How to set your prices as a content creator or influencer

teeshirtsOne of the hardest and most uncomfortable things to determine is how much you should be charging as an influencer. You can likely get by for a while just letting brands pitch a price to you. But eventually, if you really want to start treating content creation as a business, you’ve got to set up pricing.

 

If you think about your craft as a business, it seems simple. You’re selling something. That something is your content, voice and influence. Just like every other business in the world, your goods need a set price.

 

True, price negotiations will often take place between brands and influencers. If you want to participate in price negotiations, maybe you’d give a discount to a brand you love, then that is completely up to you. But negotiations need a starting point, and more importantly, a stopping point. Here’s what you need to consider.

 

1. Your experience

Just like any job, the more experience you have, the more money you can make. So if you’re just starting out, you probably can’t ask for the same amount as your favorite blogger who has 500,000 followers and ten years of experience working with brands. You’ve got to be realistic and fair. What would you be willing to pay you for a post?

 

The good thing about starting out low is that you can likely build your experience quickly. Reach out to brands who likely have a smaller budget, and start building your client base. Once you have a few campaigns under your belt, raise your price by 20-30%. Every time you’ve gained a substantial amount of new experience and expertise, raise your prices again until you reach your goal.

 

2. Your expenses

Based on your experience level that you identified in the step above, determine your starting wage. Your pricing really comes down to your expectations and needs. What would you expect to be paid if you were starting a brand new job in a brand new industry?

 

Consider looking at average salaries for copywriters and content writers in your area, and use that as a starting point. Keep in mind you’re self employed, you need to bake in some extra dollars for the time you spend finding your own clients, managing your own payments, making your own coffee, paying special taxes, taking a vacation now and then, etc.

 

So for instance, if entry-level writers in your state make around $30,000 a year, your starting hourly wage could be $15/hour. But you’re self-employed, so you need to bake in about $10 more an hour to get by. So now you’re looking at $25/hour to start.

 

3. Your time

Next, you need to consider how long it takes you to do your work. It’s really important to be realistic and fair. Don’t inflate these numbers, and don’t skimp on them either. If you have no idea, do some detailed time-keeping for 2-3 weeks. Record how long it takes you to write a blog, research, update your social profiles, get your readers engaged, etc. After 2-3 weeks, take an average for each task. Some gigs will take longer than others, and that’s fine. It should work out at the end of the year (if it doesn’t, you need to reevaluate your prices).

 

So let’s take our starting wage from #3. You’re currently thinking you can start at $25/hour. But most brands are going to ask for price per campaign or post. After 2-3 weeks of detailed time-keeping, you know that on average, it takes you 2 hours to research and write a blog post. So you’re starting price for a sponsored blog post is now $50. Easy easy.

 

4. Your numbers

Ultimately, brands are looking for influencers with high numbers. They’ll be more likely to pay more if you have a strong KPI (Key Performance Indicator: marketing speak for the most important metric used to evaluate the performance of an initiative or campaign).

 

They’re looking at things like your: followership, site traffic, social followers, social and blog engagement and more. If you’re numbers aren’t incredibly high yet, that’s fine. Just make sure that’s reflected in your prices.

 

Similar to the impact of your experience, start small and increase your pricing by 10% or so as your numbers gain strength.

 

Setting your prices takes a little time and research, but the good news is you have the ability to change them whenever you need to. If you think you started to low, adjust for next time. If you think your high pricing is hurting your ability to get clients, lower them and see what happens.

 

Of course, if you join Find Your Influence, we can help you figure out all of this stuff and make sure you get paid appropriately. Check it out for free.

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How to get your blog brand ready: A guide to optimizing your blog for influencer marketing

smallpicBlogs are born for a variety of reasons — to share a passion, to track a goal, to journal, to educate.What you don’t see is blogs being started for the sole purpose of grabbing advertisers’ attention (okay maybe those exist – but no one reads ‘em!). But somewhere between the first post and the 500th, bloggers start to wonder how to make their passion profitable.

 

The problem is, making the jump from a blogger to promoted blogger is a big, difficult and sometimes confusing jump! If you’re interested in working with brands, you have to first make sure that you have the type of blog that catches a brand’s attention. Here’s what you need to do:

 

Create a strong “About Me” page

 

This part of your blog shouldn’t just be a quick snippet about your love for froyo and pugs. This is your opportunity to tell brands why they should work with you. This is your chance to tell brands your inspiration, vision and purpose for writing.

 

First, make sure your “about me” page is easy to find. You don’t have to call it “about me,” but make sure the purpose of the page is clear. Then, spend some time crafting a quality post about yourself. Tell your readers why you got started, what the purpose of your blog is and your vision for your blogging future.

 

Most importantly, state that you’re interested in working with brands and include contact information. Even better? Give them links to your social sites (only the ones you keep updated and don’t mind sharing with the public).

 

This is a great way to enable brands to learn about you and contact you without having to reach out to them first.

 

Stay focused and develop a strong voice
A lot of new writers are tempted to appeal to everyone. They avoid controversy, disagreements and will include information for readers in all walks of life. This is almost always ineffective.

 

Instead, stay focused on the purpose of your blog (the things you outlined in your about me statement). Don’t stray from those topics very often. You’ll gain a more passionate readership if you show passion and consistency in your topics.

 

More importantly, work on developing a strong voice. Spend time crafting posts that really let your personality and opinions shine. This is a blog post we’re talking about — your personality is what differentiates it from an article. So learn how to express your quirks in type and try to be consistent.

 

If you’re having trouble developing your voice, or don’t even know what that really means, consider joining a writing workshop or picking up a writing development book. The prompts and activities will help you discover the power in your voice.

 

Create high-quality content only
Once you’ve been writing for a while, you’ll start to realize you can write fast. That’s a great talent — use it for good instead of evil. Don’t skimp on good research and proofreading. And try to avoid too many thrown together posts published only so that you can stay on schedule. If you want to be a highly sought after blogger, high-quality content should be your number one focus. Research, plan, write, edit, edit, edit.

 

Show an interest in marketing

 

A good way to catch a brand’s attention is to show an interest in marketing your blog and growing your readership. Luckily, the ways to do that are also beneficial to your blog. Consider adding a subscriber plugin to your blog with a strong call to action. Then, take the next step. Use your new subscriber list to launch a weekly newsletter or tips and tricks page.

 

Another great way to market your site is to do a giveaway or contest that encourages growth. Have people enter the contest by subscribing to your mailing list or sharing your post. Just make sure the item you’re giving away is closely related to your blog’s focus.

 

Build and integrate your social media profiles

 

When brands are looking for influencers, they’re looking at total reach across platforms. They might want a blogger who also has a huge social media reach and has a strong following on Facebook or who is really active on Twitter. You don’t have to be on every network. In fact, it’s probably better that you aren’t.

 

Just focus on building an active following on at least one or two social platforms  whichever ones you really enjoy using. Once you have your platforms up and running, integrate them into your blog. There are dozens of plugins and tools that will allow you to do this. Give people the opportunity to both engage with posts via social and follow you on social.

 

Don’t overlook design

 

Finally, the design of your blog really matters. If a brand doesn’t think you blog looks professional, they won’t think your professional.  Plus, brands are thinking about how their products placements will look on your site. So put your best foot forward and keep your blog design clean and profession.

 

Focus on readability — dark type on a light background, wider columns, etc. Make sure your blog is clean and easy to navigate. If you’re not happy with the free options on your blogging platform, there are dozens of sites out there offering design templates for under $100. Some of them even have free options. Themeforest is a great place to start.

 

Above all, be yourself at all times. One of the most appealing parts about influencer marketing is that brands get to connect with their customers in a more authentic way. So they’re looking for bloggers that have that authentic, natural voice. So never compromise your personality and beliefs to appeal to brands. It’s not worth it!

 

If you’d like to learn more about working with brands and our influencer marketing platform, head to Find Your Influence.

 

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Why all brands should be launching evergreen influencer campaigns

evergreen

My dear fellow advertisers, let’s face it. We’re impatient. You can’t blame us. We’re results-driven, but somewhere along the way that starts to translate as ASAP-driven. We don’t have time for anything that doesn’t show a positive ROI within weeks. And so we mosey from campaign to promotion to launch to campaign without looking at the big picture. How do all of these initiatives align? Do our customers really know what our brand is all about?

 

A lot of brands come to Find Your Influence because they want to promote a product, event or promotion. Influencer marketing campaigns are a great way to spread your messaging fast, so that makes sense. But influencer marketing can be so much more than a fast and affordable way to increase conversion.

 

Evergreen influencer campaigns are a great way to optimize your brand messaging and generate a loyal following of fans. What’s an evergreen influencer campaign? Simple. Choose a group of influencers that will be creating multiple pieces of content for your brand over the course of at least several months — regardless of whether or not you’re running a promotion. Ensure your influencers are creating some content that’s not time-sensitive. In a nutshell, that’s it.

 

Skeptical? Here’s 5 reasons you should launch an evergreen influencer marketing campaign right now.

1. Do a better job of promoting the messaging themes on your marketing calendar

 

Most brands have some form of a marketing calendar. If it’s not in calendar format, it might simply be detailed in your team’s goals and scheduled tasks. The point is you have initiatives, themes, promotions and plans scheduled throughout the entire year. So you approach each item one a time so they can exist in an easily-measurable vacuum. Wrong.

 

An influencer campaign can be the string that holds your calendar together. Your influencers will be writing content about you year long. They know your brand voice, mission and messaging, and they’ll be educating their fans with these things in mind. These influencers and their fans really get you. So you share pieces of your marketing calendar with your influencers, and they help you promote these initiatives in a natural way.

 

You can plan different content requirements for different initiatives, or you can build up to one big initiative at the end of the year. Since these influencers have been talking about you consistently, their loyal fans are more inclined to become your customers. And finally, your brand messaging stays consistent throughout the year. Your initiatives are no longer existing in a vacuum.

 

2. Develop valuable relationships

 

Managing an evergreen influencer campaign means you’ll be working with the same influencers all year. You’ll get to know them and they’ll get to know you. Even better? Their fans are getting to know you too.

 

By building a strong relationship with your influencers, you’ll likely be able ask their help to promote a product, drive last-minute reach goals or participate in your events. As your influencers write content about you, their fans slowly begin to love you. Suddenly you’re looking at not only new customers, but new brand advocates. Once they start tweeting and sharing your content, your brand message has been amplified.

 

3. Brand awareness is a slow game

 

When you’re trying to reach a new set of customers, it’s not always about direct conversion. Some of your potential customers are simply not yet ready to buy. They need more information, they need to ask their peers, and they need to get to know you. Unfortunately, brand awareness is a slow game. We marketers don’t like slow games. And how does one track the slow game?

You guessed it! With influencer marketing. Have your influencers educate their customers about your product over the course of the year, and make sure you use the same KPI with the same links or hashtag over the entire year. As your influencers’ fans get to know you, they’ll start converting, and you’ll be able to track it with your influencer marketing measurements.

 

4. Get new, shareable content every month

 

Brands are often challenged with finding enough new content to promote on social. You don’t want to rely too heavily on other people’s content because then you’re driving potential customers to other people’s websites. If you have an evergreen influencer marketing campaign in place, you’ll have a continual flow of content being generated. That’s content you can share and promote to your own fans — amplifying your reach. Your influencers will be happy that you’re sharing their content and promoting their blogs. And since you’ve provided your influencers with trackable links, you’ll still reap the benefits of sharing their content.

 

5. It’s a lot cheaper than a media sponsorship

 

Think of an evergreen social campaign like a sponsorship. You see brands sponsoring celebrity athletes, large events or even venues. Those kind of sponsorships can be extremely expensive. Influencer marketing is a lot like a sponsorship but it’s better.

 

Think of it like you’re sponsoring a blogger. But you don’t just have that blogger promoting your content (which is fantastic as is), but that blogger is also educating their fans about your brand and industry. So you’re getting more bang for your buck than you would in a traditional sponsorship, and you’re spending less bucks. On top of that, you’re influencers are recruiting brand advocates out of their followers. Your “sponsorship” reach is then multiplied. Pretty great investment, huh?

 

If you’d like to learn more about how to launch an evergreen influencer marketing campaign, send a quick email to ust at Find Your Influence at  info@findyourinfluence.com. We’ll get back to you ASAP to explain to you the concept more in depth.

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Influencer Marketing Podcast: Episode 1

We are pleased to announce a brand new podcast by FYI designed to help advertisers launch successful influencer marketing campaigns. In our inaugural episode, the Influencer Marketing Podcast starts with the basics: What is influencer marketing? What is an influencer? Is influencer marketing effective? Join Lyndsey Jones and Kelsey Havens of Find Your Influence as they answer these questions and discuss how influencer marketing has worked for other brands.

Influencer Marketing: The Basics

 

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Why marketing agencies should be using Find Your Influence to manage influencer campaigns

agenciesIt seems like overnight influencer marketing became a buzzword. Bloggers want in. Brands and advertisers want in. Agencies are struggling to effectively manage multiple influencer marketing campaigns for multiple brands. It’s overwhelming.

 

We’ve been getting a lot of questions lately from agencies trying to figure out how to manage influencer campaigns for multiple brands at once. Juggling all the pieces requires a lot of time, which agencies don’t have a lot of to spare. Plus that inefficient time adds up to extra billable hours, ultimately costing agencies money. So how do agencies provide influencer marketing services to their clients without sacrificing employee time and impacting overhead costs?

 

We don’t like to talk about ourselves here too often, but this is a topic that’s been coming up regularly. It deserves a detailed explanation. So we’d like to take this opportunity to explain how the Find Your Influence influencer marketing platform is the ideal solution for marketing agencies.  Here’s why:

 

1. It’s a self-service platform

One of our favorite things about the Find Your Influence platform is that it’s completely self service. You don’t have to pay extra or wait weeks to have software set up and strategies completed. Sure, we can do all that for the brands that want it. But we find that agencies prefer to use Find Your Influence because it serves as a influencer marketing tool.

 

You don’t need an influencer marketing service—after all you’re offering influencer marketing services to brands. You need a tool to help you more efficiently manage your influencer marketing campaigns and clients. Find Your Influence can do just that.

 

With one login, you can set up multiple campaigns for different brands. You set them up exactly how you want them and shop our influencer marketplace for the right content creators for each brand.

 

2. It’s affordable

Because Find Your Influence is a self-service platform, it’s completely affordable. You don’t have to pay for setup, strategies or consultation. Again, you’re an expert so you don’t need all of that. A lot of companies charge thousands of dollars to get things running. Our prices are similar to common social media management platforms and other industry tools. You can get started managing multiple campaigns for as little as $600/month. Since your streamlining your influencer marketing campaign management, you’ll likely end up saving thousands of dollars just in billable hours.

 

3. It’s an all-in-one package

The best part is that the Find Your Influence platform isn’t just for managing influencers. It’s for managing entire campaigns. That means you can do everything within the platform. Create specifications and requirements, shop the influencer marketplace, launch campaigns, track results, archive influencer content, export data and even send payment to your influencers. This is huge for agencies. You don’t have to juggle multiple contracts, invoices, hashtags and data. It’s all there for you. Easy peasy.

 

The bottom line: The Find Your Influence platform can help agencies save time and money by allowing them to manage multiple campaigns for multiple clients all in one platform. It’s affordable, easy and comprehensive. What’s not to love?
If you’re an agency struggling to juggle multiple influencer campaigns or wanting to offer influencer marketing to clients but don’t have enough resources, we encourage you to check out the platform. Set up an account or shoot us an email. We’d love to answer your questions and show you how Find Your Influence can help.

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