201: Winfluence: Reframing Influencer Marketing to Reignite Your Brand [Jason Falls Interview]

201: Winfluence: Reframing Influencer Marketing to Reignite Your Brand [Jason Falls Interview]

Jason Falls is one of those guys in digital marketing I have had a ton of respect for many years. Imagine how surprised he was - and then how I was - that we both found out we were writing books on influencer marketing at the same time!

I beat Jason to the punch, but for anyone who read The Age of Influence, Jason's new book, Winfluence, is a must-read. We discuss the background for his book as well as Jason's uniquely holistic perspective on the value of influencer marketing.

Key Highlights

[01:39] Introduction of Podcast Guest, Jason Falls

[05:55] Who is Jason and What He Does?

[08:43] How Jason Introduce Influencer Marketing to His Clients

[12:21] The Story Behind "Winfluence: Reframing Influencer Marketing to Ignite Your Brand"

[15:02] What Jason's Book Covers?

[20:46] How Does Jason Measure Success Of The Metrics?

[22:07] The Process of Content Creation

[24:17] Jason's Recommendation on Creating Influencer Marketing Campaigns

[26:32] Why Finding the Right Influencer Matters

[31:52] You Need to Get Different Perspectives In Whatever You Do!

[33:53] Connect with Jason Falls

[26:39] Jason's Last Advice

Notable Quotes

  • If you want to use influence marketing, rather than influencer marketing, just a subtle change in how you say things, what you're doing is you're ultimately saying, Okay, what is the audience we're trying to reach and what do we know about them? 
  • It all goes back to what's your goal? What are you trying to accomplish and once you know that, Who's your audience? What do you want them to do? When you identify the audience really well, then you're able to ask the question, okay, who or what influences them? How do they make buying decisions? How do they make decisions on changing their mind on certain issues? Is it they have conversations with family and friends, which it probably is that to a degree but do they also go online to look for information about the products or services that we sell and so it's really kind of identifying Okay, Who or what channels do they look to, for that type of information? 
  • So anybody can do this if you identify the right person who impacts the audience you're trying to persuade? And if you find that one influencer and you just reach out and start a relationship, and make friends with them, and say, Okay, what value can I provide to them, so that I might get value back from them and their audience in return?
  • The more you invest in the relationship, obviously, the higher the return.
  • This is not complicated. And people who have influence are probably thirsty to work with you. It's just finding the right one to approach to say, hey, what can we do together?

Reference Links for Jason Falls:

Reference Links for Neal Schaffer: