Butow, Eric creator author. Garcia, Stephanie author. text cau 2023 monographic eng

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xiv, 156 p. : ill. ; 26 cm. "This book is a comprehensive resource that equips small business owners with the knowledge they need to effectively connect with influencers and harness the power of influencer marketing"-- Influencer Marketing Foreword by Neal Schaffer iv -- Introduction xiii -- What You Can Expect from the Ultimate Guide to Influencer Marketing xiii -- SECTION 1 Getting Ready to Introduce Yourself 1 -- CHAPTER 1: All the Reasons to Invest in Influencer Marketing 3 -- Amplify Your Marketing 3 -- The Impact of Influencer Marketing 7 -- How Much Will You Spend? 8 -- A Starting Point 8 -- Don't Forget Logistics 9 -- What You Learned 12 -- CHAPTER 2: What Platforms Work Best with Influencers 13 -- B2B vs. B2C Influencers 13 -- What are the Best Platforms? 15 -- Is Your Business a Fit? 23 -- Four Areas with More Influencers 23 -- What You Learned 24 -- CHAPTER 3: How to Fit Your Business with the Right Influencers 27 -- Define Your Goals 27 -- Identify Your Target Audience 27 -- Find Influencers Who Align with Your Brand 27 -- Doing Your Research 28 -- Beware of Influencers with Fake Followers 35 -- What You Learned 38 -- SECTION 2 Making Valuable Connections 39 -- CHAPTER 4: Why Micro Is Coming In and Macro Is Going Out 41 -- The Different Types of Influencers and Their Followers 41 -- Breaking Down the Limits of Traditional Influencers 42 -- What About Smaller Influencers? 42 -- Small but High Engagement 43 -- Authenticity 44 -- What You Learned 44 -- CHAPTER 5: Four Tips for Reaching Out to Micro-Influencers 45 -- Do Your Research 46 -- Engage First 46 -- Personalize Your Outreach 46 -- Offer Value and Benefits 51 -- What You Learned 52 -- CHAPTER 6: How to Build a Strategic Partnership with Influencers 53 -- Craft a Compelling Value Proposition 53 -- Establish Clear Terms and Sign Agreements 55 -- Collaborate on Content Creation 57 -- Maintain Ongoing Communication 57 -- Provide Feedback and Show Appreciation 58 -- Track and Measure Results 58 -- What You Learned 58 -- CHAPTER 7: Types of Influencer Collaborations 61 -- Affiliate Marketing 61 -- Brand Ambassadors 62 -- Event Sponsorship and Attendance 62 -- Giveaways and Contests 62 -- Guest Content 62 -- Product Development and Creation 62 -- Social Advocacy 63 -- Sponsored Content 63 -- What You Learned 63 -- SECTION 3: Putting Your Influencer Marketing to Work 65 -- CHAPTER 8: The Roles of Social Media and Content Marketing 67 -- Social Sharing 68 -- Authority Building 69 -- Broadcast Teaching 72 -- Dark Social Media 72 -- Paid Social Media 73 -- What You Learned 73 -- CHAPTER 9: Craft Your Social Media Strategy 75 -- Determine Your Strengths 75 -- Determine Your Assets 75 -- Determine Your Goals 77 -- Determine Your Plan 78 -- What You Learned 86 -- CHAPTER 10: Build Your Campaign 87 -- Set Campaign Objectives 87 -- Stay Informed and Adapt 87 -- Understand Your Audience 87 -- Create a Campaign Brief 88 -- What You Learned 92 -- CHAPTER 11: Run a Successful Campaign 95 -- Balance Creativity and Guidelines 95 -- Communicate Often 95 -- Adapt to Change 97 -- Negative Publicity 97 -- Evaluate and Optimize 97 -- What You Learned 97 -- CHAPTER 12: Leverage Paid Social Media 99 -- Google Ads 99 -- Facebook Ads 100 -- The Power of Search + Remarketing 100 -- Other Platforms 102 -- What You Learned 108 -- CHAPTER 13: Repurpose and Reuse Social Content 109 -- Technique 1: Live Video 109 -- Technique 2: User-Generated Content 112 -- Technique 3: Embedded Social Media Posts 113 -- Technique 4: Turn Discussions Into Blog Posts Technique 113 -- 5: Ask Questions 113 -- What You Learned 114 -- CHAPTER 14: Manage Your Leads 115 -- Align with Your Sales Team 115 -- Automate Lead Management Processes 116 -- Build Tracking Mechanisms 116 -- Qualify and Track Leads 116 -- Provide Valuable Content 115 -- What You Learned 117 -- CHAPTER 15: Prove the ROl of Your Influencer Marketing 119 -- Set Clear Goals and Objectives 119 -- Track and Measure Key Metrics 119 -- Know Your Key Performance Indicators 120 -- Use Sentiment Analysis 123 -- Monitor Brand Mentions and Social Media Impact 123 -- Calculate the Financial ROI 124 -- Compare and Contrast 125 -- Going Micro for Macro Results 125 -- A Case Study: HotBox by Wiz 126 -- What You Learned 126 -- About the Authors 129 -- Influencer Marketing Resources 131 -- Articles and Insights 131 -- Campaign Management 132 -- Influencer Tools for eCommerce Brands 132 -- Influencer Marketing Agencies 132 -- Glossary 133 -- Index 143 -- by Eric Butow and Stephanie Garcia. Includes index. Internet marketing Social media Influence Internet personalities Business and economics Advertising and Promotion Business and economics E-Commerce Digital Marketing Business and economics Entrepreneurship Business and economics Small Business Computers Internet Social Media Internet marketing Internet personalities Social media Influence HF5415.1265 B887 2023 658.872 9781642011630 1642011630 pucpr 231013 20250623162253.0 eng