Influencer Marketing Strategy: How to Create Successful Influencer Marketing

by Gordon Glenister

Overview

SHORTLISTED: Business Book Awards 2022 - Sales & Marketing category

Create an influencer marketing strategy that benefits both brand and the influencer with this fascinating guide, rich in case studies from the biggest and the best and the small and specialist.

Influencer marketing can no longer be ignored. Whether it's broad scale celebrity endorsement, or micro-influencers with niche, highly targeted followings, influencer marketing has become a natural extension of content marketing. However, while the opportunities are vast, the very nature of influencer marketing means that a brand must relinquish control of their marketing message to allow the influencer to communicate in their natural style. This can be unnerving, and it's therefore imperative to have a clearly defined campaign that mutually benefits and protects both the brand and the influencer.

Influencer Marketing Strategy gives readers everything they need to create influencer marketing strategy. It will walk readers through the key considerations, and offer insight into decisions such as choosing the right influencer, planning content, and how to incorporate influencer marketing into your wider marketing strategy. This book presents fascinating, in-depth case studies from the beauty, fashion, gaming, travel, health and tech industries, demonstrating the variety of ways that influencer marketing can be utilized, and the huge opportunities it presents for organizations and industries of all sizes. Influencer Marketing Strategy is the ultimate guide to developing a successful influencer marketing strategy - and building campaigns that create real value.

Product Details

ISBN-13:	9781789667271
Publisher:	Kogan Page, Ltd.
Publication date:	03/30/2021
Pages:	304
Product dimensions:	6.50(w) x 9.45(h) x 1.02(d)

About the Author

Gordon Glenister, based in Cambridgeshire, UK, is Global Head of Influencer Marketing for the Branded Content Marketing Association, and has over 25 years' experience in promotional marketing. He is the host of Influence, the global podcast that shines a spotlight on influencer marketing. He also runs his own consultancy and regularly speaks around the world on influencer marketing, membership and merchandise. Gordon Glenister was Director General of the British Promotional Merchandise Association for 11 years.

Table of Contents

* Section - 00: Introduction; * Section - 01: What is influencer marketing?; * Section - 02: The major platforms for influencer marketing; * Section - 03: Creating your strategic framework; * Section - 04: The legal impacts of influencer marketing; * Section - 05: Working with influencers; * Section - 06: Finding influencers; * Section - 07: Creating an ambassador programme; * Section - 08: Influencer marketing around the world; * Section - 09: The future of influencer marketing; * Section - 10: Understanding analytics and measurement; * Section - 11: Case studies; * Section - 12: Appendix 1 – Directory of influencer marketing platforms, agencies and consultants; * Section - 13: Appendix 2 – Glossary of terms; * Section - 14: Index

Editorial Reviews

"This is a timely addition to the influencer landscape to help those working in this dynamic and fast-moving industry and is a must-read for marketing agencies, content creators, and organisations large and small."

Top Fitness Blogger Elle Linton

"An essential read for anyone involved in, or considering, influencer marketing."

Social Media Marketer and International Keynote Sp William Bonaddio

"This handbook is an essential, engaging yet incredibly practical read for marketers and talent, to fully understand Influencer Marketing. It will surely be recognized as a key tool in the maturation of the industry of influence in years to come."

Davnet Doran

"This book is a great exploration of makes influencer marketing such an effective business marketing tool definitely worth a read to anyone considering the utilisation of social media in their future marketing strategy."

Blogger @beautifully_defected Louise Simpson

"This book is a fantastic resource for anyone involved in the Influencer Marketing industry. It brings together brilliantly the leading experts in the sector who share their views on the current and future trends."

Andrew Canter

"A must-read if you want to get a global influencer marketing outlook, that provides theory that is easy to read, understand and apply!"

Maria Rodriguez

"A comprehensive introduction to the world of influencer marketing. It removes the mystery from this industry and shows how you can get the best return on your investment."

Award-winning Dad Blogger John Adams

"If you want a solid foundation in influencer marketing, you should definitely read this remarkable book. It will give you an organized system of actionable knowledge and a complex view from different angles."

Nick Baklanov

"The business of Influencer marketing is probably the most misunderstood of marketing practices. Gordon has managed to distil the practice into a simple to understand book that manages to outline what can sometimes seem the contradictory approaches needed to execute truly effective influencer marketing depending on the platforms, industries and needs of brands. I highly recommend it for anyone starting in the industry or those currently in the industry looking to expand their understanding and step outside their comfort zone."

Virtual Digital Agency Dudley Neville Spencer Strategy consultant

"This is an essential read for everyone involved in the space or considering getting involved - not only as an introduction, but as an ongoing reference into the world of influencer marketing. Well done on a fantastic book."

Pieter Groenewald

"Great to finally find a book that brings together so many different elements of the influencer marketing profession and tackles key issues such as strategy, authenticity, and compliance."

Rupa Shah

"The business of influencer marketing is probably the most misunderstood of marketing practices. Gordon has managed to distil the practice into a simple to understand book that outlines what can sometimes seem the contradictory approaches needed to execute truly effective influencer marketing depending on the platforms, industries and needs of brands. I highly recommend it for anyone starting in the industry or those looking to expand their understanding and step outside their comfort zone."

Dudley Neville Spencer

"Gordon leaves no stone unturned in his assessment of our industry. Perhaps one of the few texts currently available to thoroughly investigate Influencer Marketing in its many forms and bring together the views of those forging its future."

Craig Knox

"A well-researched primer for anyone who wants to build their influencer marketing knowledge from the ground up. By digging into the research and supplying interviews with the experts, this book will help you avoid common mistakes in influencer marketing while leveraging the best practices. It is definitely worth your time."

Jim Tobin

"Absolutely jam-packed full of incredibly useful information that (finally) feels like it is all in one place. A must-read for all in the industry, no matter your level."

Sophie Crowther