Stop The Scroll w/ Brianna Doe

In this episode, host Brianna Doe interviews AJ Eckstein, founder and CEO of Creator Match, a LinkedIn creator marketing platform. AJ shares his insights on the untapped potential of LinkedIn for influencer marketing and how brands can leverage it to drive growth and build successful partnerships.

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Best Moments:

(00:34) AJ Eckstein's background and why he chose to focus on LinkedIn for influencer marketing

(01:02) The perception of LinkedIn influencer marketing among brands and creators

(04:26) The organic growth of Brianna's LinkedIn following and the lack of brand deals initially

(05:02) AJ's perspective on LinkedIn's limitations in analytics and the need for better tracking tools

(08:13) The value proposition of LinkedIn influencer marketing for B2C brands

(10:08) The importance of understanding customer acquisition costs and lifetime value for LinkedIn campaigns

(12:54) The benefits of whitelisting creators' content for paid ads on LinkedIn

(14:15) The need for creators to negotiate usage rights and compensation for whitelisted content

(16:07) Brianna's excitement about LinkedIn's thought leader ads and their potential for marketers and creators

(18:36) The challenges of getting accurate analytics and reporting on LinkedIn campaigns

(24:56) Common mistakes brands make when starting with LinkedIn influencer marketing

(29:33) Working directly with marketers or leadership teams for influencer campaigns

(32:34) The importance of investing in longer-term partnerships and the ideal length

(35:38) Final thoughts and advice on building impactful, long-term influencer partnerships

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Guest Bio:

AJ Eckstein is the founder and CEO of Creator Match, a LinkedIn creator marketing platform. His mission is to unlock the untapped potential of LinkedIn, foster trust, increase awareness, and drive conversions for marketers, helping them build impactful and successful brand campaigns.

In this episode, host Brianna Doe welcomes Casey Hill, the Senior Growth Marketing Manager at ActiveCampaign, to discuss building an influencer marketing program from the ground up.

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Best Moments:

(01:16) Casey shares insights into how he started building ActiveCampaign's influencer marketing program

(02:03) He explains the compensation model they used, involving cash, affiliate commissions, and free software accounts

(04:12) Casey discusses some challenges they faced, such as assuming all audiences were identical across channels

(06:23) He talks about the importance of understanding what the influencer can control in terms of driving conversions

(08:34) Bri asks if ActiveCampaign required influencers to have used their product before partnering with them

(11:22) Casey shares his perspective on the importance of building long-term relationships with influencers

(13:14) Brianna asks about the size of ActiveCampaign's marketing team

(15:40) Casey discusses the challenges they faced with influencer marketing platforms and finding relevant influencers

(19:46) He differentiates between performance-oriented, asset promotion, and brand awareness campaigns

(26:45) Casey explains their approach to negotiating with influencers, focusing on bundling deliverables rather than just negotiating the price

(30:47) The importance of building long-term relationships with influencers

(33:12) Casey shares an interesting trend he's observed with brands boosting influencer posts

(35:37) Brianna highlights the value of renewing contracts and building long-term partnerships with influencers

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Guest Bio:

Casey Hill is the Senior Growth Marketing Manager at ActiveCampaign, a SaaS solution for personalized email marketing, automation, and sales engagement. He has been instrumental in building ActiveCampaign's influencer marketing program and shares his insights and learnings from the process.

In this episode, host Brianna Doe discusses the pay gap between white and black creators in influencer marketing among other industry hot topics.

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Best Moments:

(01:48) Qetsiyah shares the results of a poll she conducted on LinkedIn, revealing that many people of color are the only ones on their marketing teams

(06:37) They discuss the impact of being the only person of color on a team and the responsibility that comes with it

(09:23) Qetsiyah shares her thoughts on the Tarte x Fanita controversy and the brand's history of ignoring people of color

(14:32) Brianna provides context on the Fanita situation and her criticism of the pay gap between herself and other creators like Alex Earl

(19:51) They question whether Fanita is the right person to lead the conversation about the pay gap, given her divisive approach

(24:19) Brianna asks about finding a middle ground when creators quote vastly different rates for the same campaign

(28:18) Qetsiyah shares her final thoughts on paying creators fairly, educating oneself, and being sincere in addressing diversity

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Guest Bio:

Qetsiyah Jacobson is the founder and head of social at Coachella Studio, where she builds community-focused brands for founders, creatives, and startups. Known for her expertise in community and influencer marketing, Qetsiyah is passionate about promoting diversity in the industry.

Website: https://www.kokelastudio.com/
LinkedIn: https://www.linkedin.com/in/qetsiyahjacobson/

In this episode, host Brianna Doe interviews Tobi Oluwole, CEO of Magnate, about Tobi's approach to aligning brand partnerships with his message, leveraging LinkedIn for influencer marketing, and content creation as a founder.

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Best Moments:

(01:33) Tobi explains the origin of the name "Magnate" and the concept behind his company

(02:53) Tobi's approach to choosing brand partnerships that align with his message

(05:02) Differentiating between great and not-so-great brand partnerships

(08:03) The value of top-of-funnel awareness rather than bottom-of-funnel metrics like sales

(10:03) The potential of LinkedIn as a high-intent marketing channel for founders

(13:14) The importance of founders building their personal brands to drive traffic and trust

(15:17) Tobi's advice for founders starting to create content on LinkedIn

(17:38) Leveraging LinkedIn connection requests for lead generation

(18:44) The rise of video content on LinkedIn and Tobi's thoughts on it

(21:02) Standing out on LinkedIn amid perceived saturation

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Guest Bio:

Tobi Oluwole is the CEO of Magnate, where he helps founders and entrepreneurs build profitable businesses through LinkedIn content. As a creator who has generated over 200,000,000 impressions on LinkedIn, Tobi partners with brands to create content that aligns with his message and audience.

Website: tobioluwole.com
LinkedIn: https://www.linkedin.com/in/thetobioluwole

In this episode of "Stop the Scroll," host Brianna Doe welcomes Lloyd George, a talent manager at Agency Cliquish, where he creates a roster of Black tech and gaming talent, and a content creator himself.

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Best Moments:

(02:06) Brianna and Lloyd discuss the pros and cons of creators publishing video content on LinkedIn

(07:17) They delve into the negotiation process for video content creation and brand partnerships, touching on criteria like revisions and compensation

(14:14) Brianna brings up Lloyd's openness about his influencer journey and revenue, leading to a discussion on the micro vs. macro influencer debate

(21:22) Lloyd shares his controversial thought on how enough micro-influencers can potentially skew the perception of a product being the best in its space

(24:13) Lloyd emphasizes the importance of brands building authentic relationships with creators, even those they may not be working with currently

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Guest Bio:

Lloyd George is the talent manager at AgencyClickish, where he creates a roster of Black tech and gaming talent. Outside of work, he is also a content creator himself, focusing on LinkedIn as his preferred platform.

Interested in Lloyd's newsletter? Check it out!

In this episode, host Brianna Doe interviews TikTok creator Hanna Goefft, better known as Hanna Gets Hired. Hanna shares her journey into content creation, building her personal brand, and partnering with brands. Listeners can expect to learn tips for overcoming fears around putting yourself out there online, best practices for working with brands as an influencer, and advice for building your own personal brand.

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Best Moments:

(02:09) Overcoming the fear and intimidation of creating video content, building confidence through repeated action, and dealing with negativity/criticism

(09:47) The creative process behind Hanna's content creation and how it has evolved over time

(12:51) Advice for creators wanting to try short-form video content like dealing with the mindset challenges and exposure therapy

(17:46) What Hanna looks for when partnering with brands — providing value to her audience, campaign structure, brand goals, creative freedom, budget

(32:12) The importance of personal branding and putting yourself out there through content creation

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From Me, Bri:

If this podcast is influencing the way you think about marketing campaigns and influencer marketing, PLEASE go rate and review Stop The Scroll.

This helps us bring on even better guests, land sponsors that help us to upgrade the podcast, and CLIMB THE CHARTS!

In this episode of Stop the Scroll, host Brianna Doe interviews Alex Boyd, co-founder of Aware, a LinkedIn analytics and engagement platform. They discuss strategies for building thought leadership on LinkedIn, using creator marketing for demand generation (this idea was really cool), and tips on growing YOUR personal brand and company brand.

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Best Moments:

(06:17) How Alex built his personal brand on LinkedIn over 5+ years by sharing his knowledge and experiences

(08:53) Advice for getting senior executives to buy into thought leadership on LinkedIn

(14:02) Using LinkedIn ads to supplement organic thought leadership content

(20:55) Transitioning from "influencer marketing" to "creator marketing"

(23:00) Aware's creator marketing program structure - no fixed fees, 30% lifetime revenue share

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Guest Bio:

Alex Boyd is the co-founder of Aware, a LinkedIn analytics and engagement platform used by over 1000 brands. He has grown and sold agencies previously and is now focused on angel investing.

Interested in using Aware? Here's my affiliate link!

In this episode of Stop the Scroll podcast, host Brianna Doe discusses a recent influencer marketing event she spoke at hosted by Sprout Social called "Under the Brandfluence". She breaks down what made this event successful from the intentional speaker lineup to promotion strategies to how Sprout Social worked with speakers like herself. Listeners can expect to learn best practices for hosting their own influencer events.

Best Moments:

(01:04) Sprout Social's influencer marketing event "Under the Brandfluence" and if the event was worth it

(02:50) How Sprout Social promoted the event alongside creators, not just speakers

(03:57) How they gave speakers great audience demographics & interests + the freedom to create a great session
 
(06:24) Allowing speakers to mention other tools, not just Sprout Social

(07:10) Made it easy for the speakers to create content AND co-promote the event

In this episode of "Stop the Scroll", host Brianna Doe digs into the importance of diversity and representation in YOUR influencer marketing campaigns. She provides data showing the demand for diversity among consumers and the benefits diverse campaigns can have. Brianna then offers actionable tips for marketers looking to improve diversity in their influencer programs.

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Best Moments:

(01:57) Data shows an increasing percentage of influencer marketing deals going to racial minorities, yet there is still a significant racial pay gap

(02:32) 62% of consumers want influencers to represent diverse backgrounds, but only 22% of top influencers are BIPOC

(03:26) Incorporating diversity is good business — drives purchasing decisions, brand loyalty, higher ROI

(05:46) Don't launch campaigns aimed at minority groups without first engaging THEM in dialogue, and how Bumble learned about this firsthand

(06:31) Prioritize diversity in influencer search criteria and partner with agencies focused on diversity

(07:32) Practice equitable compensation and give them creative freedom

In this episode of Stop the Scroll, Brianna Doe and Obaid Durrani talk about how Obaid builds and perceives effective influencer marketing programs, creating media engines within companies, developing frameworks to scale content creation, and more!

Best Moments:

(01:47) The 8-part "Easy Mode" framework for enabling B2B companies to build in-house media engines

(07:52) Activating internal company creators beyond just the marketing team

(32:50) Vanity metrics are valuable and are the "first wave" of feedback

Guest Bio:

Obaid Durrani is an innovative B2B marketer who created a framework that propelled a marketing agency's growth by over 800%. He has worked with companies like Cognizant and HockeyStack to transform their marketing teams into scalable content engines.