A Powerful & Customizable Influencer Marketing Strategy (FREE)

A comprehensive influencer marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your influencer business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
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Your Target Persona #1: Fashionable Fiona
Age: 25 | Education: Bachelor's in Communication | Occupation: Lifestyle Influencer
"Sometimes I struggle to stand out in a saturated market. It feels overwhelming to keep up with the latest trends and constantly create fresh content that resonates with my audience and potential collaborators."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Increase followers on Instagram to 100,000
Collaborate with top fashion brands
Create engaging TikTok videos for brand promotions
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True Goals
These are the real things they want to achieve.
"I want to be recognized as a leading influencer in fashion"
"When I gain more followers, I'll feel validated in my career"
"I hope my content inspires others to express their unique style"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I'm worried my current engagement rate isn't high enough to attract brands"
"I fear that collaborations might not align with my personal brand"
"I don't have the budget to invest in professional photography or marketing services"
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Answer to Objections
These are your product's answers to your target persona's doubts.
Brands are increasingly looking for influencers with genuine connections, and engagement can grow over time with the right strategies
I specialize in working with emerging brands that appreciate authenticity and tailored collaborations
Investing in professional visuals can enhance my brand presence, and many collaborations cover these costs
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"After focusing on building my influence and creating high-quality content, I've gained confidence and a steady stream of brand partnerships. Now, I feel proud to showcase my unique style and inspire my audience daily."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
😃
Your Target Persona #2: Brand-Buddy Ben
Age: 28 | Education: Master's in Marketing | Occupation: Marketing Manager at Emerging Fashion Brand
"It’s challenging to find the right influencers that align with our brand values. I often feel like I’m taking risks that could impact our brand reputation and must evaluate each collaboration carefully."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Launch three influencer campaigns in the next quarter
Increase brand awareness by 30% through partnerships
Track engagement metrics from influencer posts
👀
True Goals
These are the real things they want to achieve.
"I want our brand to become a recognized name in the fashion industry"
"If I see measurable success, it will help me earn a promotion"
"Developing strong relationships with influencers will elevate my marketing efforts"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I'm unsure if influencer marketing will deliver a good return on investment"
"The process of selecting and managing influencers seems complicated"
"I worry that influencer partnership costs might exceed our budget"
👍
Answer to Objections
These are your product's answers to your target persona's doubts.
With the right metrics, you can analyze ROI from influencer campaigns effectively
Our platform provides sourcing and management tools to simplify the influencer selection process
Many influencers offer tailored packages that can fit various budgets without compromising quality
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"By collaborating with the right influencers, I’ve seen a significant boost in our brand visibility and customer engagement. Now, I can confidently pitch for bigger campaigns, knowing that we are making strategic marketing decisions."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to website
Total views on Instagram
Engagement rate on TikTok
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: 'Top 10 Fashion Trends for 2023' that engages followers with valuable insights.
Video tutorial on TikTok showcasing 'How to Style Your Outfits for Different Occasions'.
Infographic on Instagram detailing 'The Evolution of Fashion Influencers'.
Collaboration with a lifestyle podcast to discuss personal branding strategies.
Live stream Q&A session on Instagram about maintaining creativity as an influencer.
Seasonal email campaign featuring 'Must-Have Accessories for the Spring Season'.
What to measure:
Page views on blog
Video engagement rates (likes/shares)
Infographic shares on social media
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SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
trending fashion tips 2023
how to style outfits for different occasions
influencer marketing trends 2023
personal branding strategies for influencers
fashion influencer collaboration ideas
creative content ideas for social media
engaging fashion content for TikTok
how to grow your Instagram following
benefits of influencer partnerships for brands
emerging fashion influencer best practices
What to measure:
Organic traffic to blog
Keyword ranking improvements
Number of backlinks acquired
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Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Facebook Ads: Women aged 20-30 interested in fashion and lifestyle, targeting those likely to engage with influencer content.
[Prospecting] Instagram Ads: Individuals following fashion brands, focusing on young adults seeking style inspiration.
[Prospecting] Google Ads: Searches for 'how to become a fashion influencer,' targeting aspiring influencers looking for guidance.
[Remarketing] YouTube Ads: Users who watched previous fashion-related videos, promoting new content that provides value around styling techniques.
[Prospecting] Facebook Ads: Lifestyle bloggers and aspiring influencers interested in personal branding, to nurture interest for future collaborations.
What to measure:
CPC (Cost per Click)
Impressions
Engagement rate on ads
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Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Instagram challenge encouraging followers to share their favorite styles featuring a specific hashtag.
Weekly fashion tip posts on social media, engaging followers in conversations about styling.
Create polls on Instagram stories to understand follower preferences and solicit feedback on content.
Share behind-the-scenes posts of content creation to foster an authentic connection with followers.
Monitor brand mentions and engage with users discussing fashion trends to increase visibility.
What to measure:
Post engagement (likes/comments/shares)
Follower growth rate
Audience reach
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Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
Run an A/B test on landing pages to assess which visuals attract more visitors.
Test different headlines for blog posts to see which drives higher click-through rates.
Evaluate various calls to action in social media posts for optimizing user engagement.
Experiment with posting times across platforms to identify peak engagement periods.
Test different content formats for videos (e.g., short clips vs. longer tutorials) to determine what resonates best.
What to measure:
Conversion rate from landing page
Click-through rates on A/B tested headlines
Engagement rates on posts based on CTAs

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Returning visitors to website
New email subscribers
Engagement rate on social media posts
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Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
Webinar: 'Mastering the Art of Personal Branding for Influencers' to offer insights and create a community.
Case study video showcasing successful collaborations between influencers and brands to build trust.
Blog post: 'How to Craft Authentic Content That Connects with Your Audience' to provide actionable tips.
Instagram Live session featuring Q&A with top influencers discussing their strategies for growth.
Downloadable resource: 'The Ultimate Influencer Collaboration Checklist' to capture email leads.
Podcast episode discussing the impact of influencer marketing on emerging brands' success stories.
What to measure:
Webinar attendance rate
Download numbers for the checklist
Time spent on blog post
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SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
how to brand yourself as an influencer
tips for successful influencer collaborations
importance of personal branding for influencers
best practices for influencer engagement
how to create authentic content as an influencer
influencer marketing case studies
strategies for growing influence in fashion
building a community as an influencer
metrics to measure influencer campaign success
collaboration ideas for influencers and brands
What to measure:
Number of organic leads from blog
Engagement rate on keyword-targeted content
SEO ranking for targeted keywords
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Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Facebook Ads: Women aged 25-35 interested in personal branding and influencer marketing strategies, to reach aspiring influencers.
[Prospecting] Instagram Ads: Users engaging with content about influencer campaigns or marketing advice, focusing on brand-talent collaboration insights.
[Remarketing] Google Ads: Individuals who visited the webinar signup page but didn't register, encouraging them to join the next session.
[Remarketing] YouTube Ads: Users who watched past content on influencer strategies, promoting new webinars and downloadable resources.
[Prospecting] Facebook Ads: Marketing managers at emerging brands looking for influencer marketing tips, tailored towards professionals looking to understand influencer partnerships.
What to measure:
Cost per lead
View-through rates on remarketing ads
Engagement rate on ad content
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Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Weekly Instagram stories highlighting tips from the recent webinar, engaging followers with key insights.
Create a poll on Instagram asking followers about their favorite collaboration strategies to foster interaction.
Post inspirational quotes from successful influencers, encouraging discussions around perseverance in personal branding.
Run a thematic content series, with posts dedicated to different aspects of influencer marketing drawn from the podcast episodes.
Engage with comments and DMs from followers regarding content suggestions and feedback on recent campaigns.
What to measure:
Engagement rate on stories
Poll participation rate
Comments received on posts
📧
Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Follow-up email campaign post-webinar providing attendees with additional resources and a replay link.
Newsletter delivering curated content from the blog including personal branding insights and collaboration success stories.
Email reminder sequence for upcoming Q&A sessions on Instagram, encouraging live engagement.
Segmented mailing lists based on interests to share tailored content about influencer marketing strategies.
Offer exclusive tips and insights via email to subscribers focusing on growing their influence in the fashion sphere.
What to measure:
Open rates on follow-up emails
Click-through rates on newsletter links
Registration rates for Q&A sessions
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Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
A/B test email subject lines to find out which resonates better with potential leads.
Test different call-to-action phrases in blog posts to observe which improve lead generation.
Experiment with various landing page designs for the downloadable checklist to see which encourages more submissions.
Run split tests on webinar registration pages to determine the effectiveness of different headlines.
Evaluate the impact of sending emails at different times to maximize engagement and open rates.
What to measure:
Email click-through rates
Conversion rates for downloads
Engagement rates from tested CTAs

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Conversion rate of leads to customers
Average order value per collaboration
Number of signed contracts with brands
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Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Video testimonials from brands that successfully collaborated for brand awareness.
Blog post: 'Top 5 Ways to Measure Engagement with Influencer Campaigns' addressing objections regarding ROI.
Case study: A detailed breakdown of a successful sponsorship campaign that highlights metrics and results.
Instagram Live launch showcasing behind-the-scenes content creation and delivering exclusive offers for brands.
Email campaign highlighting the benefits of working with an influencer, focusing on personalized storytelling.
Infographic comparing the engagement results between different influencers and types of campaigns.
What to measure:
Number of inquiry forms filled out
Engagement on case studies (views/shares)
Conversion rates on promotional blog posts
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SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
influencer partnership success stories
how to collaborate with a lifestyle influencer
measuring ROI in influencer marketing
best practices for influencer-brand collaborations
successful marketing campaign case studies
influencer marketing engagement metrics
brand partnerships with fashion influencers
influencer collaboration comparison
marketing strategies for working with influencers
impact of influencer marketing on brand visibility
What to measure:
Conversion rates from organic traffic
Lead generation from optimized case studies
Number of keywords ranking in the top 10
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Prospecting] Google Ads: Targeting brands searching for 'how to partner with influencers' to reach potential collaborators.
[Remarketing] Facebook Ads: Brands that have previously visited your portfolio or case studies, promoting success stories.
[Prospecting] Instagram Ads: Marketing managers at emerging brands interested in influencer-impact case studies.
[Remarketing] YouTube Ads: Users who watched previous influencer collaboration videos, showing new opportunities to connect.
[Prospecting] Google Ads: Searches for influencer marketing ROI, targeting companies doubtful about investing in influencer collaborations.
What to measure:
Cost per conversion
Return on ad spend (ROAS)
Leads generated from remarketing campaigns
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Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Share curated content featuring testimonials from brands that partnered successfully, driving conversation.
Post real-time results from influencer campaigns showcasing metrics of engagements and successful outcomes.
Engage in direct conversations on social media with brands expressing interest in influencer marketing.
Create recap posts about past successful campaigns and highlight the unique aspects of each collaboration.
Host a Q&A session on Instagram discussing concerns brands have about influencer collaborations to build trust.
What to measure:
Engagement on testimonial posts
Inquiries received from social media interactions
DMs from potential collaborators
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Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
Targeted follow-up emails to brands that showed interest but haven't signed, highlighting recent successful collaborations.
Exclusive newsletter sharing quantitative results from past campaigns prompting action.
Special offer email emphasizing limited-time discounts for brand partnerships initiated through the campaign period.
Personalized case study emails sent to potential clients, illustrating specific data relevant to their industry.
Feedback request emails after a partnership suggest improvements for future collaborations, showcasing ongoing engagement.
What to measure:
Open rates on follow-up emails
Conversion rate on special offers
Response rates on feedback requests
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
Test variations of offer structures in emails (e.g., free trial vs. percentage off) to see what drives more sign-ups.
Run A/B tests on different case study presentations to measure which showcases better engagement.
Experiment with presenting different calls-to-action in posts and emails to assess effectiveness in producing leads.
Assess changes to landing page layouts—measuring the impact of design on user experience and conversions.
Compare performance of email outreach times to optimize for maximum engagement and response rates.
What to measure:
Conversion rate on tested offers
Engagement rates on A/B tested case study presentations
Lead conversion rates from different CTAs

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value
Repeat purchase rate
Churn rate
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly performance report showcasing engagement statistics and brand partnerships for transparency.
Behind-the-scenes content on Instagram highlighting the influencer's day-to-day interactions with brands, reinforcing community connection.
Weekly tips shared via social media on how to optimize collaborations and maximize returns for partnered brands.
Email campaign offering exclusive behind-the-scenes case studies of successful partnerships to add value for existing customers.
Schedule quarterly live Q&A sessions to gather feedback and provide insights, creating a deeper bond with current collaborators.
What to measure:
Engagement rate on performance reports
Social shares of behind-the-scenes content
Email open rates on exclusive case studies
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SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
influencer brand partnership benefits
improving influencer collaboration strategies
why partner with social media influencers
case studies of successful influencer collaborations
building long-term relationships with influencers
how to measure success in influencer partnerships
retaining influencers through effective communication
tips for enhancing influencer engagement
impact of influencer marketing on brand loyalty
best practices for collaborative branding
What to measure:
Organic traffic to retention-focused content
Keyword ranking for retention-related searches
Leads generated from optimized loyalty-focused blog posts
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Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Google Ads: Brands that have previously explored partnership opportunities, reminding them of successful collaborations to encourage re-engagement.
[Remarketing] Facebook Ads: Previous partners who viewed content about maintaining long-term influencer relationships, reminding them of the benefits they experienced.
[Prospecting] Instagram Ads: Target brands searching for loyalty and collaborations success stories in their respective niches.
[Remarketing] YouTube Ads: Brands that interacted with past case study videos, showcasing updated information on influencer partnerships.
[Remarketing] Facebook Ads: Targeting users who engaged with loyalty program posts, promoting the advantages of sustained collaborations.
What to measure:
Ad engagement from remarketing lists
Conversion rate of re-engagement ads
ROI on loyalty-focused ad campaigns
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Create social media polls to understand current followers' needs and preferences regarding ongoing collaborations.
Regularly post engaging questions around past partnerships encouraging brands to share their success stories.
Share user-generated content from brands emphasizing their successful partnerships and thanking collaborators.
Monitor and respond to brand mentions on social media, encouraging interaction and showcasing happy partnerships.
Host giveaways or challenges that promote engagement between existing brands and followers to strengthen community ties.
What to measure:
Engagement rates on polls
User-generated content participation
Responses to brand mentions
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Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Quarterly newsletter highlighting industry updates and featuring success stories from recent collaborations.
Feedback request emails after partnerships, fostering a sense of collaboration and improvement.
Exclusive invitations to networking events for current partners, providing opportunities to connect.
Monthly acknowledgment of top-performing partnerships via dedicated emails to reinforce appreciation.
Email campaigns offering sneak peeks of upcoming trends or services to keep brand partners engaged.
What to measure:
Open rates on newsletters
Feedback response rates
Engagement on event invitations
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
A/B test email layouts to determine which designs yield better engagement from existing partners.
Run a split test on content types sent in newsletters to assess which content resonates more with long-term collaborators.
Experiment with different incentive structures in partnership renewal emails to discover the most effective approaches.
Evaluate the impact of personalized vs. generic messaging to enhance connection with existing partners.
Test varying frequencies of communication with brand partners to gauge optimal engagement levels.
What to measure:
Engagement rates from A/B tested emails
Renewal conversion rates from different incentive offers
Feedback score from personalized communication tests

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