influencer marketing strategy

Influencers are people who have a large following on social media and who’s knowledge and opinion has a large bearing on their followers. Influencers are increasing becoming a more prominent and trusted voice on social media, with their messages having a large impact on consumer trust in a product.

Many companies have made it a key marketing strategy to team up with influencers to expose their products to a wider and more niche audience. However, some organisations struggle to find the right influencer for their product and measure ROI of their influencer marketing efforts.

Here are some key tips to master the art of influencer marketing so that you get the most out of your investment:

Define your goals

What do you want to get out of your influencer marketing campaign? Your goal might be to generate leads, increase sales, reach a new audience, remain relevant, or create more brand visibility. Whatever your goal is, use that as a starting point then go back from there. After pinpointing your objective, identify what kind of influencers would be best suited to help you achieve that goal, and then finally find influencers to match the attributes and characteristics you’ve identified.

Defining both short-term and long-term goals will help you choose the right influencer and then have a measuring rod to determine the success of your influencer marketing strategy.

Stay authentic and consistent

Your role as a marketing professional is to have a narrative about your product you want to relay to your audience. Don’t veer away from that narrative, even when it comes to engaging with influencers. Influencers should be seen as an extension of that narrative, not a separate entity.

To ensure your influencers are narrating your story accurately, it’s crucial to identify and select influencers who resonate with your brand, and who share similar values as your brand. If this is not the case, then your influencer marketing won’t be consistent with your message and won’t seem authentic to the audience. Authentic and consistency in influencer marketing is what creates an emotional connection with their audience and as a result, success for your brand.

Make reciprocity a priority

Building a good relationship with your influencer will be ultimately be a boon for you and your brand. Therefore, as a marketer, you should be supporting influencers who support your brand. Find ways to add value to your influencer’s audience, which in turn will add value to your influencer’s brand. This involves doing your due diligence on your influencer and their audience, finding their likes and dislikes. Use these insights to create targeted content that will resonate with the interests of the influencer and their audience. Targeted content could take the form of things like special offers and discounts, access to events/experiences, or prizes.

Define your ROI

Defining your ROI can help you determine if you’re going in the right direction with your influencer marketing or if you need to rethink your strategy. There are a few techniques you can use to help measure ROI from influencer marketing such as page views, demand generation, impact on sales, and so forth. Don’t forget to communicate the ROI to your influencers so everyone’s one the same page.

-5WPR CEO Ronn Torossian

5WPR CEO Ronn Torossian
Ronn Torossian


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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.