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Nov. 6, 2019

142: Influencer Marketing for Even the Smallest of Businesses

142: Influencer Marketing for Even the Smallest of Businesses

If you think influencer marketing is just about famous consumer brands spending lots of money to have YouTubers and Instagrammers talk about them, you are far from the truth! Discover how any business in any industry can and should leverage influencers in this episode #142. Learn more about my upcoming book on influencer marketing, The Age of Influence, at https://nealschaffer.com/ageofinfluence.

Transcript

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This is the Maximize your social influence. Podcast with Neil Schaeffer, where I helped sales and marketing professionals, entrepreneurs and small business owners build leverage and monetize their influence in digital and social media. Hello, everybody. This is Neil Shaper. Welcome to the Maximize Your Social influence, podcast. One thing that I have not been able to do that is really part of my roots as a podcaster is broadcast to you wherever I am traveling the world. I happen to be in Dublin, Ireland, today at the Irish Management Institute, where I teach a full day course as part of their digital business program. It's a great program. We had people in there from Facebook, adobe, Microsoft at the Bank of Ireland on it, just a fascinating class, both in the content in the engagement in the conversations that come from the audience now at. I've talked here in Ireland for several years and every year. Obviously, as I review and refresh the content for the class, there's always new modules out it and other modules that are now irrelevant deleted well, this year, one of the big additions and what I think actually generated the most conversation was the new module on influence or marketing. Now, obviously, because I'm writing the age of influence, which is all about influencing marketing, I get asked this a lot. And I've had a lot of people specifically asked me to actually talk more about this, which is influence or marketing not for those big consumer brands that can spend a lot of money on it. But for this small business, is there a way that small businesses can leverage influencers? Well, my answer is a resounding yes. As you know, I define influence very differently than the way marketers have been mis educated on the concept. And really, collaboration in social media is there for the taking for those that get it and are into developing relationships of mutual value. So no matter who you are, or in what industry or in even if you're a cell, a partner, a small business owner, I hope that you listen to this podcast and take my message to heart, and you two begin collaborating. And when you have a successful case study on influence of marketing for your business, I'm gonna need a reach out to me and let me know. So I can interview you so I can feature you on my podcast as well. So with no further ado here is influencer marketing for small businesses. Good morning. Good afternoon. Good evening to wherever you are in the world. This is Neil Schaefer. Welcome to a live edition of the Maximize Your Social Influence podcast. For those of you that don't know, I will occasionally do interviews with other marketing professional social media professionals that have a lot of value to offer my audience. And I do these over Facebook live. So obviously, I hope that you continue to subscribe to the podcast. But if you ever want to see some live video of me presenting on the topic, please make sure that you signed up for my email list. I'm gonna put that in the show notes, and then you'll get notified when I do these Facebook live. So today I know that some of you probably tuned in hoping that you were going to hear me interview a CEO to talk about Social Media's value is not revenue. It's something far more important for B to B companies. Unfortunately, the person that I was supposed to interview good not show up for a better word. Hey, things happen. I totally get it. But as they say in show business, the show must go on. So today I want to talk about and this is something that it was actually someone I believe on. Twitter reached out to me and gave me some questions, and I love to create content around the questions that you have. So as you listen to this podcast and if there's something like Neil, what is your take on this or Neil? How do I do this? What should I do about that? I urge you to reach out to me either by obviously sending me an email, but obviously through social media, Instagram, whatever it might be, and I would love to help you. I also have a community on Facebook that will very soon be rebranded as he maximize your social influence community. So I'm gonna put a link to that in the show notes as well. Right now it's called the Social Media Centre of Excellence. So the topic I want to talk about today as you know, I am writing a book on influencer marketing, so I want to obviously share more content about that leading up to the launch of the Age of Influence, which is the official name of the book. If you're watching the video, you will see the link to access the Amazon page of the book to get more information about it. We're still a few months from the official publication, but obviously I've written a lot of information related to influence marketing in that book and in Block Plus what have you. So what I want to talk about now is specifically influence or marketing for small businesses, and I believe that's the person reached out to me because there's a lot of content out there on how these huge grounds are doing influence marketing. And they're working with the Kim Kardashians. But what about the small businesses? And, well, if you're in the influence marketing industry, you know that there's a ton of startups of really, really small businesses that have done well with influence in marketing. But I think that might be, you know, information that is only known by those that are, you know, in the industry. So I really want to share the information with you and that I don't care as I like to say, I don't care what industry. Aaron and I don't care how large or small your company is. Influencer marketing is equally appropriate. If you have any questions or comments, I can actually see them. There we go. Thank you, Christopher, For being a loyal fan. I want to believe in influence more. Yes. I want you to believe in influence a market. I know that you yourself are influenced as is your life. So I'm hoping that this will obviously help your business is and really leverage influence marketing. Oh, hey, County. Thank you so much. That's exciting for you. So much disconnect in this area too. I have clients and people reach out saying, If you pay me $1000 all post opposed to my insta for you, then there's the contrasting value of collaborating in the right way. County boom! You know, hang on what you have basically, and I'm gonna look at this from the flip side, right? You have a supply and demand, right? And you know, social media algorithms are controlled. Are managed by supplying demand. Facebook. There is a huge supply of content. There is demand for the content, But there's just an even larger supply Instagram. There's a huge demand for content, but there's a lack of supply of content, which is why you see, on average, you're going to get a lot more engagement on an instagram than a Facebook. So obviously there are other things like Pinterest is more of a search engine in a social network. So even though there's an incredible amount of supply and not as much demand, you would think you can still get a lot of engagement. I e Web traffic In the case of Pinterest engagement, so every network is different. But if you think of it in the concept of supply and demand, we're still pretty early on that influence market. Yes, influencer marketing is an extension of the celebrity endorsement. If you want to think about yes, the celebrity endorsement has been around. This is the first chapter of age of Influence is really talking about how you know influencer marketing. Is that the extension of that celebrity endorsement? But what's happened over the last five years? If you are a company, you didn't do social media and someone said, Hey, I'll do your social media for $2050 a month. Sure I'll do it right. And I think that there's a lot of social media consultants. What have you that I've actually found business that way. But if you have not been an influencer marketing but you hear, like, wow influences, you're gonna drive a lot of business. You might have an influence to reach out, to say, Hey, if I can stay in your bed and breakfast for a week, I'm gonna do some great content for you or hey, if you spend $500 or 1000 what have you and really, you need to be educated to make the right decision as a small business owner, as two. Should I or should I not work with this influence at the beginning, right. If someone is reaching out to you out of the blue, you are being sold to This is just a general sales 101 right. So immediately there should be a red flag that this person only sees you as money. This gets into this topic that you hear me or the concept I talk a lot about and I talk a lot about it in the book as well. That influence of marketing comes down to collaboration, so collaboration goes two ways. As a small business owner, you wanna collaborate, and there's a lot of ways you can collaborate with influencers from an influence of perspective. You want to engage with the spirit of collaboration as well. So if an influence a purely sees you as someone that they're going to sell a product to, it's gonna be a one sided relationship. Number one number two. I just don't know how much value you're gonna get out of the relationship, because how many other companies are they call calling out of the blue or cold email or called Instagram d amine out of the blue, asking for money so catty? I just want to get back to your comment. If an influence reaches out and says, Hey, I love your product, did you check out my photo from a few days ago? I'd really love to find a way to work with you, because I'm already sort of an organic brand ambassador, you know, and I teach influencers. There's another side to my book, which, which covers the influence beside advice. I give the people who want to become more influential, But that's the right approach. If you have people pro to you that way, that's awesome, right? But let's take a step back here. Hey, Christopher, we do a kind of work pinches for traffic. Yes, every social network is different. Obviously, the engagement on Instagram does seem to be in stories. Yes, in Cleary, we're all sort of in the same space, So there's I'm not the first person to talk about this topic. I'm trying to add value where I can, based on my experience. Christopher Yes, out of the blue, they are targeting you. So let's take a step back here, right? So regardless of how big or small your company is, it really comes down to who are the voices in the community that can help push your product forward in terms of it becoming aware by a new audience that doesn't know you or maybe an existing audience, that you want them to get to know you better. This is a universal concept, regardless of the size of your business that you should be talking about. So first of all, it comes down to one who is talking about your product And if someone comes down the social media marketing 101 Right. When we're sort of looking for what's Social Network do we invest time in or, you know, where is our audience? Who is already talking about keywords and instruments Gonna be hashtags, obviously. But it's not limited the Instagram because if he would be to be, you probably want to spend more time on a link in than an instagram, at least at the beginning. So who is talking about you or about your competitors or about product names? And from there you're gonna begin to build a list of people that might be influential. You don't just want to look at follower account you want to look at actually, how many people are engaging with that content? And in order to do that, you're gonna have to look at when that conduct was published because if it was published an hour ago, you're not gonna see the engagement. But if it was published 24 hours ago, I think we'd all agree that a lot of engagement sort of dies down after 24 hours with the exception of interest, so and we don't want to forget about pinchers as well, because it can be extremely valuable. And I think a lot of influencers should actually be investing more time on Pinterest, and that's a subject of an entire different five counts that I plan to record. So in this scenario, right, we begin to look at people that are are talking about things that are related to us. Therefore, we assume that they have a community that's listening. We then begin to look at not just follow account, but engagement cow we then begin to look at. Well, how often are they talking about this? So every once in a while, I'm a tweet about automotive. So I mean, Carly, sir, I'll be very honest with you. I don't buy a car because I know the technology out dates itself before the lifetime. The car. So I'm really happy that I'm Alie, sir, because now both cars and I own have apple carplay. And if I bought a car five years ago that didn't have apple Carplay because most of them didn't, I would be very, very upset. And I live in Southern California where we spend half our lives and cars. Those are my reasons, you know, once I close it. Hey, really proud to be an owner of a Volkswagen T one? It's an awesome car, right? That's one post. And maybe I did a hostage team. VW. And maybe if you're competing with Volkswagen, it's like, Well, who's talking about automobiles? Right? And you find that one post that might have got a lot of engagement because I have a deuce amount of followers, but your relevant when we post about it once, you really need to look at the last several posts and imagine if this person was talking about my company, my product. Would it be relevant? Would it make sense? It's like all these people reaching out to me that want to get a link on Neil schaefer dot com. And they're like, Hey, we blogged about e learning. We'd love to, you know, by sponsored content. Your post. I'm thinking my audience is not interested in learning their sales and marketing professionals. They're entrepreneurs. They're small business owners. He learning is completely irrelevant. My content. So even if I did publish that, it's doing a disservice to that brand, and it's doing a disservice to my community. But if there's an influence is just in it for the money. They'll take that business, right? So this is where we need to take a step back, right? And and you need to spend some time, right? Because we're looking for long term relationships. We're looking for someone that we want to get married to. You're not just gonna go somewhere and randomly date someone, and, you know, next day said, Hey, let's get married. You're gonna meet a lot of people. You're gonna engage multiple occasions and over long term before you make the decision whether or not you want to commit to each other. You know, if you see me speak about this at social Media Marketing world, it really is a marriage, not a one night stand. And I hope that you remember that. So the initial stage and if your enterprise and you could buy influence or discovery tools, that's awesome. It's it's the same process. But we really need to find the right people here. Just let me get to a common here. County. Yes, you need to write for both sides. This is something that I'm really passing about because one of the reasons why I embarked on writing Age of influence was when I presented to a group of us see MBA students on social media strategy and the number one question I got asked after my presentation. And these Air MBA students who are late twenties, early thirties, a lot of them are already doing social media marketing at brands here in Los Angeles. The number one question that I usually get asked about social media strategy, social media, Arli, social media tools. Which is why I wrote Maximize your social and I created a social tool summit. But the number one question I get asked, How do I become an influencer? You know, my next door neighbor is a YouTube where they just bought a $1,000,000 home. How do I get in on the action? I know that a lot of marketers have become influencers like maybe their dog. I think that the largest Instagram side in Japan is of a dog, and it was started by a marketer who did influence. I market it right, so I think it's natural that marketers who get involved in the space want to become more influential. And I would argue in my book that you'll read the chapter. It makes sense for any business to want to become more influential because you get to a point. I have companies reaching out to me saying, Hey, we love, you know, publish something on your site and we'll share it to 100,000 Twitter followers. And I'm like I got 200,000 So I'm beating you in terms of Twitter influence that has no value. But think if you have 100,000 followers and the influence or only has 20,000 you know, offer something of value that they don't have because you have Biltmore influence influences love working with influential brands. So at the end of the day, you need to understand the concept of influence, and it's really gonna help you in your influence marketing as you become more influential. Leasing does, however, did have its advantages, doesn't it? Chris, I'm the same thing. I have to mobile the jump plan, so every two years you'll see me hook into a new iPhone. Okay, yes, even our 12 year old wants to be a YouTube would sponsorships, and I think that for the Gen z of today for the you know, the teenager is really becoming an influencer, and social media is bigger than you know. The dotcom dream was back in the day, you know, 10 20 years ago. So we live in a new world and definitely, you know, everyone wants to become an influencer, which is why brands were gonna be bombarded with people saying, Hey, pay me for publishing something. And yep, County my kids D'oh! My kids in the same. Although they know Daddy works in social media, so I limit their social media. But anyway, so let's get back to the subject. That is really the first step, right? Who are these people once again, even if you're the local barber shop, maybe if people aren't talking about specific things, you need to go broader with your keyword research and maybe in that type of very, very hyper local business, you need to talk about people that talk about things in your community. They mentioned the city name or use the city hashtag these air people, they may not be directly related, but there is an indirect relation. But you really need to dig in and find these people Now. You know, we call this a pool of influencers that you're going to start to reach out to, and large enterprises use tools they might have approve. I've a case study in my book of, like, 2000 influences, right? I think if your small business you're going to start small and that's fine, start with maybe five, maybe 10. But what you want to do is you're really testing the waters and saying, Hey, we're involved here. We have this type of business Notice that you publish a lot about this type of content. I was wondering if there's any way we can collaborate now. The number one mistake that small businesses make when they reach out to influences is they automatically reach out to the Kim Kardashian of their industry. There are nobody. She's a somebody, and she requires a lot of money. So you know, if you want to pay $50,000 for an instagram post, go for it. But that's why I'm doing this podcast is because I know that small businesses don't have that money, nor do they want to spend that type of money. So it's really about finding a comfortable follower range right now, followers alone is not everything. They need to have a certain amount of engagement. And as you, you know, look at 10 different people and I'll use Instagram as an example because it's very, very easy. You have 10 people that you think are relevant. They have followers. Take a look at their last three posts, you know that were published 24 hours ago or more, and do an average of the number of likes proposed. Divide that by the number of followers and you get an engagement rate. And, yes, Christopher, $50,000 for an instagram post. It's true, so, and there are many that are in the 10 $20,000 range maybe people that you've never heard of. But obviously your kids have so a case in point. But you know, getting back to that the 10 person ruled by look at followers engagement rate, you're already going to see comparative engagement rates. If everybody has a 1% or greater engagement rate, I'd say they're doing okay, you know, 2% engagement rate is great. 3% engagement rate is great, but it also depends on a number of followers. My daughter is 1/9 grader in high school. She has a private account. She only follows people that she knows. And I make sure that right, she already has 300 followers. So when she posts a I forgot what it was called instagram story. Like a truth like a question or dare truth or question not truth or dare something different. You know, she gets like 1/3 of our audience will respond to that. She'll get like, a 20 to 30% engagement rate under post. This is originally what? Instagram's four, right? This does not happen to brands, right? This happens born of people with very, very small niche community is like my daughter has for most people out there even influencers, You know, 123% is gonna be the norm. If they're under 1% it's sort of a red flag. But if everybody you're looking at is under 1% it just means that engagement is getting harder and harder to get in the feet. And we know this to be the case. If we've been working in an influence of marketing Caddy Caddy Katie, I don't want to pronounce your name wrong. I'm really sorry if you can if you can. Yes, Katie was a poll that I was talking about on instagram story where they responded one way. And then if it was like, you know, tell me a truth about you. My daughter would respond and give them an honest assessment of the personality, and she was surprised. I don't know what it meant, and she's gonna listen to podcasts and laugh at me. But I guess you know, it's something that's very, very common for high school or so, Yes. Watch out for vanity metrics. There are a lot of fake followers fake engagement going on there. So if you see someone, Cady Thank you, Katie. So if you see someone, if you're looking at 10 people and the average is like 0.5 to 2% and then you see someone like a 20% engagement rate, that's actually a red flag, it's almost too good to be true. Unless they have a very, very small number account. Like my daughter. In which case it's definitely Apostle Wells for Catherine. Got it. Katie. Thank you. Yes, the human connection really is key. So we have our list and we have a sense as to who may be real now. The one thing I didn't mention, you know there are different ways to categorize influencers. The most common way is by follower Count. So now we're at the point, influence or marketing where we're getting smaller and smaller and smaller in terms of the people that we consider influencers. The latest one used to be micro influencers, and there's different levels 10,000. 50,000. 5000. 25,000. But more recently we've heard the term nano influences, and these are people with as little as 1000 or even 500 influencers. And I recommend when you start out, you want to start small. Start with nano influencers. Start with people that have 500 influencers that get decent engagement that are relevant, and I would reach out to them, right. So pick 10. Start with between 500,000. You always want to start small because if you somehow in your communication like the Houston Rockets did, if somehow you mess up without intending to mess up on and I don't want to get political, here's that's a whole other subject. But if you mess up for whatever reason, you're not messing up with an influence or who may be sharing that in social media, that fact that this brand requested me to do this. And isn't this ridiculous? Because that does happen. And I do share, you know, influencer marketing mistakes and in my in my classes in my speeches so you don't want to be on one of my slides, so start small, right? Start with people who actually have less global influence but still have great influence in their niche. And, you know, if they're on instagram, send them a GM if they're on Twitter, sending a direct message. If they say in their bio, please contact me here, follow those instructions. You want to contact them where they want to be contacted. But if they don't say anything, contact them on the social network that you find them. And here's the reason why if you're a member of this person's community and you send them an INSTAGRAM direct message and they don't respond to you, I started question how much of an influence of that person is because influences know the value of community and engagement, and they know that getting and responding to an influencer direct message actually helps them in the algorithm. It sends an incredibly powerful social signal that says that there's a connection between these two. So that's why if you send them on instagram GM and they don't get back to you in 24 to 72 hours to me, that's a That's a That's a question mark, that sort of red light, I would move on. And that's why you always want have a pool of influencers. If they don't respond, you move on. And if you get through all 10 they don't respond. You find 10 more, right? There are tons of people out there that can help you Just because you strike out of dating 10 times. It doesn't mean that your perfect soul mate is not out there, right? It's the same concept. Keep going. Don't give up. They're out there, right? And maybe then if you're out, Amanda Influences you need to move into micro influence was fine. But if you strike out of 10 people, you need to take a step back and think, Huh? Maybe the pitch wasn't right. So the peach is really simple. Love the content you post about combo cha were actually a calm, which our brewery were local here and you know, orange, California. We'd like to get people to come into our common or our tap and try to come back cha We love to offer you, you know, complimentary calm, which are for you and 10 guests. You know, something like this is going to attract right influence. And this comes now to the concept of compensation. There are a lot of things you can offer influences. And if influences are only asking for money, that's where I sort of think of that as a red flag because not every influences in it for the money and if they are only in it for the money, it's more of a business to them and you're not gonna get any special treatment caused. The idea here is that whoever we work with, whatever influence we work with, we want to convert them into becoming a brand ambassador. What that means is, through a long term relationship, they're gonna be talking about recommending us to their friends without our having to ask them. That's that's the ideal. That's what we're aiming for here. So I get offers. Let me just take a little sip here. I have some feedback that the paper cups I was using my broadcast work. We're too sexy. So here's my Twitter cup, every livestream. I'm gonna show you a different coffee cup that I have because I tend to acquire a lot of. And by the way, that is a espresso decaf with oak milk. If you're curious and I can't wait for Starbucks to carry open itself, I'm digressing a lot here, and we're sort of running out of time. So Crystal barter with him from Yes, it is. You're trying to develop a women relationship, and every influence was different. So when I look at a hashtag, I have a person with 1000 email list that does seven figures. You're okay? Yeah. There's a lot to talk about here in terms of influence and generating money, but just getting back to the subject of And if I do my little banner here influencing marking for small businesses, the idea is that when you want to reach out, you wanna make it an offer that they don't want to refuse. So one way to do it obviously is open, and we love to collaborate with you. We don't know how you work with brands. I open to a phone call that is the easiest Broadway. But if you've done that and you're not getting any success, I don't like the immediate offer money. But I do like the offer of product or service and in fact, a lot of brands or find success working with nano influencers who just they're just offered product or service and think about it. If you were gonna pay what they say, the rates for engaging with influencers, the rate of working on influencers and we isn't just Instagram is example is for every 10,000 followers $100. I think that's almost come down the pike for every $10,000 followers more like 50 to 75. So you know we can send them a $50 gift card, which a lot of brands d'oh! Or we can offer them $25 a product or $50 worth of product experience. That I think is a lot more authentic. But it also gives them something to talk about in social media, right? I mean, if you're toe if you're a restaurant, it's just a no brainer that you won't invite people. If you're a hotel, it's a no brainer that you want to give them one night stay. That's that cost you nothing. And you're used to campaign, right? You're comping frictions all the time. So why would you do that? For influences? It kills me. And I talk about this law when, like a market into a company reaches out to me and says, Hey, we'd love for you to talk about us and social media on your block. We're gonna offer you a free 30 day trial and then I go to their website and they offer everybody the free 30 day trial. Why wouldn't you offer someone a free lifetime trial if you really want them to talk about you, so you need to be a little bit selfless here. You're building a relationship. If you're going out on a first date, you want to make a good impression. You're gonna take them out to a really nice restaurant. You might go in and out burger, depending on their taste. But chances are you're gonna invest a little money to make things right. You know, at the outset it's the same thing with influence Or so Like I said, everyone is different. Either start open, ended or find something that works with one influence or offered to others is really my advice here. Now, with the remaining time, the other thing that I want to talk about here is obviously developing the relationships. So you've offered something. They think they've taken it. You know, after a while, if they haven't posted about reaching out Hey, just one. And if you have any problems, hope you enjoyed our time at the restaurant. Or have you tried out the product Or, you know, what do you think? You know, we haven't seen you post on social. Would would really love if you could share your experience with your community, you're gonna find that not everybody's gonna post now if it's purely monetary and you have that contract, yes, they might post. But if you're just offering something for free, there's gonna be a bit of follow up. Expect to do that right? It's a sale. In other words, so you're gonna have to do that. And over time you're gonna find that there's gonna be some that are more responsive. Some that are less responsive, Some that get better engagement for their post, some to get less engagements. After a while, you may want to repeat with those that are really, really successful. And maybe on a monthly on a quarterly on a seasonal campaign basis, really reach out to them while you continue to expand the number of influences that you work with and you can also, as you reach out to new influence or say, Hey, we work with a B C. D. You know, we work with these people. We love to work with you as well. This is how we work, and you begin to give them ideas of how you can work with them based on how you work with other influences. So here's the thing. How much does it require to work with him for so you don't know until you start right? And the only way to start is a start. So I know that this was a very, very short 30 minute broadcast. I want to Hey, Christopher, I know that your wife is an influencer in Mexican food. A big box set tortillas is insufficient for a post by Mexican food blogger the brand or influence or must put cash in the game. Well, I would argue it really depends on the level of lager. It could be a special experience. It could be a year's worth of tortilla chips to work in all the recipes. So I think that depending on the influencer, I don't want you to do the default. They're just in it for the money. It may come down to money, but I want you to be open ended in how you reach out to them and in the conversation. Have and think of other ways that makes sense now if you'd rather give him $100 than a year's worth of tortilla chips. Awesome, right? It's also a financial decision that you need to make. But just like anything else, right, if you are in marketing, it requires money to get the word out about your product or service. And even if you're posting things were going with Ian Social Media. It is eat up. Your time in time is money. So whether you spend it in Facebook, at's what he's spending in Google ads or whether you have a new bucket of money for influencers you're gonna have to spend money to make money. That's to wait it. Sorry. Yes, there are viral word of mouth marketing components, but what's the best way to get word of mouth marketing today? It's working with influence is not what we're talking about here. All right, He just gonna see if there's any other questions here. As we wrap up a Christopher Katy, you to win the M V p of the day award. I'm gonna be reaching out to you. Thio give you your reward for all of your engagement. I encourage you all. As you listen to this podcast, make sure that you are logging into future live stream so that you can get the prize of the day as well. And yes, some brands, Christopher. Tremendous social reach. Yeah, the bigger your brand is the morsels from reach you have, obviously, the more advantageous it is to use. That's why, as a small business, right, getting back to the topic here, influence or marketing for small businesses. That's why uh you want to build your influence and building your insolence obviously begins by touching more people and building your social. Read just one more comment here. I don't see any questions coming in. Oh, I do see one question. Our software programs for mine influences worth of money. So at Social Media Marketing World this year 2019 Sorry for aging. My podcast. I specifically did not talk about the tools because I think that Marker's immediately go for the tools and they miss the big picture cause there are tools that lacks the Allied and directly hire influencers or find influences. But here's the thing. The tools are limited to the AP eyes that they ride into or to the people that have opted in to that community. So I want you to start without tools and then when it's like OK, it's just excellent marketing. I'm always like republishing this contact on a regular basis. Are there any tools of hold on me to republish the content automatically? And this ago, Agora polls has this cunt has an evergreen content. Your hey, Talyn has a smarter Q, right. So you don't want to be tool first you want to be concept first and then try to find the tools. Yes, there are tools that will help you. But what I find Christopher even with these tools is that you're going to have to go in and that the people Anyway, the tools are gonna help expose people, but you're gonna have to vet them anyway. We still live in an analog world. When we deal with people, right, there's only so much we can you digitally Yes, we can use match dot com the Disney find someone, But at the end of the day, there is an analog process. So, yes, there are match dot com tools out there, but at the end of the day, you need an analog process to vet them and make sure that they are right for you. Yes, some of us are fools for Jules. Don't be the to fool. Yes, I work with colleagues. Feels he got excited about a tool out start without those tools. Thank you, Katie. I just want to add one more comment here from Katie. Yesterday's do a lot of this work taking a step back with just in exchange for trying product. Have to like the product, see the results, and then I'll decide to share in my tie. Yes, influencers are being pinned by a lot of people you need to be cognizant of that. You need to become of their time. And as an influencer, you're are probably being more selective on dhe. True, you have to build relationships. I appreciate crisper Katie, you to rock? I don't know. The next time. One issue at you in person. Hopefully it soon. Just as a reminder. Here you have been listening to the maximize your social podcast. This is the episode of influence of marketing for small businesses, which I'm hoping is going to publish on the podcast very shortly. If you are interested in finding out more about the age of influence, I'll have this link in the show notes. But if you're looking at this on YouTube, Facebook live here is the link. And finally, if you haven't been subscribing in the podcast, I am already at about 140 episodes. So there's a lot you've been missing out on. Make sure you subscribe the Lincolns here. I'm gonna put it in the show notes. And I recently started syndication. I heart radio radio dot com, Even Google play. And obviously, if you're on Spotify stitch your iTunes, I'm there, you'll find me. So I hope they will subscribe. I want to thank you all. It's been fun talking to you. Hey, Katie. New York City next week. Hey, I'm in New York City next week. Okay, we have to talk about that. I actually teach at Rutgers next week, which is why I'm gonna be in New York City. But, hey, this is gents to meet a person. Yep. Christopher, short drive down the five in San Diego. This chance will be in San Diego later this month to see their yes 140 episodes. I have not been good at promoting my podcast, which is another reason why I do this live stream. So if you're interested in using podcasting lives, juice for repurpose and content, that's gonna be another episode. The podcast. But I think you all for joining in. I pretty much have a hard stop at noon. If you have any other questions, please feel free to reach out to me. Hit me up in social media comment on this video, Facebook live or when it publishes in YouTube. And as I like to say whenever I or come up to the O. C. Christopher child for now, CIA, Katie, as I like to see whenever at my podcasts make it a great social day, Everybody But I