4 PR Pros Share Secrets for Successful Influencer Marketing Campaigns

Influencer marketing is an effective form of marketing for both large and small brands. By tapping into an existing community of engaged followers, brands can generate exposure, gain credibility and see an increase in sales.

Influencer marketing can be a viable tactic, but with millions of potential influencers it can be challenging to navigate your first campaign. We had four PR pros answer three questions on this topic. Check out their advice on strategy, measurement and more!

Advice for Influencer Marketing

 

Jennifer Bisbee, APR of Bisbee and Company, Inc.

#1 TYPES OF CAMPAIGNS

The most successful influencer marketing campaigns are strategic, creative and engaging, and have measurable outcomes. Strategic, in that they must fit within an existing integrated marketing program. Creative and engaging, in that we create activities and content that the influencers want to share on their own socials, like private preview tastings or attending live events with their family. And finally – most importantly – measurable. We like to establish several KPIs for measurement, not just reach, but also providing a trackable coupon.

#2 FINDING INFLUENCERS

We use several strategies. First, we include influencers who are already fans of our client’s brands. We ask them for referrals to other influencers who are credible and deliver on their promises. We also use hashtags and other social media content to research the right influencers for our campaign. And there are new research platforms emerging that help pinpoint influencers beyond existing tools such as Cision.

#3 MEASURING SUCCESS

Hashtags and coupon codes!

 

Tracie Broom of Flock and Rally

#1 TYPES OF CAMPAIGNS

We love to create excitement around a campaign by doing a bit of a thunderclap with influencers, asking them to all post on a certain day. We also love doing giveaways that encourage contestants to follow each partner in the giveaway. We try to treat our influencer partners like VIPs, since access to their audiences is such a boon for our clients.

#2 FINDING INFLUENCERS

Research on influencers is best done via long-term, personal exploration, following and engaging with specific influencers. If I am personally following an influencer, it’s much easier for me to gauge what might pique their interest. Practicing what we preach keeps our asks genuine.

#3 MEASURING SUCCESS

If the campaign is a giveaway, we count comments and track the increase in followers. If there are ticket sales or some other success metric tracked by the client, we make sure they can set a benchmark for us before we start. This isn’t always possible, but we like to ask.

 

Fran Stephenson, APR of Step In Communication

#1 TYPES OF CAMPAIGNS

The most successful campaigns have clear objectives, an engaging value proposition and solid measurement to establish value for the client and for the influencer.

#2 FINDING INFLUENCERS

We use a combination of qualitative and quantitative data to help identify influencers. You don’t have to use celebrity level influencers (or celebrity budgets) to make an impact for your client.

#3 MEASURING SUCCESS

The best way to track success is by identifying what it looks like before you even begin. Targeting is the key!

 

Kris Naidl, APR of Laughlin Constable

#1 TYPES OF CAMPAIGNS

I think a variety can be successful, from fully paid partnerships to in-kind relationships and solution and valuable content driven engagements. As a PR professional, I especially value those with the most authenticity such as when we can engage an already user of the product or meet the influencer where they are in need of product or service solution.

#2 FINDING INFLUENCERS

We utilize an influencer platform for the benefit of our client’s influencer efforts.  It’s an efficient research and engagement tool that is one part of the process.  We also do our own social and media monitoring to identify other opportunistic moves.  With both processes, we then thoroughly vet prospects for brand alignment, competitor partnerships and content fit.

#3 MEASURING SUCCESS

An influencer platform is extremely valuable in streamlining that results tracking, but it can be done other ways as well, from reporting on agreement fulfillment and engagement to link usage and purchases.

Ready to learn more? Find a PR professional in your market today and launch your next influencer campaign.

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