INFLUENCER MARKETING 101 how to collaborate with bloggers & influencers to grow your brand. training with Zoe Linda

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Allison Benson
5 years ago
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1 how to collaborate with bloggers & influencers to grow your brand training with Zoe Linda

2 HELLO, HELLO! I m Zoe! Nice to e-meet you I help mindfulpreneurs create meaningful connections online that result in steady growth for their business I m a coffee drinking, lasagne loving, film buff, organisation freak who loves binge watching Netflix and dropping truth bombs. There s no b-s around here, folks! Most importantly, I m a Ravenclaw

3 YOU RE IN THE RIGHT PLACE IF You love the idea of collaborating with influencers in your niche but you have no clue where to start! virtual party time You ve tried a couple of collabs before but had no success! You re wondering what went wrong? You want a step-by-step strategy to authentically grow your audience and boost your sales or bookings! You like British accents

4 PREPARE TO LEARN ALL ABOUT The basics of influencer marketing - who are influencers and how they can help your business? 5 simple steps to take you from idea to influencer collaboration The importance of defining the purpose of your collaboration (and what this could be) My 7-point criteria all your chosen influencers have to meet you writing #AllTheNotes 5 rookie mistakes to avoid when working with influencers

5 SO, WHAT THE HECK IS INFLUENCER MARKETING?

6 Influencer marketing means reaching out to and collaborating with authorities within your niche to help grow your business.

7 STRATEGIC WORD OF MOUTH Recommendations > social media ads + traditional advertorial 92% of consumers turn to people they know for referrals above any other source Marketing-inspired word-of-mouth generates more than twice the sales of paid advertising 84% of consumers say they trust peer recommendations above all other sources of advertising

8 LET ME SHINE SOME LIGHT ON SOMETHING HERE. Influencer marketing isn't JUST for product based businesses. You can easily tailor my strategies to suit your brand whether you are product or service based!

9 WHO ARE INFLUENCERS? An 'influencer' is somebody that has an authority and a level of influence within a certain niche. They could be anybody from a fashion blogger on Instagram or a human rights activist on Twitter or a holistic lifestyle blogger. As long as they have measurable influence over their respective audience, they can be considered an influencer. Engagement > following.

10 COLLABORATION EXAMPLES Feature in a blog post Instagram post or Instagram story mention Mention in a YouTube video Podcast guest interview

11 HOW CAN THEY HELP YOUR BUSINESS? you ll be breaking out the bubbly The greatest thing about influencers, and pretty much the sole reason you should want to collaborate with them, is that they have a huge amount of influence over your ideal audience! By partnering with the RIGHT influencers and implementing the RIGHT strategy, you ll find your sales increasing and your services getting booked out

12 DO YOU HAVE AN INFLUENCER WITHIN YOUR NICHE THAT YOU D LOVE TO WORK WITH?

13 6 WAYS INFLUENCER MARKETING CAN HELP YOUR BUSINESS

14 BUILD BRAND AWARENESS Get your business out of the shadows and into the eyes of your ideal audience Running social media ads are like grabbing a virtual megaphone and shouting hey, I exist! Working with influencers is more like asking someone your audience know, like, and trust to shout hey, this business exists, and IT S GREAT! What s more effective?

15 INCREASE TRUST IN YOUR BRAND 84% of consumers say they either completely or somewhat trust recommendations from people they know about products and services making these recommendations the highest ranked source for trustworthiness. Source: Nielsen Like I said, influencer marketing is essentially strategic word of mouth, and, believe me, nothing builds more trust in a brand than word of mouth Would you rather be telling you audience you think you are great (in FB ads, blog posts, social media) or having someone they trust tell them you are great? I know what I'd pick

REACH A NEW AUDIENCE You could be launching a new product or reworking your services to target a new audience You can work with an influencer to reach a

16 REACH A NEW AUDIENCE You could be launching a new product or reworking your services to target a new audience You can work with an influencer to reach a whole new audience of people who have never heard of your brand or business before Who better to introduce them to your biz than someone they respect and admire?

17 BUILD A COMMUNITY By collaborating with an influencer, you are reaching their audience and exposing your brand to a loyal community If the influencer is being positive about your brand, they can encourage positive feedback and comments from their audience When an influencer collaborates with you, their audience will get involved and share their own thoughts on your brand - you should be driving this conversation through engagement!

BUILD CONNECTIONS When you re researching and reaching out to influencers, you re building connections with big names within your niche me pretending to work whilst watching Gilmore Girls It s great

18 BUILD CONNECTIONS When you re researching and reaching out to influencers, you re building connections with big names within your niche me pretending to work whilst watching Gilmore Girls It s great for them to hear from you and get to know more about your business If you run a smooth influencer campaign (without any rookie errors), you ll come out of it with some strong relationships that could be great for your business in the long-term!

19 INCREASE SEO PERFORMANCE We've all heard about doing guest blog posts to add backlinks and improve our SEO. Well, the same rules apply with influencer marketing Off-the-page SEO in social is defined by the amount of shares you receive but also by the influence of who retweets or shares your content. Key influencers on social Whenever an influencer shares your link, it helps boost your Off-The-Page SEO media can highly increase your reach on those networks but they can also have a very positive effect on off-the-page SEO. Influencers have a positive effect on your SEO, which will mean that you get more referrals from Google, which Source: onalytica.com (hopefully) means MORE SALES!

20 5 SIMPLE STEPS TO TAKE YOU FROM IDEA TO COLLABORATION

21 YOUR STRATEGY 1) Define the purpose of your influencer campaign 2) Find influencers within your niche 3) Approach your chosen influencer 4) Confirm your collaboration with an agreement/contract 5) Monitor and measures your collaboration

22 YOUR STRATEGY 1) Define the purpose of your influencer campaign 2) Find influencers within your niche 3) Approach your chosen influencer 4) Confirm your collaboration with an agreement/contract 5) Monitor and measures your collaboration

23 FOR ILLUSTRATIVE PURPOSES We ll use a new online flower delivery service as an example throughout this training!

24 THE IMPORTANCE OF DEFINING YOUR CAMPAIGN S PURPOSE (AND WHAT IT COULD BE)

25 WHAT S YOUR END GOAL HERE? Daenerys Targaryen didn t just hop on a boat over to King s Landing and try to claim the throne without a plan! Take the time to work out what your goal is with collaborating with influencers before you start your search or approach anybody Disclaimer: Working with influencers is nowhere near as traumatic as Game of Thrones. No influencers will be harmed in the making of your empire.

26 WHAT S YOUR WHY? WHY HOW WHAT Simon Sinek s golden circle

27 YOUR WHY AFFECTS YOUR HOW

28 EXAMPLES OF YOUR CAMPAIGN PURPOSE Increase sales Be booked out Grow your social media following Get traffic to your website Build brand awareness

29 WHAT DO YOU THINK YOUR CAMPAIGN S PURPOSE WOULD BE?

30 FOR OUR FLOWER BUSINESS Our new flower deliver service is only 6 months old so it s main focus is building brand awareness. It wants to get it s brand in front of it s ideal customer so they know where to turn to when they need their next bouquet!

31 THE 7-POINT CRITERIA ALL INFLUENCERS HAVE TO MEET

32 ENSURE THEY ARE BEST FIT FOR YOUR BRAND 1) Are they in the same niche as you? 2) What is their engagement rate on their largest platform? 3) Is this higher than average? 4) Have they posted collaborations or sponsored content before? 5) Did their audience respond positively? 6) Do you brand values align with theirs? 7) Does your brand identity align with theirs?

33 ENSURE THEY ARE BEST FIT FOR YOUR BRAND 1) Are they in the same niche as you? 2) What is their engagement rate on their largest platform? 3) Is this higher than average? 4) Have they posted collaborations or sponsored content before? 5) Did their audience respond positively? 6) Do you brand values align with theirs? 7) Does your brand identity align with theirs?

34 HOW TO WORK OUT ENGAGEMENT RATES Forget follower counts, it s ALL about an influencer s engagement rate How to figure out an engagement rate: total number of likes, comments, replies, shares (engagements) total number of likes, followers, subscribers (audience) Answer x 10 = EngagementRate% For bloggers, it s a little harder to work out so take a look at their Domain Authority instead

35 IS THEIR ENGAGEMENT RATE HIGHER THAN AVERAGE? An influencer's engagement rates should be higher than average for bloggers: DA = approx 20+ / Comments = 10+ for YouTubers: their average stats should be at least - views:subscribers = 14% - likes:views = 4% - comments:views = 0.5% for Instagrammers: you want their engagement rate to be at least 4% on each photo they post for Facebook and Twitter: anything over 1% is great

36 5 ROOKIE MISTAKES TO AVOID WHEN COLLABORATING WITH AN INFLUENCER

37 ASKING INFLUENCERS NOT TO DISCLOSE THAT THEIR CONTENT WAS SPONSORED

38 EXPECTING SOMETHING FOR FREE

39 FOCUSING ON QUANTITY OVER QUALITY

40 ADOPTING AN IMPERSONAL APPROACH

41 NOT HAVING A STRATEGY

42 WHO WANTS A SHORTCUT TO IMPLEMENTING THEIR FIRST INFLUENCER MARKETING CAMPAIGN?

43 INFLUENCER MARKETING MASTERCLASS = MY 0

44 YOU RE READY! You're ready to see your sales & bookings sky rocket! You're ready to get an influx of new clients and customers rushing to your site! You're ready to start making meaningful connections in your business! You're ready to be miles ahead of your competitors!

45 I M NOT ABOUT TRICKING YOU OR MAKING YOU FEEL RUSHED