Just like everything digital marketing, influencer marketing needs to start with a properly formulated goal. What is your niche? Who are influencers in that niche? What do you want to accomplish with this influencer? More importantly, how are you going to measure success?If it is your first time attempting something like this, start small. Maybe don’t tackle the multi-million follower influencer in your niche, and expect high returns. To start off, micro-influencers might be the way to go, build up experience, and as you grow so should your expectations, and ultimately your goals.

Define Your Goals and Objectives

For example:Category A: 1,000–25,000Category B: 25,001–50,000Category C: 50,001–100,000Category D: Over 100,000Category D influencers have the greatest following, the farthest reach, and could offer us the greatest visibility. But they are often extremely busy and could potentially come at a very high cost.Categories A and B is where you want to be, especially when starting up or are still inexperienced with influencer marketing. They are potentially more narrow in their focus, and surprisingly more engaged with their audience. Their cost will also be much lower.

Identify Influencers and Organize Them Into Three Tiers

Influencers are not tools, they are human beings, so instantly emailing them with a business proposition or a pitch might have negative effects, ultimately putting them off.You need to build trust, and nurture your relationship with them before any business-related topics are mentioned. Show them you actually admire their work and success before ever talking shop.

Before Reaching Out, Start to Build a Relationship

Before reaching out, do some homework. Get to know what the influencer talks about, what they like, the type of audience they have, etc., and then send out a personalized email in a friendly manner. Show them you appreciate their work and that you realize they are an authority in their niche.Another important aspect of reaching out to an influencer is timing. Monitor channel activity and conversations, you want your email to also be relevant, and that it will warrant further engagement and conversation.

Personalize Outreach

So you’ve set your goals, found the influencers in your niche, and have initiated a conversation with them. It is now time to talk business.Present your proposition in a friendly but still professional manner, and lay down the goals and objectives for both sides. Honesty and transparency are key here.Remember, influencer marketing works best if the individual is working with you, not for you. You spend time building a relationship and trust and now is the time to leverage it.

Tell Them Exactly What You Want Them to Do and What You’ll Do for Them in Return

When the time comes to create content some creative liberty needs to be in place. Be sure to appropriately communicate what you envision the campaign and content to look like, but always ask for the influencer’s 2 cents as well. Of course, if there are certain things you really need to be done in a certain way, be careful in the way you ask. Create requests and help the influencer understand why things need to be done a certain way; don’t just demand it.

Create Requests, Not Demands

In order to appropriately talk about and understand your brand and offering, they will need certain info. Be sure to empower them, and grant them access to all the necessary documentation for developing a holistic image. Things like blog posts, white papers, e-books, press releases, case studies, etc. are all good examples of such documentation.Note: In addition to knowing your brand better, this might also help the influencer be more invested in the project.

Give Them Access to Information, Events, and Experts

Influencers are influencers because they have a certain authority, a certain character, and this carries over to the way they create content. Their audience follows them for this very reason, so it would be unwise to restrict them and take away from their “charisma”. Allow them to be themselves, to use their own words, voice, and tone.

Allow Them to Be Themselves

Be sure to include hashtags such as #sponsored, #promotion, # “company name”, or something along those lines.Be sure to check each post. Oftentimes, the influencer might have forgotten to add the proper disclosure, which is a big violation. If this is the case, kindly remind them to disclose any promoted content with your brand to avoid either party from getting penalized.

Know Disclosure Requirements and Tell Them What They Need to Do

Sharing reports and analytics with each other is key to determining if the path you are currently on is the right one. See what currently is working, and try to spot any room for improvement with the influencer.Tracking metrics in both the influencer and program levels is imperative for optimizing both parties’ approaches and of course to evaluate the relationship accordingly. Finally, this can help both of you determine if the influencer’s audience is actually interested in what you have to offer

Think About Reporting

Influencer marketing has been gaining traction at an increasing rate. It is no longer a “buzzword” or a marketing trend, today it has evolved into a full-fledged strategic approach for gaining…

Stashed ideas

The 10 Step Recipe for Influencer Marketing Success

Digital marketing strategy is an ideal road map for any marketer to streamline a Digital marketing strategy. Online resources include practical implementation guides spanning Seo, Paid-Search, Email, Lead-Generation and more. We check out 10 great books for Digital Marketing.

Digital Marketing

<h1></h1>What makes things popular? If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumours more infectious? And what makes online content go viral? Contagious provides specific, actionable techniques for helping information spread — for designing messages, advertisements, and content that people will share.

Contagious: Why Things Catch On

<h1>Ranging from social media, SEO, content marketing and user experience, to customer loyalty, automation and personalization, this edition features cutting edge updates on marketing automation, messaging and email, online and offline integration, the power of technologies such as AI, plus new data protection and privacy strategies.&nbsp;</h1><h1></h1><h1>Accompanied by downloadable templates and resources, Digital Marketing Strategy is an ideal road map for any marketer to streamline a digital marketing strategy for measurable, optimized results</h1>

Digital Marketing Strategy

<h1>Think you know your customers? You better be more assured than just thinking you do, because your success depends on it! The best companies in the world first research exhaustively what their customers desire, and then they deliver it in memorable and deeply human experiences — resulting in success previously believed to be unachievable.</h1>

What Customers Crave


Everybody writes is a Go-To guide to attracting and retaining customers through stellar Online communication. Top marketing veteran Ann Handley gives expert guidance and insight into the process and strategy of content creation, production and publishing. Everybody writes is available on amazon.com and Amazon.De.

Everybody Writes

The tipping point is when an idea, trend, or social behavior crosses a threshold, tips, and spreads like Wildfire. A single sick person can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend.

The Tipping Point

Donald Miller’s Storybrand process is a proven solution to the struggle business leaders face when talking about their businesses. This revolutionary method for connecting with customers provides readers with the ultimate competitive advantage.

Building a Storybrand

<h1>Written by two of the industry pioneers, this book is a comprehensive toolkit or “bible” that any company in any industry can use to implement their own Growth Hacking strategy, from how to set up and run growth teams, to how to identify and test growth levers, and how to evaluate and act on the results.</h1>

Hacking Growth

<h1>In today’s digital age, the traditional sales funnel―marketing at the top, sales in the middle, customer service at the bottom―is no longer effective. To be successful, businesses must obsess over the questions, concerns, and problems their buyers have, and address them as honestly and as thoroughly as possible.</h1>

They Ask, You Answer

It’s key to success that we market the products we build right. It’s about telling an exciting story, knowing your customers and successfully engaging with them. Therefore, Product Managers and…

8 great books for Digital Marketing

Key Issues<ul><li>Key concepts that you need to know about attribution modelling in Google Analytics before conducting any analysis.&nbsp;</li><li>How to read multi funnel reports and attribution modelling reports in Google Analytics.&nbsp;</li><li>How to set up custom attribution models in Google Analytics to better existing models or satisfy your unique needs.&nbsp;</li><li>How to apply insights you have gained via attribution modelling into your business, and improve your conversion rate with those insights.&nbsp;</li></ul>

Using Google Analytics for Attribution Modeling

In Google Analytics, there are two sections that can tell you about your Attribution performance. The "Multi-Channel funnels" feature technically does not use Attribution model for analysis. The "Attribution" section utilizes Attribution modeling to help you understand value of each Channel.

Attribution Reporting in Google Analytics

A conversion path describes a series of visits User/S make to your Website. By default, Google Analytics gives you a Lookback window of 30 days. This means it will only take into consideration visits made by users 30 days before conversion. Nodes represent each visit and the time between the first visit and the last conversion is called the “time lag” of that specific conversion path.

Conversion Path

<blockquote>A lookback window describes how far back you want to trace visits of your users.</blockquote>By default, Google Analytics gives you a lookback window of 30 days. This means that it will only take into consideration visits made by your users 30 days before the ultimate conversion.

Lookback Window

Unless restricted, Google Analytics will calculate the conversion path of ALL of your conversion goals in your Google Analytics account.This default option is not entirely helpful since it mixes all of your goals together, ranging from goals that represent the ultimate purchase to goals that represent merely an engaged session.

Conversion

<blockquote>Each of the “visit node” represents each visit your user/s conduct on your website between the beginning of your lookback window and the occurrence of the conversion.</blockquote>The amount of visits in this timeframe is called a “path length”, and the time between the first visit and the last visit (conversion) is called the “time lag” of that specific conversion path.

Visit Nodes

If you have Google Ads integrated with your Google Analytics account, you will see an additional option in some of the settings that are called “interaction type”.This is because, with Google Ads integration, Google Analytics will also take into account any actions on the Google Ads platform as part of the conversion path, which includes 1) ad impression on a specific keyword (impression), 2) rich media view thru an ad (rich media), and 3) a click onto the website.

Interaction Type

Last week, I wrote an in-depth guide that explained in depth the core concept of attribution modeling. In the guide, I not only explained to you what attribution modeling is, but also showed you…

A Comprehensive Guide on Attribution Analysis in Google Analytics

Google Analytics is a free web Analytics tool offered by Google to help you analyze your Website traffic. If you are running any marketing activities such as search ads or social media ads, your users are most likely going to visit your website somewhere along their user journey.For most companies, your Website serves as a Hub for all of your Digital traffic. Over 50 million Websites around the world use Google Analytics. If you are not using it, you should set it up right now.

What is Google Analytics and why is it mission-critical?

Google Analytics puts several lines of tracking code into the code of your website. The code records various activities of your users when they visit your website, along with the attributes of those users. It then sends all that information to the GA (Google Analytics) server once the user exits your website.Next, it aggregates the data collected from your website in multiple ways, primarily by four levels:&nbsp;<ul><li>User level (related to actions by each user)&nbsp;</li><li>Session level (each individual visit)&nbsp;</li><li>Pageview level (each individual page visited)&nbsp;</li><li>Event level (button clicks, video views, etc).&nbsp;</li></ul>

How does Google Analytics Work?

Metrics are actual statistics Google collected about user behavior on your website. Dimensions are the various ways you can view those numbers based on the business questions you’re trying to answer. Essentially, data analytics is slicing and dicing metrics by dimensions based on the business questions you are trying to answer.

What are the distinctions between Metrics and Dimensions on Google Analytics?

There are two types of data that you can collect in Google Analytics:&nbsp;<ul><li>User acquisition data: data about your users before they visit your website&nbsp;</li><li>User behavior data: data about your users when they visit your website&nbsp;</li></ul>

What kind of data is available on Google Analytics?

Hello everyone, welcome to the first episode of the Humanlytics “Google Analytics Fundamental” video series. In each episode of this series, we are going to use a little bit over 10 minutes to cover…

What is Google Analytics, and why is it important to my business?

Cohort analysis is an analytical technique that focuses on analyzing the behavior of a group of users/customers over time, thereby uncovering insights about the experiences of those customers, and what companies can do to better those experiences.

What is Cohort Analysis?

<h2>The first “anchor” is the definition of the cohort, which is always a time period in the past.</h2>Just as you would expect from its name, a “cohort” is always time-bonded, defining a group of people who entered your website/store at a certain time period. Therefore, you need to first decide which time period you want to analyze.

Anchor 1: The Moment Of Tracking

A common misconception is that people think Cohort analysis is a mere aggregation of data points for the beginning period (March 1ST — March 7th) there is no way to tell whether the session visit in March is from the same person who visited in April. To compute Cohort analysis, you need to identify all users who visited during the initial period (March 1ST — 7th)You just need to be aware of the fact that all your cohort metrics are inflated a little compared with the most accurate computation when using Google Analytics.

Cohort Analysis in Practice

Instead of summing your session or page activities over a fixed time range, cohort analysis describes behaviours of various groups of users OVER TIME on your website — which makes the analysis somewhat harder to interpret and understand without deep understanding.

Cohort Analysis is dynamic

The second anchor is how long you want to run your analysis for (the lagging period).If you want to see how users behave one month after their initial visit, your lagging period would be 1 month.This number is selected largely based on your preferences and your company’s industrial environment.

Anchor 2: Lagging Period

Overall, it is hard to extract business value from one-time cohort analysis immediately compared to other popular analytics methods.This is mostly because you cannot really react based on your cohort analysis data.If you are running, let’s say a funnel analysis, and see some users dropping out of a part of the funnel very rapidly. You can immediately launch a retargeting campaign to those users, while patching the funnel up with some site redesign to make sure you don’t lose those users.

Cohort Analysis In Business

With both the lagging period and cohort determined, we can define the final anchor, which is the termination time of our analysis.This detail is easy to omit in Google Analytics since it treats an unfinished cohort as finished.

Anchor 3: The End Point

Last week, I asked our Analytics for Humans community on Facebook for a few suggestions on topics they’d like to learn more about. Based on the responses, people were very interested in hearing about…

What is Cohort Analysis and How Should I Use it?

Regular monthly visitors, big subscriber lists, well-trodden conversion paths give us the illusion that we own the attention of our audience — but it is only an illusion. Attention is fleeting, and must constantly be earned.

You do not own your audience

People come to Medium to read, not search for information on a specific topic. This makes Medium an inherently social platform where opinion pieces, personal accounts, or reaction posts often have a stronger performance than on our home blog.

Certain content just does better on Medium

Medium is a network. Anyone who has built up a following on Medium, whether it be the founder or a talented writer can have a major ripple effect on the visibility of an article just by interacting with it.Green-hearted recommendations aren’t typically fooled by click-bait titles, keyword stuffing, or any other shortcut. Recommends come after considered reading.

Optimizing for people after years of optimizing for search

Measuring success on Medium is tricky. First, the rules for success are so different. Second, Medium stats are detached from the rest of our analytics. Third, Medium’s analytics dashboard just doesn’t allow you to go very deep.&nbsp;You can look at total number of views, follower count, number of interactions, time spent reading and so on — but these are very surface level.

Deciding how to measure it all

Two years ago if you asked me to explain the concept of content marketing I would start by talking to you about planets. Imagine you are a marketer standing all alone — like The Little Prince — in…

What We Learned From Our First Year on Medium

From what we choose to buy to our beliefs and core values, our lives are shaped by someone or some company’s branding in some way. The decisions we make about things, ideas, or people as a result of the impressions we have are at the very core of how humans interact with the world. Just as we use these impressions to guide our decision-making, we must be conscientious of what we as developers and as people put out to the world and what makes up our own brand.

The power of branding

Branding isn’t about you, it’s about everyone else and how they perceive you.&nbsp;<ol><li>To start off defining your brand, ask 5 of your colleagues a simple question like "What are my top three qualities?" the biggest things to note are the qualities or words that show up over and over.&nbsp;</li><li>After getting feedback from your peers and colleagues, the next step in the branding process is curation. The key to this step is fully understanding what you want to be known for and evaluating if it matches up with what people think about you in your work.</li></ol>

Define and curate

Once you’ve set who the “future you” is going to be, the next step is to grow the brand of that person. An important question to ask during this step is how you’re going to get from present you to future you.&nbsp;

Grow

Learn by analyzing your success metrics and understanding how you’ve done. This is a simple step that is oftentimes forgotten but crucial to the entire branding process.&nbsp;Constant iteration of a brand (which includes revisiting the Define, Curate, and Grow stages based on your aspirations and learnings) and fine-tuning different aspects of it ensures that it will not only continue to grow in influence but also hone into what is working well and discard of what isn’t

Learn

In my life, I’m not just Neha the software engineer or Neha the traveler, but I’m also Neha the brand, who goes to speaking engagements, has talks you can find on the internet, and has an entire…

Why a Personal Brand is Necessary For Today’s Developer

Your audience isn’t the number of people who consume a particular creation, but rather the number of people you can count on to consume your NEXT creation.Without a CONNECTION to your fans, you have no ability to ensure they will see your NEXT creation — which is ultimately what matters and why it’s a more accurate way to measure your audience.

What An Audience Actually Is

<ul><li>Audience Identification. You can’t grow your audience until you decide who you want to be in your audience.</li><li>Content Creation. Your content is the gas that fuels your audience growth.</li><li>Content Optimization. You also must optimize that content to ensure you get the most out of it.</li><li>Content Distribution and Promotion. Once your content’s optimized, it’s ready to be unleashed on the world.</li><li>Audience Conversion</li><li>Audience Activation. This means figuring out ways to get your existing audience to consume and share your content as well as developing strategies to get your audience to spread the word.</li></ul>

The 6 Elements Of Audience Growth

What follows is a breakdown of the keys to audience growth and how to establish the necessary mindset to build your fanbase and further your career. While every creator’s specific situation is…

The Ultimate Guide To Growing Your Audience

Different types of marketing strategies are designed to achieve different goals. <ul><li>You can use your marketing strategy to target consumers at different stages in the sales funnel. </li><li>You can use the metrics you generate from these strategies to pin down your customer buying journeys.</li></ul>

Marketing Strategy Definition

Many companies use employee discounts as part of their benefits packages. You want to build a stable of engaged employees who don't just show up for their paychecks, but who come to work ready to promote the business. You need your workforce to help promote your brand.

Employee Marketing

B2C marketing refers to a marketing strategy that’s designed for a company that markets its products or services directly to consumers. They can operate online, in brick-and-mortar stores, or both.

Business-to-Consumer (B2C)

B2B marketing occurs when one business markets its products or services to another business or organization. You have to identify the Decision-Makers and figure out how to gain Buy-In from C-Level leadership.

Business-to-Business (B2B)

A cause marketing strategy requires a partnership that benefits both parties. You could create online courses on spiritual topics. You could partner with a church or other religious organization and donate a portion of your profits to that cause. You could invite customers to add a donation amount to their purchases.

Cause Marketing

In-home demonstrations are one example of direct selling. Companies like Amway, Avon, and Mary Kay have built their entire businesses around direct selling. You need excellent sales skills as well as a gregarious, extroverted personality.

Direct Selling

Co-branding or affinity marketing refers to a partnership between two organizations that have common interests and audiences. You could partner with another Kajabi entrepreneur and create a course together. You might experience increased sales because you’re pooling your audiences.

Co-Branding and Affinity Marketing

Branded media is media that your company produces for the purposes of informing, entertaining, and engaging your audiences. Earned media, on the other hand, is free exposure, typically via public relations. You don’t have to pay for or create the media, which means that you don’t have to deplete any of your own resources.

Earned Media/PR

A point of purchase (or point of sale) marketing strategy involves upselling to the customer near the place where he or she makes a purchase.In a retail store, for example, you might have noticed that small items are arranged on or near the counters. You might have experienced a Cashier who has tried to Upsell you on another product.

Point-of-Purchase Marketing (POP)

Any marketing that you conduct over the Internet can be considered an Internet marketing strategy. You need a specific strategy if you want to grow your business. An Internet marketing strategy should also cover Metrics that you might collect from your efforts. Connecting Google Analytics to your Kajabi Website allows you to view Metrics like bounce rates, traffic data, and more.

Internet Marketing

Paid media advertising can take many forms: <ul><li>Paid social </li><li>Paid search </li><li>Display advertising </li><li>Television and radio commercials </li><li>Billboards </li><li>Print ads </li></ul>

Paid Media Advertising

It’s easier than ever to generate word-of-mouth advertising because it no longer depends on people speaking to one another face to face. You might get word-of-mouth advertising when a customer mentions your online course on social media or writes a blog post about it.

Word-of-Mouth Advertising

There are a few ways in which you can improve your chances of creating a piece of viral content: <ul><li>Use lots of visual imagery, such as photos and video. </li><li>Piggyback on a trending or popular subject. </li><li>Build your audience first, then release the content. </li><li>Ask your followers to share the content. </li><li>Offer something that’s more educational, inspiring, or entertaining than anything your </li><li>competitors have produced. </li><li>Provide an incentive for sharing the content. </li></ul>

Social Networks And Viral Marketing

In business and marketing, storytelling allows you to reach your audience on an emotional level. You can tell your brand story, a personal story, or the story of one of your customers.

Storytelling

Everyone loves a good contest. This type of marketing works particularly well on social media platforms, such as Instagram and Facebook, but you can also run contests on your Kajabi blog or other online properties.

Contest Marketing

Networking events offer the ideal environment for reaching people. If you teach courses on personal development, a technology networking event might not offer the best fit. Always bring plenty of literature to hand out. Keep your elevator pitch short and simple, and look for ways to help other people before you ask them to buy something for you.

Networking Events

When you create content, you want it to appear in the search engines. Through search engine optimization (SEO), you can generate massive ROI through search engine marketing (SEM).Think of SEM as a challenge to drive your content into the top few listings in the search engine results pages (SERPs). Creating unique, value- and data-driven content can help you generate backlinks to your work and make your content more appealing to the search engines.

Search Engine Marketing

Some experts call social media the new blog. People are posting value-rich content on social media, driving traffic to their sales and landing pages while building brand awareness and creating relationships with their audience members.

Social Media Marketing

SEO covers things like meta tags, keyword selection and optimization, and more.When it comes to keywords, you have plenty of options. Latent semantic indexing (LSI) keywords can help your content become more contextually relevant to both users and search engines. LSI keywords are phrases that relate to your primary keyword

Search Engine Optimization

A content marketing strategy involves any type of content that you publish online, from your <a href="https://blog.newkajabi.com/use-kajabi-landing-pages-to-build-your-audience">landing pages </a>and blog posts to your social media accounts.It’s an extremely effective strategy because it drives organic traffic from the search engines and converts visitors into loyal followers.

Content Marketing

Inbound marketing refers to any marketing activity that attracts leads to your business like a magnet. Instead of running a television commercial or developing a blind PPC campaign, you start an Email list.

Inbound Marketing

Inbound marketing offers many advantages, but companies still use outbound marketing to great success. Direct mail, for instance, might get read as often as Email, but you must develop a list of qualified prospects.

Outbound Marketing

Email campaigns keep you directly tied to your audience. Use them to segment your audience, as described above, and use opt-in forms on your Kajabi website to allow users to sign up. You can send emails that contain educational content, information about sales, discounts, coupon codes, and more.

Email Campaigns

Think of your customer’s journey as a series of touchpoints. Each will be unique depending on how your customer found out about you and the steps necessary to convert him or her. Touchpoint marketing involves analyzing the touchpoints that your customers hit most frequently so you can optimize them.

Touchpoints

Your brand encompasses physical manifestations of your business as well as your company culture, voice, tone, and structure. Use your answer to define every aspect of your brand.

Branding

<a href="http://www.agilemarketing.net/what-is-agile-marketing/">Agile marketing </a>is a set of core values and belief systems that drive a company’s marketing strategy. It favors lots of small experiments, consistent feedback from customers, rapid iteration, and data and analytics.

Agile Marketing

If you want to gain more customers quickly, consider setting up an affiliate marketing company. Your affiliates earn commissions on every sale that they generate for your business. In most cases, each affiliate gets a unique link to your product page.

Affiliate Marketing

Similar to content marketing, article marketing refers specifically to writing articles based around your business’s core purpose and industry. You can publish these articles on your own website, guest-post them on relevant industry blogs, or use them as lead magnets to attract email signups.

Article Marketing

An augmented reality marketing strategy <a href="https://www.forbes.com/sites/forbesagencycouncil/2017/06/13/11-creative-uses-of-augmented-reality-in-marketing-and-advertising/#a067b746b122">brings the third dimension into your marketing efforts</a>. It’s likely a more expensive option than other types of marketing strategies on this list, but it’s also a forward-thinking option.

Augmented Reality Marketing

<a href="https://blog.kissmetrics.com/behavioral-marketing/">Behavioral marketing </a>takes advantage of that data to tailor marketing messages to specific consumers. Using cookies, IP addresses, web histories, and more information, behavioral marketing allows you to ensure that each customer sees the right message at the right time.

Behavioral Marketing

Unlike relationship marketing, which focuses on customer retention, transactional marketing attempts to make the most of each individual transaction. In other words, it attempts to convince the user to spend more during each transaction by offering other products, placing ads in conspicuous places, and providing incentives for upsells.

Transactional Marketing

When you write a guest post for someone else’s blog, he or she will usually allow you to include a call to action (CTA) at the end of the post. You can include a link back to the sales page that would most appeal to that blog’s audience. It’s a great way to briefly hijack someone else’s platform to gain more eyes for your own content and digital products.

Guest Posting

While guest posting allows you to create content for someone else’s audience, influencer marketing results in original content by a blogger or social media personality who recommends your digital products to his or her audience. In most cases, you must pay the influencer for this service, but you can also give away free products and create other arrangements, depending on the influencer’s terms.

Influencer Marketing

Let’s talk about marketing for a minute. It sounds like a fairly simple topic, but it’s broader than you think. In fact, we’ve come up with 36 distinct marketing strategies and tactics that you can…

Laura Graham@lauragrah