Reframing Influencer Marketing to Ignite Your Brand
Do brands want instagrammers and YouTubers to post about them? Or do they want to influence an audience to try or buy their product? The term “influencer marketing” has become how we refer to the former. Winfluence is a strategic guide to help us more adequately define the latter. That is what smart marketers hope to accomplish.
What They're Saying
“Influence is a verb, not a noun. Jason's fantastic new book shows you how to create a marketing strategy based on true community and real engagement, and he lays out an actionable plan for what that means in an increasingly social/digital world. Winfluence is the approach your business needs!”
“Falls correctly pinpoints that ‘influencers’ are just the beginning of a much larger game of influence marketing; a game that is determining the success or failure of every brand and business.”
Erik Qualman, Five-Time Best-Selling Author; Socialnomics, Digital Leader, What Happens in Vegas Stays on YouTube
“The expertise inside Winfluence is worth 100x what the book costs. Eventually, influence marketing will be the only marketing that works, and this is the must-have handbook that teaches marketers precisely how to do it (and do it right).”
Winfluence - Reframing Influencer Marketing to Ignite Your Brand argues that the business world has pushed the practice of influencer marketing into a corner. Simply by labeling it “influencer” marketing, we predispose one another to think of using social media stars with big followings in pseudo-advertising executions. Author Jason Falls proposes we reframe our thinking to focus on “influence” marketing (without the “r”) so we can get back to focusing on the goal -- to influence -- rather than the channel -- the influencers.
Falls poses his proposition through his unique, no-nonsense voice and engaging storytelling style by framing how the problem of mislabeling the practice of influence came to be, establishing the business case for correcting it and illustrating how to approach this newly reframed approach -- influence marketing -- strategically.
Winfluence establishes six steps to building successful influence marketing campaigns, providing the reader with practical, how-to instructions for implementation. But further dives into Falls’s Four Purposes of Influence Marketing, a deep discussion of case studies which bring to life the significant strategic output of influence work: Persuasion, Association, Validation and Enthusiasm.
The book includes a focus on measuring influence marketing success and includes bonus worksheets to help marketers score and prioritize influence partners and measure the return of full influence campaigns.
Falls finishes the book with some cautionary advice for brands and marketers on avoiding too much dependency on tools and technology to protect what he calls, “The Human Side of Influence.”
Winfluence - Reframing Influencer Marketing to Ignite Your Brand is Falls’s third book on digital marketing strategy. He is a 25-year veteran of the public relations industry (which he calls “old school influence marketing”) who has been recognized as a social and digital thought leader by Entrepreneur, the BBC, the Wall-Street Journal, Forbes and BusinessWeek. He also hosts a companion podcast also called Winfluence, which can be found at jason.online/winfluencepodcast.
Winfluence - Reframing Influencer Marketing to Ignite Your Brand is a 2021 title from Entrepreneur Press. It will be available soon on Amazon, Barnes & Noble, GoodReads, and wherever books are sold.