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.

Auteur

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.

Résumé
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 mediaand, 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.

Échantillon de lecture
Chapter 1
Influencer Marketing 101

In This Chapter

Getting the lay of the land

Approaching social media platforms like a pro

Redefining "influence"

Knowing what your business needs to launch successful programs

Congratulations! You've arrived at the era of influencer marketing: an exciting, interesting, fresh, ever-changing, and seriously fun time to be a marketer! You're gonna love it here.

What makes influencer marketing so compelling? For one thing, it simply couldn't have existed before now. Influencer marketing brings together age-old concepts but gives them a modern, social media twist, and then distributes them across platforms that change almost daily. And the results are stunning.

We believe that influencer marketing is unprecedented and truly differentiates itself from the old marketing practices. In fact, it challenges most of them. This new medium pushes traditional boundaries - and that's a good thing! Consumers (the folks we're marketing to) are savvier than ever. It's our job to keep up.

In this chapter, we give you an overview of what influencer marketing is and why it matters to you - whether you know it or not!
Defining Influencer Marketing

So, what is influencer marketing exactly, and why are we so darn excited about it? Influencer marketing is the art and science of engaging people who are influential online to share brand messaging with their audiences in the form of sponsored content.

Advertisers have always used celebrity endorsements as a way to increase awareness and improve perception of a brand, because people tend to trust celebrities they admire, and sometimes aspire to be like them. Influencer marketing is similar in concept, but it has ushered in a new way to define celebrity. In addition to TV and movie stars, pro athletes, and musicians, celebrities of the social media world exist now, too. People can build big, engaged audiences on social media, such as blogs or Instagram. And those social media influencers wield influence over their audiences, akin to celebrity influence. Brands then work with these social media influencers to create a new kind of celebrity endorsement.

For example, maybe a new energy drink has just come out, and they want to market themselves as a "perfect boost for busy women." They decide that - in addition to email blasts, online display ads, and in-person events - they're going to reach out to influential female bloggers who write about their busy lives (and include information about the new energy drink). To engage these influencers, the energy drink's marketing team will

Find bloggers who meet their target demographic.
Reach out to the bloggers in an effective and professional way so that both parties are happy with and clear about their upcoming partnership.
Send the bloggers samples of the drink.
Enjoy the results of a fantastic social media campaign! The bloggers' readers are thrilled to have learned about their favorite online friend's good experiences with this energy drink, and they comment that they're going to try it themselves.
Of course, influencer marketing is not quite that simple, and these are actually quite time-consuming and involved (which is why we've written a whole book about them!), but the idea is sound.

So why a whole book about influencer marketing? What makes it so impossible to have done before and so hot right now?

Social media today gives access to anyone to become an influencer; anyone who builds an audience can influence that audience. This means there's a huge pool of influencers available for brands to work with.
There are more tools than ever before to help brands find and engage with influencers. There are resources for turnkey influencer programs now that simply didn't exist a year ago.
Influ

Contenu
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 Ma…