Tricks for Launching Influencer Marketing Campaigns

2018-05-31 by Ronn Torossian

Tricks for Launching Influencer Marketing Campaigns

As social media marketing becomes increasingly more popular, platforms like Snapchat, Twitter, and Facebook have moved outside of the consumer sphere, and into the business world too. Companies all around the world are beginning to realize that if they want to earn loyalty and support from their customers, then they need to make sure that they’re connecting with them over the right channels.

One of the best ways to immediately improve brand reach and expand the potential any marketing campaign, is with influencer marketing. Influencers allow up-and-coming brands to piggyback on their existing reputation. The question is, how can the average company make the most of their first influencer campaign?

1. Identify an Audience and Choose the Right Platform

One of the biggest mistakes that companies make when it comes to influencer marketing, is trying to be active with too many partners on too many platforms at once. Organisations are better off starting with a focus on a single platform.

The best way to choose the right channel, is to use a buyer persona or customer profile to determine where clients are likely to spend most of their time. By sticking to one platform at a time, companies can maintain both their budget, and their focus.

2. Choose the Right Influencer

Once a business has decided what kind of market they want to appeal to and which platform they want to use, it’s time to look for an influencer. It’s often tempting to go straight for an influencer that has a lot of views or followers.

However, it’s more important to look for someone who has an engaged and loyal audience. Brands should measure things like likes, shares, tweets, and retweets to make sure that they’re connecting with the right people. It’s also important to choose someone who has a relevant connection to your industry.

3. Select Marketing KPIs

For any marketing strategy, it’s important to know what to measure. Tracking the performance of a campaign is how companies determine what they need to change or improve to get better results. Typical KPIs for an influencer marketing campaign include things like an increase in shares or followers, as well as improvements in impressions, reach, and views. Businesses should start by choosing just a few KPIs to focus on at first.

4. Don’t Ignore Existing Influencers

Many companies make the mistake of assuming that influencers have to be celebrities or someone with a lot of market sway. However, they can be anyone with a relevant following who’s willing to advocate for a brand.

Even micro-influencers with a few hundred followers can help to improve the reach of a company when it’s just getting started on social media. Organizations should make sure they don’t overlook the value of customer advocates.

5. Create Engaging Content

Finally, content is key to great marketing. While many influencers have a great voice and a strong connection with their followers, they can sometime struggle to produce engaging content. Companies can brainstorm blog posts and social ideas for their influencers to share, or even send them free items to review.

This helps to start the influencer relationship on the right foot.

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: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 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 250 professionals in the company's headquarters in midtown Manhattan. 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 lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities