This episode breaks down the "Influencer Marketing Pyramid," outlining a scalable framework for ecommerce brands to build a robust influencer program from seeding to flag bearers. It emphasizes that no single person can manage a comprehensive influencer strategy effectively, advocating for strategic hiring and leveraging external support to drive revenue, not just likes.
Key takeaways
Implement an 'Influencer Marketing Pyramid' starting with seeding (no strings attached product samples) to identify organic advocates, then leverage their content for paid ads, affiliate programs, and eventually long-term ambassadorships and flag bearers.
Prioritize owning influencer relationships, whether working with agencies or in-house. Avoid agencies that gatekeep relationships; ensure direct communication channels with influencers are maintained by the brand.
When scaling influencer marketing, a single individual cannot handle all aspects effectively. Brands should plan for phased hiring, potentially starting with a seeding specialist and then expanding to cover other tiers of the pyramid (affiliates, paid media content, ambassadors) through dedicated employees, agencies, or overseas contractors.
Consider strategic hiring for different levels of the influencer pyramid. For instance, utilize overseas contractors for labor-intensive tasks like influencer identification and outreach, reserving in-house talent for relationship management and strategic oversight.
Even for smaller brands, invest in influencer marketing early. Strategic hiring decisions (in-house vs. agency vs. contractors) are critical as the program expands, reflecting the human resources needed relative to the investment in the channel.
Building a strong influencer marketing program for your business can be time-consuming and monotonous when you’ve got the rest of your company to take care of. It is also a lot of work for just one person to do an excellent job of alone. So, how do you begin incorporating influencer marketing into your marketing plan if you don’t have spare time? In this episode, we will explain the benefit of hiring an agency or outsourcing this part of your marketing to ensure you get the most reach with the most return. *This episode was recorded directly after episode 6* You can find show notes and more at: http://www.kynship.co/blog/009
What does this episode say about influencer & creator?
Implement an 'Influencer Marketing Pyramid' starting with seeding (no strings attached product samples) to identify organic advocates, then leverage their content for paid ads, affiliate programs, and eventually long-term ambassadorships and flag bearers.
What does this episode say about paid acquisition?
Prioritize owning influencer relationships, whether working with agencies or in-house. Avoid agencies that gatekeep relationships; ensure direct communication channels with influencers are maintained by the brand.
What does this episode say about brand & content?
When scaling influencer marketing, a single individual cannot handle all aspects effectively. Brands should plan for phased hiring, potentially starting with a seeding specialist and then expanding to cover other tiers of the pyramid (affiliates, paid media content, ambassadors) through dedicated employees, agencies, or overseas contractors.
What does this episode say about founder & leadership?
Consider strategic hiring for different levels of the influencer pyramid. For instance, utilize overseas contractors for labor-intensive tasks like influencer identification and outreach, reserving in-house talent for relationship management and strategic oversight.
What does this episode say about influencer & creator?
Even for smaller brands, invest in influencer marketing early. Strategic hiring decisions (in-house vs. agency vs. contractors) are critical as the program expands, reflecting the human resources needed relative to the investment in the channel.
