Influencer Marketing for Dummies

ISBN-13: 9781119114093 / Angielski / Miękka / 2015 / 320 str.

Dummies Consumer

Opis

The easy way to get 'in' with influencer marketing Are you a marketing guru looking to stay at the top of your game? Then you need to be in the know on influencer marketing. A hybrid of content marketing and native advertising, influencer marketing is an established trend in marketing that identifies and targets individuals with influence over potential buyers. Although this has usually meant focusing on popular celebrities and Internet personalities, there is a new wave of 'everyday consumers' that can have a large impact. In Influencer Marketing For Dummies, you'll find out how to market to those who rock social media--and, subsequently, grow your brand. Influencer marketing relies on building strong relationships with customers. With the help of this hands-on, friendly guide, you'll discover how to build superior customer service and experience, make strong interactions with customers, and encourage organic and authentic sharing about your brand. Measure the most impact that content has on your overall marketing strategy

• Find influencers: it's not just a numbers game or a 'who's who' of social media
• Engage with influencers once you've found them
• Recognize the best practices of influencer marketing and outreach

If you're a marketer, media agency professional, business owner, or anyone else who works hard to bring brands, products, and services to the largest audience possible, Influencer Marketing For Dummies is the go-to guide you don't want to be without.

Spis treści

Introduction 1

Part I: Getting Started with Influencer Marketing 5

Chapter 1: Influencer Marketing 101 7

Chapter 2: Digging Deeper into Influencer Marketing 25

Part II: Identifying Influencers 39

Chapter 3: The Best Influencers: The Power of Women on Your Bottom Line 41

Chapter 4: The New Rules of Engagement 51

Chapter 5: Outsourcing Influencer Marketing 65

Part III: The Main Platforms for Influencer Marketing 71

Chapter 6: Blog Influencers 73

Chapter 7: Instagram Influencers 89

Chapter 8: Twitter Influencers 103

Chapter 9: Facebook Influencers 117

Chapter 10: Pinterest Influencers 127

Chapter 11: Video Influencers 139

Part IV: Measuring Your Success 153

Chapter 12: Meeting Metrics 155

Chapter 13: Integrating Influencer Marketing with Your Sales Funnel 167

Chapter 14: Using the Type of Marketing You Need: Influencer or Direct Marketing 175

Chapter 15: Setting and Measuring the Right Goals for Your Influencer Marketing Campaigns 185

Part V: Creating Stellar Influencer Marketing Campaigns 193

Chapter 16: The Six Secrets to Influencer Marketing Success 195

Chapter 17: Putting It All Together 207

Chapter 18: Five Pros Doing It Right 215

Part VI: The Part of Tens 225

Chapter 19: Ten Reasons Influencer Marketing Campaigns Fail 227

Chapter 20: Ten Online Resources for Influencer Marketing Information 237

Appendix: Federal Trade Commission Guidelines 243

Index 249

O autorze

Kristy Sammis is Founder and Chief Innovation Officer of Clever Girls, an esteemed influencer marketing agency that connects top brands with influential women online. Cat Lincoln is Founder and CEO of Clever Girls. Leveraging more than 20 years of Fortune 500 marketing experience, Cat has been a professional blogger and is an in–demand speaker, presenting on social media strategy and leadership. Stefania Pomponi is Founder, President, and Chief Evangelist of Clever Girls. Stefania has been responsible for leading sales/business development, inking key partnerships, and leading corporate communications and PR efforts.

Blurb

Learn to:

• Find influencers: it′s not just a numbers game or a "who′s who" of social media
• Engage with influencers once you′ve found them
• Recognize the best practices of influencer marketing and outreach

The easy way to get "in" with influencer marketing

Want to market to those who rock social media in order to grow your brand? With the help of this soup–to–nuts guide, you′ll discover how to launch a successful influencer marketing campaign, engage with influencers in an effective way, connect with customers, and encourage organic and authentic sharing about your brand.

• Get a lay of the land find out how getting sponsored content from influential online personalities can grow your brand and your bottom line
• And the award for best influencer goes to discover why it′s almost always a safe bet to start with female influencers after all, they rule household, social media, and social trends
• The new rules of engagement approach influencers with irresistible offers, enter into mutually agreeable relationships, ensure great results, and compensate influencers the right way
• Find your niche find influencers in every corner of the Internet, from popular bloggers and Instagrammers to trendy Twitterers and Facebookers and everyone in between

Open the book and find:

• What influencer marketing is and how it can help your business
• How to work with influencers on any social media platform like a pro
• What you need to know about hiring a social influencer agency
• The six "secrets" to influencer marketing success
• Case studies that showcase influencer marketing done right
• How to avoid common mistakes