Building an Influencer Marketing Program
summary
Practical how-to with concrete results: lays out three tiers (straight line, tailored, concierge), shows tools used (Grin, Indie Boost/Catapult, Keymailer), and explains tactics for sourcing, outreach, and contracts. Gives numbers: ran quarterly campaigns during early access, 3–400 keys sent (90% cashed in), and reports an average ROI of about 5.5x using earned media value metrics. Covers measurement (IMV/EMV, wishlist, affiliate links) and when to move creators between tiers.
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