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Lauren Harrison

1000 667 Lauren Harrison

Bagging the Perfect Influencer in 5 Easy Steps

The perfect influencer is a bit like a unicorn – hard to find but guaranteed to add a touch of magic to anything he or she touches.

According to Entrepreneur, influencer marketing:

  • Has an extremely high ROI ($6.50 for every $1 spent according to a recent Tomoson study)
  • Is growing faster than any other marketing channel
  • Provides quality customers likely to spend money with your brand over time

Despite report after glowing report listing its benefits, some marketers still have reservations about dipping a toe in the influencer marketing pool.

Those new to the idea might worry that influencer campaigns are expensive or difficult to manage. Factors like these are particularly relevant when you’re a new brand, small business or nonprofit. In fact, influencer campaigns can get great results with next-to-no budget – provided you do your homework.

Why do some influencer campaigns fail?

While there’s the occasional Kendall Jenner for Pepsi-style car crash, the most common reasons influencer marketing campaigns fail include:

  • Heavy-handed sales tactics (e.g. too many posts about the product)
  • Poor targeting (reaching out to people who are unlikely to be interested)
  • Disingenuousness (when the posts sit awkwardly on the influencer’s social feed and it is clear they aren’t genuinely interested in the product)

Posts and campaigns that snag on any of the above ultimately lead to the brand and the influencer losing credibility with the audience. This is why good influencers are choosy about who they work with.

For the right influencer, money and/or gifts will probably not be the deciding factor. They might already be a customer, or be on the lookout for a product like yours to solve a problem. They might be interested simply because they think their audience will benefit from hearing about your brand.

The best branded content or promotional posts blend seamlessly into the influencer’s social feed. People won’t think, “Zoella must be getting paid a lot to advertise those bedsheets” – they’ll think “Her bedroom looks so cute, I wonder where that bedding is from?”

You might think that this is all well and good for brands selling fun or Instagram-friendly products but what about my charity/ software/ event?

We promise that there are unicorns out there for virtually every niche. Here are a few steps you can take to help you find yours.


1. Think Objective-ly

What are your objectives for the campaign? What are your overall business objectives? Chances are a good influencer strategy can help you meet all of them. It’s cost effective, raises brand awareness and boosts SEO value – to name a few benefits.

Points to consider:

  • Context: Zoella won’t help you sell software. Jack Dorsey probably will – but remember that you can make waves with even the tiniest budget.
  • Reach: Millions of followers aren’t everything but make sure you’re satisfied that the budget is in line with the number of people who are likely to see the content
  • Action: Is the fit so spot on that the influencer’s audience is likely to take action and buy?

2. Does Size Matter?

Not always. According to Jay Baer: “True influence drives action, not just awareness.”

We’re starting to learn that the level of actual influence an influencer has is not necessarily relative to the size of his or her following.

Interestingly, according to a recent study, once an account grows past a certain point – the percentage of people engaging with influencer content actually takes a dip.

Lots of brands are realising the value of working with micro influencers – namely the potential for lower costs, more effective targeting and better results in the long-term.

That said, you will want to have a good grasp of their key metrics: reach, engagement, post frequency. These will help you make an informed decision about who you work with and how. Don’t just look at unique visitors and blog DA – followings on Instagram, Facebook, Twitter, Snapchat and Pinterest vary wildly from influencer to influencer. The most important thing is that they are creating high-quality content in your niche – and delivering it to people likely to be interested.

3. Create Influencer Personas

Creating influencer personas is a great way to get a concrete idea of who you’re looking for. You could even draw them to help you visualise.

The perfect influencer for a new vegan meal box delivery service

Note down everything about who you’re looking for. Think about their age, their following, where they shop, how they use the internet and anything else you think is relevant. All this information will help you when it comes to tracking down ‘The One’.

4. Do your hashtag homework

Once you know who you’re looking for, it’s time to find someone who fits the bill. Spend your time searching platforms like YouTube to get an idea of who is leading in your niche but don’t discount those with smaller followings. A search on for “vegan” reveals that popular hashtags include #vegan #vegansofig #veganism #veganfoodporn #plantbased #veganlife #crueltyfree and so on.

Google your desired hashtag e.g. #plantbased and you’ll see who’s talking about your niche. A good cheat tactic is to look at what accounts the really big influencers are following. Best of Vegan has 1.3million followers but only follows 893 accounts. Look through those and you’ll see accounts with more manageable followings in the same niche.

Searching #plantbased on Instagram brings up millions of posts. Hovering over the posts shows the number of likes and comments per post – helpful if you’re looking to find someone with a particular level of engagement.

5.Meeting your match 

Alternatively, you could Google “British vegan blogs” to get an idea of your options. Always consider your desired influencer in terms of how aligned they are with your messaging. Read their archived blog posts to get an idea of the kind of consumer they are. They might post vegan recipes but are they likely to be interested in a vegan meal delivery service? It might be that the nature of your service technically makes you a competitor. Don’t ignore tone of voice either. Some bloggers and brands are edgier than others – to some extent you need to match.

Don’t try and slide into their DMs either . Collaborating on a professional project warrants a phone call or at least a well-written email clearly outlining the terms of your proposal.

Lastly, make sure you’re well aware of the legal requirements of working with influencers – every platform has its own rules. To find out more, check out our definitive guide to working with influencers.

1024 651 Lauren Harrison

We’ve been nominated in the CMA International Content Marketing Awards!

The nominations have been announced for the CMA International Content Marketing Awards and JBH are proud to have been shortlisted in the Best Social and Best Video categories.

The CMA International Content Marketing Awards

The International Content Marketing Awards are a key event in the industry calendar. This year the CMA received more than 400 entries, from 135 agencies, in 23 countries. 

Interview Fails

Our nominations are for the video series we worked on with The Wall of Comedy for Youth Employment Skills London (YESldn) – a campaign we are exceptionally proud of.

“Things Not to Say In a Job Interview” – one of the videos we collaborated on with The Wall of Comedy

The success of the campaign demonstrates the power of influencer marketing. YESldn were new and virtually unknown when they approached us. They had a very small budget and were trying to attract a notoriously hard to reach target audience.

Despite these hurdles, identifying and working with the right influencer meant we were able to generate a 1,425% increase in service sign ups, a huge spike in site traffic and even some press coverage in the Evening Standard.

“When You Lie On Your CV”

Interested in working with us on an influencer campaign? Get in touch and we’ll discuss what we can do for your brand and budget.

YESldn is a free service which supports young people from different backgrounds not currently in employment, education or training. You can read more about the campaign here.

Digital PR: Is it Getting Harder?
1000 667 Lauren Harrison

Digital PR: Is it Getting Harder? [Infographic]

For those of us working with brands, the question of whether or not it is getting harder to get coverage is an important one. As digital PR continues to evolve, just keeping up can feel like a challenge.

With help from some key PR influencers, our new infographic addresses some of the most common concerns about the present and future of the digital PR industry.

Digital PR is it getting harder?



Digital PR: Is it getting harder?

Is digital PR getting harder? In some ways yes, but it’s not all bad news. Stay committed to good storytelling and embrace change – it brings a broad range of new and exciting opportunities.

For those of us working with brands, the question of whether or not it is getting harder to get coverage is an important one. As digital PR continues to evolve, just keeping up can feel like a challenge.

With help with some key PR influencers, we guide you through some of the biggest challenges in digital PR and show you how to turn them to your advantage.


Things that once seemed new, now seem old

What’s the problem? With so much great content out there, it’s getting hard to surprise audiences with something new.

Make it work for you Embrace new technologies like AR, VR and chatbots, but to keep those links flying in, focus on getting creative with existing formats. If you have to spend time on refining that angle or money on sourcing that quality data, do it and stick with strong stories that are authentic to your brand and your target audience.

New definitions

“Has public relations really changed or is it that we just have various new definitions for what is essentially traditional PR?”

New Tools

“The arsenal of tools available to the modern day PR professional makes tracking this work far easier!”

New challenges

“Dark Social, that is a whole new barrel of giggles for modern PR folk.”

Andy Barr, Owner, 10 Yetis


More background noise

What’s the problem? With new agencies sprouting every five minutes and 400 hours of video shared every one,  competition is stronger than ever.

Make it work for you For standout content embrace creativity, weirdness and trends. Make the most of your in-house talent. If you make great video content, work tirelessly to stay up-to-date with trends and refine your skills to build your reputation in that area. Obvious but effective.

More Noise

“Everybody has the ability to access so much material instantly without going through traditional media channels, filtered by ‘professionals’


There’s an opportunity for PR people to get their content directly to audiences without going through filters.”

Quality not quantity

“The challenge is to find out how our stories are best received. It’s not (just) about quantity, it’s about quality.”

Mike Love, PR Adviser, Burson-Marsteller


More channels and platforms

What’s the problem? As audiences flock to more channels and platforms every day it can be hard to know where to invest your time and energy

Make it work for you Rank social networks according to where the brand’s audience currently is and where they are likely to be in the future. Don’t just look at numbers but at engagement, demographic patterns, organic activity, alignment with the core product and content.

Be Flexible

“Modern relations practitioners must be able to work across all forms of media, and paid and earned.”

Reputation counts

“Media relations is making way for influencer relations. Journalists are working with influencers that have built their own networks on reputation.”

Be persistent

“Be absolutely persistent in your prospecting – but not annoying.”

Stephen Waddington, Partner and Chief Engagement Advisor, Ketchum

Harder-to-impress journos

What’s the problem? Journalists are so bombarded with pitches and requests (see Challenge 2) that it’s hard to get a response – let alone a feature.

Make it work for you Nearly 25% of email pitches are rejected by journalists for being too impersonal [Cision]. Personalise your emails and target your content so it’s relevant to your chosen site and its audience. Ask contacts if there are any specific topics they want covered and shape your campaigns and content around their needs.

How can you impress journalists with so much noise?

Quality PRs

“More and more PR pros are chasing fewer and fewer journalists. Journalists are being swamped with ‘spam’ press releases.”

Thorough research

“It’s time the PR industry took their research more seriously and tailored their pitches.”

Look Sharp

“90% of what is distributed needs to be cut out and the other 10% sharpened up.”

Michael Davies, Director, Roxhill Media


Jaded audiences

What’s the problem? As content online gets ever more varied, authentic and often bizarre – audiences have more or less seen it all.

Make it work for you Packaging your content in the right way works and promoting it innovatively helps but it will all be for nothing if the angle doesn’t work. Finding a strong, unique angle may take time, but it is time well spent. Gather your whole team together and try out some new brainstorming techniques. Our current favourite is the ‘hat’ or parallel-thinking method.

How do we surprise jaded audiences?

Target practice

“By being able to target particular demographics, we’re still able to ‘shock and awe’.”

Shock tactics

“If all you’re trying to do is shock someone, you first need to select an audience that will react to seeing such a thing.”

Mystic PRs

“By segmenting your audience, you’re able to more accurately predict how people will react.”

Quentin Langley – Author of Brand Jack, Chair of Global Affairs Committee PRSA


We’re so busy!

Technology has created a fast-paced 24/7 environment where PR pros are under pressure to be flexible and strong in multiple areas.

Make it work for you Try partnering up with other people to help bolster each other’s skillsets and take off some of the pressure. Social media and digital have made things more complicated but have brought infinitely more value – making PR far more credible as a discipline.

How can we work efficiently when we’re so busy?

Think Holistic

“At JBH, we think about PR holistically – we no longer see it as a separate discipline with different objectives.”

Work Together

“PR is now so closely aligned with SEO, social and influencer marketing, it makes sense to combine strategy and activity…”


“… This can provide brands with more opportunities to repurpose content and campaigns – plus it can lighten the workload!”

Jane Hunt, Marketing Director, JBH


We’re drowning in data

We know the importance of an analytical approach but it’s hard to know where to find tools that pull the PR value out of all the data.  

Make it work for you It already is! Today we hear news in real time and have access to everything we could possibly want to know about audience trends and behaviours. No one has time to analyse it all – pick three metrics (e.g. backlink profiles) that correspond to your goals and check on them religiously.

Is PR becoming more data driven?

Driven by data

“PR is becoming more scientific and data driven – a good thing. Content needs to be relevant, with clear benefits and actions”

Track stars

“PRs are now starting to track the effect of their output and feed this back into doing things better.”

Maud Davis, PR Trainer and Consultant,


Our job roles are changing

What’s the problem? We’re all under pressure to learn more skills, our roles are entangled and everyone is stepping on eachother’s toes.

Make it work for you No one can do it all. Work with your strengths and listen to new professionals as well as those from other disciplines. Accept help and offer yours to others. Stay receptive to change, no matter how long you’ve been in the industry.

How can we adapt to our changing roles?

Age v Beauty

“Time served is the typical measure of competence in public relations – a lousy metric in a business moving so quickly.”


“I’ve 20 years in practice but my social media listening skills are a work in progress and I’m not great at visual community management.”

Continuous learning

“Practitioners need to invest in continuous learning – pushing themselves to learn new things wherever possible.”

Stephen Waddington, Partner and Chief Engagement Officer, Ketchum


Happy link-building!

740 390 Lauren Harrison

Creative Thinking: What Kind of Thinker Are You?

As a digital content agency, we know that creativity is everything. But what exactly is it? 

The ability to transcend traditional ideas? The power to embrace failure? Perhaps it means the ability to think outside the box?

Can creativity be taught? Can it be learned?

However hard it is to define, one thing is for sure. Creative thinking is one of the great driving forces behind civilisation and is responsible for many of the great inventions of our time.

There are several different branches and types of creative thinking. Which of our famous creative thinkers sounds most like you?













Lauren Harrison

Infographic – The Great Vinyl Revolution

With Record Store Day (the annual celebration of all things vinyl) just around the corner, the BBC has released new data on the state of music purchasing trends. Here at JBH, we believe that great data deserves a great infographic – so check out our ‘The Great Vinyl Revolution’ below.


The Great Vinyl Revolution infographic

The Great Vinyl Revolution infographic



Do you have some great data, but don’t know what to do with it? We can help you – check out some of our other great infographics here.

Lauren Harrison

Design Agency – Silly Things Designers Do


Work as a designer for long enough and you’ll probably start to pick up a few curious habits. During March we shared our “Silly Things Designers Do” series on Dribbble – a series of graphics intended as a teasing (yet loving) tribute to all of the quirks that become second-nature to us the longer we work in the industry. While we’re not all guilty of all of these, most of us indulge in at least a few. We’re not weird – we’re just great at what we do.




What would a designer be without a clever in-joke emblazoned across his or her chest? A traitor to our noble profession, that’s what.




For those not in the know, a “widow” is a lone word left hanging on its own line at the end of a paragraph. Widows are the bane of any designer’s life and we’ll look upon any piece of design that features them with haughty derision.




Kerning – adjusting the spacing between characters in a piece of text – is one of the really fiddly jobs designers do which often goes unnoticed. We definitely notice though and often find ourselves (either mentally or physically) kerning everything from shop signs to Alphabetti spaghetti.




Spending our lives on Photoshop (and its sister programs Illustrator and InDesign) means that we get used to having things our own way via “cmd+z” (undo), “cmd+c” (copy) and “cmd+x” (cut). Ever find yourself wishing you could “cmd+z” something in the real world? We do.




From Darth Vader and Wall-E to cute Japanese characters, designers often find themselves hoarding all manner of kitsch and collectable figurines. Why? Because they’re cool, that’s why!




Here’s where our kerning, mental Photoshopping and widow-watching come together as a tag team of disapproval. Menus are rarely something designers enjoy looking at – but we take great pleasure in deconstructing their (quite often terrible) designs and imagining how we definitely could’ve done a better job.




I once found myself in a trendy independent cinema sipping on a bottle of cola mixed with lemonade and orange. It was disgusting but I carried on drinking it because I loved the packaging and I wanted to take the bottle home to keep. That’s the logic of a designer – your product may suck, but if it looks pretty, we’re in.




Ah, remember that glorious fineliner. The one with the 0.8 tip, cosy grip and smooth action? Remember how devastated you were when it ran out of ink and you had to degrade yourself by using a lowly biro? Painful memories.




Doodling – it’s force of habit for designers. Sometimes when we’re deep in thought coming up with our next great idea, or on the phone waiting for a client to pick up, our hands go into autopilot and begin creating miniature artworks featuring cubes, 3d letterforms, mystery faces and random patterns. It’s unfortunate that sometimes we realise a little too late that our masterpieces have made their home on an important, irreplaceable document.




Dribbble; where designers go to seek inspiration, show off, and (occasionally) get jealous of great ideas that we didn’t think of first. It’s addictive, but we love it!


Designers. We might share some “silly” habits, but in the end we make the world a more beautiful place. Get in touch with us to chat about creating the kind of slick digital content your audiences will love to look at.