How Courtney Shields Pitched an Innovative Clean Beauty Product Over Dinner and Turned It Into a Reality
“I didn’t want to just white label something, I wanted to be a part of the process.”
“
I didn’t want to just white label something, I wanted to be a part of the process.”
—Courtney Shields, Founder, CourtneyShields.com
Courtney Shields is the definition of a glow-getter.
Six years ago, she was a singer-songwriter looking to break into the music industry when she decided to take the leap and launch a blog to share her beauty and fitness tips. What originally started out as a passion project quickly proved to be a profitable business.
Fast-forward to today and that humble blog is now a multifaceted platform reaching thousands of daily readers and over 680K Instagram followers. It should come as no surprise that Shields has collaborated with all the major beauty brands, and this month, she launched her very first product, Glow Hour, with the innovative clean beauty brand TULA.
Like many of the best beauty products, the idea for Glow Hour was born from a personal need. Unable to find a brightening under-eye treatment she loved, Shields decided to create it herself—and she found the perfect in a brand she’d worked with for years: TULA. One evening while at a work dinner with reps for the brand, she took a sip of her wine, made the pitch, and the rest is history.
At Create & Cultivate’s recent Digital Beauty and Self-Care Summit, Maya Allen, a beauty editor at Marie Claire, virtually sat down with Shields to learn more about her multi-hyphenate career and her latest venture in the competitive clean beauty industry, including the night she summoned the courage to pitch the idea to TULA over tapas and wine.
Scroll on for all of the most memorable moments from the conversation, and be sure to grab a notebook and a pen because you’re going to want to write these quotes down.
On launching a beauty blog…
“I love helping women feel more confident.” - Courtney Shields
On cultivating inner beauty…
“Inside out, outside in.” - Courtney Shields
On partnering with TULA on Glow Hour…
“Choosing TULA was super easy for me.” - Courtney Shields
“I’ve been using their products for 5 years.” - Courtney Shields
“I wanted to work so closely with the team to create something from the ground up.” - Courtney Shields
“I didn’t want to just white label something, I wanted to be a part of the process.” - Courtney Shields
On the importance of getting started...
“You can always pivot as you go, but just start.” - Courtney Shields
On forging ahead during COVID…
“You can look at 2020 two ways. One way is you can choose to complain and feel stuck and frustrated, or you can use 2020 as an opportunity for growth.” - Courtney Shields
“There’s power in our perspective.” - Maya Allen
On not paying attention to the number of followers, likes, or comments…
“If you are seeking outside validation, you’re never going to be happy.” - Courtney Shields
On seeking work-life balance…
“You can have it all, but you can’t have it all at once.” - Courtney Shields
On prioritizing self-care…
“Go for the walk, take the bath, do whatever fills you up, otherwise you’re pouring from an empty cup.” - Courtney Shields
On standing out in a saturated space…
“You have to do what you’re passionate about.” - Courtney Shields
“Standing out in a saturated space is all about being yourself and being authentic.” - Courtney Shields
“If you start trying to emulate what everyone else is doing, you’re on an uphill battle.” - Courtney Shields
“Looking inward, figuring out what feels good to you, and then doing that full-force is so important.” - Maya Allen
On navigating negativity and naysayers…
“I’m not a jar of Nutella, I can't please everyone, no matter what I do.” - Courtney Shields
On the best advice she’s ever received…
“Don’t procrastinate. You’ve got to get it done eventually, so might as well do it now.” - Courtney Shields
On her purpose…
“Walking through hard shit and showing people that you can still do hard things with a positive attitude and come out on the other side.” - Courtney Shields
On not paying attention to the number of followers, likes, or comments…
“If you are seeking outside validation, you’re never going to be happy.” - Courtney Shields
On seeking work-life balance…
“You can have it all, but you can’t have it all at once.” - Courtney Shields
On prioritizing self-care…
“Go for the walk, take the bath, do whatever fills you up, otherwise you’re pouring from an empty cup.” - Courtney Shields
On standing out in a saturated space…
“You have to do what you’re passionate about.” - Courtney Shields
“Standing out in a saturated space is all about being yourself and being authentic.” - Courtney Shields
“If you start trying to emulate what everyone else is doing, you’re on an uphill battle.” - Courtney Shields
“Looking inward, figuring out what feels good to you, and then doing that full-force is so important.” - Maya Allen
On navigating negativity and naysayers…
“I’m not a jar of Nutella, I can't please everyone, no matter what I do.” - Courtney Shields
On the best advice she’s ever received…
“Don’t procrastinate. You’ve got to get it done eventually, so might as well do it now.” - Courtney Shields
On her purpose…
“Walking through hard shit and showing people that you can still do hard things with a positive attitude and come out on the other side.” - Courtney Shields
Shop Glow Hour
TULA Glow Hour
$32
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8 Ways to Grow Your Personal Brand, According to an Influencer With 1M Instagram Followers
Marianna Hewitt spills the tea.
Have you always wanted to know what it’s like to be an influencer and grow a business out of your influence? We know you’re all craving insight on how to grow a brand and ramp up your social media presence right now so when we came across influencer and co-founder of Summer Fridays, Marianna Hewitt dishing her career advice and social media tips on Instagram stories, we had to screenshot it all and share it with you here.
Hewitt asked her Instagram audience—she has 1 M(!!!), followers—to send in their questions on all things business, social, and #influencerlife. Whether you’re an aspiring influencer, a brand trying to grow, or need some major inspiration, Hewitt’s insight is golden. She pulls back the curtain to share all the realness.
You asked, she answered. Scroll on for major tips, then don’t forget to grab your tickets to the Money Moves Digital Summit to see Hewitt speak on all things, money, career, business, and more!
How do you come up with fresh content so that your followers don’t get bored?
I just ask! Whenever I need new ideas I ask what the followers want to see. I have a document saved with all the answers and then I note what gets the most requests and do those.
Being a beginner, how do you grab a brands’ attention?
I think picking a niche at the beginning helps soooo much. You become the go-to expert on that subject! Creating beautiful content helps to get reposted or for brands to notice you. I
f you want to work with a brand, buy their products and use them and share them organically to show the brands what kind of content you would create for them and how your audience responded to you sharing it.
Also, not every brand has a budget to work with influencers and if they do it could only be at certain times for particular campaigns or launches that they would have budgets. So keep it in mind that brands don’t just freely have money all the time. But by posting and sharing them organically, hopefully, they will help keep you top of mind when opportunities do come up.
How did you grow your following?
“I just did a podcast interview and talked about this, you can find that here.”
Do you think it’s too late to become an influencer because it’s so saturated?
“Not at all! But that’s why having a niche is important when first starting so that you can build a micro-community who comes to you as an expert on one thing. I don’t think you need to be niche forever, but when you start, I think it helps so much.”
How do you build relationships with other influencers?
“Follow them. Like and comment on their posts.”
Can you grow your Instagram without using a lot of hashtags? How did you grow yours?
“I don’t really know if hashtags are that relevant. I don’t think you need them to grow your page. I think you’re better off tagging brands and getting reshared. And following people in your niche and engaging with their content and hope they follow back and do the same.”
What are some things you wish you knew before starting your influencer journey?
“It’s a lot of work. Most of the work you do is for free and you don’t get paid. Because you’re creating organic content every single day that isn’t sponsored. Let’s say 10% of your content is sponsored. Then 90% of your work you do for free. So you have to be okay with doing a lot of work to hopefully get paid opportunities. You can also make money through affiliate links.
When you are an influencer you are:
The model
Photographer
Videographer (if you do IGTV or YouTube)
Editor (for video)
Social media manager
Community manager
Writer (captions or if you have a blog)
Stylist (if you post fashion content)
Makeup artist (if you post makeup content)
And so many more things! Being an influencer is so many jobs rolled into one.
How do you keep your feed cohesive without a filter?
Take photos with similar colors. So you’ll notice there’s no black in my photos right now. So if I took a picture on a black wall or with a dark outfit, it wouldn’t match. So just take pics of things that go together.
Does the grid matter?
I do think your feed matters to new followers. When a new person comes to your page they see the first nine to 12 photos so it should get their attention and make them want to follow and have an idea of what kind of content they’ll be getting from you. I don’t think feed matters as much to existing followers because they likely just see the new posts but not as frequently go to your profile.
How do you find your niche?
Your niche should be your “thing” so it should be easy to narrow down based on what you are passionate about or an expert in. I like to think of content pillars and posting mostly those topics; so a few things that you like. You can post a few things and see what’s resonating most with your followers and getting the most engagement. Then post more of that.
How do you establish your first partnership if you’re just starting out and don’t have high follower numbers?
I would ask yourself:
Why would this brand work with me?
What am I bringing to the table?
And pitch them your strengths:
Did you post them before and convert a lot of sales?
Do you have data to show that?
Do you create beautiful content, and can you work with them to create assets for their socials?
How do you decide which platform to post your content? Instagram, YouTube, TikTok, or blog?
Instagram:
Photos
Stories/daily posts in the moment and more quick content
YouTube:
Longer videos
Content I want to live longer or videos that are searched for
Blog:
More writing than what would fit in an IG caption
Lots of shopping links and roundups of items
How do you keep motivated to post stories every day?
I genuinely love to create content and share. So I never feel like I “have” to do it. I *want* to do it. On the days I don’t want to, I just don’t. Like for my feed right now I don’t have a pic to post next and haven’t felt like getting ready so I just didn’t post on my feed yesterday or today.
How long did it take for you to get a substantial follower base?
I started Instagram very early on in 2013 when it was much easier to gain followers than it is now. I gained a large audience by 2014 but then continued to grow it. I was at 500k in 2016 (it took me from 2013 to 2016) and hit 1M in 2020. So it took me four years to reach my second 500k.”
What is the biggest struggle with being an influencer?
“There is zero job security and you have no benefits. At any time (like now) brands could all cut their budget for sponsored content and what would your job be? How will you make an income? There are no sick days. There are no days off. There is no maternity leave. All the pressure is on you.
Since you are the influencer and face of the “brand” you cannot delegate things to other people. You are the one in the photos, in the stories, etc. There are a lot of benefits though and it’s an amazing opportunity to do this full time but there are so many risks so you just have to be okay with that!”
For fashion content: Do you think a blog is necessary or can someone be successful only using Instagram?
“If you want to be a blogger then yes you need to have a blog. But if you want to be a social media influencer or content creator, no you do not need a blog. Think of some of your fave influencers, they probably don’t have a site!
Do you use a professional photographer for full body shots?
No, I’ve been shooting all my content at home on my iPhone. I generally only shoot with a photographer for sponsored content because I want the highest quality photos for the brands.
How do you pay your agency for managing you? Do they take a percentage on your earnings?
Yes, they make a percentage of the deals they bring in for me. Then the percent I get for myself, I pay taxes on (because we don’t get paychecks so our taxes are taken from the money we bring in) and then pay out employees, creatives, etc.
Like what you see? Catch Marianna Hewitt at the Money Moves Summit, May 2nd, live from your couch!
Ask an Expert: How Influencers Can Keep Their Business Thriving While Social Distancing
The key? Serve a bigger purpose.
We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!
Photo: Courtesy of Idalia Salsamendi
If the coronavirus crisis has taught us anything, it’s that no business is immune from COVID-19’s far-reaching economic impact—even one that’s predicated on social media. To find out how influencers can keep their businesses thriving while social distancing, we tapped business strategist and social media consultant Idalia Salsamendi whose client list includes Chriselle Lim, Brittany Xavier, and Jacey Duprie, to name a few.
If you joined us for her Ask an Expert Instagram Live conversation this week, you know that the influencer world is spinning with one critical question in these difficult times: What happens now? Scroll on for the business strategist and social media consultant’s top three tips for how to manage not only your career and business but also your stress, and find out how to tune into our next Ask an Expert segment on Instagram Live.
1. Time to Influence
In today’s society, the word “influencer” is tossed around so frequently that perhaps we’ve lost focus on what the word actually entails. Our minds are instantly transported to those men and women posing in their latest outfit by a hot pink wall, and/or promoting their favorite skincare brand saying how “obsessed” they are with it. That’s all fine and dandy. I mean hello, I’m the one booking those deals.
However, since the dawn of the arrival of social media (yup, I’ve been managing influencers, talent, and models for over a decade now), I’ve always instilled in my clients one main thing: serve a bigger purpose. Now more than ever we are truly seeing the rise of the innate meaning of “influencer.” We are seeing men and women around the world donating their resources, voice, and money to the pandemic at hand and guess what, it’s making a difference. I’m noticing a beautiful shift in the paradigm to use this “influence” to do more than to sell an object, but rather to serve a cause. Here’s a beautiful thing though, you could actually do both. Hence point #2...
2. Pitch Smart
A common question I get asked is, “Idalia, should I even be pitching to brands right now?” My answer as of today, March 26, 2020, is: YES. Please pitch. Please support your small business (remember you are one!). Here’s the clincher though: You have to pitch smart and not be tone-deaf to the global pandemic. Like I mentioned in the first point, you have to use your influence for good, and so do brands. Now is the time to think about how you could make a difference and ask your favorite brands to join you on that journey.
If you’re self-quarantined, think about brands that speak to that situation... is it your favorite snacks, wine, sweatshirt, book, etc.? Then reach out and tell them you’d like to unite forces and raise awareness around a charity, organization, hospital, etc. Donate a part of your rate to a charity. You can even ask them to chip in, too! You both could raise funds to support your local food drive or raise awareness to a cause... possibilities are also endless here. Encourage the brand, and show them your passion and education about the subject.
One extremely crucial point to take into consideration when doing this: it has to be genuine. Please do not link yourself to a brand or charitable cause if you feel nothing for it and are doing it to look good. It will bleed into your work, and people can sniff a fraud from a mile away. So really sit yourself down and consider what you care about.
Pssst... If you need a helpful nudge, here are a couple which I’m personally donating and raising awareness for:
And if you’re scratching your head wondering how you can properly even pitch, definitely check out the Powerful Pitch Kit for Influencers, and enjoy 50% off with promo code: CULTIVATELOVE.
3. Say Buh-Bye to Your Comfort Zone
The chances of you reading this while self-isolating are pretty high, so I’m going to be your cheerleader right now and encourage you to step out of your comfort zone. I get it, we are all locked up and it’s human that at moments we feel disillusioned, hopeless, stuck, confused, angry, sad... the list really could go on and on. Here’s the thing though, you have to push through. Keywords: HAVE TO.
Influencers that have been able to take the quarantine and show different sides of themselves are the ones that are not only the happiest (mental health check) but are also the ones that are getting reached out to by brands (pay-check). Simply taking a pretty photo is no longer the status quo, but rather something that may turn off your followers if you do it too frequently. So I’ll ask you what I ask everyone I work with: what sets you apart as a human being (forget business)? Do you play the piano? Do you paint? Do you do funny impersonations? Do you dance? Do you love to work out? The answers are endless, and what’s imperative to understand here is that there is no right or wrong answer. The end-game is the same: show it to your followers.
Since the rise of TikTok, I’ve seen influencers that are much more polished and serious on Instagram, let loose and have some fun on the ‘Tok. I’ve seen them without makeup in their sweatpants trying to a crazy dance move. And people are going nuts over it, even when syndicated on Instagram! Moral of the story: people want to see all your wonderful, quirky, funny, inspiring dimensions and now is the time to show them.
I genuinely hope these three tips inspired and empowered you in one way, shape, and form. From the bottom of my heart, thank you for stopping by and reading this. If you’re curious about more of what I’m up to, feel free to check out my website and my podcast.
About the Expert: Idalia Salsamendi is an industry-leading business strategist and social media consultant. With over 16 years of experience in PR and top-tier talent management, Idalia opened her company in 2016 with strategy for both brands and influencers at its core. Known for being selective towards the types of projects and clients she engages, the mantra for her company is to inspire, inform, and empower. Her roster includes Chriselle Lim, Brittany Xavier, and Jacey Duprie, to name a few.
Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert.
Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!
Create & Cultivate 100: Content Creator: Rocky Barnes
The OG influencer knows a thing or two about amassing a social following.
With over 1.8 million followers, Rocky Barnes knows a thing or two about Instagram. But, believe it or not, the model slash style icon entered the influencer space well before the visually-driven social media platform was a thing. She got her big break back in 2012 when she starred in Justin Beiber’s “Boyfriend” music video and then quickly started gracing the pages of Vogue and Cosmopolitan and becoming the face of brands such as Sam Edelman, Furla, and bare minerals.
But don’t call her an overnight success. Barnes has been hustling for years to get where she is today. As she told us at our Desert Pop Up event in Palm Springs last year, “An overnight success is 10 years in the making.” And she’s put in the work. She launched her eponymous blog, Rocky Barnes, over seven years ago (a.k.a. during the digital stone ages) and has slowly but surely amassing a loyal band of followers. Not only has she partnered with big-name brands like PAIGE, Moët Chandon, and AmEx, but she’s also stepped into the role of designer by launching an exclusive collection with Express last year. And she has plans to make more major moves in 2020—like giving birth, among other things.
Below, Barnes gives us the low-down on starting out when Instagram wasn't even around (in other words, when the influencer space was very different from what it is now), on staying true to herself in order to stand out amongst the competition in a saturated space, and on struggling to draw boundaries around what she does and doesn’t share on social media—especially now that she’s expecting.
CREATE & CULTIVATE: As a model, influencer, and style icon you are always pursuing interesting collaborations. How do you choose what companies to partner with? What makes a successful collaboration?
ROCKY BARNES: There are many different reasons I choose to collaborate with a brand. I, first and foremost, must believe in the brand and the product we are creating. Another important factor is finding a partner who allows you to have input and creative freedom. My most successful partnerships are the ones born from organic relationships where brands that I have been wearing for years approach me to collaborate.
What is your best social media advice? What can other content creators learn from your success?
I believe a huge part of my success has come from consistency and a strong sense of self. I really try to post based on what I find interesting and beautiful versus trying to get the most likes—not every post has to be about the numbers. It’s about showing people a glimpse of the world through your eyes. Something I am personally trying to improve on is being more vulnerable with my followers. I really appreciate it when people are able to share the good, the bad, and the ugly.
“To some people, I may look like an overnight success who just popped up out of nowhere, but in reality, I have been busting my ass for the last 10+ years.”
Did your follower count on social media increase gradually or was there an event that escalated your growth?
My growth has been slow and steady. I’ve been consistently posting on Instagram and blogging for about seven years!
When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?
I always find I get the most attention and movement from personal projects. I am very adamant about always making time for passion projects and not letting sponsored jobs take up all my time. It’s important to stay inspired!
You started out when Instagram wasn't even around and the influencer space was very different from what it is now. How have you remained unique and true to your voice in what is now a saturated space? How do you continue to differentiate yourself and stand out among the competition?
An important thing I have learned over the years is when to say “no.” It can be hard at first, but having a long term goal in mind versus capitalizing on a short term goal is very important. Stay confident, and don’t be afraid to hold out for your dream clients!
How do you hope to empower and inspire women through fashion and your modeling career? What advice do you have for those looking to start out in the space today?
I hope that I can inspire other women and demonstrate that hard work really does pay off. To some people, I may look like an overnight success who just popped up out of nowhere, but in reality, I have been busting my ass for the last 10+ years. I worked four jobs out of college and never gave up! I am grateful for the connections I made in the modeling world, and it has been fun seeing my peers grow in the industry next to me! Fashion has been a passion of mine for as long as I can remember, and I feel grateful to be in an industry I love!
You share much of your life with your followers on Instagram. Most recently, you shared your pregnancy—congratulations! How do you draw boundaries around what you do and don't share? What advice can you share for others?
The beauty of Instagram is that you truly have control over everything! You can share as much or a little as you like. I always felt like a picture says a thousand words, but these days it’s hard not to feel like I should be sharing more. I struggle with finding a balance between sharing my life and living in the moment. I am still working that out myself.
What do you wish you had known when you were first starting out? Why? What about your job do you wish more people knew? What are the biggest misconceptions?
The biggest misconception is that our lives are a permanent vacation. Don’t get me wrong, we do have amazing experiences, but it isn’t always as glamorous as it seems. As is true with the modeling world. Dealing with the modeling world prepped me well for the influencer world. We work all the time, weekends aren’t a thing, and there is no such thing as sick days or paid vacation days. Working for yourself is stressful and scary, but when it hits, also the most rewarding.
Being an influencer can be a 24/7 job. What is your content planning process like? How far ahead do you schedule/prepare content? What are some best practices when it comes to creating and planning content?
For me, I like to shoot and post as much in real-time as possible. For sponsored jobs, you usually need to have content approved, so I shoot those ahead of time. Luckily, I work with my husband (he is my manager and photographer) so we have the ability to shoot almost every day. I try to have a rack of outfits always styled and ready to go to make shooting on the fly easier!
With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?
My husband, Matt, is always amazing on days when I struggle with motivation or when I’m feeling overwhelmed. He is so supportive and positive and helps me prioritize and focus when I can’t do it myself. I am also so grateful for the position I am in and always try and remind myself how far I have come!
What is the #1 book you always recommend? Why?
The Four Agreements by Don Miguel Ruiz. Learning to not take things personally in our industry has helped me more than anything.
Photographer: Jenna Peffley
VIEW THE FULL CREATE & CULTIVATE 100 CONTENT CREATOR LIST HERE.
Influencer Pricing Guide: How Much To Charge For Brand Partnerships
Know your worth.
“How much do I charge?” is arguably the most asked question in influencer marketing, and for good reason—the world of influencer content is still relatively new. But if you have set rates and a plan in place, you’ll eliminate a lot of the stress of partnerships and brand outreach.
When it comes to pricing for brand collaborations, there’s no perfect equation. As much as we wish there was a go-to price that works for content across the board, there just isn’t. That said, there are a few best practices you can follow to eliminate the confusion quite a bit.
The Industry Standard Equation:
For social posts: $0.01 x number of followers*
*if “like” engagement is over 2.5%, charge $0.02 or more per follower.
For blog posts: $0.10 x monthly site sessions
Before giving a final fee, run through the requirements for the partnership. Consider an add-on fee if...
You have to include more than 10 images in your blog post
You're giving the brand image rights
You're posting an Instagram Story that drives to your blog post
You’re required to share your blog post on Facebook, Twitter, or Pinterest
You have a manager with an overhead fee
You're working with a brand that requires certain verbiage
You have to travel
You have to buy props
You have to outsource any work (e.g., a photographer or makeup artist)
The project requires a lot of pre- or post-production
The brand requests more than one round of approval, extra images, additional links, or an unusual timeline
Consider the value of each of those asks. When finalizing pricing, think about how much time each task will cost you. Don’t be afraid to charge more if you see yourself putting a lot of extra time into the project!
When should I start charging?
The short answer? Now! If you’re able to offer a brand value, then you deserve to be paid. And the numbers above aren’t hard and fast rules: If you only have 5k followers but your work fits into a certain special niche, you don’t have to stick to the industry standard. If you believe your work is valued at a higher cost, charge what it’s worth.
Too many people think you have to wait until 30k or 50k followers to start charging for partnerships, but when you offer value to a brand, you should be getting paid. Think of it this way: Professional photographers charge thousands of dollars for social imagery, and many of them only have a few thousand followers on Instagram.
How do I have “the money talk?”
Talking about fees is uncomfortable—we get it. But if you have a strong media kit that shows analytics from your social platforms and website, it’ll do the talking for you. Data is the best way to prove a point.
If you’re partnering with a brand you really love and want to build a relationship with, consider being flexible the first time you work with them. Name your price, but don’t be afraid to offer a slightly discounted rate for more posts if you want to build a rapport and make it an ongoing partnership.
Do I need a manager?
Is it time to hire representation? That depends on several factors. Answer the following questions if you’re considering hiring out:
Do you spend the majority of your day answering emails?
Have you hit a wall when it comes to partnerships and outreach?
Do you feel like you just don’t have the right connections?
Do you hate handling contracts?
Do you feel like you know your branding well enough to relay that information to a manager to pitch to brands?
Do you have the financial stability to give up a portion of your commission to a manager?
If the answer to most of these questions is yes, then a manager might be worth considering. They’ll find potential collaborations, handle client back-and-forth, and have those difficult money conversations for you. But that doesn’t mean you’re entirely off the hook: Successful brand partnerships start with showing the value you can bring to a brand, so you still have to come to the table with strong branding, high audience engagement, or unique blog content as selling points.
How do I sell myself?
Consider your brand guidelines, website design, SEO, email and overall content planning. If you're constantly winging it, it’s going to be difficult to set goals for content and partnerships. At Flocke hq, we work on influencer growth through brand and marketing strategy. The best way to feel confident in your content is to have data that shows growth and a larger strategy that outlines your long term goals.
At the end of the day, your personal brand is yours. You call the shots and get to pick how you handle brand partnerships. Remember: Your pricing comes down to the worth of your work and the time you're putting into everything you do. Ultimately, you're the voice of your brand, and no industry standard is perfectly crafted to you.
As you take on this year, we recommend that you create a 30-, 60-, and 90-day content plan and a growth strategy that ensures brand partnerships are always within reach. If you need a little guidance or want to learn more about what performs best, head over to Flocke hq and find out what we can do for your brand!
Tyler Grove and Rachel Broas are co-founders of Flocke hq, a digital marketing consultancy geared solely to help influencers build and scale their personal brands. As influencers themselves (@rachellaurenlucy and @tytygrove), they know the hard work that goes into creating a successful empire off of your own personal brand.
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