The Importance of Influencer Marketing

influencer marketing - public relations

As confidence in traditional advertising tactics continues to plummet, consumers are searching for new ways to find quality products. Now is the best time for companies to focus on influencer marketing.

Influencers in advertising are people who have earned the trust of thousands by way of strong online or in-person presence. They are not always celebrities, though individuals working in show business are usually the greatest influencers because of their international notoriety. Consumers whose opinions can persuade family members and friends to purchase products are influencers in their right because of their ability to leverage large groups.

Companies Should Treat Influencers Like Customers

You as a business owner do not want to simply find people with a large following online and have them advertise your goods and services. The best influencers are customers who provide honest reviews.

Paying a person of notoriety to give your company a good review online is the equivalent of an infomercial that highlights all of the positive aspects of a product without also pointing to the negative attributes. Such biased review is why consumers are turning away from televised commercials and to the rawness of social media marketing. Your influencers should be free to provide honest reviews to establish trust.

Measure Results

There are two ways to determine the success or failure of an influencer’s advertisement. You can either analyze the numbers of a campaign (quantitative) or the reputation that the advertisement gave your company (qualitative).

Analyzing the quantitative effects requires you to take a look at the number of unique views that an influencer’s post online receives. You can also measure an influencer’s quantitative value by implementing the word-of-mouth technique by asking customers who recommended your business. Keeping note of online and in-person effects helps you determine how much influencers impact sales.

Qualitative leveraging deals more in the area of your brand’s reputation. An influencer may share a post online about your company, but the review may not be pleasant. In this instance, your brand’s character is at stake, and the qualitative value of the influencer is low. You would need to do damage control in this case so that the bad press does not spread further.

In any instance, whether qualitative or quantitative, it is important to establish personal goals before observing an influencer’s effect on your company. You cannot determine the success or failure of notoriety marketing if you do not have a clear understanding of your goals.

Two Examples of Successful Influencer Marketing

jetsmarter marketing

JetSmarter Influencer Marketing Campaign

JetSmarter is a client of 5WPR that lets passengers purchase annual seats on their private jet planes for $15,000. Buyers can travel to and from various major cities in the United States with the pass, which include New York, Los Angeles, Chicago, and Miami.

Many celebrities and Chief Executive Officers (CEO) who travel often have taken advantage of the annual boarding ticket since it saves money. These individuals of notoriety often mingle with ordinary consumers who are more than thrilled to be on flights with celebrities like Jamie Foxx and often comment on the “once-in-a-flight” opportunity online.

Little Sapling Toys

Little Sapling Toys began on as a wooden teethers company ten years ago. The motivation behind the company was to provide non-toxic products to parents and kids.

Instead of letting their business be an island to itself, the owners of Little Sapling Toys began attending conventions where they connected with other entrepreneurs. Such linking led to news of Little Sapling spreading that increased sales and notoriety. The children’s company has since expanded its scope beyond teethers to other non-toxic toys and become one of the top sellers on

Why Influencer PR Marketing is Necessary for Today’s Society

Research published by shows that online and word-of-mouth sales are two times more likely than sales gained by paid advertising. More than thirty percent of consumers influenced by way of word-of-mouth and online suggestion remain with the brand that their friends have praised.

Such findings are a testament to the power of social media platforms that caters to honest reviews and gives little space for traditional advertising tactics. You need some form of influencer PR marketing in this digitally driven world since customers are in constant motion and savvier than ever. Positive word-of-mouth and online posting get buyers interested in your product and asking for more information.

SEO Influencer Marketing

Search engine optimization (SEO) is important in marketing because content is king. The Social Media Revolution recently predicted that twenty percent of search engine results relate to the twenty of the most popular brands in the world. Influencers who write SEO-friendly blog posts and articles about your company can greatly impact your company’s sales.

Identify Your Goals to Choose the Right Influencers
Ask the following questions when establishing your personal goals:

  • Who is your target audience?
  • What are your desired outcomes for this campaign?
  • In which areas do you want to present your company as an expert?
  • Who are the key influencers in your company’s area of expertise?
  • How will you measure results?
  • What are the best social media platforms for your campaign?
  • How will you launch your company’s campaign?
  • Does everyone on your team, staff and influencers, understand the purpose of the campaign?

About Ronn Torossian

Ronn Torossian is the Founder and CEO of 5W Public Relations. He is an experienced leader in the public relations industry with over 20 years of experience. Ronn Torossian has been named as Public Relations executive of the year by the American Business Awards, and has run countless award-winning Public Relations programs.

ronn torossian 5wpr ceo

Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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