Book 6

Connecting with Influencers

Contents at a Glance

  1. Chapter 1: Communicating with Influencers
    1. Defining Influencer Marketing
    2. Identifying the Primary Influencer Platforms
    3. Engaging Stellar Influencers
    4. Making Influencer Marketing Work for You
  2. Chapter 2: Collaborating to Win
    1. Discovering the Evolving Role of Influencers
    2. Recognizing Influencer Types
    3. Finding the Right Influencers
    4. Uncovering New Influencers
    5. Influencing with Customer Advocacy
    6. Enhancing Word of Mouth (WOM) with Advertising
    7. Paid Influencer Programs
  3. Chapter 3: Engaging Influencers Using the “Three Cs”
    1. Communicating Like a Pro
    2. Upping Your Game: Creating an Influencer Contract
    3. Compensating Influencers Fairly
  4. Chapter 4: Succeeding with Influencer Marketing
    1. Secret #1: Set Realistic Campaign Goals
    2. Secret #2: Know Your Audience
    3. Secret #3: Stay on Message
    4. Secret #4: Be Agile
    5. Secret #5: Recognize the Power of Emotional Stories
    6. Secret #6: You Get What You Measure
  5. Chapter 5: Getting Creative
    1. Getting Creative and Letting Go
    2. What If It All Goes Wrong?
  6. Chapter 6: Working with an Agency
    1. So, You Want to Hire an Influencer Marketing Agency
    2. Deciding Which Type of Agency Is Right for You
    3. One-Off Events versus Continuity Campaigns