The key to Successful Influencer Marketing Campaigns 0 104

Influencer Marketing isn’t exactly something new and, even before the first ever social media post in online history landed, people with the power to influencer others were already getting paid to do exactly that. This is a point that Paige Arnof-Fenn, Founder & CEO at USA marketing agency Mavens & Moguls, recalls.

“When I started my marketing career in 1990 there was no social media and brands had to pay a lot of money to celebrities to endorse their products. Today, small businesses can successfully advertise and promote their brands online without spending tons on traditional media by leveraging the internet and online marketing. Research shows that peers and influencers actually carry more weight today with consumers than paid endorsements.” – reveals Arnof-Fenn, a former VP of marketing at Zipcar.

“My best tip for a successful influencer marketing campaign is to utilize a mix of influencer types. Instead of just focusing on the most popular/branded individual influencers, you should include internal experts, micro-influencers, niche expert prospects, and customers in your influencer marketing mix. Receiving multiple perspectives and insights always enriches the discussion and generates more activity online. In the end, doing your homework is key to success.”

The good news is that, over the past year, the number of people with potential to land real influence to your campaign have increased exponentially, with more of us spending time online to consume content and share our views.

“A shift that happened during the 2020 pandemic is an influx in social media participation and a widening in scope of who is considered influential. With this increase in the number of people turning to social media to meet their needs, the opportunity to share brand awareness through everyday people, entrepreneurs, and even celebrities have increased. The trick is to find the right voices that fit your brand and goals, not the most popular ones. I can’t tell you how many times my friends and I have shared products with each other and all immediately invested. It is about trust at the end of the day.” – says Jessica Fonseca, SVP of Influencer Marketing at Los Angeles-based PR agency at Pink Shark PR.

“A trick I use to find the right content creators is to analyse a brand’s analytics, see who their typical buyers are, and then approach them with a mutually-beneficial offer. I cherry-pick the influencers who vibe with a brand and its initiatives by searching hashtags, demographics, and location. When you find the right voices, they’ll be willing to share your products or services because they truly love what you offer. You can also extend to using small commission-based opportunities for creators. This not only supports the creator but also provides them with an incentive to continue posting about your product.” – explains Jessica.

I spoke to seasoned content creators, marketeers, and business owners using influencer marketing to identify simple-to-follow tips when working with content creators for a campaign.


Personalise it

“To experience a successful influencer marketing campaign, you need customized content as per the influencer’s persona. I have been working on influencer marketing on Instagram for the last 3 years with good, average, and bad results depending on the period of time. During the last few campaigns I have noticed that the followers of the influencer don’t like advertisements in the content, so you need to integrate the offer in a subtle way. This subtle approach needs to also generate a good amount of engagement, clicks and impressions for the post and story.”

Nizar Ali Bachlani – Partnerships, influencers and affiliates at


Repost content from creators

“What people often forget to do with influencer marketing is repost the influencer’s content! An influencer is much more likely to tag you in future posts if they know you’ll always share the love back. Whenever they tag you, be sure to share that content to your story and profile. It’s a great way to show influencers you appreciate them!”

Liz Jeneault – VP of Marketing at


Influencers need creative freedom

“We experienced success and ROI on a project after changing the way we briefed creators. We decided to give them a chance to do their own thing, that their audience will love.
When the creator has some creative freedom, your success boils down to having in-depth documentation on branding. This includes everything from logo placement, recommended slogans, talking points, and key unique value propositions.
This helps make sure that the production value of how your brand is presented shines.

Domantas Gudeliauskas – Marketing Manager at AI-powered website builder Zyro


Start with people around you

“I prefer to find influencers amongst our employees and our customers as opposed to working with strangers off the internet as content creators. The former already like our product and service, meaning they are oftentimes willing to work for store credit or free products instead of insisting on thousands of dollars for a social post. The characteristics of this partnership also mean the promotion is much more authentic because it’s organically driven.”

John Frigo – Influencer Marketing Manager at www.MySupplementStore.Com


Know what you want

“Specifying your exact requirements to an influencer is key. If you want text/tags/swipe ups/gifs/codes, then make sure you include these in your briefing. Detail if you want the influencer to add their creativity to it or if you will be providing all the content. Clarity is key for influencers when working with marketers. Otherwise, influencers will naturally have their own spin on the collaboration and might miss something you wanted but didn’t articulate to them.”

Kristie Bennett – Content creator and Winner of Australian Survivor


Start an authentic relationship before any campaign

“It’s important to speak with the influencer as if they are a new friend. Without asking for something right from the start, the best practice is to set up 4 touchpoints, spaced 1 week apart. This can be a comment, like, DM or repost. It’s only when the influencer has engaged, and the relationship has started to be built, that we approach the content creator. Authenticity is key.”

Myriah Castillo – Digital Marketing Manager at


Make it mutually beneficial

“We are a 100% female run e-commerce social enterprise founded in 2015. Based on our experience, it is important to remember that a successful influencer partnership is a two-way street. Take the time to brainstorm ways you can help the influencer build on their own brand through the partnership, such as by exposing them to your own audience. By making the relationship as mutually beneficial as possible, it is more likely that your influencer will be motivated to make the campaign a success for both of you.”

Jessica Rose – Chief Executive Officer at


Check authentic engagement, not just your number of followers

“Since we’re in the sneaker & streetwear industry, the influencer marketing opportunities are endless. We have tried many different campaigns with influencers, and we found that the key to a profitable influencer marketing campaign is an authentic influencer with a loyal community. You need to spend time reviewing the influencer and his community. How loyal and engaged are these people? How authentic is the influencer while engaging with them? Spend some time learning about the “Like:Follower Ratio”, too, and never just look at the follower count of an influencer.

We found that the more loyal the community is and the more authentic the influencer is, the more expensive the campaigns with these people are…but the returns were always worth the cost.”

Edgar Suppes – Co-founder at

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Marcio Delgado is a Journalist, speaker and a Content Producer working with brands and publications in the UK and Latin America.

How is Coronavirus affecting content creators’ income? 0 653

It is official: we are four months into 2020, and a lot has changed since the last time content creators ventured out of their houses for a photoshoot, or to create a branded campaign from scratch.

From Asia to the USA, from Europe to Latin America, current travel restrictions and self-isolation recommendations mean that more people than ever before are working indoors, across all corners of the world, helping fight the spread of Covid-19.

So, how are influencers balancing life in quarantine, creativity restraints, and the loss of income generated by the global pandemic?

Matteo Castellotti – Ski instructor and blogger

Double Impact

“As a content creator and ski instructor, I have been doubly impacted because you need to be outdoors to carry out both activities, and, right now, it is not a possibility here in Italy.

It has been a month since the last time we were allowed out of the house properly, and the number of deaths caused by the coronavirus is worrying.

We try to remain courageous and support each other, but the truth is, we don’t know when all this will end, and life will be back to normal. Hopefully, everything will be resolved as soon as possible.”

Matteo Castellotti – Ski instructor and blogger

Renata Oliveira – Model and Lifestyle Influencer

Leveraging the Engagement Spike

“It affected me directly as I had worked with brands canceled, as well as a work trip carefully planned to take place during Easter that has been canceled.

I am very practical, though, and as I suddenly found myself at home with lots of extra time, I have dedicated my time to creating content that can help my followers through their quarantine.

From tips to recipes, I am doing whatever I can to keep my Instagram active and useful, besides leveraging the increase of traffic and engagement I have noticed since this novel coronavirus started to change people’s online habits.”

Renata Oliveira – Model and Lifestyle Influencer

Giovanni Aguayo – singer

Fitness Routine Dropped

“Although I love my two dogs, staying full time indoors with them is also driving me insane. I miss going to the gym – and for once, my fitness routine has totally dropped.

I’ve been trying to keep a healthy diet but, I’m just at home watching movies all day. I haven’t been back to work in 2 weeks, and I truly miss it, even seeing my co-workers and just people in general. As an influencer and content creator, the virus has had a kind of up and down effect; for example, I haven’t had any new products for product placement, but I have learned a couple of new things for myself. I’ve learned to dance more, keep in touch more with my family and friends (over FaceTime, of course). In fact, lately, I have been putting together a lot of dance videos, and have even learned a couple of choreographies.

The virus itself is horrible, and I wish it can go away soon, so we can continue with our normal lives and normal living and rebuild a financial structure. Tons of businesses have closed down here in Las Vegas, and hotels and casinos are all boarded up to keep people away.”

Giovanni Aguayo – singer

Dr. Bucandy Odetundun – Brand influencer and Medical Doctor

Negotiations On Hold

“I’m a stay at home mum, and I usually use the time when my son is at the nursery to create content for both my YouTube channel and my Instagram. However, right now, my son’s nursery is closed, so it is really difficult as he consumes most of my time.

It is not only affecting my creativity but my income, too. I had a few brands in which I was at an advanced stage of negotiations for an Influencer Marketing campaign before the lockdown. Unfortunately, they had to put everything on hold due to the unprecedented times.”

Dr. Bucandy Odetundun – Brand influencer and Medical Doctor

Why is everyone launching info products and how to successfully create one? 0 752

Unless you have managed to totally disconnect from the online world since the beginning of 2020, you will have noticed that, in recent months, everyone seems to be launching one or more info products. These products aim to provide well-crafted explanations, through a variety of domains, delivered in a simple and digestible way.

Wherever you look, someone is advertising a new online course, a podcast series, a free or paid ebook, the updated version of a digital workshop, or several video tutorials.

For a brand, it can be a case of raising awareness or upselling a product.

For freelancers, an info product can become a sizeable income stream as, every time someone signs up for a paid info product, its creator will be the one retaining the majority of the amount charged.

The topics, as you would imagine, are as wide as the web itself.

From detailed steps on how to rank on Google; running a Facebook ad campaign for the first time; creating a Youtube Channel; learning to do your own PR; launching your own fashion label; becoming an Influencer; or, building a marketing funnel – to name just a few – chances are you will find info products out there for almost every need.

As someone working with influencers on a regular basis, I have never seen so many creators turning their hands to developing content that helps others – and charging for it.

However, before spending time and resources creating an online product, what are the tangible results that should be expected in a very competitive digital world?

Recently I set out to learn golden tips from the experts in helping brands diversify their digital portfolio, and from those ones who had already launched their own info products, and here is what you should watch out for if you want your info products to be successful.


Test it with a small group

“To avoid wasting time or money, sell your info product to a group of testers before you create any of it. This serves three purposes: it ensures you have a product that people are willing to pay for, it allows you to modify or add content as you are getting real-time feedback and, finally, it creates motivation to complete it!”

Joanne Mosellen – Online business coach


Aim to establish trust

“There are a number of ways you can create an online course, but I find using software like Thinkific is easiest – just upload your content and it will help you format your content into a learning dashboard. However, as there are a lot of really terrible courses and ebooks on the web at moment, to be successful you need to establish trust by including real testimonials on your sales page, offering a money-back guarantee, and even giving away a sample chapter or lesson of your course so individuals can get a sneak peek.”

Meg Marrs – Founder of online dog training course K9 of Mine


Be authentic and provide value

“I just launched a YouTube channel called “Millennial Tips for Small Businesses” because I felt powerless as my company Cropsticks Inc. took an 85% loss due to the pandemic.  We provide commodity products for the foodservice and hospitality industry. So, on my new YouTube channel, I share any business resources I have found with other small business owners.  Just 2 weeks in and 700 views down, I feel more powerful than ever because Cropsticks feels seen.  Our story was covered in a local magazine, a national retailer reached out after seeing the video, and I even secured a partnership with TikTok. Most importantly, I feel like I’m truly helping my community. It’s worth putting yourself out there but, as you do it, be authentic and provide value to your audience.  Ask yourself, is this information I am glad to have learned?

Mylen Yamamoto – Creator and Founder of


Finding your niche is key for an info product’s success

“You need to focus on the relevant market and provide a product that is legitimately helpful to people looking to succeed in it. Always invest time and efforts in continued product creation and dedication to quality. And for those doubting, don’t get down on yourself or your knowledge. Something you consider basic can be exactly the piece of knowledge another person is dying to have.”

Rob Level – CEO at Smart Rapper – Online Education for Rappers and Recording Artists


Hire a good content writer to get traffic

“We launched a suite of digital workshops for new remote workers and haven’t paid for any ads to bring traffic to the site. Instead, we have invested time and money into writing content that is so helpful and original that it has driven enough organic traffic to keep us more than busy. For example, we hired a writer to create 51 unique icebreaker questions to kick off a meeting and it performed extremely well”.

Michael Alexis – CEO at

Why is everyone launching info products and how to successfully create one?

Distance education and online learning during the COVID-19 pandemic are increasing demand for information products.

Carefully plan your sales page

“The barrier to entering the info product market is practically non-existent, as anyone can use free resources to produce, distribute, and earn money from an info product that can be sold over and over again, with little to no further investment, once it is created. However, as enticing as all of that sounds, consider the way you plan to drive traffic to the info product sales page. I see people spending a lot of time and energy creating a course or other digital products; however, without being able to drive customers to the sales page, they can’t make any money”.

Ian Kelly – VP Operations at NuLeafNaturals


Spreading knowledge leads to endless opportunities

“Your first info product should be about a topic that you can have hours’ worth of conversations with a stranger about, the subjects that makes your blood pumping with excitement. Take time to study how the content of other info Products similar to yours are creatively presented in a practical way.

Info products are a great way to spread knowledge that you feel strongly about and to establish yourself as a subject matter expert. You never know where your brand might end up and who might see your brand. It could lead to endless opportunities, as long as you put the time in and get better over time.”

Erin Rodriguez – Founder of

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