Winning with Social Media Influencers

Influencer marketing is at the height of its effectiveness and those who do it well will reap the rewards of success. But, with so much conflicting, changing information on the topic, it’s hard to know where to start.

Most marketers and business leaders have more questions than answers. Who is the best influencer for my program? What type of content should I have them create? What should I pay? Do I have to pay them? How will I receive a return on investment? Can I do this myself?

Influencer marketing is not as complicated as it seems. You just need to know which questions to ask.

I have 15 years of experience working in news, public relations, and digital media at agencies with some of the world’s most well-known brands, including Starbucks, Ford Motor Co., Anheuser-Busch, The Salvation Army, and many others.

During that time, I’ve seen dozens of influencer programs succeed and fail. Over time, I realized the main reason for success was not the influencer but the marketers. Success and failure hinge on strategic planning, detailed execution, and thoughtful measurement. In other words, it is knowing what questions to ask in the beginning.

This course will teach you exactly how the world’s biggest brands manage their programs. It is the step-by-step process they use to create smart, strategic, measurable, influencer programs that meet and exceed goals.

Once complete, you will know everything you need to lead successful influencer campaigns no matter your industry, category, or customer.

I’ll answer one question right now: Yes, you absolutely can do this by yourself. Soon everyone will be wondering how the heck you learned so much about influencer marketing so quickly.

This course is named after my Amazon ebook by the same name. I'm sharing each chapter as downloadable course material as an added value.

In this section, we'll go over how marketers, brands, and businesses can benefit from using influencers as a tactic in marketing plans and we'll begin to discuss the different types of influencers.

Influencer marketing actually started many, many years ago, we just didn't have a name for it. This is the history.

Who on a marketing team or in an organization should manage influencers? This is a breakdown of the roles.

Influencer marketing works because Content is King ... but only when it's a specific type of content.

Content creators and influencers are different in a few key ways. We'll discuss how and when you might use each.

There are a variety of ways to source influencers for your programs. We'll go over each of them in detail.

There are several variables that come into play when deciding on the best type of influencer including platforms and content differences.

There are multiple benefits to working with an influencer; there are also a few cons. We'll discuss each.

There are many different platforms and types of content to consider when choosing an influencer. We'll go over each of them.

Measuring the impact of influencers on your marketing programs involves several facets, each different depending on the type of content they're creating. We'll go over each and discuss how to use the consumer journey to help track ROI.

How to set criteria to help keep you and your team on track and eliminate any subjectivity that may creep in from personal opinions.

The agreement should consist of two parts: a Scope of Work and a Contract. We'll go over what you need to include in each section to achieve success.

What you should include in the recap and results report at the end of an influencer campaign to determine if it was successful.