Episode Summary
In this episode of the 7 Figures and Beyond podcast, Greg Shuey interviews Madelyn Banat, Director of Marketing for GoBe Kids, about their successful influencer marketing strategy. They discuss how GoBe Kids went from zero to 40 million views on their content, the process of structuring an influencer marketing program, and the importance of building genuine relationships with influencers. Madelyn shares her three-bucket approach to categorizing influencers, the challenges of budget constraints, and the evolving landscape of influencer marketing.
You can read the full transcript here.
Key Takeaways
- Three-Bucket Approach: Madelyn categorizes influencers into three buckets: word-of-mouth/nano influencers, affiliate/commission-based influencers, and paid campaign influencers. This structured approach helps manage different levels of engagement and reach.
- Authenticity in Content Creation: Allowing influencers to create content in their authentic voice, without strict scripts, leads to more genuine and engaging content that resonates better with their audience.
- Diverse Influencer Selection: Engaging influencers from various industries, not just the target market (e.g., moms with kids), can expand reach and bring fresh perspectives to the brand.
- Challenges and Budget Constraints: Working with small budgets requires finding influencers who genuinely believe in the brand and are willing to collaborate on commission-based agreements. Building strong relationships with creators can help navigate budget limitations.
- Future of Influencer Marketing: The trend is moving towards more collaborative posts and authentic content. Changes in algorithms and platform dynamics, like Meta’s upcoming changes, will make collaboration between brand pages and influencers even more critical.
Links
Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/
Madelyn Banat LinkedIn: https://www.linkedin.com/in/madelyn-banat/
GoBe Kids https://www.gobekids.co/
Aspire: https://www.aspire.io/
Greg is a digital marketing strategist, ecommerce owner, e-commerce marketing agency owner, and recognized leader in the D2C industry.
With 18 years of experience working with small, medium, and large organizations, Greg knows how to build and execute marketing strategies that drive growth.