Influencers

Influencers

In the constant quest to effectively reach target audiences in the ever-noisy marketing world, brands are always seeking the “next big thing.” While influencer collaborations are a relatively new ingredient in the marketing mix, they have a look and feel of a familiar and long-standing element – media relations. For this reason, public relations professionals have the experience and skill set to initiate and conduct highly effective programs targeting influencers.

Think about it. The original influencers were journalists. While traditional media reporters remain extremely important in affecting prospects to try a brand and reinforce messages to existing customers, the net to cast the proper influencers has become much wider. Academics, bloggers, social “celebrities,” communities, policy makers, employees and peers should all be evaluated. In short, any person who is well respected by a brand’s target audiences and can convince them to follow a brand should be viewed as an influencer.

What exactly is an influencer collaboration? Marketing professionals should look at it as a two-pronged approach. One method is influencer relations, which shares many similarities to traditional media relations. You must do your homework to ensure the influencer you select has the proper following, understand the influencer and what he/she posts, develop a relationship, and then nurture that relationship for long-term success. The second tactic, influencer marketing, is more akin to the traditional advertising model. You still have to do your homework in this scenario, but it is a strictly pay-to-play model that does not require the same level of relationship building.

Both influencer relations and influencer marketing have advantages and in many marketing programs, each can play a role. Before any influencer collaboration is implemented, however, it is important to review the goals and objectives of the campaign and how influencer collaborations can positively impact it. Plus, the cost associated with influencer programs means brands must pay attention and choose wisely. If not, a brand will experience a poor return on investment (ROI) or go over budget.

See a video recap of one of our most recent influencer events here.