Buckle up for a marketing masterclass with Gordon Glenister this week! In this episode, we explore Gordon’s marketing journey, explore the power of short-form content, and define what it really means to be an influencer.
Gordon talks about engagement rates, where to snag reliable demographic data, and drops some serious knowledge bombs for non-celeb influencers building their brand. And how do we know who to trust online? Gordon’s got the all the answers!
We uncover the mistakes of “big” influencers, get the inside scoop on brand-influencer dynamics, and stress the importance of authenticity. Wondering where the industry’s headed? Gordon’s got that too.
Direct approach or agency? Gordon breaks it down. And to top it off, he leaves us with actionable tips for both brands and influencers.
Who is Gordon Glenister?
Gordon Glenister is no stranger to the sales and marketing game, carving his path from a green-thumbed entrepreneur at 15 to becoming a heavyweight in the industry. Gordon kickstarted his journey selling plants and tending gardens in Essex, only to speedily move through roles at Bryant and May and Grant of James. At 26, he progressed into the sales world, managing a huge £21 million Whitbread account at well-known Cider brand, HP Bulmer.
Gordon didn’t stop at traditional sales, Glenister discovered the influencer marketing arena. He’s the brains behind the Branded Content Marketing Association’s influencer-focused arm and the brainchild of Pitch Influence, a global competition shaking up the creative industry. His podcast, “Influence,” resonates with his huge interest into the dynamic influencer landscape.
In recent years, Gordon Glenister continues to make an impact. He’s delved into the effects of COVID-19 on membership organisations, organised global influencer competitions, and now holds the Chief Strategy Officer position at Audience2Media. Whether speaking at key events, hosting panels, or writing books (and columns), Gordon is known to be a powerhouse in sales, marketing, and influencer strategy.
Key takeaways:
Shorts in the Spotlight: Short-form content, those brief and punchy video clips, takes the spotlight in marketing. These concise snippets are proven attention-grabbers, making them a vital tool for audience engagement.
Authenticity is King: A recurring theme is the critical importance of authenticity in influencer marketing. Gordon stresses that authenticity is the key to successful influencer-brand collaborations and building trust in the online community.
Strategic Collaboration Matters: Gordon stresses how crucial it is for brands and influencers to collaborate strategically. The emphasis is on best practices, avoiding pitfalls, and maintaining a delicate balance for a mutually beneficial partnership.
Time Stamps:
0:00 – Intro
1:57 – Gordon’s Background
4:50 – How Prevalent Social Media is Today
6:29 – The Focus on Shorts
8:09 – Let’s Define the Term Influencer
11:43 – What is a good engagement rate on social media?
14:09 – Where do you go to to get the demographic data?
15:03 – What’s your advice to building a brand as a non-celeb influencer?
16:49 – How do we know who to trust online?
23:31 – Where do you think the “big” influencers go wrong?
27:06 – Brands, Influencers, Control, Best Practices
30:19 – The Authenticity of Influencers
35:14 – Best Approach for a Brand Owner working with Influencers
41:22 – Where’s the industry going?
44:11 – Should influencers be approached directly or through an agency?
45:48 – 1 Actionable Top Tip for a Brand and for an Influencer
48:00 – Conclusion
Thanks for watching!
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As an entrepreneur, investor, funding expert and mentor who has been building and growing businesses for both myself and my clients for more than 20 years, my fundamental principles are suitable for all industries and businesses of all stages and size.
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