Podcast Summary: "Un-Gatekeeping Influencer Marketing"

Podcast Information:

• Title: Slay The Gatekeeper
• Host/Author: Courtney Johnson
• Description: Courtney Johnson is un-Gatkeeping the Gatekept through a series of Cheat Codes. Topics include marketing, mindset, personal brand, and self-growth.
• Episode: Un-Gatekeeping Influencer Marketing
• Release Date: October 29, 2024

Introduction

In the episode titled "Un-Gatekeeping Influencer Marketing," host Courtney Johnson delves deep into the intricacies of influencer marketing, dismantling common barriers and providing actionable strategies for content creators to elevate their brand partnerships. Joined by Keisha Slaughter and Kelsey, Courtney explores various cheat codes that empower influencers to navigate the brand landscape effectively.

Segment 1: Understanding Influencer Marketing Dynamics

Courtney Johnson opens the conversation by reflecting on her journey in influencer marketing. She shares a pivotal moment from 2023 when despite having 60,000 TikTok followers, she only earned $4,000 from brand deals—highlighting a common issue many creators face: undervaluing their worth.

Notable Quote:

Courtney Johnson (03:58): "And can I share my numbers? Is that allowed to ungatekeep? Okay, so this is how much money I've made from brand partnerships in 2024 so far."

Kelsey emphasizes the importance of having a management team or an assistant to handle negotiations, pointing out that many creators struggle with pricing their partnerships appropriately.

Notable Quote:

Kelsey Slaughter (05:00): "You're probably undercharging if you're not working with a management team or an assistant or someone that's helping you negotiate on your behalf."

Segment 2: Authenticity in Brand Partnerships

Authenticity emerges as a cornerstone of successful influencer marketing. Kelsey discusses how brands can easily spot inauthentic endorsements, stressing the need for genuine integration of products into creators' daily lives.

Notable Quote:

Kelsey Slaughter (11:07): "If your content is more for show rather than just your authentic everyday self, it's super obvious."

Courtney adds that leaning into emotions can enhance authenticity, encouraging creators to share their genuine feelings and experiences.

Notable Quote:

Courtney Johnson (11:14): "My best tip for being authentic on social media is to lean into your emotion."

Segment 3: Strategic Research and Networking

Courtney introduces the first cheat code: conducting research in non-public spaces such as Facebook groups and Slack channels. This insider knowledge can provide valuable insights into brand collaborations and opportunities.

Notable Quote:

Courtney Johnson (07:34): "Cheat code number one, be authentic, because brands can fish out the cheese easily."

Kelsey complements this by highlighting the importance of networking, both in-person and virtually. Building a strong network with like-minded creators can significantly enhance one's influence and opportunities.

Notable Quote:

Kelsey Slaughter (37:32): "Network is your net worth. Living in a city like Austin, NYC, LA is a move."

Segment 4: Leveraging Platform-Specific Strategies

The discussion shifts to platform optimization. Kelsey explains how brands use influencer management platforms to find creators, emphasizing the importance of optimizing profiles with relevant keywords and metadata.

Notable Quote:

Kelsey Slaughter (15:24): "Find yourself Facebook groups, slack groups, content creator groups, maybe take some courses or classes around working with brands."

Courtney reinforces this by advising creators to maintain a professional presence on platforms like LinkedIn to appear as social media consultants rather than just content creators.

Notable Quote:

Courtney Johnson (28:42): "Add these people on LinkedIn. Add them on LinkedIn."

Segment 5: Knowing Your Worth and Diversifying Content

Understanding and articulating one’s unique value proposition is crucial. Kelsey discusses how factors beyond follower count—such as niche expertise and content series—can attract significant brand deals.

Notable Quote:

Kelsey Slaughter (30:16): "Think beyond a CPM, because we're in the creative industry."

Courtney shares examples of successful content series that seamlessly integrate brand partnerships, demonstrating how specialized content can lead to lucrative deals regardless of follower count.

Notable Quote:

Courtney Johnson (34:03): "Come take a shit with me at the Restoration Hardware on Fifth Avenue."

Segment 6: Proactive Outreach and Persistence

Kelsey introduces the third cheat code: proactive sales and cold outreach. She encourages creators to DM brands directly, highlighting the high return on investment such efforts can yield.

Notable Quote:

Kelsey Slaughter (23:23): "DM Brands get their emails. 1 out of 100 is bound to lead to somewhere that's scary."

Courtney echoes this sentiment, sharing her success story of how consistent outreach transformed her brand deals from $4,000 to $85,000 within nine months.

Notable Quote:

Courtney Johnson (04:13): "$107,250 from Brand Deals with a 21,450 agency fee, so around $85,000. Take home for me."

Segment 7: Case Studies and Real-World Examples

The hosts discuss real-world examples that illustrate the effectiveness of the strategies discussed. Courtney shares a remarkable story of a vascular surgery podcast with a niche audience securing multi-five-figure brand deals, underscoring that specialization can compensate for smaller follower bases.

Notable Quote:

Courtney Johnson (45:22): "I help my partner Lucas a lot with his podcast, which is about vascular surgery... they get multi five figure deals with brands because the audience is so small."

Kelsey adds that knowing one's worth and leveraging unique content can open doors to high-value partnerships, regardless of follower count.

Conclusion

The episode wraps up with a powerful reminder that success in influencer marketing is not solely dependent on follower numbers but on authenticity, strategic outreach, and leveraging unique value propositions. Kelsey provides her contact information, encouraging both brands and creators to connect for potential collaborations.

Notable Quote:

Courtney Johnson (50:14): "So yes, definitely add that in your LinkedIn… But yes, definitely add that in your LinkedIn."

Final Thoughts: Courtney invites listeners to join her Patreon for exclusive content, reinforcing the community-driven ethos of "Slay The Gatekeeper."

Key Takeaways:

1. Authenticity is Crucial: Genuine content resonates more effectively with both audiences and brands.
2. Optimize Your Online Presence: Use relevant keywords and maintain active, professional profiles across platforms.
3. Proactive Outreach: Directly contacting brands can significantly increase brand deal opportunities.
4. Leverage Networks: Building strong relationships within the creator community can amplify your influence.
5. Understand Your Worth: Beyond metrics, identifying unique strengths and niches can attract lucrative partnerships.
6. Consistency Matters: Regular posting and engagement are essential to being perceived as a legitimate and attractive influencer.

Resources Mentioned:

• Intuition University:

  • Website: intuituon-university.com
  • Contact: kaishaslaughter@unicorn.com
  • Social Media: Instagram and TikTok @aishaslaughter

• Elizabeth Talent:

  • Instagram: Elizabeth Talent
  • LinkedIn: Elizabeth Talent on LinkedIn

This episode of Slay The Gatekeeper provides a comprehensive roadmap for content creators aiming to excel in influencer marketing. By leveraging authenticity, strategic outreach, and network-building, creators can unlock substantial brand partnerships and elevate their personal brands.