Director of Marketing Content at GRIN
Scaling Your Influencer Marketing Program
In this episode:
Influencer Marketing Expert
Allison Brown has been a leader in influencer Marketing since 2016 when she spearheaded the program at Kodiak Cakes, a health foods company. At Kodiak Cakes, she uniquely created a program that used experiential events across the country to build relationships and brand awareness. Allison then moved to Factor_, where she created another high-achieving influencer marketing program. Allison combined influencer marketing and social media efforts as a director of both departments at her last role, seeing the benefits of having both run in tandem to achieve the same goals.
Having been in the influencer marketing space for so long, Allison provides a unique outlook on the platforms to use, the people to hire, and the framework needed to create a best-in-class program. She is also a recipient of Utah Business’ 20 in Their 20’s award for her achievements in social media and influencer marketing.
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Full episode details
So your new influencer program is successful – what now?!
“I think having a clear goal is huge – making sure that everyone on the marketing team, especially the higher ups, are aligned with the goal for the program. It’s a huge red flag when you start influencer marketing and they want it all… I think when you go into influencer marketing with all those things being your goals, you’re not going to do any of them well. If you narrow it down to one thing you wanna focus on, you can do that one thing very well and really succeed.” – Allison Brown
Scaling your influencer program is a crucial part of your marketing strategy. Starting out, you’re managing a handful of creators and campaigns that are simple enough to track manually. But recognizing that it’s time to take the next step to formalize your program is a big deal, and the decisions you make in this stage greatly impact the long-term future of your influencer program.
To help you understand how to move your program forward, influencer marketing legend Allison Brown joins us for an exclusive Q&A podcast episode. In this interview, we ask her to break the process down into simple steps.
Scaling your influencer marketing program
Breakdown of the GRIN Gets Real Podcast Episode #26
There are many things to consider when you’ve decided that it’s time to formalize your influencer program. Among your priorities will be the type of influencers you want to use to scale your program.
“There is a sweet spot when you can find people that align with your brand and are creating content that could reuse and drive conversions.”
In addition to influencer recruiting, you’re going to need clearly-defined goals and tools to help you know whether you’re meeting those goals. Allison explains why each decision is essential to building out your influencer campaigns and workflow.
“Deciding that you’re going to scale is step one. Step two is immediately go purchase a platform. It’s usually a pretty big investment (especially for small companies), but I think that’s the biggest piece of advice I can give.”
At the end of the day, your influencer program comes down to managing relationships with content creators. How you select and nurture those relationships holds the key to your program’s success.
In this episode, we discuss:
- How to identify your program goals
- Pain points during growth
- Interpersonal relationships with creators
- How to know when a creator is or isn’t the right fit
- How to keep the right influencers
- How to “break up” with the wrong influencers
- Pitching your boss for more and better tools
- What the future of influencer marketing will look like
- And more!
Quotes from This Episode
“You absolutely need a platform – I cannot stress that enough. GRIN is obviously my platform of choice after doing so many demos with so many platforms and even working with so many different options. GRIN has it all in terms of if you’re just looking to generate content and categorize it, or if you really wanna measure click-through rates, ROI, and conversions – GRIN can do all of those things.”
“You can’t just go in and say, ‘Okay, we’re just going to start working with influencers. Let’s go!’ And then throw money at things and see what sticks. It’s much more strategic than that.”
“Those short campaigns are also a great opportunity to pull in new people that I’m a little unsure about – see how they would handle a new product launch. And see how they deliver and how it is to interact with them.”
“If you’re chasing metrics, you can almost guarantee that the quality isn’t going to be as high as you expect or like. It’s very important that as you build relationships, you’ll help foster a relationship with the brand in a way that they can then speak to the brand and create content for the brand that’s more authentic.”
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The GRIN Gets Real Podcast aims to cover not just influencer marketing, but every function of your marketing funnel for ecommerce. Join us as we invite the top minds in the influencer and ecommerce industries to discuss strategy, trends, insights and so much more.