INFLUENCER 101 HANDBOOK - Buzz Marketing Group
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INFLUENCER 101 HANDBOOK
TABLE OF CONTENTS
3 Welcome
4 About Influencer Marketing
5-6 Influencer Marketing 101
7-8 What is an Influencer?
9 Types of Influencers
10 Instant Influence Package
11-12 Social Media Platforms
13-14 Key Elements of a Successful Influencer Campaign
15-16 Sample Campaign Posts
17-19 How to Create a Successful Social Media Campaign
20 Know Your Competition
21 Bonus Tip: Use The Best Trending Tools
2
WELCOME
70% of millennial consumers are influenced by the recommendations of their peers in buying decisions – and in today’s
world, these peers are not just classmates and family, but also influencers - individuals who form relationships with their audience
and connect with a trusted and engage online-following. Social media is predicted to reach 2.77 billion users worldwide in 2019,
and Buzz Marketing Group wants to help you and your brand harness the power of technology by delivering digital strategies to
create and develop influencers.
In this handbook, we have compiled the latest information on influencers, social media, and campaigns in order to enable
you to create a successful social media campaign. This guide will go over the essentials to influencer marketing, teach you how to
develop a strong social media campaign, and help you decide which techniques and platforms to use to best reach your brand’s
audience. Influencers are not simply marketing tools or social figures, but rather social relationship assets with which brands can
collaborate to achieve marketing objectives. The future of brand-awareness is progressing quickly, with growing technology,
platforms, and types of public figure. This handbook is designed to help you take advantage of the limitless power of influencers to
push your brand to the next level through marketing.
Let’s connect! Tina Wells
CEO & Founder
BuzzMG
3
ABOUT INFLUENCER MARKETING
Influencer marketing is quickly becoming the most popular and
effective method of marketing your brand. The main thing that
separates this type of marketing from other methods is that it
allows you to directly target your audience from a perspective
that people trust. Influencers get their followers because their
audience enjoys and trusts their content. By tapping into this
form of marketing, you’re able to pick exactly who you want
your content to reach, and through a trusted source.
4
INFLUENCER
Traditional marketing first appeared in magazines,
MARKETING 101 subway stations and on billboards. Then, it
appeared on TV and radio. Today, marketing is
almost completely online. We see ads on websites,
while streaming our favorite shows and even
while scrolling through the feed of our favorite
Instagrammer. This last instance is called
influencer marketing.
TODAY, 70 PERCENT OF COMPANIES ARE USING
INFLUENCER MARKETING AND IT’S ONLY GROWING.
While influencer marketing may seem easy and
straightforward, (all I need is to pay a YouTuber to
review my product, right?) it can be somewhat of
an art if you want to execute a successful, efficient
marketing plan on social platforms. This handbook
has everything you need to know—from the
influencer to the platform to the post itself.
5
INFLUENCER MARKETING 101
In this comprehensive guide to influencer marketing, you’ll learn:
02
Why influencer marketing is the
best way to market to your
audience. Everyone is doing it
01 these days—and with
good reason. 04
Which platforms are used for
What an influencer is.
influencer marketing. There
Influencers aren’t just social
are tons of social platforms out
media users. There are different
03
there. We’ll make sure you know
types of influencers that can be
used in different ways.
which ones are most effective,
and how to best use them.
05
How to properly craft an
Macro vs. Micro influencers.
effective social marketing post.
You need to know which ones are
We’ve curated some of the best,
right for your brand, and how
most successful social media
to best utilize their
marketing posts for you to
audience reach.
learn from.
6
WHAT IS AN INFLUENCER?
An influencer, in today’s age, is any person who has the ability
to affect decisions of others, based on their relationship with
their audience. Celebrities are influencers. Teachers are
influencers. Magazine editors are influencers. Your friend, who
has over 10,000 followers on Instagram, is an influencer.
Influencers have become valuable marketing tools for brands
across the globe, ranging from material items to television
shows. When these people have any sort of following outside of
their core friendship group, it’s because their followers are
interested in what they buy, where they go, and what they do.
7
WHAT IS AN INFLUENCER?
CONTINUED
With the growing use of social media platforms across the world,
in 2019 the number of social network users is expected to take a leap
from 2.77 billion people from the 2.46 billion recorded in 2017.
It is clear that we live in an age of growing technology and social
media—with these advents come new roles and methods of
spreading and sharing content. Buzz Marketing Group attempts
to harness the power of technology by delivering digital
strategies to create and develop influencers.
This is where YOU come in. Are you looking to have your brand seen or
heard? Influencer Marketing may be exactly what you’re looking for.
8
TYPES OF INFLUENCERS
Micro-influencers typically have less than 10,000 followers
but are on the brink of growing their name. These influencers
are great for targeting specific locations, rather than reaching
a global audience. The following for these influencers can range
from under 10,000 to 100,000 people.
MICRO-INFLUENCER Micro-influencers often have more focused content on their
pages, referring to a specific brand they like personally. Some
brands prefer mid-level micro-influencers to macro-influencers
because they believe that they can be more authentic in their
posts and appear to be more accessible—which leads to higher
engagement rates and can be more cost-effective.
Macro-influencers are usually famous, known to a much
broader audience and have social media followings ranging
from tens of thousands to millions.
These influencers, usually hired by larger, household name
brands, are known to represent companies such as department MACRO-INFLUENCER
stores and popular clothing brands—ranging from couture to
affordable names. These influencers are preferred by brands
who already have an established fan base and are looking
to grow their visibility and awareness.
9
INSTANT INFLUENCE PACKAGE
WHAT WE CAN DO FOR YOU
Build Your Dream Influencer Campaign Handbook 15 Custom Branded Social Graphics
This product, designed by our team at BuzzMG, Our design team will create graphics
provides your brand with our recommendations for use on social media platforms to
on the best ways to utilize social media platforms. raise brand awareness.
Campaign Post Suggestions 10 Hand-Picked Micro-Influencers
We will compile a social media content calendar for We will recommend influencers for your
your brand to include post recommendations for a brand that we believe would be the most
90-day period with two to three posts per week. cost-effective and beneficial to your brand.
This package is a low-cost option for your brand to start
Cost $5,000 dipping their toes in the influencer-marketing world!
3-MONTH CONTRACT
We will help get your brand on its feet by
WITH BUZZ MG
utilizing our expertise in this industry.
10SOCIAL MEDIA PLATFORMS
Each platform has its own audience, with different expectations
for what they will see when opening their respective networks. To
harness the power of social media, it is critical to first understand
how to use and what to post on each major social media.
FACEBOOK INS TAGRAM
Facebook, possibly the most used Instagram is the fastest-growing social
form of social media, contains content media platform. On this site, users have
varying from curated posts to videos. the ability to post high-resolution photos
This platform makes it easy to repost and can caption the image with a limitless
and share content to both your personal character count. In addition to posting,
page and to sharing it with all of your users also have the ability to create
“friends.” Roughly two-thirds of the adult “stories” that upload to their profile
population in the world utilize Facebook for a limited amount of time before
on a daily basis and 75% of these users disappearing. 71% of 18-24-year-olds
visit the site multiples times per day. utilize this app.
11SOCIAL MEDIA PLATFORMS
CONTINUED
TWIT TER LINKEDIN
Twitter is a platform that has gone from LinkedIn is an incredibly useful tool for
being used for posting primarily about business professionals to connect with
users’ personal lives to a platform widely other like-minded individuals and potential
used to promote news, blog posts, and to employment opportunities. The main uses of
directly connect with celebrities. this platform are to promote jobs, company
news, and other professional content.
YOUTUBE SNAPCHAT PINTEREST
YouTube is primarily a video platform Snapchat, much like Instagram Stories, Pinterest is a platform widely utilized by
used for video blogs “vlogs” and tutorials. is useful for posting quick “vlogs,” creative individuals looking for new ideas,
This form of social media can be used entertaining videos and promoting daily step-by-step photo guides, and inspiring
to connect with a younger audience by use of products—such as beauty items or quotes. This platform is more commonly
promoting brands and personal content. food brands. 78% of 18-24-year-olds use used by a female audience.
Snapchat and a majority of these users
visit this platform several times per day.
12KEY ELEMENTS OF A SUCCESSFUL
SOCIAL MEDIA CAMPAIGN
Knowing your budget and how to use it is possibly the biggest factor in a successful
BUDGET influencer campaign. In order to have a cost-effective campaign, you have to be realistic
with how big your brand is and the budget set aside for this particular campaign.
It’s important to know your potential buyer and their purchasing habits—that’s where your
timeline comes into play. For example, if your product is a children’s toy, the best time
TIMELINE
of year to engage in an influencer campaign may be around November to mid-December
because of all the buzz around holiday shopping.
The amount of influencers you choose to engage is dependent on the type of campaign you
AMOUNT OF are looking for. If you’re running a short test-run for a new product your well-known brand
INFLUENCERS is offering, you may be better suited with two influencers that have somewhere between
YOU PLAN TO 150-500k followers. If you are starting a new brand, your company would benefit more from
ENGAGE having several smaller micro-influencers who would be able to get the word out on a local
level with the potential to eventually reach a slightly larger audience (25-100k followers).
13KEY ELEMENTS OF While there are three main elements to an influencer
campaign, they are all dependent on one another and tie
A SUCCESSFUL in together some way. The amount of influencers you have
is entirely dependent on your budget. Your timeline is
SOCIAL MEDIA dependent on the amount of influencers you have because
if you have chosen two, you may want to a one-month
CAMPAIGN
campaign where each influencer posts once a week, on
alternating weeks, to keep their followers engaged
and excited about your product.
CONTINUED
In the next few pages, you’ll see a few sample campaign
posts our team has helped create with past clients, such
as Pampered Chef and Investigation Discovery. These
campaigns were successful and were highly engaging
because by working together with influencers, we were
able to create a post that would capture their audience’s
attention while also getting out the message the company
wanted you to see, such as “watch this show” or “try this
item.” Take a look at the posts in the next section to
see how we were able to turn these simple messages
into engaging content.
14SAMPLE
CAMPAIGN Ex. Jamie Otis
PAMPERED CHEF
POSTS 6,691 Likes
127 Comments
334K Followers
INSTAGRAM
Ex. Erica Eckman
INVESTIGATION
DISCOVERY
894 Likes
101 Comments
77K Followers
Ex. Erica Eckman
INVESTIGATION
DISCOVERY
1,640 Likes
243 Comments
77K Followers
15SAMPLE
CAMPAIGN
POSTS
Ex. Jamie Otis
FACEBOOK & TWITTER PAMPERED
CHEF
10 Shares
957 Likes
52 Comments
101K Followers
Ex. Jaclyn Swartz
INVESTIGATION
DISCOVERY
19 Retweets
144 Likes
5 Comments
45.2K Followers
16HOW TO CREATE A SUCCESSFUL
SOCIAL MEDIA CAMPAIGN
Every successful influencer campaign differs and there’s no
cookie-cutter formula to creating the perfect campaign.
But, here are some guidelines on how to assemble
a campaign that’s right for your brand.
DON’T FORGET
FOCUS ON
ABOUT THE
YOUR LIST OF
CAMPAIGN
INFLUENCERS
PLAN
17FOCUS ON Your list of influencers is key. You want to pay attention
to three main aspects of an influencer when choosing for
YOUR LIST OF your campaign: length of list, audience reach and niche.
It’s important before starting any influencer campaign
INFLUENCERS to determine how many influencers you will need. This
is key because you will need to pay influencers, meaning
you will need to choose a certain number of influencers
based on your campaign budget.
For example, if your budget is $50,000 and you’re
looking to pay influencers $1,000 each, your
list should consist of 50 influencers.
You also want to determine whether your influencer list
will include micro or macro influencers. This will also rely
on your budget. A micro influencer will require a smaller
pay than a macro influencer. However, you will have a
larger campaign reach with a macro influencer than with
a micro influencer. But, bigger is not always necessary.
Depending on your brand, micro influencers could be
exactly what you need for your campaign.
Regardless of an influencer’s audience reach, if that
influencer is not in the right industry, your campaign will be
lost. Make sure that if you’re marketing a new energy drink,
you’re using a fitness blogger and not a tech blogger.
18DON’T FORGET
It’s easy to forget about the more
traditional aspect of influencer
ABOUT THE
marketing, which is actually putting CAMPAIGN PLAN
together a campaign. You still need
to come up with a unified message,
visually appealing graphics, a
budget, a timeline and other assets
that might be considered more
traditional when it comes
to marketing.
Without a unified plan for all of
your influencers and brand team
members to align with, your
marketing strategy will not work
no matter how many impressions
you obtain via influencers.
19KNOW YOUR COMPETITION
Find another brand on social similar to yours that is doing well and learn from them.
Below is a list of some top-level social accounts in different industries.
Clothing Retailers
Food Corporations
Travel
20BONUS TIP: USE THE BEST TRENDING TOOLS
When it comes to social media, every day it seems like a new app or a new tool is released to “streamline” or
“improve” your social use. We’ve tested them all and these are the best for influencer marketing.
Schedule all your social content, Listen to your audience and easily Send mass texts to your audience
keep track of analytics participate in conversations to boost and gather information, like
and campaigns your online presence emails, from them
Create social Transcribe your
media-worthy videos audio in seconds
in minutes
21buzzmg.com Buzz Marketing Group hello@buzzmg.com 132 Kings Highway East, Suite 202 (856) 433 8579 Haddonfield, NJ 08033
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