Centurion League Coaching Call
[00:00:09.420] – Speaker 2
Well, welcome, everybody, to another workshop. We have recruited the infamous Paul Barron, who’s going to discuss with us a little bit of influencer marketing. I’ve been talking to Paul for a long time about influencer marketing. He’s like the guy in the industry that knows this stuff as well as anybody I’ve ever met. He agreed to come on and do just an interactive workshop. This is recorded. And as we noticed, the last time we did one of these, we had a substantial amount of people watch the recordings as compared to coming in live, which means that those of you that are live are in the driver’s seat. You’re in a special position where you get to engage and ask questions, which is special. Anita says she’s in Oakville, close to Toronto. The last time I was in Toronto, two and a half weeks ago, is when all those forest fires were happening. Substantially nicer to be outside now than it was a couple of and a half weeks ago. But yeah, we’re going to turn over to Paul in just a second. But thanks, everybody, for being here. Again, remember to interact. Remember to ask questions.
[00:01:12.830] – Speaker 2
Throw your hand up physically, digitally. Just speak up and Paul would love to answer questions. We’ll go as long as he needs to, and then we’ll cut the call off and we’ll send the recordings out. Probably nothing else to add. Let me give a little more introduction to Paul. I met Paul several years ago in the e-commerce space, and Paul has been one of those guys that just bends over backwards to do what he can to help other folks, oftentimes lending his knowledge, lending his experience. He’s worked in a lot of different facets in the e-commerce world. He’s specializing in traffic, specializing in marketing. Hold on, loud car. And influencer marketing is not just one of those trendy phrases that’s been popping up, but it’s one of those things that actually works. And we know that things like outside traffic to any marketplace like Amazon is substantially important. We know that the right type of marketing is platform agnostic. It can work for Walmart, Amazon, your D2C site, your Shopify site, your eBay, whatever. And influencer marketing is the top of my list as far as prioritization for outside traffic. So without further ado, we’ll turn it over to Paul and Paul will let you get started.
[00:02:21.500] – Speaker 2
I know that you’ve been made host, so you can screen share.
[00:02:24.000] – Speaker 1
And we’ll let you do your thing. So, Timmy, thank you so much for the introduction. I’m happy to be here. I met Timbo back… It was 2019, technically. And I’ve just been friends ever since. It’s funny because I know a lot of people know him from Project X and apparently wearing shorts during Project X, which apparently was a big deal. I’ve never seen Project X. I just know Tim is a worse fisherman than me. And so that’s why I like Timmy.
[00:02:57.900] – Speaker 1
So I’m going to share my screen here and let me know if you guys can see it. Now feel free to unmute. I’m going to leave the meeting chat open so that I can see you guys, like the chat and everything, but feel free to unmute and then ask me questions as well. I’m going to close this stuff. Like Tim said, I’m going to be talking about influencer marketing. I’m calling it.
[00:03:32.680] – Speaker 4
[00:03:34.740] – Speaker 1
There’s a lot of ways to do it wrong. I’ve done a lot of things wrong. I’ve done influencer marketing very wrong. And I feel like we’re doing it right now, but that’s only after doing this for, I don’t know, seven years and making a lot of mistakes.
[00:03:49.170] – Speaker 4
[00:03:50.380] – Speaker 1
I’m going to be covering how to build an influencer army for omnichannel brand presence. I mean, a lot of what I talk about is Amazon focused, right? Because the majority of people here sell on Amazon. But increasingly, the more people that I talk to, anytime I go to give a speech or do a webinar like this or something.
[00:04:12.290] – Speaker 4
[00:04:13.900] – Speaker 1
Keep getting a lot of the same questions as to, one of them is like, hey, can we send traffic anywhere? Can we send it to Walmart? Can we do it to our Shopify store? The answer is yes. The great thing about partnering with creators is you can send that traffic anywhere. Now, we just so happened to have did this last fall with Semrush, and I was able to calculate that using this strategy, we’re getting about $2,000 worth of free traffic every month to our Amazon listing. So just think of that as like, we’re not having to pay $2,000 in Google ads every month to our Amazon listing because we’ve done a really good job of building external traffic. So here’s a little bit more about me. The most important thing in my life is actually my family and my kiddos. And it’s funny because tonight is one of my son’s baseball games, and he’s super upset that I wasn’t able to go. And I’m bummed as well. But I had told Tim months ago that I had committed to this prior to baseball. So that’s Bo. He’s playing baseball this year. He’s going to be doing hockey later this summer.
[00:05:21.290] – Speaker 1
My daughter, Lael, she’s now five, and she’s just a joke that when God… The story like God makes girls sugar and spice. With her, the spice cap fell off. So I’ve done a lot of things. I founded a chat marketing university back in the day. We now run an agency called influx Catalysts. And with influx Catalysts, what we do is we are an external traffic agency. So we run traffic campaigns for brands really wherever they want it. We’re working with Black & Decker right now. And in a campaign, we’re driving traffic to Walmart exclusively, which is crazy. A lot of the brands that we work with are on Amazon, big brands, small brands alike. We just signed on.
[00:06:06.000] – Speaker 4
[00:06:06.530] – Speaker 1
Disney, Harry Potter, SeSAMe Street, a bunch of other bigger brands on Amazon.
[00:06:11.970] – Speaker 4
[00:06:12.870] – Speaker 1
We focus on is external traffic in the form of a divide it into two categories, paid and organic. Influencers are in the middle ground where it’s paid organic. But we really focus a lot on influencer marketing. Then we also run on external ads, doing social media ads, TikTok, Google. I love Google for Amazon, a bunch of other stuff. So I’ve been selling on Amazon since 2015. I’m still selling on Amazon as much as Amazon is trying to crush my business and kill my dreams. I’m still there. So Jeff Bezos, you can suck it because I am still selling. But most importantly, out of all of these things, it’s funny because I do travel around and speak a ton. And last year I was at an event with Tim in France and people paid something absurd. It was like 20 grand to hear us speak, which was crazy. I told this to my sister and she said, They’re paying how much to hear you speak? Don’t they know you’re just a stupid little brother? So I really feel like I am just an accidental expert. I’m not really… I wouldn’t say that I haven’t really studied influencer marketing per se, like formally in any schools or anything, but this has all just come about by me just grinding and figuring out ways to hack publicity and get ourselves onto the Rachel Ray Show and meeting with Barbara Corker and all these things like parents.
[00:07:40.640] – Speaker 1
Com lists us number one, Pregnancy, Newborn, Forbes, all this stuff. Now, why does that matter?
[00:07:46.770] – Speaker 1
These are these obligatory sides. Yeah, I know what I’m talking about. I’ve done this before. I’ve done this a lot. We’ve partnered with celebrities. We’ve partnered with nobodies.
[00:07:55.720] – Speaker 4
But the great.
[00:07:56.430] – Speaker 1
Thing about all of these placements is that we really got these placements by our grassroots publicity efforts. I would put influencer marketing in publicity and by relentlessly focusing on building a real brand. I really don’t believe that we own an Amazon business. In fact, this is one thing that I think Tim got me on this a few years ago, and I agree with him 100 %. I don’t know if you’ve ever heard him speak and you’re like, Hey, raise your hand if you’re going to be an Amazon seller or you’re an Amazon business owner or something. And the point that he and I want to make is that you run a real brand. You leverage Amazon. And so all of the things that you do to build a brand, build authority on Amazon, all those things off of Amazon will help your authority on Amazon. So obviously, we got a ton of places because of our focus on that being really relentless on branding, brand building. But more importantly, building a tribe of raving nano influencer fans. I would say that about 90 % of our influencers are considered nano or micro. So this is if you guys you just came on or if you’re just coming on or you were here when I was double checking my stuff, this QR code may not work.
[00:09:05.750] – Speaker 1
I’m sorry. If it doesn’t, you can shoot me an email. But I put this in here first because I’m going to be giving you these slides and a few SOPs. Now, the delivery isn’t set up because.
[00:09:21.050] – Speaker 4
[00:09:21.770] – Speaker 1
Missed a message from my Office Manager as to what I was giving out. So that should take you to Messenger so that you can opt in to get notifications.
[00:09:30.550] – Speaker 4
[00:09:31.120] – Speaker 1
Have this up at the end as well, but I always like putting this at the beginning because if you’re like me and you’re like, I just want to get the downloads and I’ll come back later or whatever, you can get those now. Let me know, shoot me an email. If for some reason you don’t have messenger, you can shoot me an email and I’ll give you the SOPS. But I’m going to be giving out an SOPS standard operating procedure on how to reach out to vet influencers. And then I might give you out a few more. I don’t know. It just depends on what the questions are that come up in this call. So definitely going to get these slides and then that manual SOP. I’m going to be talking about data from case studies that we have in progress. I don’t know that these case studies are ever going to be done. They’re always just going to be continual case studies because.
[00:10:20.370] – Speaker 4
[00:10:21.350] – Speaker 1
Back when I started speaking, 2018.
[00:10:25.330] – Speaker 4
[00:10:26.020] – Speaker 1
Around all messenger bot stuff because I had a course and I wanted to teach people how to use messenger bot for their business and take the course. Over the course of time.
[00:10:36.530] – Speaker 4
[00:10:37.800] – Speaker 1
Started an agency because there were so many people that were like, Hey, can you just do this for us? So that evolved from chat bots to influencers, external traffic. Now we’re doing some fractional CMO work and that thing. But the point is that I get a lot of data from the clients accounts that we manage, not just my own brands anymore. So all the stuff that I’m going to be covering is from those perpetual case studies, if you will, because I’m always pulling that data. I’m always looking at it and seeing what works best and what needs tweaking and all that stuff. So our averages over the past six months in influencer marketing in general, when we create a campaign, we will send about 50 invites per campaign. So a campaign would be, hey, we’re launching these new headphones.
[00:11:24.030] – Speaker 4
[00:11:24.870] – Speaker 1
I’m going to send you these headphones, maybe a little bit of payment. We want you to talk about them and then drive people to this page to buy them. So obviously a lot prettier than that. But that’s a dedicated campaign. It’s really focused on moving units, giving creators a call to action to go with them, that thing. So number of invites on average, we’ll do about 50 invites per campaign. We get about three videos posted per campaign. On average, our view count per video is about 45,000, which is really good. The average engagement rate is about just under 8 %. And then when we run ads, we get our standard media value per campaign is about $1,600. Now that’s even without ads. Basically, that would be if we were to pay that creator for that amount of exposure. So there’s a whole bunch of things that are we’re calculating into what the media value would be. One would be like, if you’re just paying for user generated content, what would you pay normally? Then you look at how much traffic you got from it, how much engagement that got, how much brand awareness you get, and there’s a whole bunch of formulas.
[00:12:33.170] – Speaker 1
But we estimate that we get about $1,600 of.
[00:12:37.600] – Speaker 4
[00:12:38.340] – Speaker 1
Per campaign out of those three videos. When we run ads, we get really good cost per click. Generally, it’s about a penny. And then on average, we’re paying creators about 150 bucks per video. Now, that being said, the upfront payments can range. It’s like a mixture. It could be the value of the free product plus the payment. Sometimes it’s just the gifted product. Sometimes it’s the gifted product plus 1,000 bucks. So it really runs all over the place. And then it is ultra specific to niches as well. So for example, in the beauty niche, you can expect to pay at least 2-3 times normal, like these rates. So like 300 to 500, 750 bucks per video. It’s really expensive in the beauty niche as well as cosmetics.
[00:13:33.380] – Speaker 1
Okay, good. Anita, I saw that you had a question, so good. I’m glad I answered that.
[00:13:38.380] – Speaker 1
Yeah. So again, those are our averages. If you have any questions specifically about niches, chances are we’ve probably done something in your niche and I can give you some general idea on cost as well. Those are averages, but what’s the low end? On the low end, we’ve sent 88 invites and gotten one reply. On the high end, we’ll send one invite and get one reply. On the high end and the low end, the low end, this is basically this brand was in the supplement space and there wasn’t a lot of uniqueness about the brand. There wasn’t a lot of brand development in the back end. It was unknown. They didn’t really have any social media following yet. There was nothing going on there. And it was one of our first campaigns with them. So there was a lot stacked against them. Now on the high end, this was a client that we’d work with for years, and we actually put together a brand ambassador team. And so a brand ambassador team is basically, think of influencers on retainer, if you will. And so these are people that we work with over and over again. So we just go to them and we ask for a piece of content and typically they do it.
[00:14:49.760] – Speaker 1
On the low end with campaigns, we’ve only had one video posted. Actually on the high end, it says 10. We’ve actually had about 15 in a two week span. And that was pretty is pretty impressive in terms of the amount of work that it took to get that, as well as the traffic and the views that we got. So low end views, 617. High end, about almost 4 million. Average engagement rate on the low end would be less than a %. And then on the high end, about 30 %. And those numbers come, the high end, the 30 % is again from a brand ambassador community where we’re working more with nano influencers that have super targeted followings. So here are some examples of some of the content that we got on TikTok. A couple of examples in the golf niche and then cooking niche on the left, about 4 million there, and then about 500,000 on the others. So again, we’ve worked across the board various niches, and we’ve seen everything from multiple millions of views to just hundreds. So a lot of fun data. So what you’re going to be learning, again, based on our case studies that we have in progress, is TikTok influencer campaigns, driving traffic anywhere.
[00:16:02.180] – Speaker 1
I want to focus again, I’m going to be talking about Amazon a lot, and I’m going to be talking about TikTok a lot, but it’s not just TikTok. So I have TikTok and I left it in there because I’m going to be giving you more detailed instructions on how to use creator marketplace within TikTok to find and reach out to creators. But that methodology and everything that you can do on TikTok, you will also be able to do on other platforms and then also manually. So you’re going to be learning how to do all the research, how to find people, how to vet people, how to reach out to them, how to set up campaigns, what you can expect in terms of costs and return on investment. Again, I’m going to give examples of like with Amazon, how to track ROI with your website, with Walmart, for example. And then I’m going to leave you with some key takeaways. So that’s going to be a lot to cover. So let’s dive in. Now, why this matters? Well, for one, it’s always mattered to me, but it’s mattered more to the greater Amazon community because of that 2021 terms of service update last year where basically we started saying that off Amazon social proof and traffic is really essential because Amazon finally came out last year.
[00:17:18.610] – Speaker 1
Well, I guess it was two years ago now. Crazy. It’s all blurring together. Two years ago, they came out and they basically said, you can’t do search find buys. That’s against terms of service. You can’t do super URLs. You can’t do rebates, yada yada, which always blew my mind that people would launch a product by rebating it and giving it away for free. I get that you’re getting page one placement and whatnot, but it doesn’t make sense because in my head it’s all about brand building and audience building. And if you’re building an audience of people that only got things for free, you’re doing it wrong because if they got it for free, why would they pay in the future? It doesn’t make much sense. So again, why bother? Why bother with external traffic in general? Why bother with any of this? Well, obviously ranking is important, but for us, I know that our brand is number one recommended brand in 7 out of 10 best of list on the page. When I’m on Google search, a lot of this, again, comes from social proof off Amazon. That social proof bleeds through into Amazon in terms of sales, good reviews, high reviews, high quality reviews, all that stuff.
[00:18:28.820] – Speaker 1
And then it’s just a nice circle. We get free to low cost product research from our brand ambassador community, from those influencers, those creators that we work with. So I’m going to be talking about two concepts, the brand ambassador community’s idea and influencer campaigns. The majority of this is going to be around influencer campaigns, but I’m going to sprinkle in some examples of brand ambassadors. Just think, again, brand ambassadors are digital creators, influencers that you work with on a repeat basis versus just a one time basis. So with our brand ambassadors, again, free low cost product research. Last year when we went to…
[00:19:13.590] – Speaker 1
Going the wrong way in the arrows. Last year we went to Mexico with Tim on the sourcing trip and found some awesome products. Normally with our brand ambassadors, they just get everything for free, but these would be expensive. And so we asked them to pay cost of the product plus shipping. And within just a dozen hours or so, we had a ton of comments of women, again, that would normally our brand ambassador community, normally get stuff for free that are willing to pay for the product, which is awesome. Not only that, but then when we give it to them, we ask them what they think, what they would change, what they like, what they don’t like. It’s a fantastic way to develop products and obviously leveraging for product launches. If you have this community that you’re developing and you’re building and this community has influence with other people when you have a good relationship with them and you ask them, Hey, do you want to help us with this product launch? And it’s amazing. They say yes, and it is a massive benefit towards your launches. It’s not the only thing you should be doing in a launch.
[00:20:21.080] – Speaker 1
It is one of the things, in my opinion, you need to be sending external traffic.
[00:20:26.400] – Speaker 4
[00:20:27.790] – Speaker 1
I need to mention this because there is a big sales halo of what you can measure to what you can’t measure. So what you can measure would be the one. For every one sale that you can measure, generally, there’s at least six sales that you can’t really necessarily measure due to influencer marketing when you’re doing influencer marketing, specifically with video. This is from a white paper done by the Out loud group with Avast, and they were looking at influencer marketing on YouTube. Super cool. So a couple of questions that you need to consider before partnering with creators. On the brand side, there’s a handful of questions. I’m going to go through each. So what’s your budget? You’re going to be asking through like you need to ask yourself, what are you wanting to spend? What are you wanting to pay creators? Are you doing just a gifted campaign? Are you doing a gifted plus commission? Are you doing gifted plus commission plus upfront payment? Are you just doing upfront payment plus a gifted product? If you’re doing the upfront payment, how much are you willing to pay, and how much you’re willing to pay will determine what tier of influencers you’re going to be, which will also determine how many influencers you’ll be able to partner with.
[00:21:42.990] – Speaker 1
So you have to think through, what’s your campaign time timeline? If your campaign timeline is, say, fourth of July, well, you’re probably too late. You got to think at least in general, I would say, six weeks in advance for normal promotions, for really big ones, you probably want to start thinking eight to 12 weeks in advance. So what is your campaign timeline? Do you want usage rights to the videos or do you want to be able to whitelist it, meaning that you can run ads behind it. If you want usage rights, meaning that you can use that piece of content anywhere else, you may have to pay extra. Depending on the experience level of the creator, the more experienced they are, the more fee structures you’re going to have to deal with. So if you get usage rights, sometimes they’ll just give it to you for a certain period of days or a certain period of time. If you want it in perpetuity, meaning forever, if you’re working with a really big creator, you’re going to have to pay a bunch. If you want to pay to run ads to it, that’s called whitelisting. With the more experienced creators, you’re going to have to pay more typically than you will if you’re working with an inexperienced or nano or micro creator.
[00:22:59.000] – Speaker 1
Do you want exclus? So do you want to work with a creator that might also work with one of your competitors? You might have to pay extra for that. And then obviously, what results do you want? Are you really trying to drive sales or are you trying to drive brand awareness, user generated content.
[00:23:13.940] – Speaker 4
[00:23:15.210] – Speaker 1
Sales? If you’re going purely after sales and you say you need to determine that this is actually making sales and you’re going to have to have a really good offer to the audience, think like 50 % or more off.
[00:23:27.500] – Speaker 4
[00:23:27.840] – Speaker 1
Offers that work super great on social, generally, they start at 30 %, but if you want people to take action and leave social media to go buy something that they weren’t necessarily planning on, but pops up on their feet and they’re like, Wow, I need to get that. It has to be an amazing offer. Again, either a combination of discount plus product quality, a whole bunch of stuff. Okay, on the creator side, they’re going to be.
[00:23:55.530] – Speaker 4
[00:23:57.290] – Speaker 1
What are they willing to pay? So you’re going to ask them, what are their rates? They’re going to be asking, is this product a good fit for their audience? So you need to make sure that you’re working with creators that have defined audiences that have. It’s better to work with an audience, small audience that’s very niched than a giant audience that isn’t very niche.
[00:24:17.260] – Speaker 1
Then you’re going to need to ask, what’s their lead time for creating content? Maybe they’re super far booked. So my normal 6 to 12 week timeline, maybe they’re super booked out and you’re working with somebody who needs to book out 15 weeks in advance. I don’t know. What brands are they willing to reject for exclusivity? So if they do sign an exclusivity deal with you, who are they going to be rejecting? Will that other brand be paying them more? Those are things going through their heads. And again, are you going to be able to provide results? The creator, they’re asking themselves, are they going to be able to provide results that us, the brand owners, are looking for?
[00:24:53.190] – Speaker 4
[00:24:55.370] – Speaker 1
I’m going to cover budget, general guidelines for that. And I’m going to be covering how to reach out to people, how to find people, how to negotiate with them in the upcoming slides. So how to reach out the right way versus the wrong way. The wrong way, just use a template message and blast everybody. Don’t change anything. Or hire a whole bunch of VAs, create a bunch of fake Instagram accounts, have them comment on people’s photos, and then say, I’m going to DM you. I see that all the time. It’s super annoying.
[00:25:26.780] – Speaker 4
[00:25:27.380] – Speaker 1
Reach out the wrong way, make it feel like spam. So the opposite of that is don’t have it feel like spam. Don’t let it be spam at all. Personalize the message as much as you can, even if it’s just saying their name in the message. You need to make sure before you reach out, before you send any messages, that that influencer, that their audience is actually a good fit for your brand’s ideal customer. So if you are very niched into, say, fishing and not only fishing, but.
[00:25:59.230] – Speaker 4
[00:26:00.030] – Speaker 1
Do, say, brackish water. So coastal fishing, not saltwater necessarily, not fresh water, but very specific type of fishing. And you’re looking for creators that do that very specific type of fishing, that would be a good, clear giveaway if, say, you’re looking for somebody that’s on the coastal areas that you probably don’t want to partner with people that only have feeds where they’re doing like swordfish and marlin and really deep sea stuff. That’s generally, I guess, good rule of thumb. Work with people that you know are going to buy your things or that their audience is going to buy their things. So do your research.
[00:26:38.270] – Speaker 4
[00:26:39.200] – Speaker 1
Time we reached out to, or I partnered with a creator who they had a family channel on YouTube. It was for our swim diver brand. And I had initially done my research, their content was on point. The problem was that I didn’t research their audience. What I found was after looking into their audience, their audience had followed the husband over and the husband, speaking of fishing, was a professional bass fisherman. So he had like, I don’t know, quarter million, half a million followers on his bass fishing channel. He made a big announcement that he was starting a family channel featuring family theme content with his wife and his baby and that thing. And so all of his new followers were like 50,000 people from the bass fishing channel, meaning they were bass fishermen. They weren’t the people that were buying swim diapers. Their wives or their significant others were the ones who were buying the swim diapers. So we paid these guys like $750. They did.
[00:27:35.570] – Speaker 4
[00:27:36.610] – Speaker 1
For us, 13 minutes and do a 17 minute video, mispronounce our name, didn’t even take our stuff out of the box. It was a nightmare. And all of that could have been stopped had I actually done the research on their audience and made sure that not only was the content they’re putting out appropriate, but was the audience the right audience? They could be putting out great content, but their audience could be off. Maybe the creator paid to boost their audience numbers, and there’s ways to figure that out. Now, biggest thing is when you’re coming up with an offer for the influencer, for the creator, it needs to be more beneficial for them than it is for you. And you need to give them a reason to say yes. What I mean by this is oftentimes people put really anemic offers together for creators. They’re like, I’m going to give you commission. Or you look at the creator, they’re just some commoditized robot that’s like, what are your rates? Can you guarantee sales? Can you guarantee traffic? Those are the wrong questions asked because, first of all, they can’t guarantee anything. It’s social media. What they can guarantee you is that they’re going to do their jobs, which is produce content that’s ideally on brand for you and that their audience would find engaging.
[00:28:54.330] – Speaker 1
If their audience doesn’t find it engaging, well, there’s really not much they can do. Maybe they can do more content. But you get my point. You don’t want to start the negotiation off.
[00:29:05.230] – Speaker 4
[00:29:06.730] – Speaker 1
A bad fit where all you’re doing is asking and you’re not thinking of ways that you can give. So more beneficial for them would be the example I could use is when we partnered with Lauren Holiday, her husband is Drew Holiday. So if any of you guys are basketball fans, which I’m not, Drew’s a cool dude. He plays basketball for him. He’s at the Bucks now. When we worked with them, he was at New Orleans. Lauren is a former three time gold medalist. She had FIFA gold medal for US Women’s Soccer, Olympic, all this stuff. The deal that we made with them, this was back in 2017, was we produced a limited edition of print for our swim diapers with Lauren Holiday, helped her had her design input in it. She named it and helped us come up with the concept for the print. And we donated 100 % of the proceeds to a charity of her choice, which was actually her and Drew’s charity, which is awesome.
[00:30:13.760] – Speaker 4
[00:30:15.110] – Speaker 1
Learned a lot from that. One, that was a great offer for her because what I was thinking through is how am I going to have an offer that’s beneficial to her? She’s a celebrity. She’s an Olympian. Her husband’s professional basketball player. There’s nothing I can give them that they don’t already have. In fact, I even tried to buy dinner for them when we met with them, and they wouldn’t even let me do that because they’re gazillionaires. But my point is I had to reframe my thinking and think through, how can I create an offer that’s better for them than it is for us? And the offer was, again, we’re going to give you publicity about your charity. We’re going to produce this stuff. We’re going to do all this stuff that you don’t know how to do. And in exchange, we’re going to give you a bunch of money for your charity. That’s basically the offer.
[00:31:06.290] – Speaker 4
[00:31:08.040] – Speaker 1
Things that I learned in that was I need to ask more for promotion and all that thing. But my point is that offer succeeded because we made it more beneficial for them than it was for us. And when you are doing your outreach, you need to provide as much information upfront as you possibly can to give them an informed yes or no. You want to make sure that your first email, typically it’s going to be a feeler out email where you’re going to find out if people are interested in working with you and then make sure you have more details. And again, I’ll use the Lauren and Drew holiday story. My first email was to Jason, their agent, and I had basically given them all the details that I just gave you like, hey, we want to do this thing. We want to donate money to a charity of their choice. And then he said, great, send me more. Lauren’s interested, send me more details. I’m like, those are the details. So that being said, you need to make sure that you think through like, okay, so how long is the promotion going to be?
[00:32:02.330] – Speaker 1
What’s the yada yada yada? Tons of stuff. So when reaching out, this is an example of a correct way to reach out. So this is back in 2019, one of our brand ambassadors, Elaine. I had just found her scrolling TikTok. You can see it was 8 31 PM in the evening. It was probably after the kids had gone to bed because they go to bed at eight. So I was on TikTok, probably looking for brand ambassadors or something. But I sent her this message, What do you do? We’d love to send you some swim diapers for Kiki to use once she comes. I’m sure you’d get tons of use out of them since you’re on the beach so much. So we sell reusable swim diapers. Her child at the time, they hadn’t come up with a name yet, but she was pregnant. She’s a professional surfer. Her husband is a professional surf photographer. So they take amazing photos and they live in Surrogal.
[00:32:54.440] – Speaker 4
[00:32:55.520] – Speaker 1
Is a beautiful surf destination island in the Philippines. And I was like, man, if this person could become a brand ambassador, that’d be amazing. So I didn’t ask her, hey, can I send you swim diapers in exchange for you taking photos? I just started the conversation organically. And in fact, I just shipped your swim diapers. And I never said, hey, I’m only shipping these to you if you take photos. That is one method of outreach called just basically seeding, where you’re seeding products in the hopes that people are going to love them and take photos of them.
[00:33:27.530] – Speaker 4
Now, I could.
[00:33:28.300] – Speaker 1
Have taken this the other direction, said, hey, great. Well, we’d love to get some photos. Can you do that? When your baby comes, can you take photos of her in them? And she’s done tons of photos without me even formalizing that. And the reason why I didn’t go that route was because I wanted this to still be an organic, natural relationship starting in the friend level. And the reason for that is that when you do things for friends, typically you’re going to do things for friends that you probably necessarily wouldn’t do for free for non friends.
[00:34:03.650] – Speaker 1
Obviously, I didn’t strike up a massively meaningful friendship with Elaine in just a few minutes. But the point is that if I cross that barrier and I said, Hey, we’re only going to send you these things if you do this, then I knew that money would come into play, we would start talking about deliverables. And I would rather just take a chance and just ship her stuff that she may not ever take photographs, then have to go and say, find out that her rates are at this point, they’re probably $5,000 per engagement because she has really amazing content. So that was an example of how we reached out. Again, you want to keep it very, very, very, very personal as much as possible. Okay, I’m going to go through influencer tiers and I accidentally close the chat window. So I’m going to pull up that one more. One second here. Okay. And I lost my mouse. Always does this. Sorry, guys. I’m going to go through tiers of influencers, what you can expect working with each, and then also what you can expect in paying. So on the left hand side, going up, it’s going to cost more obviously to work with celebrities than nano s, but they are going to have bigger reach.
[00:35:25.270] – Speaker 1
Wow, shocker there.
[00:35:26.660] – Speaker 4
[00:35:28.260] – Speaker 1
Specificity, meaning it’s going to f, again, a celebrity has somebody following them, maybe the celebrity has somebody following them for one reason, and it’s a different demographic than the other person is following them. So you’re not going to get as specific in terms of, again, like my fishing analogy, right? Like coastal versus deep water versus fresh water. They are going to be generally getting lower engagement on their posts, but working with them, it is more professional. So you are going to have the higher you go. So all the way up to celebrity, you’re going to be working with agents, managers, and lawyers versus like macro and mid tier influencers, you’re probably going to be working with an agent, maybe a manager. Micro and mid tiers, you’re going to be working with creators that are familiar with the landscape that have done things before, that have they probably have rate sheets. They probably have more protocols.
[00:36:23.130] – Speaker 1
But again, so more professional, more put together. So that’s good or bad, depending on how you look at it. Generally speaking, though, it’s way more inauthentic, the higher you go. And it’s harder to reach the people in the top. Again, like for the Black & Decker deal, we were wanting to do a licensing thing, a sub brand with Martha Stewart. Long story short, she said no, just because, again, lower accessibility. Now, if I was friends with Martha Stewart or I was friends with her agent, we probably could have made something happen. But you get my point, right? Lower accessibility, harder reach. It’s basically the direct opposite on the other side. Way more cost effective, way better engagement, lower professionalism, which I prefer. I’m not a very professional dude. Way more authentic, way more accessible, and way more specific in the types of audience. Generally speaking, though, you’re going to have to work more in terms of the amount of people that you’re working with to get the same amount of reach as you will on the left. Now, cost, the mega influencer, you’re at least 2,000 to 10,000. I know that Gracie is between 10 and 15 actually for TikTok.
[00:37:36.960] – Speaker 1
If you guys don’t know her, she’s a phenomenal creator. I work with her. I love her. She’s a good friend of mine. Macro influencers, they’re about 1,000 to 5,000 per engagement. And again, it varies per channel what is considered mega versus what is considered macro. So YouTube, 1 million plus on YouTube is mega, whereas Instagram, that’s between 500 and two and a half million. Same with TikTok, micro, macro, all that stuff. So about $200 to $2,000 to work with mid tier influencers, $50 to $500 to work with micro influencers. I’ve seen rates actually increasing in that category as well.
[00:38:21.860] – Speaker 1
We’ve had some people quote us about $5,000 from TikTok, and we haven’t worked with them. They have 150,000 followers.
[00:38:30.120] – Speaker 4
[00:38:31.630] – Speaker 1
How much rates are going up. And nano influencer is you can do gifted plus.
[00:38:35.810] – Speaker 4
[00:38:36.200] – Speaker 1
Would say gifted in general is dying. Again, our average that we pay creators between them, they’re generally in the nano to mid tier range is about 150 bucks per post are the creators that we pay. So let’s talk about the halo effect of influencer marketing. So I mentioned there’s a sales halo, right? So a sales halo would be things that you can’t necessarily attribute directly to influencer marketing. But there’s a lot of other things in the influencer halo. One is obviously brand awareness, keyword ranking, consumer trust, reputation, increasing or diminishing, depending on what’s going on and if you accidentally stepped on someone’s toes. Social proof, tied to reputation. Organic search find buys. So one thing we do quite frequently is search, find buy on Amazon. Would again, go to Amazon, look for this thing, and it’s around this page, whatever. So if creators, you say, go to Amazon and search for these Bow and Bell little swim diapers. If you are not ranking in the first three spots for your brand name and your keyword, you need to look at what you’re doing and make sure that you do a better job of ranking for those things because you should be ranking for your brand name and your exact match best keyword within spots one through five.
[00:40:04.690] – Speaker 1
Positive brand associations, visibility, customer reviews, organic sales, the list goes on. There’s a huge halo of influencer marketing, and not all of it is sales. A lot of this will funnel back to sales if you’ve got a great product. If your product is amazing, it stands on its own. If your brand is fully thought out that you’re not just an Amazon brand, you’re not the field of dreams brand, you build it and you hope they’re going to come. Now you spend more time thinking about your story and how your story emotionally impacts people versus just whatever performance marketing triggers you could pull to make more sales.
[00:40:43.430] – Speaker 4
[00:40:44.310] – Speaker 1
Is, it’s all going to funnel back to sales eventually, but that’s very long term. So one thing that I hear from people when it comes to influencer marketing in general is, aren’t UGC factories cheaper and easier? So UGC factories like Billo or Join Brands. They provide fantastic user generated content. That being said, our data shows that they are not cheaper and easier. They may be a little bit easier if you don’t want to do a bunch of work and you’re fine with overpaying for something that you could get for six times cheaper.
[00:41:19.280] – Speaker 4
[00:41:21.850] – Speaker 1
My opinion, they’re not really cheaper and easier. So last spring, we had a campaign where we had people apply to join our brand ambassador team. We had about 3,000 application started. About 20 % of them actually completed their application. Out of that 20 %, we accepted about 250 into the program. So 40 % or so of that 600. Out of that, we had 59 signed in that run. So not a ton, but 59 people that have influence and have followings. And that list ran the gamut from there was somebody in there was almost a quarter million followers. On average, it was about 1,000 to 5,000 followers. So let’s just take that, say it’s only 1,000. Let’s have 59,000 people that are following people in our niche that are doing content.
[00:42:13.070] – Speaker 4
[00:42:13.690] – Speaker 1
Going to see our products, which is fantastic.
[00:42:17.030] – Speaker 1
So we’ve had, again, out of those 27 post content, so 45 %. So our cost to acquire influencer partnerships, taking that this year’s content and the ads and everything last year, so far this year, we’ve signed 94 reps. 75 of them are active. Active meaning they’re posting at least once or twice a month. So it’s about 80 %. We got about 656 posts from those 75 creators, we get about an average of 123 likes, average of eight comments. The average engagement rate turns out to be about 19 %. Why all this matters is that the average engagement rate in social media in general is about 2 % to 4 %. So what we’re looking for in our reps and our creators is super high engagement. We want really good, engaged following because we want the people that are paying attention to what people are posting if we’re going to partner with them. Now, our total spend to acquire influencers between we did some ads, had people apply to join our brand ambassador program, we gave away free products, we shipped free products. And then our labor, we had to put a dollar figure on that, was about $11,000 just over.
[00:43:33.670] – Speaker 1
So total cost to acquire each influencer was 120 per influencer. But when you break it down by the post, we’re paying $17 per post versus $150 on average that we see across the board now. So cost of return, again, $120 per partnership, $17 per post.
[00:43:54.330] – Speaker 4
[00:43:55.350] – Speaker 1
Value all those 656 posts. What we do is one way that you can figure out value is you take the quantity of the followers and you divide the creator’s followers by 1,000 and multiply between two and 12. I picked 10 to keep it easier. The average follower count was something like 40 some odd thousand followers. So every time they posted at 656 times, our total value is about $77,000 in value. We saved about $65,000 by doing it this way. That is all in, all of our ad spend, everything. Massive amount of savings. And the great thing about this is that we get rights to this user generated content just like the UGC factory gets. But what the UGC factory doesn’t give you is traffic.
[00:44:48.330] – Speaker 1
Some brands will say that they’ll post on the TikTok for you, but really it’s not even remotely the same.
[00:44:59.860] – Speaker 1
The brand ambassador, Evergreen UGC, again, at 1720 per post, we get about 26,000 people per post on social. Sorry, I said 46,000. I was off. And then obviously traffic to your listings, sales and rankings. The UGC factory is going to charge you between 60 to 150 dollars per post. You don’t get any exposure. They’re not really posting to social, so you don’t get traffic unless you run ads to drive it. And the only sales that come from this are from your efforts. So on total, this is six times cheaper, plus you get traffic. So really hoping I’m making a good case for you guys to do this yourself because it’s so much better in the long run. So what are the things you can do with user generated content? Like I said, you could purchase the usage rights so that you can put it anywhere. You can put it in print material. You can put it on digital ads. You can put it on your Amazon listings. You can put it on your Walmart, your Shopify, anywhere. You can run it as ads in any of the social media accounts that you have. You can upload it to your brand’s social media.
[00:46:01.990] – Speaker 1
One of my favorite features in Instagram is the Collaboration feature where a creator can list you as a collaborator. What that does is it actually posts… It looks like the post came from both of you. It looks like you posted it to your account and it looks like they posted it to their account. What that does is that actually gives you exposure to both of each other’s audiences so that you gain followers from both. It’s really, really, really, really fantastic. Again, you can upload this as a photo or video you’re listing, like I said. Put it as a shoppable video on your product detail page. Paid ads in social media, like I mentioned. Wireless it and run other ads. Use it on an Amazon post. You can use it in Amazon brand video ads. Upload it to your off Amazon website. Really, anything that you want. If you’re smart about how you do this and you’re getting video, you can also have the creators say, Hey, would you mind taking some photos? And then use those photos for Amazon posts.
[00:46:56.490] – Speaker 1
There’s so much you can use with user generated content. Ultimately, what it does is it humanizes your brand. It puts a face on your brand. And if you are not comfortable with being the face of your brand, the best thing to do is help your customers become the face of your brand and then recycle that back to them. Udc really does a good job of showing that this brand is real. People like it, people like me like it. I should buy it. Udc posts on social generally have a 35 % higher engagement than branded content, meaning content posted by that brand. User generated content posted and tagging you have a significantly higher engagement rate. 45 % of people will unfollow a brand on social media if it is too self promotional. If all they do is post self promotional content, it’s not user generated content, super boring, people are going to unfollow you. 51 % of consumers are more likely to purchase from a brand they share if they share their photo or video on social media. So if I tagged, say, Tim on social media and he was a brand, I would be more likely to purchase from him if Tim shared my photo that I tagged of him online or something was a really bad example.
[00:48:15.950] – Speaker 1
But on average, we get a lot of content. Really, driving this point home. Get a lot of content. Now, how do you get creators? This next section, I’m going to be walking you through how you can do searches in Google in a bunch of different sites. And then I’m going to go into creator marketplaces, how you can use those. So basic stuff, you can just go to Google and look, Bulldog influencers. That’s not going to really give you a very good amount of results. You could use this operator for any site. So in this instance, it’s Instagram. You could use this for TikTok. You could use this for Pinterest. You could use this for Facebook, for YouTube, for any social media site. But site, Instagram. Com, and then dog treats. You could put dog treats in quotes, meaning that it has to say dog treats. You could also do a related blog. So let’s say that you’re trying to find people that are blogging about dog treats and you sell dog treats. And then you read this blog, B ody on the Road, and you’re like, Wow, this is a great blog. What other blogs are similar to this?
[00:49:22.070] – Speaker 1
Google will then return a whole bunch of similar blogs to that, that then you can reach out to the bloggers and invite them to write for you and drive traffic to Amazon using Amazon Associates. It’s amazing. The other thing that you can do is quote is a participant in the Amazon Services, LLC Associates program, and then quote whatever your products are that you’re selling. The other search could be, quote, AMZN. To, in quotes, and then your products, in quotes, just like this in YouTube. So I’m doing that instead of this is just in Google. In YouTube, I’m looking for dog treat people. So there’s a whole bunch of videos that came up with dog treat. I gave a presentation once where some people saw some psoriasis stuff and they’re like, Are there influencers for psoriasis? Yes, there are. There are influencers for psoriasis on YouTube. This is how you find them. I did AMZN. To psoriasis. Clicked on this guy’s video. You go over to About, click on that. Then you click View email address, submit that you’re not a robot, and then you get that person’s email address. If you are a lucky duck and you sell psoriasis products in this call, you can contact William Gaunitz, tricologist, hair loss expert.
[00:50:48.450] – Speaker 1
And you got his email right there. But you take this for any niche. You just do that. And what this is showing me is that William Gaunitz posted an Amazon affiliate link, and he talks about psoriasis. So then I could email him and say, Hey, Dr. Gaunitz, I saw your content, blah, blah, blah. I’d love to work with you.
[00:51:11.690] – Speaker 1
Would love to start a conversation. Let me know if you’re interested. That could be the simplest email, and all you’re doing is getting a reply. Will there be a recording? Yes, I think there is, Neil. I’m not sure. I’m not running the call. I’m just doing the content. Now I’m going to dive into create a search platforms. Those were operators, right? How to search in Instagram, how to use Google to search in Instagram, how to search in YouTube. There are a whole bunch of different creator search platforms, and these are all what I would say, other than Shopify native, they’re native platforms. I generally don’t like using marketplaces other than probably to validate, and I will get into that. But you’re going to see Instagram creator marketplace and TikTok creator marketplace are very similar, almost identical. Amazon creator connections looks like it was slapped together by somebody looking for a raise that had no idea what influencer marketing was or how it works because there’s a whole… It needs a lot of work. And Shopify collapse is cool. I’m excited to see where it’s going to go. So this is creator marketplace inside Instagram. This is in beta right now.
[00:52:26.070] – Speaker 1
So if you don’t have access to this, just Google apply for creator marketplace, Instagram creator marketplace beta. There may be a link, I’m not sure, but we were invited to this, I don’t know, last year sometime. Cool thing about this is we can really see very good detailed view of where this person’s followings are, what their age ranges are. And I can see, okay, the top country is US, top city is San Diego, London, Hong Kong, and then the Philippines. So this doesn’t appear to me that she is paying for fake engagement. If I was seeing, like, India, Pakistan, Philippines, a whole bunch of that content, and then her segment was largely male, when I know that her content is motherhood content, that would throw a lot of red flags. This is just a screenshot of creator connections. I think it’s cool that Amazon is doing this. Again, this is in beta as well. This is inside your advertising console. If you have access to this, if you don’t have access to it and you want to test it out, you can email your Amazon ads manager if you have one at Amazon and they can get you set up with the application process.
[00:53:40.120] – Speaker 1
I’m not really a big fan of it. And the reason for this is when you create a request, it seems cool because you’re basically only paying commission on sales. The bad thing is that you can’t approve or reject people. Like, literally, you put in, say I’m looking for people that are interested in baby, and then literally anybody that applies automatically gets accepted. And I do not like that because we’re very strict with who can promote our brand. And so I’m surprised that they did that. Like, it’s why I said it felt like it was put together by somebody looking for a raise that didn’t know what they were doing.
[00:54:15.220] – Speaker 4
[00:54:15.900] – Speaker 1
It’s clear that they don’t know what they’re doing. Shopify Collabs is a new feature that if you want to apply as a brand and you use Shopify, it’s a cool thing. You can find creators right inside Shopify, and you can filter by Instagram, TikTok, YouTube, Facebook, Twitter, Twitch, or even just bloggers. It shows their growth curves, their engagement, all that stuff. So this is all just scraped data from the internet. I have not used Shopify Collabs yet either just because I have better methods, I feel, than using a marketplace like this. Generally, if I’m going to use a marketplace, again, it’s going to be TikTok creator marketplace or Instagram creator marketplace. Our process for the TikTok creator marketplace, I’m going to go through this quickly, but you guys do get access to these slides. You should have access to the recording.
[00:55:09.510] – Speaker 1
So I’m going to go through this quickly. And if you miss it, don’t worry, you can pause it. You can go back on the slides and watch it again. In general, we’re going to do four main things. We’re going to make and vet a short list. Then we’re going to invite people once we’ve vetted, made a short list and vetted that these creators have legit followers, that they’re in our… That they’re not posting content that is outside our brand guidelines. Then we’re going to invite them to a campaign. Then if we’re using TikTok creator marketplace, we’re going to take all that negotiation off of TikTok creator marketplace. And the reason for that is that the messaging on creator marketplace is garbage. We try to communicate via email, text, or phone if they prefer phone, but 98 % of the people prefer email. I’ve only had some random people that want SMS. And then finally, we’ll go through the approval video process. So I’m going to go through the first bucket of how to make Invest a short list. So first, we’re going to check demographics. So when you apply for Creator Marketplace, if you can get an application for Instagram creator marketplace or TikTok creator marketplace, you just go to creator marketplace.
[00:56:17.030] – Speaker 1
Tik Tok. Com, and then business. F acebook. Com is where you’ll see the Instagram Creator Marketplace. Those both show really good demographics criteria, like things like I just showed you. So you can see whether or not people have real followers. You can see based on the types of content that they’re doing, if people are inactive, where in the world they’re watching from, you can check their content to make sure that it’s on brand. Those are all things that we do in the making and betting shortlist of creators. So if I’m doing the pet food brand as an example, again, I’m going to make sure that I’m finding people, if it’s dog specifically, that they have dogs that they’re posting dog content. And it’s not cats and iguanas or whatever, right? Pretty straightforward.
[00:57:05.320] – Speaker 4
[00:57:06.070] – Speaker 1
Within creator marketplace, you can invite up to 20 creators per campaign. So there’s two ways that you can do a campaign. You can actually invite creators or you can do an open call. And the open application is where it basically puts this job, if you will, in creator marketplace, and then anybody can apply. And by and large, the majority, they released that in March, we’ve switched most of our campaigns to that method versus inviting. It’s just significantly easier. From there, we look at the applications and then we go back the step and look at demographics, make sure they’re followers or on brand, all that stuff. We then accept or reject invitations. Depending on, again, if it was either we’re inviting people or they’re applying, we go through and accept, reject invitations based on any number of factors. Once we’ve accepted somebody, we can get their contact info inside creator marketplace and we can either email them or call them. But that’s when we take it over to the negotiation point. So we said, hey, we’ve got this campaign, we’re wanting you to sell this widget for 25 % off during these dates and you’re going to get $200 plus 10 % commission.
[00:58:16.060] – Speaker 1
They say, yes, I’d love to do that. Then we get all the contact info. We send them a message inside TikTok creator marketplace saying, Hey, we’re going to message, we’re going to shoot you an email. So you shoot them an email. Your first email is just, Hey, let me know that you got this. You don’t want to send them a PDF. You don’t want to send them links in that first email because it’s going to get blocked by spam. You want to do email, negotiate over there. You want to make sure that then you figure out how to send the free product. You make sure that they’ve read the creative brief that you’ve sent them, that you’ve put together a creative brief that outlines what you’re wanting to do. Then you want to send unique coupon links or links to track if you’re tracking for Amazon or your website. This is where I use PiXL Me. Now, I’ve been using PiXL Me since 2017, since well before I knew Tim, since way before Carbon Six ever bought them. I love the fact that Carbon Six bought them because they’re making it way better for the longest time.
[00:59:14.870] – Speaker 1
It was a a heap of junk. They’ve done a lot of work making it really good. One thing they’ve done is added native Amazon attribution in addition to their pixeling everywhere. I like PiXL Me because what I can do is I can set up a subdomain. Give that short, pretty link to my creator. So deals. Bblittles. Com tim 25. That’s easy for them to remember. Plus, anytime anybody clicks on that link, I’m getting a pixel on Facebook, Google, TikTok, Instagram is part of Facebook.
[00:59:50.880] – Speaker 1
I still include Twitter, even though I haven’t advertised in there in seven years, and Pinterest. So all those places, I can then remarket to them once they’ve clicked the link, or somebody has visited the link, meaning the person saying, Go to this link or click the link in my bio and check this out, that thing. Or when I take that link and I run ads behind it, I can see how many link clicks I get, and then I can follow them everywhere with remarketing.
[01:00:19.790] – Speaker 4
[01:00:20.330] – Speaker 1
Got their link.
[01:00:22.200] – Speaker 4
[01:00:24.010] – Speaker 1
You the video, you’ve approved the video, or maybe you’ve denied the video and then they make changes and you approve it. I always ask to cross post. We have in our creative brief.
[01:00:33.830] – Speaker 4
[01:00:34.620] – Speaker 1
Have a disclaimer that we reserve the rights to cross post, but I always follow up and make sure that you always ask to cross post. Then we turn it into spark ads on TikTok, which is basically a way to run ads that look like it comes from the creator, but you’re paying for. Then if we agreed to pay in commissions, then we pay commissions. That was a lot.
[01:00:59.120] – Speaker 1
It went through quickly. But the great thing about this, like I said, you get this slide, you can go through this step by step and watch us on slow if you need to take notes. I want to move on and walk through TikTok creator marketplace, how we find people. This is me searching for somebody, again, in the psoriasis. I was showing to somebody that there are in fact psoriasis influencers. Inside creator marketplace, again, you can type in anything. If you saw when I first typed that in, it gives a whole bunch of different options. I have different videos or creator. So psoriasis videos, psoriasis awareness, psoriasis, psoriasis, I don’t know, arthritis, something different.
[01:01:46.850] – Speaker 4
[01:01:47.580] – Speaker 1
Then as the page loads, you can see how many video views people get, the average amount of views people get. Sorry, this is their follower count, how many their average video views they get, and then their replay. You can go in and then look at demographics. I can see, so in this particular creator.
[01:02:08.100] – Speaker 4
[01:02:09.300] – Speaker 1
Can see their past videos. The majority of their audience is female. So if I was selling a hair care product to females with that type of marketing on it, I could see that largely young audience, female. But this is concerning. The inactive and the other tells me that they may be paying for followers, or they could be just having a dead following. This one is a little bit better, but still high in active. We got 80 % America. Yeah, pretty straightforward. So again, to sign up for this, go to creator marketplace. Ticktock. Com, and then you can walk through all these steps. When you create a campaign, so let’s say I did my research, I found people using psoriasis, put them into a short list. Now I’m going to create a campaign. I have two options or three options there on the bottom, really, but really two. It’s invitations on the left or open applications. If I wanted to invite to people that I found, I would do invitation. If I wanted to do open application, meaning anybody.
[01:03:16.050] – Speaker 4
[01:03:17.540] – Speaker 1
Tiktok can apply, do that. I recommend that. I always select increased website traffic and product sales. So Anita said, Great tip on PiXL. Me, a lot of the influencers on Amazon and affiliates, they won’t use the link. Well, I just ask them if they want to make more money.
[01:03:36.710] – Speaker 4
[01:03:37.750] – Speaker 1
They want to make more money, what I will do is give them our link and say, hey, we’re just going to give you 10 % commission, or we’ll double your commission. A lot of the creators, if they’re already using Amazon associates, their commission rate is going to be, I think, at most, 8 %. Most of the time it’s like 2 % to 3 %.
[01:03:59.760] – Speaker 1
The other thing that they could test is running traffic using their link. And if they really don’t want to use PiXL Me, you could do their link. But I know that I think that Albert is working on a way to do affiliate URLs and attribution your link at the same time. I’m not sure. Don’t quote me on that.
[01:04:22.020] – Speaker 4
[01:04:22.780] – Speaker 1
Generally speaking, that’s the way that I’ve overcome that in the past, Anita. This is a little bit on PiXL Me.
[01:04:28.500] – Speaker 4
[01:04:29.360] – Speaker 1
Know that I did a bit already. It’s native in that Amazon attribution integration. It’s super easy.
[01:04:36.480] – Speaker 4
[01:04:37.510] – Speaker 1
Can see the whole list of all the different things you can set up inside PiXL Me. Super easy. You can have 11 different remarketing pixels. I use Facebook, Twitter, AdWords, Analytics, and Pinterest. I don’t even know what Next segment is, and my product isn’t really appropriate for LinkedIn in general, and obviously TikTok. So in the one click, it’s awesome that it will redirect, and then you can remarket to them using any of those links.
[01:05:12.050] – Speaker 4
I like it.
[01:05:12.700] – Speaker 1
For the branding too, because we have a couple of different things. So if we’re doing for direct to our site, we do deals. Bblittles. Com. If we’re going to Amazon, we do amz. Bblittles. Com.
[01:05:23.300] – Speaker 4
[01:05:23.910] – Speaker 1
It way better than Bitly because Bitly, you can pay for the premium and get a custom domain, which is silly. You don’t get any remarketing on that at all.
[01:05:35.370] – Speaker 1
But I like using this better than Bitly or non branded links because it has a better trust factor too.
[01:05:42.920] – Speaker 1
Massive Amazon distribution, easy Google ads set up and tracking.
[01:05:48.000] – Speaker 1
These are some ads that I have still running. It’s a little bit old data, but it shows from when you started your BSR, your revenue that you’re driving because of the ads, your rate change. Amazing. As far as I know, it’s the only platform with the ability to optimize for conversions on Google. Meaning if you run external traffic via Google ads, you can have optimize as an ad objective that you want to optimize for conversions, not just traffic, which is huge. And it actually passes the URL search parameters through to Amazon on click, unlike Amp. Meaning when people search for something in Google, say swim diapers, right? I sell swim diapers, they will pass that query over to Amazon that when that person converts, it helps me rank better for swim diapers specifically. Massive. I know that I went through a ton. Kind of wind it up here with my additional thoughts and final thoughts. If you guys have questions, start typing them into the meeting chat.
[01:06:45.430] – Speaker 4
[01:06:46.850] – Speaker 1
Covered a lot about how to find people, how to vet people, how to use different platforms, different tools. But all of this work, once it works, once a partnership works, you want to make sure that you invite your influencers to join your brand ambassador group, or a VIP group, or something. If you don’t know what to do, start a Facebook group and just call it your brand ambassador group. Fake it till you make it. Just start a group and start putting people in the group and start talking to them. It’s better to start building this audience and collecting them into a group than it is to wish that you would have done it later. You want to consider all this initial time investment in your research as your customer acquisition cost, your cost per acquisition. According to the Harvard Business Journal, it costs about 5 to 20 times more to acquire a customer than it does to sell to a new customer. In general, creators work on their own time. Influencers work on their own time, expect way longer.
[01:07:47.940] – Speaker 4
[01:07:48.550] – Speaker 1
Something done than you’d expect. You need to be very explicit in your creative brief, in your communications what your timelines are. If you expect to have videos for review on a specific date, you need to make sure that you’re emailing that person up until they give you the video for review. And if they go late, push them off to the next campaign. You could add them to the same campaign if you don’t mind about muddy reporting, but it’s totally up to you. Other takeaways, you need to be very clear on any hooks and calls to action that you would like to be used. So for example, when you’re working with people, you could say, Say something like this at the start of your video, or you could give other examples like, I saw this trend, we’re thinking about this, what do you think? Or do you think that stitching this video with this would work well? Or what do you think about using this again? But the point is, you’re wanting to inspire creativity where they can take their creative juices because they’re creators and create something awesome for you without tying their hands and making it feel like it was a scripted used car sales pitch.
[01:08:57.150] – Speaker 1
At the end, with a call to action, I say, say this at the end of your video. So if you want people to have a strong call to action, you want people going to a specific link, make sure you say, Save 40 % by visiting this link, whatever. Or if you’re just wanting lifestyle content, not a call to action, you can omit that piece. It’s very, very up to you, very strong. But we include this in all of our creative briefs, like I said. You want to focus on one product or product family at a time because it’s better for measureability and it’s easier for the end consumer to purchase. Again, if you’re driving to Amazon, ways that you can do this is you could drive to your storefront and you can have a specific category or you can drive to a specific listing or you can go to a social promo, a coupon page, which I don’t do so much anymore because those pages are garbage. And it’s nice because the coupon automatically applies. They don’t need to remember a coupon code, but I just don’t like those pages. So you want to focus on one product or one product family at a time, because if you’re trying to track conversions, if you’re trying to track any increase in sales, any increase in branded search terms, it’s a lot easier to see that on a small level.
[01:10:15.090] – Speaker 1
And indeed, I saw your question. I’m going to get through these takeaways, and then I will get to your questions here. Key takeaways. Again, is your product in season? Shocker. Selling a summer product in the winter probably won’t do well.
[01:10:29.680] – Speaker 4
[01:10:30.270] – Speaker 1
Know this from experience because we sell summer products. We have a client who sells a winter product that hired us or had a client, there’s friends, they’re not clients anymore.
[01:10:38.490] – Speaker 4
[01:10:39.170] – Speaker 1
Why they weren’t is because they were selling a winter product going into summer. And influencer marketing, it’s hard to get people to want to buy a winter product in summer.
[01:10:51.680] – Speaker 1
[01:10:53.430] – Speaker 4
[01:10:54.730] – Speaker 1
Is your product social sexy? Is it a thumb stopper on its own? Is there something that stands out about it, or is it just a blue spatula and everybody else is red? Is there something inherently cool about it that people are going to be like, Oh, that’s amazing. Or do you have to tell that story more? You have to think about those things. Do you have a branding angle or a unique selling proposition that make it stand out? When everything else fails, story sells. Make up fun marketing, funny stories.
[01:11:27.850] – Speaker 4
[01:11:28.640] – Speaker 1
The Harmon Brothers video ads if you want some creative inspiration. Not all niches are the same. Like I said, beauty is super expensive. Supplements are super expensive. You need to know the rates going in. Measuring ROI is really hard. That’s why I said you want to measure everything before, during, and after any campaigns. So if you’re a seasonal product, you want to look at the same period last year, year over year. If you have just a non seasonal product, but you know that you have normal fluctuations, you still want to look at that period year over year, but also.
[01:11:58.850] – Speaker 4
[01:12:00.340] – Speaker 1
Week over week. What you’re going to look at is general traffic, increases in traffic, general conversions, increases or decreases in conversion, and then increases or decreases in branded search term. And you’re looking at that before, during, and after the campaign, because what you’re going to see is before the campaign, typically you’re going to have a lower branded search term for sure. During the campaign and after the campaign, those rise, but then they taper off if you’re not doing a bunch of content. Gifted campaigns in general are dying. I started seeing this July last year. User generated content, jobs, tips, guides, they’re trending on social on TikTok right now. There’s a whole bunch of content creators that are just UGC gurus. They teach you how to make money making UGC. And so everybody thinks that they can just make money because they have a phone, not because they have traffic. So you need to be aware that doing gifted campaigns is really dying. And then.
[01:13:00.190] – Speaker 4
[01:13:01.360] – Speaker 1
People really function in one of two modes, social or market. Your goal should be to build a relationship that has business benefits. If you start off the conversation all business, it’s going to be hard to get it to the friend zone. If you start it in the friend area, you want to make sure that you don’t cross any business boundaries where people should be getting paid. So final take away. This one’s for Timmy. I really think the smart marketers use PiXL Me, and they have a free ACN audit that if you haven’t tried that, you need to check it out. I’m going to go to this final slide so you guys can see my QR. Again, if that doesn’t work, I apologize. I just set that five minutes before the start of the call. But what I’m doing is I’m going to be giving you the slides and then the manual outreach SOP on this. I might give you my creative brief too, I don’t know. But scan that and you can sign up for an alert and I’ll make sure that I send that out tomorrow. So Anita, you had asked, how do you get influencers to get them to sign up to a brand ambassador program versus one of the engagements or versus one-off engagement?
[01:14:09.790] – Speaker 1
And what do you expect them in exchange? And what are your favorite tools for measured campaign metrics for Instagram and TikTok?
[01:14:15.950] – Speaker 4
[01:14:16.830] – Speaker 1
For the brand ambassador thing.
[01:14:19.140] – Speaker 4
[01:14:20.080] – Speaker 1
What we’re going to do is we’re going to look at that as every touch point with our customer is a potential entry point to become a brand ambassador, meaning a product purchase, an ad that they see, anything. So what I look at is our inserts. We’re inviting people to register their purchase. And then at the bottom of that funnel, inviting them to become brand ambassadors in that registration funnel. And then the same with that, we’ll run ads. And then in the ad funnel, the ad will have what are the benefits of becoming a brand ambassador? And in general, we give them basically anything for free after they’ve done a little bit of work. So we asked them to do a handful of photos and then they get… It’s a good relationship where we asked them to do photos and they do, then we just give them whatever for free. We hook them up. So what we expect from them in exchange is if we need videos taken, if we need photos taken.
[01:15:19.130] – Speaker 4
[01:15:21.070] – Speaker 1
We’re doing a product launch, we would expect them to just help us out with content. In general, we used to ask for one photo a week through the summer. Now we just do one photo a month throughout the entire year.
[01:15:36.480] – Speaker 4
[01:15:36.710] – Speaker 1
There’s a whole bunch of different ways that you could structure a brand ambassador program.
[01:15:41.480] – Speaker 4
[01:15:42.160] – Speaker 1
Is very friend based, if you will. We have it tight in a Facebook group.
[01:15:48.560] – Speaker 4
[01:15:49.290] – Speaker 1
Then whenever we need anything, my wife will just post in there and thank people. So we have a whole tracking system of how to track points, and each post is worth certain points. And there’s a whole bunch that’s way too much information to go since I’m already over time here. And then my favorite tool for measuring campaign metrics for Instagram and TikTok, creator marketplace and TikTok creator marketplace. So Instagram creator marketplace and TikTok creator marketplace. Just because it’s native built in.
[01:16:21.110] – Speaker 4
[01:16:22.000] – Speaker 1
Don’t think third party tools work as well as the native ones because they’re always inferring. But I’m trying to think of any off the top of my head that I’ve used, but we just do all the native stuff. Good?
[01:16:44.560] – Speaker 3
[01:16:45.890] – Speaker 1
Good to see you, Andy?
[01:16:47.520] – Speaker 3
Yeah, awesome. How are you guys?
[01:16:49.700] – Speaker 1
Good. I know that was a lot of content and it was about an hour and a half.
[01:16:56.610] – Speaker 1
Let me know if you guys have questions afterwards. I’m in the Centurion League Facebook group, more than willing to help.
[01:17:07.110] – Speaker 3
And don’t forget, FIGI is coming up on the.
[01:17:14.180] – Speaker 1
Yeah, do you guys want if you guys want to come to FIGI, I’m running a special for Timmy’s people. I know it’s super late notice, but I’m doing an event in FIGI, and I’ve structured it so that it’s… I’m calling it Ecomm Unboxed, and I’ve handpicked speakers that are not normally on the Amazon circuit just because every speaker… I’m on the Amazon circuit and every event that I go to is the same group. I like going, but if I’m going to go to an event, I want to learn from people that I haven’t heard the same thing 55 times from. So I’ve.
[01:17:48.620] – Speaker 4
[01:17:49.600] – Speaker 1
Lauren Patrullo coming. She is former Disney employee. She used to only work on projects that were 25 million or more. Now she’s doing amazing stuff with Pinterest. She’s social media amazing. Molly Mahoney, who is one of the foremost experts, I think, in creating content, like putting out a good content calendar for social media, doing live content, video content. She might be talking about that or AI, I’m not sure. Ben Webber is one of the most underspoken sellers that I know.
[01:18:18.770] – Speaker 4
[01:18:20.100] – Speaker 1
Sells like 40 or 50 million dollars a year on US, eight brands.
[01:18:24.960] – Speaker 4
[01:18:26.010] – Speaker 1
He’s going to be talking about product selection, listing, optimization. He’s launched over 300 products and only had five fail. He’s really good at that. Myself, and I don’t know if I’m missing anybody. Light on speakers, but it’s going to be more in-depth. We’re going to be doing more connecting and bonding over intentional networking. But I designed it so that the speakers that are there are super smart. They’re super good at what they do. W e’re going to be all hanging out together, really small group, maybe 30 people.
[01:19:03.700] – Speaker 4
[01:19:04.330] – Speaker 1
Week in Fiji. Starting next week, the 11th through the 16th. If you guys want to come, let me know.
[01:19:12.790] – Speaker 2
[01:19:13.740] – Speaker 3
Just come back from Chris Thomas and Regina’s Collector in Bolly. The big value of these always is that the networking and the friends you make, they’re friends forever. I met up with Paul at the previous collector, and that relationship, along with the people that are there, just keeps going. If you want to grow, you got to go.
[01:19:39.170] – Speaker 1
[01:19:40.250] – Speaker 3
We’ll see you next month, brother.
[01:19:42.630] – Speaker 1
Cool. I’m looking forward to it, Andy.
[01:19:44.330] – Speaker 3
[01:19:45.240] – Speaker 1
Thanks for all your questions, Anita. I’m trying to see that I missed. I don’t think I missed any. Did I answer all of them? Yeah, thank you for all that. Awesome. No worries. You guys are using PiXL me already? Do you talk to Albert or Clayton? I spoke to Clayton. I sat beside him in Greece last month. Oh, fun. So you went to Tomer’s thing? I did. Nice. Maybe message Clayton and ask him about the attribution and associates tag. I don’t know if they’re actually working on that.
[01:20:19.270] – Speaker 4
[01:20:20.540] – Speaker 1
Basically what, like I said, what we do is we just tell them we’ll give them more money. Yeah, we’ve tried that. Our influencers are too big. It doesn’t work for them. They have too many sales quotas with Amazon, so 10 % doesn’t. They don’t care? No. Would they be willing to do a landing page intermediary? Never thought of that. I don’t know. There was a really big company that I worked with that they didn’t drive traffic to Amazon because their deals that they could do on their landing pages converted at 60 %. Wow. And they wanted to make sure that they controlled the landing page experience. That’s one thing that you could think about, too. Yeah, we’ll do that. Yeah, I can reach out to Clayton as well and find out about the attribution thing because that would be a perfect solution. Yeah, I could ask them, too. I think I have him on WhatsApp. Yeah, shoot him a message. Thank you. No worries. All right, guys. Well, I’m going to head out. Thank you, Paul. That was great, though. Awesome. Sorry if it was a lot over when I was a lot. It was great.
[01:21:29.890] – Speaker 1
Good. Good. All right, cool. See you guys.