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Split Testing Influencer Marketing [Spoiler Alert: We had a 488% Increase] | AWeurope 2018

Split Testing Influencer Marketing [Spoiler Alert: We had a 488% Increase] | AWeurope 2018

What’s up? Whats up?! Yeah!
Perfect, perfect. So excited to be here. When AWE contacted me and said,
“Hey we have this event in Barcelona.” I said, “I’m in.” They said “Do you want me to tell you what it’s about?” I said “Nah I’ll go. I just want to go to Barcelona.” This place is beautiful. This place is amazing. Thank you AWE for putting this on.
It’s been fantastic. So, I’ll get started. First off, I’ll tell you who I am. My name is Van. I do all the marketing for a company called Diesel Power Gear. DieselSellerz. We have a TV show on the Discovery
Channel called Diesel Brothers so whether you are a gearhead,
you’re into trucks, diesels, you’ve probably seen my work
in some way, shape or form. I don’t know when it ends here but the
new season starts very soon in the US. So I work on a TV show with these brothers. Basically the business model, the way
they have it set up, it’s the world’s biggest marketplace
for diesel trucks, like Craigslist for trucks, but we also have an e-commerce store where we make hats that say Diesel Power, and shirts and every $5 you spend on our apparel
gets you entered to win one of these trucks. We build a $100,000 truck every
two months and give it away. You’re like, “That doesn’t sound
like a good business model.” It’s a fantastic business model. We usually pay the truck off in two days or so and then the rest of it’s all profit. So, the very first year that the business was launched, I wasn’t a part of the company at all. In 2014 they did over a million dollars their first year. Pretty fantastic for a first year starting a company out. Second year, doubled that. I was brought on in 2016 and we crushed it. I was brought on to do the paid advertising and that’s what I’m gonna talk about today. How we jumped from 2.8 to 8 to 13. We’ll beat this year. We’re already
on pace to beat this year. So, the method. I call it Be Popular. There’s a bunch of
reasons you want to be popular. I wanted to be popular at a
young age so I could get chicks. Pretty much that was it. Then I learned that a lot of people
who are popular had good influence. They were likable. There’s a lot of things that being popular does for you. There’s a lot of things that being popular
does for your business, so we’re going to talk about how to make your
business popular today. By raise of hands, does anybody know
who that guy is? Anybody? There’s two people who know who Kanye West is?
Oh perfect. Awesome. Kanye West. Probably one of the
biggest influencers in the world. He made sneakers with Nike,
in case you guys didn’t know. He worked for Nike. He had two limited edition sneakers. Nike and him butted heads and
he said, “Fine, I’ll go elsewhere.” Adidas, being a very opportunistic business, said “We trended down two years in a row.” 2012-2013. They were losing money. Adidas was becoming irrelevant to Nike. Not irrelevant, they’re still the diehards, but in 2013 they signed Kanye West. Kanye West makes this shoe. Got it? Kanye West makes that shoe and the next year they do 17 billion. They had to pay 10 million to get them.
They do 2 billion the next year. I’m not fantastic with math but it’s pretty damn good. Kanye effect. That’s what we’ll call it, the Kanye effect. When Chad approached me, he’s like, “Hey can you do a case study between the two, using your influencers and not using your influencers?” I said, “Yeah let’s do it.” So that’s what I did. The top one is a campaign. These are week-long campaigns on Facebook that I ran. The top one wasn’t using influencers. It was only
using these trucks that we were giving away. It was a very professional video. We’ll talk about doing professional video
versus amateur video later. But as professional video, we did fine. It’s not like it was a bad campaign.
$17,000 in a week. That’s great. Then the following time I used an influencer. Same exact type of campaign using a truck. The only difference is they had an influencer face in it. The numbers were a little bit better. We did over a $100,000 in a week. Over $16,000 return on ad spend. And we run 5 or 6 of these at a time.
Different campaigns. I’m gonna talk to you about how we did that. It’s a 488% increase in actual revenue. We’ll get into the nitty-gritty a little bit. Step 1, step 2, step 3, you should
already all be doing for your business, I would assume. Just still putting it up there. Step 1, Influencer Brand Recognition Share. So, let’s talk about influencers real quick.
A lot of people ask me “What platform do you use to sign your influencers? Where do you find your influencers?” A lot of people have questions on how to
find them first, so let’s talk about that step. Guys, I’m not endorsing these companies whatsoever. I’ve used these companies. That’s the
only reason they’re out there. They’re the only companies that I’ve used. I’m not linked to them whatsoever. Brand snob,
Influencer outreach, I’ve used them all. They work. You can find influencers. They work fine. But in discussing with some other people
who do influencer marketing, you should know your niche really well. You should know who your influencers are,
who the big people in your industry are and literally just reach out to them. DM them. If they’re not answering, because a lot
of times when you’re trying to hit the 2 million follower people, they’re not going to
answer because they get a hundred DMs a day, I start to write their friends. If they post a picture with other
people that they work with or something I’ll write them and go down the list and
just email and DM everybody and then eventually you’ll find
most of them have a manager. You’ll find the manager and you’ll be
able to get in touch with them. I work with influencers with anywhere from 1,000 followers to 2 million followers, typically but the best bang for your buck, from what I’ve found,
is the 250,000 to 400,000 followers because they don’t got that big head that
the 1 million followers gives you and it’s pretty easy to get them to do deals. So right around 250,000-400,000 followers. But don’t write off the 5,000 follower people.
If you got a clothing line, send them a shirt. Don’t write those people off.
They got good reach with their people. Then they always ask me, “What do you ask for?” because you can get a post. A lot of
times people would just be like “Can you just post this picture of my company?”
You’re just throwing money down the drain. You might get a little bit of return but
you’re throwing money down the drain. I ask for the same thing every single time. I want a shared post from you.
I want you to share one of my posts. I want a video done by you.
I want a Facebook post. I want an Instagram post, and I want a swipe-up on Instagram. And I want three of those. I’ll have them swipe-up three times. So, the step 1. Let’s talk a little bit about it real quick. I usually put my money towards the PPE on the
first one because you need this engagement. The whole purpose of using an
influencer is to get engagement. For this method to work with Facebook’s
algorithm, the way that it works is you’re just pumping it with basically fluff. Basically, a lot of engagement. All of a sudden Facebook thinks,
“Wow, this is super popular” and CPM’s just goes way down. So I’ll split it up. I’ll do 25% on a PPE,
I’ll do 50% on a video view because what I’m trying to do
in the step 1, guys, understand, is I’m trying to get a group of people, as many
people as I can, to engage with a video then I’ll put 25% towards the actual
conversions so I can get my money back. You’re usually profitable on that
three or four ROAS, somewhere around there but the second step’s where you really make your money. And then what I do when I have this
campaign is I give that post ID and I get that campaign to the
influencer and I say, “Share this.” So you guys got to understand, if you’re gonna use influencers, they have devout fans and they know when the influencer is
posting an ad and when they’re not. Most of time the influencer will just say, “Hashtag” so talk to the influencer and say “Listen, I want
it to seem a little bit more organic, that you actually really like my brand
and you like what we’re doing so what I want you to do is I’m gonna make this campaign, I want you to share it first and get it to all your people. Get all the organic reach. And have all the posts ID’s linked so all of their engagement goes to your one ad.” So what that does is it creates thousands
of comments under one ad and you get a big group of people very fast. So sharing post ID’s through this whole process?
Super vital. Very vital. I’m assuming most of you know what that is. If you don’t just take the URL, take the last
numbers, enter it in your campaign. It basically keeps all of your comments,
keeps all your engagement so that people know that the ad’s legit. Okay, part two. The most important part
of the whole process is this step 2. When I talk to my influencer, we’re gonna talk about the video first and then we’ll
talk about the structured campaign after. Guys, do a selfie video. Stop doing professional videos with influencers. Like I mentioned to you,
we have a TV show that has probably 50 professional production crew
in our office all day, every day. They film everything. I could have a very professional video done very easily. And I have. It costs a lot of money and it doesn’t work as well as a raw video does. So when you’re using an influencer? Step 1, make it 9 by 16. Selfie video. Raw. It resonates with their fans a little bit more. Second, your product should be in their hand. Don’t have them plug your company
if you don’t have a physical product. If you have a SaaS or something like that,
have them pull it up on the computer. Don’t just have them plug your company
without your product in their hand. Send them your product, say, “Hey put this on.” Talk about it. Do whatever you want. The very important part about this step is that they should ask a question. I typically do 60 second videos just because then for retargetting, I have a much better source to retarget. Who watched 95%, who didn’t. I always keep them around 60 so that I can run them on Facebook, Instagram, everything. Have them ask a question that starts engagement. If you sell lipstick, give the influencer
three shades of lipstick. Have her put one on and say,
“Hey do you like this colour? What colour’s better?” The one that I used in this campaign
that we’re talking about here was I just had them ask,
“Hey, what truck is the best truck brand?” Everybody’s like, “Ford. Chevy.” And all these people just keyboard warriors just typing, “No, that’s not the best, that’s not the best.” And I’m just watching this engagement
and going, “Hell yeah.” Have them ask a question. Anything that’s
gonna spark engagement. The videos should explain why the
influencer loves your product. Don’t just have them plug it. I have the influencer say, “Listen,
I really love what this company is doing. You buy a shirt from them and you
get entered to win a truck for free. I love what these guys are doing,
in the first video. When he asks the why, give him a reason why.
I have them create urgency. I don’t use promo codes a lot. If you’re using a lot of different influencers,
you can use promo codes to separate them but there needs to be some sort of urgency,
like, “If you get this today, you’ll get 25% off.” Whatever it is, give them a reason to buy. Have them create just a little bit of urgency. Step 2, Part B. The Campaign. The conversion objective goes up to 50% now
because I’ve got warmer traffic. The video views I still do because I
still want that engagement. Even though I have really warm traffic
I still want engagements so I’m still putting 25% towards that and I’m still paying 25% towards the PPE. The engagement is brutal. It’s so important
if you’re gonna use an influencer because their fans are where you’re
gonna make your money. When you share the post ID’s, and you’re gonna use
an influencer with 2 million followers, your comments are gonna stack up fast. Facebook wants you to respond to those
comments so you need to have somebody. If it’s not gonna be you, hire a virtual assistant. Hire somebody that’s gonna be monitoring comments because there’s gonna be a lot of angry people. Don’t delete, just hide. Anything that’s negative, I just hide. But I monitor it. Then I’ll respond to almost everybody
to increase the relevancy score. I don’t know if you know that helps. If you respond as a company it’s
gonna increase your relevancy score. So monitor the comments. You want all the engagement on your post ID. Then what you’re gonna do is you’re
gonna make the custom audiences. This is the important part because that first video that you made of your company
that the influencer just shared now has all this engagement.
Brand new people that you’re engaging with that have 60 seconds of watching this video. You’re gonna go through and you’re gonna
make a 95% video view, a 75%, a 55%. These are people that were relatively interested. They watched longer than 5 seconds.
They almost watched 60 seconds, some of them. I make lookalikes of all of them and then I’ll run that. Broaden your targeting. Don’t just do, when
you do this campaign, the second step. Broaden your targeting a little bit. Don’t just use your customer list and
the lookalikes. Understand your influencer and understand that
they might have other niches that they’re into. The guy that I used, Heavy D?
He’s into trucks but he also races motorcycles. So? Target a lot of motorcycles. Broaden your targeting really wide because if you’re using an influencer,
most the time their face is recognisable and it’ll get people to watch the video even
if they don’t know what’s going on. The influencer swipe-up. This is an important part and I’ll show you why. They don’t need to have a verified account, just a business account, and just tell them, “Listen, now I want you
to do a video. One with the red lipstick. Put it on and then say,
“Hey if you want this colour, swipe-up.” Then blue lipstick, black lipstick. Swipe-up. Get a whole bunch of cool people. Have them do three swipe-ups. That’s after the campaign’s launch so first,
he let all of his fans know what we’re doing like, “This company is cool. This company is doing something great, you should check them out.” Now they’re getting hit with his
actual video of him being like, “Dude, I got this hat, this shirt. Super sweet.” That’s the campaign that’s gonna bring in the money. Obviously other than the retargeting, but moving on. This was the swipe-up. I assume a lot of you use Shopify. Does anybody have any understanding of
what time we did the swipe-up set? His swipe-ups on this campaign were worth 40 grand and it was all within an hour. Be strategic about when you
have them do their swipe-ups. I find the best time to do that stuff
is roughly six, seven o’clock. They’re off work, they’re at home,
they’re catching up on all their social media. But super important,
Step 3 is the retargeting. You should be doing the retargeting anyways. If you’re not, change? Do so. That’s where you’re gonna see your best ROAS. These are all the people that actually
watched your stuff, we’re interested but didn’t buy. They went to your site. They maybe
looked at something then they thought, “Oh it’s too pricey.” For whatever reason, they didn’t buy. I use a different retargeting ad account. I have discussions about this with
a few of my friends. They say, “That doesn’t help.” I think it does. I don’t have any evidence, anything from
Facebook, that says that it does but I don’t like to throw an ad account
in with prospecting traffic. You can get high CPAs and then
the retargeting is gonna be really low and your ad account’s gonna try
to figure out what you’re doing. It’s not that hard to create another ad account. Make an ad account for your retargeting. I find it a little bit better to do that. Dynamic. Make your retargeting dynamic because these were the people that went to your site, checked out a shirt and didn’t buy it. Make it dynamic so that what they’re getting fed by Facebook is
what they saw, what they were almost ready to buy, but they didn’t. I explained this method to somebody the other week and they did this and then they did the
retargeting without excluding purchases so I put this in parenthesis just to remind you. Most people aren’t gonna buy
your shirt and then come back next week and buy another one. Our return customer rate is roughly 60% because we do the giveaway model and people are trying
to win these trucks all the time so we have very high repeat customer rate. They’re still not gonna buy every week. They’re gonna buy roughly every two months. Exclude all the purchases on these. I do a view content. A 2-day, a 7-day, a 14-day, a 30-day. Then I do lookalikes of all those. I do an add to cart. A 2, 7, 14, 30. Mind you, this campaign that we were running?
It’s not an evergreen campaign. This campaign that we were running
was a two month campaign so I didn’t really wanna target
people who entered other ones. I was only focused on this two month campaign. And then you’re gonna target people that
engaged with Instagram without a purchase, people that engaged with Facebook
without a purchase and people who engaged with the actual post. That post ID that you shared a million times? You want to find those people that
engaged with that. That’s the third step of the process. That’s how I run all my influencers. I literally give them the same skit and say,
“This is what I want. I want a shared post ID first” so that their followers will recognise your brand. Then when they see your brand out there,
they’re gonna say “Oh, so-and-so really liked their stuff. I should look at their stuff.” The second one, just to reiterate. Live. Raw. Video. Just do it. Have them do a live, raw video with the hat, with the shirt, whatever you sell. Have them send that over. And then make sure that when you retarget,
you can totally use a very fancy video that you did with your production team. Totally fine. I’ve found the best retargeting
videos for me are testimonials. We have a storefront where they film the show
and people come in to watch them film, and anytime I see them
wearing our apparel, I’m like “Hey bro. You do a quick video for me?”
And they’re like “Yeah.” I ask them “Why do you buy Diesel Power Gear?”
and they’re just testimonials. Testimonials will crush on retargeting ads. When you reach out to the influencers, whoever they are, whoever they may be, if they’re not responding,
and I talked about this a little bit, the first one is, I talked to their friends. Most of these people, this is what
they do for a job, guys. They are influencers as a job so they should
have a website, they should have an email. Reach out to all of them. You’ll know
the influencer that you want to get, and eventually you’ll lock them down. It might cost a little bit more than you want. Everybody asks, “How do you track influencers?
What are the KPI’s of an influencer?” Brand recognition. Kanye literally took this company
who was three years trending downwards, Adidas was falling into nothing, and he said “No, give me $10 million and
I’ll save your company.” 200 times ROI later, Adidas is a player in the game again and everybody’s buying his shoes. Make sure you reach out to him. Another tip that I forgot to mention is if you guys have an email list, I don’t
know if you’re familiar with this or not but you can you can embed your
Facebook Ad in your email list. When I send that big first one out
to try to create that group, I’ll send out an email with an
embedded Facebook Ad video. That way you’re gonna get engagement. They’re
getting the engagement everywhere else. That is the method that I use. I don’t have any more to explain about it other than that. I appreciate you guys. It’s time. Do we gotta do questions? No? Okay. We got to each question. I appreciate you guys, appreciate your time. Thanks for having me.

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