Influencer Marketing Strategy: Do THIS To Grow Your Business in 2024

Summary

This video script offers a detailed guide on crafting an influencer marketing strategy, using Jamal's Cookies as a case study. It highlights the potential for high ROI in influencer marketing and emphasizes the importance of selecting influencers with a genuine connection to the brand. The script provides practical steps for influencer research, outreach, contract agreements, and campaign measurement. It also discusses common mistakes to avoid and features a successful Dunkin' campaign with TikTok star Charli D'Amelio. The video concludes by encouraging viewers to download HubSpot's free influencer marketing kit for further insights.

Takeaways

• 💰 Influencer marketing can yield a significant return on investment, with $1 spent potentially generating up to $20 in profit.
• 🍪 The speaker is creating an influencer marketing strategy for Jamal's Cookies, aiming to highlight their deliciousness and affordability.
• 👵 The speaker identifies Barbara Costello, a food influencer known as 'brunch with Babs', as a potential partner for the campaign.
• 📈 Engagement rate is crucial when selecting influencers, and different influencer tiers (mega, macro, micro, nano) have varying rates that can impact ROI.
• 🔍 It's important to research influencers at all levels to find the best fit for a brand, considering factors like audience interest and demographic match.
• 📝 When reaching out to influencers, clarity on goals, visual examples of desired campaigns, and simplicity in presenting data are essential.
• 🤝 Allowing influencers creative freedom within a well-defined brief tends to result in more authentic and engaging content for their audience.
• 📑 Contracts are vital in influencer partnerships, ensuring clear terms, responsibilities, compensation, content rights, and duration of the agreement.
• 📊 Post-campaign, tracking metrics like impressions, engagements, and website visits helps measure the success and ROI of the influencer marketing strategy.
• 📈 Dunkin' and Charli D'Amelio's successful influencer campaign led to a 57% increase in app downloads, demonstrating the power of strategic partnerships.
• 📚 HubSpot offers a free influencer marketing kit and ebook to guide businesses through the process of planning and executing successful influencer campaigns.

Q & A

What is the potential return on investment for influencer marketing according to the video?

The video states that for every $1 spent on influencer marketing, up to $20 of profit can be generated, indicating a 20x return on investment.

What is Jamal's Cookies and why is it mentioned in the video?

Jamal's Cookies is the business that the speaker is using as an example to demonstrate how to create an influencer marketing strategy.

Who is Barbara Costello and why is she considered for influencer marketing in the video?

Barbara Costello, also known as 'brunch with Babs,' is an influencer in the food space who is considered because she posts organic ads that resonate with her audience, making her a good fit for promoting Jamal's Cookies.

What is the significance of engagement rate in selecting an influencer?

Engagement rate is crucial as it indicates how well an influencer's content resonates with their audience. Influencers with higher engagement rates, even if they have fewer followers, can provide a better return on investment.

What is the term 'mega influencer' and how does it relate to engagement rates?

A 'mega influencer' is an account with over 1 million followers. The video mentions that mega influencers may have good but average engagement rates compared to macro, micro, and nano influencers, who might have smaller but more engaged audiences.

What is Alix Carey's Instagram handle and why is she considered in the video?

Alix Carey's Instagram handle is 'my kitchen drawer.' She is considered as a potential micro influencer for Jamal's Cookies due to her possibly more affordable rates and the potential for higher engagement despite a lower follower count.

What are some factors to consider when choosing an influencer for a campaign?

Factors include matching the product with the influencer's audience interests, the influencer's reach and location aligning with the target audience, demographic compatibility with the buyer persona, and the influencer's overall likability and reputation.

What are some tips for reaching out to influencers when starting an influencer marketing campaign?

Tips include stating your goals clearly, showing visual examples of other campaigns, keeping numbers simple, being clear on responsibilities, and allowing the influencer creative freedom while providing a brief on goals and intentions.

What should be included in an influencer marketing agreement?

An agreement should cover the extent of the partnership, method of compensation, type and amount of content, promotional requirements, approval process, content copyright, and sunset clauses specifying how long the sponsored content should stay live.

How can a business track and measure the success of an influencer marketing campaign?

A business can track and measure success by monitoring total impressions, engagements, clicks, and visits to their website as a result of the influencer's content. This data helps determine the return on investment and the value derived from different types of influencers and content.

What is the Dunkin' and Charli D'Amelio influencer campaign mentioned in the video, and what was its outcome?

The campaign involved Dunkin' creating a drink called 'The Charli,' inspired by Charli D'Amelio's usual order. Charli promoted it on TikTok, which led to a 57% increase in downloads of the Dunkin' app, achieving Dunkin's goal of increasing app installs.

What are some common mistakes to avoid when partnering with influencers according to the video?

Mistakes to avoid include forcing a product on an influencer whose audience isn't interested, prioritizing the number of followers over engagement, not defining clear goals and KPIs, not providing a well-thought-out brief, and not allowing influencers creative freedom within defined expectations.

What is the final recommendation for businesses interested in influencer marketing?

The video recommends downloading HubSpot's free influencer marketing kit, which includes templates used in the video and an ebook with comprehensive guidance on running a successful influencer campaign.