Influencer Marketing Strategies

In Kellogg Executive Education's 8-week online Influencer Marketing Strategy program, participants learn to create an end-to-end influencer game plan to set their business apart apart from the competition by fostering authentic partnerships with influencers who have the power to persuade a target audience. Modules completed during this program include: Module 1: Introduction to Influencer Marketing: What It Is and What It Is Not As new tactics emerge, marketers must refocus their attention on the big picture. Strategic influencer marketing should be seen as relationship marketing—an approach that creates new value through developing deeper partnerships throughout the entire value chain. Module 2: Understanding Influence and Influencers In marketing, an influencer is someone who has the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with the audience. You will learn how influence is contextual, and that there is no such thing as an all-purpose influencer. Module 3: Mapping Influencer Marketing to the Customer Journey When influencers are part of the journey, they serve as external advocates who can help prospects overcome objections earlier in the process. Learn how to leverage influencer marketing as part of the customer journey through a three-step framework. Module 4: Understanding the Target Audience Targeting the right audience is critical. Here we discuss the principle of observation in influencer marketing and strategy and differentiate between the two phases involved in the "observe" process. Module 5: Identifying Relevant Influencers If attention is currency, then influence is wealth. In the second step of the “observe” process, you will learn how to identify the right influencers using the five-factor framework that measures the influencer's effectiveness and the value they can add to your brand. Module 6: Engaging Influencers and Creating Brand Ambassadors The road to influence is lined with potholes. Therefore, it is crucial for organizations to pick the right influencer for their brand and engage with them in the right way to build a strong symbiotic relationship. Learn how to connect with potential influencers and identify whether there is an opportunity to develop a trusting relationship. Module 7: Structuring Relationships With Influencers: Agreements and Contracts A well-constructed influencer contract outlines expectations and helps protect brands from rogue behavior. Professional influencers appreciate the specificity that helps them meet the brand's underlying goals. Understand the importance of having a legal agreement with an influencer, including the key elements to include to ensure a successful relationship. Module 8: Monitoring Performance and Measuring Success An influencer's engagement is the primary measure of influencer marketing success, but it is not always easy to accurately monitor performance and measure success. For example, how do you measure the organic, untrackable impact of your influencer marketing? You will learn the biggest mistakes marketers make when trying to measure performance.