Influencer marketing is a form of marketing that involves getting individuals with thousands to millions of followers to promote your product or service. This type of marketing is a mix of old and new marketing tactics. Old tactics refer to the use of celebrities for endorsement. New tactics, on the other hand, includes the use of people who have a strong social media presence.

Influencer marketing is the latest form of marketing technique. In 2020, for instance, it was projected that 19% of marketers would spend $1000 to $10,000 annually on influencer marketing. Moreover, 18% of marketers will pay $100,000 to $500,000 annually, and 7% of companies will spend millions in influencer marketing. Overall, the Influencer marketing budget is forecasted to increase by 65%

We spoke to Josh Snow, founder of Snow Teeth Whitening. We discussed how influencer marketing helped him turn his businesses to a multi-million dollar business in a rapid amount of time.

About Snow

For over 12 years, Snow has built multiple eCommerce businesses. He recently sold the company he started at age 13 for an 8-Figure price tag.

The Snow company is one of the most dominant brands taking market share in the oral care industry. The lineup includes teeth whitening products, toothpaste, mouthwash, and floss. The company is also venturing into the beauty niche. They sell beauty products such as anti-aging lip balm and lip exfoliator in the market.

In a year, Snow transformed from a start-up to an 8 figure world-class cosmetic brand. You can say that Josh Snow is the “Steve Jobs” of the oral care and beauty-tech industry.

How Influencer marketing worked for Snow

Influencer marketing helped the company achieve high conversion rates. The company was new in the market. So how do you quickly build trust among your audience? Through the use of influencers.

Josh partnered with celebrities such as Floyd Mayweather, Rob Gronkowski & others to promote the product. The influencers have helped the company expand its reach by a landslide. “When it comes to working with Floyd Mayweather, for example, we were tackling the question, how do we get men to buy teeth whitening products? How do we activate the male market?” says Josh. When the company partnered with Floyd Mayweather to endorse the product, they communicated to the male market that even the manliest man in the world uses teeth whitening products. Since Floyd actually uses Snow products, it was easy for him to come up with hooks, unscripted.

“Still, if the product is not good, the influencers will not be willing to partner with you. Most celebrities want to be associated with a brand that makes them look good,” says Josh. The Snow whitening product is ingenious. The company’s teeth whitening system has Bluetooth technology, red light therapy, wireless mouthpiece, auto shade detection, and much more. Celebrities have reached out to the company so that they can partner with them as influencers. “When you have someone with 4 million followers talking about your product, then you are likely to reap recognition and sales. This is because the audience trusts the influencer, but the product must speak for itself” says Josh.

Statistics show that 49% of people rely on influencers for recommendations before making a purchase.

“Our customers are also our influencers. We have a strong affiliate program that allows our customers to earn every time they promote our product,” says Josh.

Choosing the Right Influencers for your Brand

One of the ways that the company markets its product is by using social media marketing. The company has partnered with celebrities. The celebrities often give Snow’s company access to their Facebook, Instagram, and YouTube so that they can boost the unscripted endorsements. The company doesn’t work with any influencer. “You may have a celebrity social media influencer with over a million followers. However, the followers are not your target audience,” says Josh.

Snow partners with influencers whose followers match the company’s target market. These are followers who are interested in the product and happen to be a buying crowd. The company also works with micro-influencers. Micro-influencers have a higher engagement rate with their audience compared to macro-influencers. Whether it is a micro, macro influencer or a celebrity, the company treats all its influencers the same. “We operate a micro-influencer in Facebook with the same gold standard treatment that we would offer Jennifer Lopez,” says Josh. Thanks to influencers, the company has managed to market its product to nearly every household in America.

Have you ever tried influencer marketing before? Share your experience with us down below in the comment section.