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Hosted by:

Katya Allison

Director of Marketing
Content at GRIN

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GRIN Gets Real

About GRIN Gets Real

Welcome to the GRIN gets real podcast, the show for people who want to maximize their marketing potential. From influencer marketing to eCommerce strategy and everything in between, each episode will feature industry experts that share their insights and provide actionable tips to help you achieve your marketing goals. Subscribe and stay tuned!

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Creating a full-funnel approach to influencer marketing

In this episode:

Christie Childers

Influencer Marketing Agent & Brand Partnerships consultant

Christie Childers is an Influencer Marketing Agent & Brand Partnerships consultant based in New York City under her company entity, Best Day Ever. Christie’s goal in the brand space, whether working as a creative strategist, podcast producer, or managing content for her roster’s deals, is to build out-of-the-box strategies that uphold ethics & integrity and leave the world a better place than she found it.

Full episode details

Influencers and Brands Work Together to Drive Conversions

“You have to know that you’re going to be moving down a funnel when you start with an influencer.” – Christie Childers, Best Day Ever
Working with creators provides a unique opportunity for brands to expand their audience, build trust, and ultimately drive conversions. But sometimes brands don’t treat influencers like people with a business and a livelihood to protect. Influencers and their managers can feel taken advantage of instead of supported as partners. Brands that offer clarity in their initial negotiations cut down on the back and forth and make it easier for creators to work with them.  Additionally, brands need to give their influencer marketing strategy time to mature. An audience may not be ready to buy the first time they see a product collaboration introduced by an influencer they follow. A full-funnel approach to influencer marketing builds trust in an audience as the influencer posts about their own story of using the product and how it’s made their life better. Instead of expecting immediate ROI, a successful influencer/brand collaboration develops the strategy over time and across different platforms, ultimately driving higher conversion rates and greater returns.
“People are really interested in other people’s lives so that they can find ways to integrate those things into their own life and be the best version of themselves.” – Christie Childers, Best Day Ever

Breakdown of the Grin Gets Real Podcast Season 2 Episode 11

“It’s always complimentary when someone reaches out and they’re like, ‘I am a genuine follower and fan and I’ve always wanted to work with you guys.’ It creates a lot of fun for everybody.” – Christie Childers, Best Day Ever
If it exists in the influencer marketing space, then Christie Childers has probably done it. These days Christie focuses her time and energy on working with people who are making the world a better place. She consults brands on their partnership strategy, encouraging them to use a full-funnel approach to marketing, and always to treat their creators with kindness and understanding. In her business, Best Day Ever, Christie also works with creators as their non-exclusive agent, helping broker brand deals, negotiate contracts, and manage content to help her roster of influencers grow their business. In this episode of the GRIN Gets Real Podcast, Katya from GRIN talks with Christie about her experience working with both creators and brands in influencer marketing, what common problems she encounters, and how she advises her clients to get the highest returns from their efforts.  Christie’s unique approach is grounded in marketing wisdom. She believes that a full-funnel approach to influencer marketing is the key to success. She says she’s never understood why brands expect immediate conversions from influencers when that sort of immediate ROI is not the norm in any other marketing strategy. 
“When [an influencer] is first starting to let their audience know who you are, why they value you, why they’re excited to partner with you, how you make their lives easier… honestly, I think it is foolish for anyone to think that you could just immediately expect something to convert.” – Christie Childers, Best Day Ever
Throughout all of Christie’s work, she is on a mission to uphold ethics and integrity, and her thoughtful answers show us how she’s doing it. You’ll hear insights such as:
  • How brands, whether intentionally or unintentionally, can take advantage of influencers when they aren’t upfront about the full scope of the contract.
  • How to draft a clear creator outreach email that provides all the necessary information influencers and agencies need to quote a rate.
  • Why most influencers won’t convert with their audience immediately, and how to best develop an audience and increase conversion rates.
  • Where an influencer fits into the funnel of a 360 marketing strategy, and why she believes this is often the best approach for brands.
  • The differences and similarities between the TikTok and Instagram platforms, and why video is taking over.
  • What three things every brand needs to have when collaborating with influencers.
…Christie even shares her predictions about how NFTs and cryptocurrency are shaping the future for creators!
“I think people forget that they got into marketing or a creative career or an advertising career because it’s something different and exciting and fun. And if you lose the fun in it, and you lose the joy, you kind of rub that off on everyone else.” – Christie Childers, Best Day Ever
Listen to this episode for insider knowledge on what influencers need from brands in order to feel good about the partnership. Learn how Christie advises her clients to grow their brand awareness and sales through influencer marketing, and how it fits into their wider marketing strategy.  To hear all Christie’s tips for building successful influencer marketing campaigns… Listen to the podcast now!

Quotes from This Episode

Creating a full-funnel approach to influencer marketing 1

“Remember that you’re working with people. They’re not your media buys, they’re human beings and they have things going on in their lives.” –  Christie Childers, Best Day Ever “It’s wonderful when a brand reaches out and they want to create a relationship.” – Christie Childers, Best Day Ever “More DTC brands are starting to get rid of a lot of other marketing vehicles and moving towards influencer only, which is great, we love to see it.”  – Christie Childers, Best Day Ever “Ever since Instagram announced that they’re also becoming a video platform. Most brands want video on [all the platforms].” – Christie Childers, Best Day Ever “Influencer marketing drives, because people are nosy [and] they want to know: what you’re putting on your face, what [supplements] you’re taking, and what you’re wearing.” – Christie Childers, Best Day Ever

 

 

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