When it comes to influencer marketing, it is not just about paying anyone with a lot of followers to blast out your marketing message. Influence is earned. Better understand how influencer marketing works and how to use it effectively. In this presentation, we cover: – How to successfully use influencers to help with your marketing success. – How to determine if someone has influence. – How to determine the cost and your ROI. – A number of tips to help you succeed.

1. 5 Things to Consider When Launching
Influencer Marketing Campaigns
Brent Csutoras, LLC
brent@csutoras.com
Brentcsutoras.com
#SEJThinktank
@brentcsutoras

2. Brent Csutoras
Brent Csutoras, LLC
brent@csutoras.com
Brentcsutoras.com
#SEJThinktank
@brentcsutoras

3. What is Influencer Marketing?
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Influencer Marketing is where you identify and engage with
people who have the ability to get you, your product, or your
service a lot of visibility, engagement, and conversions.
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@brentcsutoras

4. What is Influencer Marketing?
4
Influencer Marketing has become
a career path for many, especially
for kids who have grown up
watching Influencers… I want to be a
YouTuber!
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@brentcsutoras

5. Is Influencer Marketing Effective?
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▪ 70% of teens trusted influencers more than
traditional celebrities
▪ 4 out of 10 people say influencers understand them
better than their friends
▪ 6 out of 10 people said they would follow the
advice of an influencer on what to buy
▪ 49% of people rely on influencers for product
recommendations (56% rely on friends)
▪ 40% made purchases online based off
influencer recommendations
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@brentcsutoras

6. Is Influencer Marketing Growing?
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▪ +1,500% increase in ‘Influencer Marketing” searches over last 3 years
▪ Market expected to grow from $2 Billion in 2017 to $10 Billion in 2020
▪ More people are using Ad Blockers (40% laptops, 22% mobile)
▪ The return on investment in influencer marketing is far outpacing any traditional medium
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7. Finding Influencers. -- the ‘Right’ Influencers!
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Finding Influencers. -- the ‘Right’ Influencers!
Viral Nation recently commented that they
have not been asked to run a Snapchat
campaign in years.
But.. Why#SEJThinktank
@brentcsutoras

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Finding Influencers. -- the ‘Right’ Influencers!
These channels provide a
personal look at the Influencer
and their daily lives…
• Video feels personal
• Stories feel personal
Pew Internet Study
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@brentcsutoras

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Not All Influencers have Influence
▪ You need to find Influencers who would actually use
your product / service
▪ They will talk about it better
▪ Their audience will be more likely to purchase
▪ They will continue to talk about it and more
▪ Who is really personalizing themselves?
▪ Natural vs Obvious advertisements?
▪ Off Brand advertisements?
▪ Normal vs Advertisement post volumes
Scott Disick
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@brentcsutoras

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Some Influencers Influence Influencers
▪ If you can, go for someone big and who is is a
leader in your space
▪ Influencers look up to bigger influencers
▪ They are more likely to work with you if
someone bigger already has
Say That 3
Times!
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@brentcsutoras

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The Cost of Influencers
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The Cost of Influencers
• Micro-influencers (10k to 50k) = $250 to $1,000
• Influencers (50k to 250k) = $1,000 to $5,000
• Influencers (250k to 1 mil) = $5,000 to $10,000
• Influencers (over 1 mil) = $10,000+ and depending on the campaign up
to $250k
• Selena Gomez = $550k per post
• Kim Kardashian = $500k per post
• Cristiano Ronaldo = $400k per post
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@brentcsutoras

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Engagement Value of Influencers
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25,000 Followers
$1,000 /campaign
30 Posts
8% Engagement
2000 Engaged Users
1 Campaign (or more)
5% Engagement
1250 Engaged Users

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The Cost of Influencers (Hack The System)
• Some influencers (especially micro-influencers) take product as payment
• Especially if you find the ones that would naturally like your product
• Pay them something and increase the payment as their influence and audience
grows
• Identify micro-influencers and early influencers who are growing
• Use SocialBlade (or any other similar tool) to track growth and engagement
• Monitor for a few months to identify the right influencers
• Start working with them early and grow with them!
• They will always remember you and want to do more for you
• They are less bombarded by requests
• They are more likely to keep you at a lower rate going forward
• Increase the rate as they grow (like a friend would do)
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@brentcsutoras

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• Don’t be afraid to negotiate prices, but be fair and transparent as to why
• Considering throwing events and attending events where Influencers are
• Don’t try to sell them, but rather connect and make real connections
• Talk about your product and give it away if you can
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@brentcsutoras
The Cost of Influencers (Hack The System)

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The ROI of Influencer Marketing
▪ Most companies use Engagement and
Engagement Cost
▪ Coupon codes and Tracking are options, but
can be hard to really track
▪ Branding in Influencer Marketing is quite
valuable
▪ Cut people lose when you don’t feel they are
working out
▪ Maintain the relationship with Influencers who
are working
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@brentcsutoras

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Additional Tips
▪ Setup your accounts to be sticky and keep people that don’t immediately convert
▪ Avoid having posts that are just selling (Show but don’t hard sell)
▪ Have something for everyone (at least in your niche)
▪ Give them all a reason to follow you
▪ Influencer channels are like TV channels
▪ The more relevant channels you are on, the better
▪ Don’t lose your relevance
▪ Don’t do one campaign and quit, keep going! Stay Relevant!
▪ Use both Micro and Macro Influencers
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@brentcsutoras

19. Resources
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▪ https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/
▪ https://blog.twitter.com/marketing/en_us/a/2016/new-research-the-value-of-influencers-on-twitter.html
▪ http://blog.tomoson.com/influencer-marketing-study/
▪ https://digitalmarketinginstitute.com/en-us/blog/20-influencer-marketing-statistics-that-will-surprise-you
▪ https://www.globalwebindex.com/reports/mobile-ad-blocking-2017
▪ https://influencermarketinghub.com/influencer-marketing-2019-benchmark-report/
▪ https://imanetwork.org/midatlantic/articles/the-rise-of-influencer-marketing-over-print-and-video-ads/
▪ https://www.boxycharm.com/
▪ https://influencermarketinghub.com/9-mind-blowing-influencer-marketing-statistics/
▪ http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/
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20. Resources
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▪ https://socialblade.com/
▪ https://www.searchenginejournal.com/instagram-video-posts-receive-twice-the-engagement-of-other-post-types-stu
dy/295443/
▪ https://www.prezly.com/academy/relationships/influencer-marketing/influence-influencers-simpler-think
▪ https://blog.scrunch.com/what-is-a-good-engagement-rate-on-instagram
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@brentcsutoras

21. Thank you
Brent Csutoras, LLC
brent@csutoras.com
Brentcsutoras.com
#SEJThinktank
@brentcsutoras

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