Social Media Lessons from the Performance Marketing Revolution

Performance Marketing Funnel

If you’ve spent any time in or around sales, the word “funnel” likely has a deeper meaning than the plastic cones you use in the kitchen. According to Robert Glazer of Acceleration Partners, the concept of a sales funnel directly applies to the world of performance marketing as well.
In the same way you market to your customers, finding performance partners should move from a broad approach to deeper, more personal interactions. Rather than work for a sale, filter out the influencers who are not as good of a fit for your business. You’ll end up with a select group who will engage with both your product and your customers in a genuine way.
It is easy to assume that “big name” influencers will be successful in pushing your product out to a much larger audience, but eyes do not necessarily equal buys. By finding the influencers with smaller but much more specific audiences, you can put your product in the hands of people who care to carry it on to an audience who cares.

In This Episode

• Why recruiting performance partners is a funnel, just like sales.
• How performance marketing has changed in the last decade.
• Why influencers with smaller but more relevant audiences are far more valuable than a massive, indifferent audience.
• Why Instagram has been so valuable for building a lifestyle following.
• Why you should commit to creating content consistently.
• How to manage many performance partners successfully.
• How to develop a healthy employee culture.

Quotes From This Episode

“Recruiting is the thing that is neglected in most programs.” — @robert_glazer
Instagram is letting brands create documentaries with their own authentic customers. Click To Tweet
“The biggest mistake that companies make is trying to be average at six channels when they will be better off being great at one or two.” — @robert_glazer

Resources

• ICUC
• Salesforce
• Performance Partnerships by Robert Glazer
• Principles by Ray Dalio