5 Steps to Maximize Your Influencer Marketing Program

By Sherry Heyl Founder & Consultant, Amplified Concepts | January 14, 2018

Despite all the recent hype around influencer marketing, it is really nothing new. In fact, I ran my first influencer marketing campaign for a large brand in 2006. We did not call it influencer marketing, it was called blogger outreach, but the premise was the same. We developed relationships with bloggers who had a large following and wrote about our niche. In this particular case, it was about cars. At the time the goal was to increase awareness. Our efforts were similar to a traditional media pitch and blogs were seen as “new media.”

As the social web evolved so did our outreach campaigns. A content creator no longer needs a blog to be influential. Today many influencers are focused on platforms such as Twitter, Instagram, and YouTube. 

What also has evolved are the expectations of an influencer campaign. Through well-design campaigns and knowledge of how to use targeted advertising and lead gen tools on social platforms, Influencer Marketing campaigns can offer so much more than just brand awareness. Many brands have reported impressive results which has led to an increase in the hype about influencer marketing. 

With great hype comes great expectations and more and more brands are reaching out to influencers to talk about a product or service and expecting a windfall of sales leads. The results are almost always disappointing. The reason is typically influencer campaigns are often executed without planning or a strategy. More often than not I see influencers randomly posting about a brand with the hashtag #ad. That is not an influencer marketing campaign. That is an ad buy and the whole reason brands should be investing more in influencer marketing than in advertising is ads don’t work as well. 

A successful influencer marketing program takes just as much planning as any other marketing program to be successful. Through the story-telling capabilities of the influencers that you are working with an audience is able to experience your brand and develop an affinity for it. Because your brand is being introduced by a trusted influencer you should see an increase in followers on your brand platforms. If your campaign is designed to generate sales you should see a sustained increase in revenue. 

Here are 5 steps that you can include in your planning to maximize your influencer marketing program. 

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Human Resources: Value Creation

Businesses must evolve to stay competitive and this is also true of employment positions within those organizations. In the hotel industry, for example, the role that HR professionals perform continues to broaden and expand. Today, they are generally responsible for five key areas - government compliance; payroll and benefits; employee acquisition and retention; training and development; and organizational structure and culture. In this enlarged capacity, HR professionals are no longer seen as part of an administrative cost center, but rather as a member of the leadership team that creates strategic value within their organization. HR professionals help to define company policies and plans; enact and enforce systems of accountability; and utilize definable metrics to measure and justify outcomes. Of course, there are always new issues for HR professionals to address. Though seemingly safe for the moment, will the Affordable Care Act ultimately be repealed and replaced and, if so, what will the ramifications be? There are issues pertaining to Millennials in the workforce and women in leadership roles, as well as determining the appropriate use of social media within the organization. There are new onboarding processes and e-learning training platforms to evaluate, in addition to keeping abreast of political issues like the minimum wage hike movement, or the re-evaluation of overtime rules. Finally, there are genuine immigration and deportation issues that affect HR professionals, especially if they are located in Dreamer Cities, or employ a workforce that could be adversely impacted by federal government policies. The March Hotel Business Review will take a look at some of the issues, strategies and techniques that HR professionals are employing to create and sustain value in their organization.