[2:57] — Brad Introduces OutLoud Group and Influencer
Brad is the Chief Growth Officer at OutLoud Group, a 60-person
influencer marketing agency.
Brands can use influencer campaigns to grow their revenue.
Social media influencers can be tapped as third-party
endorsements because their audience trusts them.
[7:56] — The Who Of Influencer Marketing
Running an influencer campaign is not for everyone.
Influencer marketing campaigns are not great for commoditized
products, but they work best for B2C brands and those with a story
Brands should make sure to pick influencer types that are
either a good brand fit or adjacently related to their brand.
[15:10] — How To Structure A Deal With
Smaller creators are generally easier to reach since they
usually don't work with managers or agents yet.
Brad observed that some creators are more reliable.
He also recommends starting with an initial test with
influencers before committing to a long-term deal.
Most influencers will protect themselves by asking for a flat
fee regardless of the campaign’s success.
[20:42] — KPIs To Watch In Influencer Marketing
Brad recommends observing CPM by the increase of traffic to
Different creators and their platforms will have different
The subscriber and follower count is only a vanity metric — it
may contain fake followers and cannot assure conversions, potential
customers, or traffic.
Brad recommends starting with a minimum of 5 creators
[27:48] — What Can Go Wrong With Your Influencer
Don't force influencers to use a script of brand voice and
Let them do their own thing since they know what will resonate
with their audience the most.
Don't negotiate for the lowest price. Remember that
influencers’ work will be affected by how much they feel
[31:44] — Brad Shares How The OutLoud Group
Brad shares that their agency started with a family model.
However, as the agency grew, they had to adopt a pro-sports team
kind of model.
The agency's main principle is to have clear goals and bring
out the best in people.
[36:55] — Where To Automate Or
As their agency grew, the business became more complex. At this
point, they implemented Salesforce.
Brad shares that their agency prides itself on customer service
rather than automation.
The agency automates its contracting and execution. However,
they keep their humanized communications with different influencers
There is no one-size-fits-all when it comes to brands and
influencers. So the agency’s SOPs evolve over time.
The core of their SOP is the willingness to change.
About the Podcast
Tune in weekly and hear Trent Dyrsmid interview today's leading digital marketing professionals to uncover the strategies, systems, and processes they are using to scale their businesses to seven figures and beyond.