576: How to Build an Influencer Army w/ Josh Haynam

ABOUT THIS EPISODE

In this episode we talk to Josh Haynam, Co-founder of Interact.

A relationship with the right referralpartner could be a game changer for any B to be company. So what if you couldreverse engineer these relationships at a moment's notice, start a podcastinvite potential referral partners to be guess on your show and grow yourreferral network faster than ever learn more at sweetfish media dtcom, you're, listening to the Betabe GrowthShow, a potcast dedicated to helping bee O be executives achieve explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show. Welcome back to the BB growth showwe're here day with Josh Haynam he's the cofounder of inerack Josha, youdoing it aa I'm doing well. Thank you! So much fo Mi, I'm excited to to chattoday, Josh we're going to be talking about influence or marketing.Specifically, how do you build an...

...influence or army, but before we diedinto that Jos telelisteners, a little bit about interact and what you guysare up to over there yeah definitely so interact is a tool for creating quizzes,just like the ones that you see all over a facebook all the time. You can'tignore them at this point and it's designed as a marketing tool. Socompanies can come in crediquizs share it out on their own social channels, aswell as on their website as a pop up or an announcement bar and then use thatquize to actually collect email leads and then the fun all directly into youremail, marketing system or marketing on amation system, so an' a way of goingout and attracting an audience and then turning it into an actionable lead thatyou can then sell to using a quiz. God, just do you guys have a lot of bee tobe companies leveraging quizzes we do we do. We have quite a few companies,both in the B and BDC space. Just 'cause M, I'm super interested in this.Could you share like a a usecase of a of a BTB company? That's that's! Thisleveaging quizzes yeah. One of my favorites is actually this enterprisecloud security company right which, how...

...do you sell to them using a quiz,that's incane, but what they did was they did what's your it personality asa quiz and they funneled it directly to their buyers, which are actuallydatabases, engineers, so database engineer one of the hardest audiencesto reach, and they had such an overwhelmingly positive response tothis because people loved figuring it out it turns out even dadabaseengineers love finding out what their it personality is, and sometimes theylike made different versions that were connected to star wars or whatever, and it just turned out super well. Sothat is one example of how you can use it to reach an audience and a BTobesense, that's Awsome Igt, so so josh we're going to spend the rest ofthis time talking about influence on marketing and- and this is somethingthat you guys have had a lot of success with is we were talking offline? Yousaid that the first thing that we need to tounderstand is is really: How do you...

...identify the people that you want to bein your you know, quote unquote, influence or Armoy army, so to speak,so talk to us about I get if we're. If we're just getting started withinfluenceer marketing, how do we go about finding the influencers that wewant to connect with yeah, so the way that we did this was actually bylooking at a cross section of who was using our product and specifically who,as using our product a lot, so we use a intercom to track all of our users andwe're able to see who's logging and all the time WHO's getting the most valueout of it. We identified that one specific cross section of people,particularly people in the marketing consulting space, were great users ofour product, and so we went out and approached more of them to be partnersof ours and to be influencers that then promote us. They become advocates brandadvocates for us and I think that's the number one way is to look at who isactually being successful with your product, because they are much morelikely to talk about it if it's actually driving real resorts for theirbusiness so beyond, just so so safe.

Maybe it's a it's a service businessand they don't have just gaggles and gaggles of customers. Maybe they haveyou know twenty or thirty customers, but those customers, a obviously paying.You know. You know a lot of a lot of money permonth, and so it's keeping youknow it's it's keeping ten or fifteen folks. You know employed, and so isthere another strategy for finding influencers? If maybe you don't havejust you know a whole lot of customers yeah absolutely so the other way to goabout this is to look at who your CCUSTOMERS are and then look at whothey work with obviously other than yourselfs. So who are they trustingwith different parts of their business 'cause a lot of times? Businesses willhave various consultants, various people, that they look to for advice,and then you want to go to the people that your customers look to for advice,because those will make great partners because they have influence not onlyover your customers but over other people that you haven't even reachedyet so you can go to the people that...

...are the advisers. The mentore, as theconsultants got okay, so th. This next piece that we're going to touch on Joshis really interesting to me, because I you know being someone who has an audience. I I get people reachingout to me a lot that are wanting to ask me for something they want. You know thy. They want me to write about them in the Hufingtin Post, so they want me toh future them on our show they yo w th y. They want me to interview their. You know their ce O for a series thatI'm doing. I get asked a lot and, if I'm honest most of the people, I don'tI either delete Dhir y mail or I'd tell them no, and so I'm really interested.How do we reach these influencers because clearly we want something fromthem. We want them to to be in our, you know, influence our army. But what arewe? What do we do to actually get their attention and to to turn them into aninfluencer for AU brand? Yes, I think the biggest thing with this is to focusand when I say focus I mean like overly...

...focus on what's in it for theinfluencer, so I actually get emails back from people.Sometimes that say something along the lines of. I see why this is good for me,but what's in it for you, you want to focus so much on why it's useful to theperson that you want a partner with that you almost lose track of. What'sin it for you, and obviously you need to be very clear about what you'reasking for as well, but you want to focus on why they would want to do thisbecause they do get a lot of emails. If they're anybody of reputation they'regetting a lot of pitches and they're not going to want to do all of them,they don't want to do most of them, so you really need to focus on. Why isthis a good thing, particularly for them, and so so, what does that? What'sthat look like what s? What dod that look like for you? How did you presentit in such a way where you, you know overwhelmed them with howit was going to be beneficial for them to ultimately promote your brand yeah,so the way that we do it our influence,...

...our marketing has too facets to it. Thefirst fass is that we are giving away our product to all of our influence orpartners, and then the second fast is that we also have an affiliate programs.We established an affiliate relationship with each of theseinfluencers, so that's what we focus on right after we introduce what theproduct even is that we say you know you're, getting a free account, that'sgood forever. You also have the opportunity if you would like to be anaffiliate, and then we also offer our same level of service that we give toall of our clients to our influence or partners. So that involves coachingcalls that involves on boarding, stuff and support and all these things thatthey would want to see if they were to actually try using a product like ours,and so we have those three bullet points as the meat like the body of theoutreace emails that we do got okay and so essentially you're it's a free trialthat never ends basically for for your for your influencers right, right, yeah,and so so that that makes perfect sense.

I I can totally see how that would howthat would attract a lot of influencers h to to the product and and make themwant to promote it because they're seeing firsthand the benefits of it.How do you take that army of influences that you built and then actually turnit into new business for you yeah right? So that's a really keeppece of this 'cause. Even if all these people agree to work with you and it works out, then if they're notactually promoting you and that's not driving real sales, it's a waste oftime. So what you have to do is identify what actually drives businessfor you and for us in particular, it was our influence or partners bloggingabout our tool and how specifically they have used it and then postingthose blodposts on their own blogs to reach their readers g. So that's whatwe identified, but you have to identify which channel works. Well for you forsome people, it's a social post, then...

...that's what drives the most adoptionfor other people. It might be an email blast to their list for us, it's ablock post. So we tried a myriad of things n. We used tracking wings totrack which one's actually led to sals an we landed on one, and then we'vefocused on that since then, and then we'll introduce other ones in thefuture, as were continuing t to track and test new things Goso. How do youcommunicate S O d? Is that something that happens very early on where you'resaying hey we're we're going to give you our product? But this is this iswhat we expect in return, or do you let that happen organically? How does thatwork yeah? So that's another really important facet of building aninfluenceor program from the scratch is that at first we left it prettynebulous because we were just exploring and we said Hey, we would like you todo a block post, but if not, it's not a big deal like if you don't like theproduct or whatever. Now, we've gotten much more strict on that to wear ourpartners do have certain requirements...

...that they have to fulfill, becausewe've gotten much more confident both in our own product and in the program,but at first you do want to leave it fairly. Open ended and you want tocontinue the relationship with those influencers to make sure that whateveryou're asking is reasonable and also that it's something that they would notnecessarily have a problem doing, and that's really key at first to make sureyou keep those doors of communication open so that you know if your aske issomething that they can actually fulfil. Wonderful Joshua this this this hasbeen. This has been super helpful. What what are the other? You know? Obviouslyinfluence or marketing is being talked about o all over the placs. Is there? Isthere anything else that the mistakes that that you guys ran into as you were,building out your program? Anything else that you'd want to leave ourlisteners with before we get to our final question yeah, I think, withinfluence Ar Marketing. In particular, it's very important to keep your focussuper narrow, so once you identify who...

...it is that you want to work with justfind all of them and there's always way more than you think we are continuingto uncover thousands of people. We had no idea existed and you always temptedto go towards. You know a new group of people that might be easier to find atfirst, but if they're not going to follow through and get you to thatpoint, you know for us, but it's a blog post for you, it's something elsewhatever it is, that actually drives t e sales if they never get there, it's awaste of time, so you got to be very focussed on the people that actuallyget you the results that you're looking for Ilotjoshi Wan, a close with withour last question that we've recently started asking what is the legacy thatyou only bid? I think for me it's the fact that you can still build a companyand be successful without giving into this perception that people have aboutbusiness where you have to be ruthless and cutthroat and step all overeveryone. You can run a company in an...

...ethical and kind way and still end upbeing successful althojosh. This has been this ben fantastic. If there'ssomebody listening, they want to stay connected with you. They want to learnmore about interact. What's the best way for them to go about doing thatyeah, so we are at Trian, Racq Otcom, that's Ererl, I'm on Lincoln a lot youcan search for Osh Hanam, I'm the only one in the world, so you will find meand you can send me a message there. I love connecting with people throughLincoln love, it Osome Josh, Wel Gant. Thank you so much for your time and I'mlooking forward to staying connected with you ma EA. Thank you. If you're a be to be marketer, we wantto feature you on sites like Hoffinton, post, social media, Examir and chiefmarket. Every week we send down a question related to be to be marketing.We use the responses to those questions to fuel the content. We write forreally popular websites tohead over to sweetfish media, dotcom, backlash,questions and sign up today. Thank you so much for listening until next time.

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