Using Influencer Marketing to Win New Agency Clients - Smart Agency Masterclass: Podcast for Digital Marketing Agencies

Using Influencer Marketing to Win New Agency Clients

By Jason Swenk on February 22, 2017

If you’re looking for new ideas to generate new agency business and attract new clients, you might want to hear what today’s guest tells us about branded web TV and influencer marketing.

In this episode, we’ll cover:

  • How to use branded web TV for agency new business.
  • 4 Steps to positioning your agency or client as an influencer.

Mark Fidelman founder and CEO of Fanatics Media is here to tell us — branded web TV is the next big thing. According to Mark, video content is heading away from one-offs in favor of series or episodes. As an agency you can use this influencer marketing strategy for building new agency business, and as an innovative idea for your clients.

Why Branded Web TV?

At Mark’s agency they’re seeing an upswing in the popularity of branded web TV series. You might be familiar with Celebrities in Cars Getting Coffee or YouTube’s First We Feast. These are examples of branded series’ where viewers get a small dose of entertaining content while also being marketed to… and that’s where Fanatics Media has found their niche. They’re matching influencers and celebrities with brands to create a series of branded episodes.

In fact, Marriott has started using this marketing strategy. They have Bill Rancic (winner of season 1 on “The Apprentice”) as their celebrity influencer on Open Invitation. This series of episodes entertain and inform while Bill and his celebrity wife, Julianna, tour a vacation destination. However the series is obviously branded by Marriott as he engages in property amenities.

You can use branded web TV for your agency as an inbound strategy by creating a series or episodes of valuable, helpful videos. You can bring idea to your clients who look to your agency for unique, innovative solutions and develop business building ideas. Even if video isn’t your thing, by providing a new lightbulb idea your agency will be valued and respected as an advisor rather than just a commodity.

4 Steps to Position Yourself or Client as an Influencer

1- Have laser focus. Know exactly who you can help and get very specific with who you will target. Afraid to specialize and turn-off potential clients? Don’t be! When you niche down you aren’t eliminating or turning away business. You’re just aiming it in a particular direction. You can’t influence on what you don’t know but when you concentrate on what you do know, you’ll find confidence and success.

2- Know your customer’s platform. It’s super important to know where your prospects are congregating and become a servant to that community. Don’t go broad by smattering your content everyone, but instead concentrate it and talk to an audience of one.

3- Create relevant video content. Determine what your audience needs or wants to know. What are common questions or challenges they have? Produce a series of content to answer their questions and aid in their challenges. To maximize effectiveness, create a reliable and predictable content schedule.

4- Get out of your own way. Most of us hate how we look on camera or can’t stand our own voice. It’s OK and you’ll learn to get over it. The key is to just start. Mark says he recorded 1-2 mins every day for 30 days to get over his hang ups. And me? I look like an orange Oompa Loompa in my early videos. Even pros like Gary Vee and Casey Neistat started somewhere. Just practice – you’ll find your voice and comfort zone.

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