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Influencer Marketing Essentials for Local Business

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Did you know 74 percent of purchases are made via word-of-mouth recommendations, and influencer marketing is one of the most effective ways to drive word-of-mouth purchases? Consumers prefer content that features influencers over traditional advertising and mainstream celebrity endorsements, but you don’t need a Kardashian to be effective with influencer marketing. You best influencers are probably right under your nose. Learn the framework for amplifying your success using influencer marketing and change the course of your business and career!

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Influencer Marketing Essentials for Local Business

  1. 1. Influencer Marketing Essentials Speaker: KiKi L’Italien kiki@amplifiedgrowth.net #PESTWORLD2017
  2. 2. WHAT WE’LL COVER Methodologies for Goal Setting ­BSQ ­SMART (or SMARTER) 4 Types of Influencer Marketing Goals 6 Influencer Strategies @KIKILITALIEN 2
  3. 3. METHODOLOGIES FOR GOAL SETTING BSQ ­ B — Think big. ­ S — Act small. ­ Q — Move quickly. SMART ­ S — Specific. The item must be detailed. ­ M — Measurable. Fuzzy goals need not apply; we have to be able to actually measure and track the goal. ­ A — Actionable. [Note: in some versions of SMART the ‘A’ stands for attainable]. ­ R — Relevant. Is the goal aligned with your need as a marketer? ­ T — Timeline. Similar to BSQ using deadlines, there needs to be a time-based component. 3 (Image Placeholder) You can have your cake and eat it, too. In fact, you should.
  4. 4. 4 TYPES OF INFLUENCER MARKETING GOALS Engagement Mindshare / Thought Leadership Customer Acquisition (direct sale) Lead Gen (sales funnel entry) 4
  5. 5. 6 INFLUENCER STRATEGIES TO KNOW 1. Build your campaign around KPIs 2. Find the right influencers 3. Use personal, concise, unambiguous outreach 4. Collaborate on content 5. Consider newer platforms 6. Reuse & repurpose 5
  6. 6. EXAMPLE 1: TOM’S OF MAINE 6
  7. 7. EXAMPLE 2: BIC 7
  8. 8. GUIDELINES AND GUIDANCE Explain what you want the influencer to do and what you don’t want them to do. Share examples of the types of posts you are looking for – visual examples (especially for Instagram, Facebook, Pinterest, Snapchat, etc) are best! Example: Don’t include competitors’ products or logos Do use photos with natural light Include #sponsored in the tag (*also #spon #ad is fine) 8
  9. 9. WHAT INFLUENCERS WANT 4
  10. 10. WHAT INFLUENCERS WANT 4
  11. 11. FTC GUIDES CONCERNING THE USE OF ENDORSEMENTS AND TESTIMONIALS IN ADVERTISING 11
  12. 12. #1. EASY TO UNDERSTAND Disclosure must be easy to see and understand. 12
  13. 13. #2. BRANDS & INFLUENCERS SHARE THE RESPONSIBILITY (IN THE US) Brands should ensure that sponsored content is advertised as such. *This post was sponsored by _____. The opinions are completely my own based on my experience.* 5
  14. 14. #3. DISCLOSURE POLICIES 6
  15. 15. @KIKILITALIEN on twitter &, instagram KIKI@AMPLIFIEDGROWTH.NET QUESTIONS

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