Getting To $80k/month With YouTube Influencer Marketing
How To Generate $80k Per Month Within 9 Months Using YouTube Influencer Marketing
Download my ECommerce Fuel Conference Presentation here:
Ecommerce Fuel Presentation 2- PDF – Influencer Marketing with YouTube – Emmanuel Eleyae
What is YouTube Influencer Marketing?
Influencer marketing with YouTube sponsored video’s is doing outbound outreach to connect with people who are influential to an audience who can introduce your product/service to that audience.
Some key benefits to this marketing channel:
You can effectively take a customer through several steps of the buying process in one shot starting with building awareness, to building interest & desire, and then getting them to take action, but all of this is done by having popular figure to walk their audience through these stages for you.
While it’s good to be clear on which audience would be best for your product, the actual niche the influencer occupies can be varied. This channel can be used to expand your niche to new audiences who may not even be aware that your product can solve a problem for them.
Just remember, you’re addressing an audience, not an influencer when you agree with work with an influencer.
While it’s great to have an explanation of your product/solution made for you in video form, you already do a lot of that on your website.
Potential prospects who are unaware of what problem your product is trying to solve can be more easily made aware of your solution through video. Using influencers to do this in video form can be very effective!
Who YouTube Influencer Marketing works well for:
1. Products that need explaining
2. Companies that need content
3. Social proof – you’d like someone other than you talking about your product.
4. Need an audience (Especially if you were already going to spend on ads)
5. Have time to get it right. 2-4 weeks is the minimum to get a video created and published.
Who it’s not for:
1. Your product is commoditized or well known. (Doesn’t need much explaining)
2. You already get quite a bit of organic traffic and have solid content (cheap traffic/conversions)
3. Need it done quickly- less than 30 days
Where do I begin?
To start, determine which outreach method you would like to use to find Influencers
#1. Emailing them directly through YouTube or another social media channel where you simply request if they would be willing to review your product in a video. On YouTube go to their channel then click “About” and hit “Send message.”
Pros:
1. By far the cheapest method, if done right, simply the cost of the product is all it costs to get a video done.
2. You get to choose which influencers you’d like to review your product.
Cons:
1. You will have to reach out to a lot of them before even getting a response, let alone a video made.
2. You also have far less input into what is being said about the product or when the video will be released.
#2. Platforms with lists of influencers that you can reach out to like TheShelf.com
Pros:
1. Unlike reaching out to influencers directly and not getting a response or getting a response where they say they are not interested in sponsorships, if they’ve signed up on the platform they are most likely interested in doing sponsorships.
2. Easier access. Whereas the contact form on a social media platform like YouTube may not be monitored or answered by the influencer, if they have signed up for one of these lists, they check for these emails more often.
Cons:
1. Much like reaching out through their about page, there is still a lot of back-and-forth to determine type of video, content, price, release date, etc.
2. Monthly flat fee for access to the platform versus a fee per transaction. Roughly $300/mo
Tip: to quickly get started on this route -simply find one influencer that you like and go to their “channels” page. These are other influencers they follow and have similar audiences. Write all of these down and do the same for each one until you have a list that you feel confident is large enough to begin your outreach. 50-100+ is a good start.
#3. Marketplace where influencers can connect directly with brands – Famebit
Pros:
1. Instead of reaching out to influencers, they reach out to you. Simply post what type of video you’re looking for and what you need written, and they’ll submit a proposal to you on what they plan to do.
2. Video can be done relatively quickly depending on how long it takes you to send them your product.
3. Funds to pay the YouTuber are held in escrow until you approve the video, if you don’t approve, the funds are returned to you.
Cons:
1. You have no input into which YouTuber’s will submit a proposal.
2. Sifting through the multitude of irrelevant proposal’s can be tedious and frustrating.
3. Every video you have made gets marked up 10% to pay the Famebit platform fee.
#4. “Done for you service” from Famebit with their Famebit BrandVIP program
Pros:
1. Simply provide your budget, train your account manager on what you’re looking for and watch the video’s get made.
2. 10% fee per video is removed and all of your dollars go towards creating video’s.
Cons:
1. High cost of entry – minimum budget is $10,000 up front and packages go up from there.
2. Similar to Famebit platform, you’re not able to choose which influencers you work with. However, you are given the chance to approve or deny influencers before video production begins.
What’s the fastest way to get started?
By far the fastest way to get started with influencer marketing sponsored videos is to simply signup for Famebit platform.
In as little as 2-4 weeks you can have a few cheap video’s done and do some initial testing on how this channel will work for you.
What follows is a process to quickly get going with this channel:
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Outreach
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Choosing
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Negotiating the Video
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Approving the Video
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Tracking Progress
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Extending the Impact
Outreach
1. Sign up with Famebit.com
2. Create your initial campaign by clicking the green “request video” button at the top.
3. Choose the type of video you’d like to have made.
'YouTube Influencer Marketing
4. Fill out the details on the next screen according to your business. No need to spend a lot of time on the “campaign details” section, you can explain further with each youtuber you decide to work with later. Just a quick paragraph that answers the following should be enough:
a. who you are, what you sell, what you’re looking to have conveyed in your video.
5. If you feel like adding a little more, feel free to add the following:
a. Feature: 1-3 bullet points
b. Benefits: 1-3 bullet points
6. Post the campaign and wait for it to be approved. Usually a few hours to 24 hours.
In that time, determine how much you would like to pay for a video by making assumptions on what your views, click throughs and purchases will be from that audience and what the return will be. Here is an example:
ROI Calculator
Cost of video: $600
No. Of Subscribers: 100,000 – cost per subscriber: $.006
No. Of subscribers who will view: 15% | 15,000
No. Of Viewers who will clickthrough: 15% | 2,250
No. Of clickthroughs who will purchase product: 4% | 90
Average Order Value: $30
Revenue: $2,700
ROI: 4.5x
To get a 4.5x ROI what are the maximum prices I’m willing to accept at $.006 cps?
Subscribers | Cost
10,000 $60
15,000 $90
25,000 $150
40,000 $240
50,000 $300
100,000 $600
Wait for the submissions to come in from YouTuber’s on the platform and begin sifting through the proposals. There will be a lot so prepare yourself!
Since there is no method for “tagging” or “saving” someone and clearing up your list, you’ll need a way to keep yourself organized.
Here’s a method for methodically working through the list so it’s not as overwhelming:
1. Immediately decline proposals for people who do not fit, this will decrease the amount of proposals you have to scroll through. (Off brand, off message, too expensive, etc.)
2. Do some analysis to determine what you would like to spend. Since number of subscribers is the only number that is not assumed, utilize the cost per subscriber number you generated from your ROI calculator above to determine which videos fall within your price range.
Move these names into a spreadsheet that looks like this:
3. Once you have a qualified list of good influencers, go through each of their channels and do deeper analysis:
a. Do they reply to their subscriber’s questions consistently?
b. Do they get a significant amount of likes/comments per video?
c. If you watch a few of their videos, is it clear they do a lot of sponsored videos? (This can be a turn off for their audiences and mean your video may underperform because it will fall on deaf ears)
d. Do they get a consistent amount of views on their post, or is their average views artificially raised by one video that has a lot of views and the rest normally get a low amount of views?
4. Choose as many from your spreadsheet as your budget will allow.
Negotiating a Video
ALWAYS NEGOTIATE!
Said another way, Negotiate, negotiate, negotiate!!!
As in many other areas of negotiation, the first person to name a price pads it. Worst case scenario you will be told no, which isn’t as big a deal anyway because you were already comfortable with the price given.
However, just in case there is an opportunity to increase ROI, simply request the video to be done for 20% less, if not a little more.
Look at their proposal and see what countries most of their followers are in. If you only ship in the US, you don’t want someone whose audience is 90% in the UK – lots of traffic/orders will come from there and your video spend will be wasted if you can’t ship to those customers.
Be clear about what you would like highlighted – don’t be directive because you want it to be organic, but you can provide requests in certain areas – highlights of the product/site/promotions, title of the video, and what blurb/link you’d like to have shown in the comment box.
Approving the Video
If you don’t like the video – say something! It may cost more to re-shoot, but you’ll feel much better about it afterwards. It is to your advantage to get what you want, especially since the funds are held up in escrow. You do not have to agree just because its done.
Did they actually use the product and did they speak knowledgeably about it, or is it obvious that they’ve never seen this product until opening it up on camera? (unless an unboxing is what you’re going for, then this is ok)
Check the actual look of the video – Is the blurb in the comment box where you’d like it (preferably above the fold).
Is the link appropriate to get viewers to the location you’d like them to land – and did you test it to see if it worked?
Make sure that your link has UTM tagging so that you can track in google analytics. It will be a long link, so you can use a shortening service like bit.ly, or plugins. If you’re on woo commerce pretty links lite can do this, or on Shopify use URL redirects.
Once satisfied, approve the video and release the funds.
Reach out to the youtuber to find out when the video will be going live so you can prepare.
Keep a spreadsheet with analytics:
Compare your actual numbers against your assumptions to see how they compare.
% of subscribers who viewed: 10%
% of Viewers who clicked through: 25%
% of clickthroughs that purchased: 3.80%
Average order value: $32
Revenue: $3,040
ROI: 5.07
Use these new numbers as your new assumptions for your next campaign/video as they are more accurate than your initial assumptions.
Extending the impact of the video
Create a landing page specifically for this video (or the campaign) so that you can have a very targeted message when viewers land on your site that’s not your general homepage. (“Thanks for watching the video, click here to learn more…”)
Setup an email signup on that landing page and auto responder sequence to educate your prospects.
Setup retargeting for this page so that you can bring viewers back to the site if they didn’t sign up for your email list.
Connect with the influencer on all their other social media platforms. If you can get them to retweet, repost, repin, or re-gram, you can increase the reach of that video and engage with followers that they may not have on YouTube.
Post the video somewhere on your website – product pages, blog, home page, “friends of the brand” page, etc. You now have a new piece of content for your site that can help explain your product/brand.
Email the video to your email list for those that haven’t seen it.
Setup a calendar and regularly share on social media the video’s that were done in the past, monthly, quarterly, etc.
Once complete, feel free to start a new campaign!
Or if you prefer, you can try the other two outreach methods to decrease your costs or find specific influencers that you want to work with.
