Business of Craft Season 6 Episode 3 Anneliese Johnson Insights in Influencer Marketing

Business of Craft Season 6 Episode 3 Anneliese Johnson Insights on Influencer Marketing


Welcome to Business of Craft, a show designed to help entrepreneurs with fabric or fiber businesses become more successful. Our guests share best practices and teach effective marketing skills, that help crafty business owners learn to grow and scale. Let’s start crafting a better business together!

Today’s guest is Anneliese Johnson. Anneliese is on-half of the mother-daughter design duo behind Eye Candy Quilts, which focuses on quilt pattern and fabric design. Anneliese also has experience working in local brick -and -mortar quilt shops, and most importantly, she’s also an account manager over here at Stitchcraft Marketing. She is an expert in influencer marketing and is here to share her insights today on influencer marketing and the crafting business sphere and how they can kind of both coexist and maybe learn from each other and of course support each other.

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[03:28] Let’s just explain what is an influencer and why do some people feel like it’s a little derogatory, and should we be using content creator instead?

[06:11] Let’s talk about some of the benefits of influencer marketing. Why does that work work compared to other types of marketing strategies?

[07:44] How would you say influencer marketing in our industry or craft industry differs from other types of industries? And what challenges and opportunities does that represent?

[11:57] I’d love for you to share an example with us of an influencer marketing campaign that you have been involved in to kind of illustrate for our listeners what does it look like and maybe you can also include a little bit about like what strategies you implemented along the way.

[15:48]  How do you identify and target your audience effectively to ensure that your content is going to resonate with the right demographic, with that right audience?

[18:18] Let’s talk quickly about some of the controversy around influencers.

[19:15] Do you have feedback for some of those shop owners on how can they work within this new influencer marketing realm and not feel so angry and threatened?

[23:58]  What do you say to influencers who feel like they might not be able to generate the content like they need to?

[25:46] What is that first step that you would advise someone who wants to be an influencer?

[27:30] Where do influencers see a paycheck in this whole scheme?

[32:23] How can influencers be intentional about carving out their own brand?

[35:10] Any other angles we need to cover on this topic, either from the retail perspective or manufacturer distributor perspective, to make sure we do a full circle on all the different angles?