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 referral partner could be a game changer for any BEBB 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 Bob 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 baby growth show. We are here day with Josh Hainum. He's the CO founder of interact. Josh, I doing it? Amen, I'm doing well. Thank you so much for having me on. I'm excited to to chat today Josh. We're going to be talking about influencer marketing, specifically how do you...

...build an influence or army? But before we dive into that, Josh Tello, listeners a little bit about interact and what you guys are up to over there. Yeah, definitely. So interact is a tool for creating quizzes, just like the ones that you see all over facebook all the time. You can't ignore them at this point. Yep. And it's designed as a marketing tool. So companies can come in, create a quiz, share it out on their own social channels as well as on their website as a pop up or an announcement bar, and then use that Whiz to actually collect email leads and then funnel directly into your email marketing system or marketing automation system. So and so, what way of going out and attracting an audience and then turning it into an actionable lead that you can then sell to using a quiz? Got It, Josh. Do you guys have a lot of BB companies leveraging quizzes? We do, we do. We have quite a few companies, both in the BB and BTC space. Just because I'm super interested in this, could you share like a use case of a of a BB company? That's that's that's leveraging quizzes. Yeah, one of my favorites is actually this...

...enterprise cloud security company, right which how do you sell to them using a quiz? That's insane. But what they did was they did what's your it personality as a quiz and they funneled it directly to their buyers, which are actually database engineers. So database engineer one of the hardest audiences to reach, Yep, and they had such an overwhelmingly positive response to this because people loved figuring it out. It turns out even database engineers love finding out what their I personality is, and sometimes they like made different versions that were connected to star wars or whatever, and it just turned out super well. So that is one example of how you can use it to reach an audience and a be tob sense. That's awesome, all right. So so, Josh, we're going to spend the rest of this time talking about influencer marketing, and in this is something that you guys have had a lot of success with. As we were talking offline, you said that the the first thing that we need to to understand is is really how do you identify the people that you...

...want to be in your you know, quote unquote, influencer harmony army, so they speak. So talk to us about how I get it. If, if we're just getting started with influencer marketing, how do we go about finding the influencers that we want to connect with. Yeah, so the way that we did this was actually by looking at a cross section of who was using our product and specifically who is using our product a lot. Okay, so we use a intercom to track all of our users and we're able to see who's logging and all the time WHO's getting the most value out of it. We identified that one specific cross section of people, particularly people in the marketing consulting space, were great users of our product, and so we went out and approach more of them to be partners of ours and to be influencers that then promote us. They become advocates, brand advocates for us, and I think that's the number one way is to look at who is actually being successful with your product, because they are much more likely to talk about it if it's actually driving real resorts for their business. So beyond just as so...

...safe. Maybe it's a maybe it's a service business and they don't have just gaggles and gaggles of customers. Maybe they have, you know, twenty or thirty customers, but those customers are obviously paying, you know, you know, a lot of a lot of money per month, and so it's keeping you know, it's it's keeping ten or fifteen folks, you know, employed. And so is there another strategy for finding influencers if maybe you don't have just, you know, a whole lot of customers? Yeah, absolutely. So the other way to go about this is to look at who your customers are and then look at who they work with, obviously other than yourselves. So, yeah, who are they trusting with different parts of their business? Because a lot of times businesses will have 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 only over your customers, but over other people that you haven't even reached yet. So you can go to the people that are the advisors,...

...the mentors, the consultants. Gotta okay, so this next piece that we're going to touch on, Josh, is really interesting to me because I, you know, being someone who has an audience, I I get people reaching out to me a lot that are wanting to ask me for something. They want, you know, they want me to write about them and have an imposed or they want me to feature them on our show. They you know, they want me to interview their, you know, their CEO for a series that I'm doing. I get asked a lot and, if I'm honest, most of the people I don't either delete their email or I tell them know. And so I'm really interested. How do we reach these influencers, because clearly we want something from them. We want them to to be in our you know, influence for army. But what are we what do we do to actually get their attention into to turn them into an influencer for our brand? Yeah, so I think the biggest thing with this is to focus, and I when I say focus, I mean like overly focus on...

...what's in it for the influencer. 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? Do you want to focus so much on why it's useful to the person that you want to partner with that you almost lose track of what's in it for you? And obviously you need to be very clear about what you're asking for as well, but you want to focus on why they would want to do this, because they do get a lot of emails. If there anybody of reputation, they're getting a lot of pitches and they're not going to want to do all of them. That don't want to do most of them. So you really need to focus on why is this a good thing, particularly for them? And so so what does that? What's that look like? What is that? What did that look like for you? How did you present it in such a way where you, you know, overwhelmed them with how it 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 two facets to it. The first fast is that we are giving away our product to all of our influence, our partners, and then the second fast is that we also have an affiliate program so we establish an affiliate relationship with each of these influencers. So that's what we focus on right after we introduce what the product even is, that we say, you know, you're getting a free account, that's good forever. You also have the opportunity, if you would like, to be an affiliate, and then we also offer our same level of service that we give to all of our clients to our influence our partners. So that involves coaching calls, that involves on boarding stuff and support and all these things that they 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 the outreach emails that we do. Got It okay, and so essentially you're it's a free trial that never ends, basically for for your for your influencers, right, right, yeah, and so so that...

...that makes perfect sense. I can totally see how that would how that would attract a lot of influencers to to the product and make them want to promote it because they're seeing firsthand the benefits of it. How do you take that army of influencers that you built and then actually turn it into new business for you? Yeah, right, so that's a really key piece of this, because even if all these people agree to work with you and it works out, then if they not actually promoting you and that's not driving real sales, it's a waste of time. So what you have to do is identify what actually drives business for you, and for us in particular it was our influence our partners, blogging, about our tool and how specifically they have used it and then posting those blog posts on their own blogs to reach their readers. So that's what we identified. But you have to identify which channel works well...

...for you. For some people it's a social post, then that's what drives the most adoption. For other people it might be an email blast to their list. For us it's the blog post. So we tried of myriad of things. We use tracking links to track which one's actually led to sales. Then we landed on one and then we focused on that since then and then we'll introduce other ones in the future as we're continuing to track and test new things got. So how do you communicate should is that something that happens very early on, where you're saying, Hey, we're going to give you our product, but this is this is what we expect in return, or do you let that happen organically? How does that work? Yeah, so that's another really important facet of building an influencer program from the scratch is that at first we left it pretty nebulous because we were just exploring and we said, hey, we would like you to do a blog post, but if not, it's not a big deal, like if you don't like the product whatever. Now we've gotten much more strict on that to where our partners do have certain requirements that they have to fulfill, because we'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 to continue the relationship with those influencers to make sure that whatever you're asking is reasonable and also that it's something that they would not necessarily have a problem doing. And that's really key at first to make sure you keep those doors of communication open so that you know if your asked is something that they can actually fulfill. Wonderful, Josh. Will this this this has been this has been super helpful. What what are the other you know, obviously influenc our marketing is being talked about of all over the places. Is there is there anything else that maybe even mistakes that that you guys ran into as you were building out your program anything else that you'd want to leave our listeners with before we get to our final question? Yeah, I think with influencer marketing in particular, it's very important to keep your focus super narrow. So once you identify who it is that you want...

...to work with. Just find all of them, and there's always way more than you think. We are continuing to uncover thousands of people we had no idea existed, and you're always tempted to go towards, you know, a new group of people that might be easier to find at first, but if they're not going to follow through and get you to that point for us, but it's a blog post for you, it's something else, whatever it is that actually drives the sales, if they never get there, it's a waste of time. So you got to be very focused on the people that actually get you the results that you're looking for. I love it, Josh. I want to close with with our last question that we've recently only started asking. What is the legacy that you want to leave behind? I think for me it's the fact that you can still build a company and be successful without giving into this perception that people have about business where you have to be ruthless and cut throat and step all over everyone. You can run and company in...

...an ethical and kind way and still end up being successful. I love it, Josh. This has been that, this has been fantastic. If there's somebody listening. They want to stay connected with you. They want to learn more about interact. What's the best way for them to go about doing that? Yeah, so we are at try INTERACTCOM. That's right. Rl I'm on Linkedin a lot. You can search for Josh Hayem. I'm the only one in the world, so you will find me and you can send me a message there. I love connecting with people through Linkedin. I love it awesome. Josh. Will again, thank you so much for your time and I'm looking forward to staying connected with you me. Yeah, thank you. If you're a BEDB 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. So 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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