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 partnercould be a game changer for any BEBB company. So what if you couldreverse engineer these relationships at a moment's notice, start a podcast, invite potential referralpartners to be guests on your show and grow your referral network faster thanever. 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 tothe right place. I'm James Carberry and I'm Jonathan Green. Let's get intothe show. Welcome back to the baby growth show. We are here daywith Josh Hainum. He's the CO founder of interact. Josh, I doingit? Amen, I'm doing well. Thank you so much for having meon. I'm excited to to chat today Josh. We're going to be talkingabout influencer marketing, specifically how do you...

...build an influence or army? Butbefore we dive into that, Josh Tello, listeners a little bit about interact andwhat you guys are up to over there. Yeah, definitely. Sointeract is a tool for creating quizzes, just like the ones that you seeall 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 wellas on their website as a pop up or an announcement bar, and thenuse that Whiz to actually collect email leads and then funnel directly into your emailmarketing system or marketing automation system. So and so, what way of goingout and attracting an audience and then turning it into an actionable lead that youcan then sell to using a quiz? Got It, Josh. Do youguys 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 caseof 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 whichhow do you sell to them using a quiz? That's insane. But whatthey did was they did what's your it personality as a quiz and they funneledit directly to their buyers, which are actually database engineers. So database engineerone of the hardest audiences to reach, Yep, and they had such anoverwhelmingly positive response to this because people loved figuring it out. It turns outeven database engineers love finding out what their I personality is, and sometimes theylike made different versions that were connected to star wars or whatever, and itjust turned out super well. So that is one example of how you canuse 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 ofthis time talking about influencer marketing, and in this is something that you guyshave had a lot of success with. As we were talking offline, yousaid that the the first thing that we need to to understand is is reallyhow do you identify the people that you...

...want to be in your you know, quote unquote, influencer harmony army, so they speak. So talk tous about how I get it. If, if we're just getting started with influencermarketing, how do we go about finding the influencers that we want toconnect 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 isusing our product a lot. Okay, so we use a intercom to trackall of our users and we're able to see who's logging and all the timeWHO's getting the most value out of it. We identified that one specific cross sectionof people, particularly people in the marketing consulting space, were great usersof our product, and so we went out and approach more of them tobe partners of ours and to be influencers that then promote us. They becomeadvocates, brand advocates for us, and I think that's the number one wayis to look at who is actually being successful with your product, because theyare much more likely to talk about it if it's actually driving real resorts fortheir business. So beyond just as so...

...safe. Maybe it's a maybe it'sa service business and they don't have just gaggles and gaggles of customers. Maybethey have, you know, twenty or thirty customers, but those customers areobviously paying, you know, you know, a lot of a lot of moneyper month, and so it's keeping you know, it's it's keeping tenor fifteen folks, you know, employed. And so is there another strategy forfinding influencers if maybe you don't have just, you know, a wholelot of customers? Yeah, absolutely. So the other way to go aboutthis is to look at who your customers are and then look at who theywork with, obviously other than yourselves. So, yeah, who are theytrusting with different parts of their business? Because a lot of times businesses willhave various consultants, various people that they look to for advice, and thenyou 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 cango to the people that are the advisors,...

...the mentors, the consultants. Gottaokay, so this next piece that we're going to touch on, Josh, is really interesting to me because I, you know, being someone who hasan audience, I I get people reaching out to me a lot thatare wanting to ask me for something. They want, you know, theywant me to write about them and have an imposed or they want me tofeature them on our show. They you know, they want me to interviewtheir, you know, their CEO for a series that I'm doing. Iget asked a lot and, if I'm honest, most of the people Idon't either delete their email or I tell them know. And so I'm reallyinterested. How do we reach these influencers, because clearly we want something from them. We want them to to be in our you know, influence forarmy. But what are we what do we do to actually get their attentioninto to turn them into an influencer for our brand? Yeah, so Ithink the biggest thing with this is to focus, and I when I sayfocus, 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 linesof I see why this is good for me, but what's in it foryou? Do you want to focus so much on why it's useful to theperson that you want to partner with that you almost lose track of what's init 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 wantto do this, because they do get a lot of emails. If thereanybody of reputation, they're getting a lot of pitches and they're not going towant 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 didyou present it in such a way where you, you know, overwhelmed themwith how it was going to be beneficial for them to ultimately promote your brand? Yeah, so the way that we...

...do it, our influence, ourmarketing has two facets to it. The first fast is that we are givingaway our product to all of our influence, our partners, and then the secondfast is that we also have an affiliate program so we establish an affiliaterelationship with each of these influencers. So that's what we focus on right afterwe 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 alsooffer our same level of service that we give to all of our clients toour influence our partners. So that involves coaching calls, that involves on boardingstuff and support and all these things that they would want to see if theywere to actually try using a product like ours. And so we have thosethree bullet points as the meat, like the body, of the outreach emailsthat we do. Got It okay, and so essentially you're it's a freetrial that never ends, basically for for your for your influencers, right,right, yeah, and so so that...

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

...for you. For some people it'sa social post, then that's what drives the most adoption. For other peopleit might be an email blast to their list. For us it's the blogpost. So we tried of myriad of things. We use tracking links totrack which one's actually led to sales. Then we landed on one and thenwe focused on that since then and then we'll introduce other ones in the futureas we're continuing to track and test new things got. So how do youcommunicate 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 iswhat we expect in return, or do you let that happen organically? Howdoes that work? Yeah, so that's another really important facet of building aninfluencer program from the scratch is that at first we left it pretty nebulous becausewe were just exploring and we said, hey, we would like you todo a blog post, but if not, it's not a big deal, likeif you don't like the product whatever. Now we've gotten much more strict onthat 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 theprogram. But at first you do want to leave it fairly open ended andyou want to continue the relationship with those influencers to make sure that whatever you'reasking is reasonable and also that it's something that they would not necessarily have aproblem doing. And that's really key at first to make sure you keep thosedoors of communication open so that you know if your asked is something that theycan actually fulfill. Wonderful, Josh. Will this this this has been thishas been super helpful. What what are the other you know, obviously influencour marketing is being talked about of all over the places. Is there isthere anything else that maybe even mistakes that that you guys ran into as youwere building out your program anything else that you'd want to leave our listeners withbefore we get to our final question? Yeah, I think with influencer marketingin particular, it's very important to keep your focus super narrow. So onceyou identify who it is that you want...

...to work with. Just find allof them, and there's always way more than you think. We are continuingto uncover thousands of people we had no idea existed, and you're always temptedto go towards, you know, a new group of people that might beeasier to find at first, but if they're not going to follow through andget 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, ifthey never get there, it's a waste of time. So you got tobe very focused on the people that actually get you the results that you're lookingfor. I love it, Josh. I want to close with with ourlast question that we've recently only started asking. What is the legacy that you wantto leave behind? I think for me it's the fact that you canstill build a company and be successful without giving into this perception that people haveabout business where you have to be ruthless and cut throat and step all overeveryone. You can run and company in...

...an ethical and kind way and stillend up being successful. I love it, Josh. This has been that,this has been fantastic. If there's somebody listening. They want to stayconnected with you. They want to learn more about interact. What's the bestway for them to go about doing that? Yeah, so we are at tryINTERACTCOM. That's right. Rl I'm on Linkedin a lot. You cansearch for Josh Hayem. I'm the only one in the world, so youwill find me and you can send me a message there. I love connectingwith 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 withyou me. Yeah, thank you. If you're a BEDB marketer, wewant to feature you on sites like Huffington Post, social media examiner and chiefmarketer. 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 forreally popular websites. So head over to sweet fish MEDIACOM backslash questions and signup today. Thank you so much for listening. Until next time,.

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