284 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 Marketing Podcast Network

    • Business
    • 5.0 • 21 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.

    Winfluence Special: Meet Ace Stone, Marketing Detective

    Winfluence Special: Meet Ace Stone, Marketing Detective

    Yes, this is a special edition of the program. This episode should drop on the Wednesday of Thanksgiving week here in the United States. So most of us are welcoming family to the house, or visiting relatives at theirs, readying for turkey and ham and, of course, Thanksgiving Day American football. 
    But many of us have either can’t distract ourselves from thinking about work for a four- or five-day weekend, or perhaps some of us have families that wear out their welcome and force us to run, hide and hibernate with a good podcast for a bit. So, I thought I’d share something fun with you in case you needed a little holiday distraction.
    Of course, if you’re elsewhere around the globe and this isn’t a holiday for you, this episode can be at least a little weekend respite. 
    Today on the show I want to share with you a very different marketing podcast. A different concept even.
    You all know that Winfluence is part of the Marketing Podcast Network. And I am the network’s executive producer. One of the now nearly 40 podcasts on MPN is a unique one called Ace Stone: Marketing Detective. It's a radio drama that parodies marketing!
    This is going to be fun.
    I invited its creator, Lacy Boggs, to come on, tell us a little bit of the back story, then we share the first episode of the podcast with you as a holiday weekend treat. You should run over and subscribe and binge the rest of season one, then ready yourself for season two which is in the works now.
    Do that at AceMarketingDetective.com, look for the show on the MPN website at MarketingPodcasts.net or search Ace Stone Marketing Detective wherever you get your podcasts. 
    No need for more today, folks. Thank you for taking time to listen to Winfluence - The Influence Marketing Podcast. I am Thankful for all of you. 
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    • 20 min
    What Influencers, Creators, & Brands Need to Know About The Law & Their Business

    What Influencers, Creators, & Brands Need to Know About The Law & Their Business

    Content creators and influencers typically receive payment for their work. It’s an exchange of goods and services. The brand pays them, sometimes in cash, other times in product or other valued items. In turn, the creator creates. The influencer recommends, and so on.
    The nature of that exchange of goods and services means the government is going to want their share. Whether you’re in the United States or most other countries around the world, you as content creator, or those that you work with, are going need to treat what you do like a business.
    Did you know the number of solopreneur businesses … those where the owner is the only employee … have risen 65% since 1997. The Internet and Social Media have fueled the individual business owner, in our case, content creators and influencers. 
    Now, I’m not here to tell you that starting a business from a legal standpoint is all that difficult. I’ve done it a couple of times in my career as a consultant. But the legalities and requirements of anything can be confusing. So it helps to have legal counsel. Which I have turned to. And I’ve still run into tax issues over the years … nothing major … but it’s cost me more money than I’d care to recall. 
    Mike Fiffik is an attorney with LegalShield. He operates out of Pittsburgh, Pennsylvania, one of my favorite cities. Mike knows the ins and outs of the legalities of setting up a business and helping content creators and influencers navigate those waters. He also has an eye on the most recent legal perspectives on other topics creators need to grapple with .. intellectual property.
    I asked Mike to come on the show and share some wisdom with us. So you content creators out there had an easier path to follow than if you didn’t hear a lawyer tell you how to do all this. For those of you on the brand or agency side, the conversation is super relevant, too. Not only do you need to hear the running-the-business perspective of your creators, but the intellectual property issue is something you need a good grasp on as well.
    We’re getting smarter about the law today.
    Winfluence is presented by Cipio.ai, the Community Commerce Marketing Platform. See how influence marketing, without the 'r', comes to life in creating raving fans to grow your business from your brand's community – influencers, employees, customers and beyond. Sign up for a demo or the free influence discovery platform at jasonfalls.com/cipio.
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    • 43 min
    My Big News and What it Means for Winfluence

    My Big News and What it Means for Winfluence

    I’ve been doing this for more than 15 years now. No, not podcasting. That’s about the last 4-5 years or so and just two years so far on this particular show. But I’ve been doing this social media, digital marketing, influencer marketing talking head thing for a long time. 
    The first time anyone really took notice of what I was saying was when I started reviewing and talking about social media monitoring platforms. The industry vernacular knocked that term around a bit and they became known as social listening software platforms eventually.
    In my book Winfluence, I tell the story of how one such social listening platform made a seven-figure sale because I wrote about them on my blog.
    In the last 18 years, I’ve probably reviewed, demoed or tried hundreds, if not thousands, of software platforms. The one underlying theme that emerged in me from all that testing and trying was that I sure would love to get my hands on one. 
    I would like to be a part of building a software solution. I’m guessing you’ve ascertained that from my occasional rant here about how the influencer marketing software companies aren’t providing good indexing for owned content. Or that none really take into account offline influence and other paths of identifying influential people for your brand beyond that which the social platform APIs provide. 
    Well, I’m making a big move this week that finally puts me on the software side of the aisle. That’s right … as of today, I am officially the executive vice-president of marketing for CIPIO.ai. 
    Those of you who follow my content might recall in July of this year I published a written and video review of Cipio.ai. You can find that review and the video on my website at jasonfalls.com/cipioreview. I’ll link to it in the show notes as well. 
    In that video, I said this … 
    “Because Cipio.ai also enables you to tap into the influence of your community … your customers, your followers and such … it’s the first platform I’m happy to call an influence marketing platform. Without the R.”
    That alone should tell you why I jumped at the chance to merge my philosophy on influence marketing with a software platform and services company that thinks the same way. 
    Today on the show, I want to tell you a little more about the move. What is in store for me and Cipio.ai in the near future. And explain what me being an employee of an software company that includes an influence marketing software application means … and doesn’t mean for this podcast. Spoiler alert … not much is going to change. 
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    • 14 min
    What is a Micro-Influencer and how do you leverage them?

    What is a Micro-Influencer and how do you leverage them?

    If there’s one type of influencer or content creator that I am asked to find more than others these days, it’s the performance-based, affiliate-type of micro or nano influencer that can just drive sales. It make sense that most businesses, particularly direct to consumer brands, would rather skip the high cost, awareness influencer types and just drive revenue.
    Unfortunately, it’s not easy to identify creators with smaller audiences but good influence, particularly in terms of whether or not they can convert.
    But where there’s a difficult path, there’s always someone carving out a trail for us. 
    William Gasner is the chief marketing officer at Stack Influence. It is a micro-influence managed service that specifically focuses on creators who will trade a post for product, and who are more likely to want to sign up for affiliate programs and referral deals to get paid more when they get you paid more.
    Because Stack Influence has some very specific parameters for who should use it and what types of creators they’ll get, William actually has thought very deeply about the space and the differences between creators of various sizes and effectiveness. He makes for a good conversation about topics like influencer pay scales and the differences between creators of various audience sizes and more.
    I invited William to come on the show to tell us more about Stack Influence, but to also hold him to the task of answering some of the trending questions in the space. We talk about pay, performance-based compensation, programmatic versus high touch and more.
    And I happened to stumble upon a huge missed opportunity for Stack Influence. It has something to do with its name and how the company got started. Listen closely for that in the conversation.
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    • 48 min
    How Creators Can Level Up Content & Revenue with Online Courses

    How Creators Can Level Up Content & Revenue with Online Courses

    There are dozens of different types of influencers. The two that often get the most grief are the superficial fashion and beauty, maybe food and lifestyle influencers that I like to call the peace sign, duck lips crowd. The other are the self-promoting talking head types in the B2B space … often fraught with marketing nerds like me. They don’t seem to have clients or case studies, but they claim expertise and try to pull you into their online course to pay them a ton of money to learn what they know.
    You can probably hear the contrarian tone coming out in my voice here. But there’s a reason I’m pointing those folks out. It’s not that I don’t like the online course pushers or even consultant types who seem more style and less substance. In fact, my opinion on them aligns with my opinion on the long-standing debate over whether or not someone is a social media expert. 
    If that person’s clients learn from them, are happy with the work they are doing for them, then for the client, he or she is an expert and our opinion doesn’t matter. 
    I’ve always wanted to have an online course, frankly. I’ve started and stopped building one over the years. It can be overwhelming. It turns out there’s help out there for folks like me who struggle with that. Or you content creators or subject matter experts listening who might also be thinking of starting an online course. 
    Rocky Buckley is the creator of Platinum Path and The Power Persona Project. He helps experts, thought leaders and influencers “Go Platinum” by reinventing their brand, strategy and even business model. One of the primary ways he does this is through online course, masterminds and other virtual products that serve a direct audience for a subscription fee or similar revenue stream. 
    I asked Rocky to come on the show and illustrate to us how one can not only tap into these types of information products to build a community of paying customers around them, but take that to a next level and build that community into raving fans of your content, too.
    This episode of Winfluence is presented by Tagger, the complete influencer marketing software platform. Sign up for a free demo today at jasonfalls.co/tagger.
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    • 32 min
    Tapping into Human Behavior to Be a Better Marketer

    Tapping into Human Behavior to Be a Better Marketer

    When you pull back from the narrow focus of influence and influence marketing and look at marketing and advertising overall, the linchpin to being successful in any of this stuff we call a job or career is understanding consumers. The first rule of any type of communications is to know your audience. If you don’t know them, or don’t start there, you’re creating a long way to the goal rather than an efficient one.
    But it’s more than just understanding where they live, how much money they make, their gender, age and ethnicity. To be really good at persuading an audience to take action, you also have to understand their behavior, their psychology and as much as you can, get in their heads.
    Nancy Harhut studies human behavior. Her background is in the advertising world. She spent time at Mullen and Hill Holiday in Boston. She’s been a creative director which may sound nothing like studying human behavior. But the best creatives put that topic at the front of their mind to better inform their ideas.
    Nancy has a new book out called Using Behavioral Science in Marketing. It’s actually refreshing to see a book about understanding consumer’s brains coming from someone other than a researcher or scientist, though I love me some Roger Dooley and Martin Lindstrom.  
    I asked Nancy to join us to talk about human behavior through the eyes of a marketing creative person, to uncover how those insights can help creators, agencies and brands in the influence space and beyond. 
    This episode of Winfluence is presented by Tagger, the complete influencer marketing software platform. Sign up for a free demo today at jasonfalls.co/tagger.
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    • 28 min

Customer Reviews

5.0 out of 5
21 Ratings

21 Ratings

MikeVacca95 ,

Super informative!

Jason is a fantastic host and great at asking unique questions to get the most out of the guest. Lots of valuable information to be learned on this show!

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.

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