let's say that there's someone in that world that speaks about it and writes about it and talks about it a lot. Let's call it the the IT security space. Okay, so you're in that space and there's someone who's knowledgeable in that space, talks about it, rights about it a lot, you can approach them and say, Hey, we're putting together, you know, a top ten list going into two thousand and eighteen of trends 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 the craziest or the most groundbreaking or or shaking tactic, but it's things like that that start to get them to say, Oh, okay, well, yeah, I'd like to lend my hand to that, and so tell me a little bit more about you and it gets you into that path toward advocacy of your product. Got It, got it, and so doing things like that, tyler, kind of warming their relationship you mentioning. That's very aligned with something that I find myself talking to people a lot about. It's just this idea of adding value to them, first for kind of going in with the right hook and asking them to be a fullblown advocate for your product of service by you featuring them in an article, B it for your blog or a publication 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, if they'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 ten trends to be on the lookout for in two thousand and eighteen as you begin to 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 that initial engagement to continue leveraging that thought leaders influence and reach? Yeah, and it depends on who they are in the space, but there's a lot of things that can be done. I think that you hit it on the on the head. I mean inviting, for example, even what you're doing right now, and I think what you do on your podcast, inviting, for example, me on to the podcast to come chat with the audience. There's a 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 be done. We in the past have worked with organizations to bring together a group of these thought leaders. So we invited them to come to the headquarters of that company. So we brought about ten folks down to the headquarter, flew them in, had a you know, had a bit of travel. It doesn't always have to be that way. You could do it virtually, but we had a think tank or a brainstorming session with this really heavy hit or group around how not just how the industry is changing, but how their product could be taken to the next level and a leverage that brain power of that collective 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 their product to the next level. And it was awesome because those folks, even if they only had a small bit of...

...experience with that company before, how do you think they think about that company? They leave and now they're all in and I could even I don't know if this is something you guys did with them while they were there, but I would imagine there's there's probably some pretty great opportunities to create content while they're they're on site, you know in a green room, or or do some sort of you know kind of vlog style video with all of these thought leaders being in your conference room. I would 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 influencer sitting around the table, that all of those influencers would and go and share after the fact. And so, yeah, I love that idea. That's not something that I thought about before. But getting influencers bought in on hey, how can we make our product better, how can we be better, and asking for their advice is super smart strategy. It's not always something you can 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 attending the same conference that a lot of these folks are and you're inviting them to a 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's something I fail to talk about early on, is really when you're looking at that face of the influence are, you have to ask a lot of questions of your of yourself and of your team at the beginning to identify who the right folks are for you to work with. Okay, and a lot of these things that we look at her or things that you would look at in marketing in general, but you really look at, okay, who do we serve? Who is our customer? Having that, you know that that real clarity around who they are. What are the things that they care about? You know what drives them? What are those sorts of things? Where do they get their knowledge? Whether they learn more to about the type of product that we that we offer? Yeah, the you know, who are the type of people that they would follow or...

...could follow in then that helps you start getting to the place of terms and key terms and people and in the right kind of people that we know we could start looking at. And it's not always as direct or as distinct as you might think. Sometimes the umbrella is a bit larger and you may say, okay, well, I'm a I'm an 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 some folks like that that exist, but the the the swath of quantity of those people are not it's not going to be huge. But let's look at some other things. Are they're engineering influencers in general, Mechanical Engineering influencers? That could make sense. Are there individuals who talk about the efficiency of running a plant or manufacturing facility? I mean, you can really start going up a couple of layers and looking at all of the people who are within our buyer cycle 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 critical questions, 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 a bit. I think yeah, makes makes a whole lot of sense. Yeah, so this next piece, tiler, and really this is where we're going to close out the interview, I'd love to talk about measurement. I know a lot of the marketers that I'm talking to. This is something that that that they obviously care a whole lot about. So, as someone is implementing an influencer marketing strategy, how do they need to be thinking about measurement of the results on the back end? Yeah, so I like this. So there's obviously, with any marketing tactic there's a bit of investment, whether it's investment of time, which is obviously money as well, or an out you know, 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 of things that we can look at. By and large, influencer marketing is a top 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 get in front of a large quantity of people who are my eye kind of people and do so in ideally a much more authentic weight than if it was something coming directly from me as the organization. So just to set expectations, we look at it from that perspective. But there's a lot of things we do and it depends on some of the tactics that you've taken. Certainly we look at the quantity of content and the quality of content that's been created, at some more traditional metrics like impressions. You know, they the quantity of people we were able to get in front of, if it was a video piece of content, the views, those sorts of things. But then there are some of the more tangible metrics. If we were sending people to a direct landing page that made sense from that influence or partnership. We track all kinds of things they're you know, from the quantity of clicks to the time on site to the actions taken on site, and you can get real specific in some of our clients will get real unique with these landing pages and have specific content from that influencer on that landing page so that it is more of a kngruent experience to where they came from. This person's twitter or this person's Linkedin Post, they clicked through and then they saw that same person space with a quote and then a little bit more info on the product and some sort of lead capture or whatever that call to action is, and playing around with that a bit is really proven out beneficial to a lot of our clients. From there 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 that site that have again visuals from the influence or that they know and trust and with a called action and just getting creative with a lot of that is really that next evolution of influencer marketing. Yeah,...

...and so I know that that there was was kind of wide there, but but we look at a number of different things, measure a lot of those those things in it, and the 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 of other things we have to look at in order to determine whether or not we're getting value out of this tactic. Got Am really making sure that it's a part 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've shared your there's some things here that have definitely opened my eyes to some different things that I hadn't thought about before. If there's somebody listening to this and they want to stay connected with you or they want to learn more about August united, what's the best way for them to go about doing both of those things? 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. This has been fantastic, so I really appreciate it. I appreciate a James Dick Care if you're a be tob marketer, we want to feature you on sites like Huffington Post, social media examiner and chief marketer. Every week we send out a question related to be to be marketing. We use the responses to those questions to fuel the content we write for really popular websites. To head over to sweet fish MEDIACOM backslash questions and sign up today. Thank you so much for listening. Until next time.

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