Today’s marcomms landscape requires influencer strategists to move as fast as the social media space does. Ashley Rosenberger, founder of Rose PR, shares five essential tips for maximizing effectiveness – from diversifying influencer selections to fostering authentic relationships and beyond.
In the ever-changing world of PR, influencer marketing has emerged as a powerful tool for brands to connect with their audiences. Over the past decade, influencer marketing has grown exponentially, with influencers becoming key players in helping brands attain visibility in their respective fields. However, as with any dynamic industry, the landscape of influencer marketing is continuously shifting, prompting the question: is influencer marketing still as effective as it once was? Below we list out 5 ways to maximize influencer effectiveness:
1. Diversify influencer suggestions
To maximize the effectiveness of influencer marketing, it is crucial for agencies to tailor their influencer recommendations to align specifically with the products they are pushing. Many brands have “favorite” creators with whom they’ve worked with in the past and enjoy working with. As a result, they end up recycling the same influencers for multiple product campaigns instead of researching right fits for each campaign. For example, an influencer who is influential for an SPF product might not be as influential for a lipstick. Therefore, agencies and brands must recognize these distinctions and invest time in researching and selecting influencers who are the best fit for their specific campaigns.
2. Trust the influencer
The same way a doctor knows best when it comes to how to treat a patient, an influencer knows best with how to connect with their audience! As such, when partnering with influencers, while communicating the brand vision to them, it is essential to trust them to relay the message in a creative way. Influencers have built a loyal following because of their authenticity and personal style, which resonate deeply with their audience. By allowing influencers the creative freedom to craft content that feels genuine and natural, brands can ensure that the message is delivered more effectively and persuasively.
3. Understand your goals
Before beginning your influencer partnership, it is essential to list out your goals for the campaign. Are you aiming to boost awareness? Are you looking for content that you can repurpose? Defining your objectives upfront will help you select the right influencers, craft a coherent strategy, and measure the success of your campaign more effectively.
4. Rethink traditional KPIs for measuring influencer performance
Measuring the true impact of influencer marketing can be challenging, as traditional KPIs may not fully capture the long-term effects of an influencer's post. Often, the results of an influencer campaign show long after the initial post. For example, a person might see an influencer feature a lipgloss in their story and not engage with the post immediately, which might suggest a negative ROI. However, weeks later, that same person could recall the hand cream when shopping and decide to purchase it. This demonstrates that traditional metrics like immediate engagement may not accurately reflect the influencer's lasting impact.
5. Prioritize authentic relationships
When working with paid influencers, a problem brands are encountering is the lack of authenticity in these posts. To counter this, it’s really important to work with influencers that have already shown significant love to the brand in an unpaid capacity. This way, the partnership looks more as if the brand is paying an influencer who already loves the brand to create more elevated content as opposed to coming off as them paying someone to say they love the brand.
Conducting a mid-year PR retrospective is crucial for evaluating efforts, identifying areas for improvement, and refining strategies to finish the year strong. Emily Reynolds Bergh, founder of R Public Relations Firm, shares her actionable tips for regrouping at this pivotal point in the year. By taking a moment to reassess, you can ensure your efforts are on track and poised for success through the rest of the year.
Photo Credit: Alexander Suhorucov
As we reach the year's halfway point, brands and businesses must conduct a mid-year PR retrospective. This process allows organizations to evaluate their public relations efforts, understand what's working, identify areas for improvement, and make strategic adjustments to ensure a solid finish to the year. Here's a comprehensive guide on the importance of this assessment and actionable tips for regrouping and enhancing your PR strategy for the remainder of the year.
Why Mid-Year PR Retrospectives Matter
This is an opportunity to see how your PR efforts are performing. A retrospective allows businesses and entrepreneurs to:
Evaluate Progress: A mid-year PR review helps you assess the effectiveness of your campaigns and strategies. It provides insights into what has been successful and what hasn’t, allowing you to make informed decisions moving forward.
Identify Strengths and Weaknesses: Understanding your strengths and weaknesses is essential for refining your PR approach. This analysis highlights areas where your brand excels and identifies where adjustments are needed.
Adjust Strategies: The business environment is dynamic, and what worked at the beginning of the year may be less effective now. A mid-year retrospective allows you to pivot your strategies to align with current market trends and audience preferences.
Optimize Resource Allocation: By reviewing your PR efforts, you can ensure that resources—time, budget, and personnel—are allocated efficiently. This optimization is crucial for maximizing your PR impact and achieving your goals.
Boost Team Morale: Recognizing and celebrating successes can significantly boost team morale. Conversely, addressing challenges head-on with a clear plan for improvement can motivate your team to perform better.
Photo Credit: Fauxels | Pexels
Insider Strategies for a Mid-Year Review
Here’s how to launch a mid-year PR retrospective for your brand or business:
1. Collect and Analyze Data
Gather data from various PR activities, including press releases, social media engagement, media coverage, and event participation. Analyze this data to measure key performance indicators (KPIs) such as media impressions, engagement rates, and conversion metrics.
2. Review Goals and Objectives
Revisit the goals and objectives set at the beginning of the year. Assess whether you are on track to achieve them and identify any discrepancies. This review will help you determine if your goals need to be adjusted based on current realities.
3. Evaluate Campaigns and Tactics
Examine the performance of individual PR campaigns and tactics. Identify which ones yielded the best results and which fell short. Consider the context of each campaign to understand the factors that contributed to their success or failure.
4. Ask for Feedback
Gather feedback from your team, stakeholders, and even your audience. This qualitative data can provide valuable insights that quantitative metrics might miss, offering a well-rounded perspective on your PR efforts.
5. Conduct a SWOT Analysis
Perform a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to get a comprehensive view of your PR landscape. This analysis will help you identify internal and external factors that could impact your future PR strategies.
Photo Credit: Mikael Blomkvist | Pexels
Pro Tips for Finishing the Year Strong
1. Set Realistic, Measurable Goals
Based on your mid-year assessment, set realistic and measurable goals for the remainder of the year. Ensure these goals are specific, attainable, and aligned with your overall business objectives.
2. Refine Your Messaging
Review your brand messaging to ensure it resonates with your target audience. Consider feedback and current market trends to refine your messaging for maximum impact.
3. Leverage Innovative Opportunities
Stay ahead of industry trends and emerging opportunities. Whether it's a new social media platform, a trending topic, or a relevant event, be prepared to leverage these opportunities to enhance your PR efforts.
4. Up Your Media Relations Game
Strengthen relationships with key media contacts. Personalized pitches, regular updates, and meaningful interactions can help secure more favorable media coverage.
5. Invest in Training and Development
Equip your PR team with the latest tools and skills. Training and development can significantly improve your team's efficiency and effectiveness in executing PR strategies.
6. Monitor and Adapt
Continuously monitor your PR efforts and be ready to adapt as needed. The ability to respond quickly to changes in the market or feedback from your audience is crucial for maintaining a strong PR presence.
7. Celebrate Successes
Recognizing and appreciating achievements can motivate your team and reinforce a positive work culture. Reynolds Bergh says, “Don't forget to celebrate your successes, no matter how small.”
A mid-year PR retrospective is invaluable for brands and businesses aiming to stay competitive and relevant. By evaluating your progress, identifying areas for improvement, and implementing strategic changes, you can close out the year with a robust and effective PR strategy. Remember, the key to successful PR is continuous assessment and adaptation. Use this mid-year checkpoint to ensure your PR efforts are on track to meet your goals and drive your brand forward.
