Influencer Marketing Training Course

Course overview

• It's well-known that a recommendation from a trusted source is more persuasive than any other form of marketing. The patterns of recommendations and why some individuals are more influential than others have evolved into what we now call influencer marketing.
• The key question is, how do you find and engage with influencers who have the most impact and whose recommendations carry the most weight?
• This Influencer Marketing course will help you unlock the power of word-of-mouth marketing, providing insights into the psychology of influence, how to create a compelling proposition for influencers, and how to measure success.
• With influencer marketing being one of the fastest-growing channels for customer acquisition, this course is essential for anyone looking to leverage this powerful marketing strategy.

Benefits

• Understand the mindset of an influencer to tailor your strategy effectively
• Identify influencers and build a campaign that leverages their reach
• Create a compelling proposition to attract influencers
• Learn how word-of-mouth marketing through influencers can benefit your business or organisation
• Measure success in a meaningful way and understand what metrics to track
• Recognize legal requirements and avoid bad practices

Curriculum

Psychology of Influence

• Types of influencers – how to segment and utilize them, and the roles they excel in
• Why people trust recommendations
• Why influencers feel compelled to recommend
• What makes an influencer more likely to share something
• How to provide influencers with what they need to spark more conversations and recommendations
• Capturing the attention of an influencer
• Creating lifelong advocates
• What to avoid doing

Online vs. Offline Word of Mouth

• Comparing face-to-face conversations with social media, text, phone, and messenger services
• Understanding how online and offline interactions interweave and maximizing each medium
• Analyzing how much time people spend with different individuals and the opportunities for conversations throughout the day and week
• Identifying peak times for social media vs. real-world conversations
• Understanding what people are doing while having online conversations
• Correlation with other media consumption
• Differences between online and offline influencers and tailoring approaches accordingly

Building a Sticky Proposition For Influencers

• Finding and attracting influencers
• Elements needed to build a campaign that captures influencers' imagination
• Developing a proposition that influencers love
• Identifying and avoiding freebie hunters
• Determining how much you can ask of an influencer without payment

Legal Guidelines

• FTC guidelines on disclosure of promoted posts
• Ensuring a genuine experience for the influencer and their audience
• Rules and best practices for paying influencers

Measuring Effectiveness

• Measuring the success of influencer campaigns
• Defining what word-of-mouth success looks like
• Identifying the metrics that decision-makers care about
• Modeling offline word-of-mouth reach
• Measuring direct sales effects from influencer campaigns
• Proven measurement models

Who will benefit from this course?

• The Influencer Marketing course is designed for anyone interested in or responsible for planning or managing influencer marketing activities.
• It is suitable for those with little to no knowledge of the discipline, as well as those with some understanding of influencer marketing who seek comprehensive knowledge.
• Typical attendees include brand managers/directors, marketing managers/directors, account handlers, planners or strategists, PR and social media professionals.