181 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 • 16 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.

    Will The Influencer Marketing Industry Keep Up With What’s Next?

    Will The Influencer Marketing Industry Keep Up With What’s Next?

    The circle of life isn’t just an inspirational Elton John and Disney song. It’s an apt description of how a lot of things work, especially trends in the marketing world. Remember about seven or eight years ago when all the marketing talking heads were trashing QR codes? Alright, now think about how you’ve accessed the menu in a restaurant in the last couple of months. 
    Whether it's the technology or just whatever method is hip at the moment, everything seems to come and go in cycles. And we’re starting to see that come true for influencers as well.
    About the same time people were starting to roll their eyes at QR codes, the same social media thought leaders were telling brands not to put too many eggs in Facebook’s basket. That’s starting to happen again. Only this time with influencers.
    But that brings to mind the question: Will the influencer marketing industry be able to keep up with that trend? 
    I explain more in today’s commentary.
    Today's episode is sponsored by my friends at Tagger. They reached out to me recently and asked me to give their influencer marketing platform a try. I set up a campaign with a client project and kicked the tires. I wasn’t sure an influencer marketing platform could really impress me much anymore, but boy was I wrong.
    I was so impressed, I’ve switched to using Tagger for client projects.
    Here’s what got me: I didn’t do a demo or training session. I just jumped in and tried to hunt and peck my way to figure it out. Within an hour, I had a campaign set up for a client, a campaign brief loaded, five influencers invited to authorize into the platform for automatic reporting, including Instagram Stories by the way, and two customized reports for my client. One for assessing influencers, the other for measuring the campaign’s success.
    The client saw that report and said, “This is what I need to show to senior leadership!” I call that a win-win!
    The drag and drop customizable reports took me about five minutes each to set up. And I can either create new ones for each client campaign, or I saved the first two as templates I can plug any client into. 
    We’ll be talking a lot more about Tagger in the weeks to come here on Winfluence. They’ve just built a better mousetrap. So I’m in.
    You can see more at jason.online/tagger.
    Tagger is the new influence marketing campaign software of choice for me. I hope it will be for you, too. Jason.online/tagger.
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    • 11 min
    Building and Launching an Influencer-Led Brand

    Building and Launching an Influencer-Led Brand

    In one of the chapters of Winfluence - Reframing Influencer Marketing to Ignite Your Brand, I tell the story of a fashion and style influencer who launched a product only to have it fall on deaf ears. The chronicle is of Arii, who was a teenager at the time and should have been lauded just for trying to start her own business based on her social media fame. Instead, she was mocked and declared a failure by the venom of social media users and the rubbernecking mainstream media of the day.
    I went through the exercise in the book of explaining what she could have done differently in advance of her product launch to make it a successful one as a helpful guide for both influencers, and for brands who can use the story to better understand which influencers they target are most effective.
    Last month, another social media influencer in the fashion, style and health space launched a brand of her own, but this one was a smashing success. Sommer Ray, who has about 40 million followers across her social networks, launched a new skincare ingestible product called IMARAÏS. The full name of the product, in fact, is IMARAÏS by Sommer Ray. 
    Her path to launching the product is very different from Arii’s. Her two co-founders, Aaron Hefter and Felicia Hershenhorn, had the product concept and a beta version of the gummies, but were looking for the right influencer to be the third co-founder and face of the product. IMARAÏS is PETA certified, sugar free and with all sorts of other unique features that finding the perfect influencer to front this brand wasn’t simple. 
    Hefter and Hershenhorn literally reached out to Sommer Ray as if they were pitching a regular influencer engagement … a direct message. But this one said, “We have a product we think you can get behind. We want you to be the face of it and become a co-founder and partner in the business.”
    That’s a hell of a payoff for an influencer, even in a small company. 
    But IMARAÏS is not small. Their launch now successful, Hefter and Hershenhorn are readying retail partnerships and distribution plans, along with direct to consumer plays. Sommer Ray? Well, she’s in it every step of the way, offering product feedback and collaboration on top of the marketing and exposure powerhouse her social channels bring. 
    I caught up with Aaron and Felicia earlier this week to talk about the partnership, the product and how and why a social media influencer was the right path for IMARAÏS. Hefter spent the last 20 years or so as the CEO and co-founder of Nutrabolics, a very successful health supplement company. Hershenhorn is an attorney and friend of Hefters who tried everything under the sun for her skin until giving up and calling Aaron. The rest is almost history. If the product launch is any indication, that history will be a healthy one very soon.
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    • 34 min
    Influencers Shouldn't Ask For Free Product?

    Influencers Shouldn't Ask For Free Product?

    Winfluence - The Influence Marketing Podcast is serious, though playful and fun. We have interesting conversations about the industry, how brands can leverage influence, how influencers can better connect with brands and how the software companies and agencies all fit into the mix. We do that in order to help you get smarter, better and have more success leveraging influence marketing, influencers and all things related to the space.
    But we’re not above poking a little fun at our world, too. Erik Deckers pointed his sarcastic pen at our little world last week. He’s the co-author (with me) of No B******t Social Media, but he’s also a syndicated humor columnist. And the title of his tome last week was, “Influencer Marketers, Just Stop Asking for Free Stuff.”
    I grabbed him by the collar and drug him to the playground of this podcast so we could roll up our sleeves and have a good, old fashioned fistfight about it … or something like that … today on the show. 
    Before we get to the fisticuffs, let take a moment to tell you about a new project I’ve launched with my pals Ryan Foland and Kim Garst, along with our friends at Get.Online, the .online domain name provider. We have produced three online courses that combined, form the .Online Business Academy. 
    It’s a series of easy to follow online courses built to help you start your own business, make a business plan, build a website for your business and start driving revenue for that thing you’ve always wanted to launch. Ryan starts off the academy’s curriculum with a course on how to come up with a business idea that doesn’t suck. The course from Kim is how to write an online business plan you will actually use. And then my course is how to set up and launch your business website to attract customers.
    The .Online Business Academy is FREE! The lessons are broken up into short videos and activities, so you can do a little at a time. Or, of course you can dive in and complete the entire academy lessons all in one day.
    So if you’ve been thinking about starting your own business or you or someone you know needs help to take that idea to the next level, The dot-Online Business Academy is live and waiting for you. Visit jason.online/academy right now. 
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    • 24 min
    The Power of Brand Alignment in Influencer Marketing

    The Power of Brand Alignment in Influencer Marketing

    Probably the most frequent quality of influencer selection I’ve talked about in the last month or so is brand alignment. Does the influencer match your brand in terms of values, aesthetics and beyond. The more aligned your influencers and content creators are with your values, your brand voice and perhaps content pillars, the easier their audience will make that leap to accepting you as a trustworthy brand. And the better your brand will be able to see relevant growth and engagement from their followers.
    Julianne Fraser is someone who believes steadfastly in the value of brand alignment. She started out building influencer campaigns and executions way back in 2013 in the hospitality industry. She then launched her own influencer marketing firm called Dialogue New York and now boasts a stable of amazing fashion, style and beauty influencers and campaigns.
    I invited Julianne to come on the show so we could dig into that concept of brand alignment. We got into a deep discussion about that and several other topics. And Julianne had a quick answer to my rant on the last episode of Winfluence. I claimed in that show that affiliate marketing and influencers will not work. Julianne explained how she layers that in with other ideas to prove me wrong.
    Which is fine. I’m used to that.
    But pay attention and take notes on this episode. Julianne and I have a delightful conversation about influencers, alignment, driving ROI and more.
    This episode of Winfluence, the podcast, is less sponsored by someone and more just presented by a new thing I’ve built I want you to know about. My friends at Get.Online, the domain name provider, along with my pals Ryan Foland and Kim Garst have produced three online courses that combined, form the .Online Business Academy. 
    It’s a series of easy to follow online courses built to help you start your own business, make a business plan, build a website for your business and start driving revenue for that thing you’ve always wanted to launch. Ryan starts off the academy’s curriculum with a course on how to come up with a business idea that doesn’t suck. The course from Kim is how to write an online business plan you will actually use. And then my course is how to set up and launch your business website to attract customers.
    The .Online Business Academy is FREE! The lessons are broken up into short videos and activities, so you can do a little at a time. Or, of course you can dive in and complete the entire academy lessons all in one day.
    So if you’ve been thinking about starting your own business or you or someone you know needs help to take that idea to the next level, The dot-Online Business Academy is live and waiting for you. Visit jason.online/academy right now. 
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 27 min
    Why Affiliate Marketing for Influencers Will Not Work

    Why Affiliate Marketing for Influencers Will Not Work

    Instagram announced last week it was testing new affiliate marketing tools for influencers. Many influencer marketing software solutions have begun integrating affiliate marketing components into their softwares as well. 
    The reason is brands have been clamoring for them because brands think the affiliate model of marketing is going to magically make influencer marketing cheaper. They’re looking for an easy way out … a way to cut costs … and a way to disrespect content creators. 
    Pay for performance marketing, like traditional affiliate approaches, will not work with influencers. I explain why in today’s commentary.
    This episode of Winfluence, the podcast, is less sponsored by someone and more just presented by a new thing I’ve built I want you to know about. My friends at Get.Online, the domain name provider, along with my pals Ryan Foland and Kim Garst have produced three online courses that combined, form the .Online Business Academy. 
    It’s a series of easy to follow online courses built to help you start your own business, make a business plan, build a website for your business and start driving revenue for that thing you’ve always wanted to launch. Ryan starts off the academy’s curriculum with a course on how to come up with a business idea that doesn’t suck. The course from Kim is how to write an online business plan you will actually use. And then my course is how to set up and launch your business website to attract customers.
    The .Online Business Academy is FREE! The lessons are broken up into short videos and activities, so you can do a little at a time. Or, of course you can dive in and complete the entire academy lessons all in one day.
    So if you’ve been thinking about starting your own business or you or someone you know needs help to take that idea to the next level, The dot-Online Business Academy is live and waiting for you. Visit jason.online/academy right now. 
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 9 min
    Going Small with Micro-Influencers for Big Business Results

    Going Small with Micro-Influencers for Big Business Results

    We’ve thrown around the term micro-influencer a lot on this show. The term refers to someone with generally around 5,000 to 50,000 followers. They’re probably not quite to the point of making a living doing it, but they have an impact on a fair number of people.
    Lots of brands love micro-influencers because they can be cheaper and less hassle to deal with. No offense to our mega-influencer friends, but let’s be honest, once you get someone whose primary income is through influencer marketing activity, or content creation for brands, and certainly when you mix in a management person, well … brand people see layers of costs, people to deal with, paper work and so on.
    That’s not to say that micro-influencers shouldn’t be paid. And certainly, anyone who is creating content for your brand, regardless of how few followers they might have, deserves to be compensated for their craftsmanship. But micro-influencers bring certain advantages to the table for businesses who want to leverage influencers or scale the number of influencers they use, without always having to find more money in the marketing budget. 
    David Morneau leads a Canadian firm called Inbeat Agency which specializes in helping brands build campaigns with micro-influencers. And they’re quite good at it. I invited him to sit and chat with us about the advantages of going micro-, some of which you might find surprising.
    David’s background and the seed that became Inbeat Agency, was work in SEO -- Search engine optimization. Those two disciplines don’t often overlap. 
    We sat down this week to talk about micro-influencers, how they can impact a brands’ SEO, reputation and bottom line. I think you’ll enjoy the discussion as we make an argument for going small with your influence marketing.  
    Instead of a traditional sponsor for this episode of Winfluence, I want to take a moment to tell you about a new project I’ve launched with Ryan Foland, Kim Garst and our friends at Get.Online … the dot-online domain name provider. Ryan, Kim and I have produced three online courses that combined form the .Online Business Academy. 
    This series of easy to follow online courses is built to help you start your own business, make a business plan, build a website for your business and start driving revenue for whatever it is you’re passionate about. Ryan starts off the academy’s curriculum with a course on how to come up with a business idea that doesn’t suck. The course from Kim is how to write an online business plan you will actually use. And then my course is how to set up and launch your business website to attract customers.
    The .Online Business Academy is FREE! You heard that right. FREE. The lessons are broken up into short videos and activities, so you can do a little at a time. Or, of course you can dive in and complete the entire academy lessons in about four hours.
    So if you’ve been thinking about starting your own business or you or someone you know needs help to take that idea to the next level, The .Online Business Academy is live and waiting for you. Visit jason.online/academy right now.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 25 min

Customer Reviews

5.0 out of 5
16 Ratings

16 Ratings

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.

jwsteiert ,

A Must for B2B Marketers

So often we think of influencer marketing as ONLY a B2C sport. This is such a myopic and misguided thought. Fortunately, Uncle Jason Falls is here to help guide us through the darkness and into the light.

If you are a B2B marketer trying to cut through the noise and lift the profile of your brand, this is a must listen. You’ll learn how to identify, approach, & leverage influencers to help your business reach new audiences with more success and accuracy. In a world where we need our content to be amplified to win, Winfluence gives us the blueprint to turn it up to 11.

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