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1. Getting Started with Micro-Influencer
Marketing for Your Business
Yo u r C o m p a n y N a m e
1

2. Table of
Contents
2
Influencer Marketing - A Snapshot
Creating Influencer Marketing Strategy
✓ Influencer Marketing Strategy- Steps to Follow
✓ Our Goals for Influencer Marketing
✓ Our Target Audience
✓ Buyer Persona- Sample Template
✓ Most Popular Social Media Channels amongst Target Audience
✓ Our Influencer Marketing Campaign
✓ Content Formats for Influencer Marketing
✓ Annual Budget for Influencer Marketing
✓ Percentage of Budget Allocation for Influencer Marketing
✓ Social Media Channels Preference for Influencer Marketing
✓ Finding the Right Influencers – Selection Criteria
✓ Choosing the Right Category of Influencers
✓ Choosing Influencers: Factors to Consider
✓ Potential Influencers for Current Campaign
✓ Influencer Dashboard Template – Influencer’s Reach & Followers
✓ Metric- Total Audience Reach & Impressions
✓ Metric- Audience Reach & Impressions by Influencer
✓ Metric- Total Number of Posts
✓ Metric- Brand Engagement (Total)
✓ Metric- Brand Engagement- Influencer Breakdown
✓ Metric- Audience Growth
✓ Metric- Top Locations
✓ Metric- Age Range
✓ Influencer Marketing Campaign Performance Dashboard
✓ Campaign Performance Dashboard - Summary
✓ Who Are Micro-Influencers
✓ Benefits of Choosing Micro-Influencers
✓ How to Find the Right Micro-Influencers
✓ Campaigns for Engaging with Micro-Influencers
Micro-Influencer Marketing
Measuring ROI of Influencer Marketing Campaigns

3. 01
3
Influencer
Marketing - A Snapshot

4. Influencer Marketing- A Snapshot
4
Discover the rising popularity of a new form of marketing i.e. influencer marketing also called as influence marketing.
✓ There has been a 1500% increase in Google searches for influencer
marketing over the past 3 years
✓ Influencer marketing content delivers 11 times higher ROI than traditional
forms of marketing
That number climbs to $11 for every $1
spent for beauty brands
In 2017, brands saw an ROI of $6.78
for every $1 spent on influencer
marketing
In 2018,
78% of marketers used influencers to build brand awareness
✓ 81% of them judged it to be effective
Influencer Marketing
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Influencer Marketing

5. 02
5
Creating Influencer
Marketing Strategy
✓ Influencer Marketing Strategy- Steps to Follow
✓ Our Goals for Influencer Marketing
✓ Our Target Audience
✓ Buyer Persona- Sample Template
✓ Most Popular Social Media Channels amongst Target Audience
✓ Our Influencer Marketing Campaign
✓ Content Formats for Influencer Marketing
✓ Annual Budget for Influencer Marketing
✓ Percentage of Budget Allocation for Influencer Marketing
✓ Social Media Channels Preference for Influencer Marketing
✓ Finding the Right Influencers – Selection Criteria
✓ Choosing the Right Category of Influencers
✓ Choosing Influencers: Factors to Consider
✓ Potential Influencers for Current Campaign
✓ Influencer Dashboard Template – Influencer’s
✓ Reach & Followers

6. Define
GOALS
Identify Your
AUDIENCE
Choose a type of
CAMPAIGN
Select brand
INFLUENCERS
Measure
ROI
Influencer Marketing Strategy- Steps to Follow
6
Get started with developing your company’s influencer marketing strategy by following this step-by-step approach.
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7. 7
Our Goals for Influencer Marketing
Mention the goals you have set for your influencer marketing campaigns, be it increase in awareness or sales of your products so that the performance can be measured by comparing to these goals.
Increase brand awareness - Increase followers by 250 per week
Brand Engagement - Double the engagement on Instagram
Customer Loyalty
Drive lead generation- Get 50 email addresses every week
Expand share of voice
Improve customer satisfaction
Link Building- To get 500+ link clicks
Increase sales- Get $1000 sales every week
Reach 10K + new audiences
Manage reputation
Improve brand advocacy

8. Our Target Audience
8
Before you go about selecting influencers, you need to be aware of the demographics, psychographics, etc. of your target audience so that influencers can be matched with
these traits.
Demographics
✓ Ethnicity - XX
✓ Family Size - XX
✓ Religion - XX
✓ Gender - XX
✓ Occupation - XX
✓ Education - XX
✓ Age - XX
✓ Income - XX
✓ Marital Status - XX
Psychographics
✓ Challenges - Add text here
✓ Pain Points - Add text here
✓ Habits - Add text here
✓ Values - Add text here
✓ Interests - Add text here
✓ Hobbies - Add text here
✓ Goals - Add text here
✓ Objections - Add text here
✓ Books - Add text here
✓ Websites - Add text here
✓ Influencers - Add text here
✓ Magazines - Add text here
✓ Events - Add text here
✓ Other - Add text here
Sources of Information
Geographic Location - Add text here
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9. Background
Finances
Online Behavior
What She’s
Looking For
What
Influences Her
Brand Affinities
✓ 29 Years Old
✓ Engaged
✓ Lives in NJ, USA
✓ Full-time Employer in an IT company
✓ Income of $50,000
✓ She believes in investment
✓ She prefers using credit card/debit card
for shopping or otherwise
✓ Very much active on social media apps such as
Instagram, Facebook, Twitter, etc.
✓ She keeps on exploring new apps for her use
✓ Tend to find good deals and discounts on food and
clothes
✓ A place to detox herself after a hectic working
week
✓ Deals & Coupons
✓ Good food and a glass of wine
✓ Cozy seating space with nice music
✓ Her mother
✓ New fashion trends, magazines, blogs,
etc.
✓ Starbucks, H&M, Michael Kors, Calvin Klein,
Zara
HANNAH
Student
I need to go to a relaxing
place with nice coffee,
music & ambience
without it being too
expensive
✓ She is a morning person
✓ She starts off her day with gymming
She goes to gym thrice a week
✓ She works for an IT company
✓ She loves exploring new cafes in
town
✓ She watches Netflix
✓ She is a neat freak & likes to keep
her things organized
✓ She likes being punctual
A Day in Her Life
✓ Become a reputable fashion &
entertainment blogger
✓ Travel the work
✓ Adopt a dog
✓ Own a café
✓ To be able to learn a new language
✓ Not have to worry about finances
Hopes & Dreams
✓ Not spending enough time with family
and friends
✓ Fear of closed spaces
✓ Text Here
✓ Text Here
✓ Text Here
✓ Text Here
Worries & Fears
Buyer Persona- Sample Template
9
Develop an elaborate customer persona using the below template to know more about your target customer and their likes, challenges, etc.

10. Most Popular Social Media Channels amongst Target Audience
10
Also discover the most popular social networking sites that your target audience uses so that influencers in those domains can be chosen.
Majority of Americans now use
Facebook, YouTube
22
24 25
27
29
35
68
73
0
10
20
30
40
50
60
70
80
WhatsApp Twitter LinkedIn Snapchat Pinterest Instagram Facebook You Tube
% of US adults who say they use
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11. Our Influencer Marketing Campaign
11
✓ Gifts - Give away free products and services to influencers in exchange for promotion
✓ Contests & Giveaways - Asking influencers to share your contest and giveaways with their followers
✓ Discount Codes & Affiliates - Giving influencers their unique discount code that they can offer to their
followers and giving them a percentage of each sale through them
✓ Brand Ambassadors - Offering influencers exclusive offers, products for promoting our brand
Our Chosen Marketing Campaigns
✓ Guest Posting - Contributing content to influencer’s blog
✓ Sponsored Content - Paying for brand’s content to be featured on influencer's blog or website
✓ Influencer Takeover - Allow influencer to manage their social media account for a duration
✓ Social Media Mentions - A strategy to get personalities or brands to mention your brand or post
something about you
Other Ideas for Campaign
List all the activities you will undertake as part of your influencer marketing campaigns. It can be a combination of many strategies.
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12. Content formats for Influencer Marketing
12
Blog Posts Add text here
Facebook Post Add text here
Instagram Post Facebook Video
Instagram Stories Tweet
Instagram Video Facebook Live
YouTube Video YouTube Live
Also choose the types of content formats that will be used as part of your marketing campaigns. It might not be possible to go with all.

13. Annual Budget for Influencer Marketing
13
500
700
1200
1500
2000
3000
0
500
1000
1500
2000
2500
3000
3500
2015 2016 2017 2018 2019 2020
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Based on the total marketing budget allocated to the team, the marketing manager in consultation with stakeholders decides the budget for influencer marketing. You can use a bar chart to show the budget allocated
over the years & convince the stakeholders to increase this year’s budget allocation

14. Percentage of Budget Allocation for Influencer Marketing
14
2
5
8
12
15
20
0 5 10 15 20 25
2015
2016
2017
2018
2019
2020
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The marketing head can also show the percentage of budget allocation over the years to inform stakeholders and win a bigger share this financial year.

15. Social Media Channels Preference for Influencer Marketing
15
Blogs 5%
Facebook 15%
You Tube 30%
Instagram 45%
Twitter 5%
The stakeholders as well marketing team should also be aware of the social media channels most preferred for your campaigns. Based on past performance and trends, you can allocate the budget accordingly
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16. Finding the Right Influencers – Selection Criteria
16
List down the selection criteria in terms of reach and engagement to get the best influencers for your campaigns.
Influencer Category Reach Engagement
Instagram Influencers 5000+ Followers 1000+ Likes
YouTube Influencers 3000+ Subscribers 5000+ Views
Bloggers 2000+ Views Text Here
Customers 500+ Followers 20+ Comments
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17. 17
Choosing the Right Category of Influencers
10K – 50K
50K – 500K
500K – 1M
1M+
Mega
Macro
Mid - Tier
Micro
Nano
1K – 10K
Followers
Tiers of Instagram Influencers
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your audience's attention.
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your audience's attention.
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your audience's attention.
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your audience's attention.
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your audience's attention.
The marketing team can also decide which category of influencers they would be choosing to run their campaigns.

18. Choosing Influencers: Factors to Consider
18
Besides the number of followers, you can choose to follow other factors such as quality of content to engagement rate to get more choices for your list of influencers.
Target Audience Trending
Quality of Content Previous Sponsorship Performance
Engagement Rate Referral
On-Brand Messaging Budget
Follower Count Location
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19. Potential Influencers for Current Campaign
19
Name- Text Here
Profile Link- Add Link Here
✓ Followers- Add Text Here
✓ Following- Add Text Here
Name- Text Here
Profile Link- Add Link Here
✓ Followers- Add Text Here
✓ Following- Add Text Here
Name- Text Here
Profile Link- Add Link Here
✓ Followers- Add Text Here
✓ Following- Add Text Here
Based on the criteria, list down the influencers that you have finally selected for your campaign.
Name- Text Here
Profile Link- Add Link Here
✓ Followers- Add Text Here
✓ Following- Add Text Here
Name- Text Here
Profile Link- Add Link Here
✓ Followers- Add Text Here
✓ Following- Add Text Here
Name- Text Here
Profile Link- Add Link Here
✓ Followers- Add Text Here
✓ Following- Add Text Here
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20. Influencer Dashboard Template – Influencer’s Reach & Followers
20
If you have tools that let you analyze the influencer’s reach, audience and previous campaigns, that can help you to better understand the impact of the influencer.
31,287 64,090
243 1243
12,300 12,870
60 Reviews
Fitness
Lifestyle
Gym
www.timbarbara.comTim Barbara
California, USA
Joined Date – 6 March 2018
Male, 30 Years Old
35%
65%
Followers by
Gender
50 - 55
45 - 50
35 - 40
30 - 35
25 - 30
20 - 25
15 - 20
Followers by Age
China
India
Australia
UK
Canada
Brazil
US
Top Followers by Location
Campaign Name Social Platform Min/ Max Views Status Start Date
Fashion E Commerce 2,00,000/ 3,50,000 55% 6 Dec 2018
Fitness Products 2,50,000/ 3,00,000 33% 12 Dec 2018
Gym Trainer Program 5,50,000/ 6,50,000 87% 18 Dec 2018
2018 Top Product 4,50,000/ 5,00,000 90% 24 Dec 2018
Top Dashboard Sale 2018 7,50,000/ 8,50,000 64% 30 Dec 2018
My Active
Campaigns
Company
Total Views – 12,24,056 Total Followers – 19,763 Partnerships – 12 Total Earned – $243.00

21. 03
21
Measuring
ROI of Influencer
Marketing Campaigns
✓ Metric- Total Audience Reach & Impressions
✓ Metric- Audience Reach & Impressions by Influencer
✓ Metric- Total Number of Posts
✓ Metric- Brand Engagement (Total)
✓ Metric- Brand Engagement- Influencer Breakdown
✓ Metric- Audience Growth
✓ Metric- Top Locations
✓ Metric- Age Range
✓ Influencer Marketing Campaign Performance Dashboard
✓ Campaign Performance Dashboard - Summary

22. Metric- Total Audience Reach & Impressions
22
0
5,000
10,000
15,000
20,000
Week 1 Week 2 Week 3 Week 4
0
5,000
10,000
15,000
20,000
25,000
30,000
Week 1 Week 2 Week 3 Week 4
Accounts reached from
February 1- February 28
Reach- 50, 415
Accounts reached from
February 1- February 28
Impressions- 72,553
✓ Name of Campaign- Text Here
✓ Duration of Campaign- February 1- February 28
Once the marketing campaign is over, you must measure the audience reached over the course of the campaign and the impressions generated.

23. 23
Metric- Audience Reach & Impressions by Influencer
Influencer 1 10,000
Post a 2,000 200
Post b 4,000 300
Post c 3,000 150
Influencer 2 30,000
Post a 7,000 400
Post b 5,000 350
Post c 10,000 750
Influencer 3
Post a - - -
Post b - - -
Post c - - -
Influencer 4
Post a - - -
Post b - - -
Post c - - -
Followers Impressions Traffic
Also break down the reach and impression per influencer to see which influencers were the most successful.
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24. 24
Metric- Total number of Posts
63
272
Video
Image
Post by Content Type
Posts over Time
DayPosts by & Content Type
Posts – 335
0
1
2
3
4
5
6
2/7/2020 2/8/2020 2/9/2020 2/10/2020 2/11/2020 2/12/2020 2/13/2020 2/14/2020 2/15/2020 2/16/2020 2/17/2020 2/18/2020 2/19/2020
Image Video
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Keep a track of the total number of posts shared during the campaign duration and posts by content type. Create a common hashtag for your campaign which can help you measure the performance of the campaign later.
Posts

25. 25
Metric- Brand Engagement (Total)
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Analyze which posts drew the best engagement – likes and comments. The feedback by customers help you gauge customer’s reactions to your products.
-100
100
300
500
700
900
1100
2/7/2020 2/8/2020 2/9/2020 2/10/2020 2/11/2020 2/12/2020 2/13/2020 2/14/2020 2/15/2020 2/16/2020 2/17/2020 2/18/2020 2/19/2020
Engagement
Likes & Comments
Engagement over Time
67
2998
Comments
Likes
By Engagement Type
18.05%
Total Engagement – 3,065
917
2148
Engagement by Content Type
0.06
0.05
Engagement Rate by Content Type

26. 26
Metric- Brand Engagement- Influencer Breakdown
Influencer 1
Post a 200 1,000 150 500 85 210
Post b 300 2,000 275 650 110 100
Post c 150 1,500 200 200 22 35
Influencer 2
Post a 400 3,500 400 400 45 75
Post b 350 2,500 310 625 215 87
Post c 750 5,000 589 550 172 76
Influencer 3
Post a - - - - - -
Post b - - - - - -
Post c - - - - - -
Influencer 4
Post a - - - - - -
Post b - - - - - -
Post c - - - - - -
Clicks Likes Reactions Shares Comments Mentions
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Break down the engagement per influencer to know which were the most successful for your campaign.

27. Metric- Audience Growth
27
Measure the increase in your audience growth due to the influencer marketing campaign and which channel was most successful in increasing the reach.
0
20
40
60
80
100
120
140
Jan-25 Jan-26 Jan-27 Jan-28 Jan-29 Jan-30 Jan-31 Feb-01 Feb-02 Feb-03 Feb-04 Feb-05 Feb-06 Feb-07 Feb-08 Feb-09 Feb-10 Feb-11 Feb-12 Feb-13 Feb-14
Instagram Facebook YouTube
Increase in Number of Followers/
Page Likes/ Subscribers

28. 28
Metric- Top Locations
Record where the campaign was received the best. This can help you perfect your product, distribution, and sales strategy as well.
Saint Petersburg
Philadelphia
Los Angeles
New York
London
Canada
Australia
United Kingdom
Brazil
United States
Cities Countries
TOP LOCATIONS

29. 29
Metric- Age Range
65+
55-64
45-54
35-44
25-34
18-24
13-17
65+
55-64
45-54
35-44
25-34
18-24
13-17
65+
55-64
45-54
35-44
25-34
18-24
13-17
AGE RANGE
ALL AGE RANGE WOMEN
Measure which age group interacted with your campaign the most. This too can have far reaching impact on your product and sales strategy.
GENDER
41
59
Men Women

30. Influencer Marketing Campaign Performance Dashboard
30
Present an overall dashboard of campaign performance to get a complete picture of the success and impact of the campaign.
Distribution by Channel
Twitter, 12%,
461 views
Instagram, 71%,
2374 views
Facebook, 17%,
614 views
71
17
12
Campaign Summary
7.2 2%
Engagement rate
9.3 23%
Click - through rate
Demographics
0
50
100
150
18-24 25-34 35-44 45-54 55+
Male Female
3449
Total Views
Visits by Gender

31. Top Performers
Campaign Performance Dashboard - Summary
31
Name Here
✓ Add text here
Name Here
✓ Add text here
Name Here
✓ Add text here
Impressions
, $81.5K
Likes,
$104.2K
Comments,
$10K
Total Media
Value -
$195.7K
Audience Gender
2.6%Engagement rate
69.8 : 1Like to Comment Ratio
Value Calculator Campaign Insights
40%
60%
Men
Women
Here is another marketing dashboard to present your results before the team and the management.
27.2M
Instagram ImpressionsPost
410
Likes
694.4K
Comments
10K

32. 04
32
Micro-Influencer
Marketing
✓ Who Are Micro-Influencers
✓ Benefits of Choosing Micro-Influencers
✓ How to Find the Right Micro-Influencers
✓ Campaigns for Engaging with Micro-Influencers

33. 33
Who are Micro-Influencers
✓ YouTube Users ✓ Industry Experts
✓ Bloggers ✓ Activists
✓ Celebrities ✓ Enthusiasts
They could be:
Influencers who have between
1000 & 100,000 followers
Trusted by followers & hold strong
influence over their follower's
purchase decisions
Able to generate higher engagement than
top influencers
Experts in their Niche
Micro-
Influencers are
Micro-influencers are outdoing all other categories of influencers and are being increasingly targeted by brands.

34. Benefits of Choosing Micro-Influencers
34
.
Trusted
These influencers enjoy more credibility and trust among their followers as compared to mega influencers
Brand Relevant
They specialize in a specific niche and cater to a specific audience. This makes them more relevant and
value for money
High in Volume
They are more in number as compared to mega or macro category and therefore produce more content
Cost-Effective
They charge less than mega influencers with millions of dollars making it less expensive to invest in them
which is ideal for startups and small businesses
Are Loyal
Positive brand affinity owing to frequent purchase and experience
Will Advocate
Will advocate brands they like or their followers might like
Higher Engagement
The more followers an influencer has, lesser is their engagement. Micro influencers have high engagement
with their followers
Higher Conversions
Because of higher engagement and trust, micro-influencers have higher conversions. Estimated to boost
sales of a brand by 300%
of people say that they trust recommendations by
influencers to make their purchase decisions
49%
Here are some reasons why your organization should also consider choosing micro-influencers for your influence marketing.

35. How to find the Right Micro-Influencers
35
✓ Use Google Search to find top followers
region wise
✓ Research top accounts
✓ Hire an influential marketing agency
✓ Use tools like Ninja Outreach, Insightpool, etc.
Search with the Relevant Hashtags & Find Most Popular
Results- Check their Followers, Posts & Engagement
Since there are thousands of micro-influencers, you can use the following criteria to find the most active influencers on social media.

36. 36
Campaigns for Engaging with Micro-Influencers
01
02
03
04
05
CAMPAIGNS
Send them freebies
Take over a brand’s social media account for a fixed period of time
Sponsor unboxing videos
Ask for Reviews
Promote Giveaway Campaigns
Choose how you intend to use micro-influencers and reach out to them for collaboration.
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37. 37
Getting Started with Micro-Influencer Marketing for Your Business Icons Slide

38. 38
Additional
Slides

39. Agenda
39
9:00am-10:00am Agenda 01
10:00am-11:00am Agenda 02
11:00am-12:00pm Agenda 03
12:00pm-01:00pm Agenda 04
01:00pm-02:00pm Agenda 05

40. 40
Target Audiences
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capture your audience's attention.
Preferred By Many
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capture your audience's attention.
Company Introduction

41. Our Mission Vision Value
41
Vision
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capture your audience's attention.
Mission
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capture your audience's attention.
Goal
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capture your audience's attention.

42. 42
Goal 01
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Goal 02
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Goal 03
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Our Goals

43. 43
Organization Chart
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44. 44
Comparison
Female
40%
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audience’s attention.
60%
Male
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audience’s attention.

45. 45
Bar Chart Template
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0 50 100 150 200 250 300 350 400 450 500 550 600
2020
2019
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YEARS
Product 01
This graph/chart is linked to excel,
and changes automatically based
on data. Just left click on it and
select “Edit Data”.
Product 02
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and changes automatically based
on data. Just left click on it and
select “Edit Data”.
Sales in million

46. 46
Pie Chart Template
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50%
20%
10%
20%

47. Marketing Dashboard Template
47
Medium
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Low
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needs and capture your audience's attention.
High
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0 100
20
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48. 48
Linear Diagram
Text Here
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editable. Adapt it to
your needs and
capture your
audience's attention.
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This slide is 100%
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your needs and
capture your
audience's attention.
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This slide is 100%
editable. Adapt it to
your needs and
capture your
audience's attention.
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This slide is 100%
editable. Adapt it to
your needs and
capture your
audience's attention.
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your needs and
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49. 49
Circular Diagram
01
02
03
04
05
06
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needs and capture your audience's attention.
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needs and capture your audience's attention.
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This slide is 100% editable. Adapt it to your
needs and capture your audience's attention.
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This slide is 100% editable. Adapt it to your
needs and capture your audience's attention.
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This slide is 100% editable. Adapt it to your
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50. Marketing Roadmap Template
50
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2017
2018
2019
2020

51. 51
Address
# street number, city, state
Contact Number
0123456789
Email Address
emailaddress123@gmail.com
Thank You