Full transcript
0:00All right, guys. What is going on? We uh
0:03I say we uh that's a good point. I say
0:06we. We are joined
0:09by none other Welcome to the vlog. Then
0:11Hugo. Welcome to the vlog with his pug.
0:15With the pug. The pugly boy has joined
0:17us. The pug is called what's the pug
0:19called? Winston. Winston the pug has
0:21joined us for today. So we've got
0:22Winston and the pug and we're going for
0:23a little swim as usual. Off to the beach
0:25to fire up the signapses for the day.
0:28Yep. And I'm excited to have Hugo on
0:30today because I think this is a good
0:33time to cover our influencer strategy
0:37and where it's going, but also I think
0:39we should talk about what we have done,
0:42tried and tested in the past and what's
0:45worked and what hasn't worked as well.
0:48We did a lot of campaigns within um
0:51obviously the sort of trigger fight 1.0
0:55to varying degrees of success actually.
0:58That's the um that's the interesting
0:59thing like influencers who you thought
1:02maybe wouldn't perform super well
1:04haven't and some people have done really
1:07well but with much smaller following
1:08their posts have really flown. So it's a
1:10bit of a challenge to kind of predict
1:12what you're going to get from
1:13impressions and and traffic. But what we
1:16definitely do see is what when we are
1:17running these campaigns and we run them
1:20with content that doesn't look so
1:23obviously like an advert. So typically
1:25like within a sort of workflow with some
1:27other tools and how people can action
1:29the data then that seems to do much
1:31better um and people kind of I think
1:34it's smell a wrap if it's just a sort of
1:36pure single product sort of uh promotion
1:40whereas if you start if you try and sort
1:42of encapsulate it within sort of a
1:44workflow show them how to action the
1:46data maybe talk about the messaging all
1:48of that kind of stuff then suddenly
1:50those posts do way better both from an
1:52engagement perspective and then also
1:53from a trial
1:54So that's where we're at at the moment,
1:56but we are obviously moving away from
1:59the sort of workflowesque world. Well,
2:02we aren't we are we aren't well moving
2:04away from the sort of lead gen and kind
2:05of going more into the marketing side of
2:07things. And so the challenge now is
2:09figuring out what influencers make sense
2:13for us um and what like who's going to
2:16get the best results. Yeah. Um and
2:18really just trying to figure all of that
2:19out because that's an entirely it's an
2:21entirely new approach.
2:28some strategy. All right. You might not
2:31be able to hear me over the wind, but
2:33this is the seaole. You can see the
2:36wall. There we go. That's the wall.
2:39That's the sea. That's the sea pool.
2:42It's incredibly windy. We're going to go
2:43for a swim. And Hugo is going to discuss
2:46influencer strategy. I'm sorry it's so
2:48windy.
2:52[Music]
3:06So finding an influencer is a challenge
3:09because many of them have strong
3:11engagement but your core audience is
3:13lacking on their content. So what you
3:15need to do is like monitor their
3:18profiles over extended period of
3:22time and make sure that the audience
3:25that
3:27you're the audience that is engaging
3:29over a long over a longer period is
3:32exactly who you want to be targeting
3:34because you can spend a lot of money on
3:36high engagement and get no results.
3:37Thank you so much. Goodbye.
3:41Uh, I don't know if you heard a word of
3:43that, but the thesis was don't go after
3:46people that get high engagement. Go
3:48after people that have the right core
3:51audience for you, because otherwise
3:54you're going to spend a lot of money on
3:55people that just get a lot of likes with
3:57the wrong audience. Right. I was just
3:59saying, um, I hope you enjoyed, by the
4:01way, that little monologue of Hugo in
4:03the pool. Nice and chilly. Nice and
4:05chilly. I know we're talking about
4:07influences, but I was thinking about
4:08like vlog ideas and I think content
4:13strategy and what we're doing here and
4:14stuff like that is really good for SMBs.
4:16So, you know, any company from like
4:19preede to maybe
4:22maybe series A and then and then I think
4:25it gets quite hard to get into the
4:27series B to D realm with content. Now, I
4:31think word of mouth and stuff like that
4:33will help and it is possible, but I
4:35think it I guess what I'm saying is
4:37harder to make like a um
4:41it's harder to get through to these
4:42people. I think it takes a lot longer.
4:44Yeah. Once they're at a certain level,
4:47they're not sitting there scrolling
4:48through LinkedIn. Well, some might be,
4:51but I would say a lot of them are not
4:52sort of sat there sort of consciously
4:55ingesting content on a regular basis.
4:57Um, and so how do you kind of break
4:59through to these people? Yeah. And uh,
5:02we think events. Events is potentially
5:04one we've done one. We did SAS stock
5:07last year. Go watch the vlog if you
5:09want. Um, that was a good vlog that one.
5:11That was a good vlog. Um, great
5:12marketing stunt, which you'll learn all
5:14about if you watch the video. But um,
5:16and we got some good some we got some
5:18good inbound and conversations going off
5:20the back of that. Um, with some pretty
5:22decent companies. And I don't know. I
5:24don't know if I would do a stall again.
5:26I don't know. The store is a bit this is
5:28expensive. Like I that's what I would
5:30try and find a way of like doing some
5:32stunt at an event that just gets to the
5:34attention. Well, we turned up and we
5:36spent what we thought was quite a lot of
5:37money on a stall and we turned up and it
5:39was this I mean we're talking it was
5:41like this wide. [ __ ] tiny. It was so
5:45it was so tiny. Yeah. Um, but it kind of
5:48doesn't really matter like but I think
5:49like sponsoring like a night or like you
5:52know free booth something like I think
5:54that's going to get people's like like
5:56doing an activity something a bit more
5:58engaged more engaged and then people
6:00like I don't know like I think you could
6:02really do events in a different way this
6:06day and age um than just having like a
6:08big stool. The challenge I also found
6:11with the event was that
6:12the there's a lot of people just
6:15everyone's just trying to sell to
6:16everyone. Yeah. It's just a cluster and
6:19so that like you know so how many
6:20convers you have to speak to a lot of
6:22people to get like one good conversation
6:24and how many people are speaking to you
6:25just because they want to then pitch.
6:27Yeah. And they just want to like reverse
6:29pitch you. Yeah. Um, and so no one's
6:32really like we I did a lot of followup
6:33for like other companies that were there
6:36and no one no, we just did the dance. So
6:40we were just was like, well, I'll sign
6:42up if you sign up kind of scenario. Um,
6:45you get a lot of people kind of walking
6:46around and just kind of looking and all
6:47the rest of it, but who are kind of more
6:50who you want to talk to. It's tough
6:51though, is it? It's tough to work out
6:52how to get in. Nothing comes easily with
6:55with the right ICP because like we're
6:57also now marketing but we're also
6:59product and we're also sales. So while
7:01the the tool is I think in a is in a way
7:06more sellable state because it's way
7:07more applicable to different departments
7:09and different solutions. It actually
7:11becomes a little bit more of a headache
7:12thinking about it. and thought about
7:13this from a marketing perspective. So we
7:16need to work out what gets traction
7:17because if product side gets more
7:19traction then you know do you push that
7:22harder like what do you push when you
7:24have like a multiple solution or
7:25multiple use case product? Yeah. Any
7:28thoughts would be welcome on that one.
7:30What do you push?
7:33Yeah cuz you can't push all three. Well
7:35you can but you you need bigger team and
7:38we're not that big. So yeah, and you
7:40want to you want to have a scenario
7:41where you're known for doing like one
7:43thing one thing well. One thing well. Um
7:45and if you spread yourself over three,
7:48suddenly you're kind of the jack of all
7:49trades, but doesn't do doesn't go that
7:51deep into any one thing. So I think
7:53that's what we got to be super careful
7:54of with with all of this. Um but
7:57viewers,
7:59my faithful followers who stuck through
8:01this video for the last 6 minutes or
8:03however long it's been. Pier has got
8:05some serious editing to do. Pier has got
8:06some editing to do. give us some s
8:09suggestions. What
8:12uh what do you think we should do? How
8:14do you think we should penetrate the
8:16marketing kind of
8:18realm? What marketing strategy should we
8:20do? Maybe also how should we do it with
8:23product? We're pretty good with sales.
8:24We've we've made a good impact there,
8:26but how do you think we should do it
8:27with product? How do you think we should
8:28do the marketing? Are there any
8:30strategies that we should stay take? We
8:32like bold bold strategies.
8:37Um, so all thoughts are welcome.
8:46[Music]
8:50Yeah, my Jesus.
8:52Put this in the vlog.
8:55I think from a brand reputation
8:56perspective, that might be a bit
8:57challenging. But you should say, "Thanks
8:59for the mention." Yeah, but you like
9:00people and then put here's the here's
9:01the tag to to check out trigger fire or
9:03something like that. You could do a
9:05little bit more passive aggressive than
9:06And thanks for tagging at tree. So I'm
9:09gonna put I just try to find the post.
9:13Yeah, here it is. This one. No one's
9:15even commented on it. You're going to be
9:16the only one. Oh, don't do it if you're
9:18the only
9:19one. Maybe you could brand yourself as
9:22the angry CTO. I think that would be
9:23quite like like the like the sales
9:25cowboy I sent you. You could just be the
9:27angry CTO. But the good news, guys. Oh,
9:30no. Not no sorry.
9:33No, sorry. It's not good news.
9:37By the time I got back to the gym last
9:38night, I couldn't send a email, so I
9:42scheduled it for this morning. So, just
9:43watch when that hits. Why are you the
9:45way that you are?
9:4810 quid off of Amazon. Get get loads of
9:50angles.
9:53Unfortunately, I'm required to be in
9:54London and we quite like where we live.
9:56And then me and you can pump this out as
9:58parenting. You could have an office
10:00halfway between here and there. Are you
10:02not sleeping with Maisie? Yeah. Yeah.
10:05Oh, but you're not though. Are
10:08you going to do a video before this?
10:15Check your bed.
10:24Oh, doing a video of us ping bananas.
10:28They've recovered $1,200 for us in the
10:31last 30 days. That's good. Wild. Yeah.
10:34It needs to be it needs to be simple. So
10:36like the three use case pages are sales,
10:39marketing, and product basically. And
10:42like the crux of it, right? The very
10:44hybrid version of like value is product.
10:48you can listen to, you know, millions of
10:51posts and get user feedback at scale to
10:56shape your road map. Okay? And then we
10:59can you can obviously flesh that out.
11:00But that's like the the overarching
11:01value that you get from it. Marketing is
11:03it's basically what I said in the vlog,
11:04right? Which is brand advoc brand
11:07advocacy, competitor intelligence, and
11:09creating signals out of the noise that
11:11is social media. And then you can arm
11:13that information to the relevant
11:14departments if you want to. And then
11:16sales is obviously what we already know
11:18which is pre-intent uh social data on um
11:24finding people that are interested in
11:25certain topic areas, right? And that's
11:27creating the relevancy for the sales
11:28person to reach out to. All right,
11:32so you all know this one. We've been to
11:34this beach a few times. The nice thing
11:36about working with uh people that you
11:38like, you can just hang out with them
11:40and families can hang out. Hit the beach
11:42and swim. Hit the beach and swim. But we
11:44were talking yesterday about influences
11:46and one of the questions that I thought
11:48that would be good to to chat about was
11:51the campaigns that we have coming up and
11:54how they're going to differ from the
11:55campaigns that we perhaps done with
11:59influencers. Actually, before we do
12:01that, do you recommend people start
12:03trying to find free people to post
12:07or go straight into paid?
12:10So, there's two. We've we've done a bit
12:12of both. You hold the camera. Here we
12:14go. I'm going to throw the throw the
12:16throw the toy for the dog. Should we do
12:18it with a nice setting? There we go. So,
12:20we've done a bit of both um when it
12:22comes to influencers. So, it's been a
12:25fair amount of free uh exchange for the
12:27tool and we've done paid as well. And I
12:29think what we found with campaigns that
12:31are giving customers um giving giving
12:34the product away for free is that often
12:36these c these these influencers will
12:38turn into customers. They're much more
12:40bought in and actually like testing the
12:41tool because they've been given that's
12:43that's their that's their reward. And so
12:45they're much more bought in and actually
12:46try testing the tool, implementing it,
12:48and then potentially becoming a
12:49customer. With paid with paid
12:51influencers, you're obviously getting
12:53higher engagement. You're getting more
12:54people um like seeing who you are. the
12:57influencer themselves may not be as
12:59bought in just because obviously it's
13:00it's more transactional in terms of the
13:02act in terms of what they're doing but
13:05you know with the right influencers and
13:07you know paid paid obviously you can get
13:09really really good results for sure and
13:11I think it's just a case of making sure
13:13that the audience that they have are
13:15exactly who you want um it's very easy
13:18to kind of get sucked in by influencers
13:20who have big engagement who look quite
13:21shiny on the surface but actually aren't
13:24really going to convert and aren't
13:25really going to going to give you
13:27give you the results that you need.
13:43[Music]