All posts by Hanju Lee


What I Learned From a Quote From an Avalanche Survivor

I grew up in Reno. When you want to travel to Lake Tahoe to witness the breathtaking views of the lake surrounded by snowcapped mountains during the summer or just simply want to take on the black diamond ski slopes during the winter, you fly into Reno. Tahoe is just hop-skip away to the wonders of Lake Tahoe and Reno is the closest city to have an international airport. In fact, as a kid growing up, we consider the ski slopes of Tahoe our own backyard. There’s a Junior Ski program that takes a bus full of kids every Saturday 30 minutes to the closest ski resort to get them started mastering the slopes early in their childhood. Our high school had a downhill ski team that competed against other schools in the county and some went on to become a professional skiers. All that to say, ski culture in Reno is second to none.

So, when I saw the trailer for this Feature Length Documentary called BURIED, based on the 1982 avalanche in Alpine Meadows (ski resort at Tahoe know for incredible summit-to-base groomed grails and panoramic views of Lake Tahoe and the peaks of the Sierra Nevada), I was intrigued and just had to watch it. Here it is…

In 1982, a massive avalanche had crashed into the base area of the ski resort after a four-day storm which had dumped close to eight feet of snow along with 100 mile per hour winds. The resort was closed but a few employees remained at the headquarters. And at 3:45 pm a tidal wave of snow came down and destroyed the building and buried the parking lot killing seven innocent lives. Here’s a crazy part of this story (warning: spoiler alert), one woman named Anna Conrad was found alive after being buried in the snow for a total of five days. She was located by a trained search dog, a German Shepard named Bridget. It took total of 117 hours for her to be found. It was a miracle beyond miracle that she was alive. She had been trapped in the second floor of a three-story ski lift building. She crawled into a space between all debris and a bench, surviving on melted snow.

When asked later while she was waiting to be rescued for 5 days if she ever gave up hope. “No.” She said. “I knew they would come” She never lost hope.

After this traumatic experience, the recovery back to the norm obviously wasn’t easy for her. She was dealing with the loss of her friends and the loss of the love of her life. At the same time, she was also trying to overcome survivor’s guilt of asking why. On top of that, the tough news she was told was that she would have to have her right leg amputated.

As devastating as that new way, this is how she responded. “What happened to me was a fantastic miracle, I can’t believe that I made it. It’s like so many miracles occurred all at once to save me, it’s just…it’s overwhelming. Learning about my leg amputation was very hard at first, but I decided there was no use being depressed, I was going to have to live with it so I might as well accept it.”

In the spirit of our new series “Inspiration”, I wanted to share this incredible survival story of Anna with you. I walked away from this documentary being reminded once again the fragility of life. And beyond that, I was inspired by her never giving up hope through one of the most hopeless circumstances. But most of all, I am inspired by her attitude of gratefulness and putting it all into perspective in the midst of her own painful journey. Her courage to accept, her courage to hope and her courage to live is inspiring. Are you inspired? My question now is how will this change and impact me? How will I learn to accept the things that doesn’t show up in my favor and how will I continue to see the hope and be grateful no matter what the circumstance I am facing? I would love to hear your thoughts.


Quotes that Changed Everything

Have you ever heard someone say, “…and what he/she said totally changed my life!” I wish I could gather up these life-changing phrases and the context they were spoken in and write a book. I would call it “Quotes that Changed Everything.” I don’t know about you, but I am always looking for inspiration. My daughter said the other day that we should all stop waiting and seeking inspiration to do something and just start doing it. Whoa!! That really inspired me. It’s kind of funny that her saying not to look for inspiration inspired me. Ha!
There were many moments throughout my life when I became moved or inspired by something. So, I thought, why not share some of these stories and ideas since we are heading into the holidays and the end of the year? Let’s call this series “Inspiration.”
But first, why do we need to be inspired? I truly believe, for me, it serves as a powerful force that drives my creativity and motivation, which eventually helps me grow. I guess you can say motivation is essential for my own personal development.
Let’s rewind 20+ years to when my own entrepreneurial journey started. I watched a movie called “About Schmidt.” Have you seen it? It’s about a fictitious character named Warren Schmidt, played by Jack Nicholson. He’s minutes away from retirement from an actuary with a life insurance company, and his life’s work is piled beside him in boxes in his office labeled “Schmidt archives.” He’s staring at the clock waiting for it to hit 5:00 pm so he can officially retire and go home. You can sense that he has been bound by conformity and a lifeless day-to-day routine that brings him no joy or satisfaction. He missed out on forming deep relationships with his family, and his hope of a blissful retirement plan goes awry when his wife of 42 years passes away suddenly. Warning: this is not a hopeful film; it’s heartbreaking and a serious look at a person who can’t escape the fact his life is meaningless. Are you inspired yet? Hahaha!
There are two quotes that hit home for me in this movie that inspired me to make a personal change.
Quote 1:
Warren Schmidt: “Relatively soon, I will die. Maybe in 20 years, maybe tomorrow, it doesn’t matter. Once I am dead and everyone who knew me dies too, it will be as though I never existed. What difference has my life made to anyone? None that I can think of. None at all.”
Quote 2:
Warren Schmidt: “I know we’re all pretty small in the big scheme of things, and I suppose the most you can hope for is to make some kind of difference, but what kind of difference have I made? What in the world is better because of me?”
In some way, I identified with Warren Schmidt at that time. And these quotes forced me to look at my future differently. I wanted something more. I want my life to matter, and I want to make a difference in someone because I existed.
I know these inspirational quotes alone are not always enough…for me, it needed to be coupled with action and perseverance. But it definitely helped me to take the next steps toward my growth. I think taking consistent steps toward the inspired vision can gradually reshape the direction of one’s life. Additionally, the journey of change may involve challenges and setbacks, but the inspiration that initiated the process can serve as a source of resilience and motivation to stay the course.
So, to all those dreamers out there, what’s your dream? What motivates you? What inspires you? How will you get there? Let’s journey together and share our stories along the way.

These are Great Sales Hacks, but Know This First

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Have you ever searched for “sales tips and hacks” on Google or TikTok? If not, you should—it’s a treasure trove of valuable insights into what’s working, what’s trending, and what’s not working in the world of sales. For example:

  • A powerful tip to guide people in choosing the right product is using these four magical words: “Most people chose this…” People naturally desire what others want.
  • Another effective strategy is to focus on helping rather than selling. Stop pushing products and start building trust; sales will follow.
  • Another sales hack is before revealing the price, prepare your potential customer by saying, “It’s really expensive.” This approach either aligns their expectations with the cost or makes the actual price seem more reasonable.
  • Or how about this one? Bake cookies resembling feet, leave them with your business card, and say, “I don’t want to bug you; I just want to get my foot in the door.” It’s a memorable touch that ensures they won’t forget you.
While these examples offer creative and sometimes corny approaches to sales, they may only be effective during specific phases of the selling process.

Knowing which product is popular won’t matter if customers haven’t heard of your company, and discussing pricing is irrelevant if they don’t understand how your product solves their problem.

So, let’s define the 3 different phases of the customer’s purchasing process.

Phase 1 – Awareness: This is the initial stage where the customer becomes aware of your product or service. At this stage, your goal is to attract attention and generate interest.

Phase 2 – Consideration: In this phase, the potential customer has shown interest and is considering your product or service. Your goal is to nurture leads and provide more detailed information to help them make an informed decision.

Phase 3 – Decision: This is the stage where the potential customer is ready to make a decision and convert into a customer. Your focus here is to provide the final push.

These three phases represent a general framework, and the specifics may vary depending on the nature of the business and the industry. This is a helpful concept for businesses to understand the customer journey and tailor their sales efforts accordingly.

So, here are some more specific tips and hacks depending on which phase your potential customer is in. In fact, let’s even get more specific. Let’s set an example of what you can do if you are running a dental practice:

Phase 1 – Awareness:

  • Content Creation: The dental practice creates blog posts, social media content, and videos on general oral health, common dental issues, and tips for maintaining a healthy smile. This content is designed to reach a broad audience and attract people who may not be actively seeking dental services but are interested in oral health.
  • Social Media Presence: The dental practice maintains an active presence on platforms like Instagram and Facebook, sharing engaging content such as infographics on oral hygiene, fun facts about dental care, and encouraging followers to ask questions about their oral health.
Phase 2 – Consideration:

  • Email Campaigns: The dental practice collects email addresses through a newsletter signup on their website. They send out newsletters with more in-depth content, such as articles on the benefits of preventive dental care, the importance of regular check-ups, and information about different dental treatments.
  • Webinars: The practice hosts webinars on specific dental topics, like “Understanding the Importance of Dental Cleanings” or “Options for Teeth Whitening.” These webinars provide valuable information to those considering various dental procedures.
  • Lead Scoring: The practice uses online forms or surveys to gauge the level of interest of potential patients. For example, someone who downloads an in-depth guide on dental implants might score higher as they are likely in the consideration stage for a specific procedure.
Phase 3 – Decision:

  • Personalized Consultations: Once a potential patient has expressed interest, the dental practice offers free consultations. During these consultations, the dentist addresses the individual’s specific dental concerns, discusses treatment options, and provides personalized recommendations.
  • Patient Testimonials: The practice showcases video testimonials or written reviews from satisfied patients who have undergone successful treatments. This helps build trust and confidence in the decision-making process for potential patients.
  • Limited-Time Offers: To encourage decision-making, the dental practice might offer limited-time promotions, such as discounts on certain procedures or special packages for comprehensive dental care.
By strategically addressing each stage of the sales funnel, the dental practice can attract new patients, nurture their interest, and ultimately guide them toward making informed decisions about their oral health.

I’m curious about your strategies—what’s working for you, and what have you tried that isn’t working? Let’s learn together in our “Sales” series. I hope you find this information valuable in your entrepreneurial journey.

Why You Should Care About the Difference Between Sales and Marketing…

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If you are like me, you lived most of your life NOT thinking about correcting someone who lumps marketing and sales into the same sentence. Mostly because you are not 100% sure what the differences are. I mean…ultimately, they seem to serve the same purpose, right? Sales and marketing both aim to increase revenue and customer acquisition for your business. Sure. So then, it would make total sense for a small business to combine it all together into one job, right? I understand that big corporations can afford to have it separated, with one manager overseeing sales and another managing marketing. But for us little guys, we can just combine it all. Right?

Nope! Well, why not? Great question, I think the best way to answer is to first clearly define each role and purpose. So, here we go.

  • Role: Marketing is responsible for creating awareness and demand for a company’s products or services. It involves generating interest and inquiries from potential customers.
  • Purpose: The primary purpose of marketing is to build and maintain the brand, attract and nurture leads, and provide the sales team with a pool of potential customers. Marketing focuses on creating a positive image of the company and its offerings in the marketplace.
  • Role: Sales is responsible for directly engaging with potential customers to convert them into paying customers. Salespeople work on closing deals and managing the transactional aspects of the sale.
  • Purpose: The primary purpose of sales is to turn interested prospects into actual customers. Sales focuses on understanding the specific needs and preferences of individual customers and guiding them through the purchase process. It involves building relationships, addressing objections, and finalizing the sale.
In summary, marketing is about creating awareness, generating interest, and attracting potential customers to the business, while sales are about direct interaction with customers to close deals and facilitate the purchase process. Marketing lays the groundwork by creating opportunities and leads, and sales capitalizes on those opportunities to convert prospects into customers. Both functions are essential and, when properly aligned and coordinated, contribute to the overall success of a business.

So, to summarize the summary, Marketing is about creating awareness and interest in a product or service, while sales are about turning that interest into actual purchases through direct customer interactions.
So, to summarize the summary of the summary. Marketing creates leads, and Sales turns leads into customers.

So, why can’t we still just combine the two departments together? Usually, it’s because it takes two completely different skill sets.

Marketing Skill Sets:
  • Creativity: Marketers often need to come up with creative and engaging campaigns, designs, and content to capture the audience’s attention.
  • Content Creation: Writing, design, and multimedia skills are essential for creating compelling content, such as blog posts, videos, social media posts, and advertisements.
  • Data Analysis: Analytical skills are crucial for understanding customer behavior, tracking the performance of marketing campaigns, and making data-driven decisions.
  • Market Research: Conducting research to understand the target audience, market trends, and competitors is essential for effective marketing.
  • Digital Marketing: Proficiency in various digital marketing channels, including SEO, social media, email marketing, and pay-per-click advertising, is often required.
  • Branding: Developing and maintaining a consistent and appealing brand image is a fundamental marketing skill.
  • Communication: Effective communication, both written and verbal, is necessary for conveying marketing messages and collaborating with the team.
Sales Skill Sets:
  • Interpersonal Skills: Salespeople need to build rapport, establish trust, and effectively communicate with potential customers.
  • Negotiation: Negotiation skills are vital for reaching mutually beneficial agreements and closing deals.
  • Product Knowledge: A deep understanding of the product or service being sold is necessary to answer questions and address customer concerns.
  • Objection Handling: The ability to handle customer objections and concerns in a persuasive and reassuring manner is critical.
  • Closing Skills: Sales professionals must know how to ask for the sale and guide customers through the purchasing process.
  • Time Management: Effective time management is crucial to prioritize leads and focus on high-value opportunities.
  • Resilience: Sales can be challenging, so resilience and the ability to handle rejection are important qualities.
  • Relationship Building: Building and maintaining long-term relationships with customers is key to repeat business and referrals.
While there is some overlap in skills, these skill sets reflect the distinct demands of marketing and sales roles. 

Marketing relies more on creativity, content creation, and data analysis, while sales emphasizes interpersonal skills, negotiation, and the ability to guide customers through the buying process. Successful marketing and sales teams often complement each other, working together to achieve a common goal.

So…what do we do now? I think knowledge is key. Once you know the important aspects of each role, the skillsets required for success for each role, and the main purpose of each role, you are way ahead of the rest. Just knowing will help you make the right decisions on how your department is run and who gets to run it.

Also, if you are a solopreneur and you are doing it all yourself, I believe it can still help guide you to compartmentalize your efforts and processes into 2 separate entities that operate independently but also can work together to grow your business.

I hope you can find this distinction helpful and next time someone tries to lump the two together, you can tell them…”nope, not today”, and share these thoughts with them. If they seemed shocked and confused and ask where you found out all this information, tell them you got it from Hanju at BOS Media Group. Hahaha!! Have a great week everyone!

How to Sell Outside of the Box

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My car-buying experience has never been a good one. Maybe it’s because I’ve experienced it with my dad most of my life. He loves to bargain and he’s a tough cookie. I mean, to an extreme… almost illegally tough. By the time we sign the contract to purchase, the salesperson is usually exhausted and borderline ready to quit his job altogether. My dad puts them through the wringer and spits them out. His secret of getting the best deals? Be okay to walk away. Never get emotionally attached to anything. He doesn’t care what color interior it has, or that it’s the last one in stock, or the new leather smells just so so good. It doesn’t phase him one bit.

Me? I am all heart when I purchase anything. If I find something I love, I am like…”here, please…take my money” Want more? Sure! How much more? That’s it? Here, take more!” I am my dad’s worst nightmare.

Do you know who else is a tough cookie negotiator? Yup, you guessed it. I am married to one. How do you think she got me to marry her? Hahahah! That’s why, when I need to go car shopping, I take my her along with me. And I mentally prepare myself for a long battle. I try not to emotionally fall in love with the perfectly and seamlessly designed and engineered 20″ wheels…or the smell of the new leather. I just try to disconnect myself emotionally and just watch my negotiator do all the work to get the best deal for the best value. So exhausting for me.

But why is car buying so stressful? Why are car salespeople not trustworthy? Why and who created this system the way it is and why can’t we do something better? The answer? Yes, we can do something better, and Yes we have something better.

The new normal of car purchase is becoming the way many dealers are embracing the shift to online and in-house showroom type of seamless buying experience. No more haggling, no more confusion, no more untrustworthy sales team but something that puts high value on customer service and unique one-on-one experience. Here’s a real-life example.

We walked into a beautifully designed showroom where they had 2 models being displayed. A young, cool, hip, and friendly team member came over with a smile and asked if we had an appointment. I said no. “No worries she said, I have a slot open for you in 5 minutes with one of our best sales staff, grab a seat and he’ll be with you in a minute”. Quickly, their dedicated sales staff came over and asks us a few questions and see if we wanted to test drive. We said yes and the car pulled up to the front, he sat with us to go over all the controls and features of the car. He gave us the key and asked us to bring the car back in about 20 minutes or so and he went back inside.

After a nice 20-minute, private test drive with just me and my negotiator, we got back to the dealership where he welcomed us back. We sat in front of the computer with him, clicked over different options, and printed out the specs and the cost. He told us how many they had in stock and when we could have it if we wanted it. We said we’ll think about it and he said thanks for coming in and to reach out if we have any questions. Wait, what? He didn’t beg us to stay or make us wait so he could talk to his manager or ask us “Would you make this purchase today if we can lower our price down to (fill in the blank)?

They have single-handedly revolutionized the new way of purchasing a car.

I wanted to share this experience with you as we are in our “Sales” series to prove that thinking out of the box can not only solve a problem but propel your business into a whole new atmosphere of greatness. How are you selling your products? How is the customer’s experience? What are some of the ways that can help you revolutionize your own industry in selling?

Whatever it is, big or small, I would love to hear from you what your current challenges are and what your ideas are to change it. This is how we can stand out. This is how we can refocus our energy back on our customers, this is how we can usher our customers into their amazing buying experience. Sales can be everything for your business, so let’s start thinking out of the box.

You are Just Not Interesting…

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If you are in sales, or if you ever tried to sell anything, have you ever had the prospect say…”I am not interested.”? So, how do you overcome this objection? Well, you don’t. Because “I am not interested” is not an objection. It’s the truth. You are just not interesting. Sorry.

Someone came up to me the other day and wanted me to sign a petition. I said, no thank you and he seemed very confused. He had this look like why wouldn’t you take 5 seconds to sign my obvious “this will change the world for good” petition? Well, I don’t know anything about this petition. I haven’t done the research yet. I haven’t studied the opposing side and even had any time to ponder and think about it. I don’t even know you. Maybe you have another agenda…how do I know? And therefore, why would I sign? So…no….I am NOT interested. And yes, you definitely are NOT interesting and you gave me no reason to sign.

So, how do you make yourself interesting to someone who could potentially buy from you?

You need to shine a light on a meaningfully different idea related to a problem your prospect might not know about. What does that mean? It means, first identifying their problem, then solving it in a way that they’ve never heard of. Surprise them. Educate them. They will become interested. Here’s a perfect, real-life example…

Okay, pretend that you own a small coffee shop chain. You have 5 stores in the area and you want every cup of coffee from each store to taste exactly the same since that’s your signature roast and brew. You also understand that 98% of coffee is water so you must have an amazing water filtration system. So, you’ve been shopping for one and you finally run into an expert filtration salesperson…me.

Let’s pretend that I am a Reverse Osmosis Water Filtration Salesperson. I would start the pitch by saying something like, “Did you know that the reverse osmosis water filtering system takes all the impurities out of the water?  Sounds great, right? Well, not really because when all the impurities are taken out of the water, the water is simply too pure to brew coffee with, all the flavors are in the minerals, and the RO system purified it, so…your coffee is going to taste terrible. This expensive RO system I am trying to sell you is basically useless.”

Are you sold yet? Hahaha.

Then I would say, “But guess what? Our system analyses your raw water impurities at each store location and we are able to mix the ratio of the raw water vs the purified water to make a perfect cup of coffee. And because we are able to control the ratio, each store will have the exact same tasting water regardless of what city or what type of water the store is getting.”

Now, are you sold yet?

I just solved your problem by shining a light on a meaningfully different idea related to a problem you didn’t know about. Before you met me, RO filtration was out of the question, but I came up with a different idea to solve the inconsistent-tasting coffee you were having at each of your store locations. Did I identify your problem? Yes! Did I solve it in a way you’ve never heard of before? Yes! Did I surprise you? Yes! Did I educate you? Yes!

So, am I interesting? Oh my yes!

When people say “I am NOT a salesperson”, I think what they are really saying is “I am NOT comfortable selling.” The ability to sell is not something you’re born with. In fact, what selling really is: exposing a problem to a prospect and swapping it out with a new possibility. Selling is easy. Selling is fun. Selling is life. It’s helping bring a change to someone else’s life, and getting paid doing it. What’s not fun about that? What’s not interesting about that?

Omg, You are so Good at Sales!

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My friend looked down at my feet. I guess something caught her eye. My shoelace was loose. With a concerned look on her face and with her soft, caring voice she said, “Hey, your shoelace is untied.” To which I replied, “Yeah, I know, I understand your worry and I appreciate it but did you know that the whole tripping over your shoelace thing is a myth?” She looked confused, so I continued. “The chances of your loose shoelace getting caught underneath your moving feet and causing it to break your walking/running rhythm to force a fall is minuscule. Less than .000001%. It’s not even worth worrying about. Let me show you.” I began to run around crazy with my shoelace untied.

I finally came to a stop, and trying to catch my breath, I looked over at her and said, “see, I didn’t trip”. She laughed. And jokingly said to me, “Hmm, you should be in sales.” And I thought to myself…”Yeah, maybe I should”.

Isn’t it interesting that the most misunderstood idea of selling is that it’s primarily about convincing people to buy something they don’t want or need? The more convincing you are, and more pushy you are, the better you are at sales. Right? WRONG!

What, then, makes a good salesperson? In reality, an effective salesperson is someone who takes the time to understand the customer’s needs, exercises patience in building a trustworthy relationship, and possesses the intuition to provide solutions that genuinely benefit them. It’s more about helping than convincing.

But most of all, the most significant characteristic of a great salesperson is empathy. Empathy enables us to comprehend, relate to, and genuinely care about the customers’ needs and concerns.

So, is empathy something you can develop and learn? Yes, empathy can be learned and developed. Empathy is the ability to understand and share the feelings of another person. It involves recognizing and being sensitive to the emotions, thoughts, and perspectives of others. How? One way is to actively listen, and pay close attention to what people are saying. Ask open-ended questions to encourage them to express their thoughts and feelings. Avoid interrupting or immediately offering solutions.

In order to help guide the development phase of empathy, I came up with some questions you can ask your potential client that can help you better understand their needs and guide them toward a purchase.

  • What challenges or goals are you currently facing in your [industry/area]?
  • How do you envision our product/service helping you with these challenges/goals?
  • Have you used similar products/services before? What did you like or dislike about them?
  • Who will be involved in the decision-making process for this purchase?
  • What is your budget or price range for this solution?
  • Are there any specific features or benefits that are most important to you?
  • What is your timeline for implementing a solution like this?
  • Can you share any concerns or objections you might have about moving forward with this purchase?
  • How do you measure success in your [industry/area]?
  • Are there any other stakeholders or departments we should involve in this discussion?
  • What would be the ideal outcome or result for you after implementing our product/service?
And while they are answering some of these questions, keep these points in mind.

  • Active Listening: Pay close attention to what people are saying. Ask open-ended questions to encourage them to express their thoughts and feelings. Avoid interrupting or immediately offering solutions.
  • Put Yourself in Their Shoes: Try to imagine how the other person might be feeling and what they might be thinking in a given situation. This can help you better understand their perspective.
  • Practice Perspective-Taking: Actively work on understanding different viewpoints, even if you don’t agree with them. This can help you become more open-minded and empathetic.
  • Observe and Learn from Others: Pay attention to people who are naturally empathetic. What do they do differently? You can learn from their behaviors and attitudes.
  • Practice Compassion: Engage in acts of kindness and support for others. Volunteer or help friends and family when they are in need. This can enhance your ability to empathize.
  • Self-Reflection: Take time to reflect on your own emotions and experiences. The more you understand yourself, the better you can relate to the experiences of others.

It’s important to note that empathy is a skill that can be improved over time, but it may not come naturally to everyone. The key is to be open to learning and practicing empathy in your interactions with others.

I truly believe customizing your questions and approach to each client is key to successful sales…and I also believe that being a good salesperson means being a good human. We can all use more empathy…in business and in life.

Looking forward to digging deeper into our “Sales” series. Stay tuned for more next week.

Oh, one more thing, I started running around again without tying my shoe. And I tripped. True story.


Your FAQ Answered On Influencer Marketing

Well, whoever said all good things must come to an end must have been talking about our influential marketing series. If you’ve been following, over the past weeks, we’ve embarked on an educational and inspirational journey together, exploring the intricate world of it all. Hope you gained some insight and discovered some new ways to implement it in your business. I certainly have.

To conclude our series, I thought it would be fitting to delve into a collection of frequently asked questions (FAQ) about influencer marketing. What are the most common questions regarding it and how can we best answer for more clarity and depth? So, let’s begin.

Here are ten frequently asked questions (FAQ) about influencer marketing and their answers:

What is influencer marketing, and why is it important?

Influencer marketing is a form of marketing where brands collaborate with individuals who have a significant and engaged following on social media or other platforms. These influencers promote the brand’s products or services to their audience. It’s important because it allows brands to tap into the influencer’s credibility and reach a targeted audience authentically.

How do I choose the right influencer for my brand?

To choose the right influencer, consider your target audience, brand values, and campaign goals. Look for influencers whose followers match your ideal customers. Also, evaluate an influencer’s content quality, engagement rate, and authenticity. Collaborate with influencers who align with your brand’s values and have a genuine interest in your products or services.

What’s the typical cost of working with influencers?

The cost of working with influencers varies widely. Micro-influencers with smaller followings may charge less or even work for free products. Mid-tier influencers usually charge a few hundred to a few thousand dollars per post, and top-tier influencers can demand tens of thousands or more. Costs depend on factors like the influencer’s reach and niche, the complexity of the campaign, and the content format.

How can I measure the success of an influencer marketing campaign?

Success metrics for influencer marketing campaigns include engagement rates (likes, comments, shares), click-through rates, conversion rates, and return on investment (ROI). Additionally, consider qualitative measures like brand sentiment, increased brand awareness, and whether the campaign aligned with your marketing goals.

What are the legal and ethical considerations in influencer marketing?

In many countries, there are legal requirements for disclosure in influencer marketing. Influencers must clearly disclose their paid partnerships or sponsored content to maintain transparency with their audience. Violating these regulations can lead to fines and damage to an influencer’s credibility. Brands and influencers should also align on content guidelines and maintain ethical standards in all collaborations to protect their reputation.

What social media platforms are best for influencer marketing?

The choice of social media platforms depends on your target audience and campaign goals. Instagram, Facebook, and YouTube are popular choices for visual content, while TikTok and Snapchat are great for reaching younger demographics. LinkedIn is ideal for B2B influencer marketing. It’s important to research where your target audience is most active.

How can I establish a mutually beneficial relationship with influencers?

Building strong relationships with influencers involves clear communication, respect for their creative freedom, and fair compensation. Collaborate on campaign ideas, provide the necessary resources, and offer flexibility. Maintaining open and respectful dialogue is key to long-term partnerships.

What’s the difference between macro and micro-influencers?

Macro-influencers typically have a large following, often in the hundreds of thousands or millions. Micro-influencers have smaller but highly engaged followings, usually ranging from a few thousand to tens of thousands. Micro-influencers often have a more significant impact on niche audiences, while macro-influencers have broader reach.

How do I deal with negative publicity or backlash from an influencer campaign?

Negative publicity can happen, but addressing it transparently and swiftly is key. Monitor the campaign closely and have a crisis management plan in place. Engage with the audience’s concerns and take corrective actions if necessary. Always work with influencers who align with your brand’s values to minimize potential conflicts.

What are some best practices for creating compelling influencer marketing content?

Effective influencer marketing content is authentic and relevant to the influencer’s audience. It should tell a story and showcase the product or service in a natural, unforced way. Encourage influencers to create content that aligns with their personal style and the preferences of their followers. High-quality visuals, engaging captions, and calls to action are also essential components of successful content.

All that said, do you know who actually came up with the saying all good things must come to an end? The idea originated with Geoffrey Chaucer in the 1300s from his poem. It became a proverb that means nothing lasts forever…it’s a reminder to enjoy your life TODAY, because tomorrow…it just won’t be the same. So there you go, enjoy everything you have learned about influential marketing TODAY and implement it into your marketing plan. If you need help, give me a shout, I will be here.

Good Vibes Only for Influencer Marketing

On a regular workday, Nathan found himself in an unexpected situation while heading to his job, his trusty truck suddenly called it quits right there on the highway. Instead of letting this disastrous circumstance ruin his day, Nathan decided to roll with the punches. With his skateboard in one hand and a bottle of ocean spray cranberry juice in the other, he simply shrugged off the inconvenience and carried on toward his workplace.

As he glided through the streets on this exceptionally lovely morning, Nathan had a spontaneous idea. He pulled out his smartphone and decided to capture a brief video of himself cruising along, all to share on the social media platform. He chose the iconic tune “Dreams” by Fleetwood Mac as the soundtrack to his impromptu ride. In this now-viral video, which has racked up an astonishing 30 million views and counting,

What followed was a brilliant influencer marketing move by Ocean Spray. The company decided to embrace the viral moment and collaborated with Nathan, gifting him a brand-new truck filled with Ocean Spray products. Nathan’s video had unintentionally become a marketing opportunity, showcasing the brand’s product in a casual and relatable, yet creating a “good vibes only” type of feel that creatives all around the globe followed suit. Check out this video that captures it all, including the Cover Song sung by Lanie Gardner (another influencer who became known through social media).

So, are you convinced? If you are still not reassured, I’ve accumulated the top 5 myths going around about influential marketing and thought it would be fun to debunk them all. Here they are:

Myth 1: Influencer Marketing Is Only for Big Brands

One of the most persistent myths about influencer marketing is that it is exclusively reserved for big brands with substantial budgets. Many believe that only multinational corporations can afford to collaborate with influencers, leaving smaller businesses and startups out of the picture. However, this is far from the truth.

Debunking the Myth: Influencer marketing is accessible to businesses of all sizes. In fact, it often proves more cost-effective for smaller brands with limited resources. Micro-influencers, who have smaller but highly engaged followings, can be an excellent choice for small businesses. These influencers are often more affordable and can deliver highly targeted results. Additionally, influencers may be open to various forms of compensation, including product exchanges, making it accessible for brands with tight budgets.

Myth 2: Influencer Marketing Is Only About Instagram

Instagram is undoubtedly one of the most popular platforms for influencer marketing, and it’s where the concept gained significant traction. However, limiting influencer marketing to Instagram alone is a common misunderstanding.

Debunking the Myth: Influencer marketing spans multiple social media platforms and even extends to other digital channels. Platforms like YouTube, TikTok, Twitter, and LinkedIn have all witnessed successful influencer campaigns. The choice of platform depends on the target audience and the nature of the brand or product. A well-executed influencer campaign can thrive on any platform where the audience is engaged and receptive.

Myth 3: Influencer Marketing Is All About Vanity Metrics

Another prevalent misconception is that influencer marketing is solely driven by vanity metrics such as likes, shares, and follower counts. Critics argue that these metrics do not translate into actual business outcomes.

Debunking the Myth: While vanity metrics can provide some insights, they are not the sole focus of influencer marketing campaigns. The real value lies in the ability of influencers to drive meaningful actions, such as website visits, conversions, and sales. Savvy marketers measure the ROI of influencer campaigns based on tangible results, using tracking links, promo codes, and other tools to gauge their impact on the bottom line.

Myth 4: Influencer Marketing Is Not Regulated

Some people believe that influencer marketing operates in a regulatory gray area and lacks oversight, leading to unethical practices.

Debunking the Myth: Influencer marketing is subject to regulations and guidelines in many countries. For instance, the Federal Trade Commission (FTC) in the United States has specific rules governing influencer endorsements. Influencers are often required to disclose their partnerships with brands, ensuring transparency for consumers. Additionally, social media platforms themselves have policies and algorithms that combat deceptive practices. As influencer marketing matures, it is becoming more standardized and regulated to promote ethical practices and transparency.

Myth 5: Influencer Marketing Is Short-Lived and Unsustainable

Some skeptics view influencer marketing as a fleeting trend that will eventually lose its effectiveness.

Debunking the Myth: Influencer marketing has proven to be a robust and sustainable strategy. As long as there are social media platforms and digital communities, influencer marketing will have a place. Its adaptability is one of its strengths, allowing brands to evolve their approaches as consumer preferences and platforms change. Moreover, influencer marketing thrives on authenticity, and as long as influencers maintain genuine connections with their audiences, it will remain a powerful marketing tool.

By understanding these truths, we can navigate the influencer marketing landscape with confidence, embracing its power to connect with and influence audiences in meaningful ways. As the world of marketing continues to evolve, influencer marketing is likely to remain a vital and valuable tool for brands seeking to engage with their target audiences effectively. So, let’s just keep the good vibes going…and let’s just keep riding into the sunset. You won’t regret it.


Let’s Explore Some Influencer Marketing Strategies

Don’t you hate it when you are intensely lifting weights to increase your muscle mass and you want to listen to high-energy pumping music but you don’t want to bother anyone so you have these expensive wireless Bluetooth headphones with earpads on and it keeps falling off your head? Me too!! Just kidding, I can’t remember the last time I intensely lifted weights.

But guess what? Dwayne “The Rock” Johnson partnered with Under Armour to promote JBL’s new wireless headphones just for that reason. He was sick of dealing with lame headphones that kept coming off his bald head. That strategic partnership made sense to me.

This collaboration resulted in a remarkable influencer marketing campaign that garnered over 3 million views and substantially boosted JBL’s sales. This is what influencer marketing is all about.

Unfortunately, we can’t all afford Dwayne Johnson’s collaboration fee, but dang it, in today’s digitally driven world, it really proves that it works. Find a trusted individual who has a significant following on social media and BAM!

Well, since we know that it works, and not everyone has a budget like Under Armour/JBL (yes, they are owned by the same company) let’s explore different types of influencer marketing campaigns that we can work with each with their unique advantages and potential for success.

Video Product Review

One of the most effective influencer marketing strategies is creating engaging video product reviews. Whether presented as an Instagram story or a YouTube video, influencers provide an in-depth look at a brand’s product while sharing their genuine thoughts and experiences. This approach builds trust and authenticity with the audience. Instagram and YouTube influencers are particularly skilled at crafting compelling product reviews, but platforms like TikTok and Snapchat can also yield significant results.

Giveaway Campaigns

Running a giveaway campaign in collaboration with influencers can generate high levels of engagement. Many brands opt to partner with a group of influencers who promote the giveaway by sharing images of themselves with the product and encouraging their followers to participate. Such campaigns create excitement and buzz around the brand and product, resulting in increased brand visibility and potential customer acquisition.

Hashtag Campaign

Creating a campaign centered around a specific hashtag and enlisting influencers to produce content using that hashtag is a powerful way to amplify your brand’s message. National Geographic, for instance, has mastered this technique, becoming the first brand to amass 100 million followers on social media. They have successfully used influencer partnerships, such as a campaign celebrating International Women’s Day, which garnered over 3.5 million likes in a single day.

Unboxing Videos

Unboxing videos, especially on YouTube, hold significant sway over consumer purchasing decisions. Brands invest substantial resources in getting their products reviewed by influencers in these captivating videos. Unboxing content often garners hundreds of thousands of views, demonstrating the potential impact of this influencer marketing strategy.

Social Media Takeover

One of the most immersive ways for brands to collaborate with influencers is through a social media takeover. During a takeover, an influencer gains access to a brand’s social media account and temporarily assumes control over its content. Instagram story takeovers are a popular choice, offering an authentic and personal connection between the influencer and the brand’s audience.

User-Generated Content (UGC) Campaigns

Encouraging customers to create user-generated content, such as images and videos featuring the brand’s products, is a potent influencer marketing approach. To kickstart UGC campaigns, brands often utilize influencer content to inspire their customers. This strategy fosters a sense of community and trust among consumers while showcasing real-life product experiences.

As you can see, influencer marketing offers various approaches to engage and connect with audiences…the ideas are endless and it leaves so much room for creativity. Basically, it’s not going away, in fact, it’s growing. So, let’s get on the train ASAP and start brainstorming who your influencers can be and how they can impact your target market to help expand and scale your business. Choo choo.

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