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Marketing 101: Influencer marketing on a limited budget
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What is influencer marketing?
In the PESO lens of marketing (Paid, Earned, Shared, Owned) Influencers are a hybrid of Paid / Earned depending on the type of agreement.
In the PESO lens of marketing (Paid, Earned, Shared, Owned) Influencers are a hybrid of Paid / Earned depending on the type of agreement.
Macro vs micro influencers
Macro influencers have a very large following .
Micro influencers are <20k followers but very high engagement rates. They know their audience almost personally.
Macro influencers have a very large following .
Micro influencers are <20k followers but very high engagement rates. They know their audience almost personally.
How do you define success?
Macro influencers (above 100k followers) typically don’t have as high of engagement rates and do more sponsored posts so your metric of success is brand impressions
Micro influencers can help drives sales and conversion.
Macro influencers (above 100k followers) typically don’t have as high of engagement rates and do more sponsored posts so your metric of success is brand impressions
Micro influencers can help drives sales and conversion.
Beyond the pay-per-post: Treat influencers like your BFFs
When you get to know them, their story and the messages they care about, you’ll be able to think through multiple amplification moments in your calendar.
Schedule kick off calls and give them insider access to your team
When you get to know them, their story and the messages they care about, you’ll be able to think through multiple amplification moments in your calendar.
Schedule kick off calls and give them insider access to your team
Creators are King
If you knew how to speak to their audience, you wouldn’t need the creator, right?
Give them your objective and let them do the creative ideation.
Resist the urge to tell them what to do.
If you knew how to speak to their audience, you wouldn’t need the creator, right?
Give them your objective and let them do the creative ideation.
Resist the urge to tell them what to do.
Sourcing influencers in the beginning:
1. Use your personal network
2. 1:1 outreach from the Founder
3. Use hashtags (yes, I said it)
1. Use your personal network
2. 1:1 outreach from the Founder
3. Use hashtags (yes, I said it)
Authenticity / transparency matters
Remember when Jennifer Lawrence created an Amazon Registry and everyone laughed when they saw things like AirPods....Bc JLaw didn’t need “stuff”
Audiences are smarter than ever. Make sure your product is one they would actually use.
Remember when Jennifer Lawrence created an Amazon Registry and everyone laughed when they saw things like AirPods....Bc JLaw didn’t need “stuff”
Audiences are smarter than ever. Make sure your product is one they would actually use.
Micro influencers are the future
Remember this:
1. They know their audience personally
2. They are excited to work with brands
3. They
free stuff
4. They want to connect with other influencers
5. They want unique experiences (bonus if they get content/photos out of it)
Remember this:
1. They know their audience personally
2. They are excited to work with brands
3. They
free stuff 4. They want to connect with other influencers
5. They want unique experiences (bonus if they get content/photos out of it)
TL;DR
If you don’t have goals and a clear strategy, you won’t get the most out of your influencers and ambassadors.
Influencers are still a great way to unlock brand awareness and drive sales if done right.
If you don’t have goals and a clear strategy, you won’t get the most out of your influencers and ambassadors.
Influencers are still a great way to unlock brand awareness and drive sales if done right.
Hope this was helpful!
What other topics are on your mind!
What other topics are on your mind!
