INFLUENCER MARKETING 101

Tortuga Marketing | Digital Marketing

Influencer Marketing: Influencer marketing should be honest and authentic. An influencer speaks about your product not because they are being paid to do so, but because they want to

WHY

Trust pays.

In an era where consumers have never been hungrier for reviews, ratings, and word-of-mouth recommendations, influencers are the key to unlocking their trust and dollars.

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TRUST

The average consumer today is very marketing-savvy. They don’t trust brands, and they prefer to skip ads. What they do trust, however, is recommendations from real people.

5 SIMPLE STEPS

Always have a plan.

Create a Plan

Build a List

Partner

Execute

Determine ROI

Start by mapping out the buyer's journey.

Create a list of potential influencers that might be a good fit for your business.

Reach out to influencers, and communicate your goals with them.

Schedule the first campaign, set expectations, and keep and open mind.

Use at least one metric to track your profitability

1. Create a Plan.

GOALS?

What are your goals for this campaign?

More Followers?

More Web Traffic?

More Sales?

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THE BUYER'S JOURNEY

it’s important to map out your customer’s journey.

The benefit of starting with the customer buyer journey is that you now know who they trust to navigate purchase decisions

2. Build a List.

USE ONLINE TOOLS

1. https://influence.co/
2. https://buzzsumo.com/
3. https://socialblade.com/

STAY ORGANIZED

1. Use a CRM tool.
2. Use an Excel Document
1. Pricing
2. Channel
3. Availability
4. Social Following
3. Create a Questionnaire

3. Partner.

WHAT ARE YOU OFFERING?

• Influencers are approached by a lot of brands.
• How is your company different?
• You need to offer them something worthwhile.

IDEAS

The following are common forms of payment:

• Cash: A specific $$ amount.
• Merchandise: Free products & services.
• Awareness: Re-posting their content to your audience.
• Commission: A percentage of Sales
• Hybrid: A combination of the above.

Don't Be Vague.

A common mistake is to reach out to influencers with vague requests.

Don’t Say...

“We’re big fans and think we could work together.”

“Do you want to partner in the future?”

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Be Specific

& Direct.

“We have a new product—would you create a YouTube video to promote it? We’ll pay you $XXXX.“

“We’re looking for a fashion influencer to co-host a pop up shop with us—we’ll split the sales generated from the event. Are you interested”

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4. Execute.

TIE IT ALL TOGETHER

• Select the top candidates
• Negotiate pricing
• Sign an agreement
• Set expectations
• Monitor results
• Monitor metrics that closely relate to your goals.
• Website traffic, follower increase, sales, etc.
• Rinse & Repeat

5. Determine ROI.

Return on investment (ROI): is a measure of the profit earned from each investment.

Gross Profit - Marketing Investment

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Marketing Investment

ROI Formula:

If Google Ad campaigns generates a 15% ROI and your Influencer Marketing generates 50% where would you continue to invest your marketing budget next time?

If your entire marketing budget only returns 6% and the stock market returns 12%, your company can earn more profit by investing in the stock market.

Easiest Way to Measure ROI

1. Track sales by using a specific coupon code.
2. Track conversions by using a specific landing page.

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Tortuga Marketing

We help brands engage audiences through top influencers, such as bloggers, vloggers and social media influencers. Using our unique expertise, we develop and execute creative influencer marketing strategies to amplify your brand story

Questions?