When it comes to creating effective and successful influencer marketing campaigns, it’s important for companies to understand the basics of marketing campaigns, and of influencer marketing more specifically to be able to create these types of campaigns. In fact, some of the most successful influencer marketing campaigns in the past have managed to attract the influencers to a brand, instead of having the company reach out to individual people via social media platforms. To achieve that level of popularity with both consumers and influencers, it’s important for companies to first understand a few influencer marketing essentials.

Content creation

These days, social media influencers aren’t looking to simply repeat a company’s branded messages verbatim, or follow a detailed script that the company has sent them. If a company intends to create an influencer marketing campaign in this way, it’s better to simply invest in digital advertising instead. This is because the more an influencer puts their own opinions and perspective on the types of benefits and advantages that the consumers can get when they are talking about a business and its solutions, they’re going to seem a lot more persuasive and influential on the behalf of the business toward the audience. That’s why the most effective way for companies to create effective influencer marketing campaigns is by looking for relevant social media influencers and then educating them on what the company wants to achieve with the campaign. From there, it’s important to just listen to what the influencers have to say on how they can help the company achieve its goals and promote the brand and its solutions. After all, the company is getting to use their services, which means that they bring something to the table and have the necessary experience and expertise on how they can reach a target audience. That means companies should be listening to what type of engaging content the influencers want to create, promote the business, and engage with potential customers on behalf of the company, and more. At the end of the day, by allowing influencers to pitch ideas regarding promotional efforts to the company instead of creating content, and then recruiting people on social media platforms to promote the business is going to be a lot more effective because it generates better results for both companies and influencers.

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Mistakes to avoid

Plenty of companies are relatively new to influencer marketing efforts simply because influencer marketing is relatively new as a promotional tool in general. However, that doesn’t mean companies should look at social media influencers as another way for the business to advertise itself to its target audience, or in other words as a transactional deal with the influencer. That’s because most social media influencers these days are keen on working with companies that they already believe in, and they know that their audiences can benefit from the company working with those specific influencers. That’s why it’s important for companies to keep an open mind when investing in influencer marketing campaigns, and even go out of their way to figure out which types of people influence their target audiences.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.