THE BASIS POINT

The REAL definition of Influencer Marketing

If your brand is what others say about you when you’re not in the room, then you only get to call yourself an influencer if OTHERS call you that first.

Here are a few quick notes on influencers and whether influencing is a profession.

– Most self-proclaimed influencers don’t realize the truth, which is that others must see you as an influencer before you’re legit.

– As with all endeavors, “fake it till you make it” applies to an extent. But too many self-proclaimed influencers are fully fake.

– If your brand is what others say about you when you’re not in the room, then you only get to call yourself an influencer if OTHERS call you that first.

– “Others” must be real players (companies, execs, and other groups/people with real money to spend on influencer marketing) in industries you where you have influence.

– If the point of being an influencer is making money, then these others better think you have influence.

– Influence is a combination of audience and subject matter expertise/authority.

– Audience always matters, but subject matter expertise and authority should always matter more. Because the right influencer deals can put you in front of bigger audiences.

– And you only get the right deals if you’re the known expert and/or authority.

– Subject authority and expertise are different. Authority applies to areas like fashion and consumer goods where being outspoken and cool can earn you influence. Expertise applies to areas like finance and politics where you must know your sh!t to earn real influence.

– Influencer authority vs. expertise is a whole influencer marketing post I’ll do another time.

– For now, what do you think others say about you and your brand when you’re not in the room? Comment below or reach out directly.

 
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