Embed Size (px)
Citation preview
AUDIENCE DEVELOPMENT amp DISCOVERABILITY
Bringing SEO amp Influencer Marketing
Together
Audience Development amp DiscoverabilityBringing SEO amp Influencer Marketing Together
The game of marketing is continuously evolving As consumers change their behavior online marketers must also adapt their strategies to keep up We are seeing one such change now with the growth and development of Influencer Marketing
Going back a few years it was easy to design your content for best practices of on-site SEO and get discovered Today the off-site distribution of your content plays a much bigger role in being found by your target market Unfortunately content distribution is still one of the most significantly missed opportunities in content marketing and digital marketing execution
Marketing is about constantly developing your audience and getting in front of them when they are in the buying process Brands have turned more and more to social for content and message distribution as your entire addressable market is represented online But first you have to identify your audience and find the best ways to engage with them
The challenge of content distribution is precisely one of the problems that influencer marketing solves Finding an influencer who has access to your target audience is an effective clever and cost- effective way to develop your audience Influencer marketing is the tactic of working with key and strategic advocates as a way to reach a specific target market with your brandrsquos message It is the partnership of people on social media who are considered to be credible authentic engaged and have a significant audience
Influencer marketing is an incredibly fast growing tactic with reports such as one published by Forbes showing an up to 37 higher retention rate in customers gained
2
For brands diving into influencer marketing without a strategy or proper insight into engagement and conversion data can leave you without a clear picture of a programrsquos success or lack thereof How can you expect to maximize your return and streamline your online efforts if there is no insight of whatrsquos working and whatrsquos not Analytics on how your influencers are working and if they are driving the right
traffic back to your site is critical
In This Guide You Will Learn
1 Why Influencer Marketing Should Be in Your Marketing Mix 3
Channel of Distribution 4
The Power of Word-of-Mouth 4
The Off-Site Challenge of Influencer Marketing 5
Cost Effective 6
2 The Link Between SEO Data and Influencers 6
3 Discoverability and Audience Development 7
Designing an Influencer Marketing Campaign
for Audience Development 8
4 Influencer Analytics and Reporting 9
Analytics Matter for Both Brands and Influencers 10
5 Getting Started Checklist 11
6 Summary 12
3
4
1 Why Influencer Marketing Should Be in Your Marketing Mix
Channel of DistributionSimply creating great content is not enough Content needs to be amplified beyond just the audience of the organization Currently marketers are not spending enough time or budget distributing content Of those surveyed approximately 87 of businesses spend less than 10 of their marketing budget on distribution (gShift) Including influencer marketing in your marketing mix enables you to reach a new audience through established and trusted thought leaders It helps amplify your message beyond what you would be capable of achieving with your social platforms and to the right audience
The Power of Word-of-Mouth1 in 3 people come to a brand through a recommendation and customers who were referred to the brand have a 37 higher retention rate (Deloitte) than those who were not referred What we can gather from this insight is not only is word of mouth attracting a significant amount of buyers but these buyers are better customers
5
Influencer marketing is a form of word of mouth marketing and one of the reasons it works so well is because of the trust formed between the influencer and their followers Brandsrsquo content is viewed as biased so consumers will go online and check reviews before making any purchasing decisions Influencers are seen as an unbiased source of information and have gathered a loyal following since they are transparent personable authentic and provide valuable content to their audience
The Off-Site Challenge of Influencer MarketingWhile many organizations are starting to understand the need for distribution and influence they lack visibility into the metrics required to properly evaluate their off-site content and influencer performance
The off-site and on-site customer journey is no longer a straight line Rather potential customers will engage through several off-site channels in whatever order suits them best and will go in and out of an organizationrsquos sales funnel before choosing to self-identify make contact and convert Consumers lead the charge in how they decide to engage with brands and their content
Instead of trying to push your message through television ads or using social media as an advertising platform leverage the trust influencers have with their followers and provide their audience with content they are genuinely interested in and will want to engage with
Cost EffectiveAs with most marketing initiatives sales and ROI are a main focus for brands investing in influenc-er marketing With the size of potential audience and the impact some influencers have this ROI has quickly become the channel with the highest return on investment According to Tomoson businesses make $650 for every $1 invested in influencer marketing
Given this data is is not surprising influencer marketing has become a critical component of a brandrsquos digital marketing mix with 60 of brands planning on increasing their influencer marketing budgets (Adweek) Between the potential financial return and audience data marketers can gain with detailed engagement reports there are minimal dollars wasted using influencer marketing
2 The Link Between SEO Data and Influencers The use of influencers is an extension of your digital marketing plan You need to put the same level of strategizing and planning into influencer marketing as you would for any other tactic in your mix
Before seeking out influencers understand the keywords and key messages you want to use for the campaign This data will be critical in identifying the right individuals to help promote and build on your content
6
Businesses make $650 for every
$1 invested in influencer marketing
Data Tomoson
Donrsquot be afraid of using long tail keywords when searching for influencers The key to influencer marketing is to be as precise as possible with your selection Unlike traditional SEO which often casts a wider net using the right influencers can get you in front of a very specific segment of your audience
Influencers are also adapting and have become savvy to optimizing their content for specific topics nd keywords This is beneficial for two reasons Firstly it can help make it even easier to identify influencers who are truly aligned with your content Secondly it means their content is likely to perform even stronger in search and social To ensure your influencers are optimizing their content to align with yours arm them with the assets and data they need to be successful for your brand
3 Discoverability and Audience Development Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main outcomes the marketer is attempting to achieve are
bull Developing and finding the audiencendashthe entire target market is out there in social How do you find the people who have the attention of your audience and
bull Lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability specifically within your target audience Influencer content can rank for keywords within your strategy and improve authority in a more organic and genuine way
7
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you need to take an audience-centric approach Focus on the audience before thinking about the type of influencer you want to partner with Start by clearly defining your audience and identifying what and who makes them tick Ask yourself some of these questions
bull What do they care aboutbull Where do they hang out online Vine Reddit Snapchatbull Who do they listen tobull What is their buying journey (how do they discover evaluate decide and purchase)
Focusing on the makeup of your audience will help you create a search strategy when it comes to finding the ideal influencer
The beauty of influencer marketing is you have the opportunity to reach exactly who you are trying to target ndash you donrsquot have to worry about wasted marketing dollars if you choose the right influencers with the right audiences You need to understand your audience before picking your influencers which goes beyond just their demographics
Each person has his or her lifestyle and personality that demographics donrsquot portray Taking an audi-ence-centric approach to influencer marketing requires you to get a grasp on what your audience is interested in Using social listening or audience intelligence platforms will help you understand your target audiencesrsquo interests
A common misconception is that a brand needs influencers who represent the category the brand is in For example if you are a marketer for a video gaming console interested in an influencer marketing campaign your initial thought might be to reach out to fellow video game influencers on YouTube
This could work but you have other options you should explore If you do some research you might discover that your target audience is also interested in sports and indie music This is a key insight to keep in mind when searching for influencers as you explore the leaders in these categoriesWorking from the starting point of your audience to your influencer will increase the effectiveness of your influencer campaign by targeting your marketing efforts to those who are genuinely interested in hearing about your brand and content
8
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos success or lack thereof This can also affect your brand and damage it beyond repair When a consumer is driven from the influencer to your site (via content) and has a negative experience due to your lack of planning the odds of them interacting with your again are slim It would have been better and more effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together meaningful data from an influencer Campaign look at click engagement on links within the post as well as from social posts when the content was promoted Set up and track conversion paths to measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
9
Read more gShiftreadblog
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this insight there is no real gage on the possible return on investment and no understanding of how the campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer marketing grows in popularity the competitive landscape for the influencers themselves has grown It is no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
10
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
11
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about the long-term discoverability of your brandrsquos content by the target audience in search and social The challenge facing organizations today is ensuring their content continues to be discovered throughout the new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so off of your site Working with influencers helps you get in front of and continue to develop your target audience in a way that feels more natural and organic to you and your customers
12
gShiftLabsfacebookcomgshiftlabs
About gShift
gShiftrsquos industry-leading Content Performance Cloud enables digital teams in brands and agencies to efficiently track and optimize the engagement of content across web presences gShiftrsquos software has been collecting web presence data since 2009 This data along with insights on influencer marketing and smart URL tracking for multi-channel attribution enables marketers to gain real-time insights into digital marketing performance and ROI
For more information please contact gShift
1 866 743 6960Infogshiftlabscomgshiftlabscom
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
Audience Development amp DiscoverabilityBringing SEO amp Influencer Marketing Together
The game of marketing is continuously evolving As consumers change their behavior online marketers must also adapt their strategies to keep up We are seeing one such change now with the growth and development of Influencer Marketing
Going back a few years it was easy to design your content for best practices of on-site SEO and get discovered Today the off-site distribution of your content plays a much bigger role in being found by your target market Unfortunately content distribution is still one of the most significantly missed opportunities in content marketing and digital marketing execution
Marketing is about constantly developing your audience and getting in front of them when they are in the buying process Brands have turned more and more to social for content and message distribution as your entire addressable market is represented online But first you have to identify your audience and find the best ways to engage with them
The challenge of content distribution is precisely one of the problems that influencer marketing solves Finding an influencer who has access to your target audience is an effective clever and cost- effective way to develop your audience Influencer marketing is the tactic of working with key and strategic advocates as a way to reach a specific target market with your brandrsquos message It is the partnership of people on social media who are considered to be credible authentic engaged and have a significant audience
Influencer marketing is an incredibly fast growing tactic with reports such as one published by Forbes showing an up to 37 higher retention rate in customers gained
2
For brands diving into influencer marketing without a strategy or proper insight into engagement and conversion data can leave you without a clear picture of a programrsquos success or lack thereof How can you expect to maximize your return and streamline your online efforts if there is no insight of whatrsquos working and whatrsquos not Analytics on how your influencers are working and if they are driving the right
traffic back to your site is critical
In This Guide You Will Learn
1 Why Influencer Marketing Should Be in Your Marketing Mix 3
Channel of Distribution 4
The Power of Word-of-Mouth 4
The Off-Site Challenge of Influencer Marketing 5
Cost Effective 6
2 The Link Between SEO Data and Influencers 6
3 Discoverability and Audience Development 7
Designing an Influencer Marketing Campaign
for Audience Development 8
4 Influencer Analytics and Reporting 9
Analytics Matter for Both Brands and Influencers 10
5 Getting Started Checklist 11
6 Summary 12
3
4
1 Why Influencer Marketing Should Be in Your Marketing Mix
Channel of DistributionSimply creating great content is not enough Content needs to be amplified beyond just the audience of the organization Currently marketers are not spending enough time or budget distributing content Of those surveyed approximately 87 of businesses spend less than 10 of their marketing budget on distribution (gShift) Including influencer marketing in your marketing mix enables you to reach a new audience through established and trusted thought leaders It helps amplify your message beyond what you would be capable of achieving with your social platforms and to the right audience
The Power of Word-of-Mouth1 in 3 people come to a brand through a recommendation and customers who were referred to the brand have a 37 higher retention rate (Deloitte) than those who were not referred What we can gather from this insight is not only is word of mouth attracting a significant amount of buyers but these buyers are better customers
5
Influencer marketing is a form of word of mouth marketing and one of the reasons it works so well is because of the trust formed between the influencer and their followers Brandsrsquo content is viewed as biased so consumers will go online and check reviews before making any purchasing decisions Influencers are seen as an unbiased source of information and have gathered a loyal following since they are transparent personable authentic and provide valuable content to their audience
The Off-Site Challenge of Influencer MarketingWhile many organizations are starting to understand the need for distribution and influence they lack visibility into the metrics required to properly evaluate their off-site content and influencer performance
The off-site and on-site customer journey is no longer a straight line Rather potential customers will engage through several off-site channels in whatever order suits them best and will go in and out of an organizationrsquos sales funnel before choosing to self-identify make contact and convert Consumers lead the charge in how they decide to engage with brands and their content
Instead of trying to push your message through television ads or using social media as an advertising platform leverage the trust influencers have with their followers and provide their audience with content they are genuinely interested in and will want to engage with
Cost EffectiveAs with most marketing initiatives sales and ROI are a main focus for brands investing in influenc-er marketing With the size of potential audience and the impact some influencers have this ROI has quickly become the channel with the highest return on investment According to Tomoson businesses make $650 for every $1 invested in influencer marketing
Given this data is is not surprising influencer marketing has become a critical component of a brandrsquos digital marketing mix with 60 of brands planning on increasing their influencer marketing budgets (Adweek) Between the potential financial return and audience data marketers can gain with detailed engagement reports there are minimal dollars wasted using influencer marketing
2 The Link Between SEO Data and Influencers The use of influencers is an extension of your digital marketing plan You need to put the same level of strategizing and planning into influencer marketing as you would for any other tactic in your mix
Before seeking out influencers understand the keywords and key messages you want to use for the campaign This data will be critical in identifying the right individuals to help promote and build on your content
6
Businesses make $650 for every
$1 invested in influencer marketing
Data Tomoson
Donrsquot be afraid of using long tail keywords when searching for influencers The key to influencer marketing is to be as precise as possible with your selection Unlike traditional SEO which often casts a wider net using the right influencers can get you in front of a very specific segment of your audience
Influencers are also adapting and have become savvy to optimizing their content for specific topics nd keywords This is beneficial for two reasons Firstly it can help make it even easier to identify influencers who are truly aligned with your content Secondly it means their content is likely to perform even stronger in search and social To ensure your influencers are optimizing their content to align with yours arm them with the assets and data they need to be successful for your brand
3 Discoverability and Audience Development Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main outcomes the marketer is attempting to achieve are
bull Developing and finding the audiencendashthe entire target market is out there in social How do you find the people who have the attention of your audience and
bull Lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability specifically within your target audience Influencer content can rank for keywords within your strategy and improve authority in a more organic and genuine way
7
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you need to take an audience-centric approach Focus on the audience before thinking about the type of influencer you want to partner with Start by clearly defining your audience and identifying what and who makes them tick Ask yourself some of these questions
bull What do they care aboutbull Where do they hang out online Vine Reddit Snapchatbull Who do they listen tobull What is their buying journey (how do they discover evaluate decide and purchase)
Focusing on the makeup of your audience will help you create a search strategy when it comes to finding the ideal influencer
The beauty of influencer marketing is you have the opportunity to reach exactly who you are trying to target ndash you donrsquot have to worry about wasted marketing dollars if you choose the right influencers with the right audiences You need to understand your audience before picking your influencers which goes beyond just their demographics
Each person has his or her lifestyle and personality that demographics donrsquot portray Taking an audi-ence-centric approach to influencer marketing requires you to get a grasp on what your audience is interested in Using social listening or audience intelligence platforms will help you understand your target audiencesrsquo interests
A common misconception is that a brand needs influencers who represent the category the brand is in For example if you are a marketer for a video gaming console interested in an influencer marketing campaign your initial thought might be to reach out to fellow video game influencers on YouTube
This could work but you have other options you should explore If you do some research you might discover that your target audience is also interested in sports and indie music This is a key insight to keep in mind when searching for influencers as you explore the leaders in these categoriesWorking from the starting point of your audience to your influencer will increase the effectiveness of your influencer campaign by targeting your marketing efforts to those who are genuinely interested in hearing about your brand and content
8
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos success or lack thereof This can also affect your brand and damage it beyond repair When a consumer is driven from the influencer to your site (via content) and has a negative experience due to your lack of planning the odds of them interacting with your again are slim It would have been better and more effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together meaningful data from an influencer Campaign look at click engagement on links within the post as well as from social posts when the content was promoted Set up and track conversion paths to measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
9
Read more gShiftreadblog
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this insight there is no real gage on the possible return on investment and no understanding of how the campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer marketing grows in popularity the competitive landscape for the influencers themselves has grown It is no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
10
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
11
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about the long-term discoverability of your brandrsquos content by the target audience in search and social The challenge facing organizations today is ensuring their content continues to be discovered throughout the new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so off of your site Working with influencers helps you get in front of and continue to develop your target audience in a way that feels more natural and organic to you and your customers
12
gShiftLabsfacebookcomgshiftlabs
About gShift
gShiftrsquos industry-leading Content Performance Cloud enables digital teams in brands and agencies to efficiently track and optimize the engagement of content across web presences gShiftrsquos software has been collecting web presence data since 2009 This data along with insights on influencer marketing and smart URL tracking for multi-channel attribution enables marketers to gain real-time insights into digital marketing performance and ROI
For more information please contact gShift
1 866 743 6960Infogshiftlabscomgshiftlabscom
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
For brands diving into influencer marketing without a strategy or proper insight into engagement and conversion data can leave you without a clear picture of a programrsquos success or lack thereof How can you expect to maximize your return and streamline your online efforts if there is no insight of whatrsquos working and whatrsquos not Analytics on how your influencers are working and if they are driving the right
traffic back to your site is critical
In This Guide You Will Learn
1 Why Influencer Marketing Should Be in Your Marketing Mix 3
Channel of Distribution 4
The Power of Word-of-Mouth 4
The Off-Site Challenge of Influencer Marketing 5
Cost Effective 6
2 The Link Between SEO Data and Influencers 6
3 Discoverability and Audience Development 7
Designing an Influencer Marketing Campaign
for Audience Development 8
4 Influencer Analytics and Reporting 9
Analytics Matter for Both Brands and Influencers 10
5 Getting Started Checklist 11
6 Summary 12
3
4
1 Why Influencer Marketing Should Be in Your Marketing Mix
Channel of DistributionSimply creating great content is not enough Content needs to be amplified beyond just the audience of the organization Currently marketers are not spending enough time or budget distributing content Of those surveyed approximately 87 of businesses spend less than 10 of their marketing budget on distribution (gShift) Including influencer marketing in your marketing mix enables you to reach a new audience through established and trusted thought leaders It helps amplify your message beyond what you would be capable of achieving with your social platforms and to the right audience
The Power of Word-of-Mouth1 in 3 people come to a brand through a recommendation and customers who were referred to the brand have a 37 higher retention rate (Deloitte) than those who were not referred What we can gather from this insight is not only is word of mouth attracting a significant amount of buyers but these buyers are better customers
5
Influencer marketing is a form of word of mouth marketing and one of the reasons it works so well is because of the trust formed between the influencer and their followers Brandsrsquo content is viewed as biased so consumers will go online and check reviews before making any purchasing decisions Influencers are seen as an unbiased source of information and have gathered a loyal following since they are transparent personable authentic and provide valuable content to their audience
The Off-Site Challenge of Influencer MarketingWhile many organizations are starting to understand the need for distribution and influence they lack visibility into the metrics required to properly evaluate their off-site content and influencer performance
The off-site and on-site customer journey is no longer a straight line Rather potential customers will engage through several off-site channels in whatever order suits them best and will go in and out of an organizationrsquos sales funnel before choosing to self-identify make contact and convert Consumers lead the charge in how they decide to engage with brands and their content
Instead of trying to push your message through television ads or using social media as an advertising platform leverage the trust influencers have with their followers and provide their audience with content they are genuinely interested in and will want to engage with
Cost EffectiveAs with most marketing initiatives sales and ROI are a main focus for brands investing in influenc-er marketing With the size of potential audience and the impact some influencers have this ROI has quickly become the channel with the highest return on investment According to Tomoson businesses make $650 for every $1 invested in influencer marketing
Given this data is is not surprising influencer marketing has become a critical component of a brandrsquos digital marketing mix with 60 of brands planning on increasing their influencer marketing budgets (Adweek) Between the potential financial return and audience data marketers can gain with detailed engagement reports there are minimal dollars wasted using influencer marketing
2 The Link Between SEO Data and Influencers The use of influencers is an extension of your digital marketing plan You need to put the same level of strategizing and planning into influencer marketing as you would for any other tactic in your mix
Before seeking out influencers understand the keywords and key messages you want to use for the campaign This data will be critical in identifying the right individuals to help promote and build on your content
6
Businesses make $650 for every
$1 invested in influencer marketing
Data Tomoson
Donrsquot be afraid of using long tail keywords when searching for influencers The key to influencer marketing is to be as precise as possible with your selection Unlike traditional SEO which often casts a wider net using the right influencers can get you in front of a very specific segment of your audience
Influencers are also adapting and have become savvy to optimizing their content for specific topics nd keywords This is beneficial for two reasons Firstly it can help make it even easier to identify influencers who are truly aligned with your content Secondly it means their content is likely to perform even stronger in search and social To ensure your influencers are optimizing their content to align with yours arm them with the assets and data they need to be successful for your brand
3 Discoverability and Audience Development Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main outcomes the marketer is attempting to achieve are
bull Developing and finding the audiencendashthe entire target market is out there in social How do you find the people who have the attention of your audience and
bull Lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability specifically within your target audience Influencer content can rank for keywords within your strategy and improve authority in a more organic and genuine way
7
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you need to take an audience-centric approach Focus on the audience before thinking about the type of influencer you want to partner with Start by clearly defining your audience and identifying what and who makes them tick Ask yourself some of these questions
bull What do they care aboutbull Where do they hang out online Vine Reddit Snapchatbull Who do they listen tobull What is their buying journey (how do they discover evaluate decide and purchase)
Focusing on the makeup of your audience will help you create a search strategy when it comes to finding the ideal influencer
The beauty of influencer marketing is you have the opportunity to reach exactly who you are trying to target ndash you donrsquot have to worry about wasted marketing dollars if you choose the right influencers with the right audiences You need to understand your audience before picking your influencers which goes beyond just their demographics
Each person has his or her lifestyle and personality that demographics donrsquot portray Taking an audi-ence-centric approach to influencer marketing requires you to get a grasp on what your audience is interested in Using social listening or audience intelligence platforms will help you understand your target audiencesrsquo interests
A common misconception is that a brand needs influencers who represent the category the brand is in For example if you are a marketer for a video gaming console interested in an influencer marketing campaign your initial thought might be to reach out to fellow video game influencers on YouTube
This could work but you have other options you should explore If you do some research you might discover that your target audience is also interested in sports and indie music This is a key insight to keep in mind when searching for influencers as you explore the leaders in these categoriesWorking from the starting point of your audience to your influencer will increase the effectiveness of your influencer campaign by targeting your marketing efforts to those who are genuinely interested in hearing about your brand and content
8
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos success or lack thereof This can also affect your brand and damage it beyond repair When a consumer is driven from the influencer to your site (via content) and has a negative experience due to your lack of planning the odds of them interacting with your again are slim It would have been better and more effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together meaningful data from an influencer Campaign look at click engagement on links within the post as well as from social posts when the content was promoted Set up and track conversion paths to measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
9
Read more gShiftreadblog
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this insight there is no real gage on the possible return on investment and no understanding of how the campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer marketing grows in popularity the competitive landscape for the influencers themselves has grown It is no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
10
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
11
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about the long-term discoverability of your brandrsquos content by the target audience in search and social The challenge facing organizations today is ensuring their content continues to be discovered throughout the new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so off of your site Working with influencers helps you get in front of and continue to develop your target audience in a way that feels more natural and organic to you and your customers
12
gShiftLabsfacebookcomgshiftlabs
About gShift
gShiftrsquos industry-leading Content Performance Cloud enables digital teams in brands and agencies to efficiently track and optimize the engagement of content across web presences gShiftrsquos software has been collecting web presence data since 2009 This data along with insights on influencer marketing and smart URL tracking for multi-channel attribution enables marketers to gain real-time insights into digital marketing performance and ROI
For more information please contact gShift
1 866 743 6960Infogshiftlabscomgshiftlabscom
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
4
1 Why Influencer Marketing Should Be in Your Marketing Mix
Channel of DistributionSimply creating great content is not enough Content needs to be amplified beyond just the audience of the organization Currently marketers are not spending enough time or budget distributing content Of those surveyed approximately 87 of businesses spend less than 10 of their marketing budget on distribution (gShift) Including influencer marketing in your marketing mix enables you to reach a new audience through established and trusted thought leaders It helps amplify your message beyond what you would be capable of achieving with your social platforms and to the right audience
The Power of Word-of-Mouth1 in 3 people come to a brand through a recommendation and customers who were referred to the brand have a 37 higher retention rate (Deloitte) than those who were not referred What we can gather from this insight is not only is word of mouth attracting a significant amount of buyers but these buyers are better customers
5
Influencer marketing is a form of word of mouth marketing and one of the reasons it works so well is because of the trust formed between the influencer and their followers Brandsrsquo content is viewed as biased so consumers will go online and check reviews before making any purchasing decisions Influencers are seen as an unbiased source of information and have gathered a loyal following since they are transparent personable authentic and provide valuable content to their audience
The Off-Site Challenge of Influencer MarketingWhile many organizations are starting to understand the need for distribution and influence they lack visibility into the metrics required to properly evaluate their off-site content and influencer performance
The off-site and on-site customer journey is no longer a straight line Rather potential customers will engage through several off-site channels in whatever order suits them best and will go in and out of an organizationrsquos sales funnel before choosing to self-identify make contact and convert Consumers lead the charge in how they decide to engage with brands and their content
Instead of trying to push your message through television ads or using social media as an advertising platform leverage the trust influencers have with their followers and provide their audience with content they are genuinely interested in and will want to engage with
Cost EffectiveAs with most marketing initiatives sales and ROI are a main focus for brands investing in influenc-er marketing With the size of potential audience and the impact some influencers have this ROI has quickly become the channel with the highest return on investment According to Tomoson businesses make $650 for every $1 invested in influencer marketing
Given this data is is not surprising influencer marketing has become a critical component of a brandrsquos digital marketing mix with 60 of brands planning on increasing their influencer marketing budgets (Adweek) Between the potential financial return and audience data marketers can gain with detailed engagement reports there are minimal dollars wasted using influencer marketing
2 The Link Between SEO Data and Influencers The use of influencers is an extension of your digital marketing plan You need to put the same level of strategizing and planning into influencer marketing as you would for any other tactic in your mix
Before seeking out influencers understand the keywords and key messages you want to use for the campaign This data will be critical in identifying the right individuals to help promote and build on your content
6
Businesses make $650 for every
$1 invested in influencer marketing
Data Tomoson
Donrsquot be afraid of using long tail keywords when searching for influencers The key to influencer marketing is to be as precise as possible with your selection Unlike traditional SEO which often casts a wider net using the right influencers can get you in front of a very specific segment of your audience
Influencers are also adapting and have become savvy to optimizing their content for specific topics nd keywords This is beneficial for two reasons Firstly it can help make it even easier to identify influencers who are truly aligned with your content Secondly it means their content is likely to perform even stronger in search and social To ensure your influencers are optimizing their content to align with yours arm them with the assets and data they need to be successful for your brand
3 Discoverability and Audience Development Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main outcomes the marketer is attempting to achieve are
bull Developing and finding the audiencendashthe entire target market is out there in social How do you find the people who have the attention of your audience and
bull Lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability specifically within your target audience Influencer content can rank for keywords within your strategy and improve authority in a more organic and genuine way
7
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you need to take an audience-centric approach Focus on the audience before thinking about the type of influencer you want to partner with Start by clearly defining your audience and identifying what and who makes them tick Ask yourself some of these questions
bull What do they care aboutbull Where do they hang out online Vine Reddit Snapchatbull Who do they listen tobull What is their buying journey (how do they discover evaluate decide and purchase)
Focusing on the makeup of your audience will help you create a search strategy when it comes to finding the ideal influencer
The beauty of influencer marketing is you have the opportunity to reach exactly who you are trying to target ndash you donrsquot have to worry about wasted marketing dollars if you choose the right influencers with the right audiences You need to understand your audience before picking your influencers which goes beyond just their demographics
Each person has his or her lifestyle and personality that demographics donrsquot portray Taking an audi-ence-centric approach to influencer marketing requires you to get a grasp on what your audience is interested in Using social listening or audience intelligence platforms will help you understand your target audiencesrsquo interests
A common misconception is that a brand needs influencers who represent the category the brand is in For example if you are a marketer for a video gaming console interested in an influencer marketing campaign your initial thought might be to reach out to fellow video game influencers on YouTube
This could work but you have other options you should explore If you do some research you might discover that your target audience is also interested in sports and indie music This is a key insight to keep in mind when searching for influencers as you explore the leaders in these categoriesWorking from the starting point of your audience to your influencer will increase the effectiveness of your influencer campaign by targeting your marketing efforts to those who are genuinely interested in hearing about your brand and content
8
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos success or lack thereof This can also affect your brand and damage it beyond repair When a consumer is driven from the influencer to your site (via content) and has a negative experience due to your lack of planning the odds of them interacting with your again are slim It would have been better and more effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together meaningful data from an influencer Campaign look at click engagement on links within the post as well as from social posts when the content was promoted Set up and track conversion paths to measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
9
Read more gShiftreadblog
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this insight there is no real gage on the possible return on investment and no understanding of how the campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer marketing grows in popularity the competitive landscape for the influencers themselves has grown It is no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
10
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
11
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about the long-term discoverability of your brandrsquos content by the target audience in search and social The challenge facing organizations today is ensuring their content continues to be discovered throughout the new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so off of your site Working with influencers helps you get in front of and continue to develop your target audience in a way that feels more natural and organic to you and your customers
12
gShiftLabsfacebookcomgshiftlabs
About gShift
gShiftrsquos industry-leading Content Performance Cloud enables digital teams in brands and agencies to efficiently track and optimize the engagement of content across web presences gShiftrsquos software has been collecting web presence data since 2009 This data along with insights on influencer marketing and smart URL tracking for multi-channel attribution enables marketers to gain real-time insights into digital marketing performance and ROI
For more information please contact gShift
1 866 743 6960Infogshiftlabscomgshiftlabscom
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
5
Influencer marketing is a form of word of mouth marketing and one of the reasons it works so well is because of the trust formed between the influencer and their followers Brandsrsquo content is viewed as biased so consumers will go online and check reviews before making any purchasing decisions Influencers are seen as an unbiased source of information and have gathered a loyal following since they are transparent personable authentic and provide valuable content to their audience
The Off-Site Challenge of Influencer MarketingWhile many organizations are starting to understand the need for distribution and influence they lack visibility into the metrics required to properly evaluate their off-site content and influencer performance
The off-site and on-site customer journey is no longer a straight line Rather potential customers will engage through several off-site channels in whatever order suits them best and will go in and out of an organizationrsquos sales funnel before choosing to self-identify make contact and convert Consumers lead the charge in how they decide to engage with brands and their content
Instead of trying to push your message through television ads or using social media as an advertising platform leverage the trust influencers have with their followers and provide their audience with content they are genuinely interested in and will want to engage with
Cost EffectiveAs with most marketing initiatives sales and ROI are a main focus for brands investing in influenc-er marketing With the size of potential audience and the impact some influencers have this ROI has quickly become the channel with the highest return on investment According to Tomoson businesses make $650 for every $1 invested in influencer marketing
Given this data is is not surprising influencer marketing has become a critical component of a brandrsquos digital marketing mix with 60 of brands planning on increasing their influencer marketing budgets (Adweek) Between the potential financial return and audience data marketers can gain with detailed engagement reports there are minimal dollars wasted using influencer marketing
2 The Link Between SEO Data and Influencers The use of influencers is an extension of your digital marketing plan You need to put the same level of strategizing and planning into influencer marketing as you would for any other tactic in your mix
Before seeking out influencers understand the keywords and key messages you want to use for the campaign This data will be critical in identifying the right individuals to help promote and build on your content
6
Businesses make $650 for every
$1 invested in influencer marketing
Data Tomoson
Donrsquot be afraid of using long tail keywords when searching for influencers The key to influencer marketing is to be as precise as possible with your selection Unlike traditional SEO which often casts a wider net using the right influencers can get you in front of a very specific segment of your audience
Influencers are also adapting and have become savvy to optimizing their content for specific topics nd keywords This is beneficial for two reasons Firstly it can help make it even easier to identify influencers who are truly aligned with your content Secondly it means their content is likely to perform even stronger in search and social To ensure your influencers are optimizing their content to align with yours arm them with the assets and data they need to be successful for your brand
3 Discoverability and Audience Development Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main outcomes the marketer is attempting to achieve are
bull Developing and finding the audiencendashthe entire target market is out there in social How do you find the people who have the attention of your audience and
bull Lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability specifically within your target audience Influencer content can rank for keywords within your strategy and improve authority in a more organic and genuine way
7
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you need to take an audience-centric approach Focus on the audience before thinking about the type of influencer you want to partner with Start by clearly defining your audience and identifying what and who makes them tick Ask yourself some of these questions
bull What do they care aboutbull Where do they hang out online Vine Reddit Snapchatbull Who do they listen tobull What is their buying journey (how do they discover evaluate decide and purchase)
Focusing on the makeup of your audience will help you create a search strategy when it comes to finding the ideal influencer
The beauty of influencer marketing is you have the opportunity to reach exactly who you are trying to target ndash you donrsquot have to worry about wasted marketing dollars if you choose the right influencers with the right audiences You need to understand your audience before picking your influencers which goes beyond just their demographics
Each person has his or her lifestyle and personality that demographics donrsquot portray Taking an audi-ence-centric approach to influencer marketing requires you to get a grasp on what your audience is interested in Using social listening or audience intelligence platforms will help you understand your target audiencesrsquo interests
A common misconception is that a brand needs influencers who represent the category the brand is in For example if you are a marketer for a video gaming console interested in an influencer marketing campaign your initial thought might be to reach out to fellow video game influencers on YouTube
This could work but you have other options you should explore If you do some research you might discover that your target audience is also interested in sports and indie music This is a key insight to keep in mind when searching for influencers as you explore the leaders in these categoriesWorking from the starting point of your audience to your influencer will increase the effectiveness of your influencer campaign by targeting your marketing efforts to those who are genuinely interested in hearing about your brand and content
8
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos success or lack thereof This can also affect your brand and damage it beyond repair When a consumer is driven from the influencer to your site (via content) and has a negative experience due to your lack of planning the odds of them interacting with your again are slim It would have been better and more effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together meaningful data from an influencer Campaign look at click engagement on links within the post as well as from social posts when the content was promoted Set up and track conversion paths to measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
9
Read more gShiftreadblog
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this insight there is no real gage on the possible return on investment and no understanding of how the campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer marketing grows in popularity the competitive landscape for the influencers themselves has grown It is no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
10
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
11
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about the long-term discoverability of your brandrsquos content by the target audience in search and social The challenge facing organizations today is ensuring their content continues to be discovered throughout the new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so off of your site Working with influencers helps you get in front of and continue to develop your target audience in a way that feels more natural and organic to you and your customers
12
gShiftLabsfacebookcomgshiftlabs
About gShift
gShiftrsquos industry-leading Content Performance Cloud enables digital teams in brands and agencies to efficiently track and optimize the engagement of content across web presences gShiftrsquos software has been collecting web presence data since 2009 This data along with insights on influencer marketing and smart URL tracking for multi-channel attribution enables marketers to gain real-time insights into digital marketing performance and ROI
For more information please contact gShift
1 866 743 6960Infogshiftlabscomgshiftlabscom
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
Cost EffectiveAs with most marketing initiatives sales and ROI are a main focus for brands investing in influenc-er marketing With the size of potential audience and the impact some influencers have this ROI has quickly become the channel with the highest return on investment According to Tomoson businesses make $650 for every $1 invested in influencer marketing
Given this data is is not surprising influencer marketing has become a critical component of a brandrsquos digital marketing mix with 60 of brands planning on increasing their influencer marketing budgets (Adweek) Between the potential financial return and audience data marketers can gain with detailed engagement reports there are minimal dollars wasted using influencer marketing
2 The Link Between SEO Data and Influencers The use of influencers is an extension of your digital marketing plan You need to put the same level of strategizing and planning into influencer marketing as you would for any other tactic in your mix
Before seeking out influencers understand the keywords and key messages you want to use for the campaign This data will be critical in identifying the right individuals to help promote and build on your content
6
Businesses make $650 for every
$1 invested in influencer marketing
Data Tomoson
Donrsquot be afraid of using long tail keywords when searching for influencers The key to influencer marketing is to be as precise as possible with your selection Unlike traditional SEO which often casts a wider net using the right influencers can get you in front of a very specific segment of your audience
Influencers are also adapting and have become savvy to optimizing their content for specific topics nd keywords This is beneficial for two reasons Firstly it can help make it even easier to identify influencers who are truly aligned with your content Secondly it means their content is likely to perform even stronger in search and social To ensure your influencers are optimizing their content to align with yours arm them with the assets and data they need to be successful for your brand
3 Discoverability and Audience Development Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main outcomes the marketer is attempting to achieve are
bull Developing and finding the audiencendashthe entire target market is out there in social How do you find the people who have the attention of your audience and
bull Lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability specifically within your target audience Influencer content can rank for keywords within your strategy and improve authority in a more organic and genuine way
7
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you need to take an audience-centric approach Focus on the audience before thinking about the type of influencer you want to partner with Start by clearly defining your audience and identifying what and who makes them tick Ask yourself some of these questions
bull What do they care aboutbull Where do they hang out online Vine Reddit Snapchatbull Who do they listen tobull What is their buying journey (how do they discover evaluate decide and purchase)
Focusing on the makeup of your audience will help you create a search strategy when it comes to finding the ideal influencer
The beauty of influencer marketing is you have the opportunity to reach exactly who you are trying to target ndash you donrsquot have to worry about wasted marketing dollars if you choose the right influencers with the right audiences You need to understand your audience before picking your influencers which goes beyond just their demographics
Each person has his or her lifestyle and personality that demographics donrsquot portray Taking an audi-ence-centric approach to influencer marketing requires you to get a grasp on what your audience is interested in Using social listening or audience intelligence platforms will help you understand your target audiencesrsquo interests
A common misconception is that a brand needs influencers who represent the category the brand is in For example if you are a marketer for a video gaming console interested in an influencer marketing campaign your initial thought might be to reach out to fellow video game influencers on YouTube
This could work but you have other options you should explore If you do some research you might discover that your target audience is also interested in sports and indie music This is a key insight to keep in mind when searching for influencers as you explore the leaders in these categoriesWorking from the starting point of your audience to your influencer will increase the effectiveness of your influencer campaign by targeting your marketing efforts to those who are genuinely interested in hearing about your brand and content
8
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos success or lack thereof This can also affect your brand and damage it beyond repair When a consumer is driven from the influencer to your site (via content) and has a negative experience due to your lack of planning the odds of them interacting with your again are slim It would have been better and more effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together meaningful data from an influencer Campaign look at click engagement on links within the post as well as from social posts when the content was promoted Set up and track conversion paths to measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
9
Read more gShiftreadblog
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this insight there is no real gage on the possible return on investment and no understanding of how the campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer marketing grows in popularity the competitive landscape for the influencers themselves has grown It is no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
10
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
11
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about the long-term discoverability of your brandrsquos content by the target audience in search and social The challenge facing organizations today is ensuring their content continues to be discovered throughout the new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so off of your site Working with influencers helps you get in front of and continue to develop your target audience in a way that feels more natural and organic to you and your customers
12
gShiftLabsfacebookcomgshiftlabs
About gShift
gShiftrsquos industry-leading Content Performance Cloud enables digital teams in brands and agencies to efficiently track and optimize the engagement of content across web presences gShiftrsquos software has been collecting web presence data since 2009 This data along with insights on influencer marketing and smart URL tracking for multi-channel attribution enables marketers to gain real-time insights into digital marketing performance and ROI
For more information please contact gShift
1 866 743 6960Infogshiftlabscomgshiftlabscom
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
Donrsquot be afraid of using long tail keywords when searching for influencers The key to influencer marketing is to be as precise as possible with your selection Unlike traditional SEO which often casts a wider net using the right influencers can get you in front of a very specific segment of your audience
Influencers are also adapting and have become savvy to optimizing their content for specific topics nd keywords This is beneficial for two reasons Firstly it can help make it even easier to identify influencers who are truly aligned with your content Secondly it means their content is likely to perform even stronger in search and social To ensure your influencers are optimizing their content to align with yours arm them with the assets and data they need to be successful for your brand
3 Discoverability and Audience Development Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main outcomes the marketer is attempting to achieve are
bull Developing and finding the audiencendashthe entire target market is out there in social How do you find the people who have the attention of your audience and
bull Lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability specifically within your target audience Influencer content can rank for keywords within your strategy and improve authority in a more organic and genuine way
7
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you need to take an audience-centric approach Focus on the audience before thinking about the type of influencer you want to partner with Start by clearly defining your audience and identifying what and who makes them tick Ask yourself some of these questions
bull What do they care aboutbull Where do they hang out online Vine Reddit Snapchatbull Who do they listen tobull What is their buying journey (how do they discover evaluate decide and purchase)
Focusing on the makeup of your audience will help you create a search strategy when it comes to finding the ideal influencer
The beauty of influencer marketing is you have the opportunity to reach exactly who you are trying to target ndash you donrsquot have to worry about wasted marketing dollars if you choose the right influencers with the right audiences You need to understand your audience before picking your influencers which goes beyond just their demographics
Each person has his or her lifestyle and personality that demographics donrsquot portray Taking an audi-ence-centric approach to influencer marketing requires you to get a grasp on what your audience is interested in Using social listening or audience intelligence platforms will help you understand your target audiencesrsquo interests
A common misconception is that a brand needs influencers who represent the category the brand is in For example if you are a marketer for a video gaming console interested in an influencer marketing campaign your initial thought might be to reach out to fellow video game influencers on YouTube
This could work but you have other options you should explore If you do some research you might discover that your target audience is also interested in sports and indie music This is a key insight to keep in mind when searching for influencers as you explore the leaders in these categoriesWorking from the starting point of your audience to your influencer will increase the effectiveness of your influencer campaign by targeting your marketing efforts to those who are genuinely interested in hearing about your brand and content
8
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos success or lack thereof This can also affect your brand and damage it beyond repair When a consumer is driven from the influencer to your site (via content) and has a negative experience due to your lack of planning the odds of them interacting with your again are slim It would have been better and more effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together meaningful data from an influencer Campaign look at click engagement on links within the post as well as from social posts when the content was promoted Set up and track conversion paths to measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
9
Read more gShiftreadblog
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this insight there is no real gage on the possible return on investment and no understanding of how the campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer marketing grows in popularity the competitive landscape for the influencers themselves has grown It is no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
10
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
11
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about the long-term discoverability of your brandrsquos content by the target audience in search and social The challenge facing organizations today is ensuring their content continues to be discovered throughout the new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so off of your site Working with influencers helps you get in front of and continue to develop your target audience in a way that feels more natural and organic to you and your customers
12
gShiftLabsfacebookcomgshiftlabs
About gShift
gShiftrsquos industry-leading Content Performance Cloud enables digital teams in brands and agencies to efficiently track and optimize the engagement of content across web presences gShiftrsquos software has been collecting web presence data since 2009 This data along with insights on influencer marketing and smart URL tracking for multi-channel attribution enables marketers to gain real-time insights into digital marketing performance and ROI
For more information please contact gShift
1 866 743 6960Infogshiftlabscomgshiftlabscom
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you need to take an audience-centric approach Focus on the audience before thinking about the type of influencer you want to partner with Start by clearly defining your audience and identifying what and who makes them tick Ask yourself some of these questions
bull What do they care aboutbull Where do they hang out online Vine Reddit Snapchatbull Who do they listen tobull What is their buying journey (how do they discover evaluate decide and purchase)
Focusing on the makeup of your audience will help you create a search strategy when it comes to finding the ideal influencer
The beauty of influencer marketing is you have the opportunity to reach exactly who you are trying to target ndash you donrsquot have to worry about wasted marketing dollars if you choose the right influencers with the right audiences You need to understand your audience before picking your influencers which goes beyond just their demographics
Each person has his or her lifestyle and personality that demographics donrsquot portray Taking an audi-ence-centric approach to influencer marketing requires you to get a grasp on what your audience is interested in Using social listening or audience intelligence platforms will help you understand your target audiencesrsquo interests
A common misconception is that a brand needs influencers who represent the category the brand is in For example if you are a marketer for a video gaming console interested in an influencer marketing campaign your initial thought might be to reach out to fellow video game influencers on YouTube
This could work but you have other options you should explore If you do some research you might discover that your target audience is also interested in sports and indie music This is a key insight to keep in mind when searching for influencers as you explore the leaders in these categoriesWorking from the starting point of your audience to your influencer will increase the effectiveness of your influencer campaign by targeting your marketing efforts to those who are genuinely interested in hearing about your brand and content
8
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos success or lack thereof This can also affect your brand and damage it beyond repair When a consumer is driven from the influencer to your site (via content) and has a negative experience due to your lack of planning the odds of them interacting with your again are slim It would have been better and more effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together meaningful data from an influencer Campaign look at click engagement on links within the post as well as from social posts when the content was promoted Set up and track conversion paths to measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
9
Read more gShiftreadblog
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this insight there is no real gage on the possible return on investment and no understanding of how the campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer marketing grows in popularity the competitive landscape for the influencers themselves has grown It is no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
10
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
11
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about the long-term discoverability of your brandrsquos content by the target audience in search and social The challenge facing organizations today is ensuring their content continues to be discovered throughout the new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so off of your site Working with influencers helps you get in front of and continue to develop your target audience in a way that feels more natural and organic to you and your customers
12
gShiftLabsfacebookcomgshiftlabs
About gShift
gShiftrsquos industry-leading Content Performance Cloud enables digital teams in brands and agencies to efficiently track and optimize the engagement of content across web presences gShiftrsquos software has been collecting web presence data since 2009 This data along with insights on influencer marketing and smart URL tracking for multi-channel attribution enables marketers to gain real-time insights into digital marketing performance and ROI
For more information please contact gShift
1 866 743 6960Infogshiftlabscomgshiftlabscom
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos success or lack thereof This can also affect your brand and damage it beyond repair When a consumer is driven from the influencer to your site (via content) and has a negative experience due to your lack of planning the odds of them interacting with your again are slim It would have been better and more effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together meaningful data from an influencer Campaign look at click engagement on links within the post as well as from social posts when the content was promoted Set up and track conversion paths to measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
9
Read more gShiftreadblog
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this insight there is no real gage on the possible return on investment and no understanding of how the campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer marketing grows in popularity the competitive landscape for the influencers themselves has grown It is no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
10
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
11
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about the long-term discoverability of your brandrsquos content by the target audience in search and social The challenge facing organizations today is ensuring their content continues to be discovered throughout the new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so off of your site Working with influencers helps you get in front of and continue to develop your target audience in a way that feels more natural and organic to you and your customers
12
gShiftLabsfacebookcomgshiftlabs
About gShift
gShiftrsquos industry-leading Content Performance Cloud enables digital teams in brands and agencies to efficiently track and optimize the engagement of content across web presences gShiftrsquos software has been collecting web presence data since 2009 This data along with insights on influencer marketing and smart URL tracking for multi-channel attribution enables marketers to gain real-time insights into digital marketing performance and ROI
For more information please contact gShift
1 866 743 6960Infogshiftlabscomgshiftlabscom
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this insight there is no real gage on the possible return on investment and no understanding of how the campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer marketing grows in popularity the competitive landscape for the influencers themselves has grown It is no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
10
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
11
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about the long-term discoverability of your brandrsquos content by the target audience in search and social The challenge facing organizations today is ensuring their content continues to be discovered throughout the new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so off of your site Working with influencers helps you get in front of and continue to develop your target audience in a way that feels more natural and organic to you and your customers
12
gShiftLabsfacebookcomgshiftlabs
About gShift
gShiftrsquos industry-leading Content Performance Cloud enables digital teams in brands and agencies to efficiently track and optimize the engagement of content across web presences gShiftrsquos software has been collecting web presence data since 2009 This data along with insights on influencer marketing and smart URL tracking for multi-channel attribution enables marketers to gain real-time insights into digital marketing performance and ROI
For more information please contact gShift
1 866 743 6960Infogshiftlabscomgshiftlabscom
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
11
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about the long-term discoverability of your brandrsquos content by the target audience in search and social The challenge facing organizations today is ensuring their content continues to be discovered throughout the new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so off of your site Working with influencers helps you get in front of and continue to develop your target audience in a way that feels more natural and organic to you and your customers
12
gShiftLabsfacebookcomgshiftlabs
About gShift
gShiftrsquos industry-leading Content Performance Cloud enables digital teams in brands and agencies to efficiently track and optimize the engagement of content across web presences gShiftrsquos software has been collecting web presence data since 2009 This data along with insights on influencer marketing and smart URL tracking for multi-channel attribution enables marketers to gain real-time insights into digital marketing performance and ROI
For more information please contact gShift
1 866 743 6960Infogshiftlabscomgshiftlabscom
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about the long-term discoverability of your brandrsquos content by the target audience in search and social The challenge facing organizations today is ensuring their content continues to be discovered throughout the new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so off of your site Working with influencers helps you get in front of and continue to develop your target audience in a way that feels more natural and organic to you and your customers
12
gShiftLabsfacebookcomgshiftlabs
About gShift
gShiftrsquos industry-leading Content Performance Cloud enables digital teams in brands and agencies to efficiently track and optimize the engagement of content across web presences gShiftrsquos software has been collecting web presence data since 2009 This data along with insights on influencer marketing and smart URL tracking for multi-channel attribution enables marketers to gain real-time insights into digital marketing performance and ROI
For more information please contact gShift
1 866 743 6960Infogshiftlabscomgshiftlabscom
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
![Digital exhibitions: audience development [also] through ...€¦ · Audience development Placing audiences at the centre of cultural organisations • Audience development is a strategic,](https://img.pdfslide.net/doc/110x75/5f228446b9badb6acd72db35/digital-exhibitions-audience-development-also-through-audience-development.jpg)
