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.

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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 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.