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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?
#influencermarketing101 @gshiftlabs
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
#influencermarketing101 @gshiftlabs
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
#influencermarketing101 @gshiftlabs
This is where influencers live. Up to 90% of the purchasing journey is off-site
THE DARK FUNNEL
#influencermarketing101 @gshiftlabs
So, how do you measure success?
MARKETERS LOST IN DARK FUNNEL
#influencermarketing101 @gshiftlabs
STARTING AN INFLUENCER MARKETING CAMPAIGN
Set parameters
Identify audience
Create content strategy
Identify & engage influencers (and arm them)
Monitor & manage
Measure & report
Maintain relationship
#influencermarketing101 @gshiftlabs
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
#influencermarketing101 @gshiftlabs
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?
#influencermarketing101 @gshiftlabs
● 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
#influencermarketing101 @gshiftlabs
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
#influencermarketing101 @gshiftlabs
● 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
#influencermarketing101 @gshiftlabs
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
#influencermarketing101 @gshiftlabs
• 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
#influencermarketing101 @gshiftlabs
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.
#influencermarketing101 @gshiftlabs
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
#influencermarketing101 @gshiftlabs
Audience Development & Discoverability
Mastering Smart URLs
RESOURCES
gshift.it/offsite gshift.it/audience