Modash

On the journey from $1M --> $10M ARR & beyond! We grew 2.25x in 2023, despite the macro environment.

So far, I'm kinda like a "Marketing Team Captain". Still very much on the field and executing, while leading a small team.

We're focusing on doing just a few things to a really high standard:

-- Capturing existing demand with SEO
-- Reaching new ICPs who aren't yet in-market with other helpful content & social/email distribution
-- Product marketing to clarify what Modash is, and to make sure people know what we're building (!)

Head of Marketing

SEO & Content Strategist

Various niche projects

Buying, growing, selling various niche sites with SEO & content.

Affiliate SEO

Skale

Growing MRR through SEO strategy for SaaS brands :). Some highlights:

-Growing non-brand organic product signups by 8.5x YoY at Attest

-Doubling non-brand organic MQLs at Perkbox in 7 months

-Growing transactional 'Buy' pages from 0 to 5k+ monthly clicks for Moonpay (incl. ranking #1 for competitive high intent keywords like 'buy Ethereum with credit card')


https://skale.so/

SaaS SEO Growth Strategist

Toggl Plan

Leading a small but effective fully-remote marketing team :)

Focused on data/analytics, demand generation, and product marketing

Marketing Team Lead

Toggl Plan is a beautifully simple tool for managing your tasks, teams and projects

https://toggl.com/plan/
ryan.prior@toggl.com

Digital Marketing Manager

Go Limitless

Managing agency growth & client accounts in paid social, paid search, and SEO/content marketing.

Original founded as Globe Digital, and merged with another small local agency.

Director & Head Of Digital Marketing

Linkeroo

Linkeroo is not currently operational.

Linkeroo provided SEO agencies, in-house executives, and DIY SEOs with guest post placements. Real sites with real traffic, niche relevant, permanent, dofollow placements. Sourced & written by UK professionals.

https://linkeroo.co

Co-Founder

Middlesbrough Sea Cadets

While part of the national organisation, each individual sea cadet unit is an independent charity in its own right, with a unit management team (board of trustees) and team of volunteer staff.

I sat on the board of trustees for MSC in my role as treasurer.

Treasurer

Mello Cleaning Ltd

A domestic cleaning service that allows users to easily book & schedule their cleaning online in 60 seconds, via the Launch27 booking platform.

Director

Hey! I'm Ryan. My background is in B2B SaaS SEO & content. Since 2022, I've been immersed in the world of B2C influencer marketing, while leading marketing at Modash.

Which influencer marketing skills are the most AI-proof? 🧐

Here's a (non-exhaustive) list of influencer marketing tasks, together with how likely I think they are to be automated / AI-assisted:

👉 Giving content feedback to creators. 1/5, unlikely.

The absolute basics (like missing ad disclosures) can be easily detected by a robot. But otherwise, I think this continues to require a marketing brain.

Creative feedback depends on so many factors.

👉 Influencer briefing. 1/5, unlikely.

Same kinda thing. Briefing a creative concept requires a ton of context. About the goal, the brand, the creator's style. Product knowledge. 

I'm not sure I see a way for heavy assistance via AI or automation here.

👉 Negotiating price/deliverables. 2/5, quite unlikely.

Some large companies already have predictive models to calculate expected results (& therefore budget). So it's not a 1/5. That said, I think we're quite far away from this being common. 

*And* there's more that goes into deciding which deliverables make sense, and considering the value that each side can provide. Especially when there's more than just $$$ being exchanged.

👉 Influencer outreach. 3/5, somewhat likely.

While I don't think the initial outreach should be fully automated or templated, automating a couple of follow-ups does make sense imo.

And, regardless of whether I think it's a good idea -- the initial outreach does already get automated and/or written by AI too.

👉 Reviewing influencer profiles for selection decisions. 3/5, somewhat likely.

A lot goes into deciding whether or not an influencer is a good fit for a brand. Some of it is qualitative (like content quality, vibe fit), some is quantitative (e.g. reach, engagement rate, fake followers, audience fit).

I think it's likely that, in lower risk collaborations (e.g. gifting, affiliates) decisions could be made by a robot based only on data. No, it's not the best way to kick off a relationship, but I still think it will happen.

Higher value/risk collabs will always need a marketing brain with the full context to assess it.

👉 Finding potential influencers. 4/5, likely.

(The above point is about making the final decision. This one is about preparing a shortlist.)

Same as above. I think, with access to data & some criteria about performance / audience, a robot can already give a good list of suggestions.

Over time, I imagine seeing less and less manual social browsing for influencer discovery. But most times we'll still need a marketing brain to make the final call (as above).

👉 Keeping track of live content, 5/5 very likely.

It's already possible to gather live influencer content URLs & creatives for using tools like Modash & others. Even without asking influencers to connect their accounts.

As teams scale, this is one of the easier manual tasks to remove. 

----

Do you agree/disagree with the above? Which influencer marketing skills are the most AI-proof?

#influencermarketing

Ryan Prior

If only 😔



#influencermarketing #marketingmemes

When we collected influencer outreach examples, almost all of them fell into one of these two camps:

A soft ask:
👉 Are you open to collab?
👉 Can we send you some product?
👉 Could we book a time to chat?

This approach makes sense when there's an influencer/creator you'd love to collaborate with, but you're open to how that could look. It starts a conversation. And from there you can assess fit, authenticity, pricing, (etc.)

A specific ask:
👉 What are your rates for these deliverables?
👉 We'd love to send [product] in exchange for [deliverables]
👉 We're offering $XXX in exchange for [deliverables]. Up for it?

If you want to recruit fast, this approach cuts out several emails (or a call).

Some creators/managers will appreciate having the full details up front. And it could make sense, especially if you don't have any wiggle room to negotiate the offer.

The trade-off is that it might feel more transactional. And if you're using a rigid offer, you'll likely miss a few deals.

---

What's your approach to influencer outreach? What's your "ask" or CTA? Always excited to learn more.

#influencermarketing

Even if it feels a little "icky" to send follow-up emails after your influencer outreach, it's gotta be done.

72% of B2C influencer marketing managers in our survey followed up. At least once or twice.

Everyone is busy. Creators often have other jobs, kids/families. Things get buried. If the influencer was worth reaching out to in the first place, it's worth the effort to send a couple of nudges.

Yes, you do risk becoming annoying at a certain point. And with a certain style/tone. But you're also probably overthinking it. As long as you're coming with a genuinely valuable offer, I think it's safe to add more follow-ups (3-5). 

Just space them out, and be a decent / polite human.

#influencermarketing #influenceroutreach 

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