Influencer Marketing for Cyber with Yuliya Gorenko
Mascara and cybersecurity - what do they have in common? They’re both industries that are prime for influencer marketing! Yuliya Gorenko, founder of Mischka, is here to talk us through her journey from leading PR and digital efforts for top beauty brands like L'Oreal to navigating the tech-heavy world of cybersecurity influencer marketing. Both industries rely on creating relatable stories, addressing universal needs, and building trust with their audiences—whether it's striving for flawless skin with a skincare routine or online security against hackers. Both fields face the challenge of standing out in a crowded market and require innovative storytelling to connect with consumers. Join us to talk not only about these fascinating parallels, but to also explore the early stages of influencer marketing in cybersecurity, and to get tips on how you can engage influencers in the B2B space. Prepare your setting sprays and firewalls for an episode filled with the most interesting insights!
Episode highlights:
[04:30 - 06:00] Similarities Between Beauty and Cybersecurity
Yuliya discusses the universal needs shared by both the beauty and cybersecurity industries which is why it's important to create relatable stories around brands that connect with audiences.
[08:30 - 09:15] Influencer Marketing in Cybersecurity
Yulia talks about the early stages of influencer marketing in the cybersecurity industry, noting how it has evolved over time. Platforms are increasingly incorporating consumer elements into the B2B space, making influencer marketing more dynamic and LinkedIn plays a big role in this marketing strategy.
[10:00 - 13:25] Successful Influencer Campaigns
Yulia’s work with Hotspot Shield VPN and early influencer programs, storytelling through influencers for VPN products, and collaboration with travel YouTubers and Instagrammers
[18:09 - 20:30] Creative Campaigns and Measuring Success
Example of Delete Me's campaign with a farmer YouTuber expanding influencer marketing beyond typical tech influencers. Also how you can measure success and tracking ROI in B2B influencer campaigns.
[22:00 - 25:23] Negotiation Tips for Brands
Yulia offers tips for brands on negotiating with influencers, having a budget in mind before approaching them and outlines deliverables and budget proposals clearly to avoid misunderstandings.Transpareny on brands about the FTC endorsement guidelines, especially in influencer partnerships.
About our guests:
👉Follow Yuliya on LinkedIn.
👉Learn more Mischka.
Be sure to also follow our hosts on LinkedIn:
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing, join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter.
See you in the next episode!
