How to Drive 10X Returns with Influencer Marketing - Integrated Marketing Strategies

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Welcome to today's episode.

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Our guest today is Dan Coughlin.

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He has an agency that does influencer marketing called Get Hyped.

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Welcome to the show.

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Thanks for having me, eric, happy to be here.

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We appreciate you making time to be with us today and share your stories and advice with the listeners, so why don't we start by you giving us just a minute or two about who you are and what you do?

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Yeah, a hundred percent.

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So Get Hyped is a social media marketing agency at its core.

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Our differentiator is that we've been dealing with influencer marketing for probably about the past seven years.

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There's a lot of interpretation of what is involved in influencer marketing out there, so I'm looking forward to getting into that with you.

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But at the bottom line, get Hype Media is all about making money for businesses using social media, so we're not just limited to influencers.

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We're going to take the fractional CMO approach for all of our clients and look at their entire business, their entire marketing strategy and help them figure out how they can basically add to their bottom line.

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Awesome.

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We're ready to be inspired.

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Dan, tell us a story about some of the best social media influencer marketing that you and your team have done, that you're the most proud of.

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Yeah, there's a couple of good stories.

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I'll give one from way back in COVID time period, when we were still very much getting started as an agency, and then I'll give a more recent one as well to give some context.

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And I'm doing that because it tells a nice story about how the traditional influencer marketing, how most business owners think about it and probably even some marketers as well it's really dead these days.

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And what I mean by traditional influencer marketing is hey, I'm going to throw a few hundred bucks or $50 or some free product at this influencer and I'm going to be able to measure direct ROI on this one post that they do, or a couple posts that they do.

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Does that still happen today?

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Yeah, it happens, but usually only if you have Kardashian level money and you're working with big giant.

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Happens, but usually only if you have like Kardashian level money and you're working with big giant influencers.

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For your normal small and medium sized businesses, that approach is not a good strategy anymore.

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It probably was five, seven years ago, but it's dead now.

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So I'm going to answer that question that most business owners have is then how do I use influencers successfully today?

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And I'll do that through the couple of success stories.

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Back in the COVID time, we were able to do just that right.

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So everyone's sitting at home, they're doing nothing.

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Everyone knows about the Peloton story now.

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Or Peloton blew up because everyone wanted to buy a treadmill, because they're stuck in their house.

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We had a client that was selling e-bikes and this client came to us and there was a lot of people listening might know that there was a big e-bike craze around the same time, but this was like just before that and we helped this client produce some awesome influencer videos on YouTube explaining the e-bike and riding them out and they were entertaining, they were fun and they got like basically 30x return on investment, right, including our agency fee, not just looking at ROAS where they paid the influencers right, 30x ROI on this influencer campaign, which is like unheard of and we've never touched anything near that since then right, working with influencers.

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But I'm highlighting this story, this success story, because that's the unicorn right that often sticks in people's heads, that's the story that you hear and then that perpetuates the understanding that every influencer can deliver that, and that could not be further from the truth.

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Okay, so now let's relate that to current day success stories, all right.

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So today we have a client that we're working with for just over three months now and we're not only using influencer partnerships in that client strategy, we're using what I call marketing combinations, meaning we're looking at how can we use influencers with copy that converts, with a funnel that also has a video sales letter, and then you put some email and SMS automations on the backend to make sure you nurture any cold audiences that you attract, right, how do we get that whole full funnel strategy together, with influencer and creators at the core of that strategy as a differentiator in that strategy?

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How do we bring that whole process together to get the client results?

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Because, linking this back to what I said earlier, influencer marketing is dead.

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Influencer marketing in a vacuum when you want to get ROI is dead.

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But influencer marketing or, a better word for it, content creators utilizing content creators in your marketing strategy is very much the leading tactic, in my opinion, today to get relatable people-to-people type marketing content out there for your business.

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We have a client that is a weight loss clinic and they sell this.

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Think about the weight loss.

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What's the first thing you think of?

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Scams, right?

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People trying to sell you get rich quick or get rich quick schemes to them as selling it, but it's basically lose weight in a week, lose weight in 28 days, and then what happens is you either don't get results or you put all the weight back on right afterwards, and it's not sustainable.

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Our client is the total opposite of that.

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This client is all about the research, healthy eating, whole foods, teaching people good habits and education.

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It's an amazing business, right, but when they came to us, they were struggling with inconsistent results.

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They had a good business, but they might sell 100 clients one month and 400 clients the next month on this 90-day weight loss program.

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So they're like Dan, how can I get more consistent month-over-month results as far as leads into my business that I can close?

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Because he had a really good sales team, right, he just couldn't get that consistent lead flow.

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So we came up with a solution for him that involved influencers at its core, and basically these influencers or micro or nano influencers we make sure that they're really great content creators, and then we leverage their posts and put paid spend behind it.

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So it's not only the influencer posting organically to their audience, to their followers.

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We're using what's called influencer whitelisting to amplify those posts to a targeted audience, and that's just a traffic driver, though it's not enough.

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It's not enough to ensure increases his bottom line.

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You have to make sure that we set up his funnel correctly, that we had copy that converts along the whole way.

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We designed a VSL for him that helped as a sales mechanism to take that cold traffic and convert it into sales calls for him.

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And what was the results?

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Like we, I think he's getting like a 2X ROI right now and like over just over a 3X ROAS on the campaign after three months, which I think is absolutely fantastic.

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And his overall lead numbers, his number of booked calls on a monthly basis, has almost tripled in three months, so he couldn't be happier.

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Right Then he's telling all his friends about us, which is fantastic, and that's exactly what we want with every single client.

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I hope that's two stories that kind of give a couple of messages there.

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Influencer marketing in the historic sense is dead.

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Never put all your eggs in the influencer marketing basket as far as like just paying influencers to post.

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That's not a winning strategy anymore.

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What is the winning strategy today with influencers is that combination approach.

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I call it, like anyone's read the book, guerrilla Marketing.

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It's the guerrilla marketing approach of let's get a bunch of different marketing tactics together that make a system with influencers at the core that can really deliver to the client's bottom line.

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So influencer marketing really has to be part of your integrated marketing plan.

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These days, is that what you're?

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saying A hundred percent.

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A hundred percent, yeah, yep, we'll still get quite a bit of businesses come to us to say, hey, I have a good marketing strategy already.

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I just want influencers from you guys from Get Hyped and I'm like cool, and then I still pull the string.

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What are you doing?

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What else are you doing?

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You're running ads?

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No.

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Do you have SEO?

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Nope, you're.

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At least you're collecting some customer and lead contact information.

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You're communicating with them on a regular basis, right?

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You're sending emails or text messages?

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No, not really.

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Then don't do influencers, right?

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It's a putting the cart before the horse, right?

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You got to have the marketing fundamentals, digital marketing fundamentals in place, and then when you go to influencers, it's like putting fuel on the fire.

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It makes all the fundamentals work better because you get this highly authentic, highly relatable content and people buy from people, right?

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So no one wants to.

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How many times have you seen a business advertising products and it's product pictures on their ads?

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Boring, right?

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Nobody wants.

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It doesn't do well, what a surprise, right?

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So what's better than a really great content creator talking about how the product changed their life for the better?

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That's going to outperform traditional brand content nine times out of 10.

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That's going to outperform traditional brand content nine times out of 10.

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So the idea of an influencer strategy being integrated with your other elements of your marketing strategy.

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When you do that, do you see that there's an incremental gain?

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People who layer on that influencer on top get more.

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For example, a lot of people with paid advertising might get one or two X ROI ROAS, whereas people who then layer on the influencer strategy on top of that get three four, five, yeah, 100%, spot on.

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Give you a real example.

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So client approached us and high ticket item service based client.

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There was $1,000 cost on Facebook ads Facebook and Instagram to acquire a client.

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1,000 bucks.

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We started doing their ads.

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We got it down to 350, 300.

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Awesome.

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Cut it into a third Huge win, right.

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Cut it into a third huge win, right.

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When we started, when we took the influencer posts and started doing influencer white listing, it slashed it from 300 down to 100.

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So we got another.

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We cut it by a third again, even after we had improved the ads.

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So total he got 10X better on a cost to acquire customer.

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That's insane, right.

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But it doesn't always work that way.

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It doesn't always work best.

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Nobody has a crystal ball.

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So sometimes you'll whitelist influencer content, you'll use influencer content and you won't see an improvement.

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But that's just a typical ad strategy.

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You've got to try a little bit of everything video, static, influencer, whatever and see what works.

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But if you're not at least trying some content creator stuff and you don't need to use influencers either, like all you guys running ads out there, just go buy some UGC.

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You can get UGC super cheap.

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Send some products, have the UGC creators make some videos.

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It still blows my mind these days how many people that are running ad strategies aren't incorporating UGC when it's been proven to work.

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Yeah, I think that's great advice, and so what's the hardest thing about having a winning influencer strategy?

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Influencers are.

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People are hard to deal with.

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That's it.

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It's about it's relationships.

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They think of influencers as like ads.

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I get that comparison all the time.

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I'm getting this Facebook's giving me a $10 CPM and like influencers giving me this, and I'm like this is not real.

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This is a person, right, and you can't compare ads to influencers, right, because the influencer yeah, you're going to get reach from that influencer, you're going to get views, right, people are going to see the content.

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But they're also, they're strategic, they're the talent, they're the creative, they're a little mini business and then usually they have people working for them as well.

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They have a team, right.

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I was listening to a podcast the other day talking about how some YouTuber with 10 million subscribers has a team of eight people and takes four weeks of full-time work to come up with one video.

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Right, and no one appreciates that behind the scenes time and work that goes into what those big influencers do.

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But going back to your question, what's toughest is like small businesses usually only can afford to work with small influencers and small influencers if you Google micro-influencer, you get 8 million blog posts out there that say micro-influencers is the new secret for small businesses, yada, yada, yada, whatever, and it's BS, because micro-influencers are what they don't say extremely hard to deal with because they are not as experienced as the big influencers and I'm generalizing, right.

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So all the micro influencers out there that are going to send me a message and say that's not true, I agree with you.

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There are unicorns out there in the micro influencer community that are great communicators and they know how to work with brands and they're standup people.

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But in general, mid-tier influencers, like those folks over 50 or a hundred thousand followers or subscribers, they're just more experienced, they've had brand deals, they've been around the block and they're just so much easier to work with, right?

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They won't ghost you or they won't stop replying to your emails or they won't take your product and do nothing.

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Right, because that's what starts to frustrate small businesses as they're like I sent product to this to five people and I never got to even reply and then they give up because it's tough.

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It's tough.

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It's interesting times we live in, so we have X, we have Tik TOK.

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We have interesting things going on all the time with meta and Google and YouTube.

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Meta and Google and YouTube what is your view on what channels are best for influencers today in this?

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chaos that we are going through.

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Yeah, so it depends what kind of business you have.

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Obviously, you want to reach your target audience, right.

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So where's your audience hanging out?

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All right, I would say.

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I'll tell you what we deal with.

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We deal primarily with either e-commerce businesses or service-based businesses that are all serving a consumer.

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So we're consumers in general that are most of the time making purchase decisions.

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Like who are they?

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Like?

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Millennial and Gen X moms are making a lot of the purchase decisions on social media, right, and where do they like to hang out?

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Instagram Reels, tiktok, maybe some YouTube as well.

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That's primarily where we tend to work.

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I'll tell you where you don't want to work with influencers.

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You don't want to go to Facebook, because organic Facebook is dead.

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You don't want to.

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X can work, for sure.

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We don't do a ton there.

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Honestly, it tends to be very niche in certain areas that, in the general consumer e-commerce isn't doing a ton on X.

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But you want a diverse strategy when it comes back to what channel should I pick?

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What social media platform should I pick from the perspective of a business owner, when you're looking for influencers, where your target audience is spending time, and then diversify, right, like I'll post some posts on TikTok, some posts on Instagram, and also relates back to the earlier conversation.

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Where is the rest of your marketing active right?

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If your company doesn't have a profile on TikTok and you're not running ads on TikTok, why are you working with influencers on TikTok?

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It doesn't make any sense.

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Make sure that whatever your influencer marketing strategy has in it, it ties back with your holistic strategy, like you mentioned earlier.

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Makes sense.

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So if you were sitting down and having coffee with a business leader who wanted to launch an influencer program, what are the top one or two pieces of advice that you would give them to do so successfully?

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So, yeah, start small.

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I would say there's no reason to rush to that.

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Like big celebrity level influencer, a lot of folks approach us and they start like I have a hundred grand or I have a half a million dollars, that's the biggest influencer I can get and I'm like, well, pump the brakes.

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Have you ever done an influencer program before?

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No, because I know when those questions get asked they are expecting immediate spectacular results as far as ROI and that your chances of knocking you out of the park by putting all of your budget into one influencer and crossing your fingers better luck than struck by lightning.

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It's just not going to happen.

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But everyone thinks they can go with that viral post or they can purchase that viral post.

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You can't purchase a viral post, right?

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There's no controlling it, or else all the big companies with big budgets would be doing it and they're not.

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Start small, test a couple influencers, try different things and then take it.

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Number two take advantage of those influencer posts as far as getting ROI, outside of how many link clicks or products that influencer sells in those posts.

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Meaning that ask the influencer to have licensing rights to their content so that you can run their content as in your ad campaign and get ROI from it that way.

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Set up the influencer's contract so that you can repost their content to your company's social media channels, and you can get more ROI of the partnership that way as well.

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So there's a lot of ways that you can get more ROI of the partnership that way as well.

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So there's a lot of ways that you can again going back to the theme of the whole conversation, integrating it into your holistic marketing strategy so that you can, if you're going to pay an influencer, a product or a hundred bucks, or a thousand bucks or 10 grand, you're making sure that payment to that influencer is getting fully utilized and you're getting the most out of it.

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I think that's great advice.

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One follow-up to that is do you recommend trying to have an option in the agreement with the influencer that sets up a longer term relationship beyond just like one or two posts?

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Yeah, yeah, but only when you have the intelligent data to know that partnership is going to be worth it for you.

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Meaning, if you look at what is a six month or a 12 month influencer strategy look like for a brand it could involve.

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Hey, we're going to go out for a couple of months and we're going to find 10 micro influencers and we're going to get them all to do a combination of what we call activations, meaning like we're going to have them do one Instagram reel and one three-frame Instagram story, and then they're going to cross-promote on TikTok as well.

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And then we're going to look at the data, see how it did.

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So you get these 10 different individual folks out there who have 10 different unique styles of creating content and different audience mixes that are probably similar but still different, and then you just look at how did it do?

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Right?

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Look at the data.

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You're going to have a number one performer and a number 10 performer in different categories, right?

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Maybe this Kelly got the most reach, but John got the most link clicks.

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And then Pete drove the most sales, right?

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But it depends on where you want to use them.

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So maybe you use Kelly, who got the most reach.

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You use her content in your top of funnel ad campaign.

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And then John over here, who drove the most link clicks, you use him in a middle of funnel type campaign that you're running right.

00:18:46.150 --> 00:18:57.994
So you gotta be dynamic with your insights that you draw from your influencer partnerships so that you can optimize and say, okay, these three folks did the best.

00:18:57.994 --> 00:19:07.529
I'm going to go into long-term partnerships with them now because I'm confident on their initial campaign and their initial data that these long-term partnerships with these folks will pay off.

00:19:08.721 --> 00:19:09.522
Makes a lot of sense.

00:19:09.522 --> 00:19:13.613
Any final thoughts you'd like to share Makes?

00:19:13.712 --> 00:19:14.074
a lot of sense.

00:19:14.074 --> 00:19:15.116
Any final thoughts you'd like to share?

00:19:15.116 --> 00:19:20.428
Yeah, I would just say just going back to like marketing combinations or you called it holistic marketing, like I view it as the same thing.

00:19:20.428 --> 00:19:33.007
That's the mistake I see so many businesses make that come up and they want our help and they're like what tactic, what dart do I throw at the wall that's gonna stick and knock it out of the park for my business?

00:19:33.007 --> 00:19:40.672
And I always tell them like you're asking the wrong question, right, it's how many different things are you doing marketing-wise to market your business yourself?

00:19:40.880 --> 00:19:43.229
Like, how much time are you putting in as a small business owner?

00:19:43.229 --> 00:19:56.955
And that's what they really need to be thinking about is I can talk to my friends and I can make a T-shirt and a billboard and I can run some Facebook ads and I can get a booth at the conference a couple of times a year.

00:19:56.955 --> 00:20:06.874
All those things help and as much as possible, you need to be scrappy as a business owner and make sure that all those things are working together as a system.

00:20:06.874 --> 00:20:08.846
That's what's really going to win.

00:20:08.846 --> 00:20:13.547
There's no magic bullet, there's no influencers aren't going to save your business.

00:20:13.547 --> 00:20:22.393
So if you go into it with that mentality of okay, I got to use influencers in my holistic strategy to get the most out of them, you're going to win.

00:20:23.819 --> 00:20:24.602
Makes a lot of sense.

00:20:24.602 --> 00:20:28.111
All right, thank you very much for being with us today.

00:20:28.111 --> 00:20:42.105
I'm going to link to your website and the show notes so people can get in touch if they'd like to learn more and chat more with you about this very interesting topic of integrated influencer marketing.

00:20:42.105 --> 00:20:44.432
We really appreciate you being with us today.