Transcripts
1. Class Intro: The emergence of social media, influencer marketing has become an integral part of any
digital marketing strategy. Although influencer marketing is not new to the marketing mix, it has recently evolved to
become much more complex. The rise of digital
communication and online media influencer
marketing has begun to draw the attention of many organizations
in today's society. Hello, I am AMA. And in this class, we talk about influencer
marketing strategies. To influence someone
involves the ability to impact another individual's
behavior through crust. Previously, these
influential roles were reserved for high
profile individuals, such as celebrities,
friends, and family. However, their digital age has made becoming an influencer
more accessible. What used to be reserved
exclusively for celebrities? A select list of bloggers
has now expanded to many. Today. Any individual can
use social media to become an influencer by
carving out an audience of followers to reach
millions of the touch of a smartphone influencer
marketing has become a vital pillar within existing digital
marketing strategies to reach niche audiences. However, with new technology
come new challenges, organizations are
learning how to collaborate with
key influencers and manage their expectations of how influencer marketing can
help to drive business. For this class, we'll
outline the importance of integrating influencer marketing into your marketing strategy. How to make new influencer
partnerships come to light and crack their performance
to determine success or that last project, you need to define the role of influencer marketing in
your marketing strategy. How you can utilize
influencers for your brand, product or service. You need to select influencers
through social media, collaborate with them regarding
your product, service, our branch, and make
a contract with them to finalize your
marketing strategy. Let's start the class. See you in the next video.
2. Influencer Marketing: Influencer marketing has
become a way to reach niche audiences and drive your brand voice through
trusted experts. Influencer marketing
is a type of traditional word of mouth
marketing among social circles, where someone would recommend
a product or service. Today, effective
influencer marketing occurs when an influencer speaks about a product or service which impacts one of their followers
thoughts of a brand. This can range from driving awareness of a new
product or service, visiting a brand's
website to learn more, or even impacting
purchase behavior. In the digital age, influencers started
as bloggers who wrote about a product or
service and reviewed it. Bloggers had a
dedicated audience of readers who would visit their website and follow
their blog posts for updates. Today, social media has made the space of influencer
marketing much more complex. Anyone can become an
influencer by creating a social media account and
posting original content, ranging from food,
fitness, tech, or fashion to name a few, these influencers act as
experts in their field. Over time, social media has
helped influencers grow their audience to reach thousands or even
millions of followers. As an organization, this
becomes an attractive way for any brand to get
their product or service in front
of new customers. Influencer marketing versus
social media marketing. Today, the majority of
influencers rely on social media platforms
such as Instagram, YouTube, snapchat, and Tiktok to reach their
audience of followers. Although influencer marketing
and social media marketing has become intertwined, the strategies and how they are utilized as marketing
tactics differ. Having an understanding of
where social media versus influencer marketing sits in your strategy will help
define their success. Social media marketing
is a place for brands to engage with customers and
manage their brand's identity. It is not only a
place where a brand can speak directly
with their customers, but also becomes a way
for them to communicate their business priorities to
an audience of followers. These types of social
media profiles are typically managed by
the brand themselves. Having a brand's
own social profile allows for more control over their messaging and
what is posted online while also connecting easily
with their customers. However, there are
challenges presented when businesses use social media as part of their brand strategy. Since anyone can create their own social profile
and share information, customers have the opportunity
to share reviews of a brand that is positive
or negative online. Typically, these reviews can be limited to a small
group of family and friends as a type of word of mouth marketing
with social media, this has evolved what was once a few vices can
quickly become many, having large impacts on
a business over time, this can present positive
opportunities for a brand, such as building brand loyalty, or can provide a challenge via customer feedback
with social media, influencer marketing is
one of the spaces where the lines of communication has
become a bit more blurred. Influencers have created
their own audience of followers on social
media platforms, they can organically
share content and provide positive or negative reviews
of products and services, which can impact the
brand by reaching millions of their
followers in a second, the good news is
that the impact of influencer marketing
is not all negative. By being proactive,
brands can aim to control their online brand recognition
through and influencers social media channels
through paid partnerships. These partnerships
allow brands to tap into the
influencers audience, to speak positively
about their brand, to reach millions of
their loyal followers. The role of influencer marketing in your marketing strategy. Understanding where
influencer marketing sits in your overarching
marketing strategy is imperative as an organization, you must define what
you are trying to achieve when working
with influencers. It is also important to consider where you are
looking to make an impact. This can range from high level brand perception to getting their followers
to make a purchase. Influencer marketing
can sit within several areas of the
marketing sales funnel. The marketing sales funnel is divided into four main sections. Awareness, these
influencer partnerships achieve high level
brand awareness. They are ideal for reaching new audiences who are not
familiar with your brand. For example, these
partnerships can be utilized if you are looking to expand into a new
category of products. Or attract a new interest
or demographic group. This occurs when an
influencer speaks or recommends a new brand to
their audience consideration, these influencer
partnerships aim to engage with audiences who are already
familiar with the brand. These relationships
can range from building brand awareness
of new product lines to building brand
loyalty through repeated exposure to an
influencers audience. For example, if the influencer has
recommended a specific brand several times before they are audience would be familiar
with the product or service. This means they would
be more likely to recognize and engage
with the brand. These partnerships can occur through specific initiatives, such as contest giveaways or exclusive offers for the
influencers audience conversion. This type of influencer
partnership is similar to direct
sales conversion. It aims to make an audience
of followers taken action, such as making a purchase of a specific product or
service from your brand. For example, conversion based
influencer partnerships can be executed through offering promotional codes or
sales call outs on a specific product or service
that the brand offers. Advocacy. Loyalty. These influencer
relationships differ from the three listed above. Advocacy or loyalty based
influencer relationships are earned by a brand. They are not tied to a monetary
value and act as a type of user-generated content by
the influencer themselves. These relationships occur
organically in content. And an influencer advocates on behalf of a brand without
a partnership because they truly recommend
their product or service and want to share their insights with
their audience. It is considered a traditional word of mouth marketing tactic. Instead of reaching just
family and friends, they are recommendation could reach millions of
their followers. For example, if an influencer will speak
about their everyday life, sometimes they will stumble upon a product that
improves their life. And influencer who focuses on fitness can speak about
tips for saving time within the kitchen
and highlights storage and kitchen tools that help her stay organized while healthy meal
prepping for the week. How to utilize
influencers as a brand. There are ways to work
with influencers, paid and unpaid partnerships. Influencers can speak about brands through
paid partnerships. However, unpaid brand mentions on an influencers
social profiles are also quite common depending on resourcing and budgets, I either type of
partnership can be an effective part of
your marketing strategy. Paid partnerships. Paid partnerships can range in length, deliverables and cost. These partnerships can be with one influencers
specifically are a group of influencers as
ambassadors for your brand. Paid partnerships are
easily cracked and a great way to have control over the brand messaging
depending on the scope, influencer partnerships
can be challenging for a brand to
define and execute. Paid partnerships typically
have more structure. Outlining the partnership
in a contract which holds the influencer and the brand
to a set of deliverables. The terms of the
relationship would also involve some type
of monetary payment. This is the most common type of influencer partners shapes, which will be discussed
further in the coming videos. Unpaid partnerships, not all Partnerships require
influencers to be paid. Exploring unpaid
partnerships opportunities as a brand can be
more cost-effective. The only challenge is
that unpaid partnerships do not guarantee your brand
coverage to the influencers. Audiences are control
over the messaging. These partnerships are more
uncommon and are completed in kind because they loved the
brand, product or service. Unpaid partnerships help
the influencer with content by having the brand gave the product or service for free. As social media
performance metrics are not typically shared due to the nature of
the partnership. Unpaid partnerships
are challenging to measure from a
business perspective. This means it is
difficult to determine if the unpaid partnership was
worth the time investment. One of the ways to consider an unpaid partnership is through the lens of traditional
media relations. In public relations, the media landscape has transitioned from
print to digital. There are now more voices available to reach
larger audiences, such as those with influencers. By applying media
relations tactics to the influencer
marketing space, brands have the opportunity
to gain access to an influencers audience through tactics such as product
seeding or a product exchange. Seeding your products
out to a group of influencers does not
guarantee coverage, however, can help it securing coverage if you have
a limited budget, the benefit of product seeding is that it provides
your brand with a higher likeliness
of the influencer showing your product
to their audience. Having a nice unboxing, our personalized experience will help to increase your
chances of getting coverage on an influencers
social profiles in an unpaid capacity. The same method can
be applied if you are selling a service
instead of a product, by inviting an influencer
to experience your service, they can capture
unique content for their social media
channel and are more likely to post if they had
a positive experience. Summary, influencer
marketing can play an important role in your overall marketing
strategy as a brand. You can add influencer
marketing to your digital marketing mix
to reach and engage with new audiences on social media by defining your business
objectives with influencers, you can easily determine where influencer partnerships
can help you make an impact ranging across the entire marketing
sales funnel. Influencer partnerships can help raise high level awareness, drive engagement or
online convergence. All while naturally building brand recognition and loyalty regardless of your objectives, the most common way to work with an influencer is through a
paid influencer partnership. Paid influencers provide
a greater level of control over the
messaging and are easily cracked for performance through contractual deliverables if you are limited due to
resourcing or budget, try exploring, working with influencers in an
unpaid capacity, although it may not guarantee your brand coverage
on the influencers, social media channels, unpaid partnerships
are a great way to get your brand out there, especially if you have a
quality product or service.
3. Influencer Expertise: There are many reasons for brands to partner
with influencers, such as reaching new audiences. Organizations can shift
their brand perception, build brand loyalty, and drive convergence by working
with influencers. However, understanding the
power and influence are hordes is key to defining effective influencer
marketing relationships. It will shape your objectives of working with
influencers and provide insight into how you communicate and build
relationships with the influencers themselves for us and authenticity like humans, note to influencers
are 100% alike. Each influencer has carved out their own niche of content, helping them appear authentic to their audience of followers. Today, this is defined as an influencers brand
and can be seen in many different ways on their
social media channels. This can range from the way they talk or communicate
to how they take pictures and the type of content they post on
their social channels, such as food, fitness, family, all carefully
crafted and curated. Each influencer works to
build their online persona as a brand that appears to be
authentic and relatable. This helps to set an expectation with their audience
of who they are and why they should
follow their content as an influencers
following grows, so does their individual brand, their audience will develop a level of trust
with the influencer, similar to what any
individual would have with a close friend
or family member. Having this level of
trust with their audience becomes the key power and influencer horse
with their brand. Their audience develops a
relationship with their brand, crusting their opinions of any products or services
they mentioned as a type of traditional word
of mouth marketing by tapping into an
influencer's trust. Brands can impact their
brand perception of specific products
or services that are mentioned with an influencer's
trusted audience types of influencers for a brand. It is important to note that influencers audiences
grow at different rates. The number of followers defines an influencer's potential
audience reach of consumers. Some influencers will
have large followings and others small based on the
number of followers they have. Influencers can be defined into different
levels of influence. These should be
considered against the business objectives
you are trying to achieve as an organization, their definition
of follower counts can vary by social
media platform. But the structure
below helps to provide guidelines into the types
of influencers that exist. Mega influencers, mega influencers are the
largest type of influencer. These influencers could be RR, considered famous with over
a million followers on any given social media platform based on the size
of their audience, mega influencers
partnerships have the largest reach for any brand. However, will come with
a high cost for any type of branded partnership
because of their large reach, their relationship
with their audience tends to be further
removed as they cover a wide variety of topics within your
marketing sales funnel. These types of influencers
are best suited for high level brand awareness
of any given product or service has mega
influencers can get the word out quickly to the
largest number of followers. Macro influencers, although smaller in reach
and follower count, it is important not to underestimate the power
of a macro influencers. These macro influencers
have an audience that ranges from 100 thousand
to a million followers. Partnering with a
macro influencer is ideal for brand awareness
of a product or service. Given the size of
their followers, they have likely nurtured their audience through
growth organically by posting relatable content on their social media channel. Macro influencers have
developed ideal audiences for brand partnerships
around interest groups or categories, such as fitness, food, or fashion, to
name a few examples, this is a great way to reach specific customer groups that are related to your product or service without paying for a mass audience who may or may not be interested
in your brand. Micro influencers, similar
to macro influencers, the best way to measure micro influencers is through
the size of their audience, which ranges from 100 to
100 thousand followers on any given social
media platform as their audience has likely
developed naturally or tying, their content can be very niche, making them easily seen as industry leaders are
experts on a specific area, micro influencers will likely not require as much
budget to partner with. If aligned well with your
brand and objectives, the partnership can
feel natural generating the best results if you
have time and resources, cry working with several
micro influencers to expand your reach, totaling up to the size
of a macro influencer. By doing this. You can achieve a larger
reach and high engagement, maximizing your overall results. Nano influencers. Nano influencers are the
smallest and newest type of influencer out there
with followers ranging from under one
hundred, ten hundred. These influencers are considered influencers within
their local community, among friends and family, they have a naturally
large follower among social circles
in everyday life, nano influencers have
the highest level of engagement with
their followers, making their voices truly
authentic and highly valuable. A brand. Working with nano
influencers can be tricky because their
audiences are small. Brands need to work
with a larger number of nano influencers to make up the reach of a micro influencer, which can be more time-consuming to execute and difficult to measure the effectiveness of
the influencer partnerships. Types of influencer
partnerships. When working with influencers, there are different types of partnerships brands
must consider based on the length of time they want the partnership to exist. Typically, influencer
partnerships will fall as a tactic within an overarching
campaign when defining the objectives of an
influencer partnership. There are two types of influencer partnerships
to consider. And ad hoc partnership, or an ambassador partnership. Ad hoc partnerships. These partnerships are for a short duration with
a defined set of deliverables the influencer must fulfilled through posting
content to their audience. It is an effective way to reach more audiences over a
short period of time, which can be needed for one-off marketing campaigns from an organization's
perspective, this is a great way to test out an influencers audience to see how they respond
to your product. It can help test and learn
if it is the right lung, it for your business objectives. If the influencer
partnership is successful, it can be renewed for another ad hoc partnership or evolve into an
ambassador partnership. Ambassador partnership. An influencer can also act as an ambassador
to your brand by recommending the
product or service over a longer period of time. These partnerships tend to be long term partnerships with the influencers brand
and your brand becoming intertwine Ambassador partnerships
become more natural to the influencers audience
as they see the product or service being integrated more often within
the influencers, social media content,
creating influencer programs. If you have a set of one-off
influencer partnerships, it is possible to involve
these relationships into an influencer program involving several of your
high-value influencers. There are benefits to
these types of programs for both the influencers
and the brand. For influencers, they have the opportunity to
network and learn best practices on how
to develop content to attract new audiences while
integrating your brand. It also helps to add some credibility to
each influencers brand by being selected to participate in a larger influencer program. From a business perspective, ambassador partnerships can also become something that
brand speaks on behalf of as a marketing campaign by developing a name and hashtag, audiences can become
aware of the program and follow the content on your
brand social media channels. As part of the launch strategy, ask participating
influencers to post similar messages about
the influencer program. This will help to make
a big announcement on both your social channels and the influencers by
announcing how excited each of the influencers are
to partner with your brand. And using a partnership hashtag, followers can not only learn about your products or services, but also discovered
new influencers they may be interested in summary, by offering their expertise, influencers can help
organizations build their brand, drive brand loyalty and
online convergence. The key to understanding the
power of an influencer is their personal brand through an ongoing relationship
with their followers, influencers have been
able to build trust and authenticity so that when they recommend a product
or a service, they hold influence over
their followers mindsets. Regardless if the influencer
is a Mega, macro, micro, or nano influencer, having
a relationship with a dedicated niche audiences and influencers value to a brand. Working with influencers through various lengths of
time has its benefits. Ad hoc or one-off
partnerships can be a good way to test and
influencers audience before expanding
the partnership to longer-term ambassador
programs are campaigns. Once you find the correct
type of influencer, develop the relationship
to help you reach your long-term
business objectives.
4. How to Select Influencers: Millions of influencers online. How do you choose which
ones to work with? The most effective influencer
partnerships are when the brand fits well with the influencers
audience interests. Consider the type of content
and influencer develops. Their content will attract a specific type of followers
who have those interests. For example, influencers who
speak about technology have a large portion of followers
who are interested in technology from audience
reach to brand fit. There are many factors
to consider when selecting which influencers
to partner with. Once your marketing
objectives are defined, start determining
which influencers you should work with
through research. There are endless third
party platforms you can use to find influencers
and review their metrics. Although these platforms can be helpful with narrowing
down the search, you will need to
evaluate each influencer based on what you are
looking to accomplish. Main considerations. Evaluating influencers can vary based on your
company's objectives. However, there are main areas to consider when
selecting influencers, such as an influencers
social media platform. They are rich, audience
engagement and brand alignment. Social media platform, having an understanding of your
business priorities and what social media platform
you are looking to gain exposure on will
help to narrow down what type of influencers
to work with. Consider your objectives and
how well they align with the type of content that is native to each social
media channel. For example, YouTube is a
video dominated platform, vs. Instagram, which is a
blend of images and videos. There will also be
different types of demographics on each
social media platform. For example, those
who are between 18 to 29 are likely to use
Instagram, Snapchat, and TikTok as their social media
platforms of choice versus 30 to 49 year olds are likely to prefer Facebook and Instagram, although most influencers
will be present on several different
social media channels, they will have various levels of followers and engagement
depending on where they prioritize their
content creation and dedicate time to
grow their audience. This means that there will
be different influencers you may want to work with on
each social media platform, try to align your
strategic objectives with the type of content
you're looking for. Selecting an influencer based on the social media channels they feel the most
comfortable with will guarantee the best
type of content and results of the partnership
audience reach, as discussed in previous video, there are several
different types of influencers who ranged in audience size from a couple of thousand
followers to over a million. Having a large audience
reached references to how many individuals
subscribe or follow their content
on a regular basis, their follower count can provide a brand with an understanding
of how many customers could see their product or service in a partnership depending on
your marketing strategy, it may also be imperative
to consider where those audiences are located and what age or language they speak. Asking for an influencers
audience breakdown can be useful to understand if they are reaching
the correct demographic that aligns with your
strategic objectives. For example, consider
the reach of the audience globally
versus locally by country. For example, working with
influencers who have a larger market
penetration in your target demographic are more likely
to yield better results, which can help define if the influencer partnership would meet your business expectations. Audience engagement, how
often the influencers, audiences engaged
are interested with their content is another
aspect to consider. This is inclusive of typical
social media metrics, such as likes,
comments, and shares, but can also include video views depending on the
type of content they are posting and on what
social media platform the content is posted. Engagement is not only
a way for brands to understand how an influencer's arguing receives their content, but also helps to
define the type of relationship they have
with their audience. Having a higher engagement on their content outlines that
the influencer likely has a strong level of trust
with their audience and greater level of influence
over their followers. It is also a good indicator to how many people would engage
with your brand if you were to partner together
brand alignment when selecting an
influencer to work with the type of content
and influencer is comfortable posting can
also be very important. As accompany, you must feel comfortable with
how an influencer captures posts and speaks
about products and services. You must have a
certain level of trust that your brand will be
portrayed in the best light. You could also look at
their experience in working with other
brands or companies that are similar to you to understand if they
will have experience working on successful
influencer marketing campaigns, defining deliverables
and content. Defining content
deliverables can help to provide structure to any type
of influencer partnership. It also helps to provide
transparency and clearly communicate what the
expectations from the partnership are as a brand. It is recommended to strategically
determine what type of content deliverables would
meet your business objectives. For example, is the influencer partnership
to drive awareness. If so, select a social
media channel and posting type that will drive
the largest reach influencer deliverables, influencer deliverables or
the content requirements for an influencer partnership. Typical influencer
deliverables will be grounded in the type and quantity of social media posts or videos included
in the partnership. As a business, it is recommended to tailor
the content that each influencer
needs to fulfill to their strengths as well as
your strategic objectives. For example, YouTube influencers will be stronger at
long form video content versus a TikTok
influencer who is focused on short, bite-sized
video content. If you are not sure where to start in defining
content deliverables, consider how your product
or service can leverage the influencers strengths
in content creation, their social media channels. You can also consider
which social media platform you are looking
to reach new audiences on. This will help to
increase the success of an influencer marketing
collaboration by playing to their strengths while also meeting your business
expectations. Influencer marketing brief before contacting
any influencer. Creating an influencer marketing
brief can help to align business internal teams on the strategic objectives
of the partnership. The influencer marketing
brief outlines the strategic goals
and expectations to the influencer and
influencer marketing brief includes key information
related to the partnership, such as the scope of work, the businesses social media
accounts and handles product, service benefits
and key features, type and number of social media
posts in the partnership. Debts of posting, reporting requirements from
a brand perspective and influencer marketing
brief becomes a key document to communicate everything that
influencer would need to know about your
product or service, the type of content they
are required to create. It also will aim to
answer any questions their audience may have
related to the brand, product, or service overall. The influencer
marketing brief is a way to clearly communicate
the expectations of the partnership to ensure you meet the expected outcome
of the partnership, how to integrate your brand, as there are several ways brands can work
with influencers, it is important to
consider what type of influencer partnership is
right for your business. The most effective partnerships
are ones that feel natural and authentic to both the brand and
influencers audience. A few ways you can
integrate your brand with influencers is through
cross-promotion, giveaways, our promotional codes,
cross marketing promotion, a great way to tap into an influencer's niche audiences through cross
marketing promotion. Cross marketing promotion
involves an influencer featuring your product or service on their
social media channel. This can occur in
different forms, such as a post or video
on their social feeds. It can also extend to
using influencers as part of a traditional marketing
campaign for your brand. The influencer will
create unique content related to your product and
service in their own style, which will resonate
how their audience consumes their
content as a brand. The type of content
deliverables, quantity, size, image, video, etc. Included in the cross marketing promotion
would be included in the contract and
breathe giveaways, although they can be challenging and time-consuming to execute, influencers truly enjoy
rewarding their followers. This can be done through exclusive content as added
value to their followers, allowing them to grow
their engagement and help them stand out
from other influencers by hosting a giveaway contest
on the influencers social media channels not only provides your brand with
additional exposure, but it also helps dry
positive engagement. This helps increase
the reach and create a positive recognition
towards your brand. It will also help to improve how the partnership performs. Giveaways can also be a
great way to increase the followers on your brand
social media accounts. As a brand, you can
determine the criteria for a single entry when creating
a giveaway contest, most giveaways will leverage the social media
channels built-in platform functionality
such as light, comment and share on Instagram
or subscribe on YouTube by including a follow subscribe as part of your contest
entry mechanism. You can also increase
your brand's followers or subscribers on the
social media platform. Growing the community around
your brands online presence, promotional codes for
offers as an organization. If you have an
e-commerce website, cry using promotional codes
with your influencer, promotional codes can
be layered on top of an existing influencer
partnership as an incentive to the
influencers audience, these promotional codes
would be redeemable online. One of the influencers
followers made a purchase on your
brand's website. For example, an influencer, 10% of promo code provides the influencer with an
exclusive discount. It provides an advantage to a follower for
making a purchase through their
favorite influencer versus directly on the website. This helps the influencer
generate sales on the brand website while adding value back to their audience
of engaged followers, promotional codes are
the most effective if the audience is already
familiar with your brand. This could be through strong brand awareness
in the marketplace, are through frequent
recommendations and posts on the influencers,
social media channels, their audience or followers
would already be used to seeing or brand mentioned and be more likely to
convert into a sale. Adding an exclusive promo
code can help drive one of their followers over the buying line to
make a purchase. If they are happy
with the purchase, you'll have a higher
likelihood of getting a repeat purchase from
them in the future. Summary, although there
are a lot of factors to consider in setting up an influencer
marketing partnership. All points listed in this
video are important to determine if the
influencer partnership is right for your business. Consider what you are
looking to get out of the partnership and where it fits in your overall
business strategy. Before defining tactics such
as content deliverables, influencer marketing briefs, and type of collaboration to
yield the best results. Once the type of influencer
partnership is determined, you will have to consider how to integrate your brand
seamlessly through tactics such as
promotional codes are giveaways as added
value to their followers.
5. How to Collaborate with Influencers: If you have confirmed
what type of influencer partnership
you are looking for. The next step will
be narrowing down your pool of influencers
and starting out reach. One important factor
to keep in mind is that although you may want
to work with an influencer, they may not be interested in working with you as a brand. You'll need to understand how to manage and define
which influencers you want to invest time
to build a relationship after working together
for a few times, these relationships have the
opportunity to turn into long-term mutual
partnerships benefiting both the brand, the influencers, audience outreach as a brand, if there is a specific influencer
you want to work with, you will likely be
reaching out to them with a partnership request, send them a direct message on social media or their
business e-mail. This is a great way to express your interest in working with them and ask to
set up a meeting. This meeting is a great way to provide you with a
first impression of the influencer and
how they handle business relationships
as a brand. This is a good time to discuss your business
objectives and understand more about their audience interests
and their reach. For example, you
may want to discuss what type of content resonates
with their audience, are, where the majority of their
audience's located to determine if the
partnership will meet your business objectives. If you are happy with how
the initial meeting went. The next step would
be discussing content deliverables and
price influencers who are more established tend to
have a rate card with a price for each type of social media content
deliverable. For example, there are
different costs for an Instagram image posts
versus a 30-second Instagram. Prices vary based on
their followers size and the amount of effort
required to create the content. Prices can also vary
drastically by country, region. Use your discretion
when deciding on how much to pay an
influencer asked for the rate card to understand
how much it would cost to work with them to see if they are
within your budget. You can treat these conversations
as a negotiation where the partnership has to work for both sides, brand
and influencer. This is the best way to ensure a successful
collaboration. After having these conversations
with a few influencers, you will gain a better
understanding of what to expect with influencer
rates in your region, managing inbound
collaboration requests. Sometimes influencers will
want to work with your brand. These types of requests are
inbound through your website, social media channels, or email. These inbound requests
can sometimes be great opportunities for you to discover new influencers. Since these influencers are interested in working with you, you may be able to obtain
these influencer partnerships for a reasonable price
depending on your brand. Hundreds of inbound
influencer requests could be coming through to help
narrow down the interest. Ask the influencers
for their media kit similar to a resume
in a job application. A media kit is a way for the influencer to
present their brand, expertise and audience
of followers. More experienced
influencers will have a media kit ready for brand partnership
opportunities compared to those who are looking for
free product or service. Asking for a media kit can be a great way to also
help narrow down which influencers are more
professional and have experience working with brands if you are happy with
their media kit, setup a meeting to discuss what the partnership
could look like. They're rates and potential
content deliverables, contract negotiations. After discussing
content deliverables and the cost of collaboration, the conversation will enter the phase of contract
negotiations. Defining what is included in an influencer contract
can help brands hold an influencer to certain terms and
content deliverables. It is a binding
agreement that is between the brand
and the influencer. The contract becomes a way to not only protect your brand, but clearly communicate
expectations of the partnership. This can include the product
or service to be featured. Key dates, the agreed
upon rate of payment, length of the
partnership, reporting, and any applicable
social media channels, all content deliverable should be included as part
of your contract and reiterated in
your influencer marketing brief as
part of the contract. Content approvals
and turnaround time should be outlined
to set expectations. This will help to provide your brand with
the final say and protect it from an accuracies are being shown in a bad light. This helps to create the most effective
content and is especially important since
you are paying for the influencer to create
content about your brand. Two main areas,
influencers watch out for in contracts or
the brand exclusivity. And content rights. Exclusivity applies to guidelines
in which the influencer can or cannot partner with brands while in a contract
with your organization, typically exclusivity
would apply to preventing the influencer from working with your major competitors during
the length of the contract, any exclusivity
will be outlined in the contract if an
influencer pushes back. Another way to approach exclusivity is through
the category of products. This would prevent
the influencer from working with similar
brands in the same space. For example, the influencer
would be limited to working with other companies
who only produce shoes, but not clothing companies who manufacture clothes and shoes. Another key clause that influencers are interested
in his content writes, these refer to the
brands rights to use the influencers content that is created as part of
the partnership. The clause can vary
in time by outlining a specific date which
it can be used for allow for endless rights
to the content writes. It can also provide
details too rare, being the Location
type of marketing, traditional versus
digital, and how the content can be
used as a brand. It is recommended to push for content rights in
perpetuity or without limitations are and dates if the influencer is credited
with creating the content, this will provide your brand
with the most flexibility to reuse the influencers
content for your brand. Some examples of how you could utilize the influencers
content could be on your brand website or social media channels similar
to a celebrity endorsement. If your influencer has
high brand recognition, utilizing their content as
part of your brand can help you tap into their
niche audiences just by being associated. It's one of the reasons why brands will work
with influencers to create content that resonates with their target
group of customers. Sometimes influencer
partnerships do not work out. This could be due to
a number of issues, such as poor content, miss deadlines or
unprofessional communication to protect your brand. Contract should also include a clause to dissolve the
partnership if things go awry, I consult with your legal team to make sure your
brand is protected and all the key factors
that are included in the binding contractual
agreement summary, collaborating with an influencer can be a lengthy process, especially if you
are working with multiple influencers
at the same time, it is important to remember
that all of the steps, such as negotiations
and contracts are necessary to have a successful
influencer partnership, depending on if you are
outreaching to an influencer, are managing an inbound request. There are important
things to consider when discussing a potential
influencer partnership, regardless of how you
started the conversation. All influencer
partnerships begin with assigned influencer
partnership contract. This contract will
outline all of the key deliverables of the partnerships and is
a binding agreement. It is a good way to
outline the collaboration, set expectations and ensure you can easily measure success.
6. Defining Influencer KPIs: Now that your influencer
contract is signed, it is time to consider how to define which metrics and KPIs, key performance
indicators you will need to measure as part
of your partnership. It is important to outline
before the partnership begins to set guidelines and
expectations with the influencer, as well as your
internal team metrics, determining which metrics are right for your campaign will vary based on the objective of your influencer partnership. Typical influencer
partnerships are built upon existing
social media metrics, such as impressions, reach, and engagement with content. Impressions are based on how many people
view the content. It's a great way to understand how many
people become aware of your brand in the
marketing sales funnel discussed in
previous videos, these metrics are ideal
for upper funnel activity, such as awareness or consideration when looking to measure lower funnel activity. Influencer partnerships can also be defined according to
your website metrics, such as online convergence leads our website traffic
depending on the channel. There can also be varying KPIs for influencer partnerships. The social platforms
can define the KPIs. They're determined success
for the partnership. For example, YouTube
video views will be a key factor in the success
of the content versus likes, comments, shares, and saves
of an Instagram image post. Some examples of common social media metrics
include impressions, number of digital views on
a single piece of content reach the total number of people who saw your
content flakes, the number of clicks
on a single piece of content, video views, the number of times a viewer
watches a single radio likes positive engagement with a single piece of
content, comments, the number of messages
left on a single piece of content shares the
number of times someone on social media
broadcasts a piece of content to another individual
or group of people, saves the number of times
individuals bookmark a single piece of content
according to the contract. Influencers will provide metrics to how the collaboration went. Matrix can sometimes be
manipulated in Adobe Photoshop. If you are really of this, asked for a screen
recording of them viewing their metrics in their applicable
social media platform. The role of affiliate marketing in an e-commerce business. Influencer marketing can also include affiliate
marketing strategies. When an influencer promotes the brand's product
or service to their followers and receives
a commission from the sales. When an influencer speaks about a product or service
on an ongoing basis, their followers may become
influenced to take an action. This will only work
if the influencer has a large sense of trust with their audience and influencers, followers can click off of a unique linked to your
brand's website. While on your website, a cookie is placed on
their web browser, which can send
information through to the brand's website that
they made a purchase. See this image for how
the process works. These affiliate partnerships can be set up directly
with the influencer, Our through a third
party affiliate network such as Commission
Junction or racket. And using a third party
affiliate program is an effective way to scale and reach a higher volume of influencer affiliate
partnerships. However, for a strategic
influencer partnerships, it is recommended to set these programs up directly
with the influencer for ease of communication and avoiding additional third-party
management fees. Summary, influencer
marketing can play an important role in your
overall marketing strategy. The best way to determine a successful influencer
collaboration is based on the objectives and deliverables of
the partnership. Whether your
influencer partnership is set up directly with the influencer Our through
an affiliate network. Evaluating the metrics of the collaboration is key
to determine success. Reviewing the matrix is not only a great way to
determine success, but also a way to gain insight
on how to improve upon your existing influencer
partnerships as a brand. You can pull this
learnings forward when negotiating with new
influencer partnerships.
7. Tracking and Reporting: A brand cracking and influencer
partnerships performance can help define success and measure the return
on investment. This helps to
understand the value that each influencer can
bring to the business. Similar to most digital
marketing tactics, having the correct
cracking in place before the influencer
partnership content goes live will be imperative to
understand how it performs. This means you must plan ahead and consider
how to execute your influencer
partnership effectively to obtain the metrics
you are looking for. Most of these metrics
can be found either on your influencers,
social media channel, your website, our website
cracking platforms, how to measure performance. Once you understand that
measuring the performance of an influencer campaign is
important to determine success. You will have to crack
it depending on where your campaign falls within
the marketing sales funnel, there are different types of metrics you may
want to consider, such as social media platform, website analytics and
promotional code performance. Social media performance as the influencer
partnership occurs on a social media platform, it is not surprising
to find that social media metrics
should be taken into consideration then reviewing your influencer
campaigns performance, these social media metrics will need to be provided
by the influencers themselves at the end of the campaign for
reporting whether your influencer
campaign was to raise awareness of your brand or
Dr. online convergence. Social media metrics
should be used to measure performance across the entire
marketing sales funnel. There are certain
metrics that are important to measure
on social media, which will vary based on the platform and
placement of content. Some examples of important
metrics to measure performance include
cost per impression, ad spend divided by impressions, then multiply by 10000
click-through rate, number of clicks divided by
impressions cost per view, cost of the influencer at divided by the total
number of views, video view through rate, number of people who watched the video divided
by impressions. This can also take
into consideration the percentage of the
video they watched. For example, did the
viewer watch 350%, 97% percent of the
video conversion rate, number of orders
divided by impressions, return on ad spend, revenue generated
divided by dollar spent. Use your discretion
when selecting which social media
metrics to consider. For example, if you worked with an influencer
on a YouTube video, video view rate would
be important to understand how many people
watched the content. Content made for Instagram
stories may have a clear call to action
linking to the website. In this situation, you should consider the
click-through rate of followers to understand
the percentage of traffic driven
to your website. Social media platforms also changed the types of
content available or ways that they display the analytics frequently
as user-interface updates. Once you start working more frequently with social
media influencers, you will begin to understand
which metrics will be the right fit to determine
success for your campaign. Website performance, unlike
social media metrics, how your website performs will
be integral to understand how your influencer
campaign worked in the consideration
convergence stage of the marketing sales funnel. One of the best ways to track website performance is through the clicks from the influencers, social media content
to your website. If your website is set up
on any analytical program, such as Google Analytics, you should consider passing
additional information from your influencer campaign
through to your website. This will help you to understand
the customer behavior, orders, and revenue from
the influencer activity. This means that when
you are providing an influencer with
your website URL, attach any applicable
UTM parameters. These UTM parameters have short code texts
that can be added to any URL and tracked via analytical programs such
as Google Analytics. Utm tags are an easy way
to measure the traffic or visits coming to the website
from individual sources, our influencer, there are five different UTM
parameters that you can use to track how each
influencer posts performs. Source indicates the name of the marketing channel
is driving the traffic. Examples include Facebook, Instagram, YouTube, TikTok, etc. Utm code. Atoms source equals
Facebook medium indicates the type of marketing channel that
is driving the traffic. Examples includes paid
social, organic, social. Influencer, etc. Utm code, atom medium equals
paid social campaign, the name of the
influencer partnership. This can be a good place
to put the name of the influencer you are working with other date of
the partnership. Post example include
influencers handle UTM code, atom current pain
equals influencer handle indicates
keywords or key phrases. It is typically
used in paid media, such as paid search advertising that is tied to
keyword performance. Examples include word typed into the search engine UTM code. Attempt term. Word in search engine
content indicates the type of placement your content is innervated appears
on the platform. Examples include host stories, video, UTM code, Atom
content equals video feed. Not all of the UTM
parameters are required to track and influencers
campaign performance. For example. The last group
parameters are optional, but can provide
further context to the performance of the
influencer partnership. Utm parameters appended to a URL by starting
with a question mark, promotional code performance cracking through
affiliate programs is easier to measure
performance of a conversion based
online campaign. If you decided on promotional
code performance, check the back-end of your e-commerce website
to see how many times each influencers
promotional code was redeemed based on the number of promotional codes redeemed. You can understand if providing an additional incentive help
to drive more orders online. It can also help you
understand if you want to change the offer for your
next influencer partnership. And easy way to
determine the success of a promotional code is
through the conversion rate. You can find the
conversion rate of their audience with
a simple formula. The orders with promo
code divided by the traffic the influencer
drove to your website. Compare the conversion rate
with similar promotions or influencer programs
to understand if the influencer partnership
was successful. Tagging and branded content on certain social media platforms like Facebook and Instagram, influencers are able
to tag businesses through branded content
on individual posts. Branded content is defined as content where an
influencer promotes products or services to their social channels in
exchange for product or payment, social media channels have developed a branded content
to help their users understand what is an add on the influencers social
channel and what is not. It is a way to clearly communicate that a
commercial relationship exists in the form of a brand
endorsements, partnership, product exchange, or promotion from a
business standpoint, there are benefits to using branded content when
working with an influencer, depending on the
social media platform, branded content can allow
for the insights of the posts to be automatically shared with the brand
they are partnering with. It also helps the
influencer look more professional to their audience
by partnering with brands, pause will typically be indicated as paid
partnership with x on the posted content as
a caption or disclaimer. Another way to indicate the influencer partnership
is through hashtags. Hashtags such as hashtag ad or hashtag sponsored
are ways for the influencer to
disclose that there was an influencer partnership
in place for the content. How branded content is executed varies on each
social media channel, the social media
platforms update their functionality often and keep step-by-step guidelines or frequently asked
questions pages available on their
own websites to help influencers and brands execute branded
content effectively, it is recommended
you research how to implement branded
content as part of your influencer campaign
strategy to make sure you are following
the most recent updates. It is also good to keep in
mind that there may also be other local
advertising standards that apply in your country. Makes sure to research and
understand what requirements exist in your area before activating on any
influencer partnerships. Summary, influencer
marketing can play an important role in your
overall marketing strategy. Measuring the performance of your influencer
partnership can help you understand which
influencer partnerships were successful or not. By planning ahead,
you can execute a measurable influencer
partnership. Social media metrics provide
you insight into how an influencer's
content performed on their own social
media channel. Similarly, the
website performance can be obtained through UTM parameters placed on any of your website URLs provided
to the influencer. And promotional
code can help you understand which
influencers drove online convergence if offered on the social media platform, fry using the branded
content to clearly communicate that a commercial
relationship exists. This will allow for the influencers social
media account to share the insights
of the post with your brand social media account. Most importantly, measuring influencer partnerships
will help to determine which influencer
partnerships you may want to expand or repeat
in the future.
8. Conclusion: Influencer marketing has become an integral part of any brand marketing
strategy as a brand, understanding how to
select, Collaborate, and track influencer
partnerships is an expectation in the
digital marketing space. Influencer marketing
is a way to reach niche audiences to build brand
awareness or engagement. Finding the right influencer to collaborate with can generate positive sentiment
and actions from both new and existing customers. In the age of e-commerce, influencer marketing is
also an opportunity to establish a brand and drive
new online convergence. However, with new technology
come new challenges, the rise of social
media has changed the space of influencer
marketing forever with continuous user
interface changes and new functionality
or platforms, emerging, social media
has made working with influencers challenging
as an organization, it is important
to understand how to collaborate with
key influencers to drive your business
goals from fostering new influencer partnerships
to tracking how they perform. Managing multiple influencer
relationships have become a full-time resource
in many organizations, consider how influencer
marketing will fit into your existing
marketing strategy. Where can it make the largest
impact on the business? How can you execute a successful
business partnership? What type of influencer
do you want to work with? Considering all of these
factors will help you create a successful
influencer partnership. The space of influencer
marketing is constantly changing
with new crayons, content types, and platforms
emerging globally. Staying up to date on
how influencers are working in your industry
or region is imperative. Don't be afraid to
try working with new influencers and
take your successes and key learnings from existing influencer partnerships forward to new partnerships. After working with
a few influencers, you will have a better
understanding of how to work with influencers and define
successful partnerships.
OAK Academy, Entrepreneur
