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The most common challenges and how to overcome them:
As customers look to work with companies they can trust influencer marketing is more important than ever. Influencers enable human to human connection with authentic and empathetic messaging. Every company is at a different stage in their IM journey.
From Start to Finish:
Finding the Right influencers
WHERE TO START
IM + Digital Marketing
Measuring ROI
IM Campaigns
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Your Guide to Influencer Marketing
01
WHERE TO START
+ Can your business benefit from IM? + How do B2B and B2C brands leverage IM? + What is the right length for an IM campaign?
+ How does IM benefit content creation? + How does influencer whitelisting contribute to paid ad results? + How can you go beyond one-off influencer posts for sustained results?
IM + Digital Marketing
02
+ Have you defined your target buyer persona? + What social media platform is your target audience primarily on? + Should you look for a micro or macro influencer? + What are the factors you should use for vetting your influencers?
FINDING THE RIGHT INFLUENCERS
03
+ What KPIs should you use to measure ROI? + How do you measure an influencer’s hidden impact?
Measuring ROI
04
+ What Does an IM Campaign Look Like?
IM Campaigns
05
Where to Start
INTRO
Let’s Talk!
IM Campaigns
Measuring ROI
Finding the Right influencers
IM + Digital Marketing
WHERE TO START
INTRO
The Basics: Where to Start + Programs
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IM + Digital Marketing
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Always-On campaigns
Goals: Long-term, consistent results (brand awareness, reach, or generated sales) for launches, products, and services Considerations: Consistent roster of influencers, established content pieces and messaging, and set structure Timing: 12 months
3-6 months activations
Goals: ROI testing for Always-ON consideration Considerations: High-paced testing, optimization, consistency Timing: 1-3 months planning
One-off Campaigns
Goal: Increase brand awareness, reach, or generate sales for a set period of time. Considerations: Product + company goals, relativity, budget. Timing: 1-3 months of planning and 1 week to a month of content launch
Events
Goals: Amplify event sign-ups, increase brand awareness, and amplify post-event outcomes Considerations: Event size Timing: Most often 1-3 months
The length of time you spend on an influencer marketing program depends on the type of activation and the results you are looking for:
How Brands Leverage Influencer Marketing
Determining a Program's Length
Determine If Your Business Can Benefit From Influencer Marketing
Have you seen an increased use in social media presence by your competitors or those in your industry?
If you're saying yes to the questions, you should consider an influencer marketing program for your brand. Reach out to Social Tribe for more information about how we can help.
"Are you looking to increase contributor blog content?"
"Is your business lacking in relatable testimonials or humanizing content?"
"Is your brand finding itself spending too much and too often on content creation and traditional advertising with no ROI?"
"Are you plateauing on results from traditional marketing methods?"
"Are you looking to bring a fresh new voice and perspective to your brand content?"
"Are you looking to improve SEO?"
"Are you looking to increase web traffic to your brand website?"
Brand Awareness
The types of incluencers brands work with depending on what they Influencers can have as little as 1,000 followers. What matters is their ability to gain and maintain trusted followers, and what the brand is trying to accomplish. are trying to accomplish.
Reach
Sales Generation
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IM Campaigns
Measuring ROI
Finding the Right influencers
IM + Digital Marketing
WHERE TO START
INTRO
"
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IM Campaigns
Measuring ROI
Finding the Right influencers
IM + Digital Marketing
WHERE TO START
Connecting Influencer Marketing to Other Parts of Digital Marketing
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FINDING THE RIGHT INFLUENCERS
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Many influencers produce their own one-off and evergreen content.
Influencer Marketing + Content Creation
Amplify Influencer Content With Paid Ads
Coupling that with their ability to amplify the content, you'll save on paying for the work and paid ads separately.
Influencers can share a core asset several times on multiple platforms, giving content extended life.
Or, you secure several core pieces in one contract, which gives your team and the influencer more content to utilize.
Whether the influencer boosts their own post, or the brand directly controls the ad, influencer whitelisting is one of the most powerful ways to amplify brand messaging.
Authentic Content
Attract New Audiences
Highly Relevant + Targeted
IM Campaigns
Measuring ROI
Finding the Right influencers
IM + Digital Marketing
WHERE TO START
INTRO
Let’s Talk!
IM Campaigns
Measuring ROI
Finding the Right influencers
IM + Digital Marketing
WHERE TO START
How and Where to Find the Right Influencers
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Measurin ROI
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Understanding what your target audience looks like can help you determine what influencers could be most impactful. Start by considering this information about your customers.
Choosing influencers where you know your target audience frequents can guide you on which platforms to lean in to influencer marketing first. You can then expand to additional platforms to grow and diversify your audience reach.
Define Your Target Buyer Persona
Determine Where Your Audience Is Engaging
Both micro and macro influencers can make an impact on your campaign. Considering what they bring to the table, the opportunities and challenges, and their reach can help you determine what type of influencer is best for you.
Understanding the criteria for choosing an influencer will help you determine which influencer best matches your company’s goals.
Micro or Macro Influencer
Vetting Your Influencers
Micro Influencer
Macro Influencer
Mutual Value Exchange
The Process
Refine Shortlist Based on Cross-Team Discussions
Inital Discovery, Research, and Vetting
Conduct Final Outreach and Contracting
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Take a 360° view of an influencer’s online presence with key performance metrics for every platform.
Complete Footprint
Historical Content
Audience Demographics
Audience Quality and Fake Follower Analysis
Brand Safety
Assess the quality and performance of an influencer’s most relevant posts over the last two years.
Look at who your target influencers influence with insights on their audience’s age, gender, location, occupation, income, interests, and brand affinity.
Understand the overall quality, authenticity, and reachability of an influencer’s audience.
Protect your brand’s reputation with automated safety checks and ongoing monitoring for brand risks.
Age/Marital Status
Yearly Income
Job Title
Interests/ Hobbies
After this initial, detailed audit, you can then take a manual approach to conduct a qualitative audit, focusing on areas such as:
Profile Aesthetics, Look & Feel
Photography, Video and Content Creation Skills
Engagement Quality and Sentiment
Quality of Copywriting and Profile Tone
Instagram and Facebook Story Highlight Quality
Level of Professionalism and Area Expertise
Hashtag Use and Quality
Posting Frequency
Verification of other Digital Properties
+ Competitive differentiation + Disruptive creative + Speed to market + Authentic messaging + Credibility + trust
Brand Need:
+ Innovation + Research + insights + Unique access + Product / brand news + Content collaboration
Influencers Need:
Partners
Engage With Influencers And Create Effective Relationship To Drive Results
Once you understand who the influencer is and where to find them, you’ll want to start outreach and building the authentic relationship.
Building effective partnerships
Outreach + engagement
Fuse together the influencer’s audience knowledge and content pieces with your brand’s call to action to test if your IM strategy is working and what pieces need to be adjusted.
Engaging with their social content is a great way to start the outreach and start building a relationship.
If the influencer specializes in creating engaging videos, infographics, or webinars, talk to them about how to integrate your brand message into these content pieces as seamlessly as possible.
IM Campaigns
Measuring ROI
Finding the Right influencers
IM + Digital Marketing
WHERE TO START
INTRO
+ Low-Tier: 1,000 – 10,000 followers w/ high average engagement rates + Long-Form Content: Long form, podcast, or video content supplemented by social amplification graphics. + Opportunity: Lower cost/great option for campaign testing. + Challenge: Takes part in brand partnerships less often/might require more guidance
+ Mid-Tier: 20,000 + followers w/ lower average engagement rates + Long-Form Content: Long Form, podcast, or video content supplemented by social amplification graphics. + Opportunity: Seasoned in brand partnerships/understand deliverables and expectations of an activation. + Challenge: Higher cost with comes with greater expectations of results
Let’s Talk!
IM Campaigns
Measuring ROI
Finding the Right influencers
IM + Digital Marketing
WHERE TO START
Influencer Marketing Benchmarks: Measuring ROI
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IM Campaigns
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Below you will see how business objectives tie to measurable KPIs in your influencer marketing campaign and the business impact that provides your brand (ROI).
KPIs To Measure ROI
Influencer marketing goes beyond measuring content pieces posted on social and sales numbers. Here are some ways influencers bring value outside of the typical measurable KPIs.
Measure An Influencer’s Hidden Impact
Partner Networks
Influencer Networks
Influencers naturally interact with other influencers. These interactions not only help reach new audiences, but can also help identify other influencers who bring additional value to your2 brand.
Many B2B companies sell through their partner network. Influencers often work with various brands and build deep relationships with them. These relationships can lead to new collaborations, partnerships, and cross-organizational storytelling, which adds value to your brand.
Objective
KPIs
Business Impact
Create Awareness
Drive Conversions
Drive Net-New Conversions
Inspire Evangelism
Generate Demand
Engagements, Reach
Mentions, Brand Authenticity & Credibility
Link Clicks, Social Engagements, Reach
Booth Visits, Web Traffic, New Audiences & Prospects
Link Clicks, Shares, Social Engagements
Booth Visits, Website Traffic
Engagements, Reach
Mentions, Brand Authenticity & Credibility
Link Clicks, Shares
Booth Visitors, Website Traffic, New Audiences & Prospects
IM Campaigns
Measuring ROI
Finding the Right influencers
IM + Digital Marketing
WHERE TO START
INTRO
Let’s Talk!
IM Campaigns
Measuring ROI
Finding the Right influencers
IM + Digital Marketing
WHERE TO START
What Does an IM Campaign Look Like?
The wheel below portrays the process of an IM campaign from start to finish. This process is consistent across event activations, pilot programs, one-off campaigns, and always-on programs.
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Content Engagement
Influence + Advocacy
Distribution + Promotion
Testing + Optimization
Activate influencers to share interactive content through social engagement to: + Build awareness + Spotlight key moments + Drive conversations
Integrate influencer engagement to support thought leadership, elevate brand awareness, and drive peer-to-peer word-of-mouth marketing.
Audience targeting, content integration - striking the right balance of earned, owned, and paid media to support key initiatives.
Create & launch test plans, monitor results, provide test insights and recommendations for new challenger opportunities.
Insight reports to capture results, behavioral insights, and reccomendations for evolving program improvements before launch of the evergreen Always On program.
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IM Campaigns
Measuring ROI
Finding the Right influencers
IM + Digital Marketing
WHERE TO START
INTRO
Measurement + Reporting
Let’s Talk!
IM Campaigns
Measuring ROI
Finding the Right influencers
IM + Digital Marketing
WHERE TO START
