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Discover the top ways brands and communicators can leverage influencer marketing to reach their business goals. HOW TO BUILD YOUR BRAND WITH INFLUENCER MARKETING

How To Build Your Brand With Influencer Marketing

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Discover the top ways brands and communicators can

leverage influencer marketing to reach their business goals.

HOW TO BUILD YOUR BRAND WITH

INFLUENCER MARKETING

How do we seed the necessary PR buzz and generate initial in-terest in a newly released prod-uct or service?

1. Define The ConversationDefine the terms your customers would use in an online conversation about your industry and/or product category.

2. Identify The InfluencersListen to the conversation online and identify who is engag-ing in the discussion.

3. Engage With A Compelling OfferContact and engage the key individuals who can amplify your message with a compelling offer that adds value and helps you earn their attention.

4. Monitor Campaign GrowthMonitor the spread of your message throughout influencer networks as your campaign rolls out to measure the success of your amplification.

LAUNCH A PRODUCT

How can we drive more atten-dance and extend the commu-nity before, during, and after the event itself?

1. Identify Keywords & Search TermsUse the event vocabulary such as conference tracks or event market themes to identify the targeted conversation.

2. Identify Influencers By Theme & GeographyUsing the information learned, identify key influencers inter-ested in the type of event who will help you spread the mes-sage. By using geographic targeting, zero in on those people nearest to the event venue who may even attend them-selves.

3. Implement A Referral CampaignRaise awareness of your event among influencers and cre-ate special offers specifically for their audience to help drive registrations or ticket sales.

4. Engage Real-Time Promotions Dur-ing EventTo further drive community participation and engagement, implement real-time promotions during the event that utilize social media for amplification.

PROMOTE AN EVENT

How do we boost our “share of voice” and get more brand men-tions on social media?

1. Identify The Right DiscussionsIdentify the audience and conversations where your brand should be noticed and discussed.

2. Define Targeted Influencer Data-baseThink about the larger discussions in which your brand should be participating. These can be things like current news, community involvement, and any other PR-worthy items. Identify key players in those discussions who should be allied with your brand.

3. Introduce Your Brand To InfluencersContact those key influencer targets and work to build rela-tionships by directly engaging them in conversations. Work to activate their participation and amplification of your mes-sage. Reward them for helping you meet your goals.

4. Monitor Social Discussions For Brand MentionMonitor your brand online for new mentions and sentiment, along with your ability to garner a greater share of the influ-encer's voice. Launch targeted promotions and activate au-diences deeper in the network based on exposure and en-gagement.

BUILD BRAND AWARE-NESS

How do we find early adopters of a new product or service to jump start activation?

1. Identify Your Target Customer Per-sonasStart with your customer personas and their major interest areas. Use these interests to create lists of potential users who might adopt your product and broadcast their opinions.

2. Recruit Influencers Into Beta Pro-gramInvite influencers to engage in a beta program where they can test the new product and provide feedback. Be sure to give participants a way to contribute in how the product is designed and released.

3. Solicit Influencer User FeedbackRespond to influencer user feedback while sharing it with your team. Be sure to acknowledge actively engaged influ-encers by letting them know how their contribution has been heard and/or acted upon.

4. Proactively Monitor And Engage DiscussionsStay on top of the discussions and be sure to assist any in-fluencer engagement with their connected network as the opportunity or need arises.

ACCELERATE USER ADOPTION

How can we help key influ-encers and other potential ad-vocates connect with each other on a regular basis?

1. Identify The Common Attributes Of EachFind the common attributes among your market influ-encers and advocates.

2. Learn What Motivates Your MarketListen and observe your market to better understand what motivates them as customers, advocates, and influencers.

3. Create A Centralized Place For En-gagementCreate an invite-only forum or group and invite direct par-ticipation of like-minded influencers and advocates. Keep the community personal and small until it reaches critical mass, then open it up for wider audiences.

4. Connect With Community Mem-bersDirectly engage with active influencers on a personal level in addition to the group discussion in the community.

5. Listen And Engage AppropriatelyFollow your influencers and the conversation so that you may engage and contribute to the organic discussion as the opportunity may present itself.

BUILD A COMMUNITY

How can we work with partners to co-create new promotions and content?

1. Define TopicsUse your marketing assets and content to help identify spe-cific topic areas.

2. Identify Progressive InfluencersExamine your influencer database to find people who could help become content partners. Even people with disagree-ing opinions or attitudes could ultimately become unique, interesting content partners in your market.

3. Match Influencer PassionsReview your targeted influencers’ content to find those who are already passionate about topics relating to your cam-paign.

4. Engage With InfluencersReach out to those influencers who could be potential part-ners with a compelling offer to participate in content oppor-tunities along with you. Things like interviewing them for a webinar or co-writing a white paper can be interesting ways to connect with their audience and activate their followers.

DEVELOP PARTNER CHAN-NELS

How do we create new sales leads?

1. Define Your Best Customer ProfileIdentify the attributes of your best target customer profiles and target that type of buyer as most likely to respond to a promotion or campaign in your market.

2. Engage Your MarketSend your message to those targeted customer profiles and give them a promotional opportunity to activate them as a potential customer lead.

3. Amplify Your OfferProvide further incentives as a follow-up promotion for acti-vated prospects to then share the incentive to their own social networks.

4. Nurture The DatabaseContinue to provide educational content and additional promotional offers to convert those suspected opportuni-ties into activated, qualified prospects for new sales.

GENERATE NEW SALES LEADS

How do we become the trusted go-to source for information in our respective vertical market?

1. Develop Your Content Site & Chan-nelsBuild your market-specific website and respective social media channels. Listen to the market to determine topics and conversations of relevance to your market.

2. Publish Relevant ContentCurate and create content that focuses on those specific conversations and topics shown to be relevant and engaging to key influencers in your market.

3. Build DatabaseLeverage the content strategy to drive active subscriptions into your social CRM and email subscriber database.

4. Promote Content To DatabaseWhile the temptation is to only promote offers to the data-base, become the trusted advisor by regularly promoting content to your databases. Drive traffic back to your content site by publishing teaser content with a link back to the full article or video on the site.

BUILD MEDIA CHANNELS

ABOUT VERTICAL IN-FLUENCE

Vertical Influence is a social media influencer marketing solutions provider that helps brands am-plify their message while reducing customer acquisition costs and boosting return on marketing in-

vestment.

Contact us to learn more about our solutions and how we can help you meet your growth objectives.

[email protected]