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.