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Neal Schaffer

51 Podcast Episodes

Latest 11 Sep 2021 | Updated Daily

Weekly hand curated podcast episodes for learning

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Using Influencer Marketing to Find Clients and Promote Your Writing with Neal Schaffer

Become a Writer Today

Social media is an excellent way of finding readers and finding clients if you’re a freelance writer. And, if you create content for social media platforms like Quora, you can build up a library of content that you can use and refer to over time.But, how exactly should you spend time on social media, what tools should you use, and how can you do it?Neal Schaffer has the answer to these questions and more. He is an expert in influencer marketing and has written more than five books, including his latest which focuses on influencer marketing called The Age of Influence. Although Neal consults with B2B clients, the book is also relevant for anybody who wants to use social media to become an influencer. He explains how creatives can find the right network during our conversation, how to repurpose content and build an audience on social media. He also talks about finding a balance between creating content and being active on these platforms. In this episode, we discuss:The definition of an influencerDeciding on the right platform for youManaging your time on social mediaThe benefits of using scheduling toolsWhy write a book if everyone is on social media?Resources:The Age of InfluenceNeal SchafferQuoraSmarterQueueNeal's podcastAgorapulseBufferIf so, Hope*Writers is opening its doors later this month. Find out more at https://becomeawritertoday.com/hopewritersYou'll get a free bonus ;)Support the show (https://www.patreon.com/becomeawritertoday)

25mins

29 Jul 2021

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How to Build Influence with your Podcast with Neal Schaffer

Podcast Domination Show

Some podcasters do not realize the power in the number of people listening week in and week out and forget that they are influencers in their own right. A podcast is such a compelling medium that if done right can reach more people to create a highly effective, sustainable influencer marketing plan. By collaborating with influencers, you borrow on their credibility so that you can reach targeted audiences and build your network and community.In today's episode of the Podcast Domination show,  I am joined by Neal Schaffer who is an expert in digital marketing. Neal helps businesses and professionals through his expertise and he is the author of the book, The Age of Influence: The Power of Influencers to Elevate Your Brand. In this episode, Neal offers a wealth of valuable insights, so make sure you listen through to the very end.  In this episode:- The best practices podcasters do to maximize the platform of podcasting. (...What are the 3 benefits of the Guest Approach?)- What are the ways to bring in ideal guests to your podcast?- After the podcast is published, how do you reach out to your guests as a matter of reciprocity?- More on nurturing the relationships with past guests on your podcast.- What should a podcaster have according to Neal?Resources:- The Age of Influence: The Power of Influencers to Elevate Your Brand by Neal Schafferhttps://www.amazon.com/Age-Influence-Power-Influencers-Elevate/dp/1400216362- Join Neal’s community: https://nealschaffer.com/membershipConnect with Neal Schaffer: - Website: https://nealschaffer.com/-  Podcast:  Maximize Your Social Influence-  Podcast with co-host Amanda Russell: School of Influence   🎁   Free Resources 🎁   🎙️ All of My Podcast Equipment & Software: https://www.podcastdomination.co/equipment 😃 My Best Episode For “Soon To Be” Podcasters: http://bit.ly/PreLaunchMode ➡️ Other Shows About Podcasting I Host:How to Launch a Podcast: https://pod.link/1541656482How to Grow a Podcast: https://pod.link/1541653113Podcasting for Fun and Profits (co host with Yann Ilunga): https://pod.link/1557901626 Need Help Launching or Scaling Your Podcast Downloads? 🚀 Get Your Podcast Launched in 14 Days with Our Step by Step System Without Creating New Content → http://bit.ly/14RapidPodcast 🎤 DFY Services with Podcast Domination: High Level Podcast/Video Production | Podcast Ads | YouTube → https://www.podcastdomination.co/ 💣 Results: https://www.podcastdomination.co/proof 📞 Chat With Luis About Launching Your Podcast or Scaling Your Show with Ads → http://bit.ly/ChatwithLuis

41mins

6 Jul 2021

Similar People

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Influencer Marketing For E-com Businesses - Scale your Amazon Business With Social Media Marketing And Paid Influencers - Neal Schaffer (Part 2)

Amazon FBA Seller Round Table - Selling On Amazon - Amazon Seller Podcast - Learn To Sell On Amazon - E-commerce Tips - Shopify & Woocommerce - Inventions And Start Ups - Marketing School For Amazon Sellers

Join us every Tuesday at 1:00 PM PST for Live Q&A and Bonus Content at  https://sellerroundtable.comTry the greatest Amazon seller tools on the planet free for 30 days at https://sellerseo.com/Episode 92 Transcription:[00:00:01] spk_1: Welcome to the seller roundtable e commerce coaching and business [00:00:05] spk_0: strategies with and er not and amy Wiis, [00:00:08] spk_1: mm [00:00:12] spk_0: Hey what's up with [00:00:12] spk_1: brody? This is Andy or not with [00:00:15] spk_0: anyways [00:00:16] spk_1: And this is seller roundtable episode # 93 We have Neil Schaefer on Neal, thanks so much for being on today. [00:00:22] spk_0: Hey, thanks for having me. [00:00:24] spk_1: So today we're gonna talk about all things influencers, which I'm pretty excited about. Um, Amy and I of course have dabbled in this, have talked about this. You know, we have our own little ways of doing things, but I'd love to hear what, you know what you're up to. But before we do that, we always like to ask a little background on our guest. So if you can tell us, you know maybe where you're born and raised school, if you did any school, if you did any uh, you know, uh the college of hard knocks kind of any, anything that's uh, that's brought you to this point today. [00:00:55] spk_0: Well I have been schooled, I grew up in, I was born in redondo beach, California. I grew up in rancho Palos verdes. My dad may rest in peace was a schoolteacher, so the importance of reading and you know, doing well in school was sort of uh I couldn't not do that growing up and I ended up going off to a place called Amherst College in massachusetts, like two hours west of boston, ended up doing a junior abroad in Beijing china. Was there during the Tiananmen demonstrations, ended up launching my career in uh in Japan, so I speak japanese and chinese. And it was really 2005 when I moved back to the U. S. After lunch my car in Asia and in 2000 and eight where I was in transition for the first time here. And I just got into social media beginning with a site called linkedin And that was the beginning of becoming a blogger and then writing a book and then getting all these companies reaching out to me for their help with social media. And I launched a social media strategy consultancy in January 2010. And really, I haven't looked back [00:02:01] spk_1: awesome. Yeah, I think linked in is where I have my biggest audience as well, and it's so funny because I feel like it's one of the most undervalued social networks in terms of, you know, people giving it attention, a lot of people get on there and they don't spend enough time. So I think it's just like this weird, you know, cause you on linked in, you get these constant like spam messages right? Like usually your message through your messaging, you get a ton of like bot messages and stuff, so people are like, I was a waste of my time. I don't wanna, you know, I don't want to bother with this. But um really? Uh if you're, especially if you're in like the B two B market, right? But if you're selling to other businesses, like, like we do a lot um for our software, it's like, it's pretty much you can't beat it, right? [00:02:41] spk_0: Oh yeah, it's the biggest no brainer, right? Um and, you know, yesterday I connect with a lot of uh I I wrote a book and influencer marketing, right? So I tend to connect with a lot of people in this space. I connect with influencers to I I connected with a 20 year old who has, you know, two million followers on Tiktok yesterday. And I'm thinking, man, she's really smart for like being here. And if you want to do, you know, brand collaborations, well, where are all the, you know, the marketing executives are all linked in, Right. And she has a competitive advantage by using that and and being able to find people just in a very different way than you can and other social networks. So, and I'd say, you know, for those amazon sellers out there, B to C. What about like distributors? What about collaborations with other brands? Are still, you know, there'd be to be aspects to B2C companies and and Lincoln is by far the best place for that. [00:03:29] spk_1: Yeah, absolutely. And uh, and um, you know, I always love to tell people, you know, this used to be the same in uh, I used to do android app super early on. And, you know, my theory back then was is, you know, I got one app to over a million downloads pretty quickly, because back then it was like people were like what's android? You know? And I was like, well I know and I'm gonna get in there early. But the cool thing was is I had ads set up, you know all my my my apps for free. But they had pads, right? And in my ads, you know every like month or two I would launch a new app and then I would advertise on my first app that was popular, my new app and then I would grow it and then I go to the next one. I go to the next one that seemed kind of premise can be used for social social media, right? I mean if you have a massive Tiktok falling like you're talking about, you know why not push those people to linked in and to some of these other networks. I mean number one to to spread the message to grow your following on all platforms, but only, you know, not only that, but to just not put all your eggs in one basket. I've been banned off of facebook multiple times with no reason. No, you know, you know, nobody telling me why. Um, so that's when I start getting into Lincoln actually. So in retrospect it was a blessing because uh, you know, to me, I see Lincoln as a more valuable network now, even over facebook. [00:04:42] spk_0: Yeah. And I think that's great advice for anyone listening. You really want to build your empire across multiple platforms. So here's the thing, right? This is being broadcast on clubhouse live. For those of you that are listening in and with clubhouse obviously. Well for those that may not be obvious because it's only like five million people on it, but you need to or they recommend that you integrate your instagram and twitter accounts with and if you do so then people that follow you on twitter and instagram can find you on clubhouse and therefore build up your following similar to your facebook friends. You know, when they started to count on instagram or when they upload their friends, they're going to find you and when you do this over multiple social networks over time you just, it's a snowball fact, right? You build a bigger and bigger following, same goes with email addresses, so hopefully everyone listening is doing email marketing as well, but it all over time works to your benefit. Absolutely [00:05:30] spk_1: agree. And um I as you know, I do love social networking, but I um you know, I agree with you in terms of, I'd much rather own the audience. Right? So email is still a viable channel, even though it is getting much harder to get attention. I know my inbox is just overflowing every day, um and then text messaging is, is a kind of next level, but I know as a end user, I absolutely hate when I get marketed to over text messaging, but um you know, sometimes as as somebody who sells something and as a marketer, um you know, you have to get over that in terms of, if you feel like whatever you're selling or whatever you're giving is going to help the person that you're targeting. Um you know, you can't look at it that way, you can't you have to look at it as almost you're providing a service to those people and for me, that was a really hard concept to grasp, because, like I said, I'm not a hard sales person, um I'm not somebody who's, you know, really kind of pushing my stuff as much as I probably should. Um I'm starting to do that more, but um you know, how do people get over uh, you know, get over that kind of mentality? [00:06:32] spk_0: Well, yeah, I mean, text messaging for me, I'm still a little husband to do that, right, email. I mean I recently started to do browser push notifications. Really surprised at how many people actually subscribe to those and click on links. So that's been a very pleasant surprise. But I think at the end of the day, you know, your business exists to serve people right? And you know, and I mentioned, I just interviewed john lee Duma's a little bit earlier today and he's an example of of someone who just provides for his community and gets all the business ideas for his community, so that when he comes out with something, it's serving people right from, you know, genuinely from from his heart, um, and from his brand. And I think if we all follow that as entrepreneurs, um, you know, whatever we're doing whatever business opportunity we see, we're helping someone, whether it's a better product, whether it's a less expensive price or a unique solution to a problem, and when you have that, you owe it to them to go out of your way to let them know. So I think we all have to get over that at some point and, and remember you're providing value, if you don't think you're providing enough value, will then take a step back. Maybe, you know, interview some people in your community or people, you know, and hey, what do you think about this? Right? And if they can confirm that you're offering the value, then go for it, man, Don't look back. I love that. You know, I think one of the biggest struggles of, I was just on clubhouse in another room before we started the show today and I think one of the biggest struggles that new e commerce sellers have, especially, you know, private label sellers have just started a brand. Maybe they, they don't really know what their brand is all about yet. They haven't gotten any customer feedback on their products yet. They're just working, uh, getting something going, right. What would you will be your piece of advice for somebody who's brand new, who's just dabbling, who's got their first product, right? Who doesn't have a social media presence yet? Outside of like maybe they put it, they slapped up a facebook page and you know, kind of put together a logo. There are so many new sellers in this position. How do we start from scratch? How do we get out there and tell people about our products, what's the easiest way to get it going? Well, first of all I want to say that obviously if you come up with the product and you know, it's easy these days for anybody to come up with a product, find the place in china and manufacturers, it, you know, selling on amazon and there have been many people have been very successful doing that, right? But it's harder. There's a lot of competition and the brand is what distinguishes yourself, right? So, you know, real brands like coca cola and all these iconic companies we think of, they've spent billions of dollars over decades to develop what they have now. So, a brand doesn't happen overnight because, you know, I'm not a branding expert by any means, but a brand is all about building this emotional attachment, right? Um it's it's, you know, everything about your product, the experience, the visuals, uh it showcases your strength, your differentiators and it makes you want to become part of it and if you're just starting out, you know, there's no emotional attachment between you and your audience, so really, you know, yeah, everyone's going to get started on social media, and this is where we come to, you know, influencers, and I think a lot of companies think, well what we're gonna do is, you know, we're gonna put up some facebook ads, some instagram ads will create some cool videos and they end up not looking branded at all that, it ends up looking like just another product. Another company that launched an instagram page is trying to sell product. So I think the way to get through this is to, first of all think of it as you need to have a community, and sometimes if people can't find your community, you need to help them find it. And the best way to do that is to reach out to people that you think would actually want, what you have and to develop relationships with them. And I think when you look at social media, it's gonna take a little bit of a different mindset, I think to really leverage influencers, but if you look at social media less is a way to promote what you do, and more as a way to build relationships with others that can naturally help promote what you do. I think you're going to be a lot more successful. So this is where you're, you know, people that are posting stuff that are added hashtags about the types of products that you're creating, go out, follow them comment on what they're doing. And ideally you want to create your own little community of people that you have found because you think they're target users, they have, you know, resonated with what you say because they have like responded back and hopefully followed you back and you take the conversation to the point where hey, we're coming out with a new product, love to send it to you no strings attached and we'd love to get your feedback. And I think God alone, you know, I once had an offer to work at Procter and Gamble to be the product market or for their bounce product and they used immense budgets to interview people as to how they would use the product. Do they like it what they don't like about it? So you're basically doing the same thing for free, right? It does cost a little time and a little effort to go in there and build these relationships, but you're going to get invaluable feedback assuming that they want to be shipped, the free thing if they really like it, um you know, it's human nature that a lot of them may go, oh my God, thank you so much. You know, what can I do for you? Can I post this on instagram? And and that's how you begin to build a true community. Now in parallel, you're going to continue doing all the other things that you're doing, but you need to see it, in other words, social media works not through advertisement, but when people talk about your brand and it's not going to happen if you're a new brand, unless you incite people, you get people to talk about it, and the best way to do that is the gifting product, but really doing it to the right people in developing the right relationships along the way. So, I think my follow up question is when you talk about finding these influencers, what you're, when you're talking about, when you're saying like, hey, find these people who would potentially be interested in your products, go find out where they hang out. So if you're selling a pet product, obviously people like for me, I sell cat products, So people who are hanging out in that, love to post pictures of their cats, like those are my people get to know what hashtags are posting stuff like that, connect with them become part of that community. And then when you're part of that community, they're not going to be upset about you reaching out to them saying, hey, I want to tell you about my product, I created this for Cat people, right? Um, I think a lot of people sell things that they aren't at all attached to, right? There's a lot of sellers that are just in it for the money and so they're not attached at all. And so they have trouble. And this is why I always recommend that people sell something that they at least know something about or somewhat passionate about because it's more like a job, you know, if you can't connect to people and do that. So what about finding the right influencers? There are so many influencer platforms out there and it just seems like we've got all these giant influencers that you've got to pay money and you have them, they post something for you, but it doesn't go anywhere and you're just like, man, how do you recommend that we both find and develop the right relationships with influencers. Okay, so this all starts and it's a great point. I agree with you. If you're not passionate about what you're doing, it's gonna be really hard, right? Because how do you create emotional attachment if you don't really care about the product you sell, it's gonna be really hard to, and when you listen to successful entrepreneurs, successful brands, it's because they've been passionate about the product, right about providing a solution, so we need to do a reset on like the concept of influencers. So I wrote this book called The Age of influence, published it last year and I that was my intent was to do a reset because so many people think of influence, I was like, oh, how am I going to reach out to charlie d'Amelio? Or or these people with like millions of followers and you know, Amy, you just mentioned that you're in clubhouse and you have 1000 followers, you're an influencer. Okay, There are not that many people that have 1000 followers and clubhouse, believe it or not. And when I look at a few 100 people that I follow, there's probably, you know very few. So what the influencer marketing industry itself has said over time is they began to sort of, well, you need to have a million followers to be an influence. Well, you need to have like five and over time. It's gone further and further down to the point where you have the concept of a nano influencer of someone having 1000 followers. Now, it's not easy to get 1000 followers by any means. But when you lower to that level, there are a lot more people out there that you can engage with. So when I talk about influencers, I'm talking about people that are active in social media, they have, you know, they post regularly or they engage in conversations about a certain topic and yeah, they have a few 100 followers, right? If they have over 1000 that's even better. But, you know, if you try to reach out to people, which we would call, let's say, micro influencers, they have 10,000 or more, um often what's going to happen is how much you gonna pay me when you reach out to people that are more authentic and real and they're not in it for the money, they didn't buy fake followers to begin with, and they love cats. And if you were to offer them, you know, something for free to try out that's gonna, you know, help them love their cat even more, of course, you know, they're not going to ask for money on the product alone is going to be enough. And this is what brands are finding, right? They're finding that there's a lot of people out there that just for free product will give it a shot, will give you feedback If they like it, maybe they'll post about it, who knows? Right? But that's the sort of thing that I'm talking about here. So if you find people that are active participants, even if they only have like 500 followers, that's still, you know, people that are following them are probably following them for that topic. So, you know, if they can get 100 impressions for something about a cat And you spend all your time trying to build up an instagram following of 1000. And yet every time you post, you only get like 30 or 40 impressions because of the way the algorithms work. Yet these people with smaller followers are getting more impressions because they have a genuine engaging community. These are the people that I'm talking about. So there's a lot of influence or platforms out there. But the best platforms of the social networks themselves, if you're interested in cats, you should be able to do searches and find these people on social media. Right? And if you can't find them on social media, I don't know how influential they are. Let's put it that way. So, you know, start with whatever networks makes sense. I mean instagram is a no brainer. Uh, it's very, very easy to engage with people facebook. Um, if you have a lot of friends and you get introduced to friends or in facebook groups, that sort of a no brainer linked in, depending on the content or you know, depending on the product. Might be a no brainer. Um, you know, Pinterest maybe. Um it's not really, it's more of a search engine and a social network and I think Youtube is sort of the same, but you might be able to be exposed to people and you might be able to at least find out about them and then connect with them on another social network. And twitter is like instagram, it's very, very easy to find people And connect with them. So regardless of what you're selling, you know, try to make a hit list of like 20 1500 people that are that are actively talking about the subject that you're selling a product for start to, you know, follow them, see what they're talking about. Look for opportunities to, you know, comment, engaging conversation and go from there. I love that list of steps that you just gave you guys, anyone who's listening right now, that was gold because number one, go out there and look for those people that are talking about your topic of interest first, before you reach out to them, follow them and find out what they're talking about, engage. You know, get a little more info, a little more intel and then start to engage and then you're going to have a really good idea about how to reach out to them. So my next follow up question, which I know is a question I get all the time. It's like, what do I say? What do I say? Do I just say, you know, here's a free product. But I think that people as Andy mentioned earlier, they sell themselves short. You do have something of value to offer them, right? So to tell them like, hey, I noticed this is what I always do. I follow them a little bit and then I'm like, hey, I noticed that you always post the best stuff like you're really engaging and I love your tips about cats. You know, whatever it is that they're talking about, right? Um, and say, you know, I have this product that I would love to get your feedback on because you know, you seem like an expert that you seem like you really know cats, you know, whatever it is, I'm just giving an example. Um, I would just love to get your feedback and, you know, um, and then if you wouldn't mind, also, you know, if you love it, post and share with your community as well, tell other people about it, that would really help me out. Can I send you one? I don't know. That's how I usually started out. Do you have any tips for us? Yeah. So what's happened over time is that a lot more companies are doing this and maybe you've gotten pitches from other people, especially if you have a podcast, you probably get pitches for people to be on your podcast all the time. If you have a blog you probably get pitches for guest posts all the time. So I think you really need to cut through at the beginning and show that you really care. So mentioning, you know, being even more specific, really personalized and not just in first name, but how what they're doing really relates to the product that you have. You know, notice that you post all these pictures of you know, of cats on hamster wheels and you know, I I you know, I love to have I'd love to be able to build a huge hamster wheel for my cat and guess guess what? I did, right, And this is a product I just created, I think you really love it. Um and I think once you get past that personalization point where you get them hooked that says, hey, I'm a member of the same community as you are, Why I love cats. You know, I love seeing the picture of your cats. I have a Siamese cat to or you know, you're the only person I know that has more cats than I do and I have 14 and 17, whatever it is, just something that really creates that connection. And from there, it's really about Wi FM, which is what's in it for me because people get pitched all the time, especially if they're at that nano influencer level, so make it very clear, no strings attached. I want to send you this products. I, you know, I built it for people like you and I love to get your feedback And there's a lot of companies and, and you know, since Andy, you talked about developing software. I get pitched by all these tools. Companies like, hey, we'll give you a free seven day trial and it's like, dude, I can go to your website and get a free 30 day trial. Right? That's not anything special. But when companies say, hey, you know, you're such an influence in space, we're going to give you like free lifetime and if, if you ever get an expiration, let me know what, we'll reset it for you. And those are the companies that I give feedback for, Right? And then I end up talking about in my presentations and writing about them on my blogs and books because they've given me free access. So that's the same thing. I mean I have free access to Andy's software. I mean so many Softwares and I don't just mean I don't just pitch them like I use them every day on in coaching and everything else. And I genuinely get value from this software and I feel like you know, other people will get value to in various situations. So I sell a lot of anti software because I think it's literally the best listing optimization tool out there on the market and I've used all of them. So it's so great when you can offer something completely free just because you know that if they value it they're going to post about it. So you don't even have to ask them to review it or to post about it. You can just say I would love your feedback and then they get your feedback. They give you feedback and then let them do the work from there. Right? Yeah. So you're trying to build a relationship that has mutual benefits, right? You're going to give them free product. Hopefully they give you feedback if you love it, you know, would love if you post on social tag us, you know, we, we republish our fans photos on our own, so we can, we can promote you a lot on and I think, you know, take it one step further if they come back and say they love it, Hey, are there any of your friends that would really love this product to? We'll ship out a few to your community or hey, do you do affiliate marketing because we can get you set up and you hook you up with a really good commissioner or how can we promote what you do? Do you have any products that maybe we could cosell or that we can promote to our community? It's those companies that go above and beyond that say, hey, this is a partnership and we want to make it win win, and we're not looking at you just because we want your feedback, we'd love to be able to build something deeper, but let's start here, and if you like what you see, let's have more conversations, and this is where, you know, you you begin this process of creating a community where you're you're helping them in more ways than just giving them free product. And this is where brands um really, we talked about people that don't understand the value that they bring. So you as a brand bring tremendous value. You can give them free product. Maybe they thought about creating their own product and you know how to do it right? You know, the great listening app, you know how to do, you know, amazon FB, a you know how to source product from china. There's a lot of I. P. That you have that you might be able to provide others, right? And to them that might be invaluable, then you're really getting people in the partnership. So that's really the mindset is, you know, if I was presenting with my PowerPoint deck right now and I have a picture of the tea ceremony, of a woman in kimono giving U. T. And the idea about the tea ceremony is this once in a lifetime opportunity at this unique point in time between a unique set of people. So every chance you have to engage with someone like this, it is a unique opportunity to build this once in a lifetime relationship that might be able to propel your brand to, you know, levels you didn't know because if this person is really active, let's we're taking the community, for example, they may already be hooked up with brands. They may have a good friend that, you know, is a branch manager at peco that might want to source your product and I don't know right? But that's really the value here. When you are engaging with people that are more influential online, Um you never know what is going to come outside. It's really, I mean, think big, but thinking what you can provide them to really jump start that relationship. And if you could have those conversations with 10 2030, 40, 50 people over the course of a month, you can imagine the sort of activity that's going to happen. Not everyone is going to respond to you. So you're gonna do a follow up, right? And if they don't follow up after that, you'll you'll find new people and that's just it's it's if you're in sales you understand, right? It's it's a numbers game because not everyone is gonna be interested. Um and that's fine, you'll move on to other people. So that's why you wanna have a bigger list than a shorter list and you want to just, you know, if you could talk to someone like that on a daily basis, I mean, I guarantee you, after a month or two you're gonna start to see some activity, you're gonna get some great feedback, you might get some posts on instagram people talking about you and these are fairly influential people and hopefully it's going to start this, this word of mouth that's going to get people talking about your brand, other people coming up to you, you you know, seeing how you can carry these relationships forward. And that's that's the best market you can do today, I think. Thanks for tuning in to [00:25:33] spk_1: Part One of this episode, join us every Tuesday at one PM pacific standard time for live Q and A. And bonus content after the recording at cellar round table dot com, sponsored by the ultimate software tool for amazon sales and growth seller s c o dot com [00:25:49] spk_0: and amazing at [00:25:50] spk_1: home dot com.

22mins

25 May 2021

Episode artwork

Influencer Marketing For E-com Businesses - Scale your Amazon Business With Social Media Marketing And Paid Influencers - Neal Schaffer (Part 1)

Amazon FBA Seller Round Table - Selling On Amazon - Amazon Seller Podcast - Learn To Sell On Amazon - E-commerce Tips - Shopify & Woocommerce - Inventions And Start Ups - Marketing School For Amazon Sellers

Episode 92 Transcription:[00:00:01] spk_1: Welcome to the seller roundtable e commerce coaching and business [00:00:05] spk_0: strategies with and er not and amy Wiis, [00:00:08] spk_1: mm [00:00:12] spk_0: Hey what's up with [00:00:12] spk_1: brody? This is Andy or not with [00:00:15] spk_0: anyways [00:00:16] spk_1: And this is seller roundtable episode # 93 We have Neil Schaefer on Neal, thanks so much for being on today. [00:00:22] spk_0: Hey, thanks for having me. [00:00:24] spk_1: So today we're gonna talk about all things influencers, which I'm pretty excited about. Um, Amy and I of course have dabbled in this, have talked about this. You know, we have our own little ways of doing things, but I'd love to hear what, you know what you're up to. But before we do that, we always like to ask a little background on our guest. So if you can tell us, you know maybe where you're born and raised school, if you did any school, if you did any uh, you know, uh the college of hard knocks kind of any, anything that's uh, that's brought you to this point today. [00:00:55] spk_0: Well I have been schooled, I grew up in, I was born in redondo beach, California. I grew up in rancho Palos verdes. My dad may rest in peace was a schoolteacher, so the importance of reading and you know, doing well in school was sort of uh I couldn't not do that growing up and I ended up going off to a place called Amherst College in massachusetts, like two hours west of boston, ended up doing a junior abroad in Beijing china. Was there during the Tiananmen demonstrations, ended up launching my career in uh in Japan, so I speak japanese and chinese. And it was really 2005 when I moved back to the U. S. After lunch my car in Asia and in 2000 and eight where I was in transition for the first time here. And I just got into social media beginning with a site called linkedin And that was the beginning of becoming a blogger and then writing a book and then getting all these companies reaching out to me for their help with social media. And I launched a social media strategy consultancy in January 2010. And really, I haven't looked back [00:02:01] spk_1: awesome. Yeah, I think linked in is where I have my biggest audience as well, and it's so funny because I feel like it's one of the most undervalued social networks in terms of, you know, people giving it attention, a lot of people get on there and they don't spend enough time. So I think it's just like this weird, you know, cause you on linked in, you get these constant like spam messages right? Like usually your message through your messaging, you get a ton of like bot messages and stuff, so people are like, I was a waste of my time. I don't wanna, you know, I don't want to bother with this. But um really? Uh if you're, especially if you're in like the B two B market, right? But if you're selling to other businesses, like, like we do a lot um for our software, it's like, it's pretty much you can't beat it, right? [00:02:41] spk_0: Oh yeah, it's the biggest no brainer, right? Um and, you know, yesterday I connect with a lot of uh I I wrote a book and influencer marketing, right? So I tend to connect with a lot of people in this space. I connect with influencers to I I connected with a 20 year old who has, you know, two million followers on Tiktok yesterday. And I'm thinking, man, she's really smart for like being here. And if you want to do, you know, brand collaborations, well, where are all the, you know, the marketing executives are all linked in, Right. And she has a competitive advantage by using that and and being able to find people just in a very different way than you can and other social networks. So, and I'd say, you know, for those amazon sellers out there, B to C. What about like distributors? What about collaborations with other brands? Are still, you know, there'd be to be aspects to B2C companies and and Lincoln is by far the best place for that. [00:03:29] spk_1: Yeah, absolutely. And uh, and um, you know, I always love to tell people, you know, this used to be the same in uh, I used to do android app super early on. And, you know, my theory back then was is, you know, I got one app to over a million downloads pretty quickly, because back then it was like people were like what's android? You know? And I was like, well I know and I'm gonna get in there early. But the cool thing was is I had ads set up, you know all my my my apps for free. But they had pads, right? And in my ads, you know every like month or two I would launch a new app and then I would advertise on my first app that was popular, my new app and then I would grow it and then I go to the next one. I go to the next one that seemed kind of premise can be used for social social media, right? I mean if you have a massive Tiktok falling like you're talking about, you know why not push those people to linked in and to some of these other networks. I mean number one to to spread the message to grow your following on all platforms, but only, you know, not only that, but to just not put all your eggs in one basket. I've been banned off of facebook multiple times with no reason. No, you know, you know, nobody telling me why. Um, so that's when I start getting into Lincoln actually. So in retrospect it was a blessing because uh, you know, to me, I see Lincoln as a more valuable network now, even over facebook. [00:04:42] spk_0: Yeah. And I think that's great advice for anyone listening. You really want to build your empire across multiple platforms. So here's the thing, right? This is being broadcast on clubhouse live. For those of you that are listening in and with clubhouse obviously. Well for those that may not be obvious because it's only like five million people on it, but you need to or they recommend that you integrate your instagram and twitter accounts with and if you do so then people that follow you on twitter and instagram can find you on clubhouse and therefore build up your following similar to your facebook friends. You know, when they started to count on instagram or when they upload their friends, they're going to find you and when you do this over multiple social networks over time you just, it's a snowball fact, right? You build a bigger and bigger following, same goes with email addresses, so hopefully everyone listening is doing email marketing as well, but it all over time works to your benefit. Absolutely [00:05:30] spk_1: agree. And um I as you know, I do love social networking, but I um you know, I agree with you in terms of, I'd much rather own the audience. Right? So email is still a viable channel, even though it is getting much harder to get attention. I know my inbox is just overflowing every day, um and then text messaging is, is a kind of next level, but I know as a end user, I absolutely hate when I get marketed to over text messaging, but um you know, sometimes as as somebody who sells something and as a marketer, um you know, you have to get over that in terms of, if you feel like whatever you're selling or whatever you're giving is going to help the person that you're targeting. Um you know, you can't look at it that way, you can't you have to look at it as almost you're providing a service to those people and for me, that was a really hard concept to grasp, because, like I said, I'm not a hard sales person, um I'm not somebody who's, you know, really kind of pushing my stuff as much as I probably should. Um I'm starting to do that more, but um you know, how do people get over uh, you know, get over that kind of mentality? [00:06:32] spk_0: Well, yeah, I mean, text messaging for me, I'm still a little husband to do that, right, email. I mean I recently started to do browser push notifications. Really surprised at how many people actually subscribe to those and click on links. So that's been a very pleasant surprise. But I think at the end of the day, you know, your business exists to serve people right? And you know, and I mentioned, I just interviewed john lee Duma's a little bit earlier today and he's an example of of someone who just provides for his community and gets all the business ideas for his community, so that when he comes out with something, it's serving people right from, you know, genuinely from from his heart, um, and from his brand. And I think if we all follow that as entrepreneurs, um, you know, whatever we're doing whatever business opportunity we see, we're helping someone, whether it's a better product, whether it's a less expensive price or a unique solution to a problem, and when you have that, you owe it to them to go out of your way to let them know. So I think we all have to get over that at some point and, and remember you're providing value, if you don't think you're providing enough value, will then take a step back. Maybe, you know, interview some people in your community or people, you know, and hey, what do you think about this? Right? And if they can confirm that you're offering the value, then go for it, man, Don't look back. I love that. You know, I think one of the biggest struggles of, I was just on clubhouse in another room before we started the show today and I think one of the biggest struggles that new e commerce sellers have, especially, you know, private label sellers have just started a brand. Maybe they, they don't really know what their brand is all about yet. They haven't gotten any customer feedback on their products yet. They're just working, uh, getting something going, right. What would you will be your piece of advice for somebody who's brand new, who's just dabbling, who's got their first product, right? Who doesn't have a social media presence yet? Outside of like maybe they put it, they slapped up a facebook page and you know, kind of put together a logo. There are so many new sellers in this position. How do we start from scratch? How do we get out there and tell people about our products, what's the easiest way to get it going? Well, first of all I want to say that obviously if you come up with the product and you know, it's easy these days for anybody to come up with a product, find the place in china and manufacturers, it, you know, selling on amazon and there have been many people have been very successful doing that, right? But it's harder. There's a lot of competition and the brand is what distinguishes yourself, right? So, you know, real brands like coca cola and all these iconic companies we think of, they've spent billions of dollars over decades to develop what they have now. So, a brand doesn't happen overnight because, you know, I'm not a branding expert by any means, but a brand is all about building this emotional attachment, right? Um it's it's, you know, everything about your product, the experience, the visuals, uh it showcases your strength, your differentiators and it makes you want to become part of it and if you're just starting out, you know, there's no emotional attachment between you and your audience, so really, you know, yeah, everyone's going to get started on social media, and this is where we come to, you know, influencers, and I think a lot of companies think, well what we're gonna do is, you know, we're gonna put up some facebook ads, some instagram ads will create some cool videos and they end up not looking branded at all that, it ends up looking like just another product. Another company that launched an instagram page is trying to sell product. So I think the way to get through this is to, first of all think of it as you need to have a community, and sometimes if people can't find your community, you need to help them find it. And the best way to do that is to reach out to people that you think would actually want, what you have and to develop relationships with them. And I think when you look at social media, it's gonna take a little bit of a different mindset, I think to really leverage influencers, but if you look at social media less is a way to promote what you do, and more as a way to build relationships with others that can naturally help promote what you do. I think you're going to be a lot more successful. So this is where you're, you know, people that are posting stuff that are added hashtags about the types of products that you're creating, go out, follow them comment on what they're doing. And ideally you want to create your own little community of people that you have found because you think they're target users, they have, you know, resonated with what you say because they have like responded back and hopefully followed you back and you take the conversation to the point where hey, we're coming out with a new product, love to send it to you no strings attached and we'd love to get your feedback. And I think God alone, you know, I once had an offer to work at Procter and Gamble to be the product market or for their bounce product and they used immense budgets to interview people as to how they would use the product. Do they like it what they don't like about it? So you're basically doing the same thing for free, right? It does cost a little time and a little effort to go in there and build these relationships, but you're going to get invaluable feedback assuming that they want to be shipped, the free thing if they really like it, um you know, it's human nature that a lot of them may go, oh my God, thank you so much. You know, what can I do for you? Can I post this on instagram? And and that's how you begin to build a true community. Now in parallel, you're going to continue doing all the other things that you're doing, but you need to see it, in other words, social media works not through advertisement, but when people talk about your brand and it's not going to happen if you're a new brand, unless you incite people, you get people to talk about it, and the best way to do that is the gifting product, but really doing it to the right people in developing the right relationships along the way. So, I think my follow up question is when you talk about finding these influencers, what you're, when you're talking about, when you're saying like, hey, find these people who would potentially be interested in your products, go find out where they hang out. So if you're selling a pet product, obviously people like for me, I sell cat products, So people who are hanging out in that, love to post pictures of their cats, like those are my people get to know what hashtags are posting stuff like that, connect with them become part of that community. And then when you're part of that community, they're not going to be upset about you reaching out to them saying, hey, I want to tell you about my product, I created this for Cat people, right? Um, I think a lot of people sell things that they aren't at all attached to, right? There's a lot of sellers that are just in it for the money and so they're not attached at all. And so they have trouble. And this is why I always recommend that people sell something that they at least know something about or somewhat passionate about because it's more like a job, you know, if you can't connect to people and do that. So what about finding the right influencers? There are so many influencer platforms out there and it just seems like we've got all these giant influencers that you've got to pay money and you have them, they post something for you, but it doesn't go anywhere and you're just like, man, how do you recommend that we both find and develop the right relationships with influencers. Okay, so this all starts and it's a great point. I agree with you. If you're not passionate about what you're doing, it's gonna be really hard, right? Because how do you create emotional attachment if you don't really care about the product you sell, it's gonna be really hard to, and when you listen to successful entrepreneurs, successful brands, it's because they've been passionate about the product, right about providing a solution, so we need to do a reset on like the concept of influencers. So I wrote this book called The Age of influence, published it last year and I that was my intent was to do a reset because so many people think of influence, I was like, oh, how am I going to reach out to charlie d'Amelio? Or or these people with like millions of followers and you know, Amy, you just mentioned that you're in clubhouse and you have 1000 followers, you're an influencer. Okay, There are not that many people that have 1000 followers and clubhouse, believe it or not. And when I look at a few 100 people that I follow, there's probably, you know very few. So what the influencer marketing industry itself has said over time is they began to sort of, well, you need to have a million followers to be an influence. Well, you need to have like five and over time. It's gone further and further down to the point where you have the concept of a nano influencer of someone having 1000 followers. Now, it's not easy to get 1000 followers by any means. But when you lower to that level, there are a lot more people out there that you can engage with. So when I talk about influencers, I'm talking about people that are active in social media, they have, you know, they post regularly or they engage in conversations about a certain topic and yeah, they have a few 100 followers, right? If they have over 1000 that's even better. But, you know, if you try to reach out to people, which we would call, let's say, micro influencers, they have 10,000 or more, um often what's going to happen is how much you gonna pay me when you reach out to people that are more authentic and real and they're not in it for the money, they didn't buy fake followers to begin with, and they love cats. And if you were to offer them, you know, something for free to try out that's gonna, you know, help them love their cat even more, of course, you know, they're not going to ask for money on the product alone is going to be enough. And this is what brands are finding, right? They're finding that there's a lot of people out there that just for free product will give it a shot, will give you feedback If they like it, maybe they'll post about it, who knows? Right? But that's the sort of thing that I'm talking about here. So if you find people that are active participants, even if they only have like 500 followers, that's still, you know, people that are following them are probably following them for that topic. So, you know, if they can get 100 impressions for something about a cat And you spend all your time trying to build up an instagram following of 1000. And yet every time you post, you only get like 30 or 40 impressions because of the way the algorithms work. Yet these people with smaller followers are getting more impressions because they have a genuine engaging community. These are the people that I'm talking about. So there's a lot of influence or platforms out there. But the best platforms of the social networks themselves, if you're interested in cats, you should be able to do searches and find these people on social media. Right? And if you can't find them on social media, I don't know how influential they are. Let's put it that way. So, you know, start with whatever networks makes sense. I mean instagram is a no brainer. Uh, it's very, very easy to engage with people facebook. Um, if you have a lot of friends and you get introduced to friends or in facebook groups, that sort of a no brainer linked in, depending on the content or you know, depending on the product. Might be a no brainer. Um, you know, Pinterest maybe. Um it's not really, it's more of a search engine and a social network and I think Youtube is sort of the same, but you might be able to be exposed to people and you might be able to at least find out about them and then connect with them on another social network. And twitter is like instagram, it's very, very easy to find people And connect with them. So regardless of what you're selling, you know, try to make a hit list of like 20 1500 people that are that are actively talking about the subject that you're selling a product for start to, you know, follow them, see what they're talking about. Look for opportunities to, you know, comment, engaging conversation and go from there. I love that list of steps that you just gave you guys, anyone who's listening right now, that was gold because number one, go out there and look for those people that are talking about your topic of interest first, before you reach out to them, follow them and find out what they're talking about, engage. You know, get a little more info, a little more intel and then start to engage and then you're going to have a really good idea about how to reach out to them. So my next follow up question, which I know is a question I get all the time. It's like, what do I say? What do I say? Do I just say, you know, here's a free product. But I think that people as Andy mentioned earlier, they sell themselves short. You do have something of value to offer them, right? So to tell them like, hey, I noticed this is what I always do. I follow them a little bit and then I'm like, hey, I noticed that you always post the best stuff like you're really engaging and I love your tips about cats. You know, whatever it is that they're talking about, right? Um, and say, you know, I have this product that I would love to get your feedback on because you know, you seem like an expert that you seem like you really know cats, you know, whatever it is, I'm just giving an example. Um, I would just love to get your feedback and, you know, um, and then if you wouldn't mind, also, you know, if you love it, post and share with your community as well, tell other people about it, that would really help me out. Can I send you one? I don't know. That's how I usually started out. Do you have any tips for us? Yeah. So what's happened over time is that a lot more companies are doing this and maybe you've gotten pitches from other people, especially if you have a podcast, you probably get pitches for people to be on your podcast all the time. If you have a blog you probably get pitches for guest posts all the time. So I think you really need to cut through at the beginning and show that you really care. So mentioning, you know, being even more specific, really personalized and not just in first name, but how what they're doing really relates to the product that you have. You know, notice that you post all these pictures of you know, of cats on hamster wheels and you know, I I you know, I love to have I'd love to be able to build a huge hamster wheel for my cat and guess guess what? I did, right, And this is a product I just created, I think you really love it. Um and I think once you get past that personalization point where you get them hooked that says, hey, I'm a member of the same community as you are, Why I love cats. You know, I love seeing the picture of your cats. I have a Siamese cat to or you know, you're the only person I know that has more cats than I do and I have 14 and 17, whatever it is, just something that really creates that connection. And from there, it's really about Wi FM, which is what's in it for me because people get pitched all the time, especially if they're at that nano influencer level, so make it very clear, no strings attached. I want to send you this products. I, you know, I built it for people like you and I love to get your feedback And there's a lot of companies and, and you know, since Andy, you talked about developing software. I get pitched by all these tools. Companies like, hey, we'll give you a free seven day trial and it's like, dude, I can go to your website and get a free 30 day trial. Right? That's not anything special. But when companies say, hey, you know, you're such an influence in space, we're going to give you like free lifetime and if, if you ever get an expiration, let me know what, we'll reset it for you. And those are the companies that I give feedback for, Right? And then I end up talking about in my presentations and writing about them on my blogs and books because they've given me free access. So that's the same thing. I mean I have free access to Andy's software. I mean so many Softwares and I don't just mean I don't just pitch them like I use them every day on in coaching and everything else. And I genuinely get value from this software and I feel like you know, other people will get value to in various situations. So I sell a lot of anti software because I think it's literally the best listing optimization tool out there on the market and I've used all of them. So it's so great when you can offer something completely free just because you know that if they value it they're going to post about it. So you don't even have to ask them to review it or to post about it. You can just say I would love your feedback and then they get your feedback. They give you feedback and then let them do the work from there. Right? Yeah. So you're trying to build a relationship that has mutual benefits, right? You're going to give them free product. Hopefully they give you feedback if you love it, you know, would love if you post on social tag us, you know, we, we republish our fans photos on our own, so we can, we can promote you a lot on and I think, you know, take it one step further if they come back and say they love it, Hey, are there any of your friends that would really love this product to? We'll ship out a few to your community or hey, do you do affiliate marketing because we can get you set up and you hook you up with a really good commissioner or how can we promote what you do? Do you have any products that maybe we could cosell or that we can promote to our community? It's those companies that go above and beyond that say, hey, this is a partnership and we want to make it win win, and we're not looking at you just because we want your feedback, we'd love to be able to build something deeper, but let's start here, and if you like what you see, let's have more conversations, and this is where, you know, you you begin this process of creating a community where you're you're helping them in more ways than just giving them free product. And this is where brands um really, we talked about people that don't understand the value that they bring. So you as a brand bring tremendous value. You can give them free product. Maybe they thought about creating their own product and you know how to do it right? You know, the great listening app, you know how to do, you know, amazon FB, a you know how to source product from china. There's a lot of I. P. That you have that you might be able to provide others, right? And to them that might be invaluable, then you're really getting people in the partnership. So that's really the mindset is, you know, if I was presenting with my PowerPoint deck right now and I have a picture of the tea ceremony, of a woman in kimono giving U. T. And the idea about the tea ceremony is this once in a lifetime opportunity at this unique point in time between a unique set of people. So every chance you have to engage with someone like this, it is a unique opportunity to build this once in a lifetime relationship that might be able to propel your brand to, you know, levels you didn't know because if this person is really active, let's we're taking the community, for example, they may already be hooked up with brands. They may have a good friend that, you know, is a branch manager at peco that might want to source your product and I don't know right? But that's really the value here. When you are engaging with people that are more influential online, Um you never know what is going to come outside. It's really, I mean, think big, but thinking what you can provide them to really jump start that relationship. And if you could have those conversations with 10 2030, 40, 50 people over the course of a month, you can imagine the sort of activity that's going to happen. Not everyone is going to respond to you. So you're gonna do a follow up, right? And if they don't follow up after that, you'll you'll find new people and that's just it's it's if you're in sales you understand, right? It's it's a numbers game because not everyone is gonna be interested. Um and that's fine, you'll move on to other people. So that's why you wanna have a bigger list than a shorter list and you want to just, you know, if you could talk to someone like that on a daily basis, I mean, I guarantee you, after a month or two you're gonna start to see some activity, you're gonna get some great feedback, you might get some posts on instagram people talking about you and these are fairly influential people and hopefully it's going to start this, this word of mouth that's going to get people talking about your brand, other people coming up to you, you you know, seeing how you can carry these relationships forward. And that's that's the best market you can do today, I think. Thanks for tuning in to [00:25:33] spk_1: Part One of this episode, join us every Tuesday at one PM pacific standard time for live Q and A. And bonus content after the recording at cellar round table dot com, sponsored by the ultimate software tool for amazon sales and growth seller s c o dot com [00:25:49] spk_0: and amazing at [00:25:50] spk_1: home dot com.

25mins

24 May 2021

Most Popular

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#37 Neal Schaffer – How to Build & Monetize Your Personal Brand

Kickoff Sessions

Neal Schaffer is a digital marketing expert, podcast host, author, and lecturer in areas of digital and social media marketing. Neal is a guest lecturer to executives at Rutgers Business School, the Irish Management Institute, and the University of Jyvaskyla in Finland. Some areas of expertise include influencer marketing, social selling, digital transformation of sales and marketing, social media strategy and content marketing.Neal is the author of three books on social media including The Age of Influence educating the why and how every business should leverage the potential of influencer marketing. Check out Neal’s podcast, Maximize Your Social Influence where Neal presents his views on all things social and digital.Our conversation deconstructs the value in building a personal brand to support your digital identity. Neal discusses how to begin creating content to share with your audience and monetize your personal brand. We discuss the difficult nature in publishing content and how to actively work on areas of public speaking and writing amongst many others. Timestamps:(00:00) Introduction (02:43) Neal Schaffer's background (07:36) Strategic pivoting & new opportunities   (11:14) The importance of a personal brand(14:47) How to build a personal brand  (18:52) Leveraging the content of experts(23:00) Sharing your perspective & experiences(27:12) How to monetize your personal brand (32:23) The influence of Instagram & partnerships (38:32) How to become an effective communicator (41:37) Becoming multilingual & challenges(46:35) Outro Follow Kickoff Sessions on Spotify to keep updated with new sessions!If you enjoyed this episode, please consider sharing the session on Instagram or leaving a short review on Apple Podcasts. Tell everyone I'm a semi-decent guy and it really helps to grow the show!For show notes and more episodes, visit Kickoff Sessions website. Sign up to the Kickoff Sessions email list for regular updates and content.Follow me on LinkedInFollow Kickoff Sessions on LinkedInSupport the growth of Kickoff SessionsSupport the music artist FarsiThank you internet people!

47mins

11 May 2021

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How to build a personal brand and why it’s so important with Neal Schaffer

The Content Fix

If you want to build a personal brand so that it can support your business or your professional career, this is how to do it. In this episode, I’m catching up with Neal Schaffer to talk about what a personal brand is (and it’s probably not what you think) and how to maximize its potential as part of your marketing. Whether you’re a start-up, established business or climbing the corporate ladder, we’ve dug into all the different scenarios, even for the introverts who are worried about having to be thought leaders if they use a personal brand! Listen now to find out how, when and why to use and build a personal brand.

41mins

27 Apr 2021

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What are Brand Influencers and Does Your Business Need a Brand Influencer? | Neal Schaffer

Digital Marketing Radio

We’ve all seen influencers on social media share their opinion on different products and services, but how effective really is this as a form of marketing?What precisely do brand influencers do... and does your business actually need a brand influencer?That’s the topic for episode 242 of Digital Marketing Radio where I’m joined by a man who’s an authority on helping innovative businesses digitally transform their sales and marketing. He’s a Fractional CMO and the author of 4 sales and marketing books including the recently published HarperCollins book “The Age of Influence” – welcome to DMR – Neal Schaffer.Secret SoftwareShare a lesser-known martech tool that's bringing you a lot of value at the moment and why that tool’s important for you...Answer: Carro, Frase & ClearscopeNext On The ListWhat's one marketing activity or tool that you haven't tried yet, but you want to test soon?Answer: Circle.io & TeachableMagical MarketerWho's an up-and coming marketer that you'd like to give a shout out to, what can we learn from them and where can we find them? Answer: Miri Rodriguez

43mins

26 Apr 2021

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Influencer Marketing with Neal Schaffer

Easy Prey

Not all social media influencers are equal. Just because someone has a ton of followers doesn’t mean they actually have any influence on their audience. It’s important that we learn to be critical thinkers that do research and not just believe what we hear and read. Whether you’re a business looking to use an influencer to promote your product, or you’re interested in becoming an influencer yourself, this is the episode for you. Today’s guest is Neal Schaffer. Neal is an authority on helping innovative businesses digitally transform their sales and marketing. He’s the founder of the digital marketing consultancy PDCA Social and currently serves as a fractional CMO to several companies. He teaches at Rutgers Business School and the Irish Management Institute and is fluent in Japanese and Mandarin Chinese. Neal is a popular keynote speaker internationally and has also authored four sales and marketing books including his latest, The Age of Influence.  Show Notes: [1:34] - Neal shares his background and how he began working with social media influencers around 2017. [2:29] - It is a huge industry with a lot of money being thrown at it and it is very easy to dupe people. [2:55] - Neal shares the statistic that there’s more than a billion dollars in fraud in the industry. [3:15] - There’s no real way to tell if someone’s followers and engagement are real or fake because you don’t have access to their account.  [4:03] - Influencers have to deliver. Neal explains how social media really works and what questions he asks when looking deeply at influencer profiles. [5:30] - People have to be smart enough and to have a critical mind and analyze what they see. Don’t take anything at face value. [6:37] - Neal compares looking into a social media influencer or someone who seems to be an influencer to shopping on Amazon. [7:30] - The book The Age of Influence by Neal Schaffer answers a lot of questions for business owners looking to potentially hire an influencer. [8:09] - Neal describes how influencer marketing works and what a lot of business owners assume it is like. [9:21] - If you are going to reach out to someone to promote your product, ask them honestly if they’ve used your product. If they don’t care about your product, why would you want them to promote it? Reach out to the right people. [10:39] - Chris shares “influencer fails.” If you treat an influencer like you are hiring them for a project with specific details and restrictions, the worse and less genuine the content is going to be. [11:29] - Influencers can create better content that any business so restricting them is counterproductive. [12:41] - When it is a cut and paste, people can see that. You would be introducing a foreign element into their community. [13:51] - Neal and Chris discuss government involvement in influencer marketing and the potential future in regulations. [14:52] - Neal shares that as a content creator himself, he has been approached by businesses who say they want to work with him but they do not want him to use the term “sponsored.” [15:47] - Disclosures are required but the post can still be genuine. [16:31] - Neal suggests some ways to engage with and develop genuine relationships with influencers that will help in the long run. [17:42] - Good influencers turn down the sponsorships and product promotions that don’t make sense for their own brand. [19:49] - Becoming an influencer is a long haul. Becoming more influential as a side hustle is more realistic. You’re not going to become a millionaire overnight. Because it is a long haul, it needs to be something you are passionate about. [21:14] - Because you are passionate about your niche, you draw people who are also passionate about it and over time you will influence them. [22:46] - As an influencer, keep a short list of brands that you would love to have sponsor you and work to keep your passion clear to draw the followers that will connect with you. [24:26] - There’s no shortcut to the process of becoming an influencer. It is hard work but with strategy it can happen. [25:50] - There are going to be people that push back. Part of building fans is standing up for your niche.  [27:04] - Your profile is your space. If someone is invading your space with negative comments, it is totally okay to delete and block. Your community will likely support you. [27:48] - Neal tells a story about a game he plays on his phone and how it is similar to taking care of your community of followers. [29:26] - If you are a business owner, influencers are an excellent opportunity. If you are a consumer, treat influencers like Amazon product reviews. If you want to become an influencer, don’t do it for the money. Do it for the passion. Thanks for joining us on Easy Prey. Be sure to subscribe to our podcast on iTunes and leave a nice review.  Links and Resources: Podcast Web Page Facebook Page whatismyipaddress.com Easy Prey on Instagram Easy Prey on Twitter Easy Prey on LinkedIn Easy Prey on YouTube Easy Prey on Pinterest Neal Schaffer Home Page The Age of Influence by Neal Schaffer Neal Schaffer on Twitter Neal Schaffer on LinkedIn Neal Schaffer on Instagram Neal Schaffer on Facebook

32mins

7 Apr 2021

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221: How Identifying Your Niche Will Make Your Marketing More Powerful w/ Neal Schaffer

Grow Your Video Business

You already know how to make amazing videos. If only that were enough to sustain your business, you’d be all set. Sadly, outstanding video seldom is enough. To truly get the business you need, you need to market what you do. Today’s guest is here to help us navigate the murky waters of social media marketing so that you can grow your business to the next level. Key Takeaways Don’t get caught up in how many followers you have. What’s more important is promoting the quality of your impact and the value you provide. This will not only help you get discovered but will allow you to charge what you’re worth.   You need to market to a specific need. By trying to market to everybody, you’re marketing to nobody. By specializing in something specific, you’ll be better positioned to market to and find your ideal clients. The more specific you can get, the more powerful and tangible your messaging will be. About Neal Schaffer Neal Schaffer is an authority on helping innovative businesses digitally transform their sales and marketing. Founder of the digital marketing consultancy PDCA Social, Neal also teaches at Rutgers Business School and the Irish Management Institute.  Fluent in Japanese and Mandarin Chinese, Neal is a popular keynote speaker and has spoken on four continents in more than a dozen countries. He is also the author of 4 sales and marketing books, including Maximize Your Social and the recently published The Age of Influence, a ground-breaking book redefining digital influence. The Many Ways Social Media Can Be Used In Marketing We all have to market our businesses. There are countless ways to do this and it will look different for everyone. Neal discusses how to use social media to build your exposure and influence in a way that’s authentic to who you are and your brand.  You need to be specific in your approach. Carefully choose the platform, format, and content that makes the most sense to what you do and who you want to reach. Neal explains how honing in on this will help you differentiate what you do and reach the right clients. This may mean further developing your niche, or even changing it altogether. Being Unique To Leverage Your Connections The thing to remember is that, no matter what, you have a unique experience. That experience is what sets you apart and gives you something worth sharing. Whatever it is, it can be applied to something related to video. Neal reminds us that we are all experts in something. Marketing is merely a way to communicate that you’re an expert to the people who need that expertise. It’s also not that important how many followers you have. What matters more is how connected you are to others. It’s the quality of those relationships that makes the difference. Neal tells us how to use your sphere of influence to get the word out so that more business will start flowing your way.  What could be holding you back from a pivot you need to make? What do you need to do to move forward? How can you use your skills in video to reach out within your sphere of influence? Leave a comment on the episode page! In This Episode: Developing a love of social media as a way to build and promote businesses [5:45] The dangers of comparing your business to others [9:55] Where to start when developing your social media marketing strategy [13:30] Overcoming the fear of niching down [17:12] The power of having processes in your sales strategy [28:40] How to build and leverage your sphere of influence [37:08] Quotes “With social media, it’s so misunderstood and done wrong by so many, and I think if we can teach people at the top level how to do it right, it’s so impactful for people, businesses, and society.” [5:34] “The numbers don’t matter. What really matters is the impact that you have in your community and the market where you’re looking for work.” [12:50] “There are influencers out there, in your community and online, who you can begin a relationship with, collaborate with. I think that can become a really powerful way of getting some word of mouth going for you.” [39:44] Links: Join the Grow Your Video Business Facebook group The Client Budget Workshop Core Storyblocks Find Neal Schaffer online Follow Neal on Twitter | Linkedin | Instagram | Facebook Free Preview of The Age of Influence Additional Links: Check out the full show notes page Do you have something to share on this podcast? Fill out this form here. Be sure to take the Studio Sherpas survey for a chance to win some incredible prizes (if we do say so ourselves!) Stay up to date with everything we're doing at Studio Sherpas Tune in to our weekly Facebook Lives Follow Studio Sherpas on Facebook | Twitter | Instagram If you haven't already, we'd love it if you would take 1 minute to leave us a review on iTunes!

47mins

22 Mar 2021

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Neal Schaffer: The power of influencer marketing

The Fuel Podcast

Neal Schaffer: The power of influencer marketing From the master of influencer marketing – Neal Schaffer. Everything you wanted to know about how the influencer market has become a $16bn industry and why this is only the thin end of the wedge. How can agencies in b2b and b2c leverage its power to help their clients, how can brands find the influencer of their dreams and how can influencers be deployed to help drive new business? Neal’s opinions and advice is much sought-after and in this show, Neal discusses: How CMOs should present influencer activity in the boardroom What industries stand to gain the most from influencer activity Overcoming the teething problems of influencer marketing The difference between social selling and influencer marketing Identifying the right influencer for your brand or company Accountability Fractional CMOs and fractional influencers Plus, Jeremy Davies is having an identity crisis, finding a new job title Huge thanks to MayKing Tsang for her help in setting this interview up! Show notes Neal’s Book: https://nealschaffer.com/ageofinfluence Web: https://nealschaffer.com Podcast: https://nealschaffer.com/podcast Community: https://nealschaffer.com/community The post Neal Schaffer: The power of influencer marketing appeared first on Fuel Podcast.

1hr 4mins

20 Mar 2021

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