Influencer Marketing Strategy: How Influencers Can Help Grow Your Business

Influencer marketing is one of the most powerful forms of advertising in today's world. Learn how to implement a successful influencer marketing strategy with this complete guide. This new edition of Influencer Marketing Strategy covers essential topics, from broad scale celebrity endorsement to micro-influencers with niche, highly targeted followings. It features new content on platforms such as Be Real, Whatsapp and Wechat and how understanding cultural differences is key to finding the right influencer for your brand. It also includes new case studies from industries such as travel and tech, demonstrating the huge opportunities it presents for organizations and industries of all sizes. Influencer Marketing Strategy is the ultimate guide for marketers, walking readers through the key considerations of incorporating influencer marketing into a wider marketing strategy. This includes the legal and ethical impacts of working with influencers and how to measure the effectiveness of campaigns. This book provides everything organizations need to understand and implement a successful influencer marketing strategy. Cover Contents About the author Foreword Acknowledgements Introduction 01 What is influencer marketing? History of influencer marketing Why do people follow content creators? The definition of influencer marketing The definition of an influencer What influencer marketing isn’t Popular influencer sectors The advantages of influencer marketing Influencer marketing and brands Influencer marketing in the marketing mix How to use influencers at events How not to use influencers Industry bodies Summary Takeaways Notes 02 The major platforms for influencer marketing Instagram YouTube LinkedIn X (formerly Twitter) Threads Facebook Snapchat TikTok Pinterest Twitch Other social media platforms Understanding the media Summary Takeaways Notes 03 Creating your strategic framework Research Competitor analysis Setting your objectives Setting your budget Promotional strategies to deliver key objectives How and where to use influencers Creating the campaign brief Finding the right influencers Content creation Getting internal buy-in Summary Takeaways Notes 04 The legal impacts of influencer marketing The influencer campaign contract Rules and regulations Competitions, sweepstakes Online fraud tactics and bad practice When things go wrong Summary Takeaways Notes 05 Working with influencers Common characteristics of influencers Who influencers admire and why Calculating influence Negotiating with influencers Different types of influencer Content creation Summary Takeaways Notes 06 Finding influencers Direct outreach Dedicated platforms Working with an agency Networking Summary Takeaways 07 Creating an ambassador programme Purpose Benefits of an ambassador programme Setting up the ambassador programme Summary Takeaways Notes 08 Influencer marketing around the world Introduction Asia Australia Africa India USA United Arab Emirates South America Eastern Europe International idioms Summary Takeaways Notes 09 The future of influencer marketing What does the future for influencer marketing look like? What do industry leaders think? Summary Takeaways 10 Understanding analytics and measurement Understanding measurement Social media listening What makes a campaign go viral? Ingredients of a viral campaign Different metrics to measure Interpreting the results Summary Takeaways Notes 11 Case studies The content creator interview Notes Appendix 1: Directory of influencer marketing platforms, platforms and influencer events Appendix 2: Glossary of terms Index