We’re often asked, “I love the idea of influencer marketing. But how do I get started?” There’s much to consider when building an influencer marketing strategy including your target audience, goals, marketing vehicles, and, of course, identifying the perfect influencers that will best engage your audience.
Like any successful marketing strategy, you need to think influencer marketing through carefully and that’s where our workbook “How to Build an Influencer Marketing Strategy” can help. We captured the key questions we ask our clients in five meaty worksheets; use them to brainstorm the perfect influencer marketing program for your audience and organization.
Here are the four worksheets you’ll get in “How to Build an Influencer Marketing Strategy:”
#1 Mapping the Consumer Buying Journey
This worksheet is a critical first step in understanding how your target audience buys products/services and how you can help them with their wants and needs. This is the first worksheet in our book, because it’s where everything starts. If you understand your buyers well enough to complete this worksheet, then you’ll have a solid start in building a successful influencer campaign. And what if you don’t have the information required to fill it in? Work with those in your company who do understand your buyers well or interview your consumers to learn more about them.
#2 Selecting the Right Influencers
Before you can move ahead with an influencer campaign, you need to think carefully about what qualities the ideal influencer must have. Should they be well known in your space? Do they need a large following? Do they need a strong presence on different social media platforms? There are many aspects to consider when selecting the right influencer – this worksheet helps you consider the most important criteria.
#3 Influencer Persona Worksheet and Persona Example
Perhaps you’ve created buyer personas – we recommend you also create a persona for your ideal influencer. In this worksheet, you’ll capture details about your influencer, such as their reach, social platforms they frequent, and areas of expertise, as well as your campaign goals including budget, content expectations, and more. We’ve included an example so you’ll see you exactly what type of information to include when building a persona.
#4 Developing the Influencer’s Creative Brief
Communication is essential when working with influencers – the clearer you can be regarding how you want to work together, the more likely you’ll have a successful outcome. Use this worksheet to develop a creative brief for your influencer that describes exactly what you’d like them to do and how.
#5 Measuring the Success of Your Program
It’s important to think about how you’ll measure your program early in the campaign’s creation, rather than after the fact. This worksheet takes you through the process of determining which metrics are important (and which aren’t) and how you’ll track them.
Get Started Building a Great Influencer Marketing Program
If you’re new to influencer marketing or want to be sure you’ve considered all the critical aspects of building an influencer marketing campaign, download our complimentary workbook and get started.
Download Workbook: How to Build an Influencer Marketing Strategy.