Influencer Marketing Consulting and Training

Influencers are the Best Way to Amplify Content

Everywhere you turn there’s more and more talk about influencer marketing. And it’s no wonder. With more and more companies creating more and more content, the differentiator is no longer about who has the best content, but rather who is best at getting that content discovered.

We can help get your content discovered. Based on our work with companies like yours and our own day-to-day experiences running one of the world’s most respected online media companies, we have created, executed, supervised, and measured a LOT of influencer marketing programs.

We want to make sure your content is a hit and we want to help you find and activate influencers to do so.

Convince & Convert is not an agency. We’re a strategy and operations consultancy. If you’re just starting a new influencer initiative, we will show you the way. If you’re wrestling with internal debates about resources, oversight, governance, and metrics, we will provide the clarity you seek.

We use our decades of experience, proprietary audience insights, competitive analysis, 6As metrics system, and operations optimization framework to provide Acceleration Plans that take your influencer program from good to untouchable.

Anne Wymore, Associate Vice President, Marketing & Annual Giving Indiana University Foundation

Our social media program at the IU Foundation was in its infancy when Jay and his team stepped in to help develop our new roadmap. They immersed themselves in our business and developed a comprehensive, step-by-step plan covering channel optimization, content strategy, data analysis and business tracking. Convince and Convert exceeded our expectations in terms of thoroughness, detail and breadth of creative ideas. After two years of work with C&C, we’re continuing to implement their recommendations with great success.

Our clients include adidas, Billabong, Motley Fool, Allstate, David Weekley Homes, Hilton, Comcast, Cisco, and many more.

These organizations trust us because we provide sound recommendations in a straightforward, hype-free fashion. Nearly all of our clients already have in-house teams and/or agencies. But because we don’t provide tactical implementation services, we don’t compete with their current vendors, or their own team: we make them better.

Influencer Marketing Programs We Offer

  • Custom, proprietary research to find the most relevant and receptive influencers
  • Competitive analysis and benchmarking
  • Analysis of your current influencer program
  • Comprehensive influencer marketing strategy
  • In-person influencer marketing optimization workshops
  • Fan activation and UGC counsel and training
  • Employee activation and EGC (employee-generated content) counsel and training
  • Influencer activation and nurturing counsel and training
  • 6As social media/content marketing measurement framework development, including detailed influencer marketing effectiveness metrics

How We Double Your Results

We aim to double the effectiveness of your influencer marketing within 12 months, once we work together to document and launch an enhanced strategic plan.

Our strategic plan process includes these three components:

Discovery & Launchpad – We hit the ground running, and keep the wins coming.

In the first Launchpad phase, we uncover and analyze everything about your business, with an emphasis on social, content, and influencers. We’ll also look at your overall digital marketing, email marketing, Web presence, online customer service and more. Everything is connected in the eyes of your customers.

The work will start with a Brand Anthropology Meeting, a two-hour, in-depth virtual session with you and your team where we will confirm your key goals, and ask you many questions about how your programs operate today.

In addition, we also need to review every conceivable report or statistic you have, and any existing influencer relationships you possess. We realize you may not have all of this pulled together, and our team will help you gather the data we need to complete Launchpad phase.

We’ll also in this phase do a deep dive on your competitors, and we’ll want to talk about them in the Brand Anthropology Meeting.

(OPTIONAL) We sometimes conduct custom, proprietary research to determine your customers’ attitudes about your business and your competitors. We partner with one of the country’s leading research firms to create these massively useful programs.

OUTCOME: A written Launchpad document that establishes your goals, provides you with a detailed competitive assessment, and begins the foundation for the acceleration plan. Delivered in a way that energizes your team and your executives about the road ahead.

Acceleration Plans – Next we focus on each area for digital success.

This is where we help prioritize the areas your team or department need most and deliver not only a strategic guidebook for each digital pillar but exactly the operations, resources and timeline to get it done. The mission playbook is a strategic roadmap inclusive of the business needs required to achieve the goal. We build the rocket, you supply the fuel.

Our strategic recommendations and ideas are delivered in two pieces: 0-120 day action items; and 121-365 day action items.

We also provide a full priority map so you know what to tackle first.

OUTCOME: A detailed strategic and operations plan that tells you precisely what needs to be added or changed to double your effectiveness in approximately 12 months. Includes metrics recommendations, software and personnel recommendations, and tactical ideas that match up to your business goals.

We’ll deliver the Acceleration Plans live on-site at your place. You are going to love it. See some case studies of other brands we’ve helped.

Pathfinder – We continue to work together to fine tune as your team adds fuel to the Acceleration Plans.

Some of the recommendations we make in Acceleration Plans may ask you to leave your comfort zone. They may ask you to learn new skills, adopt new processes, kill sacred cows, or buy all-new cattle. We’ve learned (the hard way, truthfully) that when we give our partners Acceleration Plans and wish them the best, the chances for meaningful success are diminished significantly.

Consequently, we now engage in Pathfinder once the Acceleration Plans have been delivered. In this phase, we work together to implement the recommendations, with our team holding the rudder and your team holding the wheel.

We meet every two weeks to check progress, optimize the plan (because digital, in particular, changes ALL the time), train your team on new tactics, and journey together on a trajectory of success.

Each quarter, we have a longer Pathfinder Progress session where we gather together in a video meeting to take a long look at key project metrics and milestones, and do a deeper dive on where the plan should change.

And, at all times, you have access in nearly real-time to our entire roster of senior strategists with rich background in brand-driven influencer marketing. We are on call and at your disposal to provide advice and counsel about all things influencers, social, Web, email, mobile, content, customer service, and beyond. We are the virtual, strategic extension of your team. High five!

Let’s talk about doubling your effectiveness

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