How to Use Influencers to GROW Your Business - Episode 201

How do you use influencers to grow your business? How do you tap into your local influencer market? How do you nail down your value proposition to decide what influencer is THE best fit for your business? 

Darla has talked about how to become an influencer in your space. Now, it’s time to flip the script and learn how to partner with someone to build your brand awareness. Eric Dahan joins Darla in this episode of Wingnut Social to share his expertise in the space. Check it out!

Eric Dahan is a serial entrepreneur who is the CEO and co-founder of Open Influence. He’s an authority in the influencer marketing space. Dahan has established Open Influence as the premier influencer marketing company. 

What You’ll Hear On This Episode of Wingnut Social

• [0:55] The end of the year is near!
• [3:23] Darla’s New Years Resolution 
• [5:07] The mini news sesh [with Shana Heinricy]
• [15:34] Is Influencer still a dirty word?
• [20:34] But first—you MUST know your audience
• [24:04] How to find an influencer that aligns with your brand
• [29:47] How do you determine the value of influence?
•  [38:25] What up Wingnut! Round
• [41:55] How to connect with Eric

Connect with Eric Dahan

• Open Influence
• Open Influence on Instagram
• Eric on Twitter
• Eric on LinkedIn

Resources & People Mentioned

• Get an SEO Audit!
• LuAnn Live
• The Power Talk Friday Experts Vol. 2
• Episode 172: How to Cultivate a Healthy Mindset
• BOOK: The World is Flat

Step #1: Know your brand + know your audience

How are you trying to communicate your brand? You need to consider where your audience is and understand them implicitly. So where do you start? Ask the question: What’s my value proposition to my audience? You work backward from there. It’s simple advice, but people tend to glaze right through it. Choosing an influencer to work with needs to be a strategic decision. This exercise forces you to refine what you know about your business and articulate it. 

Eric points out that you need to lean toward influencers that have an audience in your market. You need the message, the messenger, and the audience to align for an effective result from a campaign. He notes that “Finding the right influencer that talks to the right audience isn’t enough. You need to then craft the message and the call-to-action that will resonate with them.”

You also need to understand the customer journey of your audience. Are they on Pinterest looking for inspiration? Are there certain accounts they follow from a lifestyle standpoint? You want to find an influencer with a similar audience that talks about topics that are interesting and relevant to your audience. Eric and Darla talk through some examples and ideas—so listen for inspiration!

How do you determine the value of influence?

Everyone wants to barter or trade with influences and no one wants to pull out their wallet. Maybe the first or second post for your business could be a favor if you have an established relationship. But the truth is, influencers need to get paid—they can’t pay their bills with free stuff. 

How do you determine the value of their influence? In terms of dollar amounts, Eric shares that there are so many variables, including:

• Follower size
• Impression rates
• Audience breakdown
• Past performance
• Vertical/category
• Content format

You could be looking at $500 to $1,500 for one to several posts. Layer in the relationship aspect with a payment. Make sure the content being produced is as good as it can be. 

You also have to consider, what is the education curve of your product? If it’s an impulse buy—like a toothbrush—you get the value proposition instantly. But if you’re selling interior design services, people don’t just scroll through and add it to their cart. It takes a lot of consideration—maybe even 3–6 months’ worth. You’ll never convert with one story or video.

In that case, you may want to look for an ambassadorship and ongoing relationship with an influencer. Doing so keeps you top of mind for your audience. It always comes back to: What does the customer journey look like? And how do you adjust your strategy to fit into that journey? 

Hear the full conversation on tapping into your local influencer market in this episode of Wingnut Social!

Connect With Darla & Wingnut Social

• www.WingnutSocial.com
• On Facebook
• On Twitter: @WingnutSocial
• On Instagram: @WingnutSocial
• Darla’s Interior Design Website
• Check out the Wingnut Social Media Lab Facebook Group!
• 1-877-WINGNUT (connect with us for your social media marketing needs)

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