Author: Gordon Glenister

PODCAST INTERVIEW MARKETING – WHAT IS IT? FT. TOM SCHWAB

In this episode we unveil the growing phenomenon of podcast marketing. Founder of the Interview Valet, Tom Schwab literally wrote the book on podcast guesting. He says blogs don’t work anymore but getting yourself featured on podcasts is a great way to build your brand. Now with a team of 22 employees across Europe and America the business has grown rapidly over the last 9 years.

Often called the called the Godfather of podcast guesting, talks about his strategy at conferences all over the world. He is delighted to share some of them with us on the show You can find more about Interview Valet here.

HOW TO CREATE AWESOME VIDEO CONTENT FT. DAN BARKER

Dan Barker is a former aerospace engineer who now runs a video production company focused on helping manufacturers. After picking up a camera in 2012 to help with his wife’s business, he realised how much he enjoyed photography. Making time to teach himself about photography and business while working full-time in aerospace engineering, he gradually began to pick up paying clients. Video production soon became a large part of the offering and is now the main focus of the business.

The ability to craft messages and stories with video is appealing to any marketer. His book, Manufacturers Video Content Goldmine, shows manufacturers how much potential there is within their business to create engaging video content and help position themselves as experts within their industry. His team create high-end video for manufacturers and advise on how best to utilise video in their marketing and across the business.

FIND YOUR PASSION SAYS GLOBAL WILDLIFE PHOTOGRAHER AND ENTREPRENEUR FT. ROIE GALITZ

Roie Galitz (born 1980) is an award-winning, NYC based, wildlife photographer and entrepreneur. For over a decade, he has been exploring and documenting our planet’s wildlife and nature, from the Arctic to the Antarctic. His intimate and innovative work (BBC, Nat Geo) gets great exposure worldwide, millions of views and frequent appearances in the media. It was presented in local and international exhibitions, featured in exclusive magazines and honored with over 70 international awards, including the prestigious Picture of the Year for reportage of Science and Natural History.

With equal passion and commitment, Roie is acting as a Greenpeace ambassador and engaging in conservation work around the globe. His video and still photography is a strong testimony to the struggle of the majestic animals he meets throughout his expedition, under the threats of climate change . To help protect them, he shares their stories in fascinating talks. He is recognized for his talks at the United Nations HQ, the NYC Climate Week and TEDx talks in Helsinki University, Glasgow and Wexford alongside global conventions everywhere. In his homeland of Israel, Roie is a leading figure in the field of photography and was named to The Marker’s magazine 40 under 40 list.

He shares his knowledge and passion with tens of thousands of photography lovers at the establishments he founded: Galitz School of Photography; largest photography school in Israel (founded 2007), Phototeva Expeditions; one of the world’s top 10 photography expeditions companies (Founded 2010), Composition Magazine; Israel’s most popular photography magazine (Founded 2009), and the Annual Israeli Photography Convention (Founded 2008). Roie is an Explorer, member of the Explorers Club and is a board member of the Israeli Nature and Heritage Foundation.

WHAT IT’S LIKE INSIDE A MUSIC TALENT AGENCY FT. MARK ADAMS

Mark Adams is the Founder & CEO of Blinding Talent, a UK-based Artist Development, Digital Marketing and Creative Services agency. With an entertainment industry career spanning nearly 3 decades across music, print media, radio and TV, Mark’s personal career highlights have included producing video formats with Spotify and YouTube alongside playing a key role in breaking artists in the UK market through prioritised TV and Radio support and innovative programming strands.

These artists include: All Time Low, Anne Marie, Dua Lipa, Ed Sheeran, George Ezra, My Chemical Romance, Pink, Rag’n’Bone Man, Tom Grennan, Years & Years, and many more. Mark is now using his network and experience, with a hand-picked team to nurture new artists and support them in preparing for their big break.

What is an Influencer Talent Agency? Everything You Need to Know

What is an Influencer Talent Agency? Everything You Need to Know

In the rapidly evolving world of digital marketing, influencer talent agencies have become pivotal players in connecting brands with creators. With the rise of social media and influencer marketing, both brands and influencers need professional guidance to navigate collaborations effectively. This is where an influencer talent agency steps in, helping creators manage their careers, brand deals, and more, while ensuring that businesses reach their target audiences through the perfect influencers.

If you’re a brand, an aspiring influencer, or simply curious about how the influencer industry works, understanding the role of an influencer talent agency can shed light on the fascinating dynamics of the influencer marketing space.

Understanding Influencer Talent Agencies

An influencer talent agency represents social media influencers in the same way traditional talent agencies represent actors or musicians. These agencies handle everything from talent management to securing brand partnerships, ensuring that their clients can focus on what they do best: creating genuine content that engages audiences.

An influencer talent agency acts as a bridge between brands and influencers. It helps influencers by managing their professional engagements and supports brands by connecting them with the right influencer talent. Whether it’s managing a talent roster, negotiating brand deals, or strategising influencer marketing campaigns, these agencies are experts in enhancing the influencer’s career and delivering results for brands.

Why Influencer Talent Agencies Are Essential

In a crowded digital space where brands need to stand out, influencer talent agencies have become an integral part of influencer marketing strategies. These agencies curate a talent roster of the sharp talent needed to run successful campaigns across multiple platforms, including social media giants like Instagram, TikTok, and YouTube.

Influencer agencies are skilled at identifying which creators align with a brand’s goals and values. They employ data-driven approaches to ensure that influencers reach the intended target audience, boosting brand awareness and credibility. Additionally, agencies manage a talent roster that includes not only well-known figures but also micro influencers—individual creators who, despite having a smaller following, can drive authentic engagement and target niche demographics.

The Role of an Influencer Talent Agency

An influencer talent agency is responsible for several crucial functions:

  1. Talent Management: The agency takes care of managing the influencer’s career, which includes setting up brand partnerships, negotiating contracts, and maintaining long-term relationships with clients. This enables influencers to focus on creating content without the burden of administrative tasks.
  2. Influencer Marketing Campaigns: These agencies are experts in planning and executing influencer marketing campaigns. They help brands identify the right influencers for their campaigns and ensure that these collaborations align with the brand’s image, reach their target audience, and deliver effective results.
  3. Brand Deals and Negotiation: Influencer talent agencies negotiate brand deals on behalf of their talent, ensuring that the terms are beneficial for both the brand and the influencer. This includes managing payment structures, timelines, and deliverables, as well as protecting the influencer’s personal brand.
  4. Campaign Management: Beyond just making connections, influencer agencies also manage the entire campaign lifecycle. From conceptualisation to execution and evaluation, these agencies are responsible for making sure campaigns run smoothly and meet the objectives set by brands.
  5. Strategic Guidance: Influencer talent agencies offer strategic guidance to both influencers and brands. This means advising on the type of content that works best, identifying the best social media platforms to use, and ensuring that the message delivered resonates with the target audience. 

Types of Influencers Represented by Talent Agencies

Influencer talent agencies manage a wide variety of talent, including:

  • Social Media Celebrities: These are influencers with large followings who are often considered celebrities in their niche.
  • Micro Influencers: Micro influencers typically have a smaller, more engaged following. They are great for targeting specific audiences and often have stronger relationships with their followers.
  • Niche Content Creators: Influencers with expertise in specific areas, such as wellness, fashion, or technology, who can provide genuine content that resonates deeply within their niche.

These diverse groups of influencers are part of a talent roster that allows agencies to connect brands with the perfect influencers for their marketing campaigns, whether they are looking for broad reach or engagement within a specific community.

Influencer Talent Agencies vs Influencer Marketing Agencies

While influencer talent agencies and influencer marketing agencies may seem similar, they play different roles within the influencer ecosystem.

  • An influencer talent agency represents influencers, managing their career, negotiating contracts, and helping them secure brand deals.
  • An influencer marketing agency works on behalf of brands to create and manage influencer campaigns. They are responsible for finding the right influencers for a campaign, designing the strategy, and ensuring that the campaign meets its objectives.

Sometimes, an agency might combine both roles, acting as a full-service provider that manages both the talent and the campaign for the brand. Well-known agencies like Viral Nation and Goat Agency offer these comprehensive services.

The Process: How Does an Influencer Talent Agency Work?

The process of working with an influencer talent agency typically involves the following steps:

  1. Talent Scouting and Signing: Agencies actively scout for new influencer talent that matches their portfolio needs. This can include influencers with a high follower count, excellent engagement rates, or unique content styles.
  2. Developing a Personal Brand: Once signed, the agency works with the influencer to develop their personal brand. This involves crafting a consistent image, voice, and content strategy to attract brand partnerships.
  3. Brand Partnerships and Campaigns: The agency uses its industry connections to secure brand deals for its talent. These partnerships often lead to larger influencer marketing campaigns, where the influencer is a central part of the brand’s advertising efforts.
  4. Campaign Management: Agencies manage the entire campaign process, including content creation, posting schedules, and analysing results. This full-service management allows brands to focus on their overarching strategy while the agency handles the intricacies of campaign execution.

Benefits of Working with an Influencer Talent Agency

For both influencers and brands, there are numerous advantages to working with an influencer talent agency:

  • Access to a Talent Roster: Brands gain access to a talent roster of vetted influencers, which includes micro influencers, sharp talent, and those with a proven ability to reach millions.
  • Efficient Campaign Management: The agency handles every aspect of the campaign, including influencer campaigns and content creation. This saves brands time and ensures high-quality, consistent execution.
  • Brand Credibility: Influencers can significantly enhance a brand's credibility. Working with a talent agency ensures that the selected influencer aligns with the brand’s values and audience, thereby increasing campaign success.
  • Strategic Insight: Agencies provide strategic guidance based on data and industry knowledge. This means better decisions regarding the right influencers, platforms, and content styles to use for each campaign.

Top Influencer Talent Agencies to Know

When it comes to top influencer talent agencies, a few names stand out in the industry for their expertise, talent rosters, and successful campaigns.

  • Viral Nation: Known for its wide range of influencers, from micro influencers to global celebrities, Viral Nation helps brands launch effective global campaigns by providing a holistic approach to influencer marketing.
  • Goat Agency: Goat Agency is renowned for connecting brands with influencers who create genuine, engaging content. They have a strong track record in executing campaigns across various social media platforms.
  • Creator Club: Specialising in niche creators, Creator Club offers strategic guidance and helps individual creators build their brand while connecting them with businesses that align with their image.
  • Gordon Glenister Associates not only is an international expert in influencer engagement but also specializes in executing employee advocacy programs

Challenges Faced by Influencer Talent Agencies

Like any other industry, influencer talent agencies face their own set of challenges. One major issue is the ever-changing landscape of social media. Platforms constantly update their algorithms, and trends can shift almost overnight. This requires agencies to stay agile and up-to-date to ensure their strategies remain effective.

Another challenge is the balance between authenticity and commercial content. Influencers are often wary of becoming “too commercial,” which might alienate their audience. Agencies must strike a balance between delivering for their brand clients and maintaining the genuine content that makes influencers relatable to their followers.

How Do Influencer Talent Agencies Make Money?

Influencer talent agencies typically earn money through a percentage of the influencer’s earnings. This can come from brand deals, appearances, or other campaigns. The agency fee generally ranges from 15% to 25% of the earnings generated through collaborations.

For brands, agencies may charge for campaign management services, taking responsibility for creating, managing, and analysing influencer marketing efforts. This dual income model allows agencies to earn from both the influencer and brand sides of their partnerships.

Do You Need an Influencer Talent Agency?

If you’re an influencer looking to scale your career and connect with major brands, working with an influencer talent agency can be incredibly beneficial. Agencies provide the expertise and industry contacts necessary to land lucrative brand deals and ensure long-term career growth.

For brands, especially those entering the influencer marketing space for the first time, an influencer marketing agency or talent agency can provide essential guidance. From helping to identify the right influencers to managing the entire campaign, an agency simplifies the process and increases the likelihood of a successful partnership.

Conclusion

Influencer talent agencies play a critical role in today’s digital marketing landscape. By bridging the gap between brands and influencers, they ensure that collaborations are strategic, successful, and beneficial to all parties involved. Whether managing talent or running full-fledged influencer campaigns, these agencies have become indispensable for creators and brands alike.

With expertise in talent management, campaign execution, and brand partnerships, influencer talent agencies are set to shape the future of digital marketing. Brands looking to leverage influencer marketing can rely on agencies to provide strategic guidance, manage relationships, and ensure a streamlined and effective campaign. Influencers, on the other hand, benefit from professional representation that allows them to focus on what they do best—creating content that connects and inspires.

 

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

Unlocking the Power of Key Opinion Leaders (KOL) Marketing for Modern Brands

In today’s rapidly evolving digital landscape, brands are continuously seeking innovative strategies to stand out in competitive markets and build brand credibility. One such strategy that has gained substantial traction is Key Opinion Leader (KOL) marketing. This approach allows brands to leverage the influence of respected figures in specific industries, reaching targeted audiences more effectively than traditional advertising channels. In this article, we will explore the intricacies of KOL (Key Opinion Leader) marketing, its key components, and why it has become a cornerstone in modern marketing strategies.

What is KOL Marketing (Key Opinion Leader)

Key Opinion Leader (KOL) marketing refers to the practice of using influential individuals to promote products, services, or ideas to a targeted demographic. Sometimes this is called a variance of Influencer Marketing too but having a key opinion leader is a slightly different emphasis. A KOL is an expert or authority in a specific niche who commands the trust and respect of their audience due to their knowledge, experience, or professional achievements. These individuals possess the power to shape consumer perceptions, guide purchasing decisions, and enhance brand values credibility. They want to be seen as a respected key opinion leader in their industry and are often visible across a wide range of marketing channels.

Unlike social media influencers, who are often selected based on follower count, KOLs are chosen for their deep understanding of their field and the meaningful insights they offer. They may include industry experts, thought leaders, or prominent figures in sectors like healthcare, fashion, technology, or even the arts. For businesses, aligning with the right KOL can significantly boost sales, increase brand visibility, and build long-term relationships with customers.

The Rise of KOL Marketing

KOL marketing has surged in popularity over the last decade, particularly in China, where it has become a dominant force in the marketing world. The rise of social media platforms such as Instagram, TikTok, and YouTube has expanded the reach of KOLs, allowing them to engage with a global audience. Brands have recognised the value of tapping into this niche audience through KOL partnerships, enabling them to reach consumers in a more authentic and meaningful way.

KOL marketing is particularly effective because it relies on the trust and credibility these leaders have built over time. Their audience is highly relevant to the key subject matter. and with the right brand collaboration they deliver more than just brand awareness but brand sales, insights, connection with the brands ideal target audience. Their followers view them as reliable sources of information, and their recommendations carry considerable weight. This stands in stark contrast to traditional advertising, where consumers are often skeptical of overtly promotional messages. By partnering with KOLs, brands can communicate their value propositions more organically, fostering trust and loyalty among their target audience.

The Difference Between KOLs and Influencers

While KOLs and influencers may seem similar on the surface, there are distinct differences between the two. Traditional influencers, often selected based on their large follower count, focus primarily on social media engagement. Their authority stems from their ability to create visually appealing content and interact with their audience in a relatable manner. However, influencers are not always experts in their field, and their influence may be limited to the size of their audience rather than the depth of their knowledge. There are similar influencer marketing practices however with key opinion a leader which are considerably different from traditional marketing channels and that’s why they work in enhancing brand's sales and increasing brand awareness.

On the other hand, KOLs are respected experts with a deep understanding of their particular field. Their influence comes from years of professional achievements, research, or contributions to their industry. For instance, a leading dermatologist would be considered a Key Opinion Leader in skincare, while a popular beauty blogger would be classified as an influencer. Both play important roles in marketing strategies, but KOLs offer a higher level of trust and authority.

Benefits of KOL Marketing

The benefits of KOL marketing are vast, making it an attractive strategy for brands looking to enhance their visibility, credibility, and sales. Some key advantages include:

- Enhanced Brand Credibility: Aligning with a respected KOL can significantly boost a brand’s credibility. Consumers are more likely to trust a product recommendation from a KOL because of their expertise and reputation.

- Increased Engagement: KOLs typically have highly engaged audiences. By collaborating with a KOL, brands can tap into this engaged and relevant audience, resulting in higher engagement rates than traditional marketing methods.

- Targeted Reach: KOLs often have a niche audience that aligns with a brand’s target demographic. This allows brands to reach the right audience more effectively, leading to higher conversion rate and a closer target market opportunity.

- Shaping Consumer Perceptions: KOLs have the ability to influence how consumers perceive a brand, product, or service. Through their expert opinions, they can sway purchasing decisions and create positive associations with a brand.

- Boosting Sales and Visibility: Through KOL marketing, brands can experience a significant boost in sales and visibility, particularly when the KOL is well-aligned with the brand’s values and objectives. Their recommendations can drive purchasing decisions, increase brand awareness, and elevate the brand’s image within a competitive market.

Examples of KOL Marketing Success

Many brands have successfully leveraged KOL marketing to build brand visibility and drive sales. A notable example is the collaboration between Estée Lauder and Chinese KOL, Viya. With her deep understanding of beauty products and vast influence on social media, Viya was able to promote Estée Lauder’s products to her niche audience, resulting in a significant boost in sales and brand credibility.

Another example is Nike’s partnership with professional athletes, who serve as KOLs in the sports industry. These athletes not only have a deep understanding of the products they endorse but also command the trust and admiration of their followers, making them highly effective in promoting Nike’s products to a targeted audience.

Integrating KOL Marketing into Your Strategy

To successfully integrate KOL marketing into your overall marketing strategy, it’s important to treat it as a long-term investment. KOL partnerships should not be approached as one-off campaigns but rather as part of an ongoing effort to build credibility, engagement, and trust with your audience. Here’s how to incorporate KOL marketing effectively:

- Set Clear Objectives: Define what you want to achieve with your KOL marketing campaign. Are you looking to increase brand awareness, boost sales, or enhance your brand’s image? Having clear brand objectives will help guide your partnership with the KOL and ensure that both parties are aligned.

- Foster Long-Term Relationships: Building long-term relationships with KOLs can yield more sustainable results. Rather than focusing on short-term campaigns, consider how you can collaborate with KOLs on an ongoing basis to continuously engage their audience. Allow KOLs, creative freedom so that they can be a true industry expert for a brand is hugely powerful.

- Monitor and Measure Performance: It’s essential to track the performance of your KOL campaigns. Use metrics such as engagement rates, brand visibility, and sales conversions to evaluate the effectiveness of your KOL partnerships and make adjustments as needed.

Examples of how you can use KOLs (Key opinion leaders)

Good examples maybe brand KOL partnerships for online posting, but a lot of these individuals will collaborate on research pieces, attend events as keynote speakers, deliver educational workshops, even take over social media accounts, appear on podcasts. They're aim is to increase brand awareness, world of mouth advocacy and help drive an engaged audience through all sorts of marketing channels.

The Future of KOL Marketing

As digital marketing continues to evolve, KOL marketing is poised to play an even larger role in shaping consumer behaviour and brand perceptions. With the increasing reliance on social media platforms and the growing demand for authentic, expert-driven content, KOLs will remain a valuable asset for brands looking to cut through the noise of traditional advertising and reaching their target audience.

The future of KOL marketing will likely see more brands integrating KOLs into their broader digital marketing strategies, combining the reach of social media influencers with the authority of key opinion leaders. By staying ahead of trends and continuously refining their KOL marketing efforts, brands can maintain a competitive edge in today’s dynamic market landscape.

KOL marketing offers a powerful way for brands to build credibility, engage with niche audiences, drive tangible results and build social media presence. By understanding the differences between KOLs and influencers, choosing the right KOL for your brand, and integrating KOL marketing into your overall strategy, you can unlock the full potential of this innovative marketing approach. Whether your goal is to increase brand awareness, boost sales, or shape consumer perceptions, KOL marketing provides a proven path to success in today’s digital age.

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

WHY DO 84% OF LARGESCALE DIGITAL PROJECTS FAIL WITH MY GUEST NEJ GAKENYI

In todays episode we talk about why digital transformation projects sometimes fail and what needs to be done in all parts of the process. A lot of this is due to mindset and a desire to change.

We draw on examples in the association world where there are often multiple stakeholders involved. Nej talks more about the importance of Digital Evolution and why associations need to be constantly evolving in the digital landscape.

If you want to find out more about GRM Digital head over to the Membership World Solutions Centre or connect with Nej on Linkedin

This show is kindly sponsored by RD mobile – www.rdmobile.com

HOW DID THE INFLUENCER MARKETING INDUSTRY START FT. DANIELLE WILEY

Danielle is widely recognized as an industry leader in content marketing, influencer marketing and social media strategy. Prior to founding Sway, Danielle ran social strategy for Edelman’s Chicago-based digital group. Recognizing a need to professionalize and streamline the process for connecting influencers with brands, she founded Sway Group in June of 2011. Danielle has been featured in AdWeek, AdAge, TechCrunch, Digiday, VentureBeat, MediaPost, Marketing Land and PR Daily. She has also spoken at numerous industry conferences including BlogHer, iMedia, SXSW, CES and the SMX Search Marketing Expo.

HOW TO ACHIEVE $12M SALES IN A YEAR ON TIKTOK SHOP FT. MATT ‘DAPPZ’ MCGUCKIN

Matt ‘Dappz’ McGuckin is the Founder of Dappz Sports, the largest cross platform sports and entertainment media company in the trading cards and signed memorabilia hobby. Dappz is a true sports fan who’s had sports at the epicenter of his entire life. His grandfather was a scout for the New York Jets, so he and his family were very much a football family. As the visionary and creator behind Dappz Sports, Dappz has taken his passion for sports cards and his passion for entertainment to new heights.

Recognising the resurgence of the trading card market in 2019, Dappz seized the opportunity to showcase the value of sports cards and memorabilia through delivering a 24/7 online live-shop experience for some of the largest fandoms in the world. Early success and an ever-growing fanbase has since led to the establishment of the Dappz Sports brand as the industry leader in the trading card hobby. At the helm of Dappz Sports, Dappz aims to demonstrate the true entertainment value trading cards brings. He is also an advocate for mental and physical health. He remains passionate about keeping a personal growth mindset, and is always seeking positive methods that help him and his team thrive. In 2023 his livestreams on Tiktok generated $12m in sales.