Working with influencers has become an important part of the PR and branding building mix. By working with influencers brands can reach audiences that traditional advertising, PR and marketing campaigns might miss and the ROI can be very beneficial. Influencers very often have a captive audience, their followers have become their digital tribe and so whatever they showcase, discuss, comment on draws the attention of their followers. Influencer marketing therefore has become big business; in the UK alone “one in four Brits has bought a product as a direct result of social influencer recommendations – but 42% called for content creators and influencers to curb the fake news and offensive opinions” according to research from Golin (2018). This highlights the need for transparency from influencers and brands as advertising regulations stipulate that all paid for content should be made clear. If you are willing to pay for content creation the question that often arises, particularly for small brands, is how much they should pay for influencer marketing. Brands are not always sure how much they should be paying or if they should be paying in the first place.
A few things to keep in mind as you watch this video:
Be clear on the audience you want to attract by working with an influencer of any size.
Always do your research and due diligence on them – do not get caught up in the follower count of an influencer.
Build a relationship with the influencers that you want to work with
Be respectful of an influencer’s platform – they cannot be dictated to.
This video will give you some key tips that you should keep in mind when building relationships with influencers. Watch and share your thoughts.
This infographic is a useful tool in understand the value of influencer marketing and includes some useful points to pay attention to including follower count vs engagement.
One of the most powerful PR tactics that an entrepreneur/business founder can use when undertaking a public relations campaign is public speaking. Aside from boosting your personal brand visibility, by allowing you to share your expertise becoming a confident public speaker enables you to build your own influence and solidifies your relationship with an audience, who in turn can become “micro brand ambassadors” by sharing their experience after listening to your talk. The impact that regular public speaking has on strengthening credibility and enhancing public image is something that is all too often underestimated. There are a number of reasons why this might be the case; fear of public speaking, uncertainty in brand values, inexperience or lack of awareness of where to start. Fear is a serious progress blocker and it stops us from doing some of the very things that are best for us. It is natural to feel nervous about speaking in front of groups of people, large or small but we must not let those fears stop us from moving forward. As the saying goes “feel the fear and do it anyway” – use the energy of fear to push you towards your goals.
Here are some tips on how you can become a confident public speaker and start using your voice to make an impact:
Start from wherever you are – either at team meetings, during board meetings or even at home. Challenge yourself to speak up in spaces in which you would normally not feel comfortable doing so. That is not to say that you should just speak for the sake of it, anything you say should add value to the conversation/meeting but through developing a habit of speaking in front of people, even small groups your confidence will grow.
Work on your story
Before you can step onto any stage you need to know your story, not just your own personal story (of which you should have already created a bio for) but your business story. Know the “why?”, “how?”, “where?”, “who?” behind your business. Create a compelling narrative that highlights your expertise but also enamors the audience. This is not about being fake or copying anyone else’s style, this is about being bold in the way you speak about your brand story. Try to be original too – when you tell your story, give your speech or presentation try to make it memorable – that could mean sharing an anecdote, using humour (tactfully) or encouraging audience participation. Learn the art of being yourself and you will become a truly confident public speaker.
Know your subject matter
If you will be speaking on industry themes, make sure that you research and stay on track of what is happening in your sector. So if you’re a food entrepreneur make sure you know about what is hot in the food sector, if you’re in fashion understand market trends, if you’re in tech keep up to date with the drivers in tech and so on. Don’t stop learning, the more you read fact based resources the more confident you will be as a public speaker and subject matter expert. Remember that this does not mean that you have to be perfect, just know your stuff!
The worse thing you can do is get on stage and try to copy anyone else’s style. You can watch other people’s speeches for inspiration and to learn the art of stage presence, timing and body language but when it comes to delivery you have to be yourself. Being authentic means that you will relax and give off the best energy on stage. Be yourself, that is the best way to build your confidence as a public speaker.
Look for opportunities to speak
Sometimes the very thing you are waiting for is actually waiting for you. A good example of this of this is the Tedx initiative, local TedTalks that you can apply to take part in. You don’t have to wait for TedTalks to come to you! If that stage is too big for you or you don’t feel ready then consider approaching other events, introduce yourself to event facilitators in your industry. There are so many to choose from and there is absolutely nothing wrong with sending an introductory note letting an event co-ordinator know that you would be willing to speak for them. If all else fails why not consider hosting your own event? It might take more planning and time but it’s worth it!
Don’t allow the fear to stop you.
It is inevitable that you will be nervous, especially if you’re new to public speaking but you are worthy and capable of speaking publicly. Don’t let the fear that you feel deny you of your right to shine brightly! Watch this video to help you get over the fear of public speaking:
Once you can conquer the fear you will find that you start to enjoy the opportunities that are offered to you and you are more likely to say yes when invited to speak. If you want to work on those nerves undertake some confidence boosting activities which can include giving a speech as a social gathering like a party or wedding. Be daring and ask for feedback from colleagues and friends, positive reinforcement is a real confidence booster (but don’t become too reliant on this otherwise you may miss opportunities to learn and grow).
Be of value
One of the most powerful things that you can do as a public speaker is to be of value to the audience. This means leaving them with something that they did not have before hearing you speak, teaching them something and leaving them with a message that lingers. Do not simply regurgitate your life story without turning it into a life lesson. As a public speaker you can add value to the lives of the audience. This also works even if you are chairing a panel for example, you can direct questions that brings the best out of panelists. So remember to always think about the value you will be adding to the audience through your speech or presentation.
Hopefully this piece has helped you, when you start undertaking speaking engagements make sure you promote the events at which you will speak, share images and testimonials from any events that you speak at and keep momentum going by seeking new opportunities or maintaining your visibility enough to attract them. If you require public speaking training feel free to get in touch to book a public speaking coaching session.
Influencer marketing is a form of marketing which focuses on working influential people with strong digital footprints to reach a target audience. Influencers have a dedicated and loyal digital tribe which can give brands the opportunity to have impact on captive audiences. Whilst working with influencers is a powerful PR and marketing tactic it has to be undertaken with a strategic perspective. In this video I discuss how businesses and brands can work work with influencers and build effective relationships with them as part of their PR strategy.
There has been a lot of speculation recently about the value that influencers bring to brands’ PR and marketing campaigns. I still believe that the relationship brands (specifically small ones) and influencers have, can be a powerful one and they can really make an impact within a PR and marketing campaign. However a lack of communication, misunderstanding and lack of education is having a negative impact on the relationship dynamics between the two parties. Influencers who are working on building their own personal brand in the digital space are seeing large brands working with their colleagues and counterparts within the industry and sometimes they’re not able to understand that not all brands have the same level of budget. On the flipside brands and businesses aren’t always clear about what it is they are looking for, what the intention of an influencer campaign is and what their expectations are.
The following story is a great example of how a brand and influencer potential relationship can fall apart:
In this video I aim to help small businesses understand how to work with influencers, engage with influencer and help them understand how to communicate effectively so room for a fruitful relationship built upon on a long-term basis.