Influencer Marketing Toolkit

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1 Influencer The Basics What is Influencer Influencer marketing organically connects you and your business with your target audience through a mutual friend (influencer) that your audience trusts, respects and listens to. Essentially, influencer marketing is word-of-mouth advertising on a potentially global level. Consumers are becoming increasingly more skeptical and critical of traditional ads. Because of this skepticism, audiences are turning to those they trust for product recommendations. The psychology behind influencer marketing is this: If this person that I know and trust is taking the time to talk about this product or service, this product must be great! Influencer marketing campaigns can, improve brand advocacy, brand awareness, reach new target audiences, improve sales, drive lead generation, and accelerate digital growth.

2 Influencer Micro Influencer Macro Influencer A macro influencer would be a more traditional form of influencer. Somebody with an enormous audience, and a global reach. These influencers are typically traditional celebrities, or social media celebrities. A micro influencer is someone who has not reached celebrity level. They have smaller audiences, and are often involved in more niche industries. The use of this type of influencers is growing. PROS They often have a niche following, with hyper targeted demographics. Their content receives very high engagement. Generally they cost less to employ. CONS They typically have a lower engagement rate. They may have a high percentage of fake or inactive followers They cost a lot more money 8 Tips to Running a Successful Influencer Campaign Now that you have an understanding of what influencer marketing is and who can be considered an influencer, it s time to start thinking about creating your own influencer marketing campaign. Here are 8 tips to running a successful influencer marketing campaign: 1. Establish your brand on social channels. Influencer marketing campaigns work best when a brand is already established on social media channels. Since these campaigns typically live and breathe on social media, it s important to have an established presence there. When someone sees your product being endorsed by an influencer, they will typically check out your social media feeds too if they land on an empty or inactive profile, their trust decreases.

3 2. Determine your target audience and what platforms they use. In order to develop an influencer marketing campaign, you need to know who your target audience is, and where they spend their time online. This will help determine what channels they will be on, what kind of content they engage with and ultimately what kind of influencers you will be looking for. 4. Develop a campaign strategy. What topics do your target audience search for online What channels do they use What types of people / brands do they follow What content do they engage with Depending on the answers to these questions, and the purpose of the influencer marketing campaign, you may want to add one of these elements to your influencer marketing campaign strategy: Product Review Contests and Giveaways 3. What is the purpose of your influencer marketing campaign Discount Codes Competition (between influencers) Are you looking to increase brand awareness, reach new audiences, increase conversions, drive lead generation or accelerate digital growth How much budget are you planning on allocating to your influencer marketing campaign

4 Influencer 5. Develop a prospective influencer profile. Use gshift s prospective influencer profile template to start collecting information about prospective influencers. Record account information, follower count, fake follower metrics, engagement rate, who their audience is and their contact information. From here you will be able to make decisions on which influencers you would like to reach out to for their involvement in your campaign. This will make it easier to decide on who is the best fit for your influencer marketing campaign. An important consideration when looking for influencers is to take into account your budget. If you have a small budget, you may want to consider using micro influencers. Take some time to ask yourself: Does the influencer share the type of content your target audience is interested in 6. Contact and contract influencers. Reach out to the influencers you want to work with using gshift s influencer template. Remember to add a personal touch, by mentioning why you think they will be the right fit for the campaign. Follow them on their various social media profiles so that you appear on their radar, and they know that you re a fan of their work. Begin negotiations with influencers and have them sign a contract when you come to an agreement. Get the Outreach here: gshift.it/im outreach Get the roster template here: gshift.it/imroster Find Influencers for your campaign using gshift s Influencer module. We have a list of over 13,000 vetted influencers with more being added everyday! Does the personality of the influencer fit with your brand and product image Do the influencer s followers engage with the content that they post Are their followers part of your target audience Will you use micro influencers, macro influencers, or both 7. Project manage the campaign. Stay on top of communication with your employed Influencers. You can ask that they send you content before posting for approval. Make sure they follow your brand accounts, and engage with content that you post throughout the campaign. The brand should also be commenting on content posted by influencers during the campaign.

5 8. Continue the relationship with the influencer. gshift s Top Tips: Keep in mind that an influencer will not always fit into your target audience. For example, the influencer might be in their 30 s and create content about makeup, but their followers may be year olds. You should not dictate what an influencer should write or post. They built their audience and know what content resonates well with their audience. You want the content they share about your product to be genuine and true to who they are. You should provide the influencers with a campaign overview, and some outline of your brand and product so that they know who you are, and can represent the brand well. Use gshift kontexturls for tracking engagement and the success of your influencer campaign in real-time. Contact us: info@gshiftlabs.com 126 Wellington Street West, Suite 209 Barrie For more information on tracking your influencer campaign data visit: kurls.io