How to use influencer marketing in a PR campaign

September 17th 2024 By Pic PR 4 minute read

Influencer marketing can be a fantastic addition to any PR campaign, giving your brand that extra boost of visibility and engagement. But it’s not just about jumping on the influencer bandwagon and hoping for the best – it takes a bit of thought and strategy to get it right. So, here’s how you can effectively integrate influencer marketing in your PR efforts, without the risk of it falling flat.

Why use influencers?

In today’s digital age, influencers are key players in shaping opinions and driving consumer behaviour. They have loyal followings that can range from niche, engaged communities to vast audiences. Whether you’re working with micro-influencers or those with a larger reach, the right collaboration can help you tap into new audiences and build credibility.
 
But, before you go running off to find the biggest name with the most followers, it’s important to choose wisely.

Quality over quantity

It’s tempting to aim for influencers with the largest following, but this isn’t always the best approach. A high follower count doesn’t necessarily equal high engagement or relevance. In fact, smaller influencers with a niche following often boast much better engagement rates because their audience is more invested in their content.
 
The trick is to find influencers whose audience aligns with your brand’s target market. You want someone who shares your brand’s values and can authentically promote your message. This leads to more meaningful engagement – and that’s what you’re really after.

Understand your audience and theirs

Before reaching out to any influencer, it’s crucial to understand not only your own audience but also the influencer’s followers. Do they align? Will your product or service resonate with them? For example, if you’re marketing a new luxury spa, it wouldn’t make sense to partner with an influencer who primarily promotes budget travel tips. Their audience wouldn’t be right for you.

Take some time to research the influencer’s content and their audience’s behaviour. Are they genuinely engaged, or just passive followers? This due diligence will help ensure your campaign hits the right notes.

Authenticity is key

One of the biggest benefits of influencer marketing is its authenticity – or at least, it should be. The last thing you want is for your collaboration to feel forced or like a blatant sales pitch. Audiences are savvy, and they’ll quickly spot when something doesn’t feel genuine.

Instead of dictating exactly what the influencer should post, let them put their personal spin on things. They know their audience and what resonates best with them. This approach makes the content more natural and believable, which ultimately leads to better results.

Take Bowood Hotel, Spa & Golf Resort, for example, which teamed up with the Forebrothers – a group of golfing influencer brothers who create amusing, engaging content that resonates with their followers. The collaboration didn’t feel like a hard sell but instead showcased the hotel’s golf offering in an authentic and appealing way.

 

Vetting influencers

With influencer marketing growing in popularity, there’s no shortage of people offering their services in exchange for freebies. However, not all influencers are created equal. It’s important to carefully vet anyone you plan to work with.

Look beyond their follower count and assess their engagement rates, content quality and overall brand fit. Are they consistently producing good content? Do they have a history of working with brands similar to yours? And most importantly, do their followers genuinely trust their recommendations, or are they just there for the giveaways? 

Proper vetting will help you avoid the ‘freebie hunters’ and ensure you’re working with influencers who can genuinely add value to your PR campaign. 

Collaborate, don’t control

Influencers are content creators, and part of their appeal is their creativity and unique voice. When working with them, it’s essential to collaborate rather than control. While it’s fine to provide some guidelines, avoid dictating exactly what they should say or how they should say it. Give them the freedom to craft content that feels natural to their audience.

When an influencer is allowed to stay true to their style, the results will come across as more authentic – and authenticity is the secret sauce of successful influencer marketing.

 
Be mindful of costs

Influencers, more often than not, are expecting something in return. If you’re a luxury hotel, it can be as straightforward as offering a complimentary overnight stay or a free meal if you’re looking to promote your food. But, increasingly, influencers – particularly the big ones – are looking for payment on top, even when they’ve been given a free stay.

Whether you’re willing to pay extra should be taken on a case-by-case basis. If their profile is worth it, then it could be worthwhile. But always establish what the agreement is before they come. If a free stay is enough, what content will they be posting? Will it be Instagram stories, or a more permanent reel? Make sure it’s determined before they arrive to avoid any post stay conflict if they don’t publish the content you were anticipating.  
 
Measuring success

One of the great things about influencer marketing is that it’s measurable. You can track engagement rates, website traffic and even sales generated from an influencer’s post. It’s important to define what success looks like for your campaign, whether that’s increased brand awareness, more website visits or a boost in sales.

By analysing the data, you’ll be able to see what worked, what didn’t, and how you can refine your strategy for future campaigns.

Influencer marketing can be an incredibly effective tool in your PR toolkit, but only if it’s done thoughtfully. By selecting the right influencers, collaborating on authentic content and measuring your results, you can ensure your PR campaign stands out and connects with the right audience.

Give it a go and watch your brand's influence grow!

 

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