Jason Falls joins Matt to discuss the power of influence in marketing, rather than the emphasis on influencers. Most of what is called “influencer marketing” misses the mark, according to Jason, as it focuses on the wrong things.
Building influence is an online and offline activity that a business or organization needs to develop to create effective persuasion. It all starts with the context of the ask and the planning of the campaign. Jason shares his 4 methods of creating and measuring influence from his latest book, Winfluence: Reframing Influencer Marketing to Ignite Your Brand.