Influencer Marketing and a Cross-Platform Approach to Organic Engagement

In this episode of The Kula Ring, hosts Jeff White and Carmen Perry interview Eddie Saunders, the marketing manager for FlexArm, a division of Flex Machine Tools. Eddie discusses Flex Machine Tools' unorthodox approach to manufacturing and marketing, including their YouTube channel and TikTok presence. He emphasizes the importance of a strong marketing team, creating platform-native content, targeting blue-collar workers, and leveraging influencer marketing. Eddie shares specific examples of successful campaigns and stresses the significance of data-driven decision-making balanced with emotional intelligence. He also touches on the value of community engagement within social media platforms and the evolving role of paid advertising.

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The Kula Ring

Introduction to Flex Machine Tools and Unorthodox Marketing Approaches

Scaling Marketing Efforts with a Dedicated Team and Embracing TikTok

Targeting Blue-Collar Workers and Leveraging Attention on TikTok

Data-Driven vs. Emotional Marketing and Platform-Specific Content Creation

Leveraging Communities on Facebook and the Declining Value of Paid Search Ads

B2B Influencer Marketing Strategy

Setting Guidelines and Building Trust with Influencers

Formalizing Influencer Relationships and Future Marketing Plans

Influencer Marketing and a Cross-Platform Approach to Organic Engagement

The Kula Ring

00:09Introduction to Flex Machine Tools and Unorthodox Marketing Approaches

Introduction to Flex Machine Tools and Unorthodox Marketing Approaches

04:29Scaling Marketing Efforts with a Dedicated Team and Embracing TikTok

Scaling Marketing Efforts with a Dedicated Team and Embracing TikTok

08:14Targeting Blue-Collar Workers and Leveraging Attention on TikTok

Targeting Blue-Collar Workers and Leveraging Attention on TikTok

13:23Data-Driven vs. Emotional Marketing and Platform-Specific Content Creation

Data-Driven vs. Emotional Marketing and Platform-Specific Content Creation

17:44Leveraging Communities on Facebook and the Declining Value of Paid Search Ads

Leveraging Communities on Facebook and the Declining Value of Paid Search Ads

22:51B2B Influencer Marketing Strategy

B2B Influencer Marketing Strategy

28:20Setting Guidelines and Building Trust with Influencers

Setting Guidelines and Building Trust with Influencers

35:06Formalizing Influencer Relationships and Future Marketing Plans

Formalizing Influencer Relationships and Future Marketing Plans