For over 10 years, Roberta Cammisa has labored for magnificence and style manufacturers like Ray-Ban, Internet-a-Porter and Charlotte Tilbury. Now, she is the Head of PR for the EMA area at UGG, overseeing public relations, influencer advertising, and product collaboration groups.
We had the pleasure of sitting down with Roberta to be taught extra about her journey in influencer advertising (the self-discipline didn’t even exist when she began!) and the teachings which have propelled her profession. On this article, Roberta shares her high three ideas for constructing a profitable profession in influencer advertising.
3 Ideas for Constructing an Influencer Advertising and marketing Profession
Influencer Advertising and marketing Profession Tip #1: Make relationship constructing your bread and butter
“True connection comes from with the ability to empathize with the particular person you’ve got proper in entrance of you. Whether or not it’s the influencer with 2 million followers or their expertise supervisor, it is advisable make them really feel welcomed and cozy, to allow them to convey their genuine self to the desk.” – Roberta Cammisa, Head of PR, EMEA, UGG
As an influencer marketing professional, you’ll at all times be sporting many hats to make sure the marketing campaign or occasion goes easily however being a relationship builder is commonly precedence #1.
In response to Roberta, empathy and agility are two vital abilities for constructing relationships with influencers. Once you convey extra empathy to a relationship, you perceive the wants and desires of the opposite, making you extra agile in fostering the connection.
This may typically come up in influencer marketing negotiations that are among the many greatest moments of influencer relationship constructing. For instance, say you might be extraordinarily concerned with working with a creator for a marketing campaign however their charges are too excessive. As a substitute of shutting down the dialog, be open to asking the creator what’s vital and invaluable to them in a partnership.
A few different methods to construct sturdy influencer relationships:
- Create memorable experiences. Extravagant journeys are not essential, however an unique alternative for the influencers to attach together with your model is. Persons are itching to get again in particular person so make the most of this time to create memorable experiences for you creators.
- Let creators communicate authentically about your model. You selected your influencer companions for a cause, so belief them once they talk about your model. A creator extremely values artistic freedom, so allow them to have it!
- Verify-in throughout transitional durations: Sending a fast message for an influencer’s birthday or reaching a sure milestone is a good way to take care of relationships with earlier influencer companions.
Influencer Advertising and marketing Profession Tip #2: Create tailor-made headlines when conveying worth
“It’s simple to get misplaced within the metrics when overseeing a number of markets. You want to have the ability to take a step again and take a look at the large image to grasp what are the three key headlines that my boss or key stakeholders must learn about this.’” – Roberta Cammisa, Head of PR, EMEA, UGG
Should you’re getting caught on the best way to educate your govt crew in regards to the affect of influencer marketing, you aren’t alone. Even Roberta admits that it isn’t simple.
One software that Roberta has developed over her influencer advertising profession is her skill to make a headline that can convey the affect of her influencer advertising efforts to totally different stakeholders within the group.
For instance, should you’re speaking to somebody in finance, spotlight the info out of your program like performance metrics (impressions, engagements, video views, ect.), spend efficiency metrics (price per put up, price per view, price per engagement, ect.) and share of voice like Traackr’s Brand Vitality Score (VIT).
Professional tip: Verify in with different groups in your group to see if there was a spike in gross sales through the marketing campaign or development in social following.
Should you’re chatting with somebody extra in a artistic division, lean into the content material that the influencer created. As influencer advertising turns into a extra built-in area, it’s vital to point out that your crew is creating invaluable content material that would profit different advertising initiatives.
With this framing, you then craft a 1-2 sentence assertion that’s simply digestible.
- Our final marketing campaign obtained X quantity of impressions which is double from our marketing campaign final 12 months.
- Over the previous quarter we’ve run # campaigns and activating # influencers, and we’ve seen a # improve in gross sales with the product we have been highlighting.
- We outcompeted X, Y & Z manufacturers this quarter in VIT indicating that now we have a powerful share of voice out there.
Influencer Advertising and marketing Profession Tip #3: Be versatile and react rapidly
“Usually, there is no such thing as a playbook for tendencies. You simply must be able to react. Both you modify with it otherwise you’ll be neglected.” – Roberta Cammisa, Head of PR, EMEA, UGG
Social media and the creator financial system transfer quick, however as an influencer marketer, you must be sooner. Your secret weapon to being forward of the curve? Observe and take heed to the influencers who’re creating the tendencies.
Now, we’re not saying to observe each pattern that an influencer talks about (as a result of that might be exhausting and probably dangerous to your model!). As a substitute, deal with selecting the tendencies which are related to your model’s values and technique.
Professional Tip: Tendencies are extremely impactful when used proper! Take a look at our article that shares some recommendations on the best way to efficiently incorporate tendencies into your influencer marketing technique.
For instance, Roberta is specializing in how Technology Z and Alpha are beginning to take distance from social media with social detox tendencies and de-influencing. In flip, her crew is prioritizing high quality over amount to not overload their viewers with an excessive amount of content material. This may occasionally embrace specializing in longer types of content material like YouTube movies or podcasts.
A profitable influencer advertising technique plans far sufficient forward however leaves room for flexibility. At UGG, Roberta says that whereas the price range is set firstly of the 12 months, the crew can revisit the deliberate price range each quarter to regulate if wanted. This flexibility permits her crew to remain related by placing {dollars} behind a pattern they assume will assist the model’s picture.
“You’ll by no means get bored working in influencer advertising.” – Roberta Cammisa, Head of PR, EMEA, UGG
