How to Master Influencer Marketing

0:00do you know exactly what to do to build

0:02a strong influencer relationship between

0:04your company and the influencer and best

0:06of all the audience of that influencer

0:08howdy howdy everyone Nate here HubSpot

0:10reached out to me to make this video for

0:12you because I have spent thousands of

0:14hours working directly with influencers

0:17just like the ones you're looking at and

0:19understanding the behind the scenes of

0:21what's going on in those influencers

0:23minds and exactly what they're looking

0:24for to work with you so let's dive in

0:27here shall we I've boiled it down to

0:29three main things that influencers are

0:30wondering when they're considering

0:32working with you and consequently when

0:34you accomplish these three things with

0:36your influencers you will have an

0:37extremely lucrative long-term

0:39relationship with them one they want to

0:41know are you cool with cool here meaning

0:45are you as a company cool is your point

0:47of contact cool and what is the

0:49experience of working with you is that

0:52cool and yes I intentionally used a more

0:54casual word here I could have replaced

0:56that with professional ethical Etc but I

0:59think as we walk through this you'll

1:01understand a bit more of why a more

1:03casual word was used instead of the

1:05Alternatives you see what's really going

1:07on in the influencer's mind underneath

1:09this question is what is it like to work

1:12with you and the number one thing that

1:14makes or breaks that relationship

1:16between your company and that influencer

1:19is your point of contact the person that

1:22you have designated in charge of partner

1:24relationships if that person understands

1:26these things I'm about to explain to you

1:28it will make a world of difference you

1:30see what you're looking for with your

1:31point of contact is twofold here number

1:34one is this if your point of contact or

1:36your partner manager on your team feels

1:38like they pre- apprpriate what that

1:41influencer is doing before asking for

1:43money or asking for any sort of

1:45partnership it makes a huge difference I

1:47can't tell you how many emails I get in

1:49my inbox literally every single day of

1:52companies that reach out and say hey we

1:53saw your content and by the way we have

1:55this product that is really awesome and

1:57we think it'll fit your audience

1:58contrasted with hey I watched your

2:01recent video about insert something in

2:03the blank and here is why I thought it

2:05was so cool in fact after watching that

2:07video I decided to watch more videos on

2:09your channel and I really appreciate how

2:11you insert whatever real appreciation

2:14things your point of contact has for

2:15that influencer would you be open to

2:17having a conversation about promoting

2:19what we're doing with your audience I

2:21think it might be a really awesome fit

2:23so we've got genuine appreciation here's

2:25the second thing influencers are looking

2:26for advocacy between your point of

2:29contact and your company because many

2:32influencers don't have the experience of

2:34working with a huge team or having a

2:36large company behind them in fact many

2:38of them are influencers because they

2:40didn't want that it can feel like your

2:42company is this big unknown thing that

2:45they don't know if they want to navigate

2:47they're not sure they want to put the

2:48mental focus in that it requires to

2:50understand how to effectively work with

2:52how your company does business you could

2:55have the coolest company culture in the

2:57world and that influencer might not know

2:59it which is why it's so important for

3:01your point of contact your partner

3:03Advocate or your partner relationship

3:04manager to feel like they are the one

3:07that's The Interpreter or The Advocate

3:09between your company and what projects

3:11you're going to do with the influencer

3:13in fact if you want a meta example of

3:15this I don't work directly for HubSpot

3:17but HubSpot reached out to me because of

3:19my expertise in these topics and Jake

3:22and Brandon on the HubSpot team have

3:24been absolutely excellent to work with

3:26so brownie points for HubSpot for doing

3:28this really well okay so let's talk

3:30tactics with your approach here here's

3:32what I want you to do first have your

3:34partnership manager or point of contact

3:36watch this video to understand the vital

3:38nature of appreciation and advocacy

3:41before any deals are made in in fact if

3:43you want a simpler way to go about doing

3:45this that's mostly completely done for

3:48you I'll include a very handy HubSpot

3:50made guide for working with influencers

3:53it includes templates is mostly done for

3:55you you just need to fill in the blanks

3:57next with your approach of working with

3:58a new influencer I would recommend doing

4:00a test period make it a certain number

4:03of time or a certain number of pieces of

4:04content that allows both you and the

4:06influencer to fully answer this question

4:08are you actually the type of person or

4:10business that I want to work with then

4:12after that you can look into longer term

4:14agreements with influencers I let's move

4:16on to the next big question on

4:17influencers Minds is it worth it to work

4:21with you just this past week I was

4:23working with an influencer who is in my

4:25opinion poised to explode very soon and

4:28they were starting to get these messages

4:31from companies like yours requesting to

4:33work together and as this influencer and

4:35I were reviewing these options that

4:37we're being presented a couple of

4:39important things came up number one is

4:41influencer fears when it comes to

4:44working with you this is so vitally

4:46important that your point of contact or

4:48if you're the partnership manager

4:49watching this you understand what's

4:51going on behind the scenes for these

4:53influencers the first big fear they have

4:55is being a sellout With Their audience

4:57you see each overtly sponsored video

5:00that they do for your company has a cost

5:02associated with it and we're not just

5:04talking money or time here we're talking

5:06relationship cost with their audience so

5:09that cost can be small or large to that

5:11influencer depending on how well what

5:13you're doing fits and as a general rule

5:15of thumb the closer your product or

5:17service matches the needs of that

5:19audience and you're a cool person which

5:21is what we talked about previously the

5:23lower the perceived cost to the

5:25influencer so to get inside the

5:27influencer's Mind here I want you to

5:28think of it in terms of a scale from not

5:30happy to very happy to work with you

5:32this space right here is what I would

5:35call the no-go Zone there's some

5:37non-negotiables if the influencer is

5:39smart they have some non-negotiables and

5:41if something about the partnership

5:43doesn't fit for them they will say no

5:44that's an absolute not I'm not going to

5:46do this but everywhere between this

5:48non-negotiable line and here to

5:50absolutely loving working with you is a

5:52space that we can work with and there

5:53are actions that you can take to move it

5:56further this direction if this is being

5:58helpful to you thus far I would love if

6:00you would like this video so that can

6:02spread to more people I appreciate it

6:04which brings us to our approach here

6:07these are the knobs you can turn to make

6:08it much more worth it to your influencer

6:10a you can pay more it's no surprise that

6:13any influencer any relationship any

6:14business we looking to make money with

6:16what we're doing so a you can pay more B

6:18you can do this streamline the process

6:21of working with your influencer as much

6:23as possible the easier you make it for

6:25them to work with you the less the

6:27perceived cost including the load of

6:30working with you and third is this the

6:32more creative freedom you give that

6:34influencer to work with you it tends to

6:36be better within limits so let me give

6:39you a scale example of what this Freedom

6:42aspect looks like here on one extreme it

6:44can look like hey we want to sponsor a

6:46segment of your video it needs to be 90

6:48seconds long here is the ad read here is

6:50exactly the footage you need to put in

6:52here's exactly what you need to do on

6:54the opposite extreme we've got

6:55influencer Anarchy where you say well

6:57hey just talk about our stuff however

6:58you want to what you're looking for is

7:00somewhere in between and it's going to

7:01be up to you to figure out exactly what

7:03that looks like based on what you're

7:05offering and what the influencer style

7:07is like but with our approach here the

7:09more favorable these three things look

7:11to your influencer the happier they will

7:13be to work with you all right and we're

7:15moving on to the next question that your

7:17influencer will have before working with

7:19you is what you have valuable is it the

7:22type of thing that I want to promote now

7:25part of answering this question is

7:26making sure that what you offer is

7:28actually good it's actually valuable for

7:30an audience which I hope it really is so

7:33assuming that is true we need to make

7:34sure that your potential influencer also

7:36knows that that is true and not only

7:38that but that it's a fit for Their

7:40audience so here's how I look at it I've

7:42drawn out this sequence here your

7:43product what you're offering shared with

7:45the influencer who then hopefully shares

7:47It With Their audience so if this is a

7:49sequence it makes sense that we have a

7:51few important points to make sure this

7:53partnership is successful right here and

7:56right here to make sure your offering

7:59connects well with the influencer it

8:01makes sense to do a test now depending

8:04on what your offer is it could look like

8:05giving them access to your software and

8:06or shipping something to them but the

8:08important thing here is to give some

8:10parameters for this test to know that

8:12it's successful with the influencer one

8:14give them a time limit to test out your

8:16thing and two if you're looking for a

8:18more organic or integrated into the

8:20influencer's life type of promotion ask

8:23them to use it in their everyday life

8:25and see what they think of it because if

8:27we do this well then hopefully at this

8:29point the influencer is on board and

8:31it's time to take it to the audience the

8:33main thing to say at this point when the

8:34influencer is sharing with their

8:35audience is that not all influencers are

8:38the same when it comes to selling so an

8:40important thing you can include at this

8:42point is some tips for selling these can

8:45include prior Integrations that

8:47performed well like if you worked with

8:49other influencers previously and they've

8:51converted really well you can share

8:52those videos and the timestamps of those

8:55call to actions with this new potential

8:57influencer you can also give them

8:58industry standard wording or phrases

9:00that they can use within the video to

9:02make it more simple for them if you want

9:04to see some industry standards for how

9:06to approach doing this I'm going to put

9:07the link below this video now I wanted

9:10to include a bonus here for the

9:11overachievers here they roll out the red

9:14carpet for their influencers by comboing

9:17the benefits for those influencers let

9:19me give you an example aside from the

9:21base compensation which is standard when

9:24working with between companies and

9:25influencers the companies that I've seen

9:27be most successful with this also offer

9:29an Insider group like maybe they only

9:31work with very particular influencers

9:33and those insiders get access to a

9:35specific group where they get extra

9:37support or extra help from you as the

9:39company other companies I've seen

9:40Implement a bonus system where if a

9:42certain amount of traffic is generated

9:44for the company they offer awesome

9:46bonuses like trips or cash Etc and the

9:49third combo thing that I've seen be

9:50successful again and again is genuine

9:54appreciation most influencers the type

9:56that you're going to be reaching out to

9:58are receiving a lot of messages from

10:00companies that appear outwardly to be

10:03just like yours if your point of contact

10:05genuinely really appreciates what that

10:07influencer is doing maybe they're

10:09organically watching their content

10:11outside of reaching out to them the

10:12conversation is way different so give it

10:15a go use the free readymade templates

10:17made by HubSpot in the link below this

10:19video and you also want to check out

10:21this next video that happens to be

10:23extremely useful for businesses working

10:25with influencers