Page ID: Page 219365267025 How To 5x Your Business Overnight With Influencer Marketing
How To 5x Your Business Overnight With Influencer Marketing
Listen to podcast:
Influencer-Led Growth Stack (10 prompts): https://clickhubspot.com/gfdr
Ep. 443
What’s the clever, better alternative to pouring more money into Google or Meta ads?
Kipp dives into a step-by-step playbook for launching your first influencer campaign that any marketer can use to break away from rising ad costs and stale channels. Learn more on how to find the right influencers for your brand, calculate smart budgets and ROI for partnerships, and use a proven scorecard to evaluate creators for long-term success.
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Loop: Outlearn. Outmarket. Outgrow https://www.hubspot.com/loop-marketing-book
Unilever https://www.unilever.com/
Founders Podcast https://www.founderspodcast.com/
Claude https://claude.ai/
Perplexity https://www.perplexity.ai/
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Host Links:
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Kieran Flanagan, https://twitter.com/searchbrat
‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by Hubspot Media // Produced by Darren Clarke.
partnering with influencers is one of the single best ways to grow your company today the reason is it's cheaper than a lot of other advertising channels and it's much higher trust credibility today's show i'm gonna do a live demo of how you actually do your first influencer partnership and i'm giving you my special scorecard that's going to break down how to actually rank all the influences in your market from most i should work with to least likely i should work with so that you don't waste your time your business might not be growing the way you want and it's probably because you're taking the easy way out you're just putting your credit card into google or meta and the cost keep climbing and then math keeps breaking i'm here to tell you about the clever better alternative the companies that are growing the best right now have deep deep partnerships with influencers because those influencers are lower cost have bigger brand and product demand upside and today i'm gonna break down the playbook that's super simple anyone can do it to actually working with influencers and you don't have to believe just me one of the biggest companies in the world unilever has scaled their influencer marketing through the roof in the last two years they went from working with thousands of influencers to working with over three hundred thousand influencers and creators it's now a critical part of their strategy there's not a company that's more analytical that's more focused on growing you used their products every day acts dove hell mayonnaise all of those things and they're working with influencers to make that growth go round the world is full of distractions today think about it this way your ideal customer she's out there she's ignoring you completely she's not picking up your calls your emails are going to the spam filter what she is doing now is she's probably working out most mornings and in that period of time she puts her headphones in and either listens to her watches content from somebody she deeply trusts you know for me this is david sin and the founder podcast i bring him and the founders he talks to with me everywhere i go and so the companies is like rampant and van who sponsored the founders podcast are deeply in my head and i'm really aware of them and i'm considering them if i'm making a choice the companies that aren't they're kind of being ignored by me and the same thing goes for your customer that's out there and so the way you wanna think about this is you want to get into that trusted slot in your customer's day and you're not gonna get there through brute force of emailing or calling or putting your credit card into buy you're gonna have to get there in partnership with the best influencers in your market now you might be asking okay this seems hard i like this google and facebook and other channels where like i just pick some target audiences type in a few ads and put my credit card in and wash my hands with it and walk away well this is a different world but i wanna show you the most basic straightforward way to actually get started so that you can get your first partnership off the ground today so i actually wanna show you in practice what you would do the most basic version to really be successful working with influencers i'm gonna pick a fictional industry let's say i'm running a company and i target it professionals at midsize companies i don't go and just look at like topics that are really relevant it professionals so this would be like security this would be productivity i like productivity let's go with productivity as the angle so now i wanna go and look at productivity influencers what are the counter intuitive things about influencer marketing is you would think you would go to one of the ai agents or assistance like claude or chat gp and have them do all this for you they're okay not great at it that's for your first tip to really get the most up to date data and details and who's really killing it you kinda need to go to the platform yourself hey if you like today today's show we get all the resources for you to give us a try yourself you can click the link scan the qr code and check those out they're all free so you can pick any a platform tiktok instagram r youtube i like youtube a lot and i think youtube is really good especially if you're trying to drive customer acquisition not just brand awareness with your influencer marketing so i would go in here and i would just in youtube i would search like business productivity and i just wanna actually under stand who's creating here and so it's like oh you've got the productivity institute literally just scrolling through dan mart oh this interesting here's dan oh okay so he's actually an influencer he's got books he's got software as a science buy back your time oh maybe he's a little bit more individual individual productivity focus than business productivity focus but he's interesting i would probably literally just put him on my list but but for the sake of this i wanna find to see if i can find better example because dan has almost three million subscribers he's got a big audience he'd be probably a tough and expensive first pitch for my influencer program so i'm gonna just keep going here and i'm seeing who else okay ross har he is a business influencer he's got seventy thousand subscribers but he's got some pretty big views you know a hundred and fifty seven thousand views on one video so this is what's interesting to me is here's somebody who clearly is building for business owners systems and strategies okay if i'm an it person i might be thinking about starting my own company i certainly care about systems it's my whole job and i wanna be seen as a strategic thinker so like ross is probably my guy and so you're like okay i've just found my first potential person to partner with normally you can just go straight to the youtube bio and he's got a work with me link he also has a newsletter and so what i could do is i can just go straight to ross site right and he's got a whole breakdown of who the heck he is he's trying to pitch you his class and everything else which is fine what i'm actually trying to do is get his contact information okay so i've identified that i've i'd wanna work with ross now i gotta do the next step it's like how do i partner with him so i'm gonna put his website in here and i'm gonna say i want to partner with ross von influencer marketing program i want you to find his email address give me a likely range of cost and draft an email for two ross exploring the idea of partnering together cool okay so tools like claude per complexity chat gp your ai tool azure are really good for this stage now i've identified somebody now i actually need to go through and figure out can i get in touch with them and what is it gonna cost me and how i should think about the math relative to the cost of partnering with them does your experience with ai sound a little something like this you've been prompted for twenty minutes the output is polished confident and completely useless that's what happens when ai doesn't know anything about your business hubspot ai works with your actual customer data every interaction every signal your team has generated over time so instead of prompt and hoping you ask once and ship it check out hubspot dot com the agent customer platform for growing businesses like i said the ai tools are really good for this stage of the influencer process i tend to really like poke complexity for this found ross email he's based at belfast he's the founder of this company we figured that out it talks about his audience so seven a hundred k aggregate cross instagram threads linkedin plus two his audience is business owners in the six to eight figure range consuming systems productivity delegation contact so because it's is my complexity it's doing this for hubspot but the way to think about this is here is what it's estimating your costs for working with ross is going to be so like an ig post is probably three to eight thousand dollars you what you'd wanna do is a multiple program of like a youtube video and everything else so you're opening offer it's saying is probably like fifteen to twenty five k to get started so you have some important questions to answer one what do i have to offer ross audience relative to my business second is what are my leads worth to me let's say you're paying a hundred dollars for a lead right now if you're gonna give ross fifteen k do you need to generate at least a hundred and fifty leads from that program and so you have to basically do the conversion rate math and you what you were gonna wanna do is ask your influencer somebody like ross for past campaign performance to get benchmarks of how many people watched how many people clicked how many people completed the authors the other thing you're gonna wanna do that's a little counterintuitive so you can wanna trust the influencer the influencer has a deep connection with their audience and you want them to help make sure that you have the right offer for their audience and help match the creative and offer so that it really resonates when they're promoting it to their audience once you've actually figured that out then you can know one the questions to ask ross in this case second if this estimated cost range is within your budget or not before you actually finalize an agreement but the only way to really know is to draft deputy email to ross and shoot that over to him and you can put all your context here and have your ai tool choice draft up that email shoot that over and then you're probably gonna have to get on a quick call ask for some of that benchmark data and if if the numbers work you're off to the races on your first partnership alright so i showed you how to actually establish your first influencer partnership but i don't think that's enough i wanted to give you a scorecard for how to think about evaluating any potential influencer you might be partnering with this is my creator slash influencer scorecard we talk about this and we outline it in detail in our new book loop out learn out market out outgrow which is coming out september twenty second check it out you can click the link down on the description below but this scorecard is from loop what you wanna do is you wanna grade your creators on these criteria but if you're thinking about creators you're thinking about their audience through three lenses size fit and growth sizes do they have a really big audience some media audience a smaller audience one of the things i found is that media audience creators are often the most effective the next is fit are they related to your audience or is it a bull's eye dead overlap with your audience and their overlap then the next thing is growth is their audience kinda staying flat are they adding a lot of new viewers and subscribers every month the more their audience growing the more longer term partnership possibility you have with them so those are the three key factors that you're gonna wanna score and if somebody scores high on all those they're probably a no brainer to work with few actually are though the way i think about it is you want a really high fit score and really high growth score and a middle at least the middle of the road audience score if you're gonna go to all the trouble of building a great relationship with this creator and influencer you wanna be able to work with them over months you don't wanna do a one and done one off campaign with them and so you need that audience growth and you need the quality of audience to be right so anytime you're doing research this is the scorecard and how you think about which creators make the cut for your outreach in your email and this isn't me just sitting here saying hey this is a smart thing to do we've done this at hubspot we've grown our creator program from tens of thousands of dollars and a handful creators to millions of dollars and a whole roster of creators and influencers and we're doing so because the math works and it's really effective for our company and i think it's effective for far more companies than are doing it right now and there's not much loss and experimenting doing a couple experimental campaigns i just gave you the blueprint on how to do that and i want you to drop a comment let me know if this video unlocked you wanting to do your first influencer campaign alright that is a crash course and influencer marketing please hit like hit subscribe check out the loop book and we'll see you next time on marketing against the green let me tell you about another great podcast this old marketing hosted by joe po and robert rose joe po and robert rose two of the most well known experts in the content marketing space talk about the latest content marketing trends and discuss how businesses can use content to attract and retain customers each podcast show features a discussion of content marketing headlines rants from joe and robert on what's going on in the industry and a this old marketing example from the past that we can learn from always useful entertaining and never more than sixty minutes they recently did an episode called doing the job is no longer enough about the changing relationship between companies creators and employees listen to this old marketing wherever you get your podcasts this data is wrong every freaking time have you heard of hubspot hubspot is a crm platform where everything is fully integrate well i can see the client's whole history calls support tickets emails and here's a task from three days ago i totally missed hotspot hubspot grow better
