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Introduction
Developing a successful influencer marketing strategy
requires careful thought and planning. The worksheets
in this workbook capture the consideration behind the
strategies of many of our clients. They will guide you
step-by-step through the process of developing a
solid influencer marketing strategy for your brand. We
suggest you start with worksheet #1, and then move
through the remaining worksheets in order.

Worksheets:
01. Consumer Buying Journey
02. Selecting the Right Influencer
03. Developing the Influencer’s
Creative Brief
04. Measuring the Success
of Your Program
Worksheet 01.
Outlining the Consumer Buying Journey
(Sample)
In this worksheet sample, we’ve created a fictitious consumer
who’s looking for the perfect gluten-free bread. The worksheet
helps us map the steps in that consumer’s buying journey,
which in turn indicates the types of content our influencers
might create to engage them at every stage.

Awareness
“Which brands solve
my problem?”
Consumer considers an
initial set of brands
What based on perceptions
and exposure to recent
motivates our touchpoints.
consumer at Example: A consumer wants
each stage? to know which breads are
gluten-free. She might read
blogs specializing in gluten
free cooking, ask friends, or
browse the grocery aisle to
find options.
Decision/
Consideration Preference
Purchase
“Which brand best “I think this “I’ll try it /
satisfies my purchase one is the best I’ll buy it.”
criteria?” choice.”
Consumer selects a
Consumer weighs benefits, Consumer narrows brand at the moment of
compares brands, and in on the best purchase.
asks others for opinions. option: My local
grocery store carries Example: Consumer
Example: Consumer purchases bread. If
evaluates gluten-free
a brand of bread
purchase is successful,
that sounds good.
breads against specific they may buy again
criteria, including: Do and/or recommend
others say it tastes good? to others.
Does it have ingredients
I can’t eat? Will my kids
like it?

Make consumers aware Explain how your Reinforce why Make it easy for
that your product product does X. your product is consumers
does X. a good choice. to buy/try your
Show how product.
What key Example: Influencers with
Example: Influencers write others use it and
a review of your bread
messages do gluten-free blogs write explaining why it’s a safe
like it. Example: Influencers give
we want to posts about your bread. choice for gluten-free away coupons for your
diets. Example: bread via special offers.
communicate Influencer posts a
at each sandwich recipe
that her kids love,
stage? which uses your
bread.

Content should be Explain to consumers Justify why Make it easy for

focused on buyers’ how your product your product is consumers to buy
pain points (not your satisfies their purchase a good choice your product with:
brand or product). criteria through: using:
Consumers become • Coupons
aware of your product
via: • Blog posts • Blog posts • Ecommerce
What content • Demonstration • Recipes
will our • In-store product videos • Videos
experience
consumer • Articles • Contests
• Expert
respond to at recommendations • Product reviews • Shared
each stage? via blogs, podcasts, • Word-of-mouth content
videos recommendations • Expert and
• Infographics user reviews
• Recipes
• Articles
• Product reviews

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Worksheet 01.
Outlining the Consumer Buying Journey
Now it’s time to create your own Consumer
Buying Journey. Use the example provided on
the previous page to guide you. We recommend
completing a buying journey worksheet for each
of your buyer personas.

Decision/
Awareness Consideration Preference
Purchase

What
motivates our
consumer at
each stage?

What key
messages do
we want to
communicate
at each
stage?

What content
will our
consumer
respond to at
each stage?

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Worksheet 02.
Selecting the Right Influencers
(Sample)
Here’s an example to help you identify influencers who are the best fit for your target consumer. Notice that the
more specific your answers, the easier it is to identify the ideal influencer for meeting your campaign goals. When
you’re ready, use the blank template that follows.

Increase website views by 35% and coupon downloads by 50% in three months, with a corresponding rise in
Campaign goals: sales. Engage gluten-free parenting bloggers to write articles and create recipes that show moms of kids with
celiac that our gluten-free bread tastes great and fits the budget.

Your target
A mom with a child who was just diagnosed with celiac disease and can’t eat gluten.
consumer:

Stage of the This campaign is an awareness building campaign. It should educate consumers who are learning about celiac
buyer’s journey: disease and provide an incentive to purchase.

Consumer’s She’s struggling to figure out what affordable foods to feed her child. Her child loves bread, so she needs to
needs/wants: find a gluten-free bread that tastes good and is reasonably priced.

Online hangouts: Food and parenting blogs, Pinterest, Facebook, online forums for celiac disease.

The ideal influencer is a mom who blogs about gluten-free eating and is well-known in the gluten-free
community (perhaps has written a cookbook and regularly publishes her own recipes). Her audience: moms
Influencer
struggling to feed their kids gluten-free foods. She may be a subject matter expert in the online community for
Overview: this target market, because she also has kids with celiac disease and has many good tips to help her readers
adjust to the new diet.

Blogger should have a large, well-established following within our target audience. Total reach should be
Audience
around 600K; blog should be around 450K. Should also have a large presence on Facebook and Pinterest.
Engagement: Influencer should receive consistent engagements on gluten-free blog posts.

For this campaign, we need influencers to write family friendly blog posts about our bread to educate readers
on its great taste and affordability (including giving away coupons). Influencers can write blog posts about
Relevance: the challenges of finding a great-tasting, gluten-free bread and how our bread satisfies their buying criteria.
Influencers should also create original, kid-friendly recipes using our bread.

Platforms
Influencer Should have an active presence on Pinterest and Facebook (150K followers) and should be familiar with
Should Engage creating YouTube recipe demonstration videos that are clear and easy to follow.
With:

Our budget for this campaign is $15K per month for 10-15 influencers, for a total of 20-30 blog posts per
month (average rate of $500/post). We want the influencers to create new blog posts about our bread 2x/
Program
month for 4 months. The influencers also need to distribute the blog post content to their Facebook and
Specifics: Pinterest pages. We will cross-promote influencers’ content on our website.

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Worksheet 02.
Selecting the Right Influencers
Use the example provided on the previous page to
guide your answers.

Campaign goals:

Your target
consumer:

Stage of the
buyer’s journey:

Consumer’s
needs/wants:

Online hangouts:

Influencer
Overview:

Audience
Engagement:

Relevance:

Platforms
Influencer
Should Engage
With:

Program
Specifics

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Worksheet 03.
Developing the Influencer’s Creative Brief
In order for your selected influencers to be successful, they will need specific guidelines about your influencer
marketing campaign. Use the questions below as fodder for developing a Creative Brief that explains the
assignment in detail and describes how you will colloborate together. This is critical step to ensure that both sides
are on the same page in terms of expectations, timing, and content deliverables.

1. Who is the audience for this content?

2. What is the story you want the influencer to tell in this piece of content?

3. What type of content would be most useful (blog post, video, article, testimonial, etc.)?

4. What value should the content bring to your audience?

5. What is the call to action for this assignment? What is the benefit or incentive for the audience if they take this action?

6. Where should the content be published (social media platforms, the influencer’s blog, etc.)?

7. What is the timing for the content? Does it integrate with a larger campaign?

8. How will you measure the campaign’s success?

9. What background information or resources will you provide to the influencer (product samples, an overview of the audience, etc.)?

10. Do you want the influencer to send the content to you for review before publishing?

11. Does the influencer need to include photos, specific hashtags, or links?

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Worksheet 04.
Measuring The Success Of Your Program
Deciding how you’ll measure your influencer marketing program
before it starts is key. By considering the metrics you’ll need
to gather, internal constituents can be assured you’re taking a
strategic approach to ensuring the program’s success. It also
helps set expectations among colleagues whose help you might
need when gathering data (i.e., your webmaster may need to run
reports to gather website statistics). Think about:

What are your KPIs, and which

metrics are you tracking that
align with them?

What 3rd party platforms will

be capturing data? Social sites,
search, and other applications
such as a brand study or social
listening (which could include
share of voice or sentiment
tracking).

What can the influencers do to

help you achieve these goals,
and have you included this
information in their
Creative Brief?

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 Next Steps
Use the best practices captured in this workbook to
increase the credibility of your influencer marketing
programs in the eyes of internal and external stakeholders.

Engage your audience, drive brand integrity, and further

your company’s overall marketing goals by taking a
strategic approach to influencer marketing.

Email: Info@tapinfluence.com
To learn more about TapInfluence’s Call: 720-726-4074
influencer marketing platform: Visit: www.tapinfluence.com