Influencer Marketing 101-Create Custom Influencer Marketing Strategy in 2 Weeks
The biggest untapped marketing opportunity for most businesses is influencer marketing. Learn a systematic approach to find and engage them.
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Course overview
Master the foundational skills for effective influencer marketing
Whether you are looking to better understand the space, build up your marketing career with new skills, or leverage influencer marketing for your own business, this one-week course will help you go from zero to hero.
Who is this course for
01
Marketing professionals who understand the potential and don't want their company - or personal brand - to be left behind the times.
02
Business owners who understand that influencers hold the key to building brand awareness but lack the education and strategy to execute.
03
Entrepreneurs who want to tap into the best marketing growth hack to exponentially grow their business in 2023.
What you’ll get out of this course
Define and find appropriate influencers unique to your business needs.
Learn the different ways to find and analyze potential influencers for your program.
Learn how to collaborate and engage with potential influencers.
Identifying influencers is one thing. How to best engage and recruit them into your influencer marketing program? Learn the ins and outs of influencer outreach.
Develop a plan where influencer marketing fits into your overall business strategy.
Learn the many ways in which businesses are leveraging influencer marketing for various objectives and find the one(s) that make best sense for you.
Construct the mechanics for your custom influencer campaign strategy.
There are more than a dozen proven ways of engaging with influencers based on your strategic objectives. Learn to determine the best campaign type(s) for your unique strategy.
Measure and optimize your influencer marketing strategy.
Influencer marketing is most impactful when it is always-on and developing long-term relationships with influencers. Learn how to optimize your influencer choice, campaigns, and metrics to maximize long-term ROI.
What people are saying about Neal's The Age of Influence
John Lee Dumas
Jay Baer
Joe Pulizzi
Martin Lindstrom
Meet your instructor
Neal Schaffer
Neal Schaffer
Author, The Age of Influence
When I wrote my 4th book, The Age of Influence, I realized then, what I believe now, that influencer marketing is the most untapped type of marketing that most businesses can see the biggest impact from.
The problem that I have found in my 10+ years in digital and social media marketing consulting is this: Marketers and businesses have been miseducated on what exactly influencer marketing is and what it entails.
That is why I wrote the book on influencer marketing, and why I created this Maven course to best help you tap into all of my experience and to apply it to your brand’s specific situation. I want to help you maximize your marketing ROI through hand-holding you through the creation of an influencer marketing strategy that will become your blueprint for your future marketing.
My teachings tap into my more than decade experience as a recognized leader in the digital / content / influencer / social media marketing space, having:
- consulted with dozens of business large and small as a Fractional CMO
- speaking on global stages such as CES, CeBIT, Content Marketing World, Social Media Marketing World, B2B Marketing Profs, Digital Marketing World Forum, and DigiMarCon Summit
- teaching executives at Rutgers Business School, UCLA Extension, and the Irish Management Institute
- Author of 4 marketing books, including The Age of Influence, Maximize Your Social, and Maximizing LinkedIn for Sales and Social Media Marketing
This course will not only enlighten you on the power of influencer marketing, but you will also see many other ways to tap into the same concepts to help other parts of your digital marketing based on this broad and deep experience of mine.
If you are marketer who is new to or wants to improve their influencer marketing ROI, an entrepreneur who wants to tap into the growth hacking potential that influencer marketing has, or a business owner or service provider that wants to leverage influencers to improve their overall digital marketing for your or your clients, this will be the perfect course for you.
Course syllabus
7 live sessions • 9 lessons • 4 projects
Week 1
- Who are influencers
- In-class discussion: Who is your favorite social media influencer? How/why do they influence you?
- How to find influencers
- How to analyze influencers: Quantitative factors
- How to analyze influencers: Qualitative factors
- In-class discussion: Realtime influencer identification (group project during class)
- Understand how to search for influencers on social media
- Be able to analyze influencers based on several quantitative factors
- Be able to analyze influencers based on several qualitative factors
- ✍️
Strategy Creation Preparation #1
Submit by Jan 10 - 📄
The Age of Influence: What is Influencer Marketing and the Future of Influence?
- 📄
Pre-Reading: Analyzing an Influencer
- 📄
Pre-Reading: The Age of Influence
- How do we engage with them?
- What are the rules and best practices?
- And why would an influencer want to engage with us?
- In-class discussion: How would you reach out to an influencer?
- How do influencers want to be contacted
- How to communicate with influencers (approach and pitch)
- In-class discussion: What could you offer an influencer for a collaboration?
- WIIFM? How to compensate influencers
- A look at how influencers monetize their influence
- In-class discussion: Influencer role-playing game
- Influencer contracts
- FTC rules about influencer marketing
- Approach influencers and engage with them towards a collaboration
- Have a deeper understanding of influencers so as to make your pitching them more effective
- Understand how to abide by FTC rules governing influencer marketing
- ✍️
Strategy Creation Preparation #2
Submit by Jan 12 - 📄
Pre-Reading: FTC Influencer Guidelines
- 📄
Pre-Reading: The Age of Influence
- Influencer marketing strategy objectives & KPIs
- In-class discussion: Which influencer campaigns have you witnessed before?
- Different influencer campaign types
- The funnel approach to influencer marketing
- Discussion: Realtime influencer campaign analysis (group project during class)
- Measuring influencer marketing ROI
- Marketing technology to assist with influencer marketing
- The future of influencer marketing technology: Artificial intelligence
- Determine measurable metrics for an influencer marketing strategy
- Find the most suitable influencer marketing campaign type based on your objective
- Calculate the ROI of your influencer marketing
- 📄
What (Really) Goes Into Influencer Marketing Strategy For B2B
- 📄
Pre-Reading: B2C Influencer Marketing Case Studies
- 📄
Pre-Reading: B2B Influencer Marketing Case Studies
- 📄
Pre-Reading: The Age of Influence
- ✍️
Strategy Creation Preparation #3
Submit by Jan 16 - ✍️
FINAL INFLUENCER MARKETING STRATEGY!
Submit by Jan 17
Jan
9
Module 1 - Identify and analyze influencers for your strategy
Jan
10
Optional Office Hour
Jan
11
Module 2 - Successfully engage with influencers
Jan
12
Optional Office Hour
[Module 1] Identify and analyze influencers for your strategy
This first module is all about looking at how to identify and analyze influencers for various campaigns. The outline is as follows:
By the end of this class, you should be able to:
[Module 2] Successfully engage with influencers
We have covered the why of influencer marketing as well as strategies for finding and evaluating influencers. This second module will be all about what to do after we find influencers:
The outline for this second module is as follows:
By the end of this module, you should be able to:
[Module 3] Create a comprehensive influencer marketing strategy
This third and final module is all about looking at how to create a comprehensive influencer marketing strategy. The outline for this third module is as follows:
By the end of this module, you should be able to:
Week 2
Jan
16
Module 3 - Create a comprehensive influencer marketing strategy
Jan
17
Optional Office Hour - Present Your Final Influencer Marketing Strategy for Feedback!
Jan
19
Optional Office Hour: Influencer Marketing Strategy Follow Up
Course schedule
4 1/2 hrs live teaching, 4 office hours
Pre-Reading Assignments
1 1/2 Hours
There will be 3 approximately 30-minute pre-reading assignments before each of the modules to help you better prepare for them and make our time together all the more effective.
January 9, 2023
9:00am - 10:30am Pacific Time
First of three live sessions.
January 10, 2023 (Optional)
9:00am - 10:00am Pacific Time
Optional office hours to help answer your questions both regarding to the course as well as developing your influencer marketing strategy.
January 11, 2023
9:00am - 10:30am Pacific Time
Second of three live sessions.
January 12, 2023 (Optional)
9:00am - 10:00am Pacific Time
Optional office hours to help answer your questions both regarding to the course as well as developing your influencer marketing strategy.
January 16, 2023
9:00am - 10:30am Pacific Time
Third of three live sessions.
January 17, 2023 (Optional)
9:00am - 10:00am Pacific Time
Optional office hours to help answer your questions both regarding to the course as well as developing your influencer marketing strategy.
January 19, 2023 (Optional)
9:00am - 10:00am Pacific Time
For those that would like to get feedback on your final influencer marketing strategy, come present it in front of the group!
Learning is better with cohorts
Active hands-on learning
This course builds on live workshops and hands-on projects
Interactive and project-based
You’ll be interacting with other learners through breakout rooms and project teams
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow alongside you