Building Authentic Influence: Insights from Amanda Russell at SXSW
Every March I get super excited for South By Southwest (#SxSW)! Every year we interview thought leaders and make new connections.
This year we were fortunate to spend a little time with Amanda Russell, author of The Influencer Code. We explored the evolving landscape of influence and community-building, unpacking what it truly means to be an “influencer” in today’s world.
Influence Beyond the Hype
Amanda started by addressing a critical misconception: the term “influencer” often conjures images of social media stars and celebrities with large followings, leading many to overlook the deeper meaning behind “influencer.” At its core, influence is about the power to inspire action—whether that’s shifting someone’s thinking, encouraging a new behavior, or fostering a deeper connection with a brand.
In our conversation, Amanda emphasized that true influence is not merely about having a large following or generating likes. It’s about creating meaningful impact and engagement. Our goal as businesses and individuals, should be to cultivate sincere relationships that move people to take action, rather than simply seeking attention or raising awareness.
The Evolution of the Sales Funnel
We also touched on how the traditional sales funnel—which focuses heavily on awareness—needs to adapt to our current decision-making processes. While awareness is a necessary first step, Amanda pointed out that real influence requires a more nuanced approach. It’s not just about grabbing attention; it’s about converting that attention into trust and, ultimately, action.
Amanda offers a powerful formula: Attention + Trust (Credibility + Benevolence) = Influence. This equation underscores that reach (or number of followers) alone is not enough. Credibility encompasses experience, reliability and expertise. A type of social proof. Benevolence is when people believe in your goodwill and intentions. For when they do, they will be more likely to take action: the real sign of influence.
Building Lasting Relationships in a Digital World
Amanda also provided a strong analogy, relating relationship-building to constructing a house rather than pitching a tent. Real, long-lasting relationships—whether personal or professional—are built over time, with care and consistency. This concept is crucial for businesses looking to develop long-term customer loyalty and community engagement.
Amanda argued that in our rush for quick wins and immediate success, we often overlook the value of slow, deliberate relationship-building. She summarized that well-established relationships (like houses) can withstand the test of time.
Authenticity in Content Creation
Amanda also stressed that forced content—created solely to fit a specific mold or meet external expectations—fails to resonate on a deeper level. Instead, success comes from sharing what genuinely matters to you and your community. This authenticity cannot be manufactured; it must come naturally, making your content relatable and impactful.
The Human Element of Influence
Finally, we agreed on the importance of human-to-human (H2H) connection. Whether in B2B or B2C arenas, it’s ultimately about people connecting to other people. Building trust and demonstrating benevolence through consistent value-add is what transforms ordinary interactions into powerful, influential relationships.
In today’s digital landscape, where everyone is vying for attention, Amanda’s insights remind us to slow down and focus on what truly matters: cultivating trust, adding value, and staying authentic. These are the cornerstones of true influence and community-building.
As we wrapped up our chat, I left with a renewed appreciation for the depth and power influence. It’s not about the flashy numbers or fleeting trends; it’s about the lasting impact we make on the people we connect with.
So, whether you’re a business leader, a marketer, or simply someone looking to make a difference, remember: true influence is about being a beacon of trust and value in your community. And that, as Amanda so eloquently puts it, is how business becomes business.
—
Engage with Us
What are your thoughts on the evolution of influence? How do you build genuine relationships in your community? Share your insights and experiences in the comments below!
—
To learn more about Amanda, she can be found at:
https://www.linkedin.com/in/profamandarussell
Amanda’s current passion project revolves around RED-S: a condition where there is a shortage of energy available to keep up with the demands from exercise causing the body goes into ‘energy saving mode’. This can cause serious long-term or even fatal issues. For more information: www.running4theirlives.com
See the full video interview with Amanda at: https://youtu.be/e91sH9x_CZY
#Influencer #trust #Marketing #H2H #socialmedia
