In this short deck, I walk through the basics of Influencer Marketing and why its important for small businesses to consider it a key part of their local marketing strategy.

1. Influencer Marketing
Why Local Micro-Influencers
Are Key For Growing Small Businesses
Nada Tadros

2. How do we capture
their interest?
You are an independently-run small business with a
modest marketing budget. So while you may not be
able to execute billboard and TV campaigns en masse,
you can definitely grow your brand’s presence within
your geographic region using more laser-targeted and
nimble tactics online. Your weapon? The ever-growing
shopping companion - the mobile device. Consumers
are consuming content more than ever so the brands
that can find new and authentic ways to engage with
them, wherever they are, is winning the battle in
capturing their interest.
The Problem = Opportunity

3. What is Influencer Marketing anyways?
Influencer Marketing 101
We can start by dispelling what it’s not. It’s not just a splashy, passing trend, targeted
towards young people. Nor is it reserved for aesthetically-driven industries like beauty and
fashion. Influencer Marketing is a strategy whereby brands connect with potential
customers via a social influencer - one who has social clout or can sway the purchase
decisions of their audience. The mechanism that facilitates this process is content - real,
engaging content created by the influencer for the brand and published through the
influencer’s online and social platforms. The best influencer marketing campaigns are very
organic and do not look like advertising. What does this mean for you? Within your
community, there are local influencers you could partner with to tell a story on behalf of
your brand or business in intuitive ways. Robust influencer campaigns can broaden your
potential consumer base and grow your business.

4. Consumers Trust
Recommendations from
Peers More Than Ads
Why Influencers?
Although still a growing form of advertising,
influencer marketing already delivers 11x
higher ROI than traditional advertising.
The aim of Influencer Marketing is to identify
the influencers in your niche and make them
work for you by promoting your brand.
Trust organic,
user-generated
content
Increase in number of users
deploying adblockers to
block traditional ads
92%
+30%

5. Consumers are Hungry for Content and Bond
with Influencers
Meet Your Customers Where They Are

6. of companies plan on collaborating
with a digital influencer in 2017
84%
And your competitors are
courting them
Influencers are the new celebrities
but at a fraction of the cost
Today, there are three tiers of influencers: Celebrity Influencers,
Macro Influencers, and Micro Influencers. Micro influencers are the
largest of the pie and they are executing the majority of influencer
marketing campaigns (at least 90% of it). They are normal people
who have organically built up a solid social media following.
Here are some ideas for collaborating with an influencer:
● Inviting them to write a guest blog post on your site that
they’ll share-out on their social platforms
● Sending a group of influencers a new product introduction
in exchange for reviews through blog or video posts
● Asking them to film a short series of fun, helpful product
demonstrations
● Providing them coupon codes or free giveaways that they
can in turn bestow on their audience via social

7. The social platforms that dominate in engagement and the
best place for brands to grow customers and community
Facebook and Instagram
21
Minutes/Day
2.5b
Likes Per Day
70m
Photos Per Day
Instagram
of consumers want to
connect with businesses
through Facebook76%
of users say Facebook is
their #1 influencer of
decisions
47%

8. Businesses are making
$6.50 for every $1 spent
on influencer marketing
“
”The Bottom Line
Marketers clearly see the revenue-making opportunities of
influencer marketing - and they are doubling down on their efforts.

9. Start the Conversation:
If you haven’t already, begin interacting with them via social so
they can get to know you. Commenting on their posts or
tagging them in your own shared blog posts can help nurture a
relationship. After some time, approach them directly and
make your intentions of working with them known.
Getting Started
Set a Goal + Budget:
Determine what you want to accomplish - more website visits?
Increased foot traffic to store? Change shopper perceptions of
your brand? Marketers today are allocating < 25% of their
budget towards Influencer Marketing. This is a good
benchmark to follow. You’ll need the initial investment for
signing on micro-influencers and content production plus
working dollars towards paid amplification of that content on
Social.
Confirm Roster:
Identify local micro-influencers based on a pre-determined
criteria e.g. most relevant to your target market, existing affinity
with your business/brand, audience size, engagement rate and
more. You can use online tools like BuzzSomo, Pitchbox and
Sprout Social that help you find and evaluate influencers.
Create + Publish Content:
In most scenarios, Influencers are more likely to manage the
bulk of content production. Make sure you are communicating
regularly and review finalized content before go-live to ensure
you are satisfied with the end result. Align on a publishing
cadence so you can cross-promote on your own online and
social channels.
Analyze Results:
Track campaign performance, looking at metrics like
engagement rate, cost per engagement, click-through rate,
average post reach, post engagement, new followers gained,
influencer audience metrics - and of course, sales. Convert into
actionable insights for your next campaign.
Start Planning:
Together, start planning type of content, messaging and
creative direction. To make the most out of your partnership,
let go and allow influencers control of the narrative to
preserve the authenticity of what is being communicated but
first, relay the core messages of your brand/business that
must be showcased in the content.

10. Reusable at every stage
of buyers journey
Own Compelling Content
Influencer marketing produces a valuable
output - a collection of imagery, videos, and
articles -that you can syndicate and boost
across multiple marketing channels.

11. SUPPORT
I’m here to help build your brand voice through:
Nada Tadros
Freelance Brand Strategist & Content Writer
Supporting brands + businesses through
strategic insight into the building blocks of
brand equity and content ideation.
● Brand strategy and consulting
● Content planning and writing
● Social media advertising (Facebook + Instagram)
● Influencer marketing
● Blog & article writing
● Digital Literacy instruction for businesses
...So you can grow your business.