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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. 

 

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 directl

Welcome to Stripping Off with Matt Haycox
This isn’t your average business podcast. It’s where real entrepreneurs, celebs, and industry leaders strip back the polished PR, and get brutally honest about the journeys that made them.

Hosted by entrepreneur and investor Matt Haycox, Stripping Off dives into the raw, unfiltered realities behind success: the wins, the fuck-ups, the breakthroughs, and everything in between. No scripts. No sugar-coating. Just real talk from people who’ve lived it.

Whether you’re hustling to scale your business or just love a behind-the-scenes look at how people really make it, this podcast is your front-row seat to the truth behind the triumphs.

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