11 Resources to Own Influencer Marketing Like a Boss

Tatiana Beale
June 21, 2016
How to

There’s no point in doing influencer marketing unless you do it right. And that’s easier said than done.

As influencer marketing reaches mass popularity, the need to execute is met with more chaos than shopping during Black Friday. Marketers need help in filtering the noise to pinpoint what’s real and what’s a hoax. That’s why we curated the best resources to keep you in-the-know, so you can do influencer marketing the right way.

From knowing what’s real, to the dangers of automation, to the need-to-know tips for flawless execution, here are the top 11 resources to own influencer marketing like a boss:

1. Influencer Marketing is (not) Dead: How to Breath Life into Your New Program

TopRank Marketing sets the record straight. Influencer marketing is not dead, but the “bad” kind should be. Learn from other’s mistakes and why bad influencer isn’t working out. Take a moment to mourn the passing of bad influencer marketing and then walk away with four ways to make sure you do influencer marketing right.

2. The FTC and Influence Marketing: The Crackdown Begins

Kerry Gorgone, contributing columnist for Mark Schaefer’s blog {grow}, dives into the world of disguising advertising as organic influencer posts. Kerry walks us through several case studies, which illustrate the consequences of ignoring the FTC guidelines around designating sponsored content. This post is a must read in order to familiarize yourself with the risks around paying influencers in sponsorship format.

3. Influencer Marketing Failure: Why Paid Endorsements are Doomed

Find out what happens when influencer marketing goes terribly wrong. With some of the largest brands increasing their investment in the practice by 10x year-over-year, most marketers still lack the expertise to be effective. This article helps to dispel the myth that paid endorsements and influencer marketing are one in the same. Besides the fact that failure to disclose paid endorsements for influencers is illegal, learn seven reasons why deceitful paid endorsements are doomed for failure.

4. Influencer Marketing: One-Night Stand or Long-Term Relationship

Neal Schaffer reminds us of the value in having a longer-term relationship in social media. In this blog post, Neal explores why it’s rare for deep, long-term relationships to exist between an influencer and a brand when the exchange is based on one campaign. Through engagements with top brands, learn from Neal’s take on long-term relationships in influencer marketing.

5. Influencer Marketing: Time to Opt-Out of Opt-In Networks

With 84% of influencer research being carried out manually, marketers struggle to effectively scale their efforts to make an impact. But marketers are tempted by shortcuts under the guise of “influencer marketing at the push of a button.” This is an attractive offer for a marketer who is accustomed to buying media--but it won’t yield a lasting impact. Discover what’s an opt-in network, who participates, and how these methods ARE NOT the same as authentic influence.

6. The Danger of Automating Social Influencer Marketing

Mike Shields, a reporter with The Wall Street Journal, dives into the world of influencer marketplaces, i.e. companies promising easy access to social influencers through web-based platforms. But some ad buyers worry that the rise of these networks to connect brands and influencers is resulting in a negative experience for advertisers and big social platforms. Find out why this crowded marketplace is considered a “hot mess” in the ad ecosystem.  

7. Master All-Things Influencer Marketing to Become an Expert

Understand influencer marketing and why it matters. By enrolling in the Academy of Influencer Marketing's first course, Setting Sail on an Influencer Marketing Program, you’ll learn to plan, build, execute, and measure an effective strategy. You’ll be equipped for total influencer marketing domination.

 8. Seven Pillars of Solid Influencer Marketing Programs

Shonali Burke shares some guidelines on why the way brands structure influencer marketing programs is becoming increasingly critical for success. Shonali’s blog is full of meaty resources to help you become a better marketer, and this post really hits the nail on the head. This content covers how-to’s that address content collaboration, when to compensate influencers, and the basics of influencer communications.

9. Own Influencer Marketing: Don’t Let it Own You

In this Huffington post interview with Nicolas Chabot, VP EMEA of Traackr, you’ll learn how your brand can benefit from influencer marketing. Gain a better understanding of the full potential of influencer marketing, learn to elevate your own expertise with the practice, and know why influencers are the future drivers of consumer behavior.

10. Influencer Marketing: 10 Strategies for Getting it Right

Sujan Patel, Co-founder of ContentMarketer.io and contributor to the Marketing Insider Group blog, wants us to face the facts: influencer marketing is not that easy. Getting the most out of influencer marketing means more than picking a handful of influencers and sending your products to them. Sujan delivers actionable insights to help you set goals, be relevant, be realistic, build a relationship first, and, most importantly, relinquish control.

11. How Influencer Marketing Managers Do it

When one person manages all influencer relationships for a brand, the biggest advantage delivers consistency and relationship building. When ownership to manage influencer relationships is dispersed between multiple team members it results in miscommunication and potentially damaged relationships. Discover what our very own Influencer Marketing Manager learned during her first 30 days on the job, and how you can apply her tips to manage influencer relationships with ease.

So there you have it: 11 of the best influencer marketing resources to keep in your back pocket. Next up, check out some success stories in action. Learn how SAP approaches influencer marketing to reach its audience, and see how Travelocity works with experts to advance the art of travel.

Out of the posts we curated, which ones do you find to be the most helpful? Did you learn something new? What did we miss? Leave a comment below to provide your feedback.

This post is brought to you by Traackr,

the technology platform behind the world’s leading influencer marketing programs. Want to become the smartest marketer you know? Subscribe to get better at influencer marketing, one newsletter at a time.

Tatiana Beale

A B2B content marketer and publisher with a passion for creating unique story ideas. A stellar planner and executor with a “customer first” journalistic approach. A resourceful problem-solver motivated by deadlines and impacting business results.