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.

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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.

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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 and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.