Ever thought about running an influencer marketing campaign? In this episode of Growth Marketing Today, I have the Richard Wong, VP Marketing of #Paid, one of the biggest influencer marketing platforms in the industry. They’ve recently raised $9M in Series A funding to fuel their platform’s expansion with AI. Learn why you should consider running an influencer marketing campaign, how to run a successful campaign and how to measure the success of that campaign.
#Influencer marketing is not about driving specific sales, but it's more brand marketing. – @richardtwong Click To TweetWhat You’ll Learn in This Episode
- How has marketing in tech changed in the last 5-10 years
- The history and impact of influencer marketing
- One winning influencer campaign they ran in an unsexy industry (hint: it’s the financial/bank field)
- What #Paid’s marketing team looks like
- How to run a successful influencer marketing campaign
- How to measure the success of influencer marketing campaigns
- Tips for recent marketing grads on how to get their first job
Tweet Some Quotes from This Episode
This entire world of #marketing is going through a revolution around art, copy and code. Storytelling is now beyond a 15 second ad. – @richardtwong Click To Tweet Before if you wanted to be a celebrity, you had to be a son or daughter of someone famous. Now, you just need a camera and start creating content. It's a true democratization of talent. – @richardtwong Click To Tweet The best thing you can do in #marketing early on is rally a small group of people as champions of your product and grow from there. – @richardtwong Click To Tweet One of the cool campaigns we've done influencer marketing at @hashtagpaid is with @RBC. We got our creator community and the sent them down to Rio for the Olympics. – @richardtwong Click To Tweet Some of the challenges right now in the world of influencer marketing is figuring out how much to pay influencers and how to combat fake followers and engagement. – @richardtwong Click To Tweet #Influencer marketing is not about driving specific sales, but it's more brand marketing. – @richardtwong Click To Tweet Some ways you can measure the success of influencer marketing campaigns is engagement for each type of content and reach. @Hastagpaid can track if a piece of content is resonating with your audience. – @richardtwong Click To Tweet To get the most bang for the buck for influencer content, companies and businesses can amplify that content's reach by running ads on it. – @richardtwong Click To TweetAbout Richard Wong
Richard Wong is a Toronto-based marketing leader who is currently the head of marketing at #paid having previously worked at Google, Johnson & Johnson, Procter & Gamble.
His work has been featured in AdWeek, DigiDay, Media in Canada, Strategy Magazine, the American Marketing Association (AMA) blog, DX3, and other publications.
He also teaches the digital marketing classes at tech schools—Brainstation, RED Academy, and Camp Tech.
Show Notes
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02:40
Richard’s career journey
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05:10
How marketing has changed
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06:49
What #paid is
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07:46
How long influencer marketing has been around
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10:03
Democratization of talents
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11:01
His campaign successes
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12:55
What his marketing team looks like
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16:21
Different ways to measure the success of an influencer marketing program
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19:05
How he protects the brands, companies, and startups he works with
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20:43
Difference between the approach of startups vs established brands in terms of influencer marketing
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23:26
The difference between advocate and influitive marketing
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24:42
How he foresees marketing will evolve in the next five years
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26:44
His tips/advice to people who wants to get into or just started marketing
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28:57
Where can people can find #Paid and the kind of companies he is looking for
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Links
- Growth Marketing Today – Live
- Youtube – Michelle Phan
- RBC Royal Bank
- SocialBlade
- Marketo
- RED Academy
- Hootsuite
- HubSpot
- BetaKit
- TechCrunch
- Crunchbase
- AngelList
- HashtagPaid
- Richard Wong’s Blog
- Richard’s Twitter
In next week’s episode, we have Alex Birkett, Growth Marketing Manager at Hubspot.
Music By The Passion HiFi www.thepassionhifi.com.