“Want to do influencer marketing, but don’t know where to start.”

Get this a ton. So here ya go.

1. What are you measuring...

Figure this out. Otherwise you won’t know if your marketing works.

The closer measurement is to purchase the better.

Examples:
• Views, downloads, purchases

2. Where is your brand’s community?

What communities is your target consumer in? Where do they join ppl with similar interests?

Examples:
• Subreddits, YouTube, Podcast

Don’t worry about picking influencers yet.

3. Find Authority + Engagment

In these communities, find voices with (1) authority (2) high engagement.

Discount followers & views. They are poor indicators of influence, yet they drive up price.

Don’t pay more, for less.

4. Case Study

How do I know this? Bc I made this mistake.

Influencer A
• 18m followers
• 2% engagement
• 26 sales

Influencer B
• 500k followers
• 30% engagement
• 1k sales

5. Long-Form Content

Find influencers producing destination, long-form content.

People go out of their way to listen/watch them. The audience is invested, and will invest in supporting brands.

Examples:
• YouTube, Podcast

6. What’s the Hook?

Found influencers...great! Now, why should the audience care about your brand’s sponsorship?

Great influencers can be ruined by bad promos.

7. Promo Guidelines

Can’t do this part for you. But here is a general guidline.

• Lean into the creator and their world.

Let creators make the campaign their own. They know how to talk to their audience much better than you do.

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