This document outlines steps for creating an influencer marketing strategy. It defines influencer marketing as focusing on key leaders to drive a brand's message. It notes that influencer marketing is growing as brands struggle with ad blockers and rising costs. The document then provides 9 steps for an influencer strategy, including knowing your audience, setting goals, evaluating influencers, negotiating payments, and tracking results. It emphasizes allowing influencer flexibility while maintaining FTC compliance.

1. Influencer Marketing:
Cashing in on
Pop Culture
Sarah Kurtenbach
Principal, Founder – the KB group, LLC
www.theKBgroup.com

4. What Is Influencer Marketing?
Influencer marketing is a type of marketing that
focuses on using key leaders to drive your brand's
message to the larger market.
Rather than marketing directly to a large group of
consumers, you instead inspire / hire / pay
influencers to get out the word for you.

5. Brands Are Struggling To…
Get Past Ad Blockers
Keep Up With Climbing CPM’s and Ad
Costs
Constantly Create New and Appealing
Content

6. What is more powerful…
When a person talks about how
great they are or when you hear
someone else talk about how
great that are?

7. Is Influencer Marketing a Big Deal?
“Google classifies Influencer Marketing
as a Breakout; the keyword is
experiencing growth greater than
5,000%.”
“The Influencer gold rush is coming.”
“Influencer Marketing is growing from
$500 Million to $10 Billion by 2019.”

8. 9 Steps To:
Create an Influencer
Marketing Strategy

9. Step 1:
Know Your Consumer and Their
Interests
Influencers typically build their audience around
different channels, content interests and
categories.

10. Step 2:
Outline Your Customers
Buying Journey
What key messages do you want to
communicate at each stage?
Awareness Consideration Preference
Decision/
Purchase
What content will a consumer respond to at
each stage?

11. Example:
Outline Your Customers
Buying Journey
Key
Messages
Awareness Consideration Preference
Decision/
Purchase
Content
Make your
customer
aware that
your product
does X
Explain how
your product
does X
Reinforce and
show client
examples
Make it easy
for
consumers to
buy
Social Posts
Sponsorships
Coupons
eCommerce
Blogs
Videos
Client Reviews
Social Posts
Demonstration
Videos

12. Step 3:
Set Campaigns Goals and KPI’s
Videos
Views
or Reach:
Direct
Response:

13. Step 4:
Evaluate the Right Influencers
and Channels

14. Option 1:
Find micro-Influencers among your fans

15. Option 2:
Research Hashtags to find Influencers

16. Option 3:
Do a Google Search for Local Bloggers

17. Option 4:
Partner with an Influencer Company or tools
Micro-
Influencers
Celebrities
Blended
Approach

18. Step 5:
Reach Out to Your
Chosen Influencers

19. Where to Look

20. What to Ask
Recent
Work
Examples
Audience
Insights
Quote

21. Step 6:
Discuss the
Creative Brief

22. Three Different
Ways Influencers
Partner with
Brands

23. Sponsored Posts / Product Placements

24. Documenting an Event or Experience
Liz Eswein
@newyorkcity

25. Hosting an Event / Event Appearance

26. Make Sure to Discuss:
Hashtags Links
Tagging
Product
Placements
Product
Mentions
Location

27. Provide Guidelines, but…
Allow Flexibility and
Freedom.

28. Step 7:
Negotiate

29. Know the Factors on Costs
Audience
Size
EngagementAudience
Demo
Content

30. Two Influencer Payment Options:
Products Money

31. Product Payment Examples

32. Product Payment Examples

33. Step 8:
Set Up Tracking

34. Tracking Options - #1
Google Analytics
(UTM Codes)

35. Tracking Options - #2
Bit.ly’s

36. Tracking Options - #3
Offer Codes/
Specific Landing
Pages

37. Tracking Options - #4
Hashtags

38. Step 9:
Measure Success
& Performance

39. Measurement Can Include
Reach
(will need to get #’s
from Influencer)
Video
Views
Conversions
Google Analytics
New Social
Followers
Engagement Sentiment

40. Sarah’s Last Thoughts
Negotiate for rights to the content
Have the Influencer get people in their network
to share/repost the content
Exclusivity…it probably won’t happen
FTC Compliance

41. Thank You!
Extroverts
Come talk to me!
Introverts
sarah@theKBgroup.com
www.theKBgroup.com