Influencer Marketing: Cashing In on Pop Culture

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This document outlines steps for creating an influencer marketing strategy. It defines influencer marketing as focusing on key leaders to drive a brand's message. It notes that influencer marketing is growing as brands struggle with ad blockers and rising costs. The document then provides 9 steps for an influencer strategy, including knowing your audience, setting goals, evaluating influencers, negotiating payments, and tracking results. It emphasizes allowing influencer flexibility while maintaining FTC compliance.

Marketing

Brands Are Struggling To…
Get Past Ad Blockers
Keep Up With Climbing CPM’s and Ad
Costs
Constantly Create New and Appealing
Content

What is more powerful…
When a person talks about how
great they are or when you hear
someone else talk about how
great that are?

Is Influencer Marketing a Big Deal?
“Google classifies Influencer Marketing
as a Breakout; the keyword is
experiencing growth greater than
5,000%.”
“The Influencer gold rush is coming.”
“Influencer Marketing is growing from
$500 Million to $10 Billion by 2019.”

9 Steps To:
Create an Influencer
Marketing Strategy

Step 1:
Know Your Consumer and Their
Interests
Influencers typically build their audience around
different channels, content interests and
categories.

Step 2:
Outline Your Customers
Buying Journey
What key messages do you want to
communicate at each stage?
Awareness Consideration Preference
Decision/
Purchase
What content will a consumer respond to at
each stage?

Example:
Outline Your Customers
Buying Journey
Key
Messages
Awareness Consideration Preference
Decision/
Purchase
Content
Make your
customer
aware that
your product
does X
Explain how
your product
does X
Reinforce and
show client
examples
Make it easy
for
consumers to
buy
Social Posts
Sponsorships
Coupons
eCommerce
Blogs
Videos
Client Reviews
Social Posts
Demonstration
Videos

Step 3:
Set Campaigns Goals and KPI’s
Videos
Views
or Reach:
Direct
Response:

Step 4:
Evaluate the Right Influencers
and Channels

Option 1:
Find micro-Influencers among your fans

Option 2:
Research Hashtags to find Influencers

Option 3:
Do a Google Search for Local Bloggers

Option 4:
Partner with an Influencer Company or tools
Micro-
Influencers
Celebrities
Blended
Approach

Step 5:
Reach Out to Your
Chosen Influencers

What to Ask
Recent
Work
Examples
Audience
Insights
Quote

Three Different
Ways Influencers
Partner with
Brands

Documenting an Event or Experience
Liz Eswein
@newyorkcity

Make Sure to Discuss:
Hashtags Links
Tagging
Product
Placements
Product
Mentions
Location

Provide Guidelines, but…
Allow Flexibility and
Freedom.

Know the Factors on Costs
Audience
Size
EngagementAudience
Demo
Content

Two Influencer Payment Options:
Products Money

Tracking Options - #1
Google Analytics
(UTM Codes)

Tracking Options - #3
Offer Codes/
Specific Landing
Pages

Measurement Can Include
Reach
(will need to get #’s
from Influencer)
Video
Views
Conversions
Google Analytics
New Social
Followers
Engagement Sentiment

Sarah’s Last Thoughts
Negotiate for rights to the content
Have the Influencer get people in their network
to share/repost the content
Exclusivity…it probably won’t happen
FTC Compliance

Thank You!
Extroverts
Come talk to me!
Introverts
sarah@theKBgroup.com
www.theKBgroup.com

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1. Influencer Marketing: Cashing in on Pop Culture Sarah Kurtenbach Principal, Founder – the KB group, LLC www.theKBgroup.com

4. What Is Influencer Marketing? Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand's message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.

5. Brands Are Struggling To… Get Past Ad Blockers Keep Up With Climbing CPM’s and Ad Costs Constantly Create New and Appealing Content

6. What is more powerful… When a person talks about how great they are or when you hear someone else talk about how great that are?

7. Is Influencer Marketing a Big Deal? “Google classifies Influencer Marketing as a Breakout; the keyword is experiencing growth greater than 5,000%.” “The Influencer gold rush is coming.” “Influencer Marketing is growing from $500 Million to $10 Billion by 2019.”

8. 9 Steps To: Create an Influencer Marketing Strategy

9. Step 1: Know Your Consumer and Their Interests Influencers typically build their audience around different channels, content interests and categories.

10. Step 2: Outline Your Customers Buying Journey What key messages do you want to communicate at each stage? Awareness Consideration Preference Decision/ Purchase What content will a consumer respond to at each stage?

11. Example: Outline Your Customers Buying Journey Key Messages Awareness Consideration Preference Decision/ Purchase Content Make your customer aware that your product does X Explain how your product does X Reinforce and show client examples Make it easy for consumers to buy Social Posts Sponsorships Coupons eCommerce Blogs Videos Client Reviews Social Posts Demonstration Videos

12. Step 3: Set Campaigns Goals and KPI’s Videos Views or Reach: Direct Response:

13. Step 4: Evaluate the Right Influencers and Channels

14. Option 1: Find micro-Influencers among your fans

15. Option 2: Research Hashtags to find Influencers

16. Option 3: Do a Google Search for Local Bloggers