influencer marketingHow Well Do Your Marketing Strategies Perform?

At the end of each marketing campaign, businesses review how well their marketing strategies have performed. Businesses who have relied heavily on Influencer Marketing to solve their sales and marketing problems find this particular strategy doesn’t produce expected results.

Analyze the Problems

There are two types of reach in marketing: Paid reach and organic reach. The basis of paid reach is the total of targeted buyers who viewed marketing ads sellers paid for. Organic reach is the number of targeted buyers who viewed unpaid ad distributions.

Observe the organic reach of your marketing campaigns. Your promotions should be seamlessly knit and thoroughly compatible in order to strengthen the impact on social media.

First, examine the marketing campaign strategy for gaps between paid reach and organic reach. These should be a secure lead in to the others. Links and backlinks can solve this problem. The next and most important analysis is the target market within each range of social media promotion.

While the basic operative of the target market includes chief influencers, it may omit large segments of buyers who view only “neutral” portions of the original influencer marketing content.

The connection between the direct buyer and social media promotions and advertising should be designed for maximum reach. It is possible for influencers to also be buyers or third parties like manufacturers or retailers. When the target market includes multiple types of buyers, these should be classified according to strength of their buyer influence.

Analyze the “mileage” social media promotions achieved in prior marketing strategies to determine the reach and to plan to extend it beyond those levels.

The Three Legged Marketing Stool

Marketing is similar to one of those three legged stools that help you to reach that which is unreachable.

The three legs of marketing are:
. The Buyer
. The Seller
. The Sale

Each leg of marketing cannot function autonomously from the other without causing the stool to become unbalanced and useless. This is an analogy to consider regarding the reach of your social media marketing strategies. If each “leg” of your marketing strategy is evenly balanced and strong enough to take on the weight of competition online, its use has unlimited potential for success.

Buyer Importance

In previous marketing strategies it was believed that all that was necessary to complete a successful and extensive marketing campaign was to focus attention on those who influence others to buy goods and services. Influencer marketing places more focus on specific individuals within the target market, rather than incorporating the individuals of the entire target market into the realm of the strategy.

The ability to “influence” or persuade others to buy simply doesn’t suit the needs of unique buyers. The best example of this is products and services in TV commercials that are known as “made for TV.” These “influencer” promotions target a small portion of the market due to specific needs of buyers and don’t produce saturation. This type of limitation can also occur with businesses that have minimal local reach or that spend more marketing and sales budget dollars on a limited social media territory.
When limitations are evident, begin to resolve the problem by ranking buyers in order of significance.

Seller Importance

How the seller presents their public offering determines the success of marketing strategies. The seller is the source of action while the buyer reacts to the buyer’s actions. As a seller, social media plays a huge role in today’s marketing presentations. However, consistency remains the imperative action buyers must utilize in each level of social marketing. Too much divergence from marketing initiatives serves to confuse the buyer who will make the final purchasing decision. It may also incur unnecessary spending on influencers who make not be fully empowered to persuade buyers.

The Sale

Closing a sale is the natural emanation of a finely honed marketing skill. Consider the number of social media venues that provide broad organic reach and concentrate marketing dollars on significant influencers. Be vigilant of the unique buyers who react within organic reach and buyers who tend to rely on influencers to guide their buying habits. Influencer marketing alone won’t solve all your problems. A comprehensive marketing strategy that focuses on targeted buyers can be cost-effective and more efficient.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.

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