Influencer marketing is an extremely powerful form of online marketing, allowing businesses to tap into new audiences by working with influential individuals with large audiences and established trust. Influencers are writers, celebrities, athletes, artists, creators, teachers, experts, and public figures. They are active on social media and blogs, and can be powerful brand advocates and niche promoters. Trends are often created by influencers and spread organically through social media and blogs. Everything from new products and services, to music and events spread virally online. Influencer marketing is some of the best word of mouth advertising a business or brand can engage in. Opportunities in influencer marketing largely depend on the business, and they often fit into a larger digital strategy inclusive of content marketing, digital PR, social media, SEO, and advertising. Consumers today are savvy, and the abundance of information and growth of advertising has led to increasing skepticism and distrust for traditional company-driven marketing. The rise of influencer marketing has provided smart marketers the opportunity to work with relatable people who are subject-matter experts, popular, or have the influence and reputation to sway people, drive awareness, and incite action.


Define Your Program Strategy & Goals

As with most things in business & marketing, you must start with a solid plan for success.

    • Generate Awareness
    • Build Brand & Trust
    • Generate Press & Buzz
    • Social Selling
    • Customer Loyalty

To accompany  the four Ps of classical marketing, marketers would do well to instill the digital four Cs, around conversation, collaboration, culture and compensation.

-Zaid Al-Zaidy

Influencer Identification & Selection

Decide what type of influencer to work with and how they align with campaign goals.

    • Personality
    • Genre/Niche
    • Topic
    • Audience
    • Reach

Influence marketing works by speaking to an individual, group of individuals or a type of individual that has sway in a niche or market, instead of trying to directly appeal to the whole.

-Chris Pilbeam

Develop Content & Promotional Strategy

Create content & offers that are useful, funny, interesting, or otherwise valuable.

    • Blog Posts
    • Video
    • User Generated
    • Content Contests
    • Giveaways
    • Discounts
    • Affiliate Program

Influencers care about their content and their readers, or they wouldn’t be influential. If brands want to succeed with influencers, they have to first develop a relationship that is valuable for both sides.

-Jennifer Beaupre

Influencer Outreach & Engagement

Effective outreach is the engine for your influencer marketing program.

    • Social Media
    • Research Hashtags
    • Research Bloggers
    • Networks/Marketplaces
    • E-Mail Outreach
    • Promotional Agreement

If you can engage the influencer’s passions, and work with them to craft a compelling logical appeal, then you can leverage the credibility of the influencer to actually sway hearts and minds.

-Tom Webster

Monitor & Track Key Performance Metrics

Leverage technology to measure success and make data-backed decisions.

    • Define Measurables
    • Google Alerts
    • Social Media Monitoring
    • Analytics & Reporting

We must move from numbers keeping score to numbers that drive better actions.

-Jennifer Beaupre

Influencer Program Workflow & Automation

Streamline operations with best-in-class technologies and intelligent process.

    • Systems
    • Distribution
    • Management
    • Optimization

Traffic and followers are only meaningful to the extent that the influencer is reaching your brand’s target audience.

-Holly Hamann