The Anonymous Marketer is supported by:
Episode Summary
In this episode, host Nick Bennett engages in a thought-provoking discussion with guest Justin Levy on the evolving landscape of the creator economy and influencer marketing. They delve into the complexities of the influencer sphere, highlighting the importance of authenticity, community value, and strategic partnerships in driving impactful results.
Nick and Justin explore the intricacies of influencer marketing, particularly the necessity for a symbiotic relationship between brands and influencers. They underscore the need for brands to respect the creative freedom of influencers, fostering a mutually beneficial relationship that resonates with their communities.
Toward the end, Justin shares valuable tips for brands and creators looking to venture into influencer marketing. Emphasizing the importance of trust, value alignment, and collaboration, his insights offer a roadmap to a successful influencer marketing strategy. An engaging episode packed with insights, it’s a must-listen for anyone seeking to navigate the intricate world of influencer marketing.
Guest Profile
- Name: Justin Levy
- What he does: Head of Influencer Marketing and Community at Demandbase
- Company: Demandbase
- Noteworthy: Pioneer in leveraging influencer marketing for B2B, driving value with authenticity.
Key Insights
- Trust and Value: Cornerstones of Influencer Marketing. Nick Bennett and Justin Levy discuss the importance of building a foundation of trust and mutual value in influencer marketing. Brands should identify creators who are not only aligned with their values but also can bring significant value to their community. It's not just about what the influencer can do for the brand; the brand should also add value to the influencer's community. This mutual respect and value exchange fosters a more authentic and effective collaboration.
- Influencer Marketing: Education and Transparency. The conversation sheds light on the need for increased education and transparency in influencer marketing. With the rise of the creator economy, there's a demand for more knowledge about the ins and outs of influencer marketing. The speakers highlight the importance of clear communication when it comes to influencer partnerships, especially to avoid any gray areas. They advocate for a more informed and open influencer marketing landscape.
- Innovating Influencer Marketing: Beyond One-Sided Relationships. Levy and Bennett bring forward the concept of "Influencer Marketing 2.0," emphasizing the shift from one-sided to integrated, collaborative processes. Brands need to involve creators early in the process, treating them as partners rather than just content producers. Instead of dictating terms, brands should offer creative control and value the input of the influencers. This collaborative approach fosters better outcomes and nurtures long-lasting relationships.
Episode Highlights
The Role of Authenticity in Influencer Marketing
Authenticity plays a crucial role in influencer marketing. Nick Bennett and Justin Levy discuss how an influencer’s genuine love for a product or service can lead to more successful collaborations. Transparency is key, and influencers should always be honest with their audience about their relationship with a brand.
“No one should have to say that that’s an ad or a partnership or things like that, because it, in that case, in other cases, I know when I see you recommend some products and stuff and you always say,’ I just love this product.’” – Justin Levy
Adapting B2C Influencer Marketing Strategies for B2B
The podcast touches on the need to adapt B2C influencer marketing strategies for the B2B landscape. Many B2B professionals don’t have experience with B2C influencer marketing, so there’s a need for more education and guidance in this area. Nick and Justin discuss how B2C techniques can be applied effectively in B2B contexts.
“A lot of people don’t come from a B2C background or, like, know what happens in B2C when it comes to influencer marketing, and I feel like people like you and others are doing a really great job of shedding light on what influencer marketing is.” – Nick Bennett
Brands Must Avoid Over-Controlling Influencer Collaborations
Nick and Justin stress the importance of giving influencers creative control in collaborations. Brands should avoid dictating every step of the collaboration, as this could hinder the influencer’s creativity and negatively impact the results.
“If I really like the type of content that you produce, and maybe that’s video; you’re excellent at video on LinkedIn. If I try to bring you in and then say, ‘Nick, I expect you to go write blog posts.’ Not only are you gonna say no because it’s not something that you feel you’re strong at, but your community isn’t gonna recognize it because, again, we’re trying to force you to do something and not caring about your community.” – Justin Levy
Brands Must Focus on Bringing Value to Influencers and Their Communities
The conversation emphasizes the need for brands to focus on bringing value to both influencers and their communities. This approach ensures a mutually beneficial relationship and fosters long-lasting, successful collaborations.
“So if your brand’s just getting started, or a creator or in the… you know, maybe an individual creator at the company is just getting started. Start with always the mindset of bringing value not only to your community but to the community of that creator, that influencer that you want to work with.” – Justin Levy
