Director of Marketing
Content at GRIN
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!
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.
“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 BrownScaling 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.
“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:
Director of Marketing
Content at GRIN
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!
