Is Influencer Marketing Still Worth It? with Sherri Langburt

Summary

The Mindful Marketing Podcast: Episode Summary

Title: Is Influencer Marketing Still Worth It?
Host: Andréa Jones
Guest: Sherri Langburt
Release Date: March 25, 2025

In this insightful episode of The Mindful Marketing Podcast, host Andréa Jones engages in a comprehensive discussion with Sherri Langburt, an expert in influencer marketing and founder of Babel Box. They delve into the current landscape of influencer marketing, exploring its evolution, effectiveness, and future prospects.

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1. Introduction and Guest Background

Andréa Jones welcomes Sherri Langburt to the show, highlighting Sherri’s dual experience as both an influencer and a marketer. Sherri shares her journey into influencer marketing, explaining how her role in corporate America’s ad sales led her to recognize the growing importance of influencers in brand promotion. This realization inspired her to establish an agency focused on connecting brands with the right influencers for content promotions.

Sherri Langburt [01:43]: “We put that into our fold and it started to work really well. That’s when I decided to break out on my own and start an agency focused on helping brands find the right influencers.”

2. Defining Influencer Marketing

The conversation begins with a fundamental question: What constitutes an influencer? Sherri elaborates on the varying definitions based on platforms and industries, emphasizing the spectrum from nano to mega influencers. She advocates for a standardized threshold, suggesting that nano influencers should have at least 10,000 followers to ensure meaningful engagement.

Sherri Langburt [02:44]: “Most people would say a nano is someone who has a following on any given platform of over 5,000 followers… I personally think it should be 10,000.”

3. Evolution of Influencer Marketing

Sherri contrasts the early days of influencer marketing with the present, noting significant shifts influenced by platforms like TikTok and Pinterest. She highlights the move from static, blog-based content to dynamic, video-centric engagements. Additionally, she points out the increasing specificity in influencer niches, allowing brands to target highly specialized audiences.

Sherri Langburt [04:18]: “We’ve gotten very niche, very specific… it has to be authentic. If the influencer shops at your competitor, that’s not authentic.”

4. Measuring Influencer Effectiveness

Addressing concerns about fake followers, Sherri outlines critical metrics for assessing an influencer’s true impact. She emphasizes the importance of engagement rates, the relevance of comments, and the quality of interactions over mere follower counts. Sherri advises brands to look beyond vanity metrics like likes and focus on meaningful engagement indicators such as saves and shares.

Sherri Langburt [06:16]: “Look at the comments and even if they have a great amount of engagement on the comments side, are the comments relevant?”

5. Strategies in Choosing Influencers

When deciding between nano and larger influencers, Sherri recommends aligning choices with brand objectives. She advocates for a diverse approach, utilizing multiple niche influencers to create varied and authentic content rather than relying solely on a single high-profile influencer. This strategy ensures broader reach and more authentic engagement.

Sherri Langburt [08:15]: “It’s not that one performs better than the other in terms of just the reach. It’s everything else… why wouldn’t I want to have diverse content, multiple sources of content?”

6. User Generated Content and Engagement

The discussion shifts to User Generated Content (UGC) and its role in modern marketing. Sherri emphasizes leveraging various touchpoints, such as Instagram highlights and story interactions, to maximize content visibility and engagement. She predicts a trend towards more meaningful and educational content, moving away from fleeting trends and sounds.

Sherri Langburt [09:49]: “TikTok trends are going to move towards more meaningful content… educational, more the experience of my life.”

7. Building Trust and Long-term Partnerships with Influencers

Andréa explores the importance of relationship management in influencer marketing. Sherri underscores the necessity of granting influencers creative freedom while maintaining clear brand guidelines. She advocates for ongoing partnerships rather than one-off campaigns, fostering deeper trust and more consistent brand representation.

Sherri Langburt [11:46]: “Collaborating with them in terms of the content… ongoing relationships with influencers strengthens trust and continuity.”

8. Creating Appealing Products for Influencers

From the influencer’s perspective, Sherri discusses how brands can make their products attractive. She highlights the value of unique merchandising and custom packaging that enhance the unboxing experience, making it more engaging for both influencers and their audiences. Timely payments and respectful collaboration are also crucial for maintaining strong influencer relationships.

Sherri Langburt [14:32]: “Making sure you pay your bills on time because it really impacts the influence. Custom boxes create a whole experience that elevates their content.”

9. Content Types: Video vs. Photos

With Instagram’s algorithm shifting focus towards video content, Sherri discusses the evolving preferences in content formats. While video is becoming more prominent, photos remain valuable for specific uses like ads and website content. She emphasizes a holistic approach, repurposing influencer-generated content across multiple marketing channels to ensure cohesive brand messaging.

Sherri Langburt [17:18]: “Instagram’s new algorithm focuses on video, but static posts are still useful for ads, website content, and more.”

10. AI in Influencer Marketing

The conversation addresses the burgeoning role of AI in influencer marketing. Sherri acknowledges both the risks and benefits, advocating for the responsible use of AI as a tool for idea generation and content editing. She stresses the importance of maintaining authentic influencer presence, warning against the replacement of real influencers with AI-generated content.

Sherri Langburt [19:59]: “AI can be a great tool for idea generation and editing, but influencers won’t replace themselves with fake footage.”

11. Success Stories and Campaign Examples

Sherri shares notable success stories, including a themed multi-brand campaign that achieved impressive engagement statistics. By pooling resources and collaborating with multiple micro-influencers, the campaign garnered over 300,000 views and 17,000 comments, demonstrating the efficacy of strategic influencer partnerships. She also advises emerging brands to focus on building organic relationships with influencers to maximize long-term benefits.

Sherri Langburt [22:21]: “Our holiday kids’ toy campaign reached over 300,000 views and 17,000 comments by leveraging 20 micro-influencers.”

12. About Babel Box

Concluding the episode, Sherri provides an overview of her company, Babel Box, which specializes in connecting brands with appropriate influencers through various campaign strategies. Their offerings include brand dedicated campaigns, themed multi-brand solutions, and custom kits designed to enhance the influencer experience and optimize content creation.

Sherri Langburt [25:20]: “We work with companies to develop strategies, find the right programs, and connect them with influencers that fit their specific needs.”

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Notable Quotes with Timestamps

• Sherri Langburt [02:44]: “Most people would say a nano is someone who has a following on any given platform of over 5,000 followers… I personally think it should be 10,000.”
• Sherri Langburt [06:16]: “Look at the comments and even if they have a great amount of engagement on the comments side, are the comments relevant?”
• Sherri Langburt [08:15]: “It’s not that one performs better than the other in terms of just the reach. It’s everything else… why wouldn’t I want to have diverse content, multiple sources of content?”
• Sherri Langburt [11:46]: “Collaborating with them in terms of the content… ongoing relationships with influencers strengthens trust and continuity.”
• Sherri Langburt [19:59]: “AI can be a great tool for idea generation and editing, but influencers won’t replace themselves with fake footage.”

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Conclusion

This episode of The Mindful Marketing Podcast offers a deep dive into the intricacies of influencer marketing with Sherri Langburt. From defining influencers and measuring their impact to leveraging AI and building trust-based relationships, listeners gain valuable insights into maximizing the effectiveness of their influencer strategies in 2025.

For those interested in further exploring influencer marketing strategies, Sherri Langburt’s Babel Box provides comprehensive solutions tailored to various brand needs. Connect with Sherri on LinkedIn or visit Babel Box to learn more.

Transcript

[Andrea]

If you are curious to dive into the world of influencer marketing, especially getting the right influencers in your corner so that they can help you promote your brand and your business, this episode of the Mindful Marketing Podcast is for you. But before we dive into this fantastic conversation with Sherry Langbert, first a word from our sponsor. Riverside is the all in one podcast recording and editing tool that I use for this right here show. I use it to edit not only the audio and the video, it is like Chef Kiss magical, making the entire process so, so easy. Plus, I love their magic AI clips. Their little AI robot in the background pulls out the most impactful moments of the episodes without me having to comb through and do it myself. Resizes them for social media. So those vertical videos you see on TikTok and Reels, those all come from Magic AI inside of Riverside. It's literally one click. It spits out 10 clips. I pick the best one and away I go. Saves me so much time. If you want to get on the Riverside train, check it out today, the links in the show notes and make sure to use my code DREA D R E A at checkout to get 15% off your membership. I'm excited for this conversation today because I have been on both sides of the aisle as an influencer and as a marketer and I'm excited to get into what's working here now in today in 2025 with influencer marketing and with that. Sheri, welcome to the show.

[Sherry Langbert]

Thank you so much. Andrea, nice to meet you. Thanks for having me.

[Andrea]

Yes, I'm really excited for this conversation. But to give our listeners some context, tell me, how did you get into the world of influencer marketing?

[Sherry Langbert]

Okay, I kind of stumbled upon it. I was working in corporate America way back when and kind of one of the things that I was working on was ad sales and our business was really subscription focused. And as I started to kind of explore ad sales opportunities, a lot of the brands were looking to work with influencers. And so we put that into our fold and it kind of started to work really well. And that's when I said, I am going to go break out on my own because no one is doing this and no one is focusing on it. And I'm going to start an agency that focuses on helping the brands and the agencies find the right influencers to do their content promotions.

[Andrea]

Yeah, I love this. And I feel like people think, you know, influencer marketing is a new thing, but brands have been using other people to promote their content and their their products for A while. But for those people who are listening, how do you, how do you define an influencer? What is an influencer?

[Sherry Langbert]

I mean, look, I think that there's different ways to define and I think everyone has their own definition. Certainly if you're looking at a TikTok or Instagram or a Pinterest or a YouTube, it's going to be very different than the type of influencer that you find on LinkedIn. And I think that it's also very different if you are in pharma or finance where there's high, like highly regulated industries versus beauty or food or fashion. So. But you know, in the industry, I think, you know, there's different thresholds. So there's like the nanos, the micros, the macros, the megas, and all the way up to celebrities. And those are different thresholds. Most people would say a nano is someone who, who has a following on any of these given platforms of over 5,000 followers. Some would say it's 2,000. I personally think it should be 10,000. So anyone upward of that and then the tiers start happening as you go higher.

[Andrea]

Okay, I want to get into this because I feel like the world of influencer marketing has changed a lot. So for context, I used to be a fashion blogger. I worked, I would say, like, if I were going to name drop, I worked with Steve Madden like in 2012. So this was like, this was like, at the time it was weird. My friends were like, what are you doing? How, how do you have photos with Steve Madden? Right? And I'm like, oh, I just have my little blog in my YouTube channel. I think it's changed so much over the years. Right? So, you know, if we're taking 2012 to today, like, what are some of the changes at influencer marketing that have happened over the years?

[Sherry Langbert]

Interesting is like when you start to think about what's going on right now with TikTok. Right? I think back then, because I've been doing it Even longer than 212, 2012 blogs were still a thing and long format content in a blog. And the beauty of that was there was not just the written and the video that you could put in there, but there was placements for Programmatic. So. But you owned your channel. TikTok, like, wasn't a thing. Pinterest was still kind of a thing. Like people loved Pinterest. And so I think, you know, and I think that static was still much more of a focus than video. So there's just so many things that come into play. You could Also look again at the different verticals and industries. You know, people, certain industries have been later to the game. I think we've gotten very niche, very specific in terms of, like, before it was like, oh, we need mom bloggers or mom influencers or mom creators now saying, we need women who live in Chicago who eat organic and have, you know, a blue cat and, you know, three boys who, you know, don't eat meat. It's so specific now because there's so many creators. And I think you have to. When we talk about, you know, these buzz words like the, the content has to be authentic. Well, you know, if you want to do a campaign and you're a retailer, but the influencer that you choose shops at your competitors, that's not authentic. So there's a lot more that goes into it than just, you know, we need a mom influencer.

[Andrea]

Yeah. It has changed so much and I think for the better because I think, you know, brands can get these influencers that are, their, their communities are so bought in. Like, they're so tuned in it can make or break a brand. So when you and your company are kind of like looking at these influencers, how can you tell if they're. They have influence? Because I've been on these Internet streets for a while. I know people can buy followers. So how do you tell if they're like, actually influential?

[Sherry Langbert]

So you look at the engagement rates, right? And you could look at, you know, a. Like to me is a vanity metric. So anyone scrolling, I have like a, A big heart. So whenever I see anyone post I'm liking, I may not even look at what they're doing. And that's just me as a human. Right? So I think you look at the comments and even if they had, you know, great amount of engagement on the comments side, are the comments relevant? So if I'm talking about, you know, a new, you know, protein shake, but everyone's commenting on my haircut, not relevant. So looking at the comments, looking at, I think some metrics that people don't look into and you could ask the influencer for this is previous content that they shared. Not just the comments, not just the likes, but the saves, the reshares. Because the saves show how many people had intent to go back, maybe intent to purchase. The shares show, like how many people thought that this was engaging enough to circulate with other people. So the viral nature of the content. You could also look in stories if there was links or, you know, kind of those stickers. So sticker taps, link clicks. I think it's everything that you have to look at and not just like, right up front, what you're seeing as an onlooker from their stats.

[Andrea]

Yeah. And it's definitely gotten more complicated too, both on the influencer sides and the brand side of, like looking at those success metrics. And I think one of the challenging things is, you know, the, you mentioned, like, niche communities. Sometimes the niche communities can at first appear smaller, but they have, they're very influential. And you mentioned, you know, with this nano, all the way up to celebrity. So, you know, when a brand is looking at, you know, should we go with a bunch of nano influencers or should we go after like a bigger influencer? How do you decide the mix between the smaller, like, niche communities and the larger, like, more seemingly impactful influencers?

[Sherry Langbert]

So I'm of. I think it obviously boils down to your objectives and your goals and every brand is different. But as a marketer, I look at if I could get one, one person who's going to create one set of content and reach one audience versus let's just say one is the same amount of, you know, financial investment is 10 or 20 or 30, but I could get those multiple people that add up to the amount of followers and engagements and as the one. Why wouldn't I want to have diverse content, multiple sources of content, different formats of content, reach different audiences, etc? And so that's kind of where I look at it. I think it's not that one performs better than the other in terms of just the reach. It's everything else. Are your goals to get more content or your goals to tap into new audiences? Are your goals to reach people throughout the country in different locations, different voices, different interests? Maybe within the same niche, but a little bit different? I think that's why I always go for the more versus the one.

[Andrea]

Yeah, yeah, I, I definitely see the beauty of that too. Even from like a brand perspective now you have so many more assets to be able to like, circulate around with, like your community and all of that. Yeah, yeah, yeah. So speaking of ugc, what do you see working really well right now? Because I think that engagement's down across the board. Like, we all can see that, especially on our beloved Instagram. It's just not like it used to be. So what, what are like the types of content UGC pieces that are working really well right now?

[Sherry Langbert]

I don't know if it's just necessarily the ugc. I think it's also little touch points. Right. There's little places that people Aren't leveraging like making sure the content is in your highlights. If you're hiring an influencer, have that in your contract for a few days or a week. Making sure they don't remove the post after they got paid. Right. So making sure it stays up there. There's a little notes feature. There's all of these different areas. Link in bio. I think that there's all these different areas that are small, tiny touch points that can end up helping optimize. Optimizing the content more or showcasing it, like referencing it more is what I'm trying to say. You know, obviously you look at something like TikTok and how it impacted and all these trends, I think we're going to go away from those sounds and those trends a little bit and it's going to be more meaningful content. So more the educational, more the experience of me and my life and how I live my life as opposed to like, you know, a cute song. I'm not saying they're going to go away, but combination of some of these touch points that no one is. It's all the little, you know, kind of toggles you could turn to make something work even more.

[Andrea]

Yeah, yeah, I totally agree. And I think this just goes for, like, marketing in general. Like, there's so many different places where you can connect, so might as well use them all to your advantage. Okay, so when we think about working with influencers, one of the things that was frustrating for me when I was working for with influencers is that it really is like relationship management. Right? Like when you're. When you're working with someone, you're partnering with them, and there's a lot of trust involved there. So when brands are looking at building those relationships, building trust with influencers, what are some of the things that brands can think about as they're starting to go down the path of working with some of these influencers?

[Sherry Langbert]

So obviously giving creators a creator because they're creative, hopefully. Right. And so giving them that freedom. One of the things that we see that works really well is collaborating with them in terms of the content. So giving us concepts in advance so that you go back and forth and it's a mutual dialogue. Because I think what creators have to realize too is Sometimes if there's 10 creators on the campaign, everyone's submitting the same idea for a recipe, like a poke bowl idea for a rice brand. And so it's not that the brands are trying to get pushback, it's that they definitely don't need 10 Pokeball recipes. It's hitting the same thing. And so giving the creator, you know, I think it goes both ways. Giving them some flexibility and creative control in terms of submitting concepts, but also on the creator side, you know, really understanding that it's not that the brand is trying to give you pushback. We do sometimes see brands that are just, you know, we don't like what, what the influencers wearing, but that should be in the upfront like a brand should kind of, if you don't like what she's, her, her esthetic, it's personal, it might not be on brand for you, then you shouldn't, you know, kind of engage with them. So I think giving the influencers the autonomy to do creative, but having parameters in control and letting them know why. As long as you let them know the why. Like, we're not trying to be too rigid. We just have different creators submitting ideas and we want to make sure we have, you know, a broad, you know, pool of options from which to choose. Yeah. Also another thing is, you know, what we always have talked about like these ongoing partnerships. So, you know, instead of just working like one and done, we need you for this, have that ongoing relationship with the influencer. So maybe it's that you do an always on program with the influencer, you know, during key seasons or, you know, four times a year so that they know in advance that their year is as a partner as opposed to just like, you know, we need you and you know, next up we're going to go with someone else.

[Andrea]

Yeah, yeah. I find that interesting, like the long term partnership piece, because I find myself just like as a human gravitating towards people who talk very consistently about the things that they love. Right. And so when brands can find those influencers who are already kind of having those conversations, I think that really does make it mutually beneficial. What about from the influencer side? I'm just, just curious. Just want to be a little bit nosy too about this because I think influencers have to also be selective about the brands that they work with. So what are, what are the, some of the things that brands can do to make their products interesting enough that, you know, the top influencers, top creators want to work with them.

[Sherry Langbert]

I'm going to say one thing before because it highlights for both. It's a bridge. I see a lot, you know, when you're not working with an agency and you're an influencer and you're an independent and then your bill doesn't get paid for the 30 days, the six, whatever the terms are the 60 days, the 90 days. And I think everyone should just understand that most influencers are, you know, solopreneurs and they don't have a legal team to go chasing a bill. Making sure you pay your bills on time because it really impacts the influence. Like I gonna cry. Like it's just so heartbreaking to see that. And I get it, you know, huge multi conglomerate one influencers, invoices getting lost amidst bigger payments that have to go out. But being sensitive to the creator environment and that, you know, these people, you know, are working with you and for you when they need to get paid on time. Some of the, one of the things, you know, in terms of how do you make your product stand out? I think merch, I mean you started to see it the past few years, but merch is just. And I see it not just like everyone thinks like, okay, I'm going to create a water bottle. It doesn't have to be a water bottle. There's so much creat if you're a service brand. Bringing things to life with merch. Because think about finance, like what am I going to show that's really so interesting in finance? There's nothing, you know, and there are things like we've done little baby onesies for an insurance brand. So the moms with life insurance, it brings it to life. I think anything that you could do, we have to understand that the world is so visual right now. And even if you're a brand that maybe doesn't have a product that is visual or as a compliment to a product that is visual, you know, adding that merge is great. We do the custom boxes not just for the unboxing experience, but for the, the staging properties within the kit. Because when an influencer gets a kit, they have all this other unique items that create that whole experience and gets them excited and then their photos and their videos are more elevated, etc. So those are some of the things that we're seeing that really move the needle in terms of, you know, kind of making things stand out.

[Andrea]

Yeah, I always love a good unboxing. I'm always the one who, like if, if my faithful influencers unboxing, I'm watching it, I'm watching the whole thing. Like I want to see, I give me the packaging, like let me hear the crinkle. I need to experience it. And I think it is like you said, it's a very sensory experience no matter if you have physical products or not. But one of the things that you mentioned that I'm Curious about too is like photos and videos. Is there a pret. Particular style of content that's working really well right now for influencers? Is it all video or are photos still, are they still alive and well?

[Sherry Langbert]

Well, Instagram just came out with the new algorithm. Like the big reveal of how their algorithm is going to work. I think it dropped this morning. And so I think it's, it's really going to focus on video personally. Again, it goes back to the brand, what they need. We have brands that reach out that they still need the static because they're using that static for other things. Right. They need it for ads, they need it for their website, they need it for product, you know, product books, things like that, sales kits. So it really depends. One of the things that I think so many companies think about or focus on is we need the social awareness. But I'm always pushing like omnichannel. Right. How do you like influencers is not just like, oh, what's the ROI on influencer? But that's only when you look at it with through the lens of like how many, how much awareness and how many sales am I getting? But if you really look at it like how could we take the influencer content, which technically is elevated, and drop it into various other parts of marketing? A the consumer journey is going to be much more cohesive and you could save money because you're not going to be like, someone's not going to be sitting there saying, oh, I need to go buy an image from whatever platform they used to buy images or videos on. There's so many other use cases. So I think looking at it through a more holistic lens through the entire marketing organization is important.

[Andrea]

Yeah. Honestly, to me that's one of the biggest benefits of working with influencers is that you have a team creating content for you that you can then leverage in other elements. When I was working on this on the agency side for this, one of my biggest clients was a product like a beauty brand where we would do photo shoots, we would do the styled video shoots, but those weren't the top performing content pieces. It was our UGC from our influencers that would drive the, the content forward. So we were like repurposing the heck out of it because it made the most sense from a brand perspective and not just on social, but like on the website, in the emails. Like there's so many different ways you can leverage these assets, especially you know, depending on how your contracts are laid out. Like there's so many different things you could do as A brand with that influencer content. So yeah, I mean, you paid for it, might as well use it to fullest extent. Right, right, yeah. So when we're thinking about that, like headed into this upcoming year, one of the biggest things, I think challenges that brands are bumping up against is like the AI conversation. So what, what are influencers, what are brands doing to mitigate the risks of AI? But then also I would love to hear about like some of the benefits of AI in influencer marketing as well.

[Sherry Langbert]

You know, I think that you have to make sure that the approvals and checkpoints are in place to make sure that something doesn't look, you know, it's just like my 13 year old, he comes home from school and he thinks he's gonna pull one over, you know, and I know when he uses AI and the teacher knows when they use AI and you know, there have to be checks in place, but I do think it has merit. Right. You're stuck on creating ideas for your content calendar. You could be really specific. I don't think anyone is going to go out and copy. Exactly. But it's an idea generator. It helps you think of ideas, it helps you check your work. So you could put in, you know, a guidelines from a brief and then upload, you know, the caption copy and say, does this make, did I miss anything? Can you edit this? I think it's a good kind of tool in terms of idea generation and editing and things like that. But I don't think, I think the influencers themselves, they're not going to start replacing themselves and replacing real footage with fake footage in an actual video because this is what they do.

[Andrea]

Yeah, yeah, 100%. And I think I can feel scary. And yeah, there are some people who are like using it maliciously, but I think for the most part, like if we learn to embrace it and use it as a tool to help us with our creative work, it could be, it could be really interesting use case. And I think there's so many ways that we haven't even explored yet, like the, the true extent of how it.

[Sherry Langbert]

Can help someone put in my name into some, I don't know what platform and said, can you create a battle box podcast? That would be five, like the 32nd intro and it was like me talking, introducing a podcast.

[Andrea]

Wild. Yeah, well, time will tell. Time will tell.

[Sherry Langbert]

I'm not doing it, but I'm just saying it's like, I don't know. Yeah, yeah.

[Andrea]

I really hope we don't have AI influencers, but I mean, I Already see it happening. So yeah, okay. I would love to hear some success stories as well. So I think one of the challenges, especially for brands who are newer to influencer marketing, is that sometimes we can't conceptualize like what does success look like as we're starting to deploy some of these strategies. So can you share an example of a campaign that really stood out to you where the influencer had an impact on the brand's success story?

[Sherry Langbert]

I'm going to give you two because I just did a campaign wrap up. Call the clients. So we have a program that we designed specifically for smaller emerging brands because we know Influencer can be daunting, expensive. And so we do these themed boxes where there's five brands in a box. Not brand specific, it's a theme. So we just did a kids toy one for holiday. And that campaign, it's less expensive because you're pooling your ad dollars. It goes up to 20 influencers. So you're getting a lot of bang for your buck. They're all micros, but when we looked at the stats, there were like a hun, like beyond. It's not just the impression reach. It was the views were over like 300,000 views. The likes, the comments were over 15, 16, 17,000. I mean it was outrageous. So I think, you know, looking at like different creative ways to do influencer, that's one example. You know, I think you have to also frame it. You know, a lot of times a newer brand, an emerging brand, everything is ROI focused, they're dependent on that sale. And so if that's where you are, that's okay. But then I would just focus on working independently. Find one or two people, search for people who actually know your brand maybe or writing about your brand and work with one person and grow it organically until you get to two people or three people when you could afford it. I think the misconception is I'm going to work with one influencer and they're going to get me this many sales. And once you think it's just sales driven, it's not just sales driven. As I said before, there's so many other ways in which an influencer can move the needle for you. So they're saving you in terms of creating your own content. Now all you have, you have a content library. You know, you can use these assets, you can boost an influencer's content, you could turn it into ads, you can use it for your website, your newsletter, you know, ratings and reviews, endorsements. Like, look at this influencer who worked with us. So I think thinking of creative ways, and I'll give you an example, like on smaller spends, you know, if you spend, you know, it's not going to be if I spend $5,000, I'm going to get 15, 20, $30,000. You have to think of other ways in which you're going to monetize that content. I'm not saying it can't happen, it does happen. But, you know, repeating a message over and over, especially when you're a smaller brand and no one knows who you are, is really important.

[Andrea]

Yeah. And I think that's one of the beautiful things that I love about influencer marketing is like it's not us patting ourselves on the back going like, oh, our product is awesome. It's like someone else like validating that for our, for us and in our marketing. And I love this idea of the curated box, like influencer box. It's such a brilliant idea. Beautiful. I love it. So if someone's listening to this, they're like, okay, I need, I need to work with Sherry and her team. Tell us more about how you help brands and influencers work together.

[Sherry Langbert]

So we work on the brand side, right? We have thousands of influencers, but we work on the brand side. We do brand dedicated campaigns, which is what probably everyone knows and sees and loves. Right. A regular influencer campaign campaign. We have our pro promotions which are these themed multi brand solutions. We have all different boxes. Food, New Mama, Baby Pet, Kids, health, wellness. Those bring in five non competing brands and then we do the custom kits too. But essentially we're working with the companies or the agencies to come up with the strategies, find the right program, make up the whole kind of scope of work for what we're going to do and then we find the influencers that, that fit the specific need that we're looking to do.

[Andrea]

Yes. I love this. So if you're listening to this and you want to work with Babel Box, I'm going to put a link in the show notes online dre.com 350 so you can learn more. Where else can people connect with you online?

[Sherry Langbert]

I'm on LinkedIn under Sherry Langford on LinkedIn and then Babblebox is Babel Box official on LinkedIn, on Instagram and all the other channels as well. And then our website.

[Andrea]

Oh awesome, awesome. I'll put all of those links in the show notes, y'all. Check them out. Sherry, thank you so much for being on the show today.

[Sherry Langbert]

Thank you so much. It was so lovely chatting with you.

[Andrea]

Yes. And thank you, dear listener, for tuning in to another episode of the Mindful Marketing Podcast. Make sure you join us in the Mindful Marketing Lab if you want to go even deeper into these marketing strategies. We have a special guest coming in the lab this month to talk all about playfulness in marketing and in our our business. So stay tuned for that and I'll have a new episode for you next Tuesday. So I'll see you then. Bye for now.