Influencer marketing sounds like a great opportunity: forging partnerships with media personalities that have large captive audiences. This can be effective to building awareness, driving sales, and creating a strong brand. But Paul Benigeri believes that there may be shortcomings to this model--costly, time-consuming, and uncertain ROI. Paul is Co-Founder & CEO of Archive, helping brands create a bespoke network of influencers. Previously, Paul was VP of Growth & Engineering at H.V.M.N. a nutritional supplements brand supporting a ketogenic diet. Some fascinating points we discussed: - Why nano-influencers should be the focus for ecommerce brands - Paul’s process for building the H.V.M.N. blog from nothing to 250k monthly organic visitors - How Paul systematically used customer data to personalize the on site experience, which lead to increases of 2,000% in opt ins
Paul on Twitter: @benigeri
SHOW HIGHLIGHTS:
01:59 How Paul began his career in eCommerce at HVMN and how that inspired him to launch Archive
03:17 Why focus on Nano-influencers as opposed to larger influencers
06:28 What are the mechanics of an effective influencer campaign?
13:14 How H.V.M.N. allocated marketing budget based on channel
20:29 The process that H.V.M.N. used to grow its blog from 0 to 250k visitors/month in 14 months
28:00 How H.V.M.N. used customer data to power its personalization strategy
35:04 How Paul approaches customer experience to improve Lifetime Value