When my friend and marketing thought-leader, Mark Schaefer, urged me to speak with Zak Stahlsmith at ApexDrop about micro influencers, I listened. Zak was inspired to start his influencer marketing agency after reading Mark’s book Return On Influence.
Zak and I instantly connected via Zoom a few days later.
The words spreading goodness always motivates me.
I was curious about micro influencers and how Zak built his business. But Zak’s back story motivated me to learn about his mission.
Childhood Trauma
When Zak was a child, his older brother Luke died in a Tornado. Realizing that life was so short at such a young age, Zak was motivated to find a path for giving back and saving lives. He noted that it had been a cornerstone event in his life, propelling him toward his spreading goodness goal.
For almost two decades, he wandered through a range of marketing jobs, motivated by a piercing desire to make a difference. At eighteen, Zak was in college studying marketing at Penn State. He was taking classes in affiliate marketing and saw an opportunity to repackage video game guides and sell them online. He quickly became the #1 seller for certain popular games. It was quite a high.
But it was also like a roller coaster. Bumpy. And, after a while, he got nauseated from the ride.
Life Lessons
Zak consulted for five different business for over ten years and was able to help each of them grow substantially. Bored by the grind and not feeling like he was making a real difference, he decided to get back to doing something of his own. One day in his early thirties, Zak saw a statistic that showed suicide was one of the 2nd leading causes of death in young people, and he was outraged. How can something under our control be so high on the list, he thought.
He knew he couldn’t stop tornados from killing kids, but as a talented marketer, Zak knew he 
could help people choose life. He spent a little time dabbling in suicide prevention non-profits, but quickly got frustrated by their inaction and bureaucracy.
An Algorithm Kind of Guy
Zak had developed expertise in influencing people’s decisions through data mining, artificial intelligence, and automation. He helped other brands grow through digital tools and decided it was time to build his enterprise to serve a long-term passion.
ApexDrop, an influencer agency, became the vehicle to drive forward.
Zak admits he wants to make a lot of money – but it is to serve a greater good. He created a thriving business to be able to support the causes that matter to him most. And he runs his business with a grounded set of principles to achieve his WHY.
ApexDrop – A Better Megaphone
What is micro influence?
Only a handful of influencers have millions of followers on Instagram.
But there are millions of people with 5,000 followers.
And, those micro influencers are happy to share honest opinions of products, without being paid.
ApexDrop selectively picks influencers AND, importantly, they aren’t paid. And only a few meet their criteria. Their network is 15,000 strong, but they’ve had nearly 100,000 influencers apply. His rigorous standards help ensure the quality of influence.
ApexDrop helps brands increase awareness through user-generated content. When you can create massive quantities of influencer and lifestyle content, you give your brand a new voice of authenticity.
The micro influencers in his network don’t get paid cash, but instead, they get access to a range of exciting new products from companies who are building causes and momentum behind their products.
Because this isn’t a financial transaction, the micro influencers feel more empowered to tell authentic stories that reflect their experience with a product. This creative freedom builds trust between consumers and brands.
The Foundation
Zak’s next big project is his plan to launch the Suicide Prevention Upline Foundation in 2021. Called “Upline,” it is a privately-funded company using the newest technology, cutting-edge communication methods, and influential communities to reduce the rate of suicide in the US.
Marketing and Mission
Zak is on a journey, not unlike other entrepreneurs. Money and success are the fuel to help him drive toward his destiny to make a difference.
Nothing micro in his compassionate approach to serving others.
Need help with social media or influence marketing?
I can help. You can set up a time chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Photo by Clay Banks on Unsplash
To read Zak’s personal story about his brother’s death, click here.
