Besides sponsoring the first-ever Influencer Marketing Days, Pepperjam is also going to have a speaking representation at the show. The company’s Chief Strategy Officer and veteran performance marketer, Greg Shepard is going to address the subject of “Leveraging the Evolution of Content in Ecommerce Marketing” on Day 1 of our inaugural New York show.
Today I’d like to bring you the interview he has given me:
Question: While the concept is centuries old, influencer marketing became the “buzz word” only a couple of years ago, and advertisers’ interest in it is only getting stronger. What do you think about influencer marketing?
Greg: In the electronic age, influencer marketing is absolutely essential to establishing brand loyalty and it’s good for industry as well. With the advent of social media and the explosion of consumer blogs, brands do not have the same level of control over influencers because they are more diffuse. Therefore, it’s essential that the quality of product and service speak for themselves; this is good for the consumer and the market.
Question: What’s the biggest misconception you’ve seen brands have about influencer marketing?
Greg: I think the most common misconception is how easy brands think it can be to influence influencers, to offer them some kind of incentive to message the way they want them to.
There’s no question that money talks, but in this case it’s less likely to incent falsehood. Influencers have built up a loyal following precisely because they give the impression that they
are not a puppet, but rather are speaking from their own convictions. Asking them to undermine this perceived integrity by shifting their messaging is the same as asking them to put
their investment at risk.
Question: What top 3 mistakes should advertisers be aware of as they look into getting their feet wet in/with influencer marketing?
Greg:
1. “If you can buy good reviews, you’re good to go.” Shoppers who look at reviews or articles are more savvy than this. They typically look to multiple sources before purchasing. If you have one stellar influencer amidst a sea of complaints, you’ve likely wasted money and time on that influencer. The quality and integrity of the product or service must come first.
2. Expecting something for nothing. Don’t be cheap. Incent your influencer with free sample product, invite them to your facilities, create a relationship. Influencers often establish their position through trust and integrity. Brands should do the same.
3. Misalignment. Make sure your influencers and brand identity are in alignment or they could do more harm than good. While targeting new audiences is good, make sure that effort doesn’t alienate consumer groups you’ve already established relationships with.
Question: What is the biggest overlooked influencer marketing opportunity, in your opinion?
Greg: Without a doubt, it’s unpaid consumer advocates who act as a trusted source of information within small social media groups. The reason why this group is overlooked is because there’s only one way to get to them… be the best at what you do. That’s the only way to reach them, and though their immediate sphere of influence may only be a couple hundred people, viral campaigns can start with them. They aren’t motivated by money. They are passionate about the products they promote, and that comes through. That kind of trust can’t be bought.
Question: With 2017 just around the corner, what would you recommend for advertisers to consider implementing as soon as Q4 is over (a New Year’s influencer marketing resolution of sorts)?
Greg: From my perspective, with a performance marketing background, I would suggest utilizing exclusive codes with influencers who can reach key target demographics. Exclusive codes offer a commission on the sale, but that commission always goes to the influencer to whom the code is assigned, regardless of whether other publishers are in the clickstream. This inspires the influencer to create something that will truly go viral.
Question: What do you believe to be the biggest challenge that advertisers face in terms of influencer marketing, and what steps can they take to overcome it?
Greg: Compliance is a huge challenge. As I’ve mentioned before, the pool of influencers has become more diffuse over time, disabling an Advertiser’s ability to control how their brand is represented. After identifying this problem years ago, I worked to establish one of the most comprehensive compliance platforms available to monitor publisher content and activity, thereby ensuring brand integrity remains intact, and that publishers who are looking for a commission play by the rules.
Question: Give us one main reason why marketers should attend your Influencer Marketing Days session.
Greg: Having participated and helped to direct the course of affiliate marketing, I have unique insights into how to incent influencers at a far lower cost. Affiliate is all about maximizing ROAS. A lot of branding initiatives aren’t very considerate of costs, nor are they looking for a direct and immediate response from consumers. The performance marketing perspective makes it possible to engage in highly effective branding campaigns while retaining confidence that there will be a generous return.
Question: If you were to leave brands with one piece of influencer marketing advice, what would it be?
Greg: Influencers give your brand a soul. Apple and Tesla have soul. It started with great products and extraordinary vision, but it was their customer experience and advocacy that gave them that quality of a movement. If you don’t have the advocacy, something is missing. You’re just floating in a sea of brands. There’s nothing revolutionary about that.
You need to reach people on a fundamental level. That’s how you have influence, and that’s how you get influencers to project that influence. It’s not cerebral. You need to get them at the level of their emotions or ego. Your product has to mean something. Either it carries a sense of purpose, it gives them status, or both. It’s about identity. The influencer and the customer need to feel like the brand augments who they are, and who they want to be.
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