Influencer Advisory™For Marketing Leaders at Accounting Software Companies
Turn the Creators Owners and Bookkeepers Watch Into Free Trials
We find the creators small business owners and bookkeepers trust, have them run their books in your product, and track every trial to them.
Campaigns for 55+ brands · Willow Voice: 1,000 sign-ups in 14 days
Most accounting software creator deals show a logo, not the books
A business creator reads a line about saving time, the views look fine, and the trials never show up. So creators get written off as a brand play nobody can measure.
Squarespace booked 814 YouTubers a total of 6,322 times, almost 8 times each.
The software brands that win with creators don’t buy one big video. They find the creators who bring sign-ups and keep booking them.
Source: our own data on YouTube sponsorships
Why most accounting software creator programs stall
“We sponsored a big business channel and got no trials”
Why it happensThe viewers wanted to start a business someday. People who buy accounting software already run one and have books to keep.
“The read sounded like an ad and people skipped it”
Why it happensA line about saving time shows nothing. Owners sign up when they watch someone send an invoice or close the month in your product.
“Bookkeepers keep recommending the other one”
Why it happensAccountants and bookkeepers pick the software for their clients, and nobody booked the creators they watch.
“Trials come in around tax time and then go quiet”
Why it happensEvery booking was timed to one deadline. Owners switch software when it hurts, and the videos were gone by then.
“One video went up, then nothing”
Why it happensSwitching accounting software is a big job. People need to see it a few times before they move their books.
“We can’t tell what each creator brought in”
Why it happensOwners start a trial days later through search, and the promo code never gets used.
Why we started
We realized this old system was not the way that the most successful companies were doing things. We learned this first hand.
We ran an influencer agency first, then a talent agency. Neither one worked for the brands we served, so we built something new.
First Didn’t work
We were an influencer agency
When we ran as an influencer agency, we would reach out to a thousand creators, hear back from about 50, and end up with three influencers who were actually good.
Then Didn’t work
We were a talent agency
When we ran as a talent agency, we managed our own roster, but every time a client handed us a really niche avatar, we were stuck choosing from the same 50 people.
Now What works
So we built our new method
The foundation of this boils down to building connections at scale with influencers and keeping them, and then scaling them without an operational nightmare.
How we run influencer marketing for accounting software
Three steps, and every one of them ends in a number you can count.
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1
Find the creators owners and bookkeepers watch
Small business YouTubers, bookkeeping and tax creators, and the podcast hosts and newsletter writers they follow. We pick them by who watches, not how many follow.
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2
Show your product inside their own books
Each creator does a task from their own week in your product on camera, with no script: an invoice, a payroll run, a month-end close.
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3
Track every trial, then book the winners again
Every creator gets their own link and trial count. The creators who bring trials that turn into paid plans get booked again, the way Squarespace does.
Examples
One software campaign we ran, and two brands we took apart from our data.
Is this you?
Who it’s not for
Who it’s for
Product
Not accounting or finance software
Accounting, payroll or invoicing software with a free trial or demo
Size
Under $10M a year
Doing $10M+ a year
Creators
Never sponsored a creator and no plans to
Already sponsor creators, podcasts or newsletters, or ready to
What you count
Views and reach
Trials and paid plans you can count
If that isn’t you yet and you still like where this is going, message us and we’ll refer you to another agency or tool.
Who we are
We originally started in the media space helping YouTubers improve their content. We know firsthand exactly what it takes to make good content.
YouTubers we helped include Football Fundamental, Ground Glory and Kevin Aquatics, and we helped them implement systems that allow them to earn more.
We started Influencer Advisory around a pretty simple observation that influencer marketing is a fragmented industry.
After being in the influencer agency space, we noticed that it’s fragmented, unreliable and inconsistent, which is why it doesn’t actually become a staple marketing channel for most brands.
That’s what led us down the rabbit hole of looking through 6,200 plus interviews with CMOs, running campaigns for 55 plus brands, and learning what actually works in the influencer space.
Get a free audit of your creator program
See which creators your buyers already watch, and what they would bring in.