Influencer Strategy Consulting

designed for ROAS, not just buzz

Why am I here?

The body of my consulting work is focused on holistic direct to consumer and eCommerce strategy, so it may seem odd that I take clients on specific to this one channel as well. This isn’t just because reality TV, TikTok, and Instagram are my guilty pleasures. It’s because there’s a huge open need in the space for effective consulting on the channel.

The space

Influencer marketing is an ever-growing, ever-changing channel that I have worked in heavily since 2016. Only a handful of companies are unleashing the full potential of the channel. There are now hundreds of agencies out there that launch influencer marketing campaigns with KPI’s like reach, engagement, buzz, and brand awareness. While influencer marketing is a great tool for content creation and the above metrics, that is a tenth of the power in the channel. This leads to brands dipping their toe in the influencer marketing waters with a test campaign, then concluding the test didn’t drive any results.

Why is this the case? Candidly, because businesses and influencer agencies don’t know how to operate in the influencer space with the KPI of ROAS, or sales. They come from a content creation or branding background, not a growth marketing background steeped in data. While the influencer marketing space is heavily saturated, there is a small inner circle that really nails influencer performance marketing.

My approach

When I was an in-house marketing leader, I spent 25% of my seven figure marketing budget on influencers–and I held the channel to the same performance expectations I held Facebook advertising to (pre-iOS 14 updates). Now consulting businesses on this channel, I work with agents that track macro influencer post performance in terms of clicks and revenue generated, and have millions of dollars worth of spend analyzed. I also support ‘TikTok brands’ in systematizing and scaling micro influencer programs.

This enables me to consult brands on creating a roster of talent based on their historical revenue performance for brands, educate brands on the components the posts should include, negotiate fair offers, and find success in the channel. Success in the influencer channel also leads to greater success in paid social advertising and PR.