Influencer Marketing All your questions answered – Ep 71 – Raising Her Game Podcast by The Elevatory

Influencer Marketing All your questions answered – Ep 71 – Raising Her Game Podcast by The Elevatory


Flori Pyke [00:01:24] Hello and welcome to
Episode 71. It is Flori here. And, today I get to connect with Steph Pase, creator and
founder of Just Another Mummy Blog, as well as Steph Pase planners. Huge welcome, lovely.
How are you? Steph Pase [00:01:40] Hey, I’m good. Thanks
for having me. Flori Pyke [00:01:42] Yeah. No, it’s my pleasure.
And, thanks for making the early start. It’s a bit early for both of us. But no, I really
appreciate it. I’m really, really excited to connect today. Before we kind of deep dive
into all things influencer marketing, I wanted to just get a gauge from you. Tell us a little
bit more around Just Another Mummy Blog and what it is that you write about? Steph Pase [00:02:05] So, I started my blog
brand up when I was a new mum. My daughter Harper was only two months old. So, I felt
really alone. I didn’t really have any mum friends. So, basically, I also did journalism
with before like at uni. So, I really love to write. It’s like an outlet for me. So,
my husband was kind of like, because I kept talking about this blog thing that I wanted
to do. Ryan, my husband is like, just do it, you know? And I’m like, I think for me the
biggest thing was I worry too much at that time what people would think starting a blog.
You know there’s so many mummy blogs out there now. But I basically just ended up doing it.
And, it’s evolved over the last three and a half years. And, it’s like definitely one
of the best things I ever did. I never thought it could be a job when I started my blog.
It was this like a hobby just to keep myself sane [both laugh] between changing nappies.
So, yes, I definitely came from a really genuine place. And, I still just share my journey
with motherhood, my experience with anxiety, mental health such as post-natal depression.
And I’m very open about most things. But I also share, you know, you juggle lifestyle
stops at health, fitness, organisation, interior. So, it’s a bit of basically the blog is just
like me in a nutshell, really. Flori Pyke [00:03:19] No, I love it. I think
it’s like really impressive, too. I want to just like shine a light on the fact that you’ve
managed to get the blog really up and going. And then, the following that it has is quite
impressive because and we’ll talk about the following in a second. But, you know, I think
blogs in a nutshell are something that, there’s a lot of blogs out there no, right? So, to
get that cut through and to have the following that you have achieved is quite remarkable.
So, let’s talk about that following, because that is something that I definitely want to
get into your genius zone about today. So, Steph, you have a following of one hundred
and twenty-four thousand people on Instagram at the moment. Steph Pase [00:04:01] Yeah. [Flori says “Whoa.”]
Just a few. Flori Pyke [00:04:05] It’s pretty crazy. I
mean, I think when I saw that, you know, when we were chatting earlier, I was like, right,
we really got to tap into this because I know for a lot of our students, I often see discussions
in the community. I often get asked, you know, how do I approach an influencer? How do I
work with an influencer? What are the steps? And so, I thought, you know, what a great
opportunity. Let’s get you on the podcast and let’s ask you, being an influencer. Let’s
put you in the hot seat around how do we do this. So, let me just dive into my first question
for you. And that is really quite simply, like what makes you post about a brand that
someone ask you to post about? Steph Pase [00:04:49] So, basically with blogging,
there’s obviously different parts to it. So, when you kind of, and I’ve had to learn this
along the way because as I’ve said, I had no idea about this could even become an income
or a job. But I started from a place that I just literally wanted to connect and that
is my purpose. And that’s always what is going to drive my passion for my blog. But basically,
depending on the scale of your blog, you basically get dm’s, emails. I get a couple hundred a
day and it’s really about knowing what products you already use or if it’s, say, that’s a
charity or something that really connects with my purpose, something that fits into
my lifestyle. If it’s something like I don’t know, some hobby or something that I’m not
really into. So, for me, I’m not a green thumb. So, if someone wants me to promote, I don’t
know, it’s something to do with plants. I’m not going to do that. And just things I’m
not really passionate about. Like, you know, I love helping people keep their houses tidy
and clean and organised. So, I work with a cleaning brand that I use. And that just fits
in with my lifestyle and that contributes to my purpose, which is helping people keep
organised. So, it’s basically like that. And then, when you are a smaller blogger, you
can do exposure in exchange for product. So that’s called contra. So that’s where that
is. And then, when you become a little bit bigger than, you know, these posts do become
your bread and butter. It helps support your family. So, it has to number one, be a genuine
connection; number two, fit into my lifestyle. And then, number three, that is part of my
income as well. Flori Pyke [00:06:23] Yeah. OK. Got it. And
what about from a brand standpoint, like so when they are reaching out to you to post,
what’s a reasonable ask, I guess? And I guess that comes back to the size of your following.
But I mean, is there something that you prefer to post about, like whether it be like a discount
code or a giveaway, like is there some preference that you might have in terms of what to the
actual logistics of the ask and the post? You know what I mean? Steph Pase [00:06:54] Yeah, definitely. I
think that really does come down to the product. I would definitely say in terms of a functional
product, so say as I said the cleaning product. Using stories is a really good way to show
off a product that’s not necessarily like something to look at but more show its purpose.
Whereas in terms of fashion, you could definitely team up a post with stories, but things that
you really need to demonstrate to your followers. That’s something that needs to be in a story
or could be Instagram TV video. But I think definitely making, I really like being part
of deciding on the content. Usually, so it depends on the influencer themselves, but
I really like, you know, usually the influencer, they should know what works best for their
blog and their audience. So, a lot of brands will ask me, what do you think will get the
most effect for us with our product. So, it usually could be a story and a post. It could
be a giveaway. So, say, if you are a brand that wants to grow your Instagram following,
doing it give away with that influencer is really going to help boost that. And it kind
of got to be mutually beneficial as well. But obviously that influencer has to host
the giveaway, put that time towards it. So, it’s definitely something you need to discuss
with them and see what they think works best for their audience. Flori Pyke [00:08:08] Yeah. OK. That makes
sense. So, it really is in a nutshell, just to recap, I guess like a case by case basis.
There’s no hard rule here. There’s no like line in the sand. It’s about, you know, working
together with the influencer to find something that works for them. OK. Got it. Now, with
one hundred and twenty-four thousand followers, I have a question for you. When it comes to
brands reaching out to you, what percentage would you say of things that you receive would
you end up posting about I suppose? Steph Pase [00:08:38] Well, I think I would
turn down at least 98 to 99 percent of, and that is because, obviously because I’ve been
established for a couple of years now, I’ve already got… with me, I like to have a long-term
relationship with a brand. I want to help every month to get their brand out there and
they fit into my lifestyle. So, I definitely know and I don’t really give out my details
to many brands so they can send me stuff. As I said, like I’m an organisational person.
I don’t like clutter. And if I do, I actually put packs together and I go around my local
area and I give them to mums that need them. So just I don’t like… [Flori says “Oh, that’s
nice.”] Yeah, I don’t like items going to waste, but I definitely would turn down, like,
98 to 99 percent. And even before that, and that’s honestly as a brand, that’s what you
want. You want an influencer that is genuine. You don’t want, say, if you’re haircare brand,
you don’t want to you know pay an influencer promote your haircare product. And then, once
that’s done, the next month, you have a look and they’re promoting another brand. [Flori
agrees] You want an influencer that’s genuine and that fits in with your branding as well.
That’s really important is in all of this, as much as you do want to cater for the influencer,
you need to realise that you need to make sure that you are choosing the right people
for your branding. Do you want this person to represent your brand? Who is their main
audience? You need to make sure it actually is catering to your brand. So, say if you
want to reach out to mums, obviously, make sure that’s their audience as well. Unfortunately,
I know that there can be people that can buy followers as well. That’s something you need
to look as well. Look at their engagement. See if they’re actually really connecting
with their community. And then, if you can see that, that’s a really good sign. Flori Pyke [00:10:18] Yeah. No. I think that’s
a really good point that you make, because I’ve definitely, it’s so true. I think we’ve
all seen that. You know, you’ve been scrolling in the feed. All of a sudden, it’s like, whoa,
how did that person get to fifty thousand followers? And then, the next thing you see
is like a post that popped into the feed and you know, not one comment, not one, you know,
might have a couple of likes or what have you. But my point is, that’s exactly right.
They’re probably purchase followers. Now, just building on this, you know, the percentage
of brands that you post about. Was this the same for you when you were, you know, smaller,
when you had, I don’t know, 20, 30, 40 thousand followers? I guess I’m trying to, for our
audience, for them to ascertain like, you know, I would guess and I’d love to get your
insights on this like that an influencer would be more likely to post about you being more
at a micro level perhaps, doing a bit of contra maybe. I’d love to hear your views on that. Steph Pase [00:11:15] Yeah. Definitely. I
think and that’s a lot to do with, you know, you are actually going to be able contact
them with. Unfortunately, if you DM a larger influencer, we don’t always see that, unfortunately.
[Flori agrees] So, it is good to, so if you did want to work with a large influencer,
definitely, I would probably email. That’s the best way. Sometimes in their bio, it might
say the best contact. Yeah. But definitely with micro-influencers. It also will help
with your budget. So, if you don’t have a large budget to work with, micro-influencers
are really good. And you know, they might, they obviously might not, they might get maybe
half the amount of offers, if not, maybe a little bit less. And, that is going to give
them more time to dedicate your brand as well. Flori Pyke [00:11:57] Yeah. Yeah. OK. Now,
when you decide that you’re gonna post about a brand. So, someone reaches out to you. They
email you in your case because you’ve got a lot of followers and you say, “yep, that’s
the right fit.” You know, you work out the logistics of what you’re going to post and
how it’s gonna happen, what happens? Like do you put some sort of contract in place
with someone before posting about them so that everyone understands the terms and conditions? Steph Pase [00:12:25] Absolutely. And this
isn’t always done. I think it’s really important just because you want to both parties need
to know what the guidelines are, what they’re both agreeing to, because through and unfortunately,
a lot of these talk like spoken through DM and that can get messy. [Flori agrees] So,
even just offer, just do you want to have a phone call? I think having that more human
connection’s really good. I really love being able to Skype or have a phone call with my
brand just so I can have a good chat, know the person behind the brand as well. I think
that’s important, but definitely no matter how small you are. I think it’s just a really
good idea. And that’s going to stop any messiness happening later on. I hear about it a lot.
It’s happened to me before. Where, you know, I’ve thought OK I’m gonna do this. And then,
they thought maybe I was doing something else. So, it’s good just to know where you’re both
at and you can both have the guidelines. So, say, if you want to make sure they mentioned
something or if there’s a certain hashtag, you put all of that in the contract. Flori Pyke [00:13:19] Yeah. I think I totally
agree. And, I also think that the benefit, right, of putting together a contract because
we’ve certainly worked with different affiliates, right? So, the benefit of that has been that,
you know, 12 months down the track when we want to work, tap that affiliate again on
the shoulder is that we’ve got everything in writing. So, we know exactly, you know,
what the payment terms were. We knew exactly what was expected of them, what was expected
of us. And, it just keeps everything really clean and organised if you decide to work
again as well together. OK. Great. Now, who provides that contract, though? Would you
suggest that the brand themselves provide it? Steph Pase [00:13:59] Yes. So, I pretty much
always, I don’t think I’ve ever had to really come up with a contract. It’s always been
the brand. Some brands might have certain payment conditions or they might take two
months, a week or whatever to pay you. That’s just good to put that in so the influencer
knows when they expect their income to come in. Me, I definitely would just have like
a nice template that you’ve got and you can fill it in from them and make it really quick
and easy. And as you said, you can always refer back to it to know how that certain
influencer might like to work. Obviously, things change, but it’s just good to know
have like that backup there. Flori Pyke [00:14:30] So, let’s pretend we
got the contract in place. You post about the brand. So, what kind of an impact or results
can that brand expect to have from your post? Steph Pase [00:14:43] Well, that really depends
on the influencer or depends on the scale, depends on the community. I’m very engaged
with my community. I found that we get really good results. It just depends on, you know,
what they’re posting, what the product is. But, generally, like the brands I work with,
they make back plus a lot afterwards, which is great. And that’s what I want. I want it
to be mutually beneficial for both of us. And, I really do put my heart into everything
and I definitely would never promote a brand I don’t genuinely love. And I think, you know,
your followers are going to see that if they think you’re just fluffing on about something
you don’t really care about. I think they’re gonna know. So, I think just that keeping
being genuine and also just expecting that result to you know, it’s not going to probably
happen all in one night. It’s going to take a few days. People think about it. Having
your discount code is a really good way to gauge the success as well. But also remembering
that you probably will gain quite a lot of followers, which is good, and that’s future
customers as well. And people are going to come back to your store a bit later on. Flori Pyke [00:15:42] Yeah. I love that you
made that point about the discount code, because I had a little point here that I wanted to
talk about, too, which was exactly like for those of you who are listening who, you know,
have worked with influencer or are thinking of approaching an influencer. I think it’s
so so important that you create some sort of mechanism to track whatever it is that
you are going to be promoting with that influencer. So, like you said, you know, if it’s the discount
code or if it’s a special link or something, you need to be able to track that. So that,
exactly, at the end of the day, you can say, right, you know, I invested however much in
this person. And, after six months or however long is the measurable time frame I made this
much money back. You know, this is my return on investment and I just think that’s fundamental
because otherwise, you’ll be floating in the unknown of whether it’s been effective or
not. Steph Pase [00:16:34] Yeah, that’s it. Definitely
having, yeah, that’s something to gauge off for and you can figure out which influencer
did really fit well into your brand as well. Flori Pyke [00:16:43] Yeah. Now, I also wanted
to ask you like my guess is that you would receive… Actually, here’s a question, how
many requests would you receive in an average week, I suppose, from different brands? Steph Pase [00:16:56] It’s hard because now
I got bigger. I actually have a manager now because unfortunately wasn’t able to keep
up with it. On an average day, it could be anywhere between 80 to 200 a day. [Flori says
“Woah, I was not expecting that.”] Yeah. Yeah, it’s quite big. But that’s why I say look,
I literally turned out like most like. You’ll probably say I work with the same brands every
month because I genuinely love them. I love having a long-term partnership with people
that works well for both of us and I’m using them anyway so it kind of makes sense. But
yeah, like on a larger scale, but say back when maybe I was like twenty thousand, you’d
still receive maybe like, it depends again on the community but 30 to 100 a week I reckon.
At twenty thousand, I think that’s what I was getting. Flori Pyke [00:17:40] I think you’re probably
and correct me if I’m wrong, but probably a bit of an exception too because you’ve got
the blog. So, it’s like, you know, I’m thinking from brand’s perspective, you versus an influencer
with no blog. Obviously, I would be most interested to connect with you in the hopes that you
might do a review, for instance, at twenty thousand followers on, you know, the lipstick
I sent you or what have you. So, there’s more touch points going out there. Do you think
I’m right? I’m correct in saying that, like, you almost have a hotter prospect from an
influencer standpoint, for that matter, would you say? Steph Pase [00:18:17] Yeah. I think it also
depends on each case. But like, if you could see that person is really active on that blog,
because obviously there is a lot of people that have blogs but that don’t upload very
much. [Flori agrees] But yeah having a look at what they have to offer and saying all
the free content that they’re giving to their readers. So, with me, I love to, I’ve put
out so much free content just to help people. And I think that kind of shows that I’m there
to serve and if not entertain, I’ll try to with my husband. But yeah, I think it can
definitely be a really good addon even if they have a really good YouTube channel. YouTube
is really big and that reaches like a whole different audience as well. [Flori agrees]
But some people you’ll find, some people are like either a YouTube person or Instagram
person genuinely. So yeah, it is good to see if they have any addons that they could offer
you for other content. Flori Pyke [00:19:04] Yeah. Yeah. Definitely.
OK. So what about… and this is I suppose from a personal standpoint and quite interested
in this question that I’m going to ask you because I interviewed someone else on the
podcast recently in PR, and she was talking about, be persistent, like don’t until you
get a hard no, be persistent. And, I guess I wanted to ask that of you as well like are
there brands that are persistent and does persistence ever pay off? If and when they
fit in with your lifestyle and, you know, your ethos? Steph Pase [00:19:39] I think it definitely
can. Obviously, the language you’re using is very… [Flori says “of course”]. Yeah.
For me, actually that it did, because at the time this makeup brand I work with now, I
have been working with them for nearly two years now. But when I first started, they
have always supported me. They wanted to work with me from the start. But at that time,
I was collaborating with another makeup brand that I was working with. And at the time,
so obviously I was like, you know, seeing how it goes with these guys. But with the
original makeup that I was working with, I, after a while, I was like, you know, it’s
a bit pricey. I don’t know if this is going to fit with my lifestyle. And, I think they
chased me for maybe eight months to a year, just kept checking back in. But the way they
did it was very polite and soft like they weren’t too full on. They were like, “hey
hun, just want to see how you’re going? Let us know whenever you want to give us a try.”
And I think the fact is, when you reached out to them, make sure you offered to let
them actually try the product. You have to make sure they love it. [Flori agrees] With
me, I don’t promote anything until I’ve tried it for at least a month or so, because you
really do need to get to know the product to make sure you love it. There’s been so
many times I’ve tried products and I’ve just politely emailed the brands that, you know,
it doesn’t fit into my lifestyle and I’ve sent it back and I won’t promote that because
I want to be 100 percent in love with the product. But yeah, I think you can be persistent.
As I said, just go for like a softer approach. Just let them know that you genuinely support
them and their platform and then hopefully in turn they can actually see that and then
make the time to promote your brand. Flori Pyke [00:21:10] Yeah. Yeah. No, I love
it. OK. Thank you. Well, that’s been super informative. So, thank you so much. So, Steph,
where can people find out more about you? Like give us your links and what not so our
listeners can tune in to you know, plug into your blog and whatnot if you can let us know
where to find you that be great. Steph Pase [00:21:27] Yes. So, my Instagram
is justanothermummyblog. And then also my blog is justanothermummyblog dot com. I also
have my organisation planners that are out now, which is at Steph Pase Planners. Flori Pyke [00:21:39] Love it. I was checking
out your planners earlier this weekend. For someone who also likes a bit of organisation,
I was high vibing looking at all those checklists and to-do lists. It was totally up my alley.
So, yeah, I highly recommend checking those out. Now, we always have, we end each podcast
with a bit of a parting thought from our guest. And, I’d love for you to share a bit of a
parting thought. Maybe when it comes to influencer marketing, but also maybe just, you know,
business in general and some advice that you have for our listeners. Steph Pase [00:22:12] I think from, so this
would be to brands and if you have a product, don’t be afraid to show the person behind
your branding. People want to buy from other people. So, don’t be afraid to show them behind
the scenes and the process that goes into it, because people really love that human
connection. Flori Pyke [00:22:29] I think that is such
a great note that you’ve just added. And, it’s something that I really agree with. Steph
and I shout from the rooftops regularly that people buy from people. They don’t buy from
logos or brands that they don’t know of. So, I really love that. Thank you. Now, thanks
so much for coming on today, lovely. It has been really fun to have you on and super informative.
It’s certainly opened my eyes. So, thank you. Steph Pase [00:22:56] Awesome, thank you so
much for having me. Flori Pyke [00:22:58] Love it. All right,
ladies. That is a wrap. And as always, remember to elevate your business game.

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