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AUDIENCE DEVELOPMENT amp DISCOVERABILITY
Bringing SEO amp Influencer Marketing
Together
Data-Driven Insights Monitoring and Reporting for SEO + Influencers + Content
Audience Development amp DiscoverabilityBringing SEO amp Influencer Marketing Together
The game of marketing is continuously evolving As consumers change their behavior online marketers
must also adapt their strategies to keep up We are seeing one such change now with the growth and
development of Influencer Marketing
Going back a few years it was easy to design your content for best practices of on-site SEO and get dis-
covered Today the off-site distribution of your content plays a much bigger role in being found by your
target market Unfortunately content distribution is still one of the most significantly missed
opportunities in content marketing and digital marketing execution
Marketing is about constantly developing your audience and getting in front of them when they are in
the buying process Brands have turned more and more to social for content and message distribution
as your entire addressable market is represented online But first you have to identify your audience
and find the best ways to engage with them
The challenge of content distribution is precisely one of the problems that influencer marketing solves
Finding an influencer who has access to your target audience is an effective clever and cost-
effective way to develop your audience Influencer marketing is the tactic of working with key and
strategic advocates as a way to reach a specific target market with your brandrsquos message It is the
partnership of people on social media who are considered to be credible authentic engaged and have a
significant audience
Influencer marketing is an incredibly fast growing
tactic with reports such as one published by Forbes
showing an up to 37 higher retention rate in
customers gained
2
For brands diving into influencer marketing without a strategy or proper insight into engagement and
conversion data can leave you without a clear picture of a programrsquos success or lack thereof How can
you expect to maximize your return and streamline your online efforts if there is no insight of whatrsquos
working and whatrsquos not Analytics on how your influencers are working and if they are driving the right
traffic back to your site is critical
In This Guide You Will Learn
1 Why Influencer Marketing Should Be in Your Marketing Mix 4
Channel of Distribution 4
The Power of Word-of-Mouth 5
The Off-Site Challenge of Influencer Marketing 6
Cost Effective 6
2 The Link Between SEO Data and Influencers 7
3 Discoverability and Audience Development 9
Designing an Influencer Marketing Campaign 9
for Audience Development
4 Influencer Analytics and Reporting 11
Analytics Matter for Both Brands and Influencers 12
5 Getting Started Checklist 13
6 Summary 14
3
4
1 Why Influencer Marketing Should Be in Your Marketing Mix
Channel of DistributionSimply creating great content is not enough Content needs to be amplified beyond just the audience of
the organization Currently marketers are not spending enough time or budget distributing content Of
those surveyed approximately 87 of businesses spend less than 10 of their marketing budget on
distribution (gShift)
ldquoA content strategy without a
distribution strategy is FAILrdquo
~ Krista LaRiviere Co-Founder amp CEO gShift TWEET THIS
5
Including influencer marketing in your marketing mix enables you to reach a new audience through
established and trusted thought leaders It helps amplify your message beyond what you would be
capable of achieving with your social platforms and to the right audience
The Power of Word-of-Mouth1 in 3 people come to a brand through a recommendation and customers who were referred to the
brand have a 37 higher retention rate (Deloitte) than those who were not referred What we can gather
from this insight is not only is word of mouth attracting a significant amount of buyers but these buyers
are better customers
Influencer marketing is a form of word of mouth marketing and one of the reasons it works so well is
because of the trust formed between the influencer and their followers Brandsrsquo content is viewed as
biased so consumers will go online and check reviews before making any purchasing decisions
Influencers are seen as an unbiased source of information and have gathered a loyal following since
they are transparent personable authentic and provide valuable content to their audience
The Off-Site Challenge of Influencer MarketingWhile many organizations are starting to
understand the need for distribution and influence
they lack visibility into the metrics required to
properly evaluate their off-site content and
influencer performance
The off-site and on-site customer journey is no
longer a straight line Rather potential customers
will engage through several off-site channels in
whatever order suits them best and will go in and
out of an organizationrsquos sales funnel before
choosing to self-identify make contact and
convert Consumers lead the charge in how they
decide to engage with brands and their content
Instead of trying to push your message through
television ads or using social media as an
advertising platform leverage the trust influencers
have with their followers and provide their
audience with content they are genuinely
interested in and will want to engage with
Cost Effective
As with most marketing initiatives sales and ROI
are a main focus for brands investing in
influencer marketing With the size of potential
audience and the impact some influencers have
this ROI has quickly become the channel with the
highest return on investment According to
Tomoson businesses make $650 for every $1
invested in influencer marketing
Given this data is is not surprising influencer
marketing has become a critical component of a
brandrsquos digital marketing mix with 60 of brands
planning on increasing their influencer marketing
budgets (Adweek) Between the potential financial
return and audience data marketers can gain with
detailed engagement reports there are minimal
dollars wasted using influencer marketing
6
Businesses make $650 for every
$1 invested in influencer marketing
Data Tomoson
2 The Link Between SEO Data and Influencers
The use of nfluencers is an extension of your digital marketing plan You need to put the same level of
strategizing and planning into influencer marketing as you would for any other tactic in your mix
Before seeking out influencers
understand the keywords and
key messages you want to use
for the campaign This data will
be critical in identifying the right
individuals to help promote and
build on your content
Donrsquot be afraid of using long tail
keywords when searching for influencers The key to influencer
marketing is to be as precise as possible with your selection Unlike traditional SEO which often casts a
wider net using the right influencers can get you in front of a very specific segment of your audience
7
Influencers are also adapting and have become savvy to optimizing their content for specific topics and
keywords This is beneficial for two reasons Firstly it can help make it even easier to identify
influencers who are truly aligned with your content Secondly it means their content is likely to perform
even stronger in search and social To ensure your influencers are optimizing their content to align with
yours arm them with the assets and data they need to be successful for your brand
At the end of the day all digital marketing is about SEO This includes influencer marketing A fact
shared by marketing expert Lee Odden at Content Marketing World 2015
8
Are you considering adding Influencer
Marketing to your mix Download our
influencer marketing toolkit to ensure
your brand ambassadors have
everything they need
httpgshiftit4qyw08x
3 Discoverability and Audience Development
Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main
outcomes the marketer is attempting to achieve are
1) developing and finding the audiencehellip the entire target market is out there in social How do
you find the people who have the attention of your audience and
2) lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability
specifically within your target audience Influencer content can rank for keywords within your strategy
and improve authority in a more organic and genuine way
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you
need to take an audience-centric approach Focus on the audience before thinking about the type of
influencer you want to partner with
Start by clearly defining your audience and identifying what and who makes them tick Ask yourself
some of these questions
bull What do they care about
bull Where do they hang out online Vine Reddit Snapchat
bull Who do they listen to
bull What is their buying journey (how do they discover evaluate decide and purchase)
9
Focusing on the makeup of your audience will help
you create a search strategy when it comes to
finding the ideal influencer
The beauty of influencer marketing is you have the
opportunity to reach exactly who you are trying
to target ndash you donrsquot have to worry about wasted
marketing dollars if you choose the right
influencers with the right audiences You need
to understand your audience before picking your
influencers which goes beyond just their
demographics
Each person has his or her lifestyle and
personality that demographics donrsquot portray
Taking an audience-centric approach to
influencer marketing requires you to get a grasp
on what your audience is interested in Using
social listening or audience intelligence platforms
will help you understand your target audiencesrsquo
interests
A common misconception is that a brand needs
influencers who represent the category the brand
is in
For example if you are a marketer for a video
gaming console interested in an influencer
marketing campaign your initial thought might be
to reach out to fellow video game influencers on
YouTube
This could work but you have other options you
should explore If you do some research you might
discover that your target audience is also
interested in sports and indie music This is a key
insight to keep in mind when searching for
influencers as you explore the leaders in these
categories
Working from the starting point of your audience
to your influencer will increase the effectiveness of
your influencer campaign by targeting your
marketing efforts to those who are genuinely
interested in hearing about your brand and
content
10
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos
success or lack thereof This can also affect your brand and damage it beyond repair When a consumer
is driven from the influencer to your site (via content) and has a negative experience due to your lack
of planning the odds of them interacting with your again are slim It would have been better and more
effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together
meaningful data from an influencer Campaign look at click engagement on links within the post as
well as from social posts when the content was promoted Set up and track conversion paths to
measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion
data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down
by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
11
Read the Dumb amp Dumber blog post
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this
insight there is no real gage on the possible return on investment and no understanding of how the
campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer
marketing grows in popularity the competitive landscape for the influencers themselves has grown It is
no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
12
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
13
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about
the long-term discoverability of your brandrsquos content by the target audience in search and social The
challenge facing organizations today is ensuring their content continues to be discovered throughout the
new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so
off of your site Working with influencers helps you get in front of and continue to develop your target
audience in a way that feels more natural and organic to you and your customers
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams efficiently understand and improve on the impact and engagement of a organizationrsquos content across its web presence gShiftrsquos software infrastructure has been collecting and storing web presence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and software as they optimize their time to improve the discoverability and the sharing of their content gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
14
gshiftlabscom gShiftLabs facebookcomgshiftlabssalesgshiftlabscom 1 866 743 5960
Audience Development amp DiscoverabilityBringing SEO amp Influencer Marketing Together
The game of marketing is continuously evolving As consumers change their behavior online marketers
must also adapt their strategies to keep up We are seeing one such change now with the growth and
development of Influencer Marketing
Going back a few years it was easy to design your content for best practices of on-site SEO and get dis-
covered Today the off-site distribution of your content plays a much bigger role in being found by your
target market Unfortunately content distribution is still one of the most significantly missed
opportunities in content marketing and digital marketing execution
Marketing is about constantly developing your audience and getting in front of them when they are in
the buying process Brands have turned more and more to social for content and message distribution
as your entire addressable market is represented online But first you have to identify your audience
and find the best ways to engage with them
The challenge of content distribution is precisely one of the problems that influencer marketing solves
Finding an influencer who has access to your target audience is an effective clever and cost-
effective way to develop your audience Influencer marketing is the tactic of working with key and
strategic advocates as a way to reach a specific target market with your brandrsquos message It is the
partnership of people on social media who are considered to be credible authentic engaged and have a
significant audience
Influencer marketing is an incredibly fast growing
tactic with reports such as one published by Forbes
showing an up to 37 higher retention rate in
customers gained
2
For brands diving into influencer marketing without a strategy or proper insight into engagement and
conversion data can leave you without a clear picture of a programrsquos success or lack thereof How can
you expect to maximize your return and streamline your online efforts if there is no insight of whatrsquos
working and whatrsquos not Analytics on how your influencers are working and if they are driving the right
traffic back to your site is critical
In This Guide You Will Learn
1 Why Influencer Marketing Should Be in Your Marketing Mix 4
Channel of Distribution 4
The Power of Word-of-Mouth 5
The Off-Site Challenge of Influencer Marketing 6
Cost Effective 6
2 The Link Between SEO Data and Influencers 7
3 Discoverability and Audience Development 9
Designing an Influencer Marketing Campaign 9
for Audience Development
4 Influencer Analytics and Reporting 11
Analytics Matter for Both Brands and Influencers 12
5 Getting Started Checklist 13
6 Summary 14
3
4
1 Why Influencer Marketing Should Be in Your Marketing Mix
Channel of DistributionSimply creating great content is not enough Content needs to be amplified beyond just the audience of
the organization Currently marketers are not spending enough time or budget distributing content Of
those surveyed approximately 87 of businesses spend less than 10 of their marketing budget on
distribution (gShift)
ldquoA content strategy without a
distribution strategy is FAILrdquo
~ Krista LaRiviere Co-Founder amp CEO gShift TWEET THIS
5
Including influencer marketing in your marketing mix enables you to reach a new audience through
established and trusted thought leaders It helps amplify your message beyond what you would be
capable of achieving with your social platforms and to the right audience
The Power of Word-of-Mouth1 in 3 people come to a brand through a recommendation and customers who were referred to the
brand have a 37 higher retention rate (Deloitte) than those who were not referred What we can gather
from this insight is not only is word of mouth attracting a significant amount of buyers but these buyers
are better customers
Influencer marketing is a form of word of mouth marketing and one of the reasons it works so well is
because of the trust formed between the influencer and their followers Brandsrsquo content is viewed as
biased so consumers will go online and check reviews before making any purchasing decisions
Influencers are seen as an unbiased source of information and have gathered a loyal following since
they are transparent personable authentic and provide valuable content to their audience
The Off-Site Challenge of Influencer MarketingWhile many organizations are starting to
understand the need for distribution and influence
they lack visibility into the metrics required to
properly evaluate their off-site content and
influencer performance
The off-site and on-site customer journey is no
longer a straight line Rather potential customers
will engage through several off-site channels in
whatever order suits them best and will go in and
out of an organizationrsquos sales funnel before
choosing to self-identify make contact and
convert Consumers lead the charge in how they
decide to engage with brands and their content
Instead of trying to push your message through
television ads or using social media as an
advertising platform leverage the trust influencers
have with their followers and provide their
audience with content they are genuinely
interested in and will want to engage with
Cost Effective
As with most marketing initiatives sales and ROI
are a main focus for brands investing in
influencer marketing With the size of potential
audience and the impact some influencers have
this ROI has quickly become the channel with the
highest return on investment According to
Tomoson businesses make $650 for every $1
invested in influencer marketing
Given this data is is not surprising influencer
marketing has become a critical component of a
brandrsquos digital marketing mix with 60 of brands
planning on increasing their influencer marketing
budgets (Adweek) Between the potential financial
return and audience data marketers can gain with
detailed engagement reports there are minimal
dollars wasted using influencer marketing
6
Businesses make $650 for every
$1 invested in influencer marketing
Data Tomoson
2 The Link Between SEO Data and Influencers
The use of nfluencers is an extension of your digital marketing plan You need to put the same level of
strategizing and planning into influencer marketing as you would for any other tactic in your mix
Before seeking out influencers
understand the keywords and
key messages you want to use
for the campaign This data will
be critical in identifying the right
individuals to help promote and
build on your content
Donrsquot be afraid of using long tail
keywords when searching for influencers The key to influencer
marketing is to be as precise as possible with your selection Unlike traditional SEO which often casts a
wider net using the right influencers can get you in front of a very specific segment of your audience
7
Influencers are also adapting and have become savvy to optimizing their content for specific topics and
keywords This is beneficial for two reasons Firstly it can help make it even easier to identify
influencers who are truly aligned with your content Secondly it means their content is likely to perform
even stronger in search and social To ensure your influencers are optimizing their content to align with
yours arm them with the assets and data they need to be successful for your brand
At the end of the day all digital marketing is about SEO This includes influencer marketing A fact
shared by marketing expert Lee Odden at Content Marketing World 2015
8
Are you considering adding Influencer
Marketing to your mix Download our
influencer marketing toolkit to ensure
your brand ambassadors have
everything they need
httpgshiftit4qyw08x
3 Discoverability and Audience Development
Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main
outcomes the marketer is attempting to achieve are
1) developing and finding the audiencehellip the entire target market is out there in social How do
you find the people who have the attention of your audience and
2) lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability
specifically within your target audience Influencer content can rank for keywords within your strategy
and improve authority in a more organic and genuine way
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you
need to take an audience-centric approach Focus on the audience before thinking about the type of
influencer you want to partner with
Start by clearly defining your audience and identifying what and who makes them tick Ask yourself
some of these questions
bull What do they care about
bull Where do they hang out online Vine Reddit Snapchat
bull Who do they listen to
bull What is their buying journey (how do they discover evaluate decide and purchase)
9
Focusing on the makeup of your audience will help
you create a search strategy when it comes to
finding the ideal influencer
The beauty of influencer marketing is you have the
opportunity to reach exactly who you are trying
to target ndash you donrsquot have to worry about wasted
marketing dollars if you choose the right
influencers with the right audiences You need
to understand your audience before picking your
influencers which goes beyond just their
demographics
Each person has his or her lifestyle and
personality that demographics donrsquot portray
Taking an audience-centric approach to
influencer marketing requires you to get a grasp
on what your audience is interested in Using
social listening or audience intelligence platforms
will help you understand your target audiencesrsquo
interests
A common misconception is that a brand needs
influencers who represent the category the brand
is in
For example if you are a marketer for a video
gaming console interested in an influencer
marketing campaign your initial thought might be
to reach out to fellow video game influencers on
YouTube
This could work but you have other options you
should explore If you do some research you might
discover that your target audience is also
interested in sports and indie music This is a key
insight to keep in mind when searching for
influencers as you explore the leaders in these
categories
Working from the starting point of your audience
to your influencer will increase the effectiveness of
your influencer campaign by targeting your
marketing efforts to those who are genuinely
interested in hearing about your brand and
content
10
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos
success or lack thereof This can also affect your brand and damage it beyond repair When a consumer
is driven from the influencer to your site (via content) and has a negative experience due to your lack
of planning the odds of them interacting with your again are slim It would have been better and more
effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together
meaningful data from an influencer Campaign look at click engagement on links within the post as
well as from social posts when the content was promoted Set up and track conversion paths to
measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion
data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down
by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
11
Read the Dumb amp Dumber blog post
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this
insight there is no real gage on the possible return on investment and no understanding of how the
campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer
marketing grows in popularity the competitive landscape for the influencers themselves has grown It is
no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
12
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
13
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about
the long-term discoverability of your brandrsquos content by the target audience in search and social The
challenge facing organizations today is ensuring their content continues to be discovered throughout the
new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so
off of your site Working with influencers helps you get in front of and continue to develop your target
audience in a way that feels more natural and organic to you and your customers
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams efficiently understand and improve on the impact and engagement of a organizationrsquos content across its web presence gShiftrsquos software infrastructure has been collecting and storing web presence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and software as they optimize their time to improve the discoverability and the sharing of their content gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
14
gshiftlabscom gShiftLabs facebookcomgshiftlabssalesgshiftlabscom 1 866 743 5960
For brands diving into influencer marketing without a strategy or proper insight into engagement and
conversion data can leave you without a clear picture of a programrsquos success or lack thereof How can
you expect to maximize your return and streamline your online efforts if there is no insight of whatrsquos
working and whatrsquos not Analytics on how your influencers are working and if they are driving the right
traffic back to your site is critical
In This Guide You Will Learn
1 Why Influencer Marketing Should Be in Your Marketing Mix 4
Channel of Distribution 4
The Power of Word-of-Mouth 5
The Off-Site Challenge of Influencer Marketing 6
Cost Effective 6
2 The Link Between SEO Data and Influencers 7
3 Discoverability and Audience Development 9
Designing an Influencer Marketing Campaign 9
for Audience Development
4 Influencer Analytics and Reporting 11
Analytics Matter for Both Brands and Influencers 12
5 Getting Started Checklist 13
6 Summary 14
3
4
1 Why Influencer Marketing Should Be in Your Marketing Mix
Channel of DistributionSimply creating great content is not enough Content needs to be amplified beyond just the audience of
the organization Currently marketers are not spending enough time or budget distributing content Of
those surveyed approximately 87 of businesses spend less than 10 of their marketing budget on
distribution (gShift)
ldquoA content strategy without a
distribution strategy is FAILrdquo
~ Krista LaRiviere Co-Founder amp CEO gShift TWEET THIS
5
Including influencer marketing in your marketing mix enables you to reach a new audience through
established and trusted thought leaders It helps amplify your message beyond what you would be
capable of achieving with your social platforms and to the right audience
The Power of Word-of-Mouth1 in 3 people come to a brand through a recommendation and customers who were referred to the
brand have a 37 higher retention rate (Deloitte) than those who were not referred What we can gather
from this insight is not only is word of mouth attracting a significant amount of buyers but these buyers
are better customers
Influencer marketing is a form of word of mouth marketing and one of the reasons it works so well is
because of the trust formed between the influencer and their followers Brandsrsquo content is viewed as
biased so consumers will go online and check reviews before making any purchasing decisions
Influencers are seen as an unbiased source of information and have gathered a loyal following since
they are transparent personable authentic and provide valuable content to their audience
The Off-Site Challenge of Influencer MarketingWhile many organizations are starting to
understand the need for distribution and influence
they lack visibility into the metrics required to
properly evaluate their off-site content and
influencer performance
The off-site and on-site customer journey is no
longer a straight line Rather potential customers
will engage through several off-site channels in
whatever order suits them best and will go in and
out of an organizationrsquos sales funnel before
choosing to self-identify make contact and
convert Consumers lead the charge in how they
decide to engage with brands and their content
Instead of trying to push your message through
television ads or using social media as an
advertising platform leverage the trust influencers
have with their followers and provide their
audience with content they are genuinely
interested in and will want to engage with
Cost Effective
As with most marketing initiatives sales and ROI
are a main focus for brands investing in
influencer marketing With the size of potential
audience and the impact some influencers have
this ROI has quickly become the channel with the
highest return on investment According to
Tomoson businesses make $650 for every $1
invested in influencer marketing
Given this data is is not surprising influencer
marketing has become a critical component of a
brandrsquos digital marketing mix with 60 of brands
planning on increasing their influencer marketing
budgets (Adweek) Between the potential financial
return and audience data marketers can gain with
detailed engagement reports there are minimal
dollars wasted using influencer marketing
6
Businesses make $650 for every
$1 invested in influencer marketing
Data Tomoson
2 The Link Between SEO Data and Influencers
The use of nfluencers is an extension of your digital marketing plan You need to put the same level of
strategizing and planning into influencer marketing as you would for any other tactic in your mix
Before seeking out influencers
understand the keywords and
key messages you want to use
for the campaign This data will
be critical in identifying the right
individuals to help promote and
build on your content
Donrsquot be afraid of using long tail
keywords when searching for influencers The key to influencer
marketing is to be as precise as possible with your selection Unlike traditional SEO which often casts a
wider net using the right influencers can get you in front of a very specific segment of your audience
7
Influencers are also adapting and have become savvy to optimizing their content for specific topics and
keywords This is beneficial for two reasons Firstly it can help make it even easier to identify
influencers who are truly aligned with your content Secondly it means their content is likely to perform
even stronger in search and social To ensure your influencers are optimizing their content to align with
yours arm them with the assets and data they need to be successful for your brand
At the end of the day all digital marketing is about SEO This includes influencer marketing A fact
shared by marketing expert Lee Odden at Content Marketing World 2015
8
Are you considering adding Influencer
Marketing to your mix Download our
influencer marketing toolkit to ensure
your brand ambassadors have
everything they need
httpgshiftit4qyw08x
3 Discoverability and Audience Development
Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main
outcomes the marketer is attempting to achieve are
1) developing and finding the audiencehellip the entire target market is out there in social How do
you find the people who have the attention of your audience and
2) lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability
specifically within your target audience Influencer content can rank for keywords within your strategy
and improve authority in a more organic and genuine way
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you
need to take an audience-centric approach Focus on the audience before thinking about the type of
influencer you want to partner with
Start by clearly defining your audience and identifying what and who makes them tick Ask yourself
some of these questions
bull What do they care about
bull Where do they hang out online Vine Reddit Snapchat
bull Who do they listen to
bull What is their buying journey (how do they discover evaluate decide and purchase)
9
Focusing on the makeup of your audience will help
you create a search strategy when it comes to
finding the ideal influencer
The beauty of influencer marketing is you have the
opportunity to reach exactly who you are trying
to target ndash you donrsquot have to worry about wasted
marketing dollars if you choose the right
influencers with the right audiences You need
to understand your audience before picking your
influencers which goes beyond just their
demographics
Each person has his or her lifestyle and
personality that demographics donrsquot portray
Taking an audience-centric approach to
influencer marketing requires you to get a grasp
on what your audience is interested in Using
social listening or audience intelligence platforms
will help you understand your target audiencesrsquo
interests
A common misconception is that a brand needs
influencers who represent the category the brand
is in
For example if you are a marketer for a video
gaming console interested in an influencer
marketing campaign your initial thought might be
to reach out to fellow video game influencers on
YouTube
This could work but you have other options you
should explore If you do some research you might
discover that your target audience is also
interested in sports and indie music This is a key
insight to keep in mind when searching for
influencers as you explore the leaders in these
categories
Working from the starting point of your audience
to your influencer will increase the effectiveness of
your influencer campaign by targeting your
marketing efforts to those who are genuinely
interested in hearing about your brand and
content
10
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos
success or lack thereof This can also affect your brand and damage it beyond repair When a consumer
is driven from the influencer to your site (via content) and has a negative experience due to your lack
of planning the odds of them interacting with your again are slim It would have been better and more
effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together
meaningful data from an influencer Campaign look at click engagement on links within the post as
well as from social posts when the content was promoted Set up and track conversion paths to
measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion
data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down
by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
11
Read the Dumb amp Dumber blog post
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this
insight there is no real gage on the possible return on investment and no understanding of how the
campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer
marketing grows in popularity the competitive landscape for the influencers themselves has grown It is
no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
12
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
13
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about
the long-term discoverability of your brandrsquos content by the target audience in search and social The
challenge facing organizations today is ensuring their content continues to be discovered throughout the
new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so
off of your site Working with influencers helps you get in front of and continue to develop your target
audience in a way that feels more natural and organic to you and your customers
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams efficiently understand and improve on the impact and engagement of a organizationrsquos content across its web presence gShiftrsquos software infrastructure has been collecting and storing web presence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and software as they optimize their time to improve the discoverability and the sharing of their content gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
14
gshiftlabscom gShiftLabs facebookcomgshiftlabssalesgshiftlabscom 1 866 743 5960
4
1 Why Influencer Marketing Should Be in Your Marketing Mix
Channel of DistributionSimply creating great content is not enough Content needs to be amplified beyond just the audience of
the organization Currently marketers are not spending enough time or budget distributing content Of
those surveyed approximately 87 of businesses spend less than 10 of their marketing budget on
distribution (gShift)
ldquoA content strategy without a
distribution strategy is FAILrdquo
~ Krista LaRiviere Co-Founder amp CEO gShift TWEET THIS
5
Including influencer marketing in your marketing mix enables you to reach a new audience through
established and trusted thought leaders It helps amplify your message beyond what you would be
capable of achieving with your social platforms and to the right audience
The Power of Word-of-Mouth1 in 3 people come to a brand through a recommendation and customers who were referred to the
brand have a 37 higher retention rate (Deloitte) than those who were not referred What we can gather
from this insight is not only is word of mouth attracting a significant amount of buyers but these buyers
are better customers
Influencer marketing is a form of word of mouth marketing and one of the reasons it works so well is
because of the trust formed between the influencer and their followers Brandsrsquo content is viewed as
biased so consumers will go online and check reviews before making any purchasing decisions
Influencers are seen as an unbiased source of information and have gathered a loyal following since
they are transparent personable authentic and provide valuable content to their audience
The Off-Site Challenge of Influencer MarketingWhile many organizations are starting to
understand the need for distribution and influence
they lack visibility into the metrics required to
properly evaluate their off-site content and
influencer performance
The off-site and on-site customer journey is no
longer a straight line Rather potential customers
will engage through several off-site channels in
whatever order suits them best and will go in and
out of an organizationrsquos sales funnel before
choosing to self-identify make contact and
convert Consumers lead the charge in how they
decide to engage with brands and their content
Instead of trying to push your message through
television ads or using social media as an
advertising platform leverage the trust influencers
have with their followers and provide their
audience with content they are genuinely
interested in and will want to engage with
Cost Effective
As with most marketing initiatives sales and ROI
are a main focus for brands investing in
influencer marketing With the size of potential
audience and the impact some influencers have
this ROI has quickly become the channel with the
highest return on investment According to
Tomoson businesses make $650 for every $1
invested in influencer marketing
Given this data is is not surprising influencer
marketing has become a critical component of a
brandrsquos digital marketing mix with 60 of brands
planning on increasing their influencer marketing
budgets (Adweek) Between the potential financial
return and audience data marketers can gain with
detailed engagement reports there are minimal
dollars wasted using influencer marketing
6
Businesses make $650 for every
$1 invested in influencer marketing
Data Tomoson
2 The Link Between SEO Data and Influencers
The use of nfluencers is an extension of your digital marketing plan You need to put the same level of
strategizing and planning into influencer marketing as you would for any other tactic in your mix
Before seeking out influencers
understand the keywords and
key messages you want to use
for the campaign This data will
be critical in identifying the right
individuals to help promote and
build on your content
Donrsquot be afraid of using long tail
keywords when searching for influencers The key to influencer
marketing is to be as precise as possible with your selection Unlike traditional SEO which often casts a
wider net using the right influencers can get you in front of a very specific segment of your audience
7
Influencers are also adapting and have become savvy to optimizing their content for specific topics and
keywords This is beneficial for two reasons Firstly it can help make it even easier to identify
influencers who are truly aligned with your content Secondly it means their content is likely to perform
even stronger in search and social To ensure your influencers are optimizing their content to align with
yours arm them with the assets and data they need to be successful for your brand
At the end of the day all digital marketing is about SEO This includes influencer marketing A fact
shared by marketing expert Lee Odden at Content Marketing World 2015
8
Are you considering adding Influencer
Marketing to your mix Download our
influencer marketing toolkit to ensure
your brand ambassadors have
everything they need
httpgshiftit4qyw08x
3 Discoverability and Audience Development
Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main
outcomes the marketer is attempting to achieve are
1) developing and finding the audiencehellip the entire target market is out there in social How do
you find the people who have the attention of your audience and
2) lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability
specifically within your target audience Influencer content can rank for keywords within your strategy
and improve authority in a more organic and genuine way
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you
need to take an audience-centric approach Focus on the audience before thinking about the type of
influencer you want to partner with
Start by clearly defining your audience and identifying what and who makes them tick Ask yourself
some of these questions
bull What do they care about
bull Where do they hang out online Vine Reddit Snapchat
bull Who do they listen to
bull What is their buying journey (how do they discover evaluate decide and purchase)
9
Focusing on the makeup of your audience will help
you create a search strategy when it comes to
finding the ideal influencer
The beauty of influencer marketing is you have the
opportunity to reach exactly who you are trying
to target ndash you donrsquot have to worry about wasted
marketing dollars if you choose the right
influencers with the right audiences You need
to understand your audience before picking your
influencers which goes beyond just their
demographics
Each person has his or her lifestyle and
personality that demographics donrsquot portray
Taking an audience-centric approach to
influencer marketing requires you to get a grasp
on what your audience is interested in Using
social listening or audience intelligence platforms
will help you understand your target audiencesrsquo
interests
A common misconception is that a brand needs
influencers who represent the category the brand
is in
For example if you are a marketer for a video
gaming console interested in an influencer
marketing campaign your initial thought might be
to reach out to fellow video game influencers on
YouTube
This could work but you have other options you
should explore If you do some research you might
discover that your target audience is also
interested in sports and indie music This is a key
insight to keep in mind when searching for
influencers as you explore the leaders in these
categories
Working from the starting point of your audience
to your influencer will increase the effectiveness of
your influencer campaign by targeting your
marketing efforts to those who are genuinely
interested in hearing about your brand and
content
10
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos
success or lack thereof This can also affect your brand and damage it beyond repair When a consumer
is driven from the influencer to your site (via content) and has a negative experience due to your lack
of planning the odds of them interacting with your again are slim It would have been better and more
effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together
meaningful data from an influencer Campaign look at click engagement on links within the post as
well as from social posts when the content was promoted Set up and track conversion paths to
measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion
data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down
by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
11
Read the Dumb amp Dumber blog post
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this
insight there is no real gage on the possible return on investment and no understanding of how the
campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer
marketing grows in popularity the competitive landscape for the influencers themselves has grown It is
no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
12
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
13
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about
the long-term discoverability of your brandrsquos content by the target audience in search and social The
challenge facing organizations today is ensuring their content continues to be discovered throughout the
new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so
off of your site Working with influencers helps you get in front of and continue to develop your target
audience in a way that feels more natural and organic to you and your customers
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams efficiently understand and improve on the impact and engagement of a organizationrsquos content across its web presence gShiftrsquos software infrastructure has been collecting and storing web presence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and software as they optimize their time to improve the discoverability and the sharing of their content gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
14
gshiftlabscom gShiftLabs facebookcomgshiftlabssalesgshiftlabscom 1 866 743 5960
5
Including influencer marketing in your marketing mix enables you to reach a new audience through
established and trusted thought leaders It helps amplify your message beyond what you would be
capable of achieving with your social platforms and to the right audience
The Power of Word-of-Mouth1 in 3 people come to a brand through a recommendation and customers who were referred to the
brand have a 37 higher retention rate (Deloitte) than those who were not referred What we can gather
from this insight is not only is word of mouth attracting a significant amount of buyers but these buyers
are better customers
Influencer marketing is a form of word of mouth marketing and one of the reasons it works so well is
because of the trust formed between the influencer and their followers Brandsrsquo content is viewed as
biased so consumers will go online and check reviews before making any purchasing decisions
Influencers are seen as an unbiased source of information and have gathered a loyal following since
they are transparent personable authentic and provide valuable content to their audience
The Off-Site Challenge of Influencer MarketingWhile many organizations are starting to
understand the need for distribution and influence
they lack visibility into the metrics required to
properly evaluate their off-site content and
influencer performance
The off-site and on-site customer journey is no
longer a straight line Rather potential customers
will engage through several off-site channels in
whatever order suits them best and will go in and
out of an organizationrsquos sales funnel before
choosing to self-identify make contact and
convert Consumers lead the charge in how they
decide to engage with brands and their content
Instead of trying to push your message through
television ads or using social media as an
advertising platform leverage the trust influencers
have with their followers and provide their
audience with content they are genuinely
interested in and will want to engage with
Cost Effective
As with most marketing initiatives sales and ROI
are a main focus for brands investing in
influencer marketing With the size of potential
audience and the impact some influencers have
this ROI has quickly become the channel with the
highest return on investment According to
Tomoson businesses make $650 for every $1
invested in influencer marketing
Given this data is is not surprising influencer
marketing has become a critical component of a
brandrsquos digital marketing mix with 60 of brands
planning on increasing their influencer marketing
budgets (Adweek) Between the potential financial
return and audience data marketers can gain with
detailed engagement reports there are minimal
dollars wasted using influencer marketing
6
Businesses make $650 for every
$1 invested in influencer marketing
Data Tomoson
2 The Link Between SEO Data and Influencers
The use of nfluencers is an extension of your digital marketing plan You need to put the same level of
strategizing and planning into influencer marketing as you would for any other tactic in your mix
Before seeking out influencers
understand the keywords and
key messages you want to use
for the campaign This data will
be critical in identifying the right
individuals to help promote and
build on your content
Donrsquot be afraid of using long tail
keywords when searching for influencers The key to influencer
marketing is to be as precise as possible with your selection Unlike traditional SEO which often casts a
wider net using the right influencers can get you in front of a very specific segment of your audience
7
Influencers are also adapting and have become savvy to optimizing their content for specific topics and
keywords This is beneficial for two reasons Firstly it can help make it even easier to identify
influencers who are truly aligned with your content Secondly it means their content is likely to perform
even stronger in search and social To ensure your influencers are optimizing their content to align with
yours arm them with the assets and data they need to be successful for your brand
At the end of the day all digital marketing is about SEO This includes influencer marketing A fact
shared by marketing expert Lee Odden at Content Marketing World 2015
8
Are you considering adding Influencer
Marketing to your mix Download our
influencer marketing toolkit to ensure
your brand ambassadors have
everything they need
httpgshiftit4qyw08x
3 Discoverability and Audience Development
Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main
outcomes the marketer is attempting to achieve are
1) developing and finding the audiencehellip the entire target market is out there in social How do
you find the people who have the attention of your audience and
2) lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability
specifically within your target audience Influencer content can rank for keywords within your strategy
and improve authority in a more organic and genuine way
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you
need to take an audience-centric approach Focus on the audience before thinking about the type of
influencer you want to partner with
Start by clearly defining your audience and identifying what and who makes them tick Ask yourself
some of these questions
bull What do they care about
bull Where do they hang out online Vine Reddit Snapchat
bull Who do they listen to
bull What is their buying journey (how do they discover evaluate decide and purchase)
9
Focusing on the makeup of your audience will help
you create a search strategy when it comes to
finding the ideal influencer
The beauty of influencer marketing is you have the
opportunity to reach exactly who you are trying
to target ndash you donrsquot have to worry about wasted
marketing dollars if you choose the right
influencers with the right audiences You need
to understand your audience before picking your
influencers which goes beyond just their
demographics
Each person has his or her lifestyle and
personality that demographics donrsquot portray
Taking an audience-centric approach to
influencer marketing requires you to get a grasp
on what your audience is interested in Using
social listening or audience intelligence platforms
will help you understand your target audiencesrsquo
interests
A common misconception is that a brand needs
influencers who represent the category the brand
is in
For example if you are a marketer for a video
gaming console interested in an influencer
marketing campaign your initial thought might be
to reach out to fellow video game influencers on
YouTube
This could work but you have other options you
should explore If you do some research you might
discover that your target audience is also
interested in sports and indie music This is a key
insight to keep in mind when searching for
influencers as you explore the leaders in these
categories
Working from the starting point of your audience
to your influencer will increase the effectiveness of
your influencer campaign by targeting your
marketing efforts to those who are genuinely
interested in hearing about your brand and
content
10
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos
success or lack thereof This can also affect your brand and damage it beyond repair When a consumer
is driven from the influencer to your site (via content) and has a negative experience due to your lack
of planning the odds of them interacting with your again are slim It would have been better and more
effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together
meaningful data from an influencer Campaign look at click engagement on links within the post as
well as from social posts when the content was promoted Set up and track conversion paths to
measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion
data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down
by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
11
Read the Dumb amp Dumber blog post
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this
insight there is no real gage on the possible return on investment and no understanding of how the
campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer
marketing grows in popularity the competitive landscape for the influencers themselves has grown It is
no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
12
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
13
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about
the long-term discoverability of your brandrsquos content by the target audience in search and social The
challenge facing organizations today is ensuring their content continues to be discovered throughout the
new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so
off of your site Working with influencers helps you get in front of and continue to develop your target
audience in a way that feels more natural and organic to you and your customers
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams efficiently understand and improve on the impact and engagement of a organizationrsquos content across its web presence gShiftrsquos software infrastructure has been collecting and storing web presence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and software as they optimize their time to improve the discoverability and the sharing of their content gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
14
gshiftlabscom gShiftLabs facebookcomgshiftlabssalesgshiftlabscom 1 866 743 5960
The Off-Site Challenge of Influencer MarketingWhile many organizations are starting to
understand the need for distribution and influence
they lack visibility into the metrics required to
properly evaluate their off-site content and
influencer performance
The off-site and on-site customer journey is no
longer a straight line Rather potential customers
will engage through several off-site channels in
whatever order suits them best and will go in and
out of an organizationrsquos sales funnel before
choosing to self-identify make contact and
convert Consumers lead the charge in how they
decide to engage with brands and their content
Instead of trying to push your message through
television ads or using social media as an
advertising platform leverage the trust influencers
have with their followers and provide their
audience with content they are genuinely
interested in and will want to engage with
Cost Effective
As with most marketing initiatives sales and ROI
are a main focus for brands investing in
influencer marketing With the size of potential
audience and the impact some influencers have
this ROI has quickly become the channel with the
highest return on investment According to
Tomoson businesses make $650 for every $1
invested in influencer marketing
Given this data is is not surprising influencer
marketing has become a critical component of a
brandrsquos digital marketing mix with 60 of brands
planning on increasing their influencer marketing
budgets (Adweek) Between the potential financial
return and audience data marketers can gain with
detailed engagement reports there are minimal
dollars wasted using influencer marketing
6
Businesses make $650 for every
$1 invested in influencer marketing
Data Tomoson
2 The Link Between SEO Data and Influencers
The use of nfluencers is an extension of your digital marketing plan You need to put the same level of
strategizing and planning into influencer marketing as you would for any other tactic in your mix
Before seeking out influencers
understand the keywords and
key messages you want to use
for the campaign This data will
be critical in identifying the right
individuals to help promote and
build on your content
Donrsquot be afraid of using long tail
keywords when searching for influencers The key to influencer
marketing is to be as precise as possible with your selection Unlike traditional SEO which often casts a
wider net using the right influencers can get you in front of a very specific segment of your audience
7
Influencers are also adapting and have become savvy to optimizing their content for specific topics and
keywords This is beneficial for two reasons Firstly it can help make it even easier to identify
influencers who are truly aligned with your content Secondly it means their content is likely to perform
even stronger in search and social To ensure your influencers are optimizing their content to align with
yours arm them with the assets and data they need to be successful for your brand
At the end of the day all digital marketing is about SEO This includes influencer marketing A fact
shared by marketing expert Lee Odden at Content Marketing World 2015
8
Are you considering adding Influencer
Marketing to your mix Download our
influencer marketing toolkit to ensure
your brand ambassadors have
everything they need
httpgshiftit4qyw08x
3 Discoverability and Audience Development
Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main
outcomes the marketer is attempting to achieve are
1) developing and finding the audiencehellip the entire target market is out there in social How do
you find the people who have the attention of your audience and
2) lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability
specifically within your target audience Influencer content can rank for keywords within your strategy
and improve authority in a more organic and genuine way
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you
need to take an audience-centric approach Focus on the audience before thinking about the type of
influencer you want to partner with
Start by clearly defining your audience and identifying what and who makes them tick Ask yourself
some of these questions
bull What do they care about
bull Where do they hang out online Vine Reddit Snapchat
bull Who do they listen to
bull What is their buying journey (how do they discover evaluate decide and purchase)
9
Focusing on the makeup of your audience will help
you create a search strategy when it comes to
finding the ideal influencer
The beauty of influencer marketing is you have the
opportunity to reach exactly who you are trying
to target ndash you donrsquot have to worry about wasted
marketing dollars if you choose the right
influencers with the right audiences You need
to understand your audience before picking your
influencers which goes beyond just their
demographics
Each person has his or her lifestyle and
personality that demographics donrsquot portray
Taking an audience-centric approach to
influencer marketing requires you to get a grasp
on what your audience is interested in Using
social listening or audience intelligence platforms
will help you understand your target audiencesrsquo
interests
A common misconception is that a brand needs
influencers who represent the category the brand
is in
For example if you are a marketer for a video
gaming console interested in an influencer
marketing campaign your initial thought might be
to reach out to fellow video game influencers on
YouTube
This could work but you have other options you
should explore If you do some research you might
discover that your target audience is also
interested in sports and indie music This is a key
insight to keep in mind when searching for
influencers as you explore the leaders in these
categories
Working from the starting point of your audience
to your influencer will increase the effectiveness of
your influencer campaign by targeting your
marketing efforts to those who are genuinely
interested in hearing about your brand and
content
10
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos
success or lack thereof This can also affect your brand and damage it beyond repair When a consumer
is driven from the influencer to your site (via content) and has a negative experience due to your lack
of planning the odds of them interacting with your again are slim It would have been better and more
effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together
meaningful data from an influencer Campaign look at click engagement on links within the post as
well as from social posts when the content was promoted Set up and track conversion paths to
measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion
data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down
by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
11
Read the Dumb amp Dumber blog post
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this
insight there is no real gage on the possible return on investment and no understanding of how the
campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer
marketing grows in popularity the competitive landscape for the influencers themselves has grown It is
no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
12
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
13
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about
the long-term discoverability of your brandrsquos content by the target audience in search and social The
challenge facing organizations today is ensuring their content continues to be discovered throughout the
new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so
off of your site Working with influencers helps you get in front of and continue to develop your target
audience in a way that feels more natural and organic to you and your customers
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams efficiently understand and improve on the impact and engagement of a organizationrsquos content across its web presence gShiftrsquos software infrastructure has been collecting and storing web presence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and software as they optimize their time to improve the discoverability and the sharing of their content gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
14
gshiftlabscom gShiftLabs facebookcomgshiftlabssalesgshiftlabscom 1 866 743 5960
2 The Link Between SEO Data and Influencers
The use of nfluencers is an extension of your digital marketing plan You need to put the same level of
strategizing and planning into influencer marketing as you would for any other tactic in your mix
Before seeking out influencers
understand the keywords and
key messages you want to use
for the campaign This data will
be critical in identifying the right
individuals to help promote and
build on your content
Donrsquot be afraid of using long tail
keywords when searching for influencers The key to influencer
marketing is to be as precise as possible with your selection Unlike traditional SEO which often casts a
wider net using the right influencers can get you in front of a very specific segment of your audience
7
Influencers are also adapting and have become savvy to optimizing their content for specific topics and
keywords This is beneficial for two reasons Firstly it can help make it even easier to identify
influencers who are truly aligned with your content Secondly it means their content is likely to perform
even stronger in search and social To ensure your influencers are optimizing their content to align with
yours arm them with the assets and data they need to be successful for your brand
At the end of the day all digital marketing is about SEO This includes influencer marketing A fact
shared by marketing expert Lee Odden at Content Marketing World 2015
8
Are you considering adding Influencer
Marketing to your mix Download our
influencer marketing toolkit to ensure
your brand ambassadors have
everything they need
httpgshiftit4qyw08x
3 Discoverability and Audience Development
Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main
outcomes the marketer is attempting to achieve are
1) developing and finding the audiencehellip the entire target market is out there in social How do
you find the people who have the attention of your audience and
2) lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability
specifically within your target audience Influencer content can rank for keywords within your strategy
and improve authority in a more organic and genuine way
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you
need to take an audience-centric approach Focus on the audience before thinking about the type of
influencer you want to partner with
Start by clearly defining your audience and identifying what and who makes them tick Ask yourself
some of these questions
bull What do they care about
bull Where do they hang out online Vine Reddit Snapchat
bull Who do they listen to
bull What is their buying journey (how do they discover evaluate decide and purchase)
9
Focusing on the makeup of your audience will help
you create a search strategy when it comes to
finding the ideal influencer
The beauty of influencer marketing is you have the
opportunity to reach exactly who you are trying
to target ndash you donrsquot have to worry about wasted
marketing dollars if you choose the right
influencers with the right audiences You need
to understand your audience before picking your
influencers which goes beyond just their
demographics
Each person has his or her lifestyle and
personality that demographics donrsquot portray
Taking an audience-centric approach to
influencer marketing requires you to get a grasp
on what your audience is interested in Using
social listening or audience intelligence platforms
will help you understand your target audiencesrsquo
interests
A common misconception is that a brand needs
influencers who represent the category the brand
is in
For example if you are a marketer for a video
gaming console interested in an influencer
marketing campaign your initial thought might be
to reach out to fellow video game influencers on
YouTube
This could work but you have other options you
should explore If you do some research you might
discover that your target audience is also
interested in sports and indie music This is a key
insight to keep in mind when searching for
influencers as you explore the leaders in these
categories
Working from the starting point of your audience
to your influencer will increase the effectiveness of
your influencer campaign by targeting your
marketing efforts to those who are genuinely
interested in hearing about your brand and
content
10
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos
success or lack thereof This can also affect your brand and damage it beyond repair When a consumer
is driven from the influencer to your site (via content) and has a negative experience due to your lack
of planning the odds of them interacting with your again are slim It would have been better and more
effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together
meaningful data from an influencer Campaign look at click engagement on links within the post as
well as from social posts when the content was promoted Set up and track conversion paths to
measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion
data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down
by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
11
Read the Dumb amp Dumber blog post
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this
insight there is no real gage on the possible return on investment and no understanding of how the
campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer
marketing grows in popularity the competitive landscape for the influencers themselves has grown It is
no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
12
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
13
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about
the long-term discoverability of your brandrsquos content by the target audience in search and social The
challenge facing organizations today is ensuring their content continues to be discovered throughout the
new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so
off of your site Working with influencers helps you get in front of and continue to develop your target
audience in a way that feels more natural and organic to you and your customers
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams efficiently understand and improve on the impact and engagement of a organizationrsquos content across its web presence gShiftrsquos software infrastructure has been collecting and storing web presence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and software as they optimize their time to improve the discoverability and the sharing of their content gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
14
gshiftlabscom gShiftLabs facebookcomgshiftlabssalesgshiftlabscom 1 866 743 5960
Influencers are also adapting and have become savvy to optimizing their content for specific topics and
keywords This is beneficial for two reasons Firstly it can help make it even easier to identify
influencers who are truly aligned with your content Secondly it means their content is likely to perform
even stronger in search and social To ensure your influencers are optimizing their content to align with
yours arm them with the assets and data they need to be successful for your brand
At the end of the day all digital marketing is about SEO This includes influencer marketing A fact
shared by marketing expert Lee Odden at Content Marketing World 2015
8
Are you considering adding Influencer
Marketing to your mix Download our
influencer marketing toolkit to ensure
your brand ambassadors have
everything they need
httpgshiftit4qyw08x
3 Discoverability and Audience Development
Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main
outcomes the marketer is attempting to achieve are
1) developing and finding the audiencehellip the entire target market is out there in social How do
you find the people who have the attention of your audience and
2) lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability
specifically within your target audience Influencer content can rank for keywords within your strategy
and improve authority in a more organic and genuine way
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you
need to take an audience-centric approach Focus on the audience before thinking about the type of
influencer you want to partner with
Start by clearly defining your audience and identifying what and who makes them tick Ask yourself
some of these questions
bull What do they care about
bull Where do they hang out online Vine Reddit Snapchat
bull Who do they listen to
bull What is their buying journey (how do they discover evaluate decide and purchase)
9
Focusing on the makeup of your audience will help
you create a search strategy when it comes to
finding the ideal influencer
The beauty of influencer marketing is you have the
opportunity to reach exactly who you are trying
to target ndash you donrsquot have to worry about wasted
marketing dollars if you choose the right
influencers with the right audiences You need
to understand your audience before picking your
influencers which goes beyond just their
demographics
Each person has his or her lifestyle and
personality that demographics donrsquot portray
Taking an audience-centric approach to
influencer marketing requires you to get a grasp
on what your audience is interested in Using
social listening or audience intelligence platforms
will help you understand your target audiencesrsquo
interests
A common misconception is that a brand needs
influencers who represent the category the brand
is in
For example if you are a marketer for a video
gaming console interested in an influencer
marketing campaign your initial thought might be
to reach out to fellow video game influencers on
YouTube
This could work but you have other options you
should explore If you do some research you might
discover that your target audience is also
interested in sports and indie music This is a key
insight to keep in mind when searching for
influencers as you explore the leaders in these
categories
Working from the starting point of your audience
to your influencer will increase the effectiveness of
your influencer campaign by targeting your
marketing efforts to those who are genuinely
interested in hearing about your brand and
content
10
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos
success or lack thereof This can also affect your brand and damage it beyond repair When a consumer
is driven from the influencer to your site (via content) and has a negative experience due to your lack
of planning the odds of them interacting with your again are slim It would have been better and more
effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together
meaningful data from an influencer Campaign look at click engagement on links within the post as
well as from social posts when the content was promoted Set up and track conversion paths to
measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion
data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down
by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
11
Read the Dumb amp Dumber blog post
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this
insight there is no real gage on the possible return on investment and no understanding of how the
campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer
marketing grows in popularity the competitive landscape for the influencers themselves has grown It is
no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
12
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
13
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about
the long-term discoverability of your brandrsquos content by the target audience in search and social The
challenge facing organizations today is ensuring their content continues to be discovered throughout the
new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so
off of your site Working with influencers helps you get in front of and continue to develop your target
audience in a way that feels more natural and organic to you and your customers
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams efficiently understand and improve on the impact and engagement of a organizationrsquos content across its web presence gShiftrsquos software infrastructure has been collecting and storing web presence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and software as they optimize their time to improve the discoverability and the sharing of their content gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
14
gshiftlabscom gShiftLabs facebookcomgshiftlabssalesgshiftlabscom 1 866 743 5960
3 Discoverability and Audience Development
Name any digital marketing tactic (ie email marketing SEO retargeting PPC etc) Two main
outcomes the marketer is attempting to achieve are
1) developing and finding the audiencehellip the entire target market is out there in social How do
you find the people who have the attention of your audience and
2) lead generation and sales
When optimized properly an influencer marketing campaign can have a great impact on discoverability
specifically within your target audience Influencer content can rank for keywords within your strategy
and improve authority in a more organic and genuine way
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you
need to take an audience-centric approach Focus on the audience before thinking about the type of
influencer you want to partner with
Start by clearly defining your audience and identifying what and who makes them tick Ask yourself
some of these questions
bull What do they care about
bull Where do they hang out online Vine Reddit Snapchat
bull Who do they listen to
bull What is their buying journey (how do they discover evaluate decide and purchase)
9
Focusing on the makeup of your audience will help
you create a search strategy when it comes to
finding the ideal influencer
The beauty of influencer marketing is you have the
opportunity to reach exactly who you are trying
to target ndash you donrsquot have to worry about wasted
marketing dollars if you choose the right
influencers with the right audiences You need
to understand your audience before picking your
influencers which goes beyond just their
demographics
Each person has his or her lifestyle and
personality that demographics donrsquot portray
Taking an audience-centric approach to
influencer marketing requires you to get a grasp
on what your audience is interested in Using
social listening or audience intelligence platforms
will help you understand your target audiencesrsquo
interests
A common misconception is that a brand needs
influencers who represent the category the brand
is in
For example if you are a marketer for a video
gaming console interested in an influencer
marketing campaign your initial thought might be
to reach out to fellow video game influencers on
YouTube
This could work but you have other options you
should explore If you do some research you might
discover that your target audience is also
interested in sports and indie music This is a key
insight to keep in mind when searching for
influencers as you explore the leaders in these
categories
Working from the starting point of your audience
to your influencer will increase the effectiveness of
your influencer campaign by targeting your
marketing efforts to those who are genuinely
interested in hearing about your brand and
content
10
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos
success or lack thereof This can also affect your brand and damage it beyond repair When a consumer
is driven from the influencer to your site (via content) and has a negative experience due to your lack
of planning the odds of them interacting with your again are slim It would have been better and more
effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together
meaningful data from an influencer Campaign look at click engagement on links within the post as
well as from social posts when the content was promoted Set up and track conversion paths to
measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion
data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down
by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
11
Read the Dumb amp Dumber blog post
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this
insight there is no real gage on the possible return on investment and no understanding of how the
campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer
marketing grows in popularity the competitive landscape for the influencers themselves has grown It is
no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
12
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
13
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about
the long-term discoverability of your brandrsquos content by the target audience in search and social The
challenge facing organizations today is ensuring their content continues to be discovered throughout the
new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so
off of your site Working with influencers helps you get in front of and continue to develop your target
audience in a way that feels more natural and organic to you and your customers
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams efficiently understand and improve on the impact and engagement of a organizationrsquos content across its web presence gShiftrsquos software infrastructure has been collecting and storing web presence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and software as they optimize their time to improve the discoverability and the sharing of their content gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
14
gshiftlabscom gShiftLabs facebookcomgshiftlabssalesgshiftlabscom 1 866 743 5960
Focusing on the makeup of your audience will help
you create a search strategy when it comes to
finding the ideal influencer
The beauty of influencer marketing is you have the
opportunity to reach exactly who you are trying
to target ndash you donrsquot have to worry about wasted
marketing dollars if you choose the right
influencers with the right audiences You need
to understand your audience before picking your
influencers which goes beyond just their
demographics
Each person has his or her lifestyle and
personality that demographics donrsquot portray
Taking an audience-centric approach to
influencer marketing requires you to get a grasp
on what your audience is interested in Using
social listening or audience intelligence platforms
will help you understand your target audiencesrsquo
interests
A common misconception is that a brand needs
influencers who represent the category the brand
is in
For example if you are a marketer for a video
gaming console interested in an influencer
marketing campaign your initial thought might be
to reach out to fellow video game influencers on
YouTube
This could work but you have other options you
should explore If you do some research you might
discover that your target audience is also
interested in sports and indie music This is a key
insight to keep in mind when searching for
influencers as you explore the leaders in these
categories
Working from the starting point of your audience
to your influencer will increase the effectiveness of
your influencer campaign by targeting your
marketing efforts to those who are genuinely
interested in hearing about your brand and
content
10
Successful influencer marketing campaigns take an
audience-centric approach to identifying influencers
TWEET THIS
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos
success or lack thereof This can also affect your brand and damage it beyond repair When a consumer
is driven from the influencer to your site (via content) and has a negative experience due to your lack
of planning the odds of them interacting with your again are slim It would have been better and more
effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together
meaningful data from an influencer Campaign look at click engagement on links within the post as
well as from social posts when the content was promoted Set up and track conversion paths to
measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion
data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down
by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
11
Read the Dumb amp Dumber blog post
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this
insight there is no real gage on the possible return on investment and no understanding of how the
campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer
marketing grows in popularity the competitive landscape for the influencers themselves has grown It is
no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
12
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
13
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about
the long-term discoverability of your brandrsquos content by the target audience in search and social The
challenge facing organizations today is ensuring their content continues to be discovered throughout the
new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so
off of your site Working with influencers helps you get in front of and continue to develop your target
audience in a way that feels more natural and organic to you and your customers
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams efficiently understand and improve on the impact and engagement of a organizationrsquos content across its web presence gShiftrsquos software infrastructure has been collecting and storing web presence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and software as they optimize their time to improve the discoverability and the sharing of their content gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
14
gshiftlabscom gShiftLabs facebookcomgshiftlabssalesgshiftlabscom 1 866 743 5960
4 Influencer Analytics and ReportingDiving into influencer marketing without a strategy can leave you without a clear picture of a programrsquos
success or lack thereof This can also affect your brand and damage it beyond repair When a consumer
is driven from the influencer to your site (via content) and has a negative experience due to your lack
of planning the odds of them interacting with your again are slim It would have been better and more
effective for you to have left them alone
Influencer analytics goes well beyond page views or social likes and shares In order together
meaningful data from an influencer Campaign look at click engagement on links within the post as
well as from social posts when the content was promoted Set up and track conversion paths to
measure a customerrsquos journey from the piece of influencer content to your website
This level of deeper influencer analytics provides proper insight into offsite engagement and conversion
data
Using smart URLs can provide very detailed metrics on influencer campaign performance broken down
by each influencer channel content type campaign and more
[Learn More Mastering Smart URLs A Content Marketerrsquos Guide to Tracking Off-Site Content]
11
Read the Dumb amp Dumber blog post
GET THE GUIDE
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this
insight there is no real gage on the possible return on investment and no understanding of how the
campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer
marketing grows in popularity the competitive landscape for the influencers themselves has grown It is
no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
12
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
13
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about
the long-term discoverability of your brandrsquos content by the target audience in search and social The
challenge facing organizations today is ensuring their content continues to be discovered throughout the
new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so
off of your site Working with influencers helps you get in front of and continue to develop your target
audience in a way that feels more natural and organic to you and your customers
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams efficiently understand and improve on the impact and engagement of a organizationrsquos content across its web presence gShiftrsquos software infrastructure has been collecting and storing web presence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and software as they optimize their time to improve the discoverability and the sharing of their content gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
14
gshiftlabscom gShiftLabs facebookcomgshiftlabssalesgshiftlabscom 1 866 743 5960
Analytics Matter for Both Brands and InfluencersInfluencer Analytics reports should be considered vital information for the organizations Without this
insight there is no real gage on the possible return on investment and no understanding of how the
campaign worked
These reports also for influencers who want to showcase their authority for future projects As influencer
marketing grows in popularity the competitive landscape for the influencers themselves has grown It is
no longer about the size of your audience influencers now need to prove the level of engagement can
they provide
12
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
13
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about
the long-term discoverability of your brandrsquos content by the target audience in search and social The
challenge facing organizations today is ensuring their content continues to be discovered throughout the
new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so
off of your site Working with influencers helps you get in front of and continue to develop your target
audience in a way that feels more natural and organic to you and your customers
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams efficiently understand and improve on the impact and engagement of a organizationrsquos content across its web presence gShiftrsquos software infrastructure has been collecting and storing web presence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and software as they optimize their time to improve the discoverability and the sharing of their content gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
14
gshiftlabscom gShiftLabs facebookcomgshiftlabssalesgshiftlabscom 1 866 743 5960
5 Getting Started Checklist
Set your goals Outline what you hope to achieve with influencer marketing such as brand awareness lead
generation sales etc Set realistic numbers to these goals and assign a timeline Set your budget This will impact your content strategy and influencer selection
Identify your audience Set parameters for your target audience including active social platforms geography reach
interests etc
Know your keywords List out 3-5 main keywords for the campaign List out 5-7 long-tail variations on the main keyword phrases
Map out your content campaign Determine how long your campaign will run How many influencers will be included What type of content and messaging will be included Write a campaign brief summarizing your target audience and content strategy
Find influencers who have an audience that matches your target market
Identify appropriate influencers based on content strategy and target audience Build a relationship with each influencer by engaging with them Get on their radar Ideally this
takes place well before a campaign even starts so the relationship can naturally grow and then continue once a campaign is over
Interact with amp set up influencers with content plan and analytics
Reach out to each influencer with personalized emails Provide them with high-level details on the campaign Whatrsquos in it for their audience Whatrsquos in it for the influencer
Negotiate with influencers on compensation and deliverables Provide an influencer brief for each influencer that outlines the agreed upon deliverables time
lines compensation key messaging and assets
13
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about
the long-term discoverability of your brandrsquos content by the target audience in search and social The
challenge facing organizations today is ensuring their content continues to be discovered throughout the
new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so
off of your site Working with influencers helps you get in front of and continue to develop your target
audience in a way that feels more natural and organic to you and your customers
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams efficiently understand and improve on the impact and engagement of a organizationrsquos content across its web presence gShiftrsquos software infrastructure has been collecting and storing web presence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and software as they optimize their time to improve the discoverability and the sharing of their content gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
14
gshiftlabscom gShiftLabs facebookcomgshiftlabssalesgshiftlabscom 1 866 743 5960
6 Summary
Influencer marketing follows the same line of thinking as every other aspect of marketing itrsquos about
the long-term discoverability of your brandrsquos content by the target audience in search and social The
challenge facing organizations today is ensuring their content continues to be discovered throughout the
new customer buying cycle and across any device
People want a relationship with your brand They want to inform themselves and are choosing to do so
off of your site Working with influencers helps you get in front of and continue to develop your target
audience in a way that feels more natural and organic to you and your customers
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams efficiently understand and improve on the impact and engagement of a organizationrsquos content across its web presence gShiftrsquos software infrastructure has been collecting and storing web presence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and software as they optimize their time to improve the discoverability and the sharing of their content gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
14
gshiftlabscom gShiftLabs facebookcomgshiftlabssalesgshiftlabscom 1 866 743 5960
