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. Boosting your influencer content brings great cost efficiencies to your program or campaign. For the purpose of this article, here’s how we’ll define an influencer: “An influencer is any person or group of people who possess greater than average potential to influence opinions or behaviour, due to attributions such as frequency of communication, personal persuasiveness, or size and centrality to a social network.”, – WOMMA (Word of Mouth Marketing Association). A survey by Nielson shows that trust in online advertising has plummeted in recent years, and recommendations from friends or peers are becoming increasingly valuable. Musefind: An influencer marketing platform that helps you identify influencers looking to collaborate, and includes matching, messaging, and ROI tracking functionality. 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. Once you have their attention and have provided memorable value to their community, your next step is to. Fast forward to today, and technology has fundamentally shifted the way businesses connect with customers. I also offered them the opportunity to make money by promoting the course through their Instagram story. Today, influencer marketing is more accessible and measurable than ever before, and more marketers report finding it effective in achieving their goals. 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. The experts featured in this section have both implemented influencer marketing to grow their own businesses, as well as crafted strategies for others. 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. Ultimately, the success of your influencer marketing strategy depends on how well you are able to track your activities back to your business objectives. 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. Influencer marketing strategy has advanced beyond seeking influencers with a large following and pretty photo. Report and Analyze Your Influencer Marketing Strategy: Collect as much data as possible to assess the success of your influencer marketing campaign. While programs like Tagger have great tools to flag bad actors, you still want to apply the human eye to make sure any partner you consider is genuine and authentically running their brand. 5. 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. But their audiences are usually quite random and undefined, requiring that sheer numbers make up for that lack of focus. 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. We’ve also sent physical products to the influencer to have them post on their feed or story, and have seen very strong returns, especially when offering a free product in exchange for post.”. Paying for impressions and calling that success. Remember to keep conversations with your key influencers going, and ask them for feedback throughout this process. #influencermarketing, Your success with influencer marketing depends on how well you are able to align the interests of your target customer with the interests of the influencer. A simple Google Search will sometimes garner lots of great results since many niche influencers will not be on the search databases – they often get enough inquiries directly.”. Where can you lean in to increase ROI? I hope this guide has helped prepare you to build your own influencer marketing strategy! Let us know in the comments below. This will help you flag both short term and long term opportunities, and ensure you’re being systematic in your analysis. Download the free template below. Diversity extends beyond race, age, gender identity, or sexual orientation. “Taking a more directed approach to influencer marketing has paid off dramatically. You can also find industry publications online that may mention influencers. Report and Analyze Your Influencer Marketing Strategy: Collect as much data as possible to assess the success of your influencer marketing campaign. Want to see how agencies like MWW leverage Tagger's platform to discover the best influencers, run campaigns, and report success? Do they have the same interests and aspirations as those you’re looking to target? Getting an introduction can often fast-track the process of building new relationships from scratch. 4. Your end goal with influencer marketing is to cultivate a lasting relationship that allows you to connect with their ecosystem in a meaningful way. Influencer marketing strategy has advanced beyond seeking influencers with a large following and pretty photo. Influencer Marketing Strategy: How to Scale a Business https://buff.ly/38O01Ra Learn how to research and reach out to micro- and macro-influencers, and discover what types of offers work best for influencer marketing campaigns. 10. Reaching out to influencers for lasting value is an art, and takes time. Yes this takes time, and yes it may not guarantee the outcome you want (at least not right away), but it’s the only way to build authentic relationships that last. “The first thing you need to do is understand how you can serve their audience. Zach Benson, CEO of Assistagram shares the importance of diversifying your investments and tracking the return on a regular basis. I started to partner with influencers I have worked with on projects as well as brands I have worked with. 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. Learn marketing strategies to market your book or online course, and build your email list from author Alexa Bigwarfe. b. In general, there are three types of goals you can target using an influencer marketing strategy. This is also the most effective way to see if this person can drive quality consumer response through comments and reactions from followers. Now that you know what to look for, here are some ways you can go about finding influencers. 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. Consumers are willing to spend more on eco conscious fashion, so green brands raise awareness with influencers. 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. There are many influencer tracking platforms available, but if you don’t have the budget for one, download our free outreach tracking template to get suggested evaluation criteria and a framework to keep track of your research. You’ll want to make sure your campaigns are set up in a way that enables you to monitor the metrics associated with each goal you have. As the industry has become more sophisticated, so has our ability to develop measurable programs throughout the funnel. When looking to pinpoint influencers, you want to partner with those who have an engaged audience. An influencer can serve several purposes within your marketing strategy, whether as part of a larger project or the head of their campaign. 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. 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. The key is finding influencers that have the ability to influence your specific target audiences. 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. Relying solely on total potential impressions and reach is a thing of the past, especially with platforms readily available that pull back end data from influencers. They are busy people. Influencer marketing expert Susana Yee, Founder of Digital Everything, offers some great tips on where to find the right influencers. As you will see, this may include a mix of PR efforts, sales, and content marketing wrapped into a cohesive program. Build meaningful relationships - treat influencers and creators as your partners and not your doers. Susana Yee of Digital Everything has also used a combination of influencer marketing tactics to market her online course: “Currently I am in the process of launching an online course on influencer marketing. While the term influencer marketing may be relatively new to the marketing scene, the premise behind it is not novel at all. With this work done, you’ll have valuable insight on who it makes sense to go after, and the main traffic sources to consider. Just because a feed looks beautiful does not mean that content messaging resonates well with the target audience. Learn about interview questions and interview process for 1 companies. Know what channels and content types will help you achieve your goals. 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. You can only use influencers for B2C campaigns. Influencer marketing platform is a solution which is designed to assist brands with their marketing campaigns. 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. So how can you capitalize on these trends to grow your online course business? Here are 11 powerful influencer marketing stats curated to inform your marketing strategy this year, based on a 2019 survey of marketers by Mediakix, an influencer marketing agency. 5. 3. You want to prove the value of a program and see that ROI immediately. Make decisions based on accurate data and audience behavior, not surface-level aesthetics and vanity metrics. The more defined and targeted an audience is, and the better relationship that influencer has with that audience, the less important size is.”. Measurement and reporting has to continue to evolve and tell a story. The best marketing strategies are the ones that anticipate consumer behavior while delivering highly-relevant content to engaged audiences. 5. Let’s get to it! It will be harder to use influencer marketing opportunistically if the budget is already taken by other initiatives. Branded blog posts: The great thing about guest blogging on someone’s site is that it is a form of evergreen content. As digital conversations continue outside your control as a business owner, brand equity is increasingly in the hands of the masses. 3. Just because a feed looks beautiful does not mean that content messaging resonates well with the target audience. If your first thought is an Instagrammer, YouTuber, or even a Kardashian, you’re not alone. And it takes time to achieve a comfort level with an influencer so they’re willing to talk about you.”, Jim Padilla, Founder of Gain the Edge shares the importance of emphasizing quality relationships, over quantity. Click to share on Facebook (Opens in new window) 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. We work with influencers because we like their content and know their audiences do too. Lastly, we’ll look at some mistakes to avoid when building your strategy. This article is published in partnership with MWWPR, one of the world’s leading independent integrated PR agencies. Your success with influencer marketing depends on how well you are able to align the interests of your target customer with the interests of the influencer. Head to industry events in the niche you’re targeting, making a note of the presenters, sponsors, and other influencers in the milieu. Beyond the quantitative data it's our duty to provide qualitative analysis as well. To apply this to your online course business, let’s look at a hypothetical example: Meet Cheryl Smith, our fictional online course creator who has a course on personal branding. 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. Also, realize that sometimes it takes multiple emails and DM’s. All influencers are not equal no matter the size or grouping, this is why highly customized vetting is critical. If I have their phone number I always send a text. Focus on building a relationship above all else. You can filter results by the sharer’s level of authority, reach, engagement, and location. How engaged are they with their community? Are they content creators, and is their content ranking? 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. What do you need and what do you want influencers to achieve for you? 2. A monthly calendar is a must for all your content requirements. For decades, businesses have sought out opportunities to work with influential public icons, from fashion to the silver screen. The more genuine your relationship, the more invested influencers will become with a brand. Your influencer marketing content strategy therefore needs to work bearing in mind your target audience and the platforms they frequent online. You want people who understand you and trust you, so focus on delivering fantastic results to a few.”. Click to share on Facebook (Opens in new window) The core of any successful program is the right influencer who can tell a brand's story in a way that will make consumers interested and go as far to drive them to purchase. Consumers expect more from influencers and brands have to as well. Let paid media elevate your strategy, don’t count on it to do all of the work. It’s a very direct way to get their attention.”, – Susana Yee, Founder, Digital Everything Consulting. Don’t make this mistake. Here’s how to think about what metrics to track in each: 1. 2. “For influencer marketing strategy, don’t go wide, go deep. ...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. Social takeovers are when influencers take over a brand’s social channels for a limited amount of time. 2. Here are 11 powerful influencer marketing stats curated to inform your marketing strategy this year, based on a 2019 survey of marketers by Mediakix, an influencer marketing agency. 3. Check on the goals you set in the first step. Just because a feed looks beautiful does not mean that content messaging resonates well with the target audience. Take note of any related hashtags across Twitter and Instagram, and check out industry related Facebook or LinkedIn groups. Share this influencer marketing story. Once you’ve gathered initial information on prospective influencers, you’ll want to start monitoring their activities over time to get a sense of what they share with their audience and identify where you can add the most value. 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. To help you shape your influencer marketing strategy, here are a few words from the wise on what to avoid. Working with key influencers in the social media industry has been a terrific success.”, – Mike Allton, Founder, The Social Media Hat. Brand mentions: Work with an influencer to include brand mentions on their platforms with the highest engagement. 3. 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. 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. While they can work together; hand in hand, an influencer program should not be seen as a straight up media buy. 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. The best way to start the process of engaging with an influencer is to start small. But not so fast! Diversity isn’t a “nice to have” it’s a MUST have - Influencers have to be a true reflection of your audience. It’s great to get started with influencer marketing, but you also need to measure your ROI to pave the path to success. “Always get people to post on their Instagram feed, versus their Instagram story to get the most longevity out of the mention.”, Mike Allton of The Social Media Hat stresses the importance of being patient to build relationships over time. 1 senior influencer marketing amp strategy manager interview questions. They get tons of DM’s and it is hard to keep up. Once you have landed on your partners and you’ve started down the negotiation path, you can request more data such as conversion metrics. Also, keep an eye out for events designed to facilitate connections between those looking to collaborate long-term. But influencer marketing doesn’t work that way. Once my course launches, they have agreed to share it with their audience. 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. “I find that a good email is always the best way to reach an influencer. Influencer marketing platforms coupled with the irreplaceable human element allows us to make well-informed investment decisions based on accurate data so we can build effective strategies. No two programs should be designed exactly the same, as their KPIs should align with your unique objectives. Nycole Hampton, Head of Influencer Marketing for MWWPR. Here are three questions to help you clarify what is currently influencing your audience’s purchase decisions: The goal with this exercise is to end up with a list of people and places that act as hubs for the kinds of conversations that are impacting how your target customer discovers and evaluates options. We saw very strong returns, upwards of 7-10x ROAS. Having a thousand highly engaged followers is better than a million unengaged followers. In this complete guide to influencer marketing, we’re going to walk you through how to determine whether influencer marketing is right for you, the steps for creating an influencer marketing strategy, and how you can leverage collaborations with influencers to sell more online courses. For everyone book using online courses for entrepreneurs towards an ad coming directly from a brand s! 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