1. Stephanie Schwab
1.1. 20+ years digital marketing
1.2. 20 years social media
1.3. 10+ years teaching
1.4. CEO Crackerjack
1.4.1. 10 people around the world
1.5. Parsons
2. Introduction
2.1. Tags
2.1.1. Why
2.1.1.1. Categorization
2.1.1.1.1. similar to ancient systems in libraries
2.1.1.2. SEO
2.1.2. How
2.1.2.1. #
2.1.2.1.1. 3# on Instagram
2.1.2.1.2. 1# on Twitter
2.1.2.2. single word
2.1.2.3. short phrase
2.1.2.4. consistent
2.1.2.5. nouns
2.1.2.6. no abbreviations
2.1.3. Where
2.1.3.1. blogs
2.1.3.2. videos
2.1.3.3. social media
2.1.4. Problem
2.1.4.1. Lost
2.1.4.2. Changed
2.1.4.3. No control
2.2. History of Web
2.2.1. Web 1.0
2.2.1.1. dot.com rush
2.2.1.2. 1994-2004
2.2.1.3. early startups
2.2.1.3.1. e.g. KOZMO
2.2.1.4. peak in domain quantity around 2000
2.2.1.5. Flat websites
2.2.2. Web 2.0
2.2.2.1. left brain
2.2.2.2. Marketing Funnel changed
2.2.2.2.1. old: broadcast
2.2.2.2.2. new: customer networks
2.2.2.2.3. very new: not a funnel
2.2.2.2.4. Long Tail
2.2.2.3. Engaging
2.2.2.3.1. reviews
2.2.2.3.2. Users
2.2.2.3.3. 11h/day on content
2.2.2.4. Content
2.2.2.4.1. now video
2.2.2.5. E-Commerce
2.2.2.6. Cloud
2.2.2.7. Online & Offline connected
2.2.3. Web 3.0
2.2.3.1. >50% of world online
2.2.3.2. right brain
2.2.3.2.1. semantics
2.2.3.2.2. subjective
2.2.3.2.3. intuitive
2.2.3.2.4. looks at the whole
2.2.3.3. personalization
2.2.3.4. mobile
2.2.3.5. interactive
2.2.3.5.1. IOT
2.2.3.6. AI
2.2.3.6.1. bots
2.2.3.6.2. algorithms
3. Why?
3.1. Prioritize concepts for ARÉTÉ
3.2. not burn money
4. Branding & Mission Statements
4.1. successful brand
4.1.1. specific target niche
4.1.1.1. don't be the Swiss army knife
4.1.1.2. have a high value in that niche
4.1.2. clear value proposition
4.1.3. unique selling point
4.1.3.1. do things differently to stand out
4.2. brand definition
4.2.1. vision
4.2.2. mission
4.2.3. values
4.2.4. objectives
4.3. brand attributes
4.3.1. responsible
4.3.2. compassionate
4.3.3. inclusive
4.3.4. creative
4.4. brand personality
4.5. brand name
4.5.1. personal brand
4.5.1.1. better personal connection
4.5.1.2. difficult to exit
4.5.2. evocative
4.5.2.1. e.g. ARÉTÉ
4.5.2.2. new brands don't have their meaning in the name
4.5.3. acronym
4.5.3.1. e.g. IBM
4.5.4. descriptive
4.5.4.1. e.g. E*TRADE
4.6. brand identity
4.6.1. wordmark
4.6.1.1. NASA
4.6.2. letterform
4.6.2.1. AirBnB
4.6.3. conceptual
4.6.3.1. Apple
4.7. purpose of mission
4.7.1. golden circle
4.7.1.1. by Simon Sinek
4.7.2. brand strategy pyramid
4.8. ARÉTÉ
4.8.1. We help environmental & ethically conscious consumers express their values through minimalistic, high-quality fashion.
4.8.2. They are attracted to our brand because unlike everyone else, we over-deliver on environmental efforts and provide radical transparency by putting the artisans into the spotlight while reintroducing hemp fabric.
5. Digital marketing strategy & planning
6. Blogs
6.1. What?
6.1.1. online diary
6.1.2. elements
6.1.2.1. navigation
6.1.2.2. categorized
6.1.2.3. contain text, images, ...
6.1.2.4. include links to other sites
6.1.2.5. reverse chronological order
6.2. History
6.2.1. early blogs
6.2.1.1. "Justin Hall" to put the newest posts up
6.2.1.2. "boing boing digital" to discuss the future of web
6.2.1.3. "dooce", being fired for writing bad things about her company
6.2.1.3.1. first mummy blogger
6.2.1.4. Microsoft
6.2.1.4.1. corporate efforts started
6.2.2. accesibility
6.2.2.1. past: need to be listed to be found
6.3. Why?
6.3.1. Conversion
6.3.1.1. know
6.3.1.2. like
6.3.1.3. trust
6.3.1.3.1. "people buy from people they know, like and trust."
6.3.1.4. conversion
6.3.2. Traffic
6.3.3. SEO
6.3.4. Thought leadership and industry authority
6.3.5. help customers and potential customers
6.3.6. humanize your brand
6.3.7. support social media
6.3.8. increase leads or sales
6.3.8.1. long tail of blogging
6.3.8.1.1. aggregation of new contacts thanks to old blog posts
6.3.9. keeps your website fresh
6.3.10. develop two-way conversations
6.4. How?
6.4.1. considerations
6.4.1.1. personas
6.4.1.1.1. who targeted?
6.4.1.2. themes & topics
6.4.1.2.1. what?
6.4.1.3. editorial calendar
6.4.1.3.1. who writes?
6.4.1.3.2. how often?
6.4.2. editorial calendar
6.4.2.1. why?
6.4.2.1.1. get everyone on the same page
6.4.2.1.2. stay on top of deadlines
6.4.2.1.3. never run out of ideas
6.4.2.1.4. keep a regular cadence of posts
6.4.2.1.5. keep a record of posts
6.4.2.1.6. spark ideas by looking back
6.4.2.1.7. use to measure success
6.4.3. attribution
6.4.3.1. quote
6.4.3.2. content (facts, ...)
6.4.3.2.1. put hyperlink to the actual site
6.4.3.3. larger block of content
6.4.3.3.1. make them stand out
6.4.3.3.2. link at try to get linked back (because they now appear like an authority)
6.4.3.3.3. either link the content directly, or to homepage
6.4.3.3.4. don't remove branding if picture is reused
6.4.3.4. creative commons licensed
6.4.3.4.1. need to reference
6.4.3.4.2. in most cases not monetizable
6.4.3.4.3. sources
6.4.3.5. social media share
6.4.3.5.1. on blog
6.5. Where?
6.5.1. ZMOT
6.5.1.1. inspire them before they ever thought about it
6.5.1.2. broadening your content core
6.5.1.2.1. sustainable fashion
6.6. SEO
6.6.1. Sharing + SEO = Distribution
6.6.2. style
6.6.2.1. casual style
6.6.2.2. what are they searching for?
6.6.2.3. in first person
6.6.2.4. ask questions, invite discussion & debate
6.6.2.5. focus on the reader, not your company
6.6.3. types of posts
6.6.3.1. original data: surveys, research, interviews
6.6.3.2. industry examples (with attribution)
6.6.3.3. address customer questions
6.6.3.4. practical or instructional
6.6.3.5. "problem/solution" posts
6.6.3.6. case studies
6.6.3.7. behind the scenes
6.6.3.8. reviews
6.6.3.9. lists
6.6.3.10. interviews
6.6.3.11. events
6.6.3.12. company news and media
6.6.3.13. surveys
6.6.3.14. curation of 3rd party content or expert opinion
6.6.4. content
6.6.4.1. great horizontal/square image
6.6.4.2. additional images or video
6.6.4.3. catchy title
6.6.4.4. subheaders, bullets, or other organizing concepts
6.6.4.5. copy-edited, good writing
6.6.5. length
6.6.5.1. lengths are increasing
6.6.5.1.1. strongest results for >2000 words
6.6.5.1.2. because of all the crappy content out there
6.6.6. cononical references
6.6.6.1. indicates the original content
6.6.6.2. Google does not like duplicates
6.6.6.3. if same content in different mediums
6.6.6.3.1. make sure website is cononical
6.6.7. Keyword
6.6.7.1. keyword research
6.6.7.1.1. narrow down a range of choices
6.6.7.1.2. Google Trends
6.6.7.1.3. Google Keywords
6.6.7.1.4. Answer the Public
6.6.7.2. checklist
6.6.7.2.1. in URL
6.6.7.2.2. display title
6.6.7.2.3. filename of your main image
6.6.7.2.4. first, second phrase
6.6.7.2.5. ...
6.6.7.2.6. title tag
6.6.7.2.7. meta description
6.6.8. link economy
6.6.8.1. your blog
6.6.8.1.1. inbound links
6.6.8.1.2. internal links
6.6.8.1.3. outbound links
6.7. Checklist
6.7.1. 750+ words
6.7.2. great image at the top
6.7.3. catchy, but easily understood, title
6.7.4. focused n one primary topic
6.7.5. bullets, lists, or other
7. Social Media
7.1. What?
7.1.1. social
7.1.1.1. relationships
7.1.1.2. interaction
7.1.1.2.1. our brand appreciates you
7.1.1.3. collaboration
7.1.1.4. sharability
7.1.1.5. community
7.1.1.6. scale
7.1.1.7. reach
7.1.1.8. trust
7.1.2. motivation for interaction
7.1.2.1. user motivation
7.1.2.1.1. 61% discount
7.1.2.1.2. 55% purchase
7.1.2.1.3. 22% part of a community
7.1.2.1.4. 33% feel connected
7.1.2.2. business estimation
7.1.2.2.1. discount and purchase lowest
7.2. Why?
7.2.1. humanizes our business
7.2.1.1. people buy from people, not brands
7.2.2. turn strangers into customers and fans
7.2.3. traffic for website
7.2.4. cost-effective
7.2.4.1. compared to Superbowl Ads
7.3. How?
7.3.1. become a must-follow
7.3.1.1. valuable content
7.3.2. optimization
7.3.2.1. things to do
7.3.2.1.1. customer service
7.3.2.1.2. crisis communications
7.3.2.1.3. optimized content
7.3.2.1.4. engagement
7.3.2.2. playbook
7.3.2.2.1. crisis playbook
7.3.3. paid ads
7.3.3.1. bid system
7.3.3.1.1. CPM
7.3.3.1.2. CPC
7.3.3.1.3. CPA
7.3.3.2. ROI
7.3.4. brand voice
7.4. Where?
7.4.1. users
7.4.1.1. Youtube
7.4.1.1.1. most popular
7.4.1.2. more B2B
7.4.1.2.1. LinkedIn
7.4.1.2.2. Twitter
7.4.1.2.3. Youtube
7.4.1.3. more B2C
7.4.1.3.1. Facebook
7.4.1.3.2. Instagram
7.4.1.3.3. Pinterest
7.4.1.3.4. Snapchat
7.4.1.3.5. Twitter Youtube
7.4.2. organic only
7.5. Funnel
7.5.1. TOFU
7.5.1.1. customer lookalike
7.5.1.2. competitor audiences
7.5.1.3. interest audiences
7.5.2. MOFU
7.5.2.1. brand engagers on social / website
7.5.3. BOFU
7.5.3.1. retargeting
7.5.3.2. shopping cart abandons
7.5.4. Brand Loyalists
7.5.4.1. customized
7.6. Platforms
7.6.1. General
7.6.1.1. no one-fits all strategy
7.6.1.2. choose the best platform to start with
7.6.1.3. lifespan
7.6.1.3.1. facebook 5-6h
7.6.1.3.2. instagram 48h (stories 24h)
7.6.1.3.3. Pinterest 3 months
7.6.1.3.4. Twitter 15-20 minutes
7.6.2. Facebook
7.6.2.1. users
7.6.2.1.1. 2.23 billion
7.6.2.1.2. 30% 25-34
7.6.2.2. Pro
7.6.2.2.1. influential
7.6.2.2.2. set-up easy
7.6.2.2.3. every demographic
7.6.2.2.4. moderate time commitment
7.6.2.2.5. analytics
7.6.2.3. Cons
7.6.2.3.1. organic limited
7.6.2.3.2. fishing vs. farming
7.6.2.3.3. no direct customer data
7.6.2.4. Content
7.6.2.4.1. video -> image -> status > link
7.6.2.4.2. 81% of top 500 posts are videos
7.6.2.4.3. ratio
7.6.2.4.4. timing
7.6.2.4.5. length
7.6.2.5. algorithm
7.6.2.5.1. 1. Inventory
7.6.2.5.2. 2. Signals
7.6.2.5.3. 3. Predictions
7.6.2.5.4. 4. Score
7.6.2.6. posting strategy
7.6.2.6.1. "Edu-tainment"
7.6.3. Instagram
7.6.3.1. users
7.6.3.1.1. 1 billion
7.6.3.1.2. 68% women
7.6.3.1.3. 59% of 18-29
7.6.3.1.4. 72% of teens
7.6.3.2. brands
7.6.3.2.1. 4.21% engagement
7.6.3.3. content
7.6.3.3.1. engagement
7.6.3.3.2. hashtags
7.6.3.3.3. ideas
7.6.3.3.4. stories
7.6.3.4. when?
7.6.3.4.1. 1-2 per day
7.6.3.4.2. 8-9 am
7.6.3.4.3. 2 am
7.6.3.5. emojis
7.6.3.5.1. works
7.6.3.5.2. might look awkward
7.6.3.6. video
7.6.3.6.1. 3-60s
7.6.3.6.2. vertical ideal
7.6.4. Twitter
7.6.4.1. general
7.6.4.1.1. easy set-up
7.6.4.1.2. 2nd best for B2B
7.6.4.1.3. great for media outreach
7.6.4.1.4. good analytics
7.6.4.1.5. good self-service ads
7.6.4.2. B2C
7.6.4.2.1. 54% take action when brand linked in post
7.6.4.2.2. opportunity for personal interaction
7.6.4.3. optimization
7.6.4.3.1. human cover image
7.6.4.3.2. follow people from the industry
7.6.4.3.3. mention the source AND the author
7.6.4.3.4. frequency
7.6.4.4. ads
7.6.4.4.1. video ads 16x other ads
7.6.5. Pinterest
7.6.5.1. users
7.6.5.1.1. 200M / month
7.6.5.1.2. good for fashion
7.6.5.2. Pro
7.6.5.2.1. organic --> sales
7.6.5.2.2. visual showcase
7.6.5.2.3. low effort
7.6.5.2.4. engaged users
7.6.5.2.5. 3 month post lifespan
7.6.5.3. content
7.6.5.3.1. real-life shoot 170% boost
7.6.6. LinkedIn
7.6.6.1. users
7.6.6.1.1. 27% of US adults
7.6.6.1.2. 13% rural, 30% urban
7.6.6.1.3. 45% of 100k+ income
7.6.6.1.4. 50% of college+
7.6.6.2. Pro
7.6.6.2.1. best B2B
7.6.6.2.2. best lead generation
7.6.6.2.3. business elite
7.6.6.2.4. ad by job title
7.6.6.2.5. powerful seach
7.6.6.2.6. clean feed
7.6.6.3. Con
7.6.6.3.1. corporate engagement hard to achieve
7.6.6.4. optimize
7.6.6.4.1. about us as on website
7.6.6.4.2. profile pic
7.6.6.4.3. header pic
7.6.6.4.4. tune into trending topics (#)
7.6.6.5. personal branding
7.6.6.5.1. headline
7.6.6.5.2. about
7.6.6.5.3. projects
7.6.6.5.4. request recommendations
7.6.7. Youtube
7.6.7.1. users
7.6.7.1.1. 1.9B
7.6.7.1.2. 90% US 18-44
7.6.7.2. Pro
7.6.7.2.1. potential enormous viewership
7.6.7.2.2. #1 network for SEO
7.6.7.2.3. enhance customer experience
7.6.7.2.4. easily incorporated in social media
7.6.7.2.5. easily shared
7.6.7.2.6. 90% discover new brands on YT
7.6.7.3. Con
7.6.7.3.1. unwanted ads
7.6.7.3.2. not great community builder
7.6.7.4. optimize
7.6.7.4.1. rich-media
7.6.7.4.2. SEO optimization
7.6.7.4.3. playlists
8. Brand Voice
8.1. hero
8.1.1. self-confident
8.1.1.1. no need to profile her/himself too far
8.1.1.2. grounded
8.1.1.2.1. "we are only a small raindrop pouring into the ocean"
8.1.1.3. listening and eager to learn
8.1.2. honest and transparent
8.1.2.1. "we are already"
8.1.2.2. humorous
8.1.2.2.1. "we take our mission serious. we don't take ourselves serious"
8.1.2.2.2. "honestly, finding high quality, organic hemp fabric is more difficult than leg day"
8.1.3. loves challenges
8.1.3.1. push boundaries
8.1.3.1.1. "but pushing the boundaries is part of our DNA."
8.1.4. innovative
8.1.4.1. questioning the status quo
8.1.4.1.1. "why is it still acceptable for a brand to not know how your products are made?"
8.1.4.2. backed by facts
8.1.4.2.1. "53% of brands still don't know where exactly their garments are made"
8.1.5. driven / passionate
8.1.5.1. got a calling
8.1.5.1.1. "if you ever felt like you are lacking
8.1.6. inspirational
8.1.6.1. B2C
8.1.6.1.1. "We invite you to join us on our mission. Learn more about the impact of fast fashion. Spread the word. Share the love."
8.1.7. challenging (inviting)
8.1.7.1. B2B
8.1.7.1.1. "It is our sincere
8.1.8. welcoming
8.1.8.1. co-creators
8.2. Character / Persona
8.2.1. who do we sound like?
8.3. Tone
8.3.1. general vibe
8.4. Language
8.4.1. casual
8.4.2. formal
8.5. Purpose
8.5.1. why are we on social media for you?
9. Marketing Funnels, lead generation, landing pages
9.1. Marketing Automation
9.1.1. software
9.1.1.1. extension / alternative to google analytics
9.1.1.2. convert website visitors into leads
9.1.1.3. nurture with helpful content
9.1.1.4. retain and extend customer relationships
9.1.2. benefits
9.1.2.1. inside customer behavior
9.1.2.2. target customers across channels
9.1.2.3. increased revenue from prospects
9.1.2.4. improves accountability of marketing and sales team
9.1.2.5. frees up time
9.1.2.6. great CRM
9.1.3. develop
9.1.3.1. personas
9.1.3.1.1. define messages
9.2. Lead Generation
9.2.1. visitors -> leads -> customers
9.2.2. traffic -> landing page with form -> lead generated
9.2.2.1. short forms perform best
9.2.2.2. no form for known visitors (re-converted)
9.2.3. activities
9.2.3.1. send quality traffic
9.2.3.2. improve conversion to leads
9.2.3.3. prospects (email address) --> MQL (marketing qualified leads)
9.2.3.3.1. 25% leads are MQL
9.2.3.3.2. meet sales criteria
9.2.3.4. MQLs --> SQLs (sales qualified leads)
9.2.3.5. lead scoring
9.2.3.5.1. whether or not move to the next stage
9.2.3.5.2. fit
9.2.3.5.3. engagement
9.2.3.5.4. probability of closing
9.2.4. tactics
9.2.4.1. email marketing
9.2.4.2. SEO
9.2.4.3. social media
9.3. funnel
9.3.1. TOFU
9.3.1.1. SEO
9.3.1.2. eBooks
9.3.1.3. webinars/videos
9.3.1.4. white papers
9.3.1.5. tools
9.3.1.6. social media
9.3.2. MOFU
9.3.2.1. case studies
9.3.2.2. product comparison guides
9.3.2.3. testimonials (written/video)
9.3.2.4. targeted email marketing
9.3.2.5. video demos
9.3.3. BOFU
9.3.3.1. live demos
9.3.3.2. tailored content
9.3.3.3. how-to videos
9.3.3.4. published content (e.g. books)
9.4. Lead Magnet
9.4.1. definition
9.4.1.1. content that attracts people
9.4.1.1.1. download in exchange for email
9.4.1.2. small chunk of value
9.4.1.3. solves specific problem
9.4.1.4. for specific market
9.4.1.5. not newsletter
9.4.1.6. one specific thing
9.4.1.7. desired results
9.4.1.8. immediate gratificationl
9.4.1.9. high perceived value
9.4.2. make it relevant for your business
9.4.2.1. otherwise, useless list of leads
9.4.3. historical
9.4.3.1. AOL CD 45 days 1000h
9.4.4. types
9.4.4.1. case study
9.4.4.1.1. e.g. email deliverability
9.4.4.2. toolkit / resource list / swipe file
9.4.4.2.1. e.g. templates
9.4.4.3. coupon / exclusive deal
9.4.4.3.1. e.g. 10% right now
9.4.4.4. free trial / download / freemium
9.4.4.4.1. e.g. first course free
9.4.4.5. quiz
9.4.4.5.1. let's you capture more information
9.4.4.5.2. value for leads
9.4.4.6. webinar / video training / demo
9.4.4.7. free assessment / consultation
9.4.4.8. cheat sheet / checklist / worksheet
9.4.4.9. challenge
9.4.4.9.1. allowance to be in inbox
9.4.4.9.2. more engagement
9.4.4.9.3. ideally: buy from you
9.4.4.9.4. simple and easy life-changing result
9.4.4.9.5. examples
9.4.4.9.6. dynamic
9.4.5. tools
9.4.5.1. quizzes
9.4.5.1.1. interact
9.4.5.1.2. leadquizzes
9.4.5.1.3. typeform
9.4.5.2. graphics
9.4.5.2.1. canva
9.4.5.2.2. piktochart
9.5. Landing Page
9.5.1. convert into leads
9.5.2. could have different design
9.5.3. single call to action
9.5.3.1. add "no I don't want to learn" button / link
9.5.4. campaign-specific
9.5.5. layout
9.5.5.1. only one destination as a link
9.5.5.2. 6-point punch
9.5.5.2.1. hero /magnet picture
10. Social Media Listening
10.1. Why?
10.1.1. difficult to collect sentiment
10.1.1.1. people don't use hashtags
10.1.1.2. don't always mention brand
10.1.1.3. sift for gold nuggets
10.1.2. data increases exponentially
10.1.3. visibility
10.1.3.1. above
10.1.3.1.1. facebook
10.1.3.1.2. pinterest
10.1.3.1.3. ...
10.1.3.2. below
10.1.3.2.1. whatsapp
10.1.3.2.2. linkedin
10.1.3.2.3. snapchat
10.1.3.2.4. reddit
10.1.3.2.5. ...
10.2. How?
10.2.1. keywords
10.2.2. keyword refinement
10.2.3. conversation types
10.2.4. communities and influencers
10.2.5. segmentation & personas
10.2.6. attitudes & perceptions
10.2.7. append external data
10.3. For?
10.3.1. customer service
10.3.2. content development
10.3.3. competitive intelligence, ...
10.4. Tools
10.4.1. Free
10.4.1.1. RSS feed
10.4.1.1.1. crawl relevant publications & blog
10.4.1.2. Google Alerts
10.4.1.2.1. for brand names
10.4.1.3. Twitter searches
11. E-Mail Marketing
11.1. What?
11.1.1. transactional
11.1.1.1. sales notification
11.1.1.2. shipping notification
11.1.2. marketing
11.1.2.1. promotional
11.1.2.2. campaign specific
11.2. Why?
11.3. How?
11.3.1. measure
11.3.1.1. open
11.3.1.2. click
11.3.1.3. conversion
11.3.2. copy
11.3.2.1. include footer
11.3.2.2. CURVE subject line
11.3.2.2.1. curiosity
11.3.2.2.2. urgency
11.3.2.2.3. relevance
11.3.2.2.4. value
11.3.2.2.5. emotion
11.3.3. listbuilding
11.3.3.1. elements
11.3.3.1.1. website
11.3.3.1.2. email marketing software
11.3.3.1.3. google analytics
11.3.3.1.4. opt-in forms
11.3.3.1.5. marketing plan and SMART objectives
12. Influence Marketing
12.1. Andrea Fellman
12.1.1. story
12.1.1.1. fashion studies
12.1.1.2. mom's blog
12.1.1.2.1. free product reviews
12.1.1.2.2. later ambassador for brands
12.1.1.2.3. later blogger for "Babycenter"
12.1.1.2.4. vessel to gather other influencers for "breakfasts"
12.1.1.2.5. later editor and writers
12.1.1.2.6. 20% sponsored; 80% evergreen
12.1.1.2.7. sold site in 2016
12.1.1.3. Twitter & husband's knowledge sparked everything
12.1.2. choose influencer
12.1.2.1. influencers who also contribute to big sites
12.1.2.2. digital influencer vs. real life influencer
12.1.2.3. number of comments
12.1.2.3.1. different people for different posts
12.1.2.4. 80k followers does not make a follower
12.1.2.4.1. actually influence!
12.1.2.4.2. engagement
12.1.2.4.3. authentic
12.1.2.4.4. build relationships
12.1.2.5. better: have mentioned you before
12.1.2.6. read their content before!
12.1.2.6.1. in line with our brand?
12.1.2.7. better not just one post
12.1.2.7.1. long-term strategy
12.1.2.8. promote their post
12.1.2.9. ask for samples of past work
12.1.2.9.1. with another company
12.1.2.9.2. ROI data
12.1.2.9.3. testimonial of prior partner
12.1.2.10. choose microinfluencers
12.1.2.10.1. they could create content
12.1.3. as influencer
12.1.3.1. pitch the brands you're already a fan of
12.2. why?
12.2.1. content creation
12.2.2. awareness
12.2.3. more "touchpoints"
12.2.4. zero moment of truth
12.2.5. SEO backlinks
12.2.6. credibility
12.3. who?
12.3.1. not reachable
12.3.1.1. Warren
12.3.1.2. Seth
12.3.1.3. Williams sisters
12.3.2. yes
12.3.2.1. mega
12.3.2.1.1. probably out of budget
12.3.2.2. macro
12.3.2.2.1. events
12.3.2.2.2. movement
12.3.2.2.3. HQ content
12.3.2.3. micro
12.3.2.3.1. content creation
12.3.2.3.2. highest engagement rate
12.3.2.3.3. only one partnership!
12.3.2.4. advocates
12.3.2.5. referrers
12.3.2.6. loyalists
12.4. how?
12.4.1. not partner too early
12.4.2. 3W
12.4.2.1. win for brand
12.4.2.2. win for influencer
12.4.2.3. win for consumer
12.4.3. instagram takeover
12.4.4. style guides
12.4.5. contract
12.4.5.1. don't work with competitor
12.5. price?
12.5.1. 1k per 100k Instagram
12.5.2. 2k for 100k Youtube
12.5.3. might be minimum views
12.5.3.1. otherwise: make good