Influencer Marketing

Question 1

Influencer Marketing Goals:

Answer 1

• Brand Awareness: Getting more people to know, recognize, and like your brand.
• Building Brand Identity: Getting people to see your brand personality and values.
• Audience Building: Getting more people to follow and subscribe.
• Engagement: Getting more shares, comments, and likes for your content.
• Lead Generation: Getting more people to sign up for your lead magnets and offers.
• Sales: Getting more people to purchase your products/services.
• Customer Loyalty: Getting people to stay interested and connected with your brand.
• Link Building: Getting more links directed back to your site.

Question 2

Types of Influencer Campaigns:

Answer 2

• Gifting: Giving free products and services to an influencer in exchange for a review or mention.
• Guest Posting: Creating and contributing content for an influencer’s blog.
• Sponsored Content: Paying for your brand to be featured on an influencer’s blog or social channel. You may or may not create the content for the post.
• Co-Creating Content: Partnering with an influencer to create content that is featured on your website, their website, or a third-party website.
• Social Media Mentions: Getting a social media marketing strategy going with a personality or brand to mention your brand, share your content, or post about you.
• Contests and Giveaways: Running a contest and asking an influencer to share your giveaway event with their followers or readers.
• Influencer Takeover: Allowing an influencer to take control of your social media accounts for a set amount of time.
• Affiliates: Providing a unique code that gives influencers a percentage of each sale they drive.
• Discount Codes: Giving an influencer a unique discount code for your product or service that they can promote and offer to their audience.
• Brand Ambassadors: Forming relationships with loyal brand fans wherein they mention or promote your brand, products, and services in exchange for exclusive offers, free products, or being featured by your brand.

Question 3

Buyer persona?

Answer 3

A buyer persona is a fictionalized characterization of your best customer(s) based on information about them and how they use your product or service. These descriptions mirror your various market segments, with names to match the type of buyer.

Question 4

Types of influencers?

Answer 4

• Bloggers
• Social Media Stars
• Celebrities
• Industry Experts
• Thought Leaders
• Customers
• Noncompeting Brands

Question 5

What is Alexa’s Audience Overlap tool?

Answer 5

Enter your website or the URLs of websites you know have the audience you want to reach. The tool will report back with dozens of other websites that share a similar audience.

Question 6

What are Backlinks?

Answer 6

A backlink is a link from some other website to that web resource. A web resource may be a website, web page, or web directory. A backlink is a reference comparable to a citation

Question 7

Alexa’s Keyword Difficulty Tool?

Answer 7

Enter a topic or phrase related to the influencer’s industry and choose low-competition keywords that are frequently searched for.

Question 8

Track the influencer relationship by:

Answer 8

• Who on your team reached out
• When they reached out
• Who they contacted
• Notes about the communication
• Plans for follow-up communication
• Status of the outreach

Question 9

What influencer metrics should you track?

Answer 9

• Brand Awareness Metrics: website traffic, page views, social mentions, time on site, site users
• Building Brand Identity Metrics: social mentions, PR coverage (number of articles or links)
• Audience Building Metrics: opt-ins, follows
• Engagement Metrics: shares, comments, and likes
• Lead Generation Metrics: opt-ins
• Sales Metrics: new sales, revenue changes, price per ticket
• Customer Loyalty Metrics: customer retention rates, renewal rates
• Link Building Metrics: number of links, quality of links