Word of mouth (WOM) marketing has always mattered more when influencers are the ones doing the talking. Learn how to create an effective influencer strategy in this step-by-step guide.

1. U
NDER THE INFLUENC
E
Your fool-proof guide to influencer marketing.

2. Word of mouth marketing (WOM) has always mattered
more when influencers are the ones doing the talking.

3. WOM drives 13% of
consumer sales—about
$6 trillion annually
Big $

4. WOM bolsters
paid media by 15%
SEARCH
SEARCH WOM?
+15%

5. 80%
of your
WOM
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??
!! !
comes from the
top 20% of your
brand’s
influencers

6. And despite all of the
opinions and data
right at consumers'
fingertips…

7. research shows they still value first-hand recommendations from
their peers more than any form of marketing.
So when it comes to influencing their purchase decisions, it's not reach
alone that makes the biggest impact, but the long-term impact of the
conversations in-the-know influencers are having every day.

8. Great news: Influencers provide a way for brands to measure
marketing and sales impact in a digital age. Here’s how:

9. 84% trust first-hand
recommendations from
friends and family over any
other form of marketing.
1
Find out who you should be talking to—and who will do
the most talking for your brand.

10. Having thousands of followers on Twitter or Likes on
Facebook implies potential reach, but what matters
most is the impact influencers have on
conversations about your brand and, ultimately,
sales.
Influencers are the people who, through
either firsthand experience or industry
experience, are recognized for their
product expertise and know-how.

11. 2 Engage and educate those influencers.
83%
of
WOM
involves personal
experience, which is
more credible and
leads to more sales.

12. Research shows that your top
influencers are already hungry
to learn more about your
products. Reward that passion
with insider knowledge,
information and first-hand
experiences with your
products.

13. 51% of marketers reported
receiving better quality
customers from influencer
marketing.
3
Reward their expertise and make it easy for them to
talk about your products.

14. Help your influencers reach brand
ambassador status. Top influencers are
often willing to co-brand themselves
with their favorite brands if they feel
their connection is real and valued.

15. 4 Measure success.
Businesses are
earning $6.50 for
every $1 spent on
influencer marketing

16. Beyond conversion, you want
to increase customer loyalty
and repeat purchases, and
create customer advocates
whose recommendations
influence others on what to buy.

17. What this all means for your brand:

18. The retail sales associates, industry
pros, and everyday passionate users who
people turn to for advice on what to buy.
Influencer marketing is all about
connecting with those more directly
involved near or at the point of sale:

19. Marketers rate influencer marketing as the
fastest-growing online customer acquisition
tactic, ahead of organic and paid search,
email, digital advertising, affiliate
marketing, and other efforts.

20. 59% of marketers are
scheduled to increase their
influencer marketing
budgets over the next 12
months

21. Experticity engages with category influencers,
giving marketers a way to move previous
grassroots efforts into a digital channel capable of
measuring influence.
This provides a way for brands to engage,
target and cultivate their best advocates.

22. Who are these advocates? They are the ones having
influential conversations about brands and products
every day. And their impact can amplify the effect of
a brand'smarketing efforts — both online and offline.

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