If you’re like me, you’re always on the lookout for the next big thing to elevate your client’s marketing efforts. As consumers continue to crave authenticity, influencer marketing has become a powerful tool for reaching potential customers.
But relying solely on influencers without a solid PR strategy isn’t enough. To create a sustainable impact, these two strategies should work together.
In this article, I explore how to combine influencer marketing with PR for maximum results.
Understanding Influencer Marketing and PR
Influencer marketing is a form of social media marketing. You leverage the influence and reach of content creators to promote your brand. They create user-generated content like unboxing videos or product reviews to engage their followers – your target audience.
At its core, influencer marketing hinges on the power of social proof and word-of-mouth marketing to optimize marketing efforts.
An influencer’s endorsement carries significant weight with their audience because they’ve built a loyal following and established trust with them. This can drive site traffic, create buzz about your products, and convert followers into customers.
Meanwhile, public relations (PR) focuses on managing a company’s reputation, Which can be achieved through various tactics, such as media relations, crisis communication, and event planning.
PR is about raising brand awareness, positioning a company as an industry leader, and establishing credibility.
“Influencer marketing and PR are powerful tools for building authentic connections with your audience. By leveraging trusted voices in your industry, you can amplify your brand’s reach, foster genuine engagement, and drive meaningful results,” says Adrian Hill – Digital Growth Specialist of Paystub Hero.
How PR and Influencer Marketing Strategies Complement Each Other
When executed correctly, combining influencer marketing with PR strategies can be a match made in heaven.
Here’s how these strategies complement each other.
- Managing perceptions: PR is about managing perceptions. But you can only successfully manage perceptions with good credibility. Over 60% of consumers trust influencer recommendations more than messages coming directly from the brand. That means, through influencer marketing, you can easily manage perceptions for PR.
- Broadening reach: Combining influencer marketing with PR strategies can broaden your reach and increase audience engagement. Influencers have dedicated followings, while professional PR services can amplify your message through media outlets, among others.
- Content creation: Social media influencers bring unique perspectives and creative content that can be leveraged in PR campaigns. Incorporating influencer-generated content into your PR strategy not only aids in cross-promotion but also enriches your content pool.
Overall, combining these two strategies can help businesses create a powerful campaign that resonates with their target demographic across various channels.
Effective Strategies for Influencer Marketing in PR
Here’s how you can effectively combine influencer marketing with PR strategies:
1. Identify and Align Goals
Your promotional efforts should align with your business goals. So start by identifying what you want to achieve. Are you looking to drive more sales of a specific product or penetrate a new market?
According to Gidon Sadovsky, founder of Overnight Glasses, aligning your marketing objectives with the right influencers not only enhances visibility but also fosters meaningful engagement that drives tangible results.
Now align your influencer marketing and PR objectives with them.
Assume your business goal is to sell tickets online for your upcoming product launch to drive sales. Then your promotional objective could be to drive awareness of the event and your product. Your influencer marketing goal could be to generate buzz, while your PR goal could be to package your new product as a consumer need and your event as a must-attend occasion.
Notice how they all complement each other?
2. Select the Right Influencers
As an experienced PR professional, I understand the role influencers play in connecting with target audiences. So, I take a strategic approach to identifying relevant influencers who can represent my clients with authentic content.
I research prospective influencers, analyzing their engagement level, follower counts, and audience demographics to ensure they align with my target market. I also analyze their previous collaborations to gauge professionalism and ability to deliver high-quality content.
You want someone who aligns with your brand values and has a genuine connection with your target audience. This ensures the influencer can genuinely endorse your products without compromising your brand’s integrity.
The right influencers can also help decrease marketing costs. Micro-influencers, in particular, offer high engagement rates at a fraction of the cost of macro-influencers.
With them, brands can tap into niche markets, ensuring a more authentic connection. Glossier is a brand that employs this strategy.
Influencer marketing platforms can help you identify influencers who fit your criteria.
Have a look at these strategies for collaborating with influencers to expand your brand’s reach and visibility
3. Craft a Unified Message
PR team and influencers should work closely to craft a unified message that resonates with the audience. When you combine influencer marketing with PR this way, you enhance the impact of your brand message.
Nike’s #winningisntforeveryone campaign is a brilliant example of unified messaging.
See Nike’s website which reflects the brand’s PR campaign message: that grit, determination, and sacrifice create winners.
Now check out the video above by fitness influencer Betina Gozo shared by Nike as part of the PR campaign. See how the same values are apparent?
4. Monitor and Measure Performance
Keep track of your campaign’s performance. Use tools like Google Analytics 4 to measure the effectiveness of your influencer marketing and PR efforts. Track metrics such as engagement rates, website traffic, and conversion rates.
At ProhibitionPR, regular analysis gives us valuable insights into what’s working and what needs adjustment, ensuring our campaigns deliver optimal results.
BONUS TIP: Leverage Other Channels
Take advantage of platforms apart from your PR and influencer marketing channels to amplify your message.
For instance, instead of just relying on your influencer sharing your message for your PR campaign, why not make a copy of their post and share it via email? You can also share a copy of your press release via email or create a blog post using your influencer content.
The more channels you use, the more perceptions you can reach and manage.
Conclusion
Merging influencer marketing with PR strategies is a necessity for brands looking to maximize their promotional efforts. By aligning goals, creating unified messaging, selecting the right type of influencer, crafting a unified message, and monitoring performance, you’ll reap the benefits of these two powerful strategies.
Ready to take brand promotion to the next level?
Want to build an influencer program for your store? With GoAffPro, you can easily set up a program for your store. Check out our app: GoAffPro
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