Say the word ‘influencer’ to a member of the general public and their image is probably of some birdbrain posting a lot of lifestyle pictures of them on the beach on Instagram and touting products, but in fact there's much more to influencer marketing than the stereotype, and it comes with UNIQUE benefits.

Whereas in the past, it was only big media companies that could put you in touch with audiences, now of course the internet means everyone can be a publisher, and everyone - at least in theory - can hold the attention of an audience, and so the media game has changed...

As a result, EVERY business should be looking at influencer marketing, and using it in some way... but most people either aren’t doing it, or they’re not doing it in a systematic way.

Enter Cloris Kylie, author of Beyond Influencer Marketing, who helps entrepreneurs build long-lasting relationships with influencers to build authority, grow their audience, and boost revenue to steer us in the right direction. Includes:

• What should our ultimate goals be for influencer marketing?
• Why does influencer marketing deserve our attention compared to any other marketing channel we might choose? Where should it fit in the grand scheme of things?
• Are there any particular industries or niches where this kind of approach works particularly well, or poorly?
• If we decide we want to do this, how should we get ready - what do we need to be ‘influencer marketing ready’, would you say?
• Are we better with a ‘climbing the ladder’ kind of approach, or should we go in at the top on the basis that, if you don’t ask, you don’t get?
• What you can actually GIVE an influencer that’s of value to them - even if you think you have nothing
• Is influencer marketing an event or a process? If a process, how much time should we spend on it a week, and what kinds of activities should we do - the nuts and bolts?
• Software and tools to help you
• How to track your influencer marketing efforts
• If you find someone unresponsive, what do you do? Keep trying? Change the approach somehow? When do you give up?