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Introduction to Influencer Marketing
Introduction to Influencer Marketing
About Course
2 Week Training Course Covering Influencer Marketing
This 2-session training course provides a comprehensive introduction to influencer marketing, equipping marketers with the skills to design and implement impactful campaigns.
Participants will gain a foundational understanding of influencer marketing, its role in modern digital strategies, and how it shapes customer perception. This course covers the different types of influencers (from mega to nano) and their impact on platforms like Instagram, YouTube, TikTok, and content. Participants will learn how to collaborate effectively with influencers through sponsorships, giveaways, and affiliate marketing while exploring successful campaign examples and strategies for measuring ROI.
Key topics include setting campaign goals, selecting the right talent, negotiating contracts, crafting detailed creative briefs, and navigating content approval. Participants will also learn how to track performance and align influencer campaigns with business objectives.
Ideal for B2B and B2C marketers in agencies, in-house teams, or brands, this course empowers you to grow or launch influencer marketing programs that drive results across the funnel.
Week 1
Introduction to Influencer Marketing
Objective:
- What is influencer marketing?
- Why influencer marketing is an integral part of Brand Marketing and customer perception.
Types of Influencers
Categories of Influencers:
- Mega, macro, micro, and nano influencers.
- Differences between them and the impacts of each group on the conversion funnel.
- Platform specific Influencers:
- Instagram, YouTube, TikTok, and blogs.
- Choosing the right platform.
How Influencer Marketing Works
How Brands Collaborate with Influencers:
- Sponsored content, product placements, affiliate marketing, gifting and giveaways.
- Negotiating terms and compensation models.
Influencer Marketing Campaigns:
- Examples of successful campaigns.
- ROI measurement and analytics.
Group Activity & Q&A
Case Study Discussion:
- Break participants into groups to analyse x3 influencer campaign case study.
- Discuss what worked, what didn’t, and lessons learned.
Q&A Session
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- Open the floor for participant questions on any topics covered.
Week 2
Building a successful influencer marketing launch campaign.
Objective:
To equip participants with the tools and strategies needed to plan and execute successful influencer marketing campaigns.
Defining Campaign Goals:
- Identifying the main KPI and secondary metrics e.g. reach, conversions, link clicks.
- Understanding the importance of aligning campaign goals with the wider business objectives.
Identifying The Right Talent & Contracts
- How to select influencers based on relevance, audience alignment, engagement rate, and authenticity.
- How to balance between different influencer types (mega, macro, micro, nano) for optimal impact.
- Tips for establishing trust and long term relationships with influencers.
- Best practices for negotiating terms, deliverables, and contract templates.
- Selecting the right platforms (Instagram, YouTube, TikTok, etc.) for your campaign goal and tailoring influencer partnerships to the chosen platform(s).
Briefing
- How to write clear, actionable briefs for influencers to ensure brand consistency and campaign objectives are met without stripping the talent of creative input.
- Elements to include in a brief: tone of voice, content format (photo, video, blog post), hashtags, campaign messaging, and legal requirements.
- Briefing talent’s content for paid social purposes.
Content Approval
- Key things to spot when approving content.
- Refilm feedback and how to navigate the conversation.
- Negotiating paid social, CRM rights to reuse content on branded platforms.
- Go live dates + scheduling.
Tracking and Reporting
- How to report accurately on campaigns.
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