GETTING STARTED WITH INFLUENCER MARKETING

INFLUENCER MARKETING OVERVIEW

Influencer marketing is a type of new-age marketing where brands partner with key industry thought leaders

to amplify the brand content/message to their audience, mainly using social platforms.

Influencers are credible, authentic and highly engaged presences who hold a power of influence over their audience based on the trust they’ve built, and ultimately, can elicit action from their followers.

What is influencer marketing?

Who are influencers?

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Where did influencer marketing come from?

74% of consumers rely on social media to inform their purchasing decisions

trust peer recommendation (only 33% trust sponsored ads)

take action from peer opinions

WHERE DID INFLUENCER MARKETING COME FROM?

84%

84%

Data: ODM Group

Data: Nielsen

Data: Opt-out Effect

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INFLUENCER MARKETING IN YOUR MARKETING MIX

Channel of distribution

Power of word of mouth

Cost-effective

Off-site challenge (Dark Funnel)

“A brand is no longer what we tell the consumer it is–it is what consumers tell each other it is.”

Scott Cook, Founder and CEO of Intuit

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This is where influencers live. Up to 90% of the purchasing journey is off-site

THE DARK FUNNEL

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So, how do you measure success?

MARKETERS LOST IN DARK FUNNEL

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STARTING AN INFLUENCER MARKETING CAMPAIGN

Set parameters

Identify audience

Create content strategy

Identify & engage influencers (and arm them)

Monitor & manage

Measure & report

Maintain relationship

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SET PARAMETERS

Identify key objectives and goals Reach, UGC, brand affinity, engagement

Set realistic numbers

Measurable and attainable benchmarks Allocate your budget

Dictates content strategy and influencer identification

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IDENTIFY YOUR AUDIENCE

Understand who your audience is. This goes beyond knowing their demographics. What are their interests? Where are they in the purchasing cycle? Where do they live online?

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●  Identify keywords with relatively high monthly organic search volumes/social mentions

●  Focus on your existing content which maintains visibility / authority

●  Search for influencers who use these keywords socially and/or in their site content

●  Have these influencers promote/link to your authoritative content

SET UP KEYWORDS AND CONTENT

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MAP OUT YOUR CREATIVE BRIEF

1.  Who is your audience for this campaign?

2. What type of campaign is it? (content amplification, event, contest, etc.)

3. What are the key messages? (Reflect on the keywords)

4. What is the call to action?

5. Where should the influencer publish the content? (i.e. Facebook, blog, Instagram)

6. What are the mandatory deliverables? And the timing?

7. How will you measure the campaign’s success?

8. Other key information (i.e. photos, resources, background info, samples)

•  Audience-centric vs. influencer-centric

•  Audience size vs engagement - getting the best bang for your buck with micro influencers

•  Influencer scoring (authenticity, engagement and credibility)

IDENTIFY AND ENGAGE INFLUENCERS

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●  Provide influencers recommended keyword rich Titles, Headings and Content to “optimize” their posts

●  Provide trackable Smart URLs to your content and for them to share via each social channel

●  Remember the “Dark Funnel”

ARMING YOUR INFLUENCERS

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Monitor content engagement by Influencer, by Channel

○  Like and Shares

○  Real Engagement - Clicks

●  Monitor Organic Search Visibility (Rank) of influencer’s content and your own

MONITOR & MANAGE

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•  Track and report on engagement by Influencer, by Channel, by Content Type, by Keyword Group

•  Create Conversion Paths to map content engagement all the way through to ROI

•  Report on improvements in Organic Search Visibility

•  Create feedback loop back to influencers so they know how they did

MEASUREMENT & REPORTING

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RELATIONSHIP MANAGEMENT

Influencer marketing is not a one night stand. Stay in contact with influencers after a campaign is over and build a relationship so they

remember you, and your brand will resonate with them AND their audience.

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Set campaign goals and establish metrics to monitor and measure success against those goals

KEY TAKEAWAYS

Take an audience-centric approach in identifying influencers

Micro influencers generally produce more engagement

Co-create content with influencers for optimum audience resonation

Identify a means to track off-site content

Maintain a relationship with influencers post campaign

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Audience Development & Discoverability

Mastering Smart URLs

RESOURCES

gshift.it/offsite gshift.it/audience