Marketing Strategy · Growth

Has anyone tried influencer marketing? Any tips on how to find influencers?

Stephanie Wagner Founder at Agile Bloom, LLC

September 30th, 2016

I'm trying to figure out marketing strategies for an SaaS product and I read about influencer marketing.

Supposedly this is when you find someone who has a large audience on their blog or social media accounts and basically "piggy back" on their accounts. Perhaps the influencer makes a shoutout for your product, or they let you make a post or two on their account.

This is something that Lowes actually tried, by letting moms with popular social media accounts (I forgot which, Pinterest or Instagram or something) take control of their account for a short period of time.

This sounds great for a new startup that released a product but is trying to get it out into the marketplace. Has anyone tried this? If so, any tips on how to find influencers and what to watch out for?
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Roger Wu co-founder at cooperatize, native advertising platform

September 30th, 2016

Our platform is a sponsored content platform which gets lumped into influencer marketing at times. 
Different products work better ... for startups I would say its not the best way since most likely you are looking for direct response. Influencer marketing is more "top of funnel" ... I think you are looking to do more AdWords than anything else. hope that helps

Derrick Duplessy Leader, Teacher, Career Coach

September 30th, 2016

Stephanie, Influencer marketing is awesome (when done correctly). The key is to create real value for the influencer's audience via your app. If you created a video or wrote a blog post about how you app can demonstrably solve a problem for the influencer's audience, you'll get their attention. You can also have the influencer(s) review your app but your results will vary. I would suggest demonstrate how your app can solve a problem for the influencer's audience then ask them to comment on your video or blog post. The audience will go nuts for your app if the influencers like the solution your app created. The more painful the problem, the more the influencer's will love your solution. Please let me know if that was helpful. Thanks,Derrick

Kevin Suitor VP, Product Management at Exinda Networks

September 30th, 2016

Stephanie,

Influencer marketing works.  It takes time and it takes building a great content factory but for a SaaS company today, its a key element of your overall GTM plan.  I suggest downloading this package from OpenView as a starting point on your journey: http://offers.openviewpartners.com/influence-marketing-guide 

You might also want to attend the replay of this webinar that Open View hosted with TAP Influence this week: http://openviewpartners.com/event/growth-hacking-business-influencer-marketing/#.V-7YypMrKV4

Good luck!

Kevin

Ajay P

September 30th, 2016

I'd say influencer marketing will work best for top of funnel when it comes to SaaS. If you're trying to get an influencer's reach to lead into direct signups, you'll probably be in for a disappointment. Though if you're trying to get webinar signups that eventually lead into your product, that could work better. Either way, repetition is key. Having 10 influencers post every Tuesday for a month is more impactful than 1 or 2 random Tweets.

Nickolay Kolev Freelancer at Private

September 30th, 2016

We did this once, while I was at American Apparel. We managed to get 10x the revenue, while the campaign was active.

The problem is that influencers DON'T come in cheap. You have to be 'in the circle', to be able to get good deals, otherwise the whole exercise will turn out to be pointless. Almost any revenue you get will have to go to these influencers. The popular and good ones have managers, who know very well how much their clients are worth and you usually end up losing money or breaking even, the most.

We got 10x only because the marketing director had extremely good connections and relationships with these people.

Hope this helps.

Eero Karner Founder at Reikut.com

October 1st, 2016

Try Upfluence.com

DJ Founder S.E.O at Trance Events Uganda

October 1st, 2016

I would be nice trying but there's advantages and disadvantages.

Andy Freeman Product Management and ... - Looking for new opportunities

October 1st, 2016

lumanu.com automatically and continuously finds influencers and content trends and it tells you how much business value you'll get from those influencers and trends.  Liumanu also provides contact information for relevant influencers and helps you manage your relationship with them. Yes, there's machine learning so lumanu gets better the more you (and others) use it.

Patrina Mack Experts in global commercialization

October 1st, 2016

wondering about folks experience with upfluence.   There's no pricing online or way to demo to the product.   You have to contact their sales person which suggests it's going to have an enterprise SaaS solution price point which is higher than the typical startup can afford...any more intel someone can share about this solution