If you or someone you know works in influencer marketing and are looking to gain insights from a professional, look no further. Amanda Russell, author of “The Influencer Code,” is your girl! Brands like Lamborghini, Cedars-Sinai, and Lionsgate turn to her to better understand influencer marketing. Amanda helps her readers understand that influencer marketing isn’t just a strategy but an alternative way to think. And it’s not a short-term deal; it is a long-term investment that requires mutual trust and authenticity. Not only does she give incredible insights into succeeding in influencer marketing, but she does it in such a way that is engaging and relatable to everyday life.
Throughout her many years working in this industry, she created “The Influencer Code,” a three-step process that simplifies the world of influencer marketing and unlocks all of its potentials.
So, grab a notebook (and maybe a glass of wine) and get ready to dive into Step 1.
Step 1 of The Influencer Code: “Always Start with The End in Mind”
–but, what does this mean? In her book, Amanda mentions that starting with your end goal allows you to work backward, letting you decide which objectives are relevant to your goals and worth pursuing. One thing that confuses many people is the difference between a goal and an objective. Objectives are the milestones that help you achieve your goal.
When defining your objectives, Amanda recommends using the SMART model–a checklist to ensure that each objective is Specific, Measurable, Attainable, Relevant, and Time-Bound. Ensuring that your objectives are “SMART” requires more time and effort, but this will be reflected by positive results. Amanda also dives into the myth that getting ‘buzz’ equals success when in reality, the equation goes way beyond that. Getting attention is important, but there must be trust for there to be a real influence; attention without trust is just noise.
She then dives into the consumer journey, which is the journey a consumer goes through when making a purchase, beginning with the initial discovery of a product and ending with the actual purchasing of that product. There are five classic levels: Awareness, Interest, Desire, Action, and Satisfaction (Loyalty).
The last step, Satisfaction, can easily be overlooked, but it’s possibly the most important step to ensuring long-term success. It’s more economical and valuable to keep your current customers happy rather than always trying to find new ones. She ends by discussing “The 3 B’s,” a model by Freddy J Nager, which helps strategize and evaluate influencer campaigns. The three B’s are Buzz, Brand, and Behavior–and using these 3 B’s can help prevent a campaign from failing.
This is just the beginning of all the incredible knowledge Amanda shares in her book. Step 1 of The Influencer Code is only the beginning. Every step of the code that is missed hinders success in defining your objectives and reaching your goal. So, what’s next? Stay tuned for Part 2 to find out!