257 episodes

Want Instagrammers and YouTubers to mention your brand? Or do you want to influence an audience to buy your product? Winfluence - The Influence Marketing Podcast explores the world of influencer marketing from a strategic perspective to help your influence efforts align with driving business value. Host Jason Falls, author of the companion book Winfluence: Reframing Influence Marketing to Ignite Your Brand, interviews brand managers, agency strategists, software vendors and influencers themselves to uncover the art and science of influencing audiences to try, buy or think differently. There's a difference between using influencers and actually influencing. Discover that difference and explore both online and offline influence on Winfluence.

Winfluence - The Influence Marketing Podcast Jason Falls

    • Business
    • 5.0 • 18 Ratings

Want Instagrammers and YouTubers to mention your brand? Or do you want to influence an audience to buy your product? Winfluence - The Influence Marketing Podcast explores the world of influencer marketing from a strategic perspective to help your influence efforts align with driving business value. Host Jason Falls, author of the companion book Winfluence: Reframing Influence Marketing to Ignite Your Brand, interviews brand managers, agency strategists, software vendors and influencers themselves to uncover the art and science of influencing audiences to try, buy or think differently. There's a difference between using influencers and actually influencing. Discover that difference and explore both online and offline influence on Winfluence.

    The Cocktail Party Method to Grow Your Own Influence

    The Cocktail Party Method to Grow Your Own Influence

    Let’s talk about building your influence. And I don’t mean growing your follower count on social networks. I mean really growing the number of people that you have some degree of influence over.
    Now, for some of you who want to build a following online or offline and have true influence. Perhaps you want to be content creator that does brand deals and gets paid to create on social media channels. Or maybe you have political aspirations. Or you just see the value in growing your audience or network that you have an impact upon.
    Others of you probably see the value in growing the influence your business has. Perhaps over prospective customers. But more specific to what we talk about on this show, maybe you want to grow your influence over the influencers in your space.
    When you remove the guardrails of influencer marketing and stop focusing solely on follower counts and social networks online, you start to see true influence. That is often built offline. Face-to-face. At events. Think of it networking, not social networking which now seems to imply online.
    When I happen to stumble upon a person, brand, case study or resource that can help me explain and emphasize the offline part of influence marketing, without the R, I latch on to it. And I recently found one such resource.
    Nick Gray is an entrepreneur that you could say was an original influencer. He started a website and company on the side in the mid-2000s called Museum Hack. He did what he calls “renegade tours” of the Met and similar museums in New York City. The content exploded and Museum Hack became a full-fledged business with 50 employees. He sold it in 2019.
    Nick’s climb to the top of the entrepreneurial success ladder, however, sprouted from a socially awkward kid who moved to New York City in his early 20s. The way he networked and grew his influence inspired a now five-year-long project that resulted in a book. It’s called The 2-Hour Cocktail Party: How to Build Big Relationships with Small Gatherings.
    Nick and I caught up recently to talk about his book, the idea of hosting cocktail parties to grow your local and community influence and how the ideas in the book can help content creators and brands alike become more influential. Not just leverage influence or influencers.
    Today's episode is presented by Tagger, the complete influencer marketing platform. Get a demo to see if Tagger is right for you at jason.online/tagger.
    And don't forget to claim your $100 advertising credit on LinkedIn by going to LinkedIn.com/winfluence.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 34 min
    How to Leverage CSR and PR Channels to Influence

    How to Leverage CSR and PR Channels to Influence

    I share a lot of my own opinions about influence marketing here on the show. But of course the meat of what we do here is mine the brilliant minds of our guests. I make no claim to be the know-all and end all to influence marketing. 
    Sure, I have a perspective on the practice and industry I think is unique and expands your thinking about it. I believe that’s why you listen. And I thank you for that. 
    But some of the people that I share ideas with behind the scenes are some awfully smart folks, too. And I would be doing you a disservice if I didn’t elevate those voices and perspectives as well.
    Sarah Panus is steep in experience working with big brands and influence marketing. She’s worked with Sleep Number, Starbucks, Nestle … among others. Her experience led her to develop her own categorizations of influencers and a smart way of thinking about and executing influence marketing campaigns.
    Sarah also happens to be the host of a mighty fine podcast called Marketing With Empathy. It is one of our sister shows on the Marketing Podcast Network. As one might assume from the title, Marketing With Empathy is about far more than influence marketing. But because influencers are top of mind for brand managers that listen to her, and because approaching them with empathy is just plain smart, the topic pops up on the show from time to time.
    Sarah recently did a series of episodes about her six categories of influencers. These are stakeholders or pools of people one might turn to for an influence marketing campaign. Celebrities is one. Current customers is another, and so on.
    Today on Winfluence, I’m going to share an excerpt from her episode on CSR and PR contacts that can serve as influence conduits for your brand. That’s right … tapping into corporate social responsibility contacts and media and public relations relationships to further your influence campaigns.
    Sarah will certainly give you more to chew on about how to think of it as influence marketing rather than influencer marketing on this episode.
    Don’t forget to drop Winfluence a rating or review on your favorite podcast app. Also, if you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. I send it every 4-6 weeks and go deep on a topic to make your influence marketing smarter.
    Want to make a future episode of Winfluence awesome? Ask your question about influence or influence marketing that you want my answer to or take on. Send me an email to jason@jasonfalls.com. If you’re feeling adventurous, record a voice memo on your phone and email me that file. I’ll let you ask the question right here on the show using the recording. Regardless of how you ask it, I may use your comment on a future episode or your question to inspire a show topic. If I do, I’ll send you a signed copy of Winfluence the book as a thank you!
    Today's episode is presented by Tagger, the complete influencer marketing platform. Get a demo to see if Tagger is right for you at jason.online/tagger.
    And don't forget to claim your $100 advertising credit on LinkedIn by going to LinkedIn.com/winfluence.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 24 min
    Expanding Your Reach�With or On Podcasts

    Expanding Your Reach�With or On Podcasts

    If you’ve listened to Winfluence for any length of time, you know that for the influencers and content creators out there, I’m bullish on building and growing your owned content channels. Blogs, websites, email newsletters, podcasts … the properties where you own the content and the audience. As opposed to social networks where your content is on someone else’s website and the audience is not yours but theirs.
    So I typical recommend content creators consider starting a podcast. It’s a great way to have a deeper, more personal and long-form connection with your audience. It’s also a great way to network with other creators and grow your audience by having them on as guests, assuming they’ll promote their episode to their followers. Most people do. 
    But I also make that recommendation with a caveat: You have to really want to do it to make it work. If you are hesitant at all, hosting your own podcast isn’t a good idea. But you can still leverage other people’s podcasts by being a guest. Share your insights and opinions with other people’s audiences in hopes they’ll come over and become a member of your following, too.
    Brittany Brown and Rob Winters were so frustrated finding great guests for their agency’s podcast, they started what is essentially a dating app for podcast hosts and potential guests. It’s called PodOps. It’s an app. You download it to your phone. If you host a podcast you set up a host profile. If you want to promote yourself as a guest, you set up a guest profile.
    The app then matches interests and subject matters in a dating app style connection. The hosts find guests they’re interested in. The guests find relevant podcasts to be on and spread their message. 
    I invited Brittany and Rob to come on the show and talk about the ins and outs of the app and who it benefits the most. But we also talked about the explosion of podcasting in general. Why your business or brand, whether it’s as a creator or a more traditional company, should start a podcast and a lot more.
    Even if you’re just interested in being a guest on podcasts, you should give today’s episode a listen. It’ll help steer you in a good direction. You just might find PodOps is a great way to get booked … or find guests.
    Don’t forget to drop Winfluence a rating or review on your favorite podcast app. Also, if you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. I send it every 4-6 weeks and go deep on a topic to make your influence marketing smarter.
    Want to make a future episode of Winfluence awesome? Ask your question about influence or influence marketing that you want my answer to or take on. Send me an email to jason@jasonfalls.com. If you’re feeling adventurous, record a voice memo on your phone and email me that file. I’ll let you ask the question right here on the show using the recording. Regardless of how you ask it, I may use your comment on a future episode or your question to inspire a show topic. If I do, I’ll send you a signed copy of Winfluence the book as a thank you!
    Today's episode is presented by Tagger, the complete influencer marketing platform. Get a demo to see if Tagger is right for you at jason.online/tagger.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 31 min
    What If We Have the Focus of Influencer Marketing All Wrong?

    What If We Have the Focus of Influencer Marketing All Wrong?

    What if we have the formula for influencer marketing all wrong? What if all this organic content creation and brand collaborations is like driving the wrong way down a one-way street?
    I’m not throwing this out there as hyperbole. I mean it. What if we have it all wrong?
    Let’s deconstruct the construct for a minute. What we’re trying to do is persuade an audience to take action. We want them to buy or try our product, become more aware of what we’re doing or persuade them to think a certain way about one thing or another. 
    Where is influencer marketing in that equation? In the middle. They are a channel to get to that audience, assuming we can’t get to them otherwise. Or perhaps it’s an additional way to get to them to compliment the other paths we carve.
    The question we raise here on Winfluence frequently is why, then, are we focused on the influencer if what we’re really trying to do is influence? We need to be focused more on the audience.
    What if we could target an influencer’s audience, but not have to risk taking anything away from their relationship with their audience, and still compensate them for being able to do so?
    One company has taken that approach … reverse engineer the process and focus on getting brand advertisements in front of the most relevant segment of an influencer’s audience … the actual people, not look-a-likes … to compare ad performance against its regular social ad buys. When you find an influencer audience segment that works, you’re more efficient and effective with your spend and succeed faster.
    The company is called Posse.io. It’s CEO and founder Aaron Bruce and I caught up recently to blow up everything we’ve thought was the best way to leverage influencers and chart a different path to influence marketing, without disregarding or disrespecting the influencers. In fact, brands using Posse.io’s approach not only compensate the influencer, but help them keep sponsored content from watering down their organic, high-engagement posts. 
    Get out your notebooks and open your minds today, kids. We’re going to look at the industry very differently after you hear my chat with Bruce today on the show.
    Don’t forget to drop Winfluence a rating or review on your favorite podcast app. Also, if you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. I send it every 4-6 weeks and go deep on a topic to make your influence marketing smarter.
    Want to make a future episode of Winfluence awesome? Ask your question about influence or influence marketing that you want my answer to or take on. Send me an email to jason@jasonfalls.com. If you’re feeling adventurous, record a voice memo on your phone and email me that file. I’ll let you ask the question right here on the show using the recording. Regardless of how you ask it, I may use your comment on a future episode or your question to inspire a show topic. If I do, I’ll send you a signed copy of Winfluence the book as a thank you!
    Today's episode is presented by Tagger, the complete influencer marketing platform. Get a demo to see if Tagger is right for you at jason.online/tagger.
    And don't forget our big offer from LinkedIn! Get $100 in free ad credits just for listening to Winfluence. Go to linkedin.com/winfluence to sign up and get your C-note for LinkedIn advertising.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 41 min
    The Insights Software That Finds What Influences Consumers

    The Insights Software That Finds What Influences Consumers

    The first social media conference I ever attended was a Search Marketing Expo event back in 2007 or 2008. While it was being put on by a search-focused company, it was all about social media. I thought it would be a good place to learn and listen and see if my ideas on this emerging space could hold water to others thinking about it.
    But because it was run by search folks, the roster of speakers included a bunch of SEO folks. And one of those was the founder of a little upstart company in Seattle called SEO Moz. Rand Fishkin grew that company into a rebrand to just MOZ. Today, it is one of the most successful SEO and SEM data and services companies in the world. 
    I’m a customer. I’ve also taken a lot of their courses. Knowing SEO helps my day-today. I was lucky to have met Rand then and have followed him through the years.
    In 2018, he left MOZ, though he’s still on the board, I believe. Now he’s started a new company that is focused on helping brands figure out what influences its prospective customers. SparkToro is a platform that scrapes public profile data from social media accounts, then analyses it to offer consumer insights to its customers. 
    It’s part market research. Part data analysis. And part influence marketing platform. 
    And yes, I said influence marketing platform. In fact, I even ask Rand during our conversation if SparkToro is the software version of the philosophy we talk about here on Winfluence … that we’re in the business of influence marketing, not influencer marketing. Wait until you hear his answer.
    I invited Rand to chat with me over on Digging Deeper, my interview series for Cornett. But the conversation was super relevant for us here on Winfluence, too. So I’ve pulled that out and have it her for you today. 
    We talk to Rand Fishkin of SparkToro about what influences people, how to find out and what to do with that information today on Winfluence.
    Don’t forget to drop Winfluence a rating or review on your favorite podcast app. Also, if you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. I send it every 4-6 weeks and go deep on a topic to make your influence marketing smarter.
    Want to make a future episode of Winfluence awesome? Ask your question about influence or influence marketing that you want my answer to or take on. Send me an email to jason@jasonfalls.com. If you’re feeling adventurous, record a voice memo on your phone and email me that file. I’ll let you ask the question right here on the show using the recording. Regardless of how you ask it, I may use your comment on a future episode or your question to inspire a show topic. If I do, I’ll send you a signed copy of Winfluence the book as a thank you!
    Today's episode is presented by Tagger, the complete influencer marketing platform. Get a demo to see if Tagger is right for you at jason.online/tagger.
    And don't forget our big offer from LinkedIn! Get $100 in free ad credits just for listening to Winfluence. Go to linkedin.com/winfluence to sign up and get your C-note for LinkedIn advertising.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 30 min
    What Metrics Should a Brand Ask for From Influencers?

    What Metrics Should a Brand Ask for From Influencers?

    At the end of this show each week, I invite you to ask me a question or present an influence marketing problem you might have and either email me about it, or even better, email me a voice recording so I can actually drop you asking it here on the show. So far, I haven’t had a lot of takers and that’s fine. Though, I will send you a signed copy of Winfluence the book if I use your question on the show. 
    And no, my ego isn’t so sensitive that you can’t ask me to not sign it. I’m happy to just send you one not adulterated with my pithy quote and signature, if you like.
    But the reason I do that is because this show becomes much more useful to you if I’m answering your questions. 
    Well, one of my old social media pals ask me a question about influence marketing of sorts last week on Twitter. Sheila Scarborough and Leslie McLellan run Tourism Currents. It’s a blog and resource, with accompanying social channels, for destination marketers, tourism bloggers and journalists and those who fancy themselves influencers in the travel and tourism space.
    I’ve been pals with Sheila and the other founder of the site, Becky McCray, for probably 15 years. I don’t know Leslie as well, but I love the content and advice they all dole out to folks in that niche.
    Last week, the tagged me on Twitter to see what I thought about an article they published called, “Ask for these influencer campaign stats.” It was advice for destinations … brands in the tourism industry like convention and visitor’s bureaus, hotels, attractions and such … on what metrics they should ask influencers to provide them for a campaign to judge how effective their content is for your efforts. 
    Without having to look at the article, I certainly know Sheila and Leslie well enough to know it’s going to be sound advice. And it was. But it doesn’t just apply to destinations. Their advice is sound for all brands and agencies to hear to know what metrics you should care about from the influence partners and content creators you work with.
    On this episode of Winfluence, I’ll share Tourism Current’s list, and add both some list items, and perspective of my own, to help your brand. 
    Winfluence is supported by Tagger, the complete influencer marketing software solution. Get a demo to see if Tagger is right for you at jason.online/tagger. Support also comes from LinkedIn Marketing Solutions. Claim your $100 advertising credit at linkedin.com/winfluence today.
    Don’t forget to drop Winfluence a rating or review on your favorite podcast app. If you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. Finally, make a future episode of Winfluence awesome! Ask your question about influence or influence marketing that you want my answer to or take on. Send me an email to jason@jasonfalls.com. If you’re feeling adventurous, record a voice memo on your phone and email me that file. I’ll let you ask the question right here on the show using the recording.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 17 min

Customer Reviews

5.0 out of 5
18 Ratings

18 Ratings

thewordxtheworldpodcast ,

A must-listen for content marketers

Winfluence has quickly bumped it’s way to the top of my favorite podcasts list. Jason’s insight and experience along with his ability to ask guests the right questions makes this podcast a valuable resource for anyone in the influencer marketing space. He seems to genuinely care about improving the industry. It’s the type of show that my wife and I have sought out for years. Great stuff!

cynthers ,

5 Stars for Thorough Content

Jason is a mastermind at pulling together the most unique people serving the influencer economy. I leave his show inspired and with a thorough understanding of how to apply a new tool or where to search next for the next big breakthrough in influencer marketing. Definitely recommend binging all of his episodes to improve your influencer marketing strategy.

jd9468403 ,

Gets right into the good stuff!

Jason does a great job of asking the important questions! He doesn’t skate around topics.

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