Welcome to Episode 076 of Optimized Ecommerce – Leveraging Your Ecom Business Through the Use of Influencers. I’m your host, Tanner Larsson, CEO of BGS.
BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.
Paul Benigeri is Co-founder and CEO of Archive—a company that develops software to automate e-commerce digital marketing workflows. He’s done everything from building custom e-commerce platforms to deploying millions in ad spend.
Prior to Archive, Paul was VP of Growth & Engineering at H.V.M.N., running the direct-to-consumer brand’s digital marketing, e-commerce, and engineering teams. He also received a BS in Computer Science from Stanford in three years.
Here’s just a taste of what we talked about today:
Paul discusses their unique business approach to Influencer Marketing.
They went a level smaller than micro-influencers and called them nano influencers. A nano influencer is someone on Instagram or another platform that has between 1025 or 50,000 followers. The number might not seem a lot, but when you break it down, nano influencers have way more engagement and way better content than people with 100,000 followers.
Working with smaller influencers can be pretty powerful. Most of them haven’t been posting about brands their whole lives. When you look at their feed on Instagram, they look like normal cool people living their life. They’re sometimes talking about a topic or a niche that’s not sponsored. Most of them haven’t saturated their audience yet and people really believe them. Their followers are their friends, family members, or people that know them which has more authenticity than those who have huge followers.
Paul also talked about how businesses can start building their relationship with influencers.
Gifting type activations are a great way to kick off your community. Once you have the relationship you can transform it into all sorts of different types of activations such as affiliates, sponsored posts, etc. But the first thing to do is to start being friends with an influencer.
Reach out to them. For example, let them know that you have an awesome phone case and noticed they have an iPhone. And that you want them to try the phone case. If they liked the phone case they’ll probably post it and share that your brand has sent them a really awesome phone case. And maybe 50% of the time you’ll get a really awesome story of an influencer authentically tagging your brand talking about a phone case.
That’s all you need to do at the beginning. And if you do that you’ll get some content for your Facebook ads, you’ll get to build some relationships and you can start doubling down on them doing giveaways with these influencers doing paid content.
We also discussed a few other fun topics, including:
- Some benchmarks or rules of thumb that ecom businesses should be paying attention to when looking for influencers.
- How to make influencer marketing a process?
- Is influencer marketing applicable to companies that are selling one or two products?
But you’ll have to watch or listen to the episode to hear about those!
How To Stay Connected With Paul Benigeri
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Also, Paul mentioned the following items on the show. You can find that on: