Influencer Marketing Strategy from Coursera

Influencer marketing is the practice of engaging internal and industry experts with active networks to help achieve measurable business goals.

This course is about strategy. Although there is no all-purpose, one-size-fits-all influencer marketing strategy template, you will learn how to tailor one for a wide variety of B2B, B2C, and nonprofit organizations using the two-step flow model of communication.

But this course is also about tactics. I believe, “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” So, you will learn both in this 6-week long course.

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 inside

Syllabus

Influencer Marketing Strategy

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).

Content Marketing Strategy

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.

How To Find Influencers.

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.

How To Engage Influencers.

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.

How To Measure Influencer Marketing.

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.

Influencer Campaigns.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Teaches strategies and tactics for influencer marketing campaigns

Helps learners understand the two-step flow model of communication

Provides tools and techniques for identifying and engaging influencers

Teaches how to measure the success of influencer marketing campaigns

Requires learners to create a pitch deck for a social media influencer strategy

May require learners to have prior experience in influencer marketing

Reviews summary

Informative influencer marketing course

Students say this course provides in-depth information on influencer marketing, including its strategies, tools, and real-world examples. Greg Jarboe, the instructor, is knowledgeable and experienced, making the course engaging. However, some learners found the content outdated and lacking practical value, especially regarding newer platforms like TikTok and Twitch. Nevertheless, the course offers a solid foundation for those looking to understand influencer marketing, and the assignments help learners apply their knowledge to real-world scenarios.

Assignments help apply knowledge to real-world scenarios

"I presented the final project to my Marketing Director and she had all accolades for this presentation."

"As a side-note, I have already started building relationships with 5 YouTubers that have influence to my target audience."

"The assignments helped me see Influencer marketing from a different viewpoint."

Knowledgeable and engaging instructor

"Greg Jarboe kept the topic intersting througout the course."

"A very experienced and eloquent instructor in Mr. Jaroboe"

"Professor has a very interesting way of teaching the course."

Course content is not up-to-date and lacks

"This course is 7 years old."

"This course is wildly out of date and out of touch with the realities of influencer marketing."

"It also doesn't talk about marketing through podcasts."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Influencer Marketing Strategy with these activities:

Review Influencer Marketing Concepts

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Review the basics of influencer marketing to strengthen your foundation for the course.

Browse courses on Influencer Marketing

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Review the course syllabus and materials.
Read industry articles and blog posts on influencer marketing.
Watch videos or listen to podcasts about influencer marketing strategies.

Develop an Influencer Outreach Strategy

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Craft a comprehensive strategy to effectively engage and collaborate with influencers.

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Define your campaign goals and objectives.
Identify and research potential influencers.
Craft personalized outreach messages.
Negotiate terms and agreements.
Develop a communication and coordination plan.

Practice Identifying Influencers

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Enhance your ability to identify and evaluate potential influencers for your campaigns.

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Use influencer marketing platforms or tools to search for influencers.
Analyze influencer profiles, engagement metrics, and audience demographics.
Practice creating a list of potential influencers for a specific campaign.
Get feedback from peers or mentors on your influencer selections.

Five other activities

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Participate in Influencer Marketing Discussions

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Engage in discussions to exchange ideas, learn from others, and broaden your understanding of influencer marketing.

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Join online forums or communities dedicated to influencer marketing.
Attend virtual or in-person industry events and meetups.
Collaborate with peers on influencer marketing projects.

Explore Influencer Marketing Case Studies

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Study successful influencer marketing campaigns to gain insights and inspiration for your own strategies.

Browse courses on Influencer Marketing

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Search for and read case studies published by industry experts and organizations.
Analyze the strategies, tactics, and results of each case study.
Identify key learnings and best practices that can be applied to your own campaigns.

Build an Influencer Marketing Resource Kit

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Gather and organize a collection of valuable resources and tools to support your influencer marketing efforts.

Browse courses on Influencer Marketing

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Research and identify industry-leading articles, blog posts, and case studies.
Bookmark or save relevant websites and online tools.
Create a centralized repository or document to store your resources.
Share your resource kit with peers or colleagues.

Assist with Influencer Marketing Projects

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Gain hands-on experience and contribute to real-world influencer marketing campaigns.

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Reach out to organizations or individuals seeking volunteers for influencer marketing initiatives.
Offer your skills and support in areas such as influencer identification, outreach, or campaign management.
Participate in meetings, brainstorming sessions, and execution of influencer marketing campaigns.
Reflect on your experiences and document your learnings.

Connect with Influencer Marketing Experts

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Seek guidance and mentorship from experienced professionals to accelerate your learning and growth in influencer marketing.

Browse courses on Influencer Marketing

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Attend industry events and meetups to network with experts.
Reach out to potential mentors via LinkedIn or email.
Offer value or assistance in exchange for mentorship.
Establish regular communication and check-in schedule with your mentors.

Career center

Learners who complete Influencer Marketing Strategy will develop knowledge and skills that may be useful to these careers:

Influencer Marketing Manager

An Influencer Marketing Manager is responsible for developing and executing influencer marketing campaigns. As this course teaches strategy and tactics for influencer marketing, it can provide valuable knowledge for someone who is looking to enter this field or advance their career in it.

See salaries and explore the career path for Influencer Marketing Manager

Digital Marketing Specialist

A Digital Marketing Specialist is responsible for planning and executing digital marketing campaigns. Influencer marketing is a key component of many digital marketing strategies, as it can help brands reach new audiences and generate engagement. As this course teaches how to identify, engage, and measure the effectiveness of influencers, it can be beneficial for a Digital Marketing Specialist who wants to improve their influencer marketing skills.

See salaries and explore the career path for Digital Marketing Specialist

Social Media Manager

A Social Media Manager is responsible for planning, executing, and analyzing social media campaigns. Influencer marketing is a key component of many social media strategies, as it can help brands reach new audiences and generate engagement. As this course teaches how to identify, engage, and measure the effectiveness of influencers, it can be beneficial for a Social Media Manager who wants to improve their influencer marketing skills.

See salaries and explore the career path for Social Media Manager

Content Marketing Specialist

A Content Marketing Specialist is responsible for creating and distributing content that is valuable, relevant, and engaging to a target audience. Influencer marketing can be a valuable tool for content marketing, as it can help brands reach new audiences and generate engagement. As this course teaches how to develop and implement influencer marketing strategies, it can be helpful for a Content Marketing Specialist who wants to use this channel to achieve their content marketing goals.

See salaries and explore the career path for Content Marketing Specialist

Community Manager

A Community Manager is responsible for building and managing online communities. Influencer marketing can be a valuable tool for community management, as it can help brands reach new audiences and generate engagement. As this course teaches how to identify, engage, and measure the effectiveness of influencers, it can be beneficial for a Community Manager who wants to improve their influencer marketing skills.

See salaries and explore the career path for Community Manager

Community Management Consultant

A Community Management Consultant provides community management advice and services to businesses. This may include influencer marketing, which is the practice of engaging experts with active networks to achieve business goals. As this course teaches strategy and tactics for influencer marketing, it can provide valuable knowledge for a Community Management Consultant who wishes to offer this service to their clients.

See salaries and explore the career path for Community Management Consultant

Public Relations Specialist

A Public Relations Specialist is responsible for managing a company's public image and reputation. Influencer marketing can be a valuable tool for public relations, as it can help companies build relationships with key stakeholders and generate positive publicity. As this course teaches how to develop and implement influencer marketing strategies, it can be helpful for a Public Relations Specialist who wants to use this channel to achieve their public relations goals.

See salaries and explore the career path for Public Relations Specialist

Digital Marketing Consultant

A Digital Marketing Consultant provides digital marketing advice and services to businesses. This may include influencer marketing, which is the practice of engaging experts with active networks to achieve business goals. As this course teaches strategy and tactics for influencer marketing, it can provide valuable knowledge for a Digital Marketing Consultant who wishes to offer this service to their clients.

See salaries and explore the career path for Digital Marketing Consultant

Marketing Consultant

A Marketing Consultant provides marketing advice and services to businesses. This may include influencer marketing, which is the practice of engaging experts with active networks to achieve business goals. As this course teaches strategy and tactics for influencer marketing, it can provide valuable knowledge for a Marketing Consultant who wishes to offer this service to their clients.

See salaries and explore the career path for Marketing Consultant

Public Relations Consultant

A Public Relations Consultant provides public relations advice and services to businesses. This may include influencer marketing, which is the practice of engaging experts with active networks to achieve business goals. As this course teaches strategy and tactics for influencer marketing, it can provide valuable knowledge for a Public Relations Consultant who wishes to offer this service to their clients.

See salaries and explore the career path for Public Relations Consultant

Marketing Manager

A Marketing Manager develops strategies and oversees their implementation to meet the marketing goals of a company. This may include influencer marketing, which is the practice of engaging experts with active networks to achieve business goals. As this course teaches strategy and tactics for influencer marketing, it can provide valuable knowledge for a Marketing Manager who wishes to incorporate this technique into their marketing mix.

See salaries and explore the career path for Marketing Manager

Social Media Consultant

A Social Media Consultant provides social media advice and services to businesses. This may include influencer marketing, which is the practice of engaging experts with active networks to achieve business goals. As this course teaches strategy and tactics for influencer marketing, it can provide valuable knowledge for a Social Media Consultant who wishes to offer this service to their clients.

See salaries and explore the career path for Social Media Consultant

Event Marketing Specialist

An Event Marketing Specialist is responsible for planning and executing marketing campaigns for events. Influencer marketing can be a valuable tool for event marketing, as it can help brands reach new audiences and generate excitement for an event. As this course teaches how to develop and implement influencer marketing strategies, it can be helpful for an Event Marketing Specialist who wants to use this channel to achieve their event marketing goals.

See salaries and explore the career path for Event Marketing Specialist

Content Marketing Consultant

A Content Marketing Consultant provides content marketing advice and services to businesses. This may include influencer marketing, which is the practice of engaging experts with active networks to achieve business goals. As this course teaches strategy and tactics for influencer marketing, it can provide valuable knowledge for a Content Marketing Consultant who wishes to offer this service to their clients.

See salaries and explore the career path for Content Marketing Consultant

Brand Manager

A Brand Manager is responsible for developing and maintaining a brand's identity and image. Influencer marketing can be an effective way to build brand awareness and improve brand perception. As this course teaches how to develop and execute influencer marketing strategies, it may be helpful for a Brand Manager who wants to leverage this channel to achieve their brand goals.

See salaries and explore the career path for Brand Manager