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Gordon Glenister

Speaker at Gordon Glenister Ltd

Cambridge, United Kingdom

I help organisations connect with their audiences through membership programmes and influencer marketing strategy. I am an international speaker on influencer marketing and membership strategy. As a previous director general of a trade association, I have developed my career to now thought leadership in around the subjects of membership and influencer marketing. I run two podcasts on the subject. I have also written Influencer Marketing Strategy, published by Kogan Page. I am the CEO of MembershipWorld, the place for membership professionals. I am also the Global Head of Influencer Marketing at the Branded Content Marketing Association. I am a keen badminton player and Board member of the Arcola Theatre

Available For: Advising, Consulting, Influencing, Speaking
Travels From: Cambridge
Speaking Topics: Follow - unfollow the power of influencer marketing - The Netflix story - CEO - the personal brand

Speaking Fee $4,000

Personal Speaking Website: gordonglenister.com
Gordon GlenisterPoints
Academic0
Author136
Influencer34
Speaker0
Entrepreneur35
Total205

Points based upon Thinkers360 patent-pending algorithm.

Thought Leader Profile

Portfolio Mix

Featured Videos

How to get the most out of Linkedin and Linkedin Ads - Interview with Gordon Glenister and AJ Willcox
March 30, 2021
Gordon Glenister interviews the founder of business pressure group Forgotten Ltd, Gina Broadhurst
March 30, 2021

Featured Topics

Follow - unfollow

Follow, unfollow – what you will learn from this inspiring talk is the power of influence and why people follow some people and not others. My talk will unveil the magic ingredients of influence and why if the proper skills are applied anyone can be an influencer. As an author of influencer marketing strategy and podcast host on influence the global podcast shining a spotlight on the influencer marketing industry I am uniquely placed to share some amazing stories of successful influencers

The Netflix story - why this subscription based business took the world by storm

Netflix has become ingrained in our way of life, but what did they do right and what did their rivals not. My talk looks at the company's rise to fame but also how to build a multi-million subscription-based business that everyone wants to be part of. As the founder of Membership World and veteran of membership bodies, Gordon is well placed to share his insights on this subject

How to work the top influencers and create a strategy that works

My talk shares some of the best strategies you need to deliver award-winning influencer marketing campaigns and why leading brands are now including influencers in their marketing plans as a must. My talk will share numerous case studies that will leave the audience will a desire to build influencer strategy in their organisations

Company Information

Company Type: Company

Areas of Expertise

Business Strategy 32.74
Customer Experience 33.56
Customer Loyalty 34.95
Digital Disruption 30.29
Entrepreneurship 31.75
Innovation 31.15
Leadership 30.71
Management 33.30
Marketing 39.79
Public Relations 35.24
Retail
Sales 35.09
Social 44.07
Digital Transformation 30.35
Health and Wellness 30.15
COVID19 36.30
Future of Work 30.10
Diversity and Inclusion 33.87
Sustainability 33.43

Industry Experience

Consumer Products
Higher Education & Research
Manufacturing
Media
Professional Services
Retail
Textiles Production
Wholesale Distribution

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Publications

12 Article/Blogs
Print and branded merchandise still a powerful member engagement tool
Membership World
March 10, 2021
With so many people working from home how do you engage with your members, its digital all the way isn’t it. Well yes the rise of digital engagement has been huge but there is still a place for branded merchandise. In fact just to put a scale on the digital impact in just one internet minute there were 156 million emails sent, 29 million messages fired, 1.5 million Spotify songs played, 4 million Google searches made, 2 million minutes of Skype calls made, 350,000 tweets sent, 243,000 photos posted on Facebook, 87,000 hours of Netflix watched, 65,000 pictures put on Instagram, 25,000 posts made on Tumblr, 18,000 matches on Tinder, and 400 hours of video uploaded to YouTube.

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Tags: Social, Marketing, Public Relations, COVID19

The rise and rise of fashion and beauty influencers
Import from wordpress feed
March 05, 2021
The world is changing, driven by the rise of online technologies, social media and, to an extent we have, perhaps, yet to assess, the impact of the Coronavirus pandemic on how we live and work. What is clear, though, is that the way consumers make decisions about the brands they trust and will buy f

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Tags: Social, Marketing, Sales

Why we need nature to inspire our best thinking - where do you go?
LinkedIn
October 05, 2020
I take a walk every morning at a nature reserve which is on my doorstep. Most CEOs need to be away from the laptop to clear their head and think of how best to deliver solutions in these uncertain times.- to be honest I am sure many of you are zoomed out right now? So where do you go on your walks or jogs. Id love to hear from you on how and where you generate some of your best ideas

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Tags: Leadership, Health and Wellness

Impact study on Covid19 to membership bodies, associations and charities
LinkedIn
October 01, 2020
In one of the biggest studies of its kind to investigate the impact of Covid19 to the membership sectors, I conducted this research in July 2020 with a mixture of online surveys and over 30 interviews with CEOs of associations, professional bodies and charities. Please direct message me for a copy of the report Among the top line findings were:

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Tags: Leadership, COVID19

Are we facing a permanent new way of working from home?
Trade Association Forum
July 15, 2020
By Gordon Glenister, CEO of Gordonglenister.com

I was commissioned to complete extensive research into the impact of Covid-19 on membership bodies and trade associations which were surveyed. The results of this work highlighted a number of fascinating insights into how we have been affected by the Pandemic which were summarised in a report. In a series of four newsletter articles written for the Trade Association Forum, I will talk about some of these highlights with extracts from the report. The first in our series takes a look at the impact of working from home has had on our employee welfare.

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Tags: Social, Marketing, Future of Work

What’s the membership impact of Covid-19 on Trade Associations?
Trade Association Forum
June 16, 2020
Our guest writer Gordon Glenister, CEO of Membership World writes the third in our series of four articles with his insights from his Covid-19 Impact Report on trade associations.

As part of my 2020 membership impact report I spoke to a number of association CEOs about the effect that the pandemic was having on their membership – and I found some quite varied results. A lot of organisations have an annual renewal in January each year so in 2020 many of them were largely unaffected, but as we now are moving into 2021 still affected adversely by the virus, there is likely to have been some more erosion. Of those surveyed, some 47% had seen an actual rise in their membership in 2020. The recently merged National Registered Landlords Association had seen an increase of 20-30%, with 1,200 new members joining in March 2020 alone and just over 40% of survey respondents said they would delay or reduce membership payments as a result of the pandemic. Having said that, these organisations tended to largely represent the sectors which have been most affected. The British Promotional Merchandise Association, the members of which have been hit hard by the pandemic, took the decision to allow a payment break until September.

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Tags: Social, Public Relations, COVID19

Make sure you get your membership model right
Import from wordpress feed
January 31, 2020
When you are looking at your membership model, make sure you investigate a range of suppliers. Off the shelf options can be very cost effective but limited on specific requirements you may have and that’s a trade off you need to consider with a bespoke solution. I would recommend if you are lookin

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Tags: Social, Marketing, Sales

GETTING IT RIGHT WITH INFLUENCER MARKETING
Modern Retail
October 30, 2019
Influencer marketing is one of the fastest growing types of advertising media today, with major retail brands like Boohoo and ASOS benefiting from it. According to surveys, 90% of marketers now use some form of influencer marketing strategy and it’s seen by many as one of the best online acquisition methods for new customers and to grow loyalty.

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Tags: Social, Marketing, Sales

Exclusivity Creates Value
Import from wordpress feed
October 02, 2019
When you set up a membership club, you want the right people at the right price to join. I see countless examples where associations try and offer the same package to all their membership types and that often doesn’t work. You may want to consider a premium, platinum, VIP, patron or fellow type me

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Tags: Social, Marketing, Sales

How to segment your membership
Import from wordpress feed
May 07, 2019
There are many different ways you can segment your membership. What you decide to call the levels will be driven by whether this is an organisational or an individual membership. The advantages of segmenting your membership is that this will help you deliver benefits that are relevant to your differ

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Tags: Social, Marketing, Sales

How to measure your membership effectively
Import from wordpress feed
October 17, 2018
Why membership is a new driver of revenue for lots of organisations, for established clubs, associations, institutes, gyms and many others, there is a an increasing need to review the traditional models of membership. Millennial’s and younger people are not joining traditional bodies in big nu

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Tags: Social, Marketing, Sales

What are the different uses of promotional products?
Import from wordpress feed
October 05, 2018
Promotional products are an often understated but very powerful advertising medium.  So often buyers consider promo merch as a last minute purchase, in fact still over 80% of promotional merchandise is ordered and delivered within 10 working days, yet the average person keeps an item they value on

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Tags: Social, Marketing, Sales

1 Book
Influencer Marketing Strategy
Kogan Page
March 03, 2021
This is a complete authoritative guide to creating and developing an influencer strategy from setting your objectives, defining your plan, finding and working with influencers, executing campaigns and then evaluating their success. its packed full of tips, advice and loads of companies able to help you.

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Tags: Customer Experience, Business Strategy, Customer Loyalty

1 Founder
Isle of Green
Isle of Green
April 01, 2021
Sustainable clothing brand and buying with purchase that supports Barnardos charity with a 15% share of every item sold.

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Tags: Innovation, Sustainability, Entrepreneurship

1 Industry Council Chair
Branded Content Marketing Association - Chair of Influencer Marketing Steering Group Board
BCMA
February 10, 2018
An international expert in the areas of membership, promotional merchandise and influencer marketing, Gordon joined Team BCMA in 2018.

The experience Gordon brings to BCMA is extensive, from helping organisations create or revisit their strategic plan and explore a host of new opportunities aimed at driving profitable growth.

Gordon runs strategy workshops; helping organisations create or revisit their strategic plan as well as looking at new opportunities. Training; including the provision of content for online courses.

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Tags: Social, Marketing, Sales

4 Media Interviews
how-to-use-influencer-marketing-to-support-your-business-purpose-and-values
Chartered Institute of Public Relations
February 05, 2021
Never has there been a better time to promote a brand purpose though KOLs (key opinion leaders) or influencers. Why? Because having brand advocates convey your message in an authentic manner often resonates better with your target audience than the brand itself. Only a staggering 1% of millennials trust traditional advertising and are more likely to trust those online with authentic voices.

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Tags: Digital Transformation, Public Relations, Social

Interview With Gordon Glenister – Global Head Of Influencer Marketing
TRO
June 17, 2020
In today’s interview, we had the opportunity to speak with Gordon Glenister, Global Head of Influencer marketing and presenter of Influence Podcast, BCMA (Branded Content Marketing Association).

He is an international expert in the areas of membership, promotional merchandise and influencer marketing. He lead an industry as director general. Won awards for sales excellence in his earlier life and been a judge at the Institute of Promotional Marketing Awards, British Excellence in Sales and Marketing and also a qualified digital marketer.

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Tags: Social, Marketing, Public Relations

‘If content was king yesterday, it’s emperor today’ – influencer marketing enters golden age – PRWeek – Sharecaster Network
PR Week
April 05, 2020
Editor of PR Week John Harrington, interviewed me on the importance of content marketing and the part that influencer marketing plays within that

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Tags: Social, Marketing, Public Relations

PR week
www.haymarket.com
January 08, 2020

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Tags: Digital Transformation, Digital Disruption, Public Relations

21 Podcasts
S3 Ep2: Working With Influencers Helped EA Games Get Half A Million To A New Game Reveal
Gordon Glenister
March 30, 2021
Influence the Global podcast shines a spotlight on the influencer marketing industry. In these episodes you will hear from leading influencers, digital creators, influencer platforms, agencies, legal experts and brands who will share life experiences, insights and strategies to help you. Hosted by Gordon Glenister, Global Head of Influencer Marketing at the Branded Content Marketing Association (BCMA) who launched a new division, BCMA Influence, to support the influencer marketing industry. So if you want to find out more, subscribe to listen. Produced by Neil Whiteside at Freedom:One

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Tags: Social, Marketing

S3 Ep1: Pitch Influence Winner And Coffee Vlogger QuantumCaza Shares His Story
Gordon Glenister
March 23, 2021
Pitch Influence winner Alfie AKA QuantumCaza who is a Caffeinated Content Creator tells his story including the ups and downs of what it was like in his early childhood. He wanted to create video content that included animations. Animation is one of the biggest storytelling tools and so he commissioned an animator to tell part of his story. Alfie talks about the importance of having a niche when creating content and that’s why he chose coffee. “There is no such thing as bad experience – you are going to learn from it”. An active networker, Alfie misses events and talks about isolation and how content creators have been impacted by the pandemic.

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Tags: Marketing, Diversity and Inclusion, COVID19

S2, Ep21: What's It Like to Run An Influencer Talent Agency
Gordon Glenister
March 05, 2021
In this episode Gordon Glenister, Global Head of Influencer Marketing at the BCMA, speaks with Danny Lowney, who is the Managing Director of Sixteenth Talent who talks about what it's like to run an influencer marketing talent agency. Danny explains the role the team in commercialising opportunities from the traditional publishing deal to more expansive co-created product. He talks about top YouTuber, Gabriel Sey and how they are repositioning him as a Dad in the fitness space creating a whole new audience for him. Also, how creating a new stationery brand with Jack Edwards proved extremely successful. Danny starts by telling me a little about what the agency does.

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Tags: Management, Marketing, Diversity and Inclusion

S2, Ep19: In Conversation With Sophie Clark From Talkwalker
Gordon Glenister
February 21, 2021
In this episode, Gordon Glenister, Global Head of Influencer Marketing at the BCMA talks with Sophie Clark, Marketing Lead for social analytics platform, Talkwalker, the leading insights platform. Sophie shares the key findings from in-depth research...

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Tags: Social, Leadership, Marketing

S2, Ep20: Apprentice Contestant & Founder Of Moxiloves Beauty, Pamela Laird Talks About Working With Influencers
Gordon Glenister
February 09, 2021
In the episode, Gordon Glenister, Global Head of Influencer Marketing at the BCMA, speaks to Pamela Laird apprentice contestant and founder of Irish Beauty brand Moxi Loves. She talks about her passion for beauty and nail products and how Instagram and...

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Tags: Social, Leadership, Marketing

INFLUENCE GLOBAL PODCAST - S2-EP17: IN CONVERSATION WITH KARYN SPENCER, CMO OF GLOBAL INFLUENCER AGENCY WHALAR
Gordon Glenister
January 28, 2021
In this episode, Gordon Glenister, Global Head of Influencer Marketing at the BCMA, talks to the super impressive Karyn Spencer recently appointed CMO of the influencer marketing agency Whalar. Karyn has had an amazing career as a talent manager to Ashton Kutcher and has worked with Celebrities like ’50 Cent’ and Tyra Banks as well as being behind the first ever influencer agency founded by P-Diddy, Ari Emanuel and Oliver Luckett.

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Tags: Social, Leadership, Marketing

INFLUENCE GLOBAL PODCAST - S2-EP16: HAEM ROY – PRESIDENT OF BCMA CANADA TALKS ABOUT BRANDED CONTENT AND INFLUENCER MARKETING IN CANADA
Gordon Glenister
January 28, 2021
In this episode edition, Gordon Glenister, Global Head of Influencer Marketing at the BCMA, talks to Haem Roy, who is the President of BCMA in Canada. I wanted to get a different perspective from other countries on what sort of trends are impacting influencer marketing and branded content. Haem is a storyteller and a global Creative Strategist, Omni-channel Marketer and Branded content expert. A speaker and panelist, she co-hosts the BCMA Canada Candid chats and actively advocates for diversity and inclusion. She started by telling me a little about her personal story.

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Tags: Social, Marketing, Diversity and Inclusion

INFLUENCE GLOBAL PODCAST - S2-EP15: THE GROWTH IN CONSUMER AMBASSADOR PROGRAMMES FT. PAUL ARCHER
Gordon Glenister
January 28, 2021
Paul Archer, CEO and founder of brand advocacy platform Duel talks with Gordon Glenister, Global Head of Branded Content at the BCMA, about the growth in consumer ambassador programmes. Brands are realising that campaigns that involve consumer advocates (fans) come often be seen as more authentic and deliver higher engagement than big celebrity endorsers.

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Tags: Social, Management, Marketing

INFLUENCE GLOBAL PODCAST - S2-EP14: WHAT DOES IT COST TO HIRE AN INFLUENCER
Gordon Glenister
January 28, 2021
Influencer agency boss Mark Dandy, Founder of Captivate Influence, talks about how much an influencer campaign costs. He tells Gordon Glenister, Global Head of Influencer Marketing at the BCMA that there are many variables in attributing cost to an influencer campaign. Whether it’s on Instagram or YouTube, you need to look at influencer engagement rates, content quality, values match and so much more. As someone who negotiates with influencers on a daily basis, we hear from the expert on what it takes to get it right.

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Tags: Social, Management, Marketing

INFLUENCE GLOBAL PODCAST - S2- EP13: WHY BEING A THOUGHT LEADER IS THE NEW INFLUENCER FT. WARREN CASS
Gordon Glenister
January 28, 2021
We hear from trainer and speaker, Warren Cass as he talks to Gordon Glenister, Global Head of Influencer Marketing at the BCMA, about what it takes to be a thought leader. Who is really answering the questions of their audience? Warren talks about the fact there is a vast array of insights available currently, but the ‘thought leaders’ and ‘change makers’ that are winning, are those that are helping their clients make sense of it. Will technology help thought leaders develop more of their personal brand?

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Tags: Social, Leadership, Marketing

INFLUENCE GLOBAL PODCAST - S2-EP12: HOW INFLUENCER MARKETING IN THE TRAVEL INDUSTRY HAS CHANGED
Gordon Glenister
January 28, 2021
2020 was a difficult year for many in the travel industry. In this engaging interview Gordon Glenister, Global Head of Influencer Marketing at the BCMA, talks with content creator Charlie Wild from the Travel Project and also from global influencer manager at Visit Britain Marianne Fakinos. Charlie talks about how more outdoor and adventure brands have approached him and one of the projects involved canoeing the length of the Thames. One of the campaigns Visit Britain ran in September involved a diverse micro influencer group and not just from travel but from other niches like lifestyle and fashion with some really great results.

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Tags: Innovation, Social, Marketing

S2, Ep18: In Conversation With Jeanette Okwu, Founder of Beyond Influence
Gordon Glenister
January 08, 2021
In this episode, Gordon Glenister, Global Head of Influencer Marketing at the BCMA talks with the Founder of Beyond Influence an influencer marketing platform. Jeanette has over 10-years experience in the industry and shares her views on the way the...

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Tags: Social, Leadership, Marketing

THE MEMBERSHIP WORLD PODCAST - EPISODE 06: HOW TO CREATE ENGAGING PODCASTS FOR YOUR ASSOCIATION OR MEMBERSHIP BODY
Gordon Glenister
November 18, 2020
Podcast expert Christina Moore talks about the winning formula for a successful podcast.

From the tools you need, the length of a typical episode, how to monetise your show, how to market your podcast and which of the best presenters to follow… Christina has a wealth of experience; having previously worked at Apple and the BBC World Service.

She is also a judge at the Podcast Awards.

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Tags: Social, Management, Marketing

INFLUENCE GLOBAL PODCAST - S2-E11: HOW TO GET 24M VIEWS ON YOUR CHANNEL – TIK TOK STAR SHERICE BANTON
Gordon Glenister
November 18, 2020
Sherice Banton is a Tik Tok comedy star with over 1.7m fans on her channel. Her success has been around comedy sketches. One of her most successful projects was creating a single story spread over 11 Tik Tok videos and it ‘blew-up’ to over 24m views. Now a full-time creator she works with a number of top brands. Sherice talks to Gordon Glenister, Global Head of Influencer Marketing at the BCMA, about her life and her experiences as a content creator.

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Tags: Social, Management, Leadership, Marketing

THE MEMBERSHIP WORLD PODCAST - EPISODE 01: VIRTUAL EVENTS FOR MEMBERSHIP ORGANISATIONS
Gordon Glenister
October 15, 2020
In this episode Gordon Glenister talks to Debbie Hockham Executive Director of Memcom about their transformation from a physical event to an online one. In addition, CEO of the Meeting Design Institute Maarten Vaneste talks about how well run online meetings can do great things for membership organisations… but its about making sure you plan well, rehearse and practice with friends and family before tacking a global audience of hundreds or even thousands! Maarten shares his worldly knowledge in the sector.

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Tags: Digital Transformation, Social, Marketing

THE MEMBERSHIP WORLD PODCAST - EPISODE 02: IN CONVERSATION WITH CEO PETER WARD
Gordon Glenister
October 15, 2020
Gordon Glenister talks to Peter Ward the CEO of the UK Warehousing Association about how they managed through Covid-19 lockdown and how introducing one important benefit helped entice new members to join the organisation.

Peter also talks about working collaboratively with Government helped create a greater level of member engagement through a successful communication programme.

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Tags: Social, Marketing, COVID19

THE MEMBERSHIP WORLD PODCAST - EPISODE 03: GROWING MEMBERSHIP BY BECOMING THE CENTRAL PLACE FOR ADVICE
Gordon Glenister
October 15, 2020
In this episode Gordon Glenister, interviews Andy Burman the CEO of the BDA, the association for dietitians. Faced with the challenges of the pandemic the BDA became a central point for advice around diet and particularly for diabetes sufferers, which in turn saw their membership grow.

The organisation saw an increase in its web traffic of close to 400%. The message here is about the importance of keeping your members engaged and communicating to them on a regular basis and how that helps drive greater engagement.

Their membership grew significantly over the period as a direct result of their communication strategy. Listen in to find out what they did!

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Tags: Management, Leadership, Marketing

THE MEMBERSHIP WORLD PODCAST - EPISODE 04: USING TECHNOLOGY IN THE MEMBERSHIP SECTOR
Gordon Glenister
October 15, 2020
Gordon Glenister talks with Glenda Parker the CEO of leading NFP consultants Hart Square about.

In this episode we discuss the impact of technology in the membership space and why even in a Pandemic, lots of tech projects are still going ahead, as membership bodies want to get smarter and better connected to their members.

Gordon also talks about some of the highlights from the membership research conducted in the summer of 2020 about the impact of Covid-19 to the sector.

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Tags: Digital Disruption, Social, Marketing

THE MEMBERSHIP WORLD PODCAST - EPISODE 05: HOW TO GROW YOUR MEMBERSHIP THROUGH EDUCATION AND ONLINE EVENTS
Gordon Glenister
October 15, 2020
Gordon Glenister talks with Lee Davies, CEO of the Chartered Institue of Patent Attorneys on how to grow one’s membership through education and online events.

In this episode we hear about how a professional body has been able to keep its membership engaged through Covid by offering relevant content, chargeable webinars and events.

With online conferences making it easier to access global experts the value to the community has been greatly enhanced. Membership has been growing year on year with a retention rate of in excess of 97%.

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Tags: Innovation, Management, Marketing

INFLUENCE GLOBAL PODCAST - S2-E10: HOW TO TACKLE SENSITIVE SUBJECTS
Gordon Glenister
October 14, 2020
In this episode Gordon Glenister, Global Head of Influencer Marketing at the BCMA, speaks to Sophie Crowther, Head of Talent (Asia Pacific) at top global agency Brave Bison to discuss how to manage campaigns tackling sensitive issues. Sophie talks about the amazing results achieved from a campaign run with the Internet Watch Foundation about how best to tackle the issue when you see indecent images online and how best to report them. After an extensive search, the campaign team found two top influences, Aaron Crascall and EmanSV2 both from very different backgrounds to front the story. Listen to find out more about what they did.

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Tags: Social, Management, Marketing

INFLUENCE GLOBAL PODCAST - S2-E9: INFLUENCER MARKETING TRENDS – IMPACT OF COVID-19
Gordon Glenister
October 14, 2020
Leading influencer specialist Andrew Kamphey, editor of Influence Weekly shares his insights on the influencer market, and still believes the industry is worth $50bn.

Kampney is also the creator of Creatorscape, a unique insight into the key players in the industry. He talks about the growth and importance of online marketing. Recent stats from Bank of America says 8-weeks growth in 2020 has equated to that of the previous 10 years and traditional marketing has suffered hugely. People are spending even more time online but harassment and bullying are still prevalent.

View-time and livestream is considerably up year-on-year and engagement is also ‘way up’ says Kamphey. Come and listen to more of what Andrew has to say about some of the latest trends in influencer marketing.

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Tags: Social, Management, Marketing

Radar

Blog

1 Article/Blog
How to find influencers that resonate with your brand
Thinkers360
March 29, 2021
Influencer marketing delivers as much as 11x more ROI than other media when done well. So you want to work with influencers to help build brand awareness and increase sales but where do you start ?

Set goals and objectives

You want to make sure that before you decide why to work with an influencer or thought leader you consider what you want them to do for you and what is the desired outcome. It maybe that you want to work with them to collaborate on a new brand launch, create a joint white paper, conduct a product review, help you generate ticket sales for your conference, host an online panel, have them as a guest on your podcast. Or it could be to create social buzz and engagement.

Do your research

Before you reach out to an influencer there is a lot of research to do. You want to know who is talking about your brand and or target message online and on what platform will this be on Linkedin, Twitter or Instagram for example. You can simply look at google and hashtag searches of your keywords and see who is coming up. You can start with building up lists of influencers that resonate with your brand by what their content looks like. You'll need to know a lot more about their audience to determine their relevance. For example, you may see a great female fitness influencer with 200k followers on Instagram but her audience maybe 80% men that has no value if your product is targeting women Equally if you had a Vegetarian restaurant in London, and that a chosen influencer had 80% of his audience in South America that would be irrelevant. It's not as easy to get such detailed analytics on the follower base on all social platforms. When it comes to B2B influencers there are influencer platforms that enable you to source influencers much more easily.

Direct outreach

Once you have done your research on the type of influencers you want to work with then you can contact them directly through direct mail although some of them are managed by talent agencies Be aware that a high percentage will reject direct email or social media direct messaging and you may get zero response. Influencers have worked hard to develop an engaged audience and they will only work with brands that resonate with their brand values or add value to their community in some way. I always suggest those you want to work, start commenting or liking their content, show you are interested and when you do approach them do so with knowledge of what they are doing already. This will have a far greater impact In this direct approach make it crystal clear as to the purpose of the collaboration and what you see as a benefit for you both. You may want not to share everything in this message, ie prick their interest. Fundamentally you want to start the foundation of a relationship.

Hi, X

My name is Gordon, it’s a pleasure to e-meet you. I am the chief marketing officer for an exciting new fashion brand and noticed your engaging content. We pride ourselves on creating great working relationships with influencers and we see it as a core part of our marketing strategy We are looking to run a campaign in the coming months and would like to work with you on a paid partnership if this is of interest. Let me tell you a bit more about who we are

We are a lifestyle fashion brand targeted mainly at women between 18-40. We will be promoting our summer collection and like to consider a series of photos, videos, stories in different styles. Typically we would like 2 stories and 2 Instagram posts over the campaign.

We would need this content by the 28th May. We would provide you with a discount code and will need usage rights for one year from the start of the campaign. Here is the website for you to check out www.abc.com and our campaign hashtag is #fashionlabel

Can you quote for the above campaign.

Please do ask if there is anything further you need from us

Thank you


*Influencer marketing strategy, Kogan Page

Working with an influencer platform

A lot of the research is made substantially easier by working with an influencer marketing platform that will help you search influencers against set criteria, and you'll be able to see an influencer credibility score often ie the quality of the audience demographic is very important. Some of the full-service platforms will have contracts built-in, influencer payment models, campaign management, and full analytics.

Working with influencer agencies

There are many social media and marketing agencies but influencer agencies are dedicated to this space and know how to guide clients through this process. Influencer marketing is a skill and you'll find its very easy to make mistakes which is why I tell my clients to work with experts if they are serious about investing in the media.

Influencer apps

There are a number of influencer apps on the market that enable you to put briefs into a platform and then influencers put proposals back to you so you can see which individuals you want to work with. This allows you to see different types of content before you have contracted an influencer There are other apps that are event focussed and the company will deliver influencers to your event for a set fee

Going to events

Networking at events can be a good way to meet people face to face or online and potentially build up a relationship and then when the opportunity comes the likelihood of a successful collaboration may work better

Word of mouth

Never forget to talk to colleagues and friends because they may know suitable candidates too and therefore this will broaden your catchment area.

Summary

To get the right people takes time so invest in research after all they are future ambassadors of your brand and the goal has to be to build a longer-term relationship

If you are serious about investing in the sector, might be worth considering an influencer platform or agency to help you, I am happy to share some suggestions

Measure the success of your campaigns because inevitably you may get different successes and learn from these for future influencer outreaches

Gordon Glenister is the author of "Influencer Marketing Strategy" and host of Influence the global podcast that shines a spotlight on the influencer marketing.

See blog

Tags: Social, Marketing, Sales

Opportunities

2 Panels
Influencer marketing

Location: Virtual    Date Available: May 10th, 2021    Fees: 2000

Submission Date: March 27th, 2021    Service Type: Service Offered

I am a keynote speaker but also a well-accomplished influencer marketing panel host. I have interviewed major brands like Facebook, Unilever, Pernod Ricard, Oxfam and many others. If you are interested in curating a marketing conference with influencer marketing as part of it, I would love to help you. I have many contacts with influencers too

Respond to this opportunity

Influencer marketing

Location: Virtual    Date Available: May 10th, 2021    Fees: 2000

Submission Date: March 27th, 2021    Service Type: Service Offered

I am a keynote speaker but also a well-accomplished influencer marketing panel host. I have interviewed major brands like Facebook, Unilever, Pernod Ricard, Oxfam and many others. If you are interested in curating a marketing conference with influencer marketing as part of it, I would love to help you. I have many contacts with influencers too

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Gordon Glenister