TY - BOOK AU - Butow,Eric AU - Garcia,Stephanie TI - Ultimate guide to influencer marketing SN - 9781642011630 AV - HF5415.1265 B887 2023 U1 - 658.872 23/eng/20231012 PY - 2023/// CY - Irvine, CA PB - Entrepreneur Press KW - Internet marketing KW - Social media KW - Influence KW - Internet personalities KW - Business and economics KW - Advertising and Promotion KW - E-Commerce KW - Digital Marketing KW - Entrepreneurship KW - Small Business KW - Computers KW - Internet KW - Social Media N1 - Includes index; 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 -- N2 - "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"-- ER -