Influencer marketing is the practice of engaging internal and industry experts with active networks to help achieve measurable business goals.
Influencer Marketing Strategy
Gain insight into a topic and learn the fundamentals.
4.3
(182 reviews)
Intermediate level
Some related experience required
Flexible schedule
Approx. 23 hours
Learn at your own pace
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Assessments
12 assignments
Taught in English
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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
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
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
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
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
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
Instructor
Instructor ratings
4.3 (61 ratings)
Recommended if you're interested in Marketing
University of Pennsylvania
Fundação Instituto de Administração
Coursera Project Network
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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.
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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. If you only want to read and view the course content, you can audit the course for free.