PPE Provider Thrives on Influencers (and Hollywood)

Roman Zrazhevskiy’s firm, Mira Safety, sells protecting fuel masks. It launched in 2018, focusing on customers, medical suppliers, regulation enforcement, and army personnel. The masks defend in opposition to tear fuel, chemical compounds, and, sure, viruses. Still, reaching prospects was a problem.
“We did loads of influencer affiliate marketing online,” Zrazhevskiy informed me. “We reached out to business specialists and stated, ‘We’d love so that you can try our product and write an unbiased evaluate.’”
Fast ahead to 2021, and Mira Safety has thrived. Covid-19 created unprecedented demand. But Zrazhevskiy’s influencer advertising and marketing program unfold the phrase. A Hollywood film added much more publicity.
He and I not too long ago mentioned his journey. Our total audio dialog is embedded beneath. The transcript that follows is edited for size and readability.

Eric Bandholz: I’m guessing 2020 and 2021 have been good for Mira Safety.
Roman Zrazhevskiy: Yes, we had unbelievable years.
Bandholz: How did folks discover you?
Zrazhevskiy: It was one step at a time. We began promoting on Amazon. We funneled the cash we made on Amazon to construct a strong web site. And we did loads of influencer affiliate marketing online. We reached out to business specialists and stated, “We’d love so that you can try our product and write an unbiased evaluate, no matter you’re feeling in regards to the product.” We’re very assured. We stand behind all the pieces we promote.
The most vital factor is to have a superior product, know the market, and what else is on the market. All of the influencers that acquired it have been like, “Wow, that is nice.” We manufacture at a protection contractor, which has been making comparable merchandise because the Nineteen Twenties or so.
Bandholz: How does influencer advertising and marketing work for private protecting gear?
Zrazhevskiy: I went by way of a course of referred to as analysis hacking, the place I might put myself within the sneakers of somebody researching this product area of interest, on the lookout for a product like this, and see who’s speaking about merchandise like this and who the most important gamers are.
For fuel masks, I might search on Google for “finest fuel masks,” “fuel masks for youngsters” — all these key phrase variations. I might checklist on a spreadsheet the entire blogs I discovered. Then I might personally attain out to every one. I might describe our product and invite them to affix our associates program.
It’s important to be clear. Give them the assets they should write good content material, together with high quality photographs and technical specs. Send them a product. We give them entry to our affiliate supplier folder that has product-by-product information, 360-degree photographs, all the pieces.
Influencer outreach has a cascading impact. When a couple of large guys function you, others wish to. Now we’re getting cool folks reaching out to us, saying, “I really like your model. I really like what you guys are doing. I believe my viewers could be receptive to this. They would like to study it. Could you ship me one thing, and I’ll create some content material?”
Bandholz: Do you’ve gotten necessities, such at the least variety of followers or area rank?
Zrazhevskiy: Yes. Twenty thousand followers per channel, with engagement. We’re on the lookout for somebody sturdy in not less than one channel. It’s uncommon to be sturdy in all channels. Our deciding issue is whether or not they create high quality content material. We’ll use a few of that content material and chop it up into adverts later on. No one’s ever had an issue with it.
For instance, I would take their video and divide it into mini segments of adverts on Facebook. It’s been profitable for us. We don’t have to supply the content material ourselves.
With promoting, it’s important to hold creating recent content material. If you cease, your adverts die. Then Facebook sees that engagement goes down, they usually penalize you as a result of they assume the advert is now not related to the viewers.
Creating content material takes somebody working full-time. Targeting is straightforward. What’s onerous is producing the creatives.
Bandholz: Back to the influencers. You’re reaching out one after the other. What are your targets?
Zrazhevskiy: I’ll determine every day what to work on. I’ll get up and determine, for instance, to focus on influencer stuff. I’ll do a full day of influencer sprints — analysis, outreach, sending out a bunch of emails.
I’ll create a collection of templates. I customise these templates. And I begin reaching out by way of electronic mail. I hold a pipeline of those influencers in HubSpot as a deal. That method I do know who I reached out to. I take notes in the event that they reply. My aim is to maneuver it from outreach despatched to merchandise despatched to evaluate posted.
We work with an influencer company for the large guys. They have gatekeepers, handlers. With the large guys, it’s important to pay for movies, they usually create the content material. There’s no assure of efficiency.
Bandholz: How a lot of these emails do you ship every day?
Zrazhevskiy: Around 20 to 30. It’s all about high quality, not amount. You don’t wish to blast by way of, make errors, and write one thing that’s impersonal or doesn’t learn properly.
I’m a scholar of neuro-linguistic programming. I write issues in a sure method, after which I take a look at it by the response. I attempt to craft my messages to entice a reply.
Bandholz: What topic strains get essentially the most response?
Zrazhevskiy: One of my large ones is “Product evaluate with 15% commissions.” I’m telling the influencer what I need and the fee share.
Sometimes I negotiate the odds, however sometimes it’s 10% to fifteen%. People who we actually need we’ll provide 15%. But roughly 95% of influencers get a ten% fee.
Bandholz: What affiliate software program do you suggest?
Zrazhevskiy: For something out of doors — tenting, climbing, health — I might go along with AvantLink. It’s an affiliate community. AvantLink has monitoring expertise. They present click on charges, earnings per click on, all the pieces. They make 3% on each sale.
Some affiliate networks take extra, some much less. But a very powerful issue is discovering a community that’s sturdy in your area of interest. For my area of interest, it’s AvantLink.
Bandholz: How usually do you pay the commissions?
Zrazhevskiy: Every month. AvantLink takes their lower and pays the influencers.
I meant to say one other advantage of affiliate marketing online past instant gross sales. It’s a type of social proof. I put affiliate movies on my product pages.
I give guests all of the analysis they want on these pages proper there after which. I present them with a Q and A piece, which matches deep into widespread questions. I give them my Instagram feed, which has the product on Instagram in use by clients. I embrace 360-degree spins. Most importantly, I embrace my YouTube feed. Some of our product pages have 15 movies from influencers. And, additionally, I embrace user-generated opinions.
That technique has labored for us. We present a lot info that anyone might spend hours on that product web page with out having to look elsewhere.
Bandholz: Can we speak about your Hollywood win?
Zrazhevskiy: Sure. In May 2019, I acquired a voicemail from Warner Brothers. I first thought it was a rip-off. But I referred to as again. I spoke to a girl, a product placement specialist with Warner Brothers. She stated they have been working on a brand new movie by Christopher Nolan, the director of “Inception.”
She referred to as the brand new film “Merry Go Round.” That was the working title. She stated Chris likes our masks.
Then we negotiated. It’s crucial to barter phrases earlier than sending something, even when it’s an thrilling alternative, particularly in Hollywood. You should have all the pieces in writing. We negotiated the credit. They initially didn’t wish to embrace us within the credit. We insisted on it. We despatched them round 300 masks and filters. That’s loads contemplating each retails for $250. But it was a dream come true, a once-in-a-lifetime factor. So we despatched them the merchandise. The film launched in 2020. It’s science fiction, referred to as “Tenet.”
Bandholz: It’s such a cool film.
Zrazhevskiy: For positive. A ten-minute part within the film featured 300 folks in a battle scene carrying our masks. It was proven to a whole bunch of tens of millions of individuals worldwide.
Bandholz: The complete premise of the film was carrying these masks.
Zrazhevskiy: Yes, precisely. It’s a blessing. I really feel it was God who formed that complete alternative. It was such a humbling, thrilling expertise. It’s unbelievable. Since then, we’ve had three to 4 different motion pictures, main blockbusters, which can function our masks.
Bandholz: How can listeners study extra about you and your organization and attain out?
Zrazhevskiy: Our web site is MiraSafety.com. We’re on Instagram @MIRASafety or #MIRASafety. I’m on LinkedIn.

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