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Social Media Lessons from the Performance Marketing Revolution

Authors: Ray Buckner Robert Glazer
Posted Under: Social Pros Podcast
Social Pros Podcast logo
Hosted By
Ray Buckner

Anna Hrach

Convince & Convert
Ray Buckner

Daniel Lemin

Convince & Convert
Ray Buckner

Erika Lovegreen

ICUC Social
About Social Pros Podcast:

Social Pros is one of the most popular marketing podcasts in the world, and was recently named the best podcast at the Content Marketing Awards. Listen for real insight on the real people doing real work in social media. You get the inside stories and behind-the-scenes secrets about how companies like Ford, Dell, IBM, ESPN, and dozens more staff, operate, and measure their social media programs.

Thank you to our sponsor ICUC Social.

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


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


See you next week!

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