There are many different things that go into creating effective influencer marketing campaigns, however, the most successful types of influencer marketing campaigns tend to stick to a few very effective strategies.


Most companies, when looking to create influencer marketing campaigns, create a list of potential influencers they can reach out to via social media platforms or influencer and PR agencies and then start reaching out to them and pitching the campaign. However, a more effective way would be for the company to create a single influencer document, that’s going to compare each influencer that the company is looking to work with, in a format that’s going to be a lot more consistent. Some of the important things that this document should include are the skills, history, passions, and flaws of each influencer, their engagement rate, the hashtags they use, each social media account that they have, the subjects that they talk about, media coverage that they’ve managed to generate in the past, as well as how that influencer is going to be relevant to the target audience of the business. This way, companies will have a much easier time narrowing down their list of potential sponsors that they should be working with on the influencer marketing campaign, and only pitching the people at the top of the list.


When a company is establishing a relationship with a digital influencer, it’s important to do that slowly and gradually. Unless the influencer is already a big supporter of the company and its solutions, the odds are that they’re not going to be too excited about working with a new brand on an influencer marketing campaign. Fortunately, taking it slow is a great way for companies to develop stronger relationships with specific influencers because they won’t be taking up a lot of the influencer’s time, while still providing them with a decent introduction to the company and its solutions, and even the branded messages that the company is trying to promote. After a company establishes an initial relationship with a relevant influencer, it’s time to strengthen that partnership by including more marketing efforts and collaborative content creation between the business and the influencer, which will help both parties promote themselves at the same time, and to generate more positive results for each one of them.


Plenty of influencers on social media platforms these days tend to generate the biggest portion of their income by promoting brands and endorsing their solutions. However, in more recent years, plenty of influencers have started to operate their own businesses, and their own companies, which means that they are an active advocate for their own brands and businesses. Because of that, there might be a time when a company ends up in a situation, where if the influencer does agree to collaborate with the company and promote its solutions, they have a conflict of interest, which is a situation that every business should avoid.

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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.