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In this episode of the Raising Her Game Podcast, Flori puts Steph Pase from Just Another Mummy Blog on the hot-seat when it comes to influencer marketing.
 

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TUNE IN TO HEAR ABOUT

  • How to get your brand featured by an Influencer
  • The importance of tracking when it comes to influencer marketing
  • How persistence can pay off
  • Why you need a contract and who's responsible for creating it
  • What drives her to post about a brand

 

 

 

ABOUT STEPH

Steph Pase is the face behind Just Another Mummy Blog. She is well known for inspiring a little #stephing in everyones life. The #stephing craze is a reflection of her nature to be organised, declutter, label and keep everything in order to reinstate control in the lives of many busy mums chasing toddlers and kids while working and looking after themselves at the same time!

Her online blog and instagram has built a strong community of loyal followers that are inspired by her lifestyle, home styling, mum life, fashion, fitness, recipes and beauty! A total mum haven. Her passion stems deeply from motivating women to be their best self whether that is in health, fitness, mental health or just educating them of beauty and style. She loves to spread her knowledge whilst motivating and inspiring the everyday woman to take charge of their life!

 

 Steph-Pase-Children-Mummy-Blogger

 

CONNECT WITH STEPH

Website: www.justanothermummyblog.com
Instagram: @justanothermummyblog

 

TRANSCRIPT

Flori Pyke [00:01:24] Hello and welcome to Episode 71. It is Flori here. And, today I get to connect with Steph Pase, creator and founder of Just Another Mummy Blog, as well as Steph Pase planners. Huge welcome, lovely. How are you?

Steph Pase [00:01:40] Hey, I'm good. Thanks for having me.

Flori Pyke [00:01:42] Yeah. No, it's my pleasure. And, thanks for making the early start. It's a bit early for both of us. But no, I really appreciate it. I'm really, really excited to connect today. Before we kind of deep dive into all things influencer marketing, I wanted to just get a gauge from you. Tell us a little bit more around Just Another Mummy Blog and what it is that you write about?

Steph Pase [00:02:05] So, I started my blog brand up when I was a new mum. My daughter Harperwas only two months old. So, I felt really alone. I didn't really have any mum friends. So, basically, I also did journalism with before like at uni. So, I really love to write. It's like an outlet for me. So, my husband was kind of like, because I kept talking about this blog thing that I wanted to do. Ryan, my husband is like, just do it, you know? And I'm like, I think for me the biggest thing was I worry too much at that time what people would think starting a blog. You know there's so many mummy blogs out there now. But I basically just ended up doing it. And, it's evolved over the last three and a half years. And, it's like definitely one of the best things I ever did. I never thought it could be a job when I started my blog. It was this like a hobby just to keep myself sane [both laugh] between changing nappies. So, yes, I definitely came from a really genuine place. And, I still just share my journey with motherhood, my experience with anxiety, mental health such as post-natal depression. And I'm very open about most things. But I also share, you know, you juggle lifestyle stops at health, fitness, organisation, interior. So, it's a bit of basically the blog is just like me in a nutshell, really.

Flori Pyke [00:03:19] No, I love it. I think it's like really impressive, too. I want to just like shine a light on the fact that you've managed to get the blog really up and going. And then, the following that it has is quite impressive because and we'll talk about the following in a second. But, you know, I think blogs in a nutshell are something that, there's a lot of blogs out there no, right? So, to get that cut through and to have the following that you have achieved is quite remarkable. So, let's talk about that following, because that is something that I definitely want to get into your genius zone about today. So, Steph, you have a following of one hundred and twenty-four thousand people on Instagram at the moment.

Steph Pase [00:04:01] Yeah. [Flori says "Whoa."] Just a few.

Flori Pyke [00:04:05] It's pretty crazy. I mean, I think when I saw that, you know, when we were chatting earlier, I was like, right, we really got to tap into this because I know for a lot of our students, I often see discussions in the community. I often get asked, you know, how do I approach an influencer? How do I work with an influencer? What are the steps? And so, I thought, you know, what a great opportunity. Let's get you on the podcast and let's ask you, being an influencer. Let's put you in the hot seat around how do we do this. So, let me just dive into my first question for you. And that is really quite simply, like what makes you post about a brand that someone ask you to post about?

Steph Pase [00:04:49] So, basically with blogging, there's obviously different parts to it. So, when you kind of, and I've had to learn this along the way because as I've said, I had no idea about this could even become an income or a job. But I started from a place that I just literally wanted to connect and that is my purpose. And that's always what is going to drive my passion for my blog. But basically, depending on the scale of your blog, you basically get dm's, emails. I get a couple hundred a day and it's really about knowing what products you already use or if it's, say, that's a charity or something that really connects with my purpose, something that fits into my lifestyle. If it's something like I don't know, some hobby or something that I'm not really into. So, for me, I'm not a green thumb. So, if someone wants me to promote, I don't know, it's something to do with plants. I'm not going to do that. And just things I'm not really passionate about. Like, you know, I love helping people keep their houses tidy and clean and organised. So, I work with a cleaning brand that I use. And that just fits in with my lifestyle and that contributes to my purpose, which is helping people keep organised. So, it's basically like that. And then, when you are a smaller blogger, you can do exposure in exchange for product. So that's called contra. So that's where that is. And then, when you become a little bit bigger than, you know, these posts do become your bread and butter. It helps support your family. So, it has to number one, be a genuine connection; number two, fit into my lifestyle. And then, number three, that is part of my income as well.

 

Steph-Pase-Brand-Influencer

 

 

Flori Pyke [00:06:23] Yeah. OK. Got it. And what about from a brand standpoint, like so when they are reaching out to you to post, what's a reasonable ask, I guess? And I guess that comes back to the size of your following. But I mean, is there something that you prefer to post about, like whether it be like a discount code or a giveaway, like is there some preference that you might have in terms of what to the actual logistics of the ask and the post? You know what I mean?

Steph Pase [00:06:54] Yeah, definitely. I think that really does come down to the product. I would definitely say in terms of a functional product, so say as I said the cleaning product. Using stories is a really good way to show off a product that's not necessarily like something to look at but more show its purpose. Whereas in terms of fashion, you could definitely team up a post with stories, but things that you really need to demonstrate to your followers. That's something that needs to be in a story or could be Instagram TV video.But I think definitely making, I really like being part of deciding on the content. Usually, so it depends on the influencer themselves, but I really like, you know, usually the influencer, they should know what works best for their blog and their audience. So, a lot of brands will ask me, what do you think will get the most effect for us with our product. So, it usually could be a story and a post. It could be a giveaway. So, say, if you are a brand that wants to grow your Instagram following, doing it give away with that influencer is really going to help boost that. And it kind of got to be mutually beneficial as well. But obviously that influencer has to host the giveaway, put that time towards it. So, it's definitely something you need to discuss with them and see what they think works best for their audience.

Flori Pyke [00:08:08] Yeah. OK. That makes sense. So, it really is in a nutshell, just to recap, I guess like a case by case basis. There's no hard rule here. There's no like line in the sand. It's about, you know, working together with the influencer to find something that works for them.OK. Got it. Now, with one hundred and twenty-four thousand followers, I have a question for you. When it comes to brands reaching out to you, what percentage would you say of things that you receive would you end up posting about I suppose?

Steph Pase [00:08:38] Well, I think I would turn down at least 98 to 99 percent of, and that is because, obviously because I've been established for a couple of years now, I've already got... with me, I like to have a long-term relationship with a brand. I want to help every month to get their brand out there and they fit into my lifestyle. So, I definitely know and I don't really give out my details to many brands so they can send me stuff. As I said, like I'm an organisational person. I don't like clutter. And if I do, I actually put packs together and I go around my local area and I give them to mums that need them. So just I don't like... [Flori says "Oh, that's nice."] Yeah, I don't like items going to waste, but I definitely would turn down, like, 98 to 99 percent. And even before that, and that's honestly as a brand, that's what you want. You want an influencer that is genuine. You don't want, say, if you're haircare brand, you don't want to you know pay an influencer promote your haircare product. And then, once that's done, the next month, you have a look and they're promoting another brand. [Flori agrees] You want an influencer that's genuine and that fits in with your branding as well. That's really important is in all of this, as much as you do want to cater for the influencer, you need to realise that you need to make sure that you are choosing the right people for your branding. Do you want this person to represent your brand? Who is their main audience? You need to make sure it actually is catering to your brand. So, say if you want to reach out to mums, obviously, make sure that's their audience as well. Unfortunately, I know that there can be people that can buy followers as well. That's something you need to look as well. Look at their engagement. See if they're actually really connecting with their community. And then, if you can see that, that's a really good sign.

Flori Pyke [00:10:18] Yeah. No. I think that's a really good point that you make, because I've definitely, it's so true. I think we've all seen that. You know, you've been scrolling in the feed. All of a sudden, it's like, whoa, how did that person get to fifty thousand followers? And then, the next thing you see is like a post that popped into the feed and you know, not one comment, not one, you know, might have a couple of likes or what have you. But my point is, that's exactly right. They're probably purchase followers. Now, just building on this, you know, the percentage of brands that you post about. Was this the same for you when you were, you know, smaller, when you had, I don't know, 20, 30, 40 thousand followers? I guess I'm trying to, for our audience, for them to ascertain like, you know, I would guess and I'd love to get your insights on this like that an influencer would be more likely to post about you being more at a micro level perhaps, doing a bit of contra maybe. I'd love to hear your views on that.

Steph Pase [00:11:15] Yeah. Definitely. I think and that's a lot to do with, you know, you are actually going to be able contact them with. Unfortunately, if you DM a larger influencer, we don't always see that, unfortunately. [Flori agrees] So, it is good to, so if you did want to work with a large influencer, definitely, I would probably email. That's the best way. Sometimes in their bio, it might say the best contact. Yeah. But definitely with micro-influencers. It also will help with your budget. So, if you don't have a large budget to work with, micro-influencers are really good. And you know, they might, they obviously might not, they might get maybe half the amount of offers, if not, maybe a little bit less. And, that is going to give them more time to dedicate your brand as well.

Flori Pyke [00:11:57] Yeah. Yeah. OK. Now, when you decide that you're gonna post about a brand. So, someone reaches out to you. They email you in your case because you've got a lot of followers and you say, "yep, that's the right fit." You know, you work out the logistics of what you're going to post and how it's gonna happen, what happens? Like do you put some sort of contract in place with someone before posting about them so that everyone understands the terms and conditions?

Steph Pase [00:12:25] Absolutely. And this isn't always done. I think it's really important just because you want to both parties need to know what the guidelines are, what they're both agreeing to, because through and unfortunately, a lot of these talk like spoken through DM and that can get messy. [Flori agrees] So, even just offer, just do you want to have a phone call? I think having that more human connection's really good. I really love being able to Skype or have a phone call with my brand just so I can have a good chat, know the person behind the brand as well. I think that's important, but definitely no matter how small you are. I think it's just a really good idea. And that's going to stop any messiness happening later on. I hear about it a lot. It's happened to me before. Where, you know, I've thought OK I'm gonna do this. And then, they thought maybe I was doing something else. So, it's good just to know where you're both at and you can both have the guidelines. So, say, if you want to make sure they mentioned something or if there's a certain hashtag, you put all of that in the contract.

Flori Pyke [00:13:19] Yeah. I think I totally agree. And, I also think that the benefit, right, of putting together a contract because we've certainly worked with different affiliates, right? So, the benefit of that has been that, you know, 12 months down the track when we want to work, tap that affiliate again on the shoulder is that we've got everything in writing. So, we know exactly, you know, what the payment terms were. We knew exactly what was expected of them, what was expected of us. And, it just keeps everything really clean and organised if you decide to work again as well together. OK. Great. Now, who provides that contract, though? Would you suggest that the brand themselves provide it?

Steph Pase [00:13:59] Yes. So, I pretty much always, I don't think I've ever had to really come up with a contract. It's always been the brand. Some brands might have certain payment conditions or they might take two months, a week or whatever to pay you. That's just good to put that in so the influencer knows when they expect their income to come in. Me, I definitely would just have like a nice template that you've got and you can fill it in from them and make it really quick and easy. And as you said, you can always refer back to it to know how that certain influencer might like to work. Obviously, things change, but it's just good to know have like that backup there.

Flori Pyke [00:14:30] So, let's pretend we got the contract in place. You post about the brand. So, what kind of an impact or results can that brand expect to have from your post?

Steph Pase [00:14:43] Well, that really depends on the influencer or depends on the scale, depends on the community. I'm very engaged with my community. I found that we get really good results. It just depends on, you know, what they're posting, what the product is. But, generally, like the brands I work with, they make back plus a lot afterwards, which is great. And that's what I want. I want it to be mutually beneficial for both of us. And, I really do put my heart into everything and I definitely would never promote a brand I don't genuinely love. And I think, you know, your followers are going to see that if they think you're just fluffing on about something you don't really care about. I think they're gonna know. So, I think just that keeping being genuine and also just expecting that result to you know, it's not going to probably happen all in one night. It's going to take a few days. People think about it. Having your discount code is a really good way to gauge the success as well. But also remembering that you probably will gain quite a lot of followers, which is good, and that's future customers as well. And people are going to come back to your store a bit later on.

Flori Pyke [00:15:42] Yeah. I love that you made that point about the discount code, because I had a little point here that I wanted to talk about, too, which was exactly like for those of you who are listening who, you know, have worked with influencer or are thinking of approaching an influencer. I think it's so so important that you create some sort of mechanism to track whatever it is that you are going to be promoting with that influencer. So, like you said, you know, if it's the discount code or if it's a special link or something, you need to be able to track that. So that, exactly, at the end of the day, you can say, right, you know, I invested however much in this person. And, after six months or however long is the measurabletime frame I made this much money back. You know, this is my return on investment and I just think that's fundamental because otherwise, you'll be floating in the unknown of whether it's been effective or not.

Steph Pase [00:16:34] Yeah, that's it. Definitely having, yeah, that's something to gauge off for and you can figure out which influencer did really fit well into your brand as well.

Flori Pyke [00:16:43] Yeah. Now, I also wanted to ask you like my guess is that you would receive... Actually, here's a question, how many requests would you receive in an average week, I suppose, from different brands?

Steph Pase [00:16:56] It's hard because now I got bigger. I actually have a manager now because unfortunately wasn't able to keep up with it. On an average day, it could be anywhere between 80 to 200 a day. [Flori says "Woah, I was not expecting that."] Yeah. Yeah, it's quite big. But that's why I say look, I literally turned out like most like. You'll probably say I work with the same brands every month because I genuinely love them. I love having a long-term partnership with people that works well for both of us and I'm using them anyway so it kind of makes sense. But yeah, like on a larger scale, but say back when maybe I was like twenty thousand, you'd still receive maybe like, it depends again on the community but 30 to 100 a week I reckon. At twenty thousand, I think that's what I was getting.

Flori Pyke [00:17:40] I think you're probably and correct me if I'm wrong, but probably a bit of an exception too because you've got the blog. So, it's like, you know, I'm thinking from brand's perspective, you versus an influencer with no blog. Obviously, I would be most interested to connect with you in the hopes that you might do a review, for instance, at twenty thousand followers on, you know, the lipstick I sent you or what have you. So, there's more touch points going out there. Do you think I'm right? I'm correct in saying that, like, you almost have a hotter prospect from an influencer standpoint, for that matter, would you say?

Steph Pase [00:18:17] Yeah. I think it also depends on each case. But like, if you could see that person is really active on that blog, because obviously there is a lot of people that have blogs but that don't upload very much. [Flori agrees] But yeah having a look at what they have to offer and saying all the free content that they're giving to their readers. So, with me, I love to, I've put out so much free content just to help people. And I think that kind of shows that I'm there to serve and if not entertain, I'll try to with my husband. But yeah, I think it can definitely be a really good addon even if they have a really good YouTube channel. YouTube is really big and that reaches like a whole different audience as well. [Flori agrees] But some people you'll find, some people are like either a YouTube person or Instagram person genuinely. So yeah, it is good to see if they have any addons that they could offer you for other content.

Flori Pyke [00:19:04] Yeah. Yeah. Definitely. OK. So what about... and this is I suppose from a personal standpoint and quite interested in this question that I'm going to ask you because I interviewed someone else on the podcast recently in PR, and she was talking about, be persistent, like don't until you get a hard no, be persistent. And, I guess I wanted to ask that of you as well like are there brands that are persistent and does persistence ever pay off? If and when they fit in with your lifestyle and, you know, your ethos?

Steph Pase [00:19:39] I think it definitely can. Obviously, the language you're using is very... [Flori says "of course"]. Yeah. For me, actually that it did, because at the time this makeup brand I work with now, I have been working with them for nearly two years now. But when I first started, they have always supported me. They wanted to work with me from the start. But at that time, I was collaborating with another makeup brand that I was working with. And at the time, so obviously I was like, you know, seeing how it goes with these guys. But with the original makeup that I was working with, I, after a while, I was like, you know, it's a bit pricey. I don't know if this is going to fit with my lifestyle. And, I think they chased me for maybe eight months to a year, just kept checking back in. But the way they did it was very polite and soft like they weren't too full on. They were like, "hey hun, just want to see how you're going? Let us know whenever you want to give us a try." And I think the fact is, when you reached out to them, make sure you offered to let them actually try the product. You have to make sure they love it. [Flori agrees] With me, I don't promote anything until I've tried it for at least a month or so, because you really do need to get to know the product to make sure you love it. There's been so many times I've tried products and I've just politely emailed the brands that, you know, it doesn't fit into my lifestyle and I've sent it back and I won't promote that because I want to be 100 percent in love with the product. But yeah, I think you can be persistent. As I said, just go for like a softer approach. Just let them know that you genuinely support them and their platform and then hopefully in turn they canactually see that and then make the time to promote your brand.

Flori Pyke [00:21:10] Yeah. Yeah. No, I love it. OK. Thank you. Well, that's been super informative. So, thank you so much. So, Steph, where can people find out more about you? Like give us your links and what not so our listeners can tune in to you know, plug into your blog and whatnot if you can let us know where to find you that be great.

Steph Pase [00:21:27] Yes. So, my Instagram is justanothermummyblog. And then also my blog is justanothermummyblog dot com. I also have my organisation planners that are out now, which is at Steph Pase Planners.

Flori Pyke [00:21:39] Love it. I was checking out your planners earlier this weekend. For someone who also likes a bit of organisation, I was high vibing looking at all those checklists and to-do lists. It was totally up my alley. So, yeah, I highly recommend checking those out. Now, we always have, we end each podcast with a bit of a parting thought from our guest. And, I'd love for you to share a bit of a parting thought. Maybe when it comes to influencer marketing, but also maybe just, you know, business in general and some advice that you have for our listeners.

Steph Pase [00:22:12] I think from, so this would be to brands and if you have a product, don't be afraid to show the person behind your branding. People want to buy from other people. So, don't be afraid to show them behind the scenes and the process that goes into it, because people really love that human connection.

Flori Pyke [00:22:29] I think that is such a great note that you've just added. And, it's something that I really agree with. Steph and I shout from the rooftops regularly that people buy from people. They don't buy from logos or brands that they don't know of. So, I really love that. Thank you. Now, thanks so much for coming on today, lovely. It has been really fun to have you on and super informative. It's certainly opened my eyes. So, thank you.

Steph Pase [00:22:56] Awesome, thank you so much for having me.

Flori Pyke [00:22:58] Love it. All right, ladies. That is a wrap. And as always, remember to elevate your business game.

 

HOW TO CONNECT WITH ANNA AND FLORI

Business School: www.theelevatory.com

Phone: 1300 634 230

Instagram: @theelevatory

Facebook: @theelevatory

Twitter: @TheElevatory

 

HOW DID WE DO?

We're incredibly excited to be able to share our business insights via the Raising Her Game Podcast. We aim to provide you the very best content each week to help you elevate your business game so you can take your life and business to the next level. We'll tackle the topics that will get you increasing your productivity, mastering your mindset and strategising like a marketer. If you're enjoying the show, you can help spread the love and pay it forward by leaving a review . It will make it easier for other female entrepreneurs in business like you, to find us and kick their own goals.

 

 

 

 

WHO ARE ANNA & FLORI

The Elevatory is an education hub for Women in Business. Founded by Anna and Flori in Sydney in 2016. The Elevatory’s mission is clear - to deliver Women all the coaching, training & resources they need to ensure RESULTS in their small business.

The Elevatory Mastermind was later founded in 2018 in response to students who were progressing quickly through their signature coaching program, delivering advanced training to help them scale and break through the boundaries of those next income levels.

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