Influencer marketing is the practice of engaging internal and industry experts with active networks to help achieve measurable business goals.
Influencer Marketing Strategy
Ends tomorrow! Save on skills that make you shine with 40% off 3 months of Coursera Plus. Save now
Gain insight into a topic and learn the fundamentals.
4.3
195 reviews
Intermediate level
Some related experience required
Flexible schedule
3 weeks at 10 hours a week
Learn at your own pace
93%
Most learners liked this course
Gain insight into a topic and learn the fundamentals.
4.3
195 reviews
Intermediate level
Some related experience required
Flexible schedule
3 weeks at 10 hours a week
Learn at your own pace
93%
Most learners liked this course
Skills you'll gain
- Content Marketing
- Influencing
- Target Audience
- Presentations
- Marketing Strategies
- Marketing Effectiveness
- Brand Awareness
- Driving engagement
- Stakeholder Engagement
- Campaign Management
- Social Media Marketing
- Marketing Communications
- Return On Investment
- Marketing Analytics
- Key Performance Indicators (KPIs)
- Social Media Campaigns
- Social Media Strategy
- Social Media Analytics
Tools you'll learn
Details to know
Shareable certificate
Add to your LinkedIn profile
Taught in English
91%
of learners achieved a positive career outcome
See how employees at top companies are mastering in-demand skills
There are 6 modules in this course
On average, businesses are making $6.50 in revenue for each $1 spent on influencer marketing. In fact, 70% are earning $2 or more, and the top 13% are earning $20 or more. But, 30% are either breaking even or failing to generate a return on their investment. So, learning how to overcome the main challenges when rolling out an influencer marketing strategy can significantly improve your return on marketing investment (ROMI).
What's included
14 videos4 readings2 assignments1 peer review
14 videos•Total 85 minutes
- Video welcome to this Influencer Marketing Strategy course.•9 minutes
- Avinash Kaushik points out an ugly truth•6 minutes
- Creating remarkable content is critical•3 minutes
- Interest in influencer marketing is spiking•3 minutes
- Definition of influencer marketing; “Influencer marketing is the next big thing”•7 minutes
- What is the value of influencer marketing?; How do you improve the odds of success?•6 minutes
- Challenges when engaging influencers•5 minutes
- Fewer journalists are the right influencers; Identifying the right influencers is hard•6 minutes
- Some engagement tactics may not work; Some engagement tactics only work once•6 minutes
- Measurement is key to bigger budgets; Measure key performance indicators (KPIs)•8 minutes
- Can influencer marketing be automated?•6 minutes
- Measuring ROI vs. ROMI•5 minutes
- Tracking influence vs. custom campaigns; Influencer discovery vs. identification•9 minutes
- Vetting influencers vs. letting go of control; Can influencer marketing be automated?•9 minutes
4 readings•Total 40 minutes
- Welcome to this course on Influencer Marketing Strateg•10 minutes
- Explain the ugly social media marketing problems that an influencer strategy solves•10 minutes
- Describe the main challenges when rolling out an influencer engagement strategy•10 minutes
- Question assumptions that an influencer marketing platform can automate an inefficient operation•10 minutes
2 assignments•Total 60 minutes
- Explain the ugly social media marketing problems that an influencer strategy solves.•30 minutes
- Describe the main challenges when rolling out an influencer engagement strategy.•30 minutes
1 peer review•Total 120 minutes
- Question assumptions that an influencer marketing platform can automate an inefficient operation.•120 minutes
Influencer strategy isn’t as effective or successful without content marketing. Great content is at the center of the value exchange between a business, influencer, and buyer. Incorporating influencers in your content facilitates reaching new audiences with brand messages that are credible and trusted.
What's included
8 videos6 readings2 assignments1 peer review
8 videos•Total 68 minutes
- The hypodermic needle model•7 minutes
- Model ignored the role of influencers; 1940 study of social influence; The 2-step flow model; Influencers must look over their shoulders•10 minutes
- Creating content worth sharing is the key; Creating content worth sharing for NACA; Created a compelling documentary; Influencers got a link to the documentary; NACA got 360,000 participants in 8 cities•13 minutes
- Video content is more influential than text; Emotional ads drive business results•8 minutes
- Which emotions did people feel?; Did the ads make people smile?; Did the ads change people’s hearts and minds?; and Did the ads made the cash register ring?•7 minutes
- Creating compelling content with influencers; Influencers are more influential than brands; Best practices for influencer collaboration•8 minutes
- Influencers tell GE’s story in their own voices; The Slow Mo Guys break down GE science; Creator-in-Residence demystifies geeky topics; Sponsored video content; GE is now sponsoring 150 social videos•9 minutes
- Artist created paper airplane with GE engines; GE is creating and sponsoring video content•5 minutes
6 readings•Total 60 minutes
- Illustrate why creating content worth sharing or ideas worth spreading are also key•10 minutes
- Identify the top emotional responses to video content Unruly uses to predict shareability•10 minutes
- Tool tests emotional impact of video content; Deep emotional intelligence•10 minutes
- John Lewis’s “BusterTheBoxer”; Sainsbury’s “The Greatest Gift”•10 minutes
- Toyota “Good Odds” Tops Unruly’s 2018 Super Bowl Effectiveness Chart•10 minutes
- Justify employing top influencers and micro influencers to create sponsored content•10 minutes
2 assignments•Total 46 minutes
- Illustrate why creating content worth sharing or ideas worth spreading are also key.•30 minutes
- Watch the Super Bowl 2018 Edition of Unruly’s Ad Effectiveness Chart, which ranks ads based on their EQ scores – a combined metric that scores ads on their likely emotional, social and business impact.•16 minutes
1 peer review•Total 60 minutes
- Justify employing top influencers and micro influencers to create sponsored content.•60 minutes
Identifying the right influencers is hard. In this course, I will show you how to use 3 different tools to discover the most relevant influencers for your campaign. Why so many tools? Because each one has different strengths and weaknesses. And a decade ago, I used a fourth tool, but the company that made it has closed. So, I don’t want you to become too dependent on any one tool to find the right influencers.
What's included
13 videos3 readings2 assignments1 peer review
13 videos•Total 74 minutes
- How to identify the right influencers; Don’t become the tool of your tools•5 minutes
- Use BuzzSumo to find the most shared content; It also shows you what isn’t being shared; Find influencers with topic in their Twitter bios; See what content an influencer shares•9 minutes
- BuzzSumo analyzed 100 million headlines; Expert reflections and advice; How to write engaging B2B headlines•7 minutes
- Expert reflections on the research•3 minutes
- Learning objective: Diagram Traackr’s methodology for identifying social media influencers in a topic area•2 minutes
- Identifying influencers for Recipe.com; We used Traackr to find and rank influencers•6 minutes
- Keywords defined relevant conversations•2 minutes
- Keywords defined relevant conversations; Traackr identified top 50 recipe influencers•3 minutes
- Traackr showed relevant posts on topic; “Dessert recipes” top trending keyword•5 minutes
- We invited top influencers to a webinar; Page views grew 500% to 30.6 million a month; Facebook referrals up 59%, Pinterest up 180%•8 minutes
- DealMaker tracks sponsored content globally; Every brand must have an influencer strategy; Influencers dominate social video ecosystem•10 minutes
- Is your goal to drive views or engagement?; Tubular’s 5 principles of influencer marketing•9 minutes
- Jungle Creations is a digital media company; Jungle Creations creates content for brands; Performance of organic Oreo content; Performance of sponsored Oreo content; DealMaker helped Twisted win a big deal•5 minutes
3 readings•Total 30 minutes
- Use BuzzSumo to identify influencers, bloggers, and journalists in your industry by topic.•10 minutes
- Diagram Traackr’s methodology for identifying social media influencers in a topic area•10 minutes
- Rate DealMaker's strengths and weaknesses in finding social media influencers for a project•10 minutes
2 assignments•Total 60 minutes
- Diagram Traackr’s methodology for identifying social media influencers in a topic area.•30 minutes
- Rate DealMaker’s strengths and weaknesses in finding social media influencers for a project.•30 minutes
1 peer review•Total 60 minutes
- Use BuzzSumo to identify influencers, bloggers, and journalists in your industry by topic.•60 minutes
In this course, I will share several examples of influencer outreach best practices, which I call “schmooze optimization.” This is the process of making casual conversation with influential individuals who can help you to achieve measurable business goals. And it’s worked for a wide variety of B2B, B2C, and nonprofit organizations.
What's included
13 videos3 readings2 assignments1 peer review
13 videos•Total 83 minutes
- Finding the right engagement tactics is hard; Find sponsorship opportunities for Celebrities•7 minutes
- Create value for an Authority’s community; Help Connectors grow their networks; Help Personal Brands build their reputation; Provide an Analyst with new data and insights•8 minutes
- Provide an Activist with access•4 minutes
- Bring Experts in for their advice; Engage an Insider in a healthy debate•5 minutes
- Boost Journalist’s readership with a juicy story•5 minutes
- “Schmooze optimization” is a process•5 minutes
- “Do you have any video?”•10 minutes
- “Best PR pitch so far this year”; The optimized schmoozing of “Johnny X”•7 minutes
- “It is going to be kinda big”•3 minutes
- New way to use boosted posts on Facebook•4 minutes
- Engaging influential bloggers for Parents; We shared photography tips a second time; We also thanked 7 influential mom blogs; Parents got 129,155 potential subscribers•8 minutes
- Traditional influencer marketing campaigns; “Always-on” influencer relations programs; What business challenge did Orange face?; Leverage influencers to launch a new product;Segmented audience into 4 communities•8 minutes
- Influencer relations plus influencer marketing; Marketing & Communication influencers; Lifestyle & Design influencers; High Tech and Connected Home influencers; Performance of influencer relations program•10 minutes
3 readings•Total 30 minutes
- Analyze 9 types of influence to find the best engagement tactics for these influencer categories•10 minutes
- Test engagement best practices and use influencer outreach tactics that work often•10 minutes
- Develop an "alwayson" influencer program that strengthens your influencer relations•10 minutes
2 assignments•Total 60 minutes
- Analyze 9 types of influence to find the best engagement tactics for these influencer categories.•30 minutes
- Test engagement best practices and use influencer outreach tactics that work often.•30 minutes
1 peer review•Total 60 minutes
- Develop an “always-on” influencer program that strengthens your influencer relations.•60 minutes
This course will teach you how to measure the success of your programs with the appropriate key performance indicators (KPIs). If it’s brand awareness, then you will want to learn how to measure brand lift. If it’s engagement, then you will want to learn how to measure applause, conversation, and amplification rates. If it is lead generation, then you will want to learn how to track influencer campaigns in Google Analytics.
What's included
11 videos3 readings2 assignments1 peer review
11 videos•Total 76 minutes
- If brand awareness is a goal, then measure it; Gross rating points (GRPs) are bogus metrics•8 minutes
- Advertising value equivalency (AVE) is bogus•8 minutes
- Brand lift is one of the right KPIs to use•3 minutes
- Brita saw a 36% lift in brand favorability; Google Surveys can also measure brand lift; Meredith saw a 33.8% lift in brand interest•10 minutes
- How should you measure engagement?•5 minutes
- Applause rate; Conversation rate; Amplification rate•8 minutes
- TrueSocialMetrics was inspired by Avinash; TrueSocialMetrics has competitive analytics•6 minutes
- Best social media metric: Economic value; Connect Google Analytics to TrueSocialMetrics; Select goals from a template; Set the goal value•8 minutes
- Find your most effective social networks; Use Campaign URL Builder for tracking•12 minutes
- Find your most effective influencer post•4 minutes
- Apply what you have learned to write a 5-paragraph essay that evaluates a range of key performance indicators for measuring influencer marketing•3 minutes
3 readings•Total 30 minutes
- Compare gross rating point (GRP), advertising value equivalency (AVE), and brand lift•10 minutes
- Assess applause, conversation, and amplification rates as "the best social media metrics"•10 minutes
- Evaluate a range of key performance indicators (KPIs) for measuring influencer marketing•10 minutes
2 assignments•Total 60 minutes
- Compare gross rating points (GRPs), advertising value equivalency (AVE), and brand lift.•30 minutes
- Assess applause, conversation, and amplification rates as the “best social media metrics.”•30 minutes
1 peer review•Total 60 minutes
- Evaluate a range of key performance indicators (KPIs) for measuring influencer marketing.•60 minutes
Your final project for this course is to create a pitch deck for a social media influencer strategy. The purpose of your final project is to give you a concrete artifact that you can use to demonstrate your mastery of new competencies and skills to either the executives in your current organization or to prospective employers.
What's included
10 videos3 readings2 assignments1 peer review
10 videos•Total 89 minutes
- What’s the return on marketing investment?; How to calculate the ROMI of Kim’s #ad•10 minutes
- Measuring performance for Rutgers; Gave influential blog strategic insights; Gave journalist story in advance; Optimized and distributed a press release; Used ROMI to measure program; Calculate the return on marketing investment (ROMI) of an influencer program•12 minutes
- Develop the business case for launching a series of influencer marketing campaigns; the secret formula for success; Build your budget from the bottom up; Agencies charge more for the same person•10 minutes
- Turn influencer marketing into a profit center; Finding the right micro-influencers is also key; PiperSport case study•10 minutes
- Influencer marketing strategist; Team included a social media content creator; PiperSport unveiled on Jan. 21, 2010; PiperSport video got 132,241 views; 12,782 people liked PiperSport fan page•7 minutes
- PiperSport Twitter feed got 758 followers; Influencer was briefed on the first online order; 15 online orders for a $140,000 product; Piper Aircraft got ROMI of 9.5•8 minutes
- This is a “be careful what you wish for” story; Develop the business case for launching a series of influencer marketing campaigns that lays the foundation for building an “always-on” influencer relations program•6 minutes
- Guy Kawasaki’s 10/20/30 rule; 10 slides•5 minutes
- 20 minutes; 30-point font; Learning objectives vs. purposes of pitch; Influencer Marketing Strategy; Problem/opportunity; Value proposition; Underlying magic; Business model•11 minutes
- Go-to-market plan; Competitive analysis; Influencer marketing team; Projections and milestones; Status and timeline; Summary and call to action•10 minutes
3 readings•Total 30 minutes
- Calculate the return on marketing investment (ROMI) of an influencer program•10 minutes
- Develop the business case for launching a series of influencer marketing campaigns•10 minutes
- Create a pitch deck for a social media influencer strategy as your final course project•10 minutes
2 assignments•Total 60 minutes
- Calculate the return on marketing investment (ROMI) of an influencer program.•30 minutes
- Develop the business case for launching a series of influencer marketing campaigns.•30 minutes
1 peer review•Total 120 minutes
- Create a pitch deck for a social media influencer strategy as your final project.•120 minutes
Instructor
Instructor ratings
4.3 (64 ratings)Instructor ratings
We asked all learners to give feedback on our instructors based on the quality of their teaching style.
1 Course•58,498 learners
Explore more from Marketing
Guided Project
SSimplilearn
Specialization
Course
SSimplilearn
Course
Why people choose Coursera for their career
Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
Learner reviews
4.3
195 reviews
- 5 stars
64.10%
- 4 stars
18.97%
- 3 stars
7.17%
- 2 stars
3.58%
- 1 star
6.15%
Showing 3 of 195
G
GS
5·
Reviewed on Feb 19, 2022
Greg Jarboe kept the topic intersting througout the course along with keeping the level of course at par with the credibility of university. Thank to you for great insights.
M
MB
5·
Reviewed on Mar 29, 2022
Great course very informative and the instructor is very knowledgeable
C
CD
5·
Reviewed on Sep 9, 2019
Structured, illustrated w/ solid examples, delivery is excellent from a professional who clearly loves explaining, directly applicable. Highly recommend it.
Frequently asked questions
Q: Is it worth paying Kim Kardashian West $500,000 for a single Instagram post?
A: Good question. In this course, we will take a close look one of Kim’s Instagram posts, which says, “#ad Excited to be partnering with @sugarbearhair to share their amazing hair vitamins with you! These chewable gummy vitamins are delicious and a favorite part of my hair care routine #sugarbearhair.” You will learn how to calculate the number of orders that Kim’s sponsored post needed to generate for SugarBearHair to get a positive return on marketing investment (ROMI).
Q: How do I identify the right influencers?
A: Identifying the right influencers is hard. In this course, I will show you how to use 3 different tools to discover the most relevant influencers for your campaign. Why so many? Because each one has different strengths and weaknesses. And a decade ago, I used a fourth tool, but the company that made it has been closed. So, I don’t want you to become too dependent on any one tool to find the right influencers.
Q: How do I find the right engagement tactics?
A: In this course, I will share several examples of influencer outreach best practices, which I call “schmooze optimization.” This is the process of making casual conversation with influential individuals who can help you to achieve measurable business goals. In 2012, Mark Huffman, the Integrated Production Manager at Procter & Gamble, said that his key takeaway from the conference where I coined the term was the concept of optimized schmoozing. And it’s worked for a wide variety of B2B, B2C, and nonprofit organizations – although I will share the story of one brand which is used to treat “jock itch” that my agency wasn’t able to help because we couldn’t find any key influencers who wanted to promote their content.
Q: How should I measure the performance of my programs?
A: It depends. Which marketing goals will your organization focus on over the next 12 months? This course will teach you how to measure the success of your programs with the appropriate key performance indicators (KPIs). If it’s brand awareness, then you will want to learn how to measure brand lift. If it’s engagement, then you will want to learn how to measure applause, conversation, and amplification rates. If it is lead generation, then you will want to learn how to track influencer campaigns in Google Analytics. And if it is being successful at tracking ROI, then you will want to learn how to calculate return on marketing investment (ROMI), which is different than ROI.
To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
More questions
Financial aid available,
¹ Some assignments in this course are AI-graded. For these assignments, your data will be used in accordance with Coursera's Privacy Notice.