How to Work with Influencers as a Small Business Owner // Influencer Marketing

[@AnnieParkerConfidential]

Good video, Laura. I'd also add, from an influencers perspective.....Details like using the persons actual name (can't tell you how many "Hi Dear" salutations), and not using a templated email talking about how much you love my channel when it's clear you haven't watched, are important. Also - at least for us, 'free product' isn't a benefit. We have to vet the product for quality, then spend time, effort & money creating content. That means scripting, filming, editing, graphics, proper tagging, etc. Then, there's the value of exposure to a 150k sub audience. Many brands don't think of that. While some influencers are in it for the 'free stuff' - that doesn't apply across the board. For us, product samples are necessary for vetting. I can't pay staff with a free water bottle ;-) xoxo

[@numnumfun]

This was a helpful video on the topic. I already get somehow lost on searching on information to that topic (and the offers I found). THX

[@forrestmiller6161]

One of the best videos on the subject, HANDS DOWN. A real, practical overview from someone that's done it. Thank you for sharing your knowledge!

[@Vogel_laura]

Wow, thank you so much!

[@Whoknows-mf1cv]

This was so helpful! It really is the wild west out there and everything feels so opaque. Thank you for sharing!!!

[@nataliasoloviy3617]

Such a valuable and to-the-point video! Thank you for making it!

[@Vogel_laura]

Thanks girl!

[@Stasia-Lovee]

This was a great video. I learned alot & look forward to more. Congratulations to your brand as well ❤

[@Vogel_laura]

Thank you!! Means a lot.

[@thehypemaven]

This is really solid advice Laura, and the fact you worked so hard to figure everything out is really amazing! The bags also look stunning❤

[@Vogel_laura]

Thank you so much!

[@canaanalbright537]

Great advice. Thanks for sharing your insight! It's a pleasure to hear from someone with experience.

[@conversationstartercards]

Laura your content helps me a lot. I love you.

[@thefarmerswifecanada]

Great to hear about this subject. I am a nano influencer, starting to work with brands. It’s nice to hear the perspective of the marketer! ❤

[@mietforspeed]

Thanks a lot for sharing your experience and the advice! Wish my future daughter to be so intelligent and gorgeous looking.

[@maychaudhari8502]

Thank you so much 😊

[@urbanleung1268]

Pretty helpful. Enlighten my mind. Please keep up the good work

[@mrpotatoes00]

wow this was so helpful

[@demimikaylathriving4599]

this was really helpful, thank you

[@cleanconversationswithash]

This was amazing advice, and a really well done video. Im in college working on my business marketing degree and decided to take on a digital marketing cert. for fun, and I'm so glad I did. Our professor turned us on to this video and we had an assignment to submit about your key points. I definitely subscribed and I so appreciate your information. Out of all of the influencer videos we have watched this semester, your's has been my favorite by far. The information for one, your likability for two, and how real you kept the answers, it makes me feel like I can trust everything you're saying. CONGRATS on your success and please keep posting! I will be following for more tips! Thanks again.

[@Vogel_laura]

This is the best comment ever!! Thank you so much for sharing this with me. I can't believe your professor used this video as part of an assignment... wow. So glad you took valuable information from this and thank you for watching.

[@Afrovazi]

Thank you for all these tips. You covered lots of aspects that I wouldn't obviously know. Definitely staying around for more of such useful information.

[@isabellatayylor]

Hey Laura, your insights about gifting vs. paid collaborations are spot on! 👌As someone who's trying to get into the influencer marketing scene, this is gold. Also, talking about tools, I've been using boost app social for my brand's social media. The AI writing tool is a lifesaver for crafting engaging content.

[@lombardinicole]

Oh, I’ve tried it too! It’s awesome for stories and reels. Majorly helps in standing out!

[@Vogel_laura]

So great to know! Thank you for sharing :)

[@natac9728]

Thank you so much for the video! One question, how do you keep track of the sales from different influencers?

[@Vogel_laura]

I typically create a specific code that their followers can use to redeem a % discount on the sale. Then I can easily see which sales were attributed to which influencer. Affiliate programs are another option.

[@natac9728]

@@Vogel_laura thank you!

[@derekbell3105]

Great video Laura, quick question: Do you ask the micro influencers upfront about using the post a potential marketing material?

[@Vogel_laura]

If the micro influencers are accepting gifting, that is usually in exchange for a post since my bags are $250+ retail.

[@melkiway]

This was so fascinating to hear about and incredibly useful! Thanks for sharing. :)

[@TiyaBooker]

This was so informative! Thank you! I’m just starting a marketing business that aims to help influencers and I wanted to know what the landscape is like working with influencers.

[@Vogel_laura]

I'm so glad that this was helpful! Thank you for watching :)

[@sweetdreambaskets8655]

this is öne of the best videos I heard about Influencer marketing. Down-to-earth and sincere! ❤

[@Vogel_laura]

Thank you so much! So glad you got some value.

[@jk9084]

Valuable info, well done ❤

[@angelastephen4064]

This was so helpful, thank you so much

[@HollyDell]

Thanks for sharing your perspective on the business side. Your Fanny/Bum/Runner bags look cute! I actually need a new one, too 😂

[@no36cosmetics]

Hey Laura, You are very lucky to get access to a few good influencers things have changed now.

[@jaredcottini]

This is cool to see on YT. I don’t see many people talking about these specifics when it comes to influencers. I sold software to e-commerce brands to help with this exact process for awhile so I had to try to learn a lot about how to partner with influencers/creators effectively. If you have the budget, what’s your take on a hybrid strategy going with a handful of micro creators and partnering that with a few bigger partnerships? Also, while I’m here lol do you repurpose any of the content for paid ads?

[@thehypemaven]

Always start small and work your way up. You can repurpose the content but keep in mind you'll need an agreement signed in order to use it in ads (most creators will charge for ad usage )

[@Vogel_laura]

Hey Jared, thanks so much for watching! I'm glad you found this video to be helpful. I love partnering with large influencers and micro influencers at the same time. Once my bag has been seen on a more recognizable person, it makes the sale easier online and in person. Micro influencers are great for constant visibility in more places, and new content. I don't repurpose for paid ads much, but that's where usage rates and contracts come in. It's against good practice to use an influencer's images on a paid advertisements where they are cut out of any of the sales generated from their likeness. Agents always charge usage rates for that. Hope that helps!

[@muskansharma9305]

HI, If you want to grow your brand in India. Reach out to us, we will do free consultation for you with great marketing plan.

[@beccaa5506]

This is such a great and useful video! Thank you so much for sharing this

[@muhammadzuddi4136]

thank you so much laura !

[@WayneGillis]

Cool video - was wondering if you knew how I could find an influencer whose audience complements a "business to business" service as opposed to B2C perhaps ? Thanks in advance.

[@Vogel_laura]

Thanks for watching! I've always found the B2B influencer landscape to be tricky. It depends on your industry too. I consult with many business owners on this currently and we operate from a B2C mindset with their influencer partners, but try to target influencers with audiences that may be execs or thought leaders on the business side of that industry. Really interesting topic... adding to my future video list!

[@danielgies1016]

These videos are pure gold!! Please make more, they are so informative!! Thank you

[@nuraysahabbas9660]

Hi Laura, thank you so much what a very gold information you shared to us. Anyway, I am now helping business owner and we plan to do influencer marketing. I want to ask from your view, how we should measure the effectiveness from influencer partnership in terms of ROI sales, thank you

[@JMICTHEBRAND.]

New Sub!! I am releasing and launching my business in March and I want to get with influencers. But I heard they are expensive 😂 and I’ve spent too much money on what’s really truly important for my business. I was thinking influencers that I can send a gift luxury wrapped candle and wax melts, is it doable to do that ?

[@joshjakkrit6085]

Hi Laura, thank you so much. Your insights are so valuable. But I'm worried about fake analytics. I feel like it can easily be photoshopped. Have you experienced that before?

[@E4Sierra]

From experience, that's a very real issue. Always get a client list for reference and contact them-corroborate their results and verify the influencer's market/ demographics.

[@joshjakkrit6085]

@@E4Sierra Thank you Sierra for the insights!

[@Supakamaa]

That’s so helpful and you are such a bestie energy 💗 loves it

[@thepinksquareshow8046]

Laura, this was so helpful! I was literally praying for guidance and this video popped up on my feed. I will be reaching out to you with questions.❤❤❤❤Congratulations on your business.

[@Vogel_laura]

Glad it was helpful! Thank you for watching :)

[@UntappedUtopia]

How do you actually reach out. What script do you use how many reply, how to stand out

[@iknowimpretty-x1c]

ask any Ai bot, it’d recommend something that may be effective

[@wissaleaitlhajloutfi3271]

Thank you for this video!

[@Vogel_laura]

Glad it was helpful!

[@canaanalbright537]

Curious, have you ever tried affiliate marketing by offering a commission with an attribution link to publishers? If so, how did that work out? Do publishers also require money upfront, in addition to receiving a percentage?

[@Vogel_laura]

Yes, definitely. Using an affiliate model gives the influencer more of a reason to continue posting/sharing to drive that passive income. Typically, they do want an upfront payment along with the affiliate opportunity. If the influencer has a smaller audience, sometimes gifting + affiliate works too.

[@canaanalbright537]

@@Vogel_laura Ok, perfect. Thanks so much for the detailed reply. I, too, lived and studied in Italy and I loved learning about Italian fashion and manufacturing. Kudos to you for making the most of your experience there. Good luck on your journey.

[@beccyhoult2457]

So helpful!

[@nutsl0ver]

Thank you so much for this! Jared is right, you don´t see people talking about these specifics the way you did. Your video was really helpful. I`m helping my wife Teresa create a new brand and it`s also about handbags! We`ll also have a Shopify to sell online so, you`ll hear from us again, I hope soon! Thanks again and congratulations For Vogelle. You`re a strong girl! Keep up the wonderful "everything" you`re doing! Bye for now. I`m Miguel by the way...

[@muskansharma9305]

HI, If you want to grow your brand in India. Reach out to us, we will do free consultation for you with great marketing plan

[@carlosflo7001]

Great video. Im building a youtube alternative. Is it best to use influencers outside of youtube or does it matter

[@Vogel_laura]

There's no correct answer to this. It's all based on your product, where your customers are, your strategy, and the influencer you're working with.

[@bellala6]

Hi Laura! How do you actually go about paying them? Do you send bank transfers or PayPal them? Thanks 😊

[@taral494]

Hey Laura! Hopefully this comment reaches you! ❤ I was wondering; so I am a very small clothing brand, looking to partner or collab with a micro influencer; I watched your video and you had such great advice to share! One thing I did want to know is do you have a template that you go by to message these micro influencers? I have such a hard time writing these DM/emails! It’s quite intimidating especially since I’m not very rounded around the social media world! Let me know if you have any tips🥰

[@Vogel_laura]

Hi! Thank you so much for watching! Don't overthink it. I used to overthink it too. When you're emailing them (which I recommend), treat it as a pitch. Introduce yourself and your brand. Include top-level information about your brand too. I usually send a PDF with my brand info, product list, past influencer collabs, customer demographics, etc. Ask them if they could send them your media kit (this includes their demographics, rates, and past collabs) with the hopes of a potential collaboration. The worst thing that can happen is they don't respond. :)

[@Beyondthetrailhead]

Hey, I could use some advice.... I have been posting pre-launching post on all my social media accounts and I was reached out by a influencer who asked if i was wanting to gift her some of my candles and soaps and she will post them. 1. I think she is just searching for free products and 2. very weird since she has only posted 1 candle related post from another small business that gave her free products. sorry I just don't know what to do or how to go about this with her.

[@Vogel_laura]

The creator/influencer landscape does require you to give away free products, so that's not necessarily a red flag that she asked. How much do your products cost you to make? Is that price worth giving to that creator? Does her audience resemble your customer? Yes, it's free product but it costs you money to make, pack, and ship. Consider every influencer partnership (even gifting) as an advertisement that you are paying for.

[@Stephidias]

Thanks for the video! Lots of good information. Have you done or know anything about shared revenue? Giving influencer equity. I’ve seen 1 video about it that said this is where e-commerce may be headed. But like you said, a lot of this is Wild West lol. Any information is very much appreciated.

[@Vogel_laura]

Thanks for watching! I have never done shared revenue partnerships besides affiliate links. The most interesting conversation I've heard so far about that is on Jason Tartick's podcast episode with Danielle Bernstein of We Wore What. She has helped pioneer the influencer equity movement. Here's the episode: open.spotify.com/episode/39OcagtE72zSxUZ5TBy3WF?si=bce023a680cd4f3c

[@integrity411]

I think it would be cool to have a platform or group with small brands like us starting their business in order to help each other. In addition, it would also help prevent that isolation feeling we all get when working on our business. We should totally initiate a group so I can share things I have learned over the past 5 years and vice versa.

[@TheAubreyMarie]

love this thank you so much! How do you feel about affiliate programs? Not sure if I should be also giving them 20% commission on TOP of product and pay...!? Do you feel like its usually either or?

[@jaredcottini]

Seems like a fair way to compensate your influencers for all the ways they can help with the marketing funnel. The payment covers all the awareness and reach they bring your business. And then when you offer a commission addition you can compensate them for specifically driving sales/conversions. This hybrid approach incentives them even more to produce good content that you can repurpose everywhere

[@Vogel_laura]

Hey Aubrey! I actually do give them product, pay for a post, and give them commission on sales with a specific code for x amount of time. I typically only do this with will established influencers. With some micro influencers, I will gift product and pay a commission based on sales. All partnerships are different and it really depends on your business model.

[@TheAubreyMarie]

@@Vogel_laura Thank you!!

[@TheAubreyMarie]

@@jaredcottini Very good point!!

[@kaydee7409]

Hi I have a unique one of a kind product to sell and I really think it could take off. The problem is being in an older generation I don’t know much about social media and I really barely know what an influencer is as a matter fact I don’t know what an influencer is lol how do you figure out who is an influencer? I have a ton more questions but I figured I would just ask one hoping to get an answer it would really help me out lol thanks so much.

[@Vogel_laura]

Hi! Thank you for watching. I always tell other entrepreneurs to get familiar with the landscape of social media. If you're planning to launch a product-based business, or if you already have, it's essential to be active on Instagram, TikTok, KZbin, or wherever you think your product will translate. Once you're on those platforms, you'll quickly be able to tell who is an influencer and who is a regular user. Influencers are posting products, interacting with their audience, posting paid promotions, going to influencer events, etc. Hope this helps!

[@CoreyZeiman]

Hi Laura, great content! I sent you an email.

[@abhiverma8016]

Hi Laura , i want to talk about about campaign for my website , please reply

[@FishguardandGoodwick]

It takes a long time for you to get to the point. i zoned out.

[@CompetitionSportsNetwork]

There is no such thing as an influencer, Gen Z made that term up, there are only sales people pretending to be something more than they aren't. You don't need influencers, you need a better sales pitch and a better quality product in order to drive sales. Influencers are overrated by lot.

[@thepeachflufs9827]

You're my inspiration and I am launching my brand soon in my country I want you to make a video on how to collect good stuff like inner bag cloth , to chain and stuff like that how do you know if it's good or not just some tips on quality overall or you could share on insta story too I follow you as well