At digitalPR we believe that influencer marketing should be an integral part of any individual campaign, but working with influencers should also form a part of your long-term PR and marketing strategy.
A typical influencer marketing campaign might involve selecting a group of relevant creators for a one-off activation or perhaps a series of posts in the run-up to a launch. And while this is a valid approach, having an influencer promote a product for a short period, but then not mention it or be seen to use it again can come across as inauthentic. If the goal was a burst of awareness then this sort of campaign can certainly be effective, but a week or a month after the campaign has run, will the influencer’s audience still remember it?
In order for your brand and products to remain front-of-mind within your target audience, it is increasingly important to build lasting partnerships with influencers who are aligned with your brand’s image, and have engaged audiences that are relevant to your product or service. An influencer who values and uses your product or service every day is more powerful than one who promotes it for a short period, largely just because they’ve been paid to do so. Partnering with an influencer longer-term means that your brand and product is regularly exposed to the influencer’s fanbase in a way that is often more organic and authentic than one-shot campaigns.
A counter-argument to establishing longer-term partnerships could be that by focusing resources on a limited number of influencers, you are limiting your total audience. Each influencer, no matter how big, has a limited fanbase that perhaps doesn’t change radically from month to month, and so by constantly working with new influencers, you are expanding your total audience. This is true, however, it shouldn’t be viewed as a negative, because by prompting your brand to a regular audience, you increase the chances that they will remember you and your brand’s core values and USPs. But, more importantly, the audience’s perception of your brand is also enhanced.
By nurturing longer-term partnerships, you are also fostering goodwill within the influencer’s community. Sometimes, influencers worry that by participating in a sponsored campaign, their fans could see as them ‘selling out’ and losing integrity. But, a well-implemented partnership actually has the opposite effect, because as a brand you are seen as supporting the influencer long-term and enabling them to create the content that the community loves. In return, the influencer becomes a natural and authentic advocate and ambassador for your brand – it’s a win-win.
As with most marketing endeavours there is pressure to demonstrate an instant conversion, but a fundamental part of influencer marketing is developing a lasting awareness and brand affinity amongst your target audience. So, whether it’s one week, one month or one year down the line that a potential customer reaches the point of purchase, the investment that both you and your partnered influencer have made in the community will mean that your brand is front-of-mind.
To find out how digitalPR can drive your influencer marketing strategy, please get in touch.
digitalPR is your brand’s gateway to the entire Nordic region. Through the execution of compelling and newsworthy PR and communications campaigns, we have proven success in propelling brands to the top of the news agenda. Our expert team of former, high-profile technology journalists have strong relationships with all the key B2B and consumer media, and specialize in crafting campaigns and thought-leadership stories that will grow your business.HMD Global Keepit BenQ Acer Denon Bowers & Wilkins NETGEAR PR Palo Alto Networks Tutela Technologies LIFX
Within every organization there are star people, whose knowledge and expertise are a cornerstone of your business success. With the right driving force, these people can become powerful advocates for your brand.And in the digital age, expertise and authenticity are major selling points that can drive sales just as much as advertising or other promotional campaigns, but only if done correctly.
Our job at digitalPR is to ensure that your star people are heard in the right media at the right time, and in the right context, so that they can shine a light on your business and its USPs.Keepit Palo Alto Networks Tutela Technologies NETGEAR PR
An effective content marketing strategy must be at the heart of any digital marketing initiative. However, in order to generate high-quality traffic and leads, your brand must produce compelling, insightful content that resonates with your target audience. digitalPR is uniquely placed to supply content campaigns that convert, thanks to our expert team of former technology journalists. We will write content that demands to be read, and drive inbound traffic and leads through effective use of lead-nurturing strategies.Philips Dictation QNAP Systems Acer
In a recent survey of 4000 marketing agencies, brands, and other industry professionals, 91% of respondents believed influencer marketing to be an effective form of marketing. Whether you need a one-off influencer activation or long-term partnerships with relevant, high-profile influencers in your business sector, digitalPR can ensure your brand is promoted by the right influencers, in the right way, and with measurable results.BenQ EPOS Bowers & Wilkins Denon HMD Global NETGEAR PR
As self-confessed language nerds, we are writers, editors and expert translators at heart. We can localize even the most complicated product content, while maintaining technical accuracy and your brand’s unique tone of voice. This ensures that your key communications material can be enjoyed in all the Nordic languages.BenQ NETGEAR PR HMD Global Acer