Choose tech partners who provide accurate data and helpful tools, then apply your human eye. Based on what they share, look for ways you can add value first.”, – Patrick McGill, Head of Partnerships, Thinkific. Influencer marketing strategy has advanced beyond seeking influencers with a large following and pretty photo. Don’t make this mistake. A simple Google Search will sometimes garner lots of great results since many niche influencers will not be on the search databases – they often get enough inquiries directly.”. A monthly calendar is a must for all your content requirements. Influencer marketing boasts an incredible return on investment, taking advantage of digital spending trends and today’s social media-obsessed world to reach the widest, most relevant audience. Following this logic, an influencer marketing strategy is defined as any marketing activities done with the purpose of identifying, engaging and nurturing relationships with people who are trusted influencers for your target customer. Over time, influencer marketing has made the necessary shift from transaction to collaboration. Just because a feed looks beautiful does not mean that content messaging resonates well with the target audience. Elise is the Content Manager at Thinkific. Want to get industry experts and online influencers to promote your online course to their audience? You can only use influencers for B2C campaigns. Share this influencer marketing story. The key is learning from the past so we can look forward to the future. “Get crystal clear on what you provide, and what you want to achieve. This is the crux of an effective influencer marketing strategy. As a business and a marketer you want to see results right away. A platform should be the first step in pulling forward a great group of potential influencers. Related: How to Get Top Bloggers To Promote Your Online Course. Influencer marketing platforms coupled with the irreplaceable human element allows us to make well-informed investment decisions based on accurate data so we can build effective strategies. Ninja Outreach: An influencer marketing platform that provides access to thousands of influencers in every niche based on your interests, filters results from most engaged social media networks, and automates your outreach campaigns. In short, many of us have turned on our ad blockers and default to other sources to discover solutions. Coupons or discounts: Offering a special deal to their audience is a great way to provide tangible value for them, and drive leads for you. There are many companies that provide matching services between your influencer marketing strategy goals and a roster of influencers. Choosing partners based on follower count / aesthetic. Which one would you be more likely to respond to? Diversity isn’t a “nice to have” it’s a MUST have - Influencers have to be a true reflection of your audience. We’re going to share insights from online course creators who have used influencer marketing, as well as industry experts who create these strategies for others. Collect as much info as you can including sales, click-through, engagement, views, impressions, and all the things that will help you in determining the performance of your campaign. Collect as much info as you can including sales, click-through, engagement, views, impressions, and all the things that will help you in determining the performance of your campaign. For instance, Instagram’s IGTV and Reels cannot be boosted, so factor that into whether or not you want partners to activate on those channels. We all know influencer marketing is a detailed process from end to end; from planning to execution to reporting results. But not so fast! Consumers are willing to spend more on eco conscious fashion, so green brands raise awareness with influencers. Ultimately, the success of your influencer marketing strategy depends on how well you are able to track your activities back to your business objectives. For the purpose of this article, here’s how we’ll define an influencer: “An influencer is any person or group of people who possess greater than average potential to influence opinions or behaviour, due to attributions such as frequency of communication, personal persuasiveness, or size and centrality to a social network.”, – WOMMA (Word of Mouth Marketing Association). Learn how to find, reach out to, and collaborate with influencers in this ultimate guide to creating an influencer marketing strategy for your online course business. Click to share on Facebook (Opens in new window) I also offered them the opportunity to make money by promoting the course through their Instagram story. If you have an online course and are looking for new ways to boost brand awareness, attract a more qualified audience, and increase sales, read on. Your influencer marketing content strategy therefore needs to work bearing in mind your target audience and the platforms they frequent online. Understand the story the data is telling you; what are audiences responding to the most? An influencer can serve several purposes within your marketing strategy, whether as part of a larger project or the head of their campaign. You’ll want to shape your collaboration to suit your unique business goals, target audience, and how your own goals map to the influencer’s goals. Your goal should be to befriend the individual, not pitch to them. Always make sure you’re diving into consumer reaction to see how audiences respond on content that’s both sponsored and organic. Customization is key. This will help you flag both short term and long term opportunities, and ensure you’re being systematic in your analysis. I started to partner with influencers I have worked with on projects as well as brands I have worked with. Your influencer programs can play a variety of roles within your marketing mix; whether they are supporting a large integrated campaign or leading the charge in campaigns of their own. Once my course launches, they have agreed to share it with their audience. Measure Your ROI. Head to industry events in the niche you’re targeting, making a note of the presenters, sponsors, and other influencers in the milieu. Consumers continue to trust content coming from influencers, in 2019 Nielsen reported that consumers are 92% more apt to trust content coming from an influencer they trust than from a brand, even if they already love the brand. This presents both an opportunity and a challenge. Where can you lean in to increase ROI? Social takeovers are when influencers take over a brand’s social channels for a limited amount of time. Micro-influencers with small but focused audiences can sometimes be more valuable. Having your online course or brand mentioned on their Instagram, Twitter, or Facebook in tandem with your own promotion can elevate the perceived value of your offering. Share this influencer marketing story. Use conversational marketing strategies to increase your conversion rates and hear why the digital nomad dream might not be for everyone. 3. c. Big reach does not equal big influence and small influencers do not mean they are the most engaged. 1 senior influencer marketing amp strategy manager interview questions. Fast forward to today, and technology has fundamentally shifted the way businesses connect with customers. Remember, it’s about quality over quantity. When you determine what role, they’re going to play in your ecosystem, you can then dive into strategy planning and understanding what type of program, partners and content will help you move the needle. Not every campaign needs to be all Instagram or all YouTube or include supporting tweets or Facebook posts. Boosting your influencer content brings great cost efficiencies to your program or campaign. 2. 6. Content created for an awareness-only campaign will look different than content created to drive sales. The advent of social media has changed the dynamics of who has influence, and how it is perceived. Check on the goals you set in the first step. Increase traffic from a new target market: Keep an eye on page views, acquisition channels, and customer demographics from your in opt-in forms. First of all, you’ll want to look for influencers who share alignment in your brand values and messaging. Put yourself in your target influencer’s shoes for a minute. Begin with your end in mind and you’ll be well positioned to get the most out of your influencer marketing strategy. To help you win at sending outreach emails, we’ve prepared an email template with swipe copy designed to put your best foot forward. Here are 11 powerful influencer marketing stats curated to inform your marketing strategy this year, based on a 2019 survey of marketers by Mediakix, an influencer marketing agency. But their audiences are usually quite random and undefined, requiring that sheer numbers make up for that lack of focus. Make sure you show up looking to bring value first without expecting anything in return – you have to trust that approach will bring returns.”. As digital conversations continue outside your control as a business owner, brand equity is increasingly in the hands of the masses. “I find that a good email is always the best way to reach an influencer. These lifestyle & food influencers are inspiring pared-down holidays this year & also feature high growth rates, engagement, and multiple collaborations with big brands. Audiences gravitate towards influencer content more than they would towards an ad coming directly from a brand. To get you thinking, here are a few examples of ways you can work with an influencer, and how they could help you achieve specific marketing goals. As the industry has become more sophisticated, so has our ability to develop measurable programs throughout the funnel. Takeovers are highly popular in Instagram and Snapchat, but can be effective methods for other social media platforms as well. Search online influencer databases and tools. So let’s trust them to help bring a message to life for us. “Taking a more directed approach to influencer marketing has paid off dramatically. Meaning they just choose one huge influencer who has 500k – 1 million followers and pay them $10k to post a couple of times, expecting a ton of sales. For example, everyone who enrolls in your course using a code exclusive to the influencer network you could track back to that specific campaign. In the next step, we’re going to walk through how to start your relationships off on the right foot to maximize your efforts. Download the free template below. Know what channels and content types will help you achieve your goals. Once you have landed on your partners and you’ve started down the negotiation path, you can request more data such as conversion metrics. Your end goal with influencer marketing is to cultivate a lasting relationship that allows you to connect with their ecosystem in a meaningful way. Learn marketing strategies to market your book or online course, and build your email list from author Alexa Bigwarfe. We won the Digiday Technology Award for "Best Influencer Marketing Platform"! It’s important to understand what you want your influencer programs to achieve throughout the year so that you can plan ahead and put aside the appropriate budget to match the need. Following this logic, an influencer marketing strategy is defined as any marketing activities done with the purpose of identifying, engaging and nurturing relationships with people who are trusted influencers for your target customer. Just because a feed looks beautiful does not mean that content messaging resonates well with the target audience. Now that you know what to look for, here are some ways you can go about finding influencers. The experts featured in this section have both implemented influencer marketing to grow their own businesses, as well as crafted strategies for others. A survey by Nielson shows that trust in online advertising has plummeted in recent years, and recommendations from friends or peers are becoming increasingly valuable. Reports have shown that companies will spend upwards of $10 billion on influencer marketing by the end of 2020, a clear indication that the opportunity is there. Influence is influence, no matter the size. Your success with influencer marketing depends on how well you are able to align the interests of your target customer with the interests of the influencer. Here are 11 powerful influencer marketing stats curated to inform your marketing strategy this year, based on a 2019 survey of marketers by Mediakix, an influencer marketing agency. #influencermarketing, Your success with influencer marketing depends on how well you are able to align the interests of your target customer with the interests of the influencer. The first step in building an influencer marketing strategy is to set clear goals. Influencers can be powerful drivers throughout the customer journey, from awareness to conversion, but you first need to understand their place and then develop your strategy around what program type, partners and content will help you move the needle. 5. Once you have their attention and have provided memorable value to their community, your next step is to. #influencermarketing, How to Get Top Bloggers To Promote Your Online Course, How To Host Live Webinars to Sell Online Courses (Complete Guide), How to Create a Sales Funnel to Sell Online Courses (Sales Funnel Template), Udemy’s Pricing Model: How To Use It To Your Advantage As An Online Course Creator, How to Build a Personal Brand (Complete Guide to Personal Branding), 3 Keys To Growing Your Brand & Revenue As An Author (Book to Course Day 4), The Future is Conversational Marketing With Natasha Takahashi, Marketing Tactics For Authors Creating Online Courses, Structuring your activities and tactics to implement. For decades, businesses have sought out opportunities to work with influential public icons, from fashion to the silver screen. There are many influencer tracking platforms available, but if you don’t have the budget for one, download our free outreach tracking template to get suggested evaluation criteria and a framework to keep track of your research. “A good way to find influencers in a specific industry is to look on social networks for key players in your industry, and use the trickle-down effect. 4 Influencer marketing strategies for pandemic-proof brands in 2021 posted on January 6, 2021 After an unprecedented year, brands around the globe are poised to create a pandemic-proof digital strategy and influencer marketing will have a significant role to play. Internet Explorer doesn’t work well with our website. When influencers are an afterthought or a catch all for anyone interested you risk having partners who aren’t right for the brand and then you’re just amplifying their content in your planned media buy. 5. Beyond the quantitative data it's our duty to provide qualitative analysis as well. In this complete guide to influencer marketing, we’re going to walk you through how to determine whether influencer marketing is right for you, the steps for creating an influencer marketing strategy, and how you can leverage collaborations with influencers to sell more online courses. Founded by Jay Fiset, the event brings together individuals from all over the world who are seeking to create long-term partnerships in their business. There is no one-size-fits-all way to collaborate with an influencer. 3. You may be able to find potential candidates from the speaker line-up who are already seen as experts in their field. Thankfully, there is a bit of a formula for how to approach it. Branded blog posts: The great thing about guest blogging on someone’s site is that it is a form of evergreen content. In fact, as an online course creator, implementing an influencer marketing strategy is a powerful method for unlocking exponential growth in your reach and revenue. Give consumers a look at your brand and products through a truly diverse set of influencers that they can relate to. Understanding the role of social media channels in your overall strategy (Facebook’s role is different than Instagram’s, and so forth) is a key aspect to building an influencer marketing program. You can build an entire career off of having a handful of strategic partnerships. As you will see, this may include a mix of PR efforts, sales, and content marketing wrapped into a cohesive program. Give creators a thoughtful content brief to guide them through messaging or any key dos/don’ts, but allow them to be the expert creators you hired them to be and put it on them to proactively bring ideas and trends to the table. Through leveraging this method, you can tap into a highly engaged and curated audience, and build alliances with influencers who are actively looking for ways to add value to their community. The core of any successful program is the right influencer who can tell a brand's story in a way that will make consumers interested and go as far to drive them to purchase. Diversity extends beyond race, age, gender identity, or sexual orientation. It takes time to find the right people who have the right audience and the right product fit. They are busy people. While these have their place in the world of influencer marketing, the truth is that there is so much more to the term. 8. Generate leads and acquire more customers: You can track this through conversions and sales. Working with key influencers in the social media industry has been a terrific success.”, – Mike Allton, Founder, The Social Media Hat. Look for metrics like conversion rates, email opens, likes, comments, and generally get a sense how active their community is in the groups they lead. Since the golden age of advertising, the idea of leveraging influence to impact purchasing power has been in full swing. As influencers receive an increasing number of requests to collaborate, what can you do to set yourself apart? “A lot of people put their eggs in all in one basket. Influencer marketing strategy has advanced beyond seeking influencers with a large following and pretty photo. Once you’ve gathered initial information on prospective influencers, you’ll want to start monitoring their activities over time to get a sense of what they share with their audience and identify where you can add the most value. But that’s not necessarily true. Influencer marketing platform is a solution which is designed to assist brands with their marketing campaigns. Here’s how the Nathan Chan, CEO of Foundr uses influencer marketing to market their online courses and other products: “We worked with big entrepreneurial meme pages on Instagram and had them promote a webinar for us. Following this logic, an influencer marketing strategy is defined as any marketing activities done with the purpose of identifying, engaging and nurturing relationships with people who are trusted influencers for your target customer. Getting perfect attribution here can be a challenge, but it can be done using tools such as custom UTM links or specific landing pages tied to each influencer. You’ll want to make sure your campaigns are set up in a way that enables you to monitor the metrics associated with each goal you have. Start with who you know. Just as important is understanding the audiences on each social platform and looking for what types of content they like to engage with most frequently. Five Unique Strategies for Your Next Influencer Marketing Campaign: Social Takeovers . WOMMA (Word of Mouth Marketing Association), Your end goal with influencer marketing is to cultivate a lasting relationship that allows you to connect with an influencer's ecosystem in a meaningful way. Today, influencer marketing is more accessible and measurable than ever before, and more marketers report finding it effective in achieving their goals. In general, there are three groups that influencers fall into. Here are three questions to help you clarify what is currently influencing your audience’s purchase decisions: The goal with this exercise is to end up with a list of people and places that act as hubs for the kinds of conversations that are impacting how your target customer discovers and evaluates options. For their Consulting Empire course, Foundr partnered with Sabri Suby – an industry leader in building consulting practices – by co-creating and marketing the course across their platforms. So what do you look for, when evaluating possible influencer partners? So without further ado, here is our 2021 guide to influencer marketing (including a few outdated approaches we’ll be leaving behind in 2020): It’s time to start planning your marketing strategy for 2021 and influencers should absolutely be part of that picture. You want to prove the value of a program and see that ROI immediately. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. The more defined and targeted an audience is, and the better relationship that influencer has with that audience, the less important size is.”. As you begin to identify influencers and evaluate their footprint in relation to your business goals, make sure to keep track of your insights in one central place. A stranger asking you to share a link on social media to an article they wrote, as they feel it would bring value to your audience. ...it boasts an undeniable ROI, it’s an effective tool for managing optics in an authentic way, and it perfectly plays into the ever-increasing amount of consumers’ digital spending. By providing them with an opportunity to be profiled as an expert, your brand will be elevated in the process. To apply this to your online course business, let’s look at a hypothetical example: Meet Cheryl Smith, our fictional online course creator who has a course on personal branding. Each influencer was also given a unique unlimited code which gave a discount to their followers.”. Finding the right influencer to collaborate with starts with understanding your ideal customers’ needs and aspirations. Clifford Luu, founder of Cakes by Cliff, used a combination of these tactics to launch his online course on Thinkific: “I chose five different influencers from around the world that I already had a connection with, and offered them a chance to access my course in exchange for them providing a testimonial on my course landing page. What do you need and what do you want influencers to achieve for you? Consumers expect more from influencers and brands have to as well. Any activities you plan should be connected to your overall business and marketing objectives. Where can you see room for improvement? Influencer marketing expert Susana Yee, Founder of Digital Everything, offers some great tips on where to find the right influencers. Yes this takes time, and yes it may not guarantee the outcome you want (at least not right away), but it’s the only way to build authentic relationships that last. Less work than a multi-day event, joint venture webinars are also great candidates for evergreen content as you can automate and share across multiple platforms for lead generation over time. Know what you want to achieve before you dive in. When looking to pinpoint influencers, you want to partner with those who have an engaged audience. 15 Eco-Friendly Fashion Brands Seeing Success with Influencer Marketing, How Twitch, YouTube, and Instagram are generating eCommerce sales, Holidays at Home: Influencers Inspiring Pared-down Holiday Celebrations. Susana Yee of Digital Everything has also used a combination of influencer marketing tactics to market her online course: “Currently I am in the process of launching an online course on influencer marketing. Increase brand awareness and trust: In this bucket, you’ll want to monitor engagement metrics like social shares, hashtags mentions, likes, and comments. At this point, you might be tempted to start cold-emailing your prospects to explore opportunities. Events: Include the influencer in your next speaker line-up – whether a digital or in-person event. With some initial sales and a growing community online, Cheryl wants to give influencer marketing a shot to boost her status as a thought leader in the space, and ultimately attract more premium customers. Getting an introduction can often fast-track the process of building new relationships from scratch. Lastly, an important tip for anyone amplifying your program with paid boosting (which all marketers should be at least considering), not all social content can be amplified. 9. Aim to measure the impact each influencer has on each goal, so you can validate the assumptions you made in putting the strategy together. Consumers expect more from influencers and brands have to as well. We’ve also sent physical products to the influencer to have them post on their feed or story, and have seen very strong returns, especially when offering a free product in exchange for post.”. Take note of what’s being sharing by key people in your own network, as well as what’s going on in your extended network. Based on the results of the first month, assess your progress and make note of any changes you’ll want to make in future. Webinars: Webinars are a great tool to co-create content and share to your mutual audiences. If sales is a core goal, you’ll want to understand the user experience, breaking down any technical barriers in order to get consumers from a piece of content to your site or shop page. Measurement and reporting has to continue to evolve and tell a story. By forming authentic relationships with the individuals who are shaping the conversations and perceptions about your business and industry. Musefind: An influencer marketing platform that helps you identify influencers looking to collaborate, and includes matching, messaging, and ROI tracking functionality. Today, influencer marketing is more accessible and measurable than ever before, and more marketers report finding it effective in achieving their goals.