How To Build An Army Of Influencers To Promote Your Products with Eelco de Boer - I Love Marketing Episode #443

If you build an army of influencers that are happy to get paid and happy to promote at any time for years to come, you will have amazing results. It cost literally zero hours of your time. If you have a who, there's almost no technical stuff. You will have consistent traction around your brand. It's not depending on algorithms or Facebook or Google policies or bands or all of that stuff.

If you'd like to join world renowned entrepreneurs at the next Genius Network event, or want to learn more about Genius network, go to geniusnetwork.com what would it be like for whenever you launch anything new? A new book, a new video, a webinar, a new promotion, you would have an army of powerful influencers that will simultaneously start promoting your offer on their Instagram, YouTube, other social media channels. In the last couple of months, longtime Genius Network member and current 100x member and Ilko DeBoer from Amsterdam, he started cracking the code with building an army of influencers that are promoting his book.

So today I'm going to talk about how to build an army of influencers. So how does it work? How can you get an army of influencers promoting your book or your product, your offer, whatever it is that you want to offer? Well, it's very simple. What you do is you pay influencers to post about your offer. This is a book, in my case. So let me see. So, and that's it. You just pay people to promote your product and that's about it. So why would you want to do that? Well, first of all, you can have very fast growth if you have other people, other influencers. So an influencer could be somebody on Instagram with a large following or not even that big of a following, and they start promoting your book. They put a post or maybe a story where they talk about your book and then they say like, swipe up to get the book. Works very well. So you have fast growth, you have a lot of social proof. So I get a lot of messages from people that I know that send me screenshots of other people that are promoting my book. And again, I don't have a clue who these people are. I'm going to talk about how it comes that I don't have a clue. So what you're going to have is you have a lot of messages from people that say, like, hey, everybody is talking about your book because from a lot of different influencers, they're promoting your product versus hey man, I see your ads all the time. So also it's very profitable if you do it well. It could be way cheaper than normal ads and for example, Facebook ads or YouTube ads or stuff like that. So how do you do that? How do you have an army of influencers? Step number one, slide in the dm. The DM is a direct messaging system of Instagram. Very simple. You ask for their physical address. So you tell them, okay, I got a free gift and can we surprise you with a free gift, free of charge? Step number two, and very important before we go to step number two, even before we go to step number one is who not how. So I said, I have no clue who all these people are. The whole strategy that I'm explaining to you right now, I have not invested any hours of my personal time in it. It's just one person in my team, actually two people in my team that are consistently doing these steps. So it's not my hours. And as we all know, who not how is the way to grow. So if you want to apply this step by step system, I would advise you not to do it yourself, but have somebody that you can trust to do this and then it can be very profitable. Step number two, first you ask for the address. Step number two is you send the book for free. And you don't charge shipping costs, you just send them the book or your product or whatever it is that you have for free. Step number three, oftentimes, and that's a bonus, that's not step number three, but it's a bonus. Oftentimes when they get your book for free or your product for free, they already posted on their social media. Not all of them, a lot of them don't, but a lot of them do as well. So they, that's a free promotion. But that's not even, not even the goal of this step by step plan. Step number 3A. Sometimes they receive, they respond like, hey man, thank you for the book, that's amazing. And then you respond to their message after they receive the book and you ask if they are open for a paid promo. So you send the book. Then they reply on DM like, hey, I got your book, it's amazing, thank you so much. And then you reply and ask them if they want to promote it to their following as a paid promotion. So you just pay them. Or step number 3B is if they don't respond after they got the book, if they don't out of themselves response, you just follow up, say, okay, I think you got the package. Did you get it in good order? And what do you think of it? So that's step number 3B. And then you just ask them like, hey man, can we do a paid promotion? And what you then do, if the price is right, you agree. You don't negotiate, but you agree. You never negotiate on the price. You just agree or you don't agree, you're like, okay, it's too much, but thank you so much. I'll just say like, all right, let's go for it. We're easy partners. Back to the steps. Step number five is pay them fast. So if they say like, yeah, it's 100 bucks or it's 500 bucks or whatever, if they send the Invoice, pay within 24 hours, they love it. They'll be like, wow, you're the best partner that we ever had. And then they start promoting it on their Instagram in this case. And then what you have to do is track the sales. So, for example, you pay 500 bucks, they start promoting and they see like, hey man, we only got like 14 sales of a book or we got like 140 sales of the book. That's when you see when you have a winner or not. So is it a winner? Is it a winner? For example, in this case, I don't even know. Sure, but we might have paid like 500 bucks for this promotion. And you see, these are book sales. And this is all within one hour. And this is within one hour. So probably we had like over 100 book sales just from this one promotion. We paid 500 bucks, which means that we only paid like $5 per book that we sold. So that's a winner. And if it's a winner, what you're going to do when you have a winner is you schedule another promotion. And this is the goal of this step by step system is when you have an influencer that has a really good engagement with his or her audience and he or she gets a lot of results for you, then you schedule another promo, let's say other month, the next month, and another promo, and another one, and another one. Cause they are gold for you. They are like your sales reps, but they're way more effective because they can close in larger amounts and they're oftentimes pretty cheap. So with this whole system, this is my long term vision, I want to build an army of influencers that are happy to get paid and happy to promote at any time. So at any time that I want to send out a promo for a new product, a new course, a new webinar, new offer, a new opt in page, whatever it is, we send them an Email and they promote to their following and boom, we have omnipresence for years to come. So I want to build an army for years to come. So reasons why I like this, first of all, it cost me zero hours of my time because I have a who and I have a system. And this is extremely scalable as well. There's almost no technical stuff, no ad account, no click through rates, no nothing. It's just very basic, but it works very well. There's consistent traction around my brand simply because all of these influencers keep on posting about this guy with his book and he's amazing. And of course they know the right words to say because we teach them what to say. This is not depending on algorithms, Facebook or Google policy or you know, when you're ever your Facebook account is banned or your Google account is banned, doesn't matter. This is your own assets like your partners are your asset. You'll have consistent sales. So whenever you do this and you do it well, you have consistent sales. So let's say you have a new influencer every day that promotes the book. It keeps on going and going and going. There's no need to ask for a favor. So you know, you can also work with other people like JV or affiliates, but it's asking for a favor. I'm very bad at asking for favors and I oftentimes don't like to return the favor if I'm not a big fan of like what they're offering or whatever. But now they can just promote me and we just pay them. It's very good for your follower growth. As you see, they always not just promoting the book but also promoting my brand. So my ad at Ilkerdeburg handle it's growth on demand. Like you just send them a message and they'll promote for you. And then you have growth on demand. There's unlimited potential. This is just in Holland. The potential of this is crazy. And again, this is just Holland. Like it's super small but it's been super effective already. So I got some bonus tips for you. Bonus tip number one is you got Instagram posts, so in the timeline of somebody on Instagram, but you also have Instagram stories and stories is where they can say swipe up and stories, they work much better than Instagram posts. So we have much better results. If people promote on their stories and they oftentimes would like to promote on stories, they prefer to promote on stories as well. So that's a good thing. Bonus tip number two is give influencers clear instructions. But Challenge them to be creative. So I have an audio you see at the right, you see I made a little audio of a couple of minutes where I explain to them what I like to see whenever they're promoting. And so I give them a three step thing. So step number one is that they're in screen and they're having my book in their hands and then they, they talk a little bit about what, what impact I made on them or the book made on them. And then they talk about the reason why people can get the book now for free is because there's some spelling mistakes in the book and then they need to say swipe up. So I got a simple three step plan and most of them, they follow it and converts very well. Bonus tip number three is give your who the permission to close deal. So I told my who. So I have two who's who are doing this. I told them like you decide on the deals. I mean if it's really large deals like a thousand euros and up, or 2 or 3 or €4,000 and up, just ask for permission from me. But anything up to a thousand bucks, you decide to close the deal and I'll get the invoice and I'll pay the invoice and afterwards we'll start, we will see if it worked, yes or no. So this is how you learn quickly. So I just trust but I verify afterwards if they are great deals. Bonus tip number four, very important, something that a lot of people don't see and don't think about is you got micro influencers. So for example, people with 8 to 80,000 followers on Instagram, you also got like the bigger influencers, like 100 plus thousand followers on Instagram. We noticed that the micro influencers have way better engagement with their following. Very good results. They tend to want to work harder for you so they have better promotions. They're more happy with a promotion because they're smaller and they're way, way cheaper. So let's say somebody with like 10,000 followers is not 10 times cheaper than somebody with 100,000 followers. It's oftentimes like, like 20 times cheaper. But the results are like way bigger compared to the amount of followers. Bonus tip number five, think outside of your target market. Famous Dutch guy, he's a hip hop artist and this is crazy. Like he has a good amount of following, like 50 or 60,000 people. This is outside of my target market. He has a big following and they really love him. He has good vibes. And a lot of people based on his promotion started Promoting, started buying the book and he already promoted twice for us, so he's a great partner. The crazy thing is again, he only charged a hundred bucks, 100 bucks, and he got like 50 or 60,000 followers. Bonus tip number seven, use a second Instagram account for your who. So you keep your personal Instagram account safe. So I don't want to communicate from my name when it's not from me personally. So we have a second account. So my who's on that account and they, they target people, they send them dms and they talk about me, but it's not from my personal account. So, so they're not in my account, they don't see my DMs, all that stuff. And so that's, that's much better. So that's bonus tip number six. So in closing, why would you want to build an army of influencers and why could it be an amazing growth strategy for all of us at Genius Network? Well, if you build an army of influencers that are happy to get paid and happy to promote at any time for years to come, you will have amazing results. It costs literally zero hours of your time. If you have a who, there's almost no technical stuff. You will have consistent traction around your brand. It's not depending on algorithms or Facebook or Google policies or bans or all of that stuff. You will have consistent sales. No need to ask for a favor because you simply pay them. You'll have a lot of follower growth because they're mentioning your name. As you see here, there's growth on demand. So anytime you want to grow, you just have them promote your product or your offer. There's unlimited potential. And again, this is just Holland. Imagine going bigger. So there is so much gold out there, you just have to be willing to pick it up or have some who's that can pick it up for you.

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