At the time of writing, this is how popular Influencer Marketing is, as quantified by Google Trends:
To make this clearer, 35,000 global searches are made every month for the term “influencer marketing.”
That’s 35,000 marketers looking to sharpen their influencer marketing skills.
It’s easy to believe it’s too late to take advantage of influencer marketing. But this notion couldn’t be further from the truth.
Yes, the popularity of the practice has made the market much noisier. And the approach you’ll take now is different to what was effective 18 months ago. But for newcomers and veterans alike, it still works.
Let’s start by answering the obvious question: what is influencer marketing? Here’s a simple definition:
“Influencer marketing focuses on using industry leaders, bloggers, and individuals with a large audience around a specific topic to deliver your marketing message to a broader audience. Instead of going directly to market, you empower or pay influencers to share your story with their audiences.”
Let’s break each element down, starting with influencer categories. At SpotRight, we class these as:
- Thought leaders: This includes bloggers, speakers, and authors. These are influencers who have put their “hat” on a specific topic and built a passionate audience around those interests.
- Organizational leaders: These are key decision makers within target organizations. You would engage with these individuals when establishing co-marketing opportunities or for business development efforts.
- Social influencers: These individuals have a large following on one or several social platforms. For example, many photographers have become social influencers on Instagram, thanks to the visual nature of the platform.
Influencer marketing is now considered a separate discipline. To plan and execute a successful influencer campaign, you’ll need to follow this process:
- Identify the right brands or influencers to target
- Create a marketing process to engage with those influencers
- Create a campaign with those influencers to drive your message to their audience(s)
- Track metrics and KPIs
The process above is exactly what you’ll learn in this playbook. But before we get into the execution, you need to create a strategy and set goals.