This episode highlights the power of 'seeding' products to influencers and athletes as a foundational strategy for building authentic relationships, securing advantageous long-term partnerships, and driving brand visibility. It makes a compelling case for prioritizing authentic connections over immediate paid engagements, demonstrating how this approach can lead to significant cost savings and more impactful collaborations for e-commerce brands.
Key takeaways
Implement a 'seeding' strategy to provide products to potential influencers and micro-influencers with no immediate expectation of posts, focusing on relationship building.
Prioritize building authentic relationships with influencers; this can lead to significantly reduced negotiation rates (up to 50% off) for future campaigns as influencers genuinely love and advocate for the product.
Target niche communities and "up-and-coming" individuals (e.g., minor league athletes) for seeding, as they can become major advocates as their platforms grow.
Leverage the visibility of your product; if your product is readily identifiable, seeding can lead to organic placements in highly visible contexts (e.g., Steph Curry wearing a ring during a championship celebration).
Understand that while direct ROI from seeding can be hard to track initially, the long-term benefits in brand perception, authentic endorsements, and reduced CAC for influencer marketing efforts are substantial.
Every entrepreneur has a story. The journey of success is always filled with ups and downs, and that's part of what makes each entrepreneur unique and knowledgeable about their given topic. In our last episode, we learned about Taylor’s background, exploring how his experience within this space has led him to a greater understanding of influencer marketing. This week, we’re taking a deep dive into Cody’s background, specifically how he discovered the power of influencers’ ability to build trust and sell products. You can find show notes and more at: www.kynship.co/blog/002
Frequently asked about this episode
What does this episode say about influencer & creator?
Implement a 'seeding' strategy to provide products to potential influencers and micro-influencers with no immediate expectation of posts, focusing on relationship building.
What does this episode say about brand & content?
Prioritize building authentic relationships with influencers; this can lead to significantly reduced negotiation rates (up to 50% off) for future campaigns as influencers genuinely love and advocate for the product.
What does this episode say about paid acquisition?
Target niche communities and "up-and-coming" individuals (e.g., minor league athletes) for seeding, as they can become major advocates as their platforms grow.
What does this episode say about influencer & creator?
Leverage the visibility of your product; if your product is readily identifiable, seeding can lead to organic placements in highly visible contexts (e.g., Steph Curry wearing a ring during a championship celebration).
What does this episode say about influencer & creator?
Understand that while direct ROI from seeding can be hard to track initially, the long-term benefits in brand perception, authentic endorsements, and reduced CAC for influencer marketing efforts are substantial.
