“Art and Science of Influence Marketing”
episode #722 – May 12, 2022
GUEST: Jason Falls
It is not about the influencer, but the influence you are trying to achieve.
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the episode
We make buying decisions because we’ve been influenced by someone or something. Many companies are trying to cash in on this trend, hiring influencers to promote their brand.
I sat down with Jason Falls, the mastermind behind the concept of “influence marketing”—not to be confused with traditional influencer marketing. We explored the idea of focusing less on individual influencers and more on genuine influence. He argues that brands often miss the mark by putting too much emphasis on the “who” (the influencers) and not enough on the “why” (the desired influence).
His approach centers around identifying and understanding an audience’s true motivators and finding ways to connect with them through trusted voices, both online and offline.
Influence marketing isn’t about flashy social media personalities; instead, it taps into real-life connections. For example, reaching out to soccer league presidents or PTA leaders can sometimes create a more impactful connection than any Instagram post. As Jason shared, successful influence marketing requires brands to dig deep, understand their customers, and engage with the people who genuinely influence them. It’s about long-term partnerships and thoughtful campaigns that respect both the influencers’ voices and the audience’s needs.
our guest Jason Falls
Jason Falls is a leading digital strategist, author, speaker and thinker in the digital and social media marketing industry. His strategies and ideas have touched iconic brands including GE Appliances, AT&T, Valvoline, Buffalo Trace, Humana, Rawlings, Maker’s Mark, Tempur-Pedic, Fireball Whisky, GM and more.
An award-winning strategist and widely read industry pundit, Falls has been noted as a top influencer in the social technology and marketing space by Forbes, Entrepreneur, Advertising Age and others. He is the co-author of two books: No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing (Que 2011), and The Rebel’s Guide To Email Marketing (Que 2012). His third book is slated to be published in the summer of 2020. Falls is also noted for founding SocialMediaExplorer.com, the top marketing blog in the world according to AdAge’s Power 150 in October of 2010. He is a frequently featured digital marketing keynote speaker and has informed and entertained audiences on three continents and in eight countries.
Falls currently leads digital and social strategy for Cornett, a full-service ad agency in Lexington, Ky. He loves the kick-ass state of Kentucky, sports and bourbon.
