INFLUENCER STRATEGY TEMPLATE
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This template helps you identify how your customers discover, decide, and buy. You can then specifically target influencers who can influence the decision-making process of your customers. Replace the existing information with your own examples.
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MARKETING GOAL: let's say we want to increase sales of Canon SLR camera to new parents looking to capture memories of their first baby. Here are the different stages of the customer's journey we can partner with social media influencers to move our prospects towards purchase.
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UnawareProblem AwareSolution AwareProduct AwareMost Aware
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Prospect has little or zero knowledge about your market or products. Prospect has a need and is starting to research their problem but unsure of how to solve it.
Your prospect knows there are products to solve their problem. But they are trying to educate themselves about different options. For example, should they buy a better phone with a camera? Difference between digital and digital SLR cameras?
Prospect knows your product exists and has considered competitiors. They are unsure which product best fits their needs. Prospect has decided on your product (or has narrowed the list to 2-3 options). Now, they are only looking for a deal to drive them to action.
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CONTEXT: CONTEXT: CONTEXT: CONTEXT: CONTEXT:
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What event leads them to your market?How do they first discover your product category?How do they educate themselves on different products? Who do they turn to for advice?Who influences their decision-making process? Your prospect is aware of your product, but unsure whether it is the best fit for their needs.How can influencers help sway the decision to buy? What will nudge the prospect towards purchase?
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CUSTOMER PERSPECTIVE: CUSTOMER PERSPECTIVE: CUSTOMER PERSPECTIVE: CUSTOMER PERSPECTIVE: CUSTOMER PERSPECTIVE:
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Going to have a baby! We need to start preparing and buying things.We have the basics (stroller, nursery). Is there anything we are forgeting to buy?We need a camera for our first baby. What's a good one? We know the two best options are: Canon versus Nikon. What's better for capturing faces versus sports? We're 90% sure Canon is the best choice for us. We'll likely buy.
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INFLUENCES: INFLUENCES: INFLUENCES: INFLUENCES: INFLUENCES:
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SitutationalPeers and friends Google searches Reviews online especially from parents who bought camera for same purposes Front-line staff such as the sales person at Best Buy
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Peers Lifestyle and parenting magazines Photography blogs Parenting blogs writing about photography—such as "how to decide the right camera for new parents"Friends and peers—such as hearing about a sale at Best Buy
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Popular blogs and parenting influencers Friends and Family (such as a photographer friend)Niche social media influencers Specials, coupons, and promotions they find on social channels
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Social media groups (such as New Parents on Facebook)Social media groups and "micro influencers" such as brand advocates Social ads that nudge them to buy
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CONVERSATION CLUSTERS: CONVERSATION CLUSTERS: CONVERSATION CLUSTERS: CONVERSATION CLUSTERS:CONVERSATION CLUSTERS:
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"Things we need for a new baby""Advice for new parents""What's a good starter camera?""Canon for portraits" "Order Canon online versus buying in store"
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"My first baby" "new born checklist" "5 best starter cameras" "Canon versus Nikon—what's the difference?" "Do you regret buying a Canon over a Nikon?"
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"Tips for expecting parents" "advice for first baby""Are digital cameras hard to use?""Difference between Canon and Nikon lens""Deals on Canon camera"
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"What is a digital SLR camera?""Is Canon a good choice for new parents?""Do Canon cameras go on sale?"
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Click here to learn how to monitor these conversations in Hootsuite's platformClick here to learn how to monitor these conversations in Hootsuite's platformClick here to learn how to monitor these conversations in Hootsuite's platformClick here to learn how to monitor these conversations in Hootsuite's platformClick here to learn how to monitor these conversations in Hootsuite's platform
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WAYS TO INFLUENCE: WAYS TO INFLUENCE: WAYS TO INFLUENCE: WAYS TO INFLUENCE:WAYS TO INFLUENCE:
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General awareness campaigns—though unless you have a comprehensive content strategy and large budget, it's best to start further down the funnelEducational content on Facebook and Instagram—("newborn checklist—don't forget to invest in a camera") Advocacy by photographer influencers on social channels Have parent influencer review your product on YouTube Photography influencers—such as Tweeting an article on "Canon Tutorial" which reminds parents to buy the product
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Sponsor social content on popular parenting blogs Credibility in the market as a top choice Have photography influencer review your product and advocate for itDeals and promotions for products shared on social channels by influencers—such as "free Skillshare course on photography with every purchase of a Canon"
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Partner with niche parenting influencers to share your educational content such as Pinterest board of new parent essentials
Education—such as photography tips aimed at new parents Host a Twitter chat answering questions about your camera Micro influencers—such as brand advocate sharing photos of their new baby captured by their Canon in a Facebook Group
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Create an Instagram gallery of new parenting tips Social contests amplified by influencers—such as "new parents enter to win a Canon camera to capture baby's first steps" Monitor product-specific keywords on social channels and respond with answers on Facebook, Twitter, Instagram Partnerships with influencers—such as photography blog selling an eBook for parents with a $50 rebate for Canon
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Have influencer create content (such as "5 things I know now as a new father") and have the content sponsored by your brand
Social ads—do a Q&A with photographer influencer about how to photograph babies and amplify with social adsBuild relationships with key influencers and micro influencers such as an amatuer photographer and new parent who writes a blog Relationships with front-line influencers (such as sales professionals) who feel a stronger connection to your brand and invested in your product
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Click here to learn how to find influencers with Hootsuite's AnalyticsClick here to learn how to find influencers with Hootsuite's AnalyticsClick here to learn how to find influencers with Hootsuite's AnalyticsClick here to learn how to find influencers with Hootsuite's AnalyticsClick here to learn how to find influencers with Hootsuite's Analytics
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DIRECT IMPACT ON SALES: DIRECT IMPACT ON SALES: DIRECT IMPACT ON SALES:DIRECT IMPACT ON SALES: DIRECT IMPACT ON SALES:
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Low—to start, focus your influencer marketing strategy further down the funnel.Low—if you have a large budget, this can work. To start, focus further down the funnel. Moderate—smart brands will work to shape early buying criteria here. High—while building influence through the entire funnel is key, it's easier to track a direct line here between social and revenue.
High—this is the last mile of conversion and extra nudges can boost sales. It's easy to track the direct relationship between social and ROI here.
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Advanced strategy: build personas for different customers influenced by situations that lead to purchases (such as "going on vacation, having a baby, starting a new business").
Advanced strategy: focus on influencing the influencers—help them see your product as the best fit for new parents.
Advanced strategy: if your brand isn't appearing in "top 5 camera lists" focus on influencing the influencers. Think about ways to partner and offer mutual value.Advanced strategy: if you have success here, invest more in early stages of the buyer's journey as well as this will lead to long-term sales growth. Advanced strategy: use multi-channel attribution in Google Analytics here to measure how early funnel activity is driving these last touch conversions on social.
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INFLUENCER STRATEGY TEMPLATE