Molly Fedick, founder of nonalcoholic beverage company Buzzkill Wines, saw her direct-to-consumer sales jump 327% when she started investing heavily in influencer marketing. Presented by Mailchimp.
"We could build our own community from scratch one by one, or we could leverage communities that already exist to create a much larger community much more quickly," she said. Shadrow, with over 10 years of influencer-marketing experience and an influencer herself, collaborates with over 600 influencers a month to help grow their user base on both the seller and buyer side.
She also ensures the influencers they pick are an industry and value fit. For Jamble, that means a focus on thrifting and sustainability — and that their page is not oversaturated with brand deals."If a person is willing to promote every brand under the sun, it's very likely that you're going to get lost in the sauce of all the other collabs that they're doing," Shadrow said.
If you are entering the world of paid influencers, Shadrow told Insider small businesses can save money by avoiding influencers who have a manager , and being firm about the budget they have."Do not simply pay the asking price for an influencer," she said. Shadrow said she successfully negotiated influencers down from their initial cost to something that felt more comfortable for the brand.
Fedick also lets the influencer guide the content they create, given they know their audience better than she does. And Shadow, who works on paid collaborations, takes a similar approach. She even provides a short Google document of dos and don'ts and example content, which she finds most influencers appreciate to help guide them.
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