Use this infographic as a quick reference guide to influencer marketing. The path to influencer marketing success always starts by defining your customer or audience and working backwards to figure out who these people engage with and trust. Next, you use an influencer discovery tool to identify the right influencers and extract insights that help you decide who to reach out to and how to get them involved in your brand stories. Finally, the influencer work that outperforms the rest always includes measurement and refining based on analytics. This infographic was co-produced by Traackr and LEWIS PR.

1. A Framework for Influencer Marketing
5-Step Action Plan & 9 Expert Tips
1. DEFINE
1
2
3. MON
ITO
R
5. MEASU
RE
2. DISCO
VER
3
4
4. TAKE A
C
TIO
N
5
Define Your Online Audience
Influencer marketing starts by first identifying your target
customer and understanding who impacts how they
discover, evaluate, decide and buy.
Discover The Right Influencers
Influence is contextual so you will need to find people
who produce and share content that can impact your
business or your buyer’s decision-making process.
Monitor Influencers for Opportunities
Listen to your influencers and monitor their content. Ask
yourself: What topics do they write about? What do they
share? What questions does their audience ask?
Take Action & Engage
Start building a relationship with simple actions (follow,
share, link). Get to know them, build trust, then plan
initiatives that will let you work together.
Measure Your Results
Keep track of the relationships you are building and how
they translate into tangible events (visits, introductions,
mentions, leads). Learn and iterate.
What is influence?
What is An Influencer?
An influencer has the ability to change
behaviors or impact purchase decisions
in a given context. On the social web,
influencers have earned an engaged
audience by producing content on
specific topics.
Reach
Relevance
What is Influencer Marketing?
Influencer marketing aims to harness
the influence of key individuals on the
social web to meet a business goal by
building mutually beneficial
relationships.
Resonance
9 Expert Tips for Influencer Marketing
Think Beyond Demographics
Understand Their Community
De-Emphasize Primary Reach
Create Experiences
Play the Long Game
Tailor Your Strategy
The value of your influencer
relationships grows over time.
Invest in earning trust and
sustaining connections.
Influencer marketing is not direct
mail 2.0. Customize your
approach based on the individual
person.
Fundamentally Human
Provide High Value
Strive for Relationships
Mommy bloggers or tech bloggers
won’t cut it. Look for influencers
based on their interests and
passions.
Instead of pushing your news,
create experiences for your
influencers so they have
something to react to and share.
Influencers are not empty
amplification vessels. Treat them
well and focus on their unique
passions, interests and personalities.
An influencer is influential because
they have built an audience. Help
them serve their audience and
you win.
Far from pitching, find opportunities
for your company to enrich the
work of your influencers.
This framework was coproduced by Traackr and LEWIS PR.
Influencer marketing scales by
building quality relationships with
select people and reaching
secondary audiences.
When you build a relationship
with an influencer you unlock
their potential value.
LEWIS PR is a global communications agency with deep specialization in
social media and digital marketing. The influencer marketing practice at
LEWIS PR is powered by Traackr's influencer discovery and analytics platform.