By Melanie Boylan
In episode 121 of the podcast, Esther and Melanie learn about the power and potential of influencer marketing through the lens of a fantastic conversation with Sinéad Carroll, founder and owner of the Irish Blogger Agency, Ireland’s dedicated influencer marketing agency.
Sinéad’s story begins in an unexpected place—banking. After spending 15 years in the financial sector, the economic downturn in 2013 prompted her to explore a new path. Out of boredom (thanks to her third child finally sleeping through the night!), she launched a fashion and lifestyle blog called Yummy Mummy.
That blog struck a chord with mums across Ireland who loved fashion, food, and socialising. A year later, Sinéad founded the Into the West Blogger Network, connecting like-minded bloggers across Ireland. What started with a tweet evolved into sold-out events, corporate sponsorships, and eventually her full leap into digital marketing. By 2016, the Irish Blogger Agency was born, with Sinéad drawing on her growing list of influencers and industry contacts.
Irish Blogger Agency connects brands with content creators across Ireland and beyond. With a database of 700 influencers and a combined reach of 13 million, it offers a powerful platform for targeted influencer marketing.
These aren’t just celebrity influencers with unattainable lifestyles—they are nano and micro-influencers, authentic individuals with followings from 1,000 up to 300,000+. They show up consistently, create valuable content, and have built genuine trust with their audiences.
The agency's tech platform allows for campaign creation, influencer selection, real-time performance tracking, and ROI analysis—all through a single dashboard. This is influencer marketing made easy and measurable.
The Irish Blogger Agency welcomes creators from all walks of life:
• Bloggers
• Instagrammers
• TikTokers
• YouTubers
• Facebook creators
• Photographers
• Artists
• Tech enthusiasts
• Actors and more
The key criteria? A passion for your niche, consistent content creation, and an engaged audience.
One word: authenticity. While celebrities may offer big reach, micro and nano-influencers offer higher engagement, real trust, and better conversions.
For example, Sinéad shared a campaign where a micro-influencer outperformed a celebrity in sales conversions—at a fraction of the cost. The takeaway? For real ROI, especially on a tight budget, micro-influencers offer excellent value.
Businesses can start with a quick visit to irishbloggeragency.com, fill in a campaign brief, and let Sinéad’s team take over:
1. Define your goals – Know your audience and what you want to achieve.
2. Brief the agency – Share your campaign details.
3. Let the influencers apply – The agency sends your campaign to their network.
4. Get a curated list of options – Choose from the top matches based on reach, engagement, and audience fit.
Brands can expect results in just three to four days, without spending a cent until the influencer list is approved.
• Minimum campaign budget: €1,000
• Agency fee: Typically 20–30%
• Campaign duration: From one-off promotions to long-term brand ambassadorships (3–6 months recommended)
Campaigns are custom-built and scalable. Whether you’re a mental health organisation, craft butcher, beauty app, or ballet company, influencer marketing can work for you.
Sinéad and her team have helped:
• Mental Health Ireland promote national campaigns through 20 influencers
• A craft butcher grow reach and engagement via recipe content
• Ballet Ireland launch a performance with content creators
• Beauty and competition apps raise awareness and increase downloads
If there’s an audience for your product or service, there’s an influencer who speaks their language.
Influencer marketing should be part of a wider digital marketing strategy—not your only tactic. Keep doing your email marketing, blogs, social posts, and SEO. Influencers amplify your message and help warm leads move through the funnel.
One post isn’t enough. Repeat engagement, brand ambassadorships, and ongoing collaboration create lasting impact.
Even the Monday Morning Marketing Podcast team (yes, that’s us!) was considering it. Whether you’re an SME, a retail brand, a nonprofit, or a content creator yourself, there’s potential in influencer marketing.
So if you’re curious, start with the campaign brief form on Irish Blogger Agency’s website. You never know who’s waiting to tell your story.
Find out more: irishbloggeragency.com
Connect with Sinéad:
• Instagram, Facebook, Twitter
• Email: sinead@irishbloggeragency.com
We hope you found this episode useful and it has opened your eyes to the real value of influencer marketing. Until next time—keep your message real, keep your marketing smart!