A Reliable

Guide to
Influencer
Marketing
[Ebook] By Gaurav
Sharma

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 Chapter – 01:
Influencer Marketing 101: Learning the Definition

Chapter – 02:
Why Should You Care About Influencer Marketing?

Chapter – 03:
How Can Influencer Marketing Benefit Your Business?

Chapter – 04:
Which Are the Most Popular Channels for Influencer Marketing?

Chapter – 05:
Which Types of Promotional Content Can Influencers Create for You?

Table of Contents
Chapter – 06:
How to Find the Right Influencers for Your Business

Chapter – 07:
9 Tools to Find Relevant Influencers

Chapter – 08:
How to Get in Touch with Influencers

Chapter – 09:
Case Studies: What Can You Achieve via Influencer Marketing?

Conclusion

What to Do Next

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 Chapter 01

Influencer Marketing 101:

Learning the Definition

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Influencer marketing can be defined as the practice of marketing products or
services through people who can influence the opinions of consumers.

It involves identifying and building a relationship with influential individuals who

can sway the purchase decision of your customers.

These influencers may include trusted third parties like journalists, bloggers,
public figures, and industry analysts.

Take a look at the examples below to get an idea of who you can consider an
influencer:

When a celebrity is seen visiting a particular place, they provide exposure to the
establishment and may influence people to become patrons.

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 Chapter 02

Why Should You Care About

Influencer Marketing?

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More and more businesses are leaning towards influencer marketing instead of
traditional advertising methods.

Wondering why? If you look at the following statistics, this shouldn’t come as a
surprise:

● 76% of marketers plan to increase their influencer marketing budget in

2021.

● For every $1 spent on influencer marketing, businesses are making $6.50.

● Brand awareness is the top reason why brands want to work with
influencers.

●
●
●
●
●

Image via AspireIQ

● Most marketers agree that influencer marketing is effective at driving

brand awareness and boosting sales.

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 Image via Launchmetrics

● On average, one-fifth of consumers have bought products based on an

influencer’s promotional post.

● 48% of millennial shoppers and 50% of Gen Z buyers have made a purchase
by clicking on a promotional post directly or because of an influencer’s
endorsement.

● 61% of consumers said that they engage with influencers’ content daily.

Now, do you see why influencer marketing is the new buzzword?

If done right, it can generate effective results and help you grow your business
quickly.

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 Chapter 03

How Can Influencer Marketing

Benefit Your Business?

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Whether you use it as a standalone strategy or in combination with other
marketing efforts, influencer marketing can help your business in a number of
ways:

● It helps you in marketing your brand to an influencer’s pre-established

audience. Since they are already receptive to the recommendations of the
influencer, it is likely to be much easier for you to win them over.

● Influencers have hands-on experience in creating content that your target

audience enjoys watching and values. They can help you create and publish
the right content to promote your products or services. Overall, it can also
contribute to boosting your authority and SERP visibility.

● Influencers have invested all of their time in building a genuine connection

with their followers. They have worked hard to win their trust. While doing
the same may be an enormous challenge for your brand, you can piggyback
on their reputation and build your brand’s credibility.

● Communicating your brand story through influencers can help you drive
engagement and connect with your target audience more easily.

● Influencer marketing gives you the power to reach a large number of people
in a short period of time. It is a strategy that can help you minimize costs
while also increasing your conversions.

● When you’re working with influencers, you can fulfill many different goals at
once such as:

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 Boost brand Increase
awareness SEO authority

You can introduce your

When popular sites link
brand and products to a
to you, it can give a
new audience and educate
huge boost to your
them about what you have
search rankings.
to offer.

Increase Enhance
follower count trust

Influencers can help Influencer testimonials can

you gain more social increase trust and reduce
media followers the negative chatter around
quickly. your brand.

Create more UGC Boost

(user-generated content) sales

Influencers can Endorsements and

encourage users to customer reviews can bring
create content related to more sales and increase
your products. the number of leads.

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 Chapter 04

Which Are the Most Popular

Channels for Influencer
Marketing?
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Influencer marketing has been in use for thousands of years in some form or the
other.

From orators in Ancient Greece to TV celebrity endorsements, influence has

always had a strong impact on consumers’ actions. Over the years, the modes
and platforms for influencer marketing have continually evolved.

That brings us to the question: Which social networks should you look at to run
your influencer marketing campaigns?

According to a survey conducted in 2020, Instagram is the most popular

channel for influencer marketing. In fact, 90% of influencer campaigns include
Instagram in their overall marketing mix.

Following closely, YouTube and Facebook are up next. It’s worth noting that
channel preference differs between men and women.

Image via Rakuten

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That’s all about the known social media networks. But emerging networks are
slowly taking over the influencer marketing landscape.

TikTok and Twitch are the ones to especially watch out for.

To decide which platform is right for your brand, take a look at the platforms
that your target audience spends most of their time on. Choose the one where
they are the most active.

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 Chapter 05

Which Types of Promotional

Content Can Influencers
Create for You?
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Before you reach out to influencers, make sure you know the different types of
promotional campaigns they can run for you.

Here are the common influencer marketing models:

● Sponsored content: This is the most common type of promotional

post in which an influencer invites their followers to purchase a
particular product. It could include tutorials, reviews, how-to posts,
and other such content.

Image via Instagram

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● Discount codes: Influencers can feature discount codes in their
promotional posts to help you drive sales. Such discounts can be
tracked via referral links.

Image via Instagram

● Giveaways or contests: In these types of collaborations, influencers

offer free stuff on the behalf of brands.

Image via Instagram

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● Social media takeovers: In this type of collaboration, influencers take
control of a brand’s social media profile and post content on their
behalf.

Image via Instagram

● Brand ambassadorship: As a brand ambassador, influencers are

involved with a brand for a longer duration of time.

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 Chapter 06

How to Find the Right

Influencers for Your Business

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Regardless of the niche that you are in, there are likely to be thousands of
influencers out there. Among them, how do you identify the right influencer
for your brand?

To ensure that an influencer can truly promote your product or service, you
can use the following metrics to evaluate potential influencers:

● Relevance – For an influencer to truly have an impact on your target

audience, they must be relevant to your brand. Are they considered an
expert in your industry? Will your audience resonate with their content?

● Reach – The right influencer should have a certain level of reach to

promote your brand. Do they have a substantial number of social
followers? Do they receive enough engagement to help you achieve
your goals?

● Level of influence (engagement rate) – Take a look at how followers

interact with the content shared by an influencer. Are they actively
sharing the influencer’s content through relevant social channels? Are
they commenting on such posts or recommending them to friends?

Now, identify the engagement rate of shortlisted influencers that you

believe are good for your business. You can calculate an influencer’s
engagement rate in multiple ways.

Here are three different formulas that you can use:

Not that you understand how to shortlist potential influencers for your brand,
it’s time to look for influencers across various social networking channels:

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 How to Find Influencers on Twitter

Twitter is a great place to find top influencers in your industry. For this, you
can use the advanced search option on Twitter.

With it, you will be able to conduct searches based on certain key phrases,
words, and hashtags as you can see in the image below. You’ll see the top
profiles that are relevant to the search term that you enter.

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Next, click on the Accounts tab, and then Twitter will show up the top related
accounts. List all of the relevant results in an Excel sheet along with
important details like the number of followers, likes, and retweets.

You can download (Twitter Tab) our readymade Excel sheet template for
creating this list.

Now, calculate their engagement rate for all of the shortlisted influencers.
Comparing the results will help you figure out which profiles you should reach
out to.

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 How to Find Influencers on LinkedIn

You can make use of the “search by industry” and location filters on LinkedIn
Search to find the most relevant influencers for your brand. As you can see in
the image below, you have the freedom to filter your searches based on
industry.

LinkedIn also gives you the option to search for posts containing certain
keywords. You can then filter results based on relevance and time of posting
as well as the authors. On LinkedIn, you can also track the volume of posts a
particular user has published about a particular topic.

Then, check out the number of

followers the user has. The
higher the number of
followers they have, the more
likely they are to be influential
in that industry.

To calculate the engagement

rate, you can use our
template.

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 How to Find Influencers on Instagram

One of the ways to find influencers on Instagram is by conducting a simple

Google search. You might come across lists that will help you identify top
influencers in a particular industry.

As you can see in the image below, you can conduct searches for the phrase
“top Instagram accounts” followed by other industry-specific search terms.

While you can also conduct a search on Instagram using relevant hashtags,
Iconosquare is a much more effective tool for finding influencers through
hashtag research.

As you can see in the image below, the search results for the keyword,
“healthandfitness,” bring up top profiles and hashtags related to it. You can
click on any of the profiles or hashtags to start your influencer hunt.

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Just like before, it is recommended that you create a list on an Excel sheet
with potential influencers on Instagram.

Pick out data such as the total number of followers and average likes and
comments. You can then use this information to choose an ideal influencer
for your business.

You can download our ready-made Excel template to make the process
easier.

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 How to Find Influencers on Facebook

Finding influencers on Facebook is a bit more challenging than any other

platform mainly because of the restrictions involved. However, that doesn’t
mean it’s not possible to find some key influencers in your industry using this
channel.

You can use the search bar to type in a term that’s relevant to your industry
or business.

It will bring up some of the top people and pages pertaining to that search
term. Check out those profiles and see if they will be able to help you with
your influencer marketing campaign.

Otherwise, you can also conduct a search for the same term using a hashtag.

It will bring up some of the top posts from people and pages. You can then
check out those profiles to see if they would be the right influencers for your
brand.

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Just like other platforms, you should create an Excel sheet with shortlisted
profiles. Make sure you add the number of likes, comments, and followers to
compare their overall influence and engagement.

Download our Excel template here!

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 Chapter 07
9 Tools to Find Relevant
Influencers

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Finding influencers manually may be a bit time-consuming and challenging.
Here are nine useful tools to make your job much easier and help you find
great influencers:

1. Followerwonk – This Twitter analytics tool is highly effective for finding

the right influencers for your brand. You can search for people using
specific keywords that are relevant to your business. The tool allows
you to sort the results based on reach and social authority.

As the image below shows, you have the option to view the number of
tweets and followers for each profile. The tool displays an influencer’s
social authority as well.

It makes it much easier to determine whether or not someone has the

potential to become an influencer for you.

2. Traackr – This useful tool comes with an influencer search engine that
you can use for discovering the right influencers in your industry. It
comes with features like dynamic lists, profiles, trending content, and
sentiment analysis.

As you can see in the image below, you have the option to sort your
results to find an ideal influencer.

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3. BuzzSumo – BuzzSumo lets you find popular content related to a
certain topic so that you can identify the influential content authors.

This tool also allows you to find influencers using keywords and
hashtags. You can even filter influencers by type including bloggers,
journalists, and companies.

You can determine the page authority and domain authority for each
influencer profile. Other information like retweet ratio, average
retweets, and reply ratio is highly useful in determining potential
influencers for your business.

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4. Keyhole – Keyhole is a hashtag-tracking tool that helps you discover
content and influencers using specific hashtags on Instagram. It’s a
useful tool to discover individuals who are leading the conversations at
industry-related events and topics.

As you can see in the image below, the tool gives you useful data such
as the level of exposure and number of followers. You can use this data
to discover which profiles are likely to have the most influence in your
industry.

5. Kred – Kred evaluates mentions, replies, follows, and retweets on

Twitter, helping you find top influencers.

It also measures the outreach activity of influencers to help you

analyze if they are likely to forward other people’s content. It means
there will be fewer wasted outreach efforts on your part, allowing you to
focus on influencers who are most likely to help you spread the word
about your brand.

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6. Brandwatch – Brandwatch and Peerindex (now part of Brandwatch)
together created Brandwatch Audiences to help you find people who
matter.

This tool helps you harness the power of influence by finding

influencers who have the ability to drive actions and real engagement.
It lets you look beyond the number of followers and partner with people
who can help you reach the right audience.

7. Mention – Mention is a useful influencer-identification tool that

helps you discover people who are already supporting your brand and
talking about it. You can then find out the most influential among these
individuals using their influencer score.

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8. Klear – Previously known as Twtrland, Klear helps you discover
influencers who are already within your network or engaging with you.

It allows you to filter influencers according to their level of influence –

celebrities, power users, casual, and novice. This tool also gives you the
ability to measure your ROI so that you can get an insight into your
campaign’s performance.

9. Ninja Outreach – This tool allows you to find prospective influencers in

any niche using just a keyword. You can view over 20 metrics including
social networking, location, contact availability, and SEO.

Ninja Outreach offers tools to create custom templates, filter metrics,

and organize contacts easily.

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 Chapter 08

How to Get in Touch with

Influencers

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To help you begin your influencer outreach email campaign, there are a few ways
to find the email address of the influencer.

● For some influencers, their email address may be easily available on their
bio, so simply checking their social media profiles will suffice.

● Tools like Ninja Outreach can not only help you find the list of influencers
but also enable you to access their contact details.

● Find out if the potential influencer has a domain of their own and then use
DomainTools to conduct a search for their email address.

Since email is the most preferred influencer outreach channel, let’s take a look at
two sample templates you can use to pitch your collaboration opportunity to
potential influencers.

One thing to keep in mind when using the templates is to customize them as
much as possible.

Take a look at the influencer’s profile and give your true opinion on why they and
their audience would be a good fit for your product or service.

Template #1

Hey [influencer’s name],

I’m [your name] from [add the name of your company]. I’ve been an avid follower
of your blog since [year]. I was especially intrigued by your latest post on [mention
a topic].

I know that you're quite selective about what products you promote. So, I'm only
reaching out to you regarding a product that I believe your audience will love.
It's [Name of the product], which can help many of your readers [write the
benefits/uses of product].

We're looking to partner with a few individuals who can promote this product to
their email subscribers or blog readers with a special limited time offer. You will
get a [X%] share of the revenue you drive.

If you're interested, we can schedule a call next week to discuss the details.

Talk soon!

[Your Name]

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 Template #2

Hey [influencer’s name],

I'm [your name] from [add the name of your company]. We absolutely love your
[blog or social media content] and how you interact with your audience.

We'd like to offer you [product/service] promotions opportunity. You can spread
the word about it by hosting a giveaway on your [blog or Instagram profile].

I believe that this could be of great benefit for you. You'll also be getting [offer] in
return for hosting the contest.

If you’re interested, let’s discuss the details over a call sometime this week. Keep
up the awesome work on your [blog or Instagram account].

Talk soon!

[Your Name]

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 Chapter 09
Case Studies: What Can You
Achieve via Influencer
Marketing?
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Influencer marketing is one of the most compelling methods of promoting a brand. Let’s
take a look at some case studies that have proven the effectiveness of influencer
collaborations.

Case Study #1 – Daniel Wellington

Swedish watchmaker, Daniel Wellington, worked with multiple influencers and even
leveraged user-generated content (UGC) to build a strong brand identity. They sent out
free watches to influencers and requested them to post photos of it online with special
coupon codes.

Here is an example of such an influencer post:

Image via Instagram

As a result of their promotional campaigns, Daniel Wellington was able to generate a

buzz around their brand and achieve great results.

Their hashtag campaign garnered more than 2,400,000 posts on Instagram from users
as well as influencers.

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 Case Study #2 – Pottery Barn

To promote their new collection, Pottery Barn collaborated with the influencer, Holly
Becker, who runs her own blog, decor8. As a part of the campaign, she showcased how
her readers could use their decor to improve their home design.

What’s more? She also hosted a giveaway that gave readers a chance to win a gift card
worth $500.

Image via decor8

Following the contest announcement, she received 1,605 entries in less than one week.
The social reach of the influencer marketing campaign was close to 4 million.

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 Case Study #3 – Nerdy Nuts

Nerdy Nuts, a peanut butter company based out of South Dakota, decided to collaborate
with TikTok influencers to grow their brand. They offered free products to two influencers
who had around 500,000 followers.

After the influencers posted promotional content online, their sales suddenly skyrocketed.
They were able to turn their initial investment of $2,500 into more than $500,000 per
month.

Their hashtag, “#nerdynuts” has close to 2 million views.

Image via Collabstr

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Conclusion

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There is a rapid shift from traditional marketing to digital marketing, which has its share of
challenges and opportunities.

Brands are now targeting the younger generation in an attempt to reach new customers
online. And since social media influencers have a huge impact on the purchase decisions
of this target generation, influencer marketing is quickly replacing traditional advertising.
With an increasing number of businesses using influencers to market their products and
services, don’t get left behind.

You can use the methods and tools provided in this ebook to come up with a targeted
strategy for promoting your brand through the top influencers in your niche.

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 What
to
Do Next

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