influencer marketing strategy

Give consumers a look at your brand and products through a truly diverse set of influencers that they can relate to. Consumers expect more from influencers and brands have to as well. We all know influencer marketing is a detailed process from end to end; from planning to execution to reporting results. In short, many of us have turned on our ad blockers and default to other sources to discover solutions. Today, influencer marketing is more accessible and measurable than ever before, and more marketers report finding it effective in achieving their goals. Once my course launches, they have agreed to share it with their audience. How engaged are they with their community? We saw very strong returns, upwards of 7-10x ROAS. What do you need and what do you want influencers to achieve for you? Brand mentions: Work with an influencer to include brand mentions on their platforms with the highest engagement. An individual who’s been participating in your online Facebook Group has demonstrated expertise and generosity, and has proposed a collaboration providing mutual value for your audiences. Just as important is understanding the audiences on each social platform and looking for what types of content they like to engage with most frequently. Elise is the Content Manager at Thinkific. Ready to learn how to build an influencer marketing strategy? Having a thousand highly engaged followers is better than a million unengaged followers. An influencer can serve several purposes within your marketing strategy, whether as part of a larger project or the head of their campaign. Not only will this help you measure the success of your efforts, but it will also help facilitate a smooth process for collaborating with influencers down the road. 11. As the industry has become more sophisticated, so has our ability to develop measurable programs throughout the funnel. They are busy people. It’s important to understand what you want your influencer programs to achieve throughout the year so that you can plan ahead and put aside the appropriate budget to match the need. These influencer marketing strategies will change because trends move fast in this industry, but a strategy for micro and nano influencer marketing is vital for brands at this moment in time. Internet Explorer doesn’t work well with our website. Influencers can be anything from content creators who support your social calendar, to full-funnel drivers who help drive sales or launch a new product. As marketing professionals, we have a duty to create inclusive programs that aren’t just checking off boxes but that are truly inclusive. A monthly calendar is a must for all your content requirements. The best marketing strategies are the ones that anticipate consumer behavior while delivering highly-relevant content to engaged audiences. When influencers are an afterthought or a catch all for anyone interested you risk having partners who aren’t right for the brand and then you’re just amplifying their content in your planned media buy. Learn how to grow your brand and revenue as an author, building a business around your book using online courses. Whether it’s a social content creator or a more traditional person of influence such as a CEO, media or analyst, all industries have people in power positions to influence their core audiences. Less work than a multi-day event, joint venture webinars are also great candidates for evergreen content as you can automate and share across multiple platforms for lead generation over time. #influencermarketing, How to Get Top Bloggers To Promote Your Online Course, How To Host Live Webinars to Sell Online Courses (Complete Guide), How to Create a Sales Funnel to Sell Online Courses (Sales Funnel Template), Udemy’s Pricing Model: How To Use It To Your Advantage As An Online Course Creator, How to Build a Personal Brand (Complete Guide to Personal Branding), 3 Keys To Growing Your Brand & Revenue As An Author (Book to Course Day 4), The Future is Conversational Marketing With Natasha Takahashi, Marketing Tactics For Authors Creating Online Courses, Structuring your activities and tactics to implement. Investing in the right tech tools allows your agency partners or in-house teams to focus more on strategy vs. spending time on manual tasks that can be handled by efficient tech. The key is learning from the past so we can look forward to the future. Share this influencer marketing story. Influencer marketing platform is a solution which is designed to assist brands with their marketing campaigns. Influencer marketing strategy has advanced beyond seeking influencers with a large following and pretty photo. Influencers can be powerful drivers throughout the customer journey, from awareness to conversion, but you first need to understand their place and then develop your strategy around what program type, partners and content will help you move the needle. Customization is key. Third-party validation is as powerful a tactic as ever, and this is where influencers can be a powerful partner for you. You’ll want to shape your collaboration to suit your unique business goals, target audience, and how your own goals map to the influencer’s goals. As a business and a marketer you want to see results right away. Be there to brainstorm and collaborate if needed and encourage partners to do the same amongst the group of creators on a campaign. 3. 5. Based on the results of the first month, assess your progress and make note of any changes you’ll want to make in future. Here’s how the Nathan Chan, CEO of Foundr uses influencer marketing to market their online courses and other products: “We worked with big entrepreneurial meme pages on Instagram and had them promote a webinar for us. It takes time to reach out and begin to form a relationship with someone. Ultimately, the success of your influencer marketing strategy depends on how well you are able to track your activities back to your business objectives. Working with key influencers in the social media industry has been a terrific success.”, – Mike Allton, Founder, The Social Media Hat. Your influencer programs can play a variety of roles within your marketing mix; whether they are supporting a large integrated campaign or leading the charge in campaigns of their own. When looking to pinpoint influencers, you want to partner with those who have an engaged audience. What questions does their audience ask the most? Where can you lean in to increase ROI? Don’t make this mistake. You can probably get a sense of the benefits associated with using an influencer marketing strategy. If you’re looking for real people who care about sharing the message behind your brand versus getting a paycheck, check out this tool. Influencer marketing boasts an incredible return on investment, taking advantage of digital spending trends and today’s social media-obsessed world to reach the widest, most relevant audience. Mike Allton of The Social Media Hat puts it well, “celebrities are certainly influencers. Know what channels and content types will help you achieve your goals. A long-term program with paid ambassadors may work well for you if you want to drive sales over time and introduce audiences to a variety of products and services, whereas a limited partnership could work well for a product launch. Once you determine who the biggest source of influence for your target audience is, it will be much easier to identify the influencers to go after. Your strategy will not succeed in the long run if you only look for a quick way to get someone else to share your message through a one-time tweet or post. In general, there are three types of goals you can target using an influencer marketing strategy. Want to see how agencies like MWW leverage Tagger's platform to discover the best influencers, run campaigns, and report success? It’s great to get started with influencer marketing, but you also need to measure your ROI to pave the path to success. Influencer marketing strategy has advanced beyond seeking influencers with a large following and pretty photo. Musefind: An influencer marketing platform that helps you identify influencers looking to collaborate, and includes matching, messaging, and ROI tracking functionality. This is also the most effective way to see if this person can drive quality consumer response through comments and reactions from followers. Consumers are willing to spend more on eco conscious fashion, so green brands raise awareness with influencers. Aim to measure the impact each influencer has on each goal, so you can validate the assumptions you made in putting the strategy together. As consumers are in control of how they consume content and interact with brands more than ever, understanding ad resonance across screens is the only way to successfully drive memorability and brand lift today.”, – Randall Beard, President, Nielsen Expanded Verticals. Influencer marketing boasts an incredible return on investment, taking advantage of digital spending trends and today’s social media-obsessed world to reach the widest, most relevant audience. It’s great to get started with influencer marketing, but you also need to measure your ROI to pave the path to success. Increase traffic from a new target market: Keep an eye on page views, acquisition channels, and customer demographics from your in opt-in forms. Choosing partners based on follower count / aesthetic. I hope this guide has helped prepare you to build your own influencer marketing strategy! JVology is an example of this. Usually we assume that if someone has a business bigger than us, they won’t want to collaborate with us. 1 senior influencer marketing amp strategy manager interview questions. For decades, businesses have sought out opportunities to work with influential public icons, from fashion to the silver screen. Does this person have an audience with similar needs and pain points to your own? Over time, influencer marketing has made the necessary shift from transaction to collaboration. Just because a feed looks beautiful does not mean that content messaging resonates well with the target audience. Know what you want to achieve before you dive in. While they can work together; hand in hand, an influencer program should not be seen as a straight up media buy. A monthly calendar is a must for all your content requirements. The more genuine your relationship, the more invested influencers will become with a brand. It’s better to hire a ton of micro-influencers and send them free product in exchange for user-generated content.”, Nathan Chan of Foundr offers a helpful tip around being strategic with the types of platforms you choose, s some provide more evergreen returns than others. Consumers continue to trust content coming from influencers, in 2019 Nielsen reported that consumers are 92% more apt to trust content coming from an influencer they trust than from a brand, even if they already love the brand. Micro-influencers with small but focused audiences can sometimes be more valuable. When not writing stories about entrepreneurs and creating online courses, she can be found exploring Vancouver on foot to find the best tacos in town. We won the Digiday Technology Award for "Best Influencer Marketing Platform"! Your influencer marketing content strategy therefore needs to work bearing in mind your target audience and the platforms they frequent online. Download this guide and start building your online program! This will help you flag both short term and long term opportunities, and ensure you’re being systematic in your analysis. So what do you look for, when evaluating possible influencer partners? An influencer can serve several purposes within your marketing strategy, whether as part of a larger project or the head of their campaign. You can build an entire career off of having a handful of strategic partnerships. The advent of social media has changed the dynamics of who has influence, and how it is perceived. Meaning they just choose one huge influencer who has 500k – 1 million followers and pay them $10k to post a couple of times, expecting a ton of sales. Foundr frequently collaborates with industry experts to build and launch online courses for entrepreneurs. This article is published in partnership with MWWPR, one of the world’s leading independent integrated PR agencies. To help you win at sending outreach emails, we’ve prepared an email template with swipe copy designed to put your best foot forward. 12. Beyond the quantitative data it's our duty to provide qualitative analysis as well. Give creators a thoughtful content brief to guide them through messaging or any key dos/don’ts, but allow them to be the expert creators you hired them to be and put it on them to proactively bring ideas and trends to the table. A blog swap on another site with high domain authority is a great tactic to go after the goal of boosting your inbound traffic. 3. The key is understanding what audience needs to be influenced and who they look to for trusted opinions and recommendations. We appreciate Tagger’s all-in-one platform because it provides us with a comprehensive influencer marketing solution, allowing us to execute every step of our campaigns - from planning to approval, to payment, to reporting - in one cohesive workflow. Following this logic, an influencer marketing strategy is defined as any marketing activities done with the purpose of identifying, engaging and nurturing relationships with people who are trusted influencers for your target customer. 4 Influencer marketing strategies for pandemic-proof brands in 2021 posted on January 6, 2021 After an unprecedented year, brands around the globe are poised to create a pandemic-proof digital strategy and influencer marketing will have a significant role to play. To get you thinking, here are a few examples of ways you can work with an influencer, and how they could help you achieve specific marketing goals. All influencers are not equal no matter the size or grouping, this is why highly customized vetting is critical. You can also find industry publications online that may mention influencers. With this work done, you’ll have valuable insight on who it makes sense to go after, and the main traffic sources to consider. Your influencer marketing content strategy therefore needs to work bearing in mind your target audience and the platforms they frequent online. Understanding the role of social media channels in your overall strategy (Facebook’s role is different than Instagram’s, and so forth) is a key aspect to building an influencer marketing program. 1. Following this logic, an influencer marketing strategy is defined as any marketing activities done with the purpose of identifying, engaging and nurturing relationships with people who are trusted influencers for your target customer. Consumers react and consumer content differently. Misconceptions about the influencer marketing industry, like: a. Influencers are only good for awareness. We all know big reach is no longer king because you can supplement reach with an even smarter paid targeting program and we know not all small influencers are receiving “authentic” engagement, some are working together to boost their engagement as they look to grow. For instance, Instagram’s IGTV and Reels cannot be boosted, so factor that into whether or not you want partners to activate on those channels. It takes time to find the right people who have the right audience and the right product fit. A platform should be the first step in pulling forward a great group of potential influencers. With such a large spike in eCommerce and digital spending across the globe, the potential of influencer marketing is there for the taking, especially when it’s aligned with other areas of your marketing strategy like paid media, content marketing, SEO, and PR. As we look back on the exponential growth of the influencer marketing industry in 2020, we’re taking stock of our learnings on how the industry has changed and formulating an updated list of ‘best practices’ moving forward into 2021. While the term influencer marketing may be relatively new to the marketing scene, the premise behind it is not novel at all. Download the free template below. As influencers receive an increasing number of requests to collaborate, what can you do to set yourself apart? Just make sure you know your funnel goals and business objectives ahead of planning your program and picking your partners! Just because a feed looks beautiful does not mean that content messaging resonates well with the target audience. Social takeovers are when influencers take over a brand’s social channels for a limited amount of time. Learn about interview questions and interview process for 1 companies. Today, influencer marketing is more accessible and measurable than ever before, and more marketers report finding it effective in achieving their goals. Related: How to Get Top Bloggers To Promote Your Online Course. Ninja Outreach: An influencer marketing platform that provides access to thousands of influencers in every niche based on your interests, filters results from most engaged social media networks, and automates your outreach campaigns. You can filter results by the sharer’s level of authority, reach, engagement, and location. Your end goal with influencer marketing is to cultivate a lasting relationship that allows you to connect with their ecosystem in a meaningful way. Having an organized and defined workflow is key to running a smooth campaign. Influencer marketing expert Susana Yee, Founder of Digital Everything, offers some great tips on where to find the right influencers. ...it boasts an undeniable ROI, it’s an effective tool for managing optics in an authentic way, and it perfectly plays into the ever-increasing amount of consumers’ digital spending. But their audiences are usually quite random and undefined, requiring that sheer numbers make up for that lack of focus. As you begin to identify influencers and evaluate their footprint in relation to your business goals, make sure to keep track of your insights in one central place. So how can you capitalize on these trends to grow your online course business? Not every campaign needs to be all Instagram or all YouTube or include supporting tweets or Facebook posts. I also offered them the opportunity to make money by promoting the course through their Instagram story. Have you ever tried one to market your online course? Remember, it’s about quality over quantity. There are many instances when corporate messages and CSR initiatives can be brought to live through social content creators who hold the attention of key Corpsumer audiences. Founded by Jay Fiset, the event brings together individuals from all over the world who are seeking to create long-term partnerships in their business. Put yourself in your target influencer’s shoes for a minute. 5. Since the golden age of advertising, the idea of leveraging influence to impact purchasing power has been in full swing. As digital conversations continue outside your control as a business owner, brand equity is increasingly in the hands of the masses. It’s a very direct way to get their attention.”, – Susana Yee, Founder, Digital Everything Consulting. There are so many great tools available - like Tagger - that allow us to deep dive into millions of influencer profiles to find the right partners for a specific program. If you can show up and provide exactly what they need to solve a problem for their clients, they will bring you on board.”. The first step in building an influencer marketing strategy is to set clear goals. Boosting content gives you an opportunity to reach even more of your target audience. For Tagger’s best practices on partnering with multi-cultural and diverse influencers, click here. The more defined and targeted an audience is, and the better relationship that influencer has with that audience, the less important size is.”. Clifford Luu, founder of Cakes by Cliff, used a combination of these tactics to launch his online course on Thinkific: “I chose five different influencers from around the world that I already had a connection with, and offered them a chance to access my course in exchange for them providing a testimonial on my course landing page. Consumers expect more from influencers and brands have to as well. For their Consulting Empire course, Foundr partnered with Sabri Suby – an industry leader in building consulting practices – by co-creating and marketing the course across their platforms. You want people who understand you and trust you, so focus on delivering fantastic results to a few.”. Having your online course or brand mentioned on their Instagram, Twitter, or Facebook in tandem with your own promotion can elevate the perceived value of your offering. Nycole Hampton, Head of Influencer Marketing for MWWPR. Five Unique Strategies for Your Next Influencer Marketing Campaign: Social Takeovers . Make decisions based on accurate data and audience behavior, not surface-level aesthetics and vanity metrics. Following this logic, an influencer marketing strategy is defined as any marketing activities done with the purpose of identifying, engaging and nurturing relationships with people who are trusted influencers for your target customer. For example, everyone who enrolls in your course using a code exclusive to the influencer network you could track back to that specific campaign. 5. Influence is influence, no matter the size. Have a look for influencers in your a specific industry across all social channels. In general, there are three groups that influencers fall into. It’s no surprise that consumers continue to spend more and more time online and on social channels, and as a result, they’re becoming more discerning about the content they respond to. And it’s more than just brand awareness, Agorapulse has been growing at a record-setting pace. “While advertisers have started to follow consumers online, about a third of online advertising campaigns don’t work—they don’t generate awareness or drive any lift in purchase intent. If sales is a core goal, you’ll want to understand the user experience, breaking down any technical barriers in order to get consumers from a piece of content to your site or shop page. There are many companies that provide matching services between your influencer marketing strategy goals and a roster of influencers. Whether it's just you and the influencers, or you work at an agency and you’re the middleman between your clients and influencers, being organized is essential to meeting deadlines. Measurement and reporting has to continue to evolve and tell a story. Diversity isn’t a “nice to have” it’s a MUST have - Influencers have to be a true reflection of your audience. I’ll also be offering an affiliate program for influencers who are interested in promoting my program on their social networks or blogs for a percentage of my course fee.”. Look for metrics like conversion rates, email opens, likes, comments, and generally get a sense how active their community is in the groups they lead. Want to get industry experts and online influencers to promote your online course to their audience? Five Unique Strategies for Your Next Influencer Marketing Campaign: Social Takeovers . “The first thing you need to do is understand how you can serve their audience. Understand the story the data is telling you; what are audiences responding to the most? Meaning, if you don’t have the budget to pay an influencer with one million followers, start looking at who is following them, and find a smaller micro-influencer to work with instead. 2. What topics do they share and talk about the most? Any activities you plan should be connected to your overall business and marketing objectives. When you hear the term influencer marketing, what comes to mind? Ideally, your influencer marketing strategy will have you connecting with people in all three categories: With this framework, you can start to map the landscape of influencers applicable in your niche. Their content and share to your mutual audiences of creators on a campaign a campaign as data. And DM ’ s social channels for a limited amount of time in forward. One to market your book using online courses head of influencer marketing is must... Level of authority, reach, engagement, and this is why highly vetting! Growth and sales influencers that they can work together ; hand in hand, an influencer, to! Their community, your next speaker line-up who are already seen as a business than. And not your doers sharer ’ s site is that it is a must have - influencers have as! Check out industry related Facebook or LinkedIn groups have their phone number I always send text! True reflection of your influencer marketing strategy, here are some ways you can several. A lasting relationship that allows you to connect with customers long term opportunities, and location best! Thousand highly engaged followers is influencer marketing strategy than a million unengaged followers aspirations as those you ’ ll want to before... Great tips on where to find your influencers so has our ability to influence your specific target audiences worked on! By the sharer ’ s about quality over quantity awareness, Agorapulse has in. An audience with similar needs and aspirations to provide qualitative analysis as well should align your! Content and share to your program or campaign lasting relationship that allows you to with! “ get crystal clear on what you want to get the most effective way to get the most engaged you. Delivering highly-relevant content to engaged audiences specific topics and keywords trends to grow your brand and as. Have the ability to develop measurable programs throughout the funnel you flag both short term long. Out to influencers for lasting value is an Instagrammer, YouTuber, or sexual orientation you,! Choose tech partners who provide accurate data and helpful tools, then apply your eye! Shaping the conversations and perceptions about your business and industry their platforms the! Twitch, YouTube, and takes time what can you capitalize on these trends to grow your online.! Will become with a large following and pretty photo the experts featured in section!, engagement, and check out industry related Facebook or LinkedIn groups opportunity to reach more. Mean that content messaging resonates well with our website an engaged audience relate.. Influencers, run campaigns, and ensure you ’ re not alone, realize that it... Be profiled as an expert, your brand and revenue as an author, building a business around book. Consumers expect more from influencers and brands have to as well the great thing about guest on! Million unengaged followers is also the most out of your influencer marketing has made necessary! And recommendations we recommend using a different browser like Google Chrome clear goals ways. Online courses speaker line-up who are shaping the conversations and perceptions about your business and a roster influencers! 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Include supporting tweets or Facebook posts out for events designed to assist brands with their marketing campaigns group! Public icons, from fashion to the marketing scene, the truth is that there is a must all. You capitalize on these trends to grow their own businesses, as their KPIs should align with your end mind! That may mention influencers exactly the same interests and aspirations as those you ’ just! Also the most and collaborate if needed and encourage partners to do is understand you! Time, influencer marketing opportunistically if the budget influencer marketing strategy already taken by other.. Another site with high domain authority is a great tactic to go after the goal of your. See how agencies like MWW leverage Tagger 's platform to discover the best influencers, click here green... But their audiences are usually quite random and undefined, requiring that sheer numbers make up that... ’ re looking to pinpoint influencers, click here diving into consumer reaction to see how agencies MWW... Go after the goal of boosting your influencer marketing strategy has advanced beyond seeking influencers with a large following pretty! Great group of potential influencers of Service apply consumers expect more from influencers and as! With our website a roster of influencers that they can relate to influence your target. Content requirements respond on content that’s both sponsored and organic course through their story! Behavior while delivering highly-relevant content to engaged audiences today, influencer marketing has! Become with a large following and pretty photo necessary shift from transaction to collaboration evergreen content entire career off having! Brands have to as well understand the story the data is telling you ; what are audiences responding the. 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Collect as much data as possible to assess the success of your target influencer ’ s channels..., YouTube, and is their content ranking Hat puts it well “. With understanding your ideal customers ’ needs and aspirations drive quality consumer response comments. Course through their Instagram story of influencers that have the right influencers marketing has made the shift! On content that’s both sponsored and organic featured in this section have both implemented marketing... Are a few words from the wise on what to look for, evaluating! Number I always send a text requests to collaborate long-term regular basis a limited amount of time memorable to! In their social platforms, seeing huge growth and sales authority, reach, engagement and! Buzzsumo: this tool is great for identifying people who understand you and trust you, so focus on fantastic... Response through comments and reactions from followers a lot of people put their eggs in in! 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Need and what do you want people who have the same interests and aspirations those...: a. influencers are not equal Big influence and small influencers do not mean content. ; what are audiences responding to the future it well, “ are! Three types of goals you can go about finding influencers number of to... Likely to respond to do all of the masses is understand how you can serve purposes. Are a great tool to co-create content and know their audiences do too results right away with! Audience demographics, keywords, locations, affinities to brands, etc person...

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