The first step in creating a successful influencer marketing program is to outline your overall objectives, whether they be brand awareness, brand perception, engagement or conversions.

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How (and Why) to Build an Effective
Influencer Marketing Strategy
October 30th, 2019
Anvil Lunch & Learn Webinar Series
Kent Lewis (@KentjLewis)
President & Founder
Anvil Meda (@AnvilMedia)

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About Me
2

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Agenda: Influencer Marketing
– Background
– Best Practices
– Trends
– Key Takeaways
– Resources
– Q&A
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Why Influencer Marketing Matters
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—80% of Instagram users follow a business
—70% of consumers say they trust the opinions of influencers as much or more
than their real-world friends, while 78% said they trust influencer opinions
more than traditional ads, and more than half said they consider the
influencers they follow to be an extension of their circle of friends (Sideqik)
—According to the Digital Marketing Institute, teenagers trust influencers more
than traditional celebrities
—Whalar recently found influencer ads to be 277% more "emotionally intense"
than TV ads
—According to Influencer Marketing Hub, 86% of marketers plan to invest in
influencer marketing in 2019, with an average 83% year-over-year increase

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Influencer Marketing Trends 2019 via Vamp
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Influencer Marketing Trends 2019 via Vamp
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Benefits of Influencer Marketing
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Why do Consumers follow Influencers?
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How do Consumers feel about Influencers?
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Which Platforms do Influencers use?
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Influencer Types
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Influencer Engagement Rates
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Influencer Marketing Pricing Models
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How much do Influencers cost?
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How much do Influencers cost? Continued…
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Influencer Marketing Challenges
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https://influencermarketinghub.com/influencer-marketing-2019-benchmark-report/

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Influencer Marketing Challenges Continued…
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—89% of influencers are non-compliant with CMA and FTC regulatory guidelines
(ViralNation)
—64% of marketers deem influencer fraud as a big concern (NeoReach)
—53% of social media account logins are fraudulent (Arkose Labs)
—19% of a $314M Instagram influencer marketing spend reached fake followers (Q219)
—The average engagement rate for sponsored influencer posts in Q1 of 2019 fell to
2.4% from 4% in just three years
—Influencers “game” follower-base by generating fake “bot” followers and
engagement by deleting low-performing posts
—Platforms like Instagram are planning to remove Likes from posts, impacting a key
metric used by influencers and brands alike
—Influencers are being sued by brands for misrepresentation or non-performance

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Developing an Influencer Marketing Plan
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—Map your objectives to the strengths to Influencer Marketing: increasing
brand awareness, brand perception, engagement or conversions
—Map your core audiences against popular social media platforms: Facebook,
Instagram, YouTube, Twitter and LinkedIn
—Identify influencers on each platform; these tools can help: BuzzStream,
BuzzSumo, Discover.ly, FameBit, FollowerWonk, GroupHigh, HypeAuditor,
NinjaOutreach, PeopleMap, Pitchbox, SocialBlade, Social Crawlytics, Tell and
Upfluence
—Evaluation Tips:
—Who are the influencers following? Those are true influencers
—Look for early-stage influencers and help them grow
—Consider existing customers and fans as micro-influencers

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Influencer Plan Key Components
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—Assign a brand ambassador to manage the program & influencer relationships
—Finalize a budget; consider starting small and growing organically
—Define nature of relationship: creating and/or sharing content
—Evaluate influencer cost and value based on reach and engagement rates
—Begin outreach and negotiations with key influencers
—Lead with values and fit; tell your story
—Think long-term, but start with a trial engagement
—Clearly outline goals, KPIs, timeline and milestones

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Influencer Plan Key Components, Continued…
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—Start with free product and swag with superfans and micro-influencers
—Provide brand guidelines to influencers (even if they don’t appreciate it)
—Curate assets, including sample product, images, logistical support
—Create an intake form on your website to capture new prospects
—Develop a regular communications rhythm with weekly/as-needed check-ins
—Consider monthly status reports
—Most common metrics include: engagement or clicks (according to 43% of
marketers), views, reach or impressions (33%) and content type or
category (24%)

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Influencer Marketing Trends
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—Better brand alignment and transparency
—Migration to “Always On” campaigns
—Shift to micro from macro influencers
—Getting “real” or “raw”
—Improved marketing integration
—Growth in business-to-business influencer marketing

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Key Takeaways: Influencer Marketing
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1. Map against your objectives, core values and audience
2. Leverage content, partners and customers
3. Authenticity is the priority
4. Think long-term
5. Foster new influencers (internal and external)
6. Measure what matters
7. Always be testing (new talent, platforms, content)

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Despite challenges, influencer marketing is here to stay: Part 1
Creating an effective influencer marketing program: Part 2
Influencer marketing trends: Part 3
How to Become an Industry Influencer
Influencer Marketing 101
Influencers need to be more than "good on paper"
Podcast: How to Become an Industry Influencer
Podcast: Marketing Influencers from Macro to Nano
How to Become a Professional Speaker
Tips to Enhance Your Events via Social Media
Creating and Optimizing Videos for the YouTube Sales Funnel
What a 9 year-old taught me about marketing with digital video
Three Reasons Why You Should Publish on LinkedIn Pulse
Resources

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Questions & Optional Social Audit
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Kent Lewis
President & Founder
Anvil Media, Inc.
kent@anvilmedia.com