Influencer marketing is one of the most effective marketing strategies today. It's also hard to get right. In this free course, Nicole Ponce, Head of Influencer Marketing at Semrush, shares her simple and effective method for planning and launching an influencer marketing campaign that drives results. This course also includes a bonus lesson on Employee Advocacy Programs by marketing expert Kate Busby.
Overview
Syllabus
- Why Influencer Marketing
- In this lesson, your course leader and head of influencer marketing at Semrush, Nicole Ponce, gives you a history of influencer marketing from all way back in 1882 to the current day. We'll discuss why influencer marketing is so popular right now and get into how this course will prepare you to launch your own influencer marketing campaign.
- About this Course
- This lesson outlines everything you'll learn in this course, from the very basics of influencer marketing to measuring the results of your first campaign. Nicole also introduces Rita, Head of Academy at Semrush, who will guide you through the tools and platforms you'll be using along the way.
- Affiliate Marketing and Influencer Marketing: Key Differences and Benefits
- In this video, we’ll explore the differences between these two powerful marketing strategies and how word-of-mouth marketing plays a role. By the end, you’ll be able to distinguish between them and start leveraging influencers to grow your business.
- Special Invite: Spotlight Conference by Semrush
- The Semrush Spotlight Conference on October 30th in Amsterdam is coming! We are excited to announce a special offer for our Semrush Academy Students.
- Activity: Influencer Inspo
- In this activity, you'll learn the importance of a 'swipe file' – a collection of marketing screenshots or images. You'll go online and find a really good influencer post that will serve as your first bit of inspiration for the campaign you'll build on this course. You'll reflect on what kind of post this is, and what you like about it, and get those creative juices flowing.
- The Brief and Why it Matters
- In this lesson, you'll learn how to create an effective influencer marketing campaign brief. We'll cover essential components such as campaign objectives, target audience, timeline, budget, and key deliverables. You'll understand how to define clear KPIs for different stages of the marketing funnel, develop a compelling campaign concept, and guide influencers in content creation.
- Avoid This Common Mistake and Start Setting SMART Goals
- Discover how to leverage the marketing funnel to boost your campaigns. This video explains how to set KPIs for different funnel stages, from awareness to conversion. Learn practical tips to align your campaign objectives with measurable success indicators and optimize your strategy!
- Types of Influencer Collaborations
- Rita will guide you through the top ways brands collaborate with influencers, along with some great examples. You will learn how different types of collaborations are suitable for various budgets and how costs can vary depending on the industry.
- Activity: Fill out a Brief
- In this activity, you'll take all the knowledge from the previous lessons and create your own brief using our downloadable template. Feel free to go back and reference previous videos if you're feeling stuck!
- Finding the Right Influencers to Work with
- In this lesson, you'll learn how to find and build relationships with the right influencers for your brand. We'll cover the main criteria for selecting influencers, categorize them into Mega, Macro, Micro, and Nano, and discuss budget considerations. You'll understand the importance of brand alignment and engagement rates and gain insights into negotiating fair compensation.
- Five Ways to Find Influencers For your Campaign (with and without Semrush)
- Get ready and buckle your seat! In this lesson, Rita will take you on a journey through the essential tools to effectively execute your influencer marketing campaign (with and without Semrush).
- Activity: Finding Influencers
- In this activity, you'll learn the importance of maintaining an ongoing database of influencers to enhance your marketing efforts. Download the Influencer Database Template provided and customize it to suit your needs. Use the techniques from the course to find and record influencers who align with your brand, even if you're not planning a campaign right now. Keep your database updated to build strong, lasting relationships.
- Managing Influencers
- In this lesson, you'll learn essential strategies for effectively communicating with influencers. Discover how to build strong relationships, create comprehensive briefs, and maintain clear communication to ensure successful collaborations. We'll also give you a handy downloadable brief template so you can clearly see the DOs and DONTs.
- How to Write Cold Emails That Get Responses
- In this video, you'll learn from Rita and Adam Riemer how to write cold emails that get responses. From words and phrases to avoid to how to format your message, you'll see examples of tips that you can implement right away!
- Activity: Influencer Brief
- In this activity – get ready – you'll be filling in your influencer brief, an essential document outlining your campaign requirements and deadlines. Download the template provided and complete all sections. Then, select an influencer from your database for the campaign, but hold off on sending the brief. Stay tuned for one final, crucial lesson before you proceed!
- Measuring Success
- In this lesson, you'll learn the final step in completing your influencer brief: adding reporting expectations. Understand how to report on KPIs based on your campaign objectives, collect first-party data from influencers, and use trackable links with UTM parameters to measure traffic and sales. You'll also discover the value of unique hashtags for measuring overall campaign impact. Ensure your campaign's success by setting clear data reporting guidelines.
- Not Tracking Campaign Performance? Start Using THIS Free Tool
- Learn how to effectively track your marketing campaigns using UTM parameters in Google Analytics 4 (GA4). This video breaks down how UTMs work, how to create them, and how to analyze the data they provide. Learn which free tool can optimize your digital marketing efforts!
- Activity: Adding Analytics to Your Brief
- In this activity, you'll finalize your influencer brief by adding essential reporting expectations. Outline the data you need and set clear deadlines. For campaigns focused on traffic or sales, include trackable links. With these elements in place, you're ready to reach out to your influencer and kick off your campaign!
- Bonus: Employee Advocacy Program in 6 Steps with Kate Busby
- In this video, Kate Busby breaks down how to launch an effective Employee Advocacy Program in six steps. Learn how to harness the power of your employees to boost brand reach and engagement. From setting clear goals to using the right tools, creating shareable content, and rewarding participation, Kate shares valuable insights from her experience with Fortune 500 companies. Kate Busby is the multilingual marketer with 10+ years of experience building and growing brands, passionate about employee advocacy. She led teams to success by fostering growth environments and amplifying employee voices, ensuring brand integrity. Kate's focus is on empowering teams to drive authentic, sustainable brand growth from within.
- Congratulations!
- Well done – you've made it to the end of our course! By now, you should know everything there is to know about setting up your own influencer marketing campaign. After passing your final exam (no pressure), feel free to tag Nicole and Semrush on LinkedIn with your shiny new certificate!
Taught by
Nicole Ponce
