Over the past two years, influencer marketing has become one of the fastest growing digital marketing tactics. Brands are seeing the impact influencers have on their content strategy and audience development. However, many marketers are still gaining a full understanding of how to run an influencer campaign and which insights they should be paying attention to. This presentation covers: - Influencer marketing overview – the who, what, where and why - Starting an influencer campaign – setting goals, identifying audience, keywords and content - Building a content campaign – building strategy, setting timelines, finding and engaging with influencers - Monitoring and Reporting – tracking off-site content, measuring true influence beyond likes and shares

1. GETTING STARTED
WITH INFLUENCER
MARKETING

2. INFLUENCER MARKETING
OVERVIEW
Influencer marketing is a type of new-age marketing where brands partner with key industry thought leaders
to amplify the brand content/message to their audience, mainly using social platforms.
Influencers are credible, authentic and highly engaged presences who hold a power of influence over their
audience based on the trust they’ve built, and ultimately, can elicit action from their followers.
What is influencer marketing?
Who are influencers?
#influencermarketing101 @gshiftlabs

3. Where did influencer marketing come from?
74%
of consumers rely on social media to inform their
purchasing decisions
trust peer recommendation (only 33% trust
sponsored ads)
take action from peer opinions
WHERE DID INFLUENCER
MARKETING COME FROM?
84%
84%
Data: ODM Group
Data: Nielsen
Data: Opt-out Effect
#influencermarketing101 @gshiftlabs

4. INFLUENCER MARKETING
IN YOUR MARKETING MIX
Channel of distribution
Power of word of mouth
Cost-effective
Off-site challenge (Dark
Funnel)
“A brand is no longer what we tell the consumer it
is–it is what consumers tell each other it is.”
Scott Cook, Founder and CEO of Intuit
#influencermarketing101 @gshiftlabs

5. This is where influencers live.Up to 90% of the purchasing
journey is off-site
THE DARK FUNNEL
#influencermarketing101 @gshiftlabs

6. So, how do you measure success?
MARKETERS LOST
IN DARK FUNNEL
#influencermarketing101 @gshiftlabs

7. STARTING AN INFLUENCER
MARKETING CAMPAIGN
Set parameters
Identify audience
Create content strategy
Identify & engage influencers (and arm them)
Monitor & manage
Measure & report
Maintain relationship
#influencermarketing101 @gshiftlabs

8. SET PARAMETERS
Identify key objectives and goals
Reach, UGC, brand affinity, engagement
Set realistic numbers
Measurable and attainable benchmarks
Allocate your budget
Dictates content strategy and influencer identification
#influencermarketing101 @gshiftlabs

9. IDENTIFY YOUR AUDIENCE
Understand who your audience is. This goes beyond knowing their demographics. What are
their interests? Where are they in the purchasing cycle? Where do they live online?
#influencermarketing101 @gshiftlabs

10. ● Identify keywords with relatively high
monthly organic search volumes/social
mentions
● Focus on your existing content which
maintains visibility / authority
● Search for influencers who use these
keywords socially and/or in their site
content
● Have these influencers promote/link to
your authoritative content
SET UP KEYWORDS
AND CONTENT
#influencermarketing101 @gshiftlabs

11. MAP OUT YOUR
CREATIVE BRIEF
1. Who is your audience for this campaign?
2. What type of campaign is it? (content amplification, event, contest, etc.)
3. What are the key messages? (Reflect on the keywords)
4. What is the call to action?
5. Where should the influencer publish the content? (i.e. Facebook, blog, Instagram)
6. What are the mandatory deliverables? And the timing?
7. How will you measure the campaign’s success?
8. Other key information (i.e. photos, resources, background info, samples)

12. • Audience-centric vs. influencer-centric
• Audience size vs engagement - getting
the best bang for your buck with micro
influencers
• Influencer scoring (authenticity,
engagement and credibility)
IDENTIFY AND ENGAGE
INFLUENCERS
#influencermarketing101 @gshiftlabs

13. ● Provide influencers recommended
keyword rich Titles, Headings and Content
to “optimize” their posts
● Provide trackable Smart URLs to your
content and for them to share via each
social channel
● Remember the “Dark Funnel”
ARMING YOUR INFLUENCERS
#influencermarketing101 @gshiftlabs

14. Monitor content engagement by Influencer,
by Channel
○ Like and Shares
○ Real Engagement - Clicks
● Monitor Organic Search Visibility (Rank)
of influencer’s content and your own
MONITOR & MANAGE
#influencermarketing101 @gshiftlabs

15. • Track and report on engagement by
Influencer, by Channel, by Content Type,
by Keyword Group
• Create Conversion Paths to map content
engagement all the way through to ROI
• Report on improvements in Organic
Search Visibility
• Create feedback loop back to influencers
so they know how they did
MEASUREMENT &
REPORTING
#influencermarketing101 @gshiftlabs

16. RELATIONSHIP
MANAGEMENT
Influencer marketing is not a one night stand. Stay in contact with
influencers after a campaign is over and build a relationship so they
remember you, and your brand will resonate with them AND their
audience.
#influencermarketing101 @gshiftlabs

17. Set campaign goals and establish metrics to monitor and measure success against those goals
KEY TAKEAWAYS
Take an audience-centric approach in identifying influencers
Micro influencers generally produce more engagement
Co-create content with influencers for optimum audience resonation
Identify a means to track off-site content
Maintain a relationship with influencers post campaign
#influencermarketing101 @gshiftlabs

18. Audience Development
& Discoverability
Mastering Smart URLs
RESOURCES
gshift.it/offsite
gshift.it/audience