You will learn to:

  • Understand what Influencer Marketing is and it's many different faces
  • Recognise how Influencer Marketing fits within the marketing mix and how to find the right influencers for your brand
  • Build a compelling proposition for your influencers
  • Understand the ladder of engagement to maximise your Influencer programme
  • Appreciate the legal guidelines around Influencer Marketing
  • Define a measurement framework

Details

Level
Foundation
Duration
1 day (7 CPD hours)

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Course availability

Start Location Member Non-Member Places Left  
26/06/19 Edinburgh Napier University £510.00 £599.00 19

Course Information

Programme

What is Influencer Marketing in today’s world

  • More than just a celebrity Endorsement
  • How has the online world changed the sphere of Influence
  • Understanding why it’s so powerful
  • The importance of building a relationship
  • How to make the ‘Connected Consumer’ a friend

How to find the right Influencer for your brand

  • Identify the right influencer through segmentation, targeting and positioning
  • Link an influencer back to your brand values and customer personas
  • Perform effective influencer outreach – an insight into useful tools and paid vs non-paid
  • Set your objectives – be clear about deliverables

How to get the most out of your Influencer Relations

  • Deliver a compelling proposition for your Influencers
  • How to negotiate effectively with Influencers
  • The ladder of engagement to maximise your influencers – pinpoint and scale
  • How your customers can become your influencers

Embracing Social Media to support your Influencer Strategy

  • How to integrate the Influencer Activity into your social media channels
  • The power of Communities
  • The importance of listening to your customers
  • Why brand advocates are critical to success

Integration across the marketing mix

  • The importance of creating strong content
  • Creativity is needed to make an impact
  • Influencers and PR
  • Understand the power of external link building
  • How Influencer marketing can drive SEO

What does success look like?

  • Understand the legal guidelines
  • Best practices to maximise your spend
  • When is it time to move on with a particular Influencer
  • How to measure its success

Who Should Attend

In a world where consumers are on 24/7 and constantly bombarded by media messages, brands cannot ignore the power of influence on consumers. But how can you determine which ‘Influence’ is most effective and how to harness the power of Influencers within your marketing strategies. Those who attend this course will learn how to deliver a successful Influencer marketing strategy and the opportunities that are available for brands to really leverage Influencers to engage a target audience, increase brand loyalty and drive results.

This course is for those who currently work in marketing, social media or PR teams (or have responsibility for all) within an organisation and want to ensure they are up to date with current best practices and strategies.

Tutor

Nicola Renshaw F IDM, Managing Director, Renshaw Communications


Nicola has over 18 years in house experience at large B2B Brands, including BT, Dunhill and Avaya where she lead Marketing and PR teams that delivered cross media Marketing strategies and ROI driven campaigns.

More recently she ran the PR for a SAAS business focusing on digital transformation software in the media & technology sectors.

Venue

London (W1W 8SS)

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

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Martin Radford,
Data Services Manager, CDS Global

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