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3 Ways to Leverage Influencers in your PR Campaign

Building genuine relationships with influencers and experts can help grow brand awareness and drive conversions. Here’s three ways you can utilize the impact of influencers for your PR campaigns.

1) Share messaging on their owned channels — Whether they’re blogging about your brand, sharing posts on social media or otherwise talking about your brand, you have a chance to reach a new audience you otherwise wouldn’t have access to.

Tip: Make sure the relationship is disclosed if the influencer is compensated, and get the most bang by including a call-to-action. Invite the influencer’s followers to sign-up for your newsletter, give them an offer, or find another unique way to bring them into your sales funnel.

2) Invite them to speak at an event — Whether it’s live or virtual, having an expert or influencer attend to share insight will help grow your attendee list and correlate your brand with thought leaders.

Tip: Film the event and repurpose it. After getting consent from the influencer, you can use the video to cull tips for a white paper or tip sheet, edit the video into a series, or invite your followers and fans to download the full segment.

3) Sponsor an advertisement on their site — This may seem old-school, but it still works, and it’s a great way to start a relationship with an influencer that doesn’t know who you are. Inquire about sponsoring an ad spot on their site and continue to build the relationship from there.

Tip: Instead of putting a stagnant ad on their site, put a piece of content for their readers to download. Make it clear that they will have to download it so they aren’t surprised when they have to fill out information. Offering helpful content will capture the audience’s interest more than ad copy, and you’ll be able to grow your email list and better track return on investment.

Need help identifying influencers? Join our free 30 minute webinar on Thursday, June 26: How to Identify Influencers for the PR Pro.

About Lisa Denten

Lisa Denten is the Social Media Manager of Cision U.S., where she leads social strategy, coordinates the blog editorial calendar and manages public relations campaigns. She regularly hosts Cision webinars, was chosen as a #FollowFriday guest on industry blog Spin Sucks, and has spoken on panels for Inbound Marketing Summit and Publicity Club of Chicago. She worked in the newspaper industry before joining Cision in 2008. Connect with her on LinkedIn or Twitter at @lisaml15.

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