Happy to see you back at Content Amp Camp! Today we’re learning some basic survival skills to help you gain your audience’s attention. You’ve heard of it, it’s a popular buzzword, and today we’re going to dive into influencer marketing and how to do it right.
Influencer Marketing is an approach to content amplification that centers on building relationships with key people or publications in your industry to produce and promote content for your brand.
“Influencer” is a broad term for any individual who can inspire action among your target audience. Let’s look at 4 different types of influencers who may be relevant to your business.
4 Influencer Types:
- Joes and Janes
Celebrities: musicians, athletes, actors, etc. i.e. Kim Kardashian
Mega-influencers: Online sensations with viral and cult-like following in the digital space i.e. Grace Helbig
Micro-Influencers: People with a larger-than-average following and engagement in your industry, and are looked to as an authoritative figure. i.e. Arnie Kuenn
Joes and Janes: Your friends, relatives, colleagues. i.e. your dentist, your grandma, your dog walker (you get the picture).
Today I’ll teach you how to create an influencer marketing strategy in 5 steps.
Step 1 is influencer discover. You’ll want to analyze what celebrities, mega-influencers, micro-influencers, joes and janes exist in your industry.
Ask yourself—who inspires my audience? Who are they interacting with on social channels? How are they interacting? What content is my audience sharing?
Step 1: Discover the right influencers
Tools to use:
- Buzzstream Discovery
- Google Search
- Twitter Search
- Youtube Search
- Instagram Search
There are several inexpensive tools you can use to identify influencers—such as Buzzsumo or Buzzstream. You can also search in google, YouTube, Twitter, Instagram or other social platforms for keywords that your audience might be interested in, and see who is talking about that topic.
Step 2: Content ideation
Once you’ve identified your target influencers and where you think your audiences are hanging out, Step 2 is where you should create a strategy around engaging those influencers in a collaboration with your brand that reaches those audiences.
Do you want your influencers to: Write an article? Create video content? Do a webinar? Create social posts? Come to your events? Provide quotes? These things are possible outcomes of an influencer relationship.
You’ll also want to establish a plan for compensating influencers for their work on behalf of your brand—it doesn’t need to be monetary payment but there should be a mutual benefit–Cater it to their interests.
Will these influencers receive: Free products, a monetary value, thought opportunities? A free trial or exclusive offer? Or a free experience?
How much budget are you willing to allocate to your influencer marketing program?
You’ve discovered your influencers, and created a strategy around engaging them. It’s (finally) time for step 3! Influencer cultivation and activation.
Here are a few tips to cultivate influencers for your brand:
Step 3: Cultivation and Activation
- Establish your pitch
- Ensure that any initial content assets that you need are created
- Engage with influencers on their channels
- Reach out directly by whatever means available
First, create an appealing pitch that addresses who you are, what your campaign is all about and what’s in it for that influencer.
Second, create any initial content or creative you need to make the campaign happen.
Third, start to engage with your target influencers on the channels they frequent most.
Be sure to track your influencer engagements using a spreadsheet, or an influencer outreach tool like Buzzstream or Pitchbox.
In an ideal world, after following these steps, your target influencers are interested in working with you, but there is still a lot of work to do. Step 4 is managing these relationships.
Step 4: Managing Influencers
- Build personal relationships
- Provide FTC friendly content guidelines for sponsored content
- Collaborate on content ideation and creation
- Edit content produced by or with influencers
- Respond to influencer objections or questions
- Set expectations, deadlines and requirements
Like your customers, influencers have needs of their own. They want to be valued, as they should be, as brand partners. Managing an influencer relationship and engagement is not the easy part, you’ll need to build personal relationships, establish FTC friendly guidelines, collaborate on content, be responsive and set clear expectations for your campaigns. It can be a lot of work!
“Remember: only you can prevent FTC Fines”
“Every year marketers are met with hefty fines due to lack of proper disclosures.
Remember that proper disclosure of your influencer campaigns is up to you. As the marketer, you are held responsible for misleading advertising. Need to brush up on FTC disclosure guidelines? We’ve provided the materials you need to learn about proper disclosure.”
We now return to your regularly scheduled broadcasting.
Well…that was weird. Anyway, carrying on—because influencer cultivation and management is a ton of work, you’ll want to actively measure results of your campaigns as you manage them. This leads us to Step 5.
Step 5: Measure
- Referral Traffic
- Social shares
- Social engagement
- New subscribers
- Goal completions/conversions
Based on what type of campaign you’re running you’ll need to customize what KPIs you want to look at to gauge its success. For example: look at referral traffic if you’re publishing sponsored content on external sites or shares and engagement metrics if an influencer is helping you with a social campaign.
With this video, you should have received a worksheet aimed at helping you develop an effective influencer strategy. If influencer marketing is something you want to include in your content amplification strategy, we strongly advise you to fill it out—it’ll help you later in your course when we put everything together.
You’ve now earned your “Influencer Engagement Badge” – congratulations!
See you in 2 days when we’ll cover how to do a competitive social media analysis!