SHA744 - Building the Brand Through Influencer Marketing

Course Description

Influencers are social media’s celebrity spokespersons. Their followers provide a core audience of avid social media users, while the influencers themselves, through the endorsement of and engagement with brands, provide authenticity and trustworthiness. Teaming up and collaborating with the right influencers can help a company reach and expand target audiences, improve brand engagement, and inspire conversions. However, not all influencers are right for all brands; knowing when and how to use social influencers is an important element of social media strategy.

In this course, you will analyze the types and roles of social media influencers and identify specific influencers that will help drive your marketing efforts. You will apply the consumer purchasing funnel to devise strategies aimed at connecting the right influencer at the right time with the right customers. Additionally, you will evaluate the ethical and regulatory aspects of working with influencers, and examine how to measure influencer campaign success across the funnel. Lastly, you will craft an influencer program to achieve social media campaign objectives by integrating influencers into the content marketing strategy.

Faculty Author

Robert Kwortnik, Jr.

Joanne Reiter

Benefits to the Learner

• Develop goal-driven content strategies to direct influencers to produce authentic brand interactions across social channels
• Identify influencer types to support a social media creative campaign
• Understand the regulatory limits of using influencers as brand ambassadors
• Define and examine contracts for managing influencer activity and costs

Target Audience

• Content marketers
• Social media managers
• Marketing channel managers
• Product managers
• Entrepreneurs
• Account executives
• Brand marketers
• Marketing communications specialists
• Copywriters
• Marketing consultants

Applies Towards the Following Certificates

• Digital Marketing 360 : Core Courses
• Social Media Marketing : Core Courses