For over 10 years, Roberta Cammisa has labored for magnificence and vogue manufacturers like Ray-Ban, Web-a-Porter and Charlotte Tilbury. Now, she is the Head of PR for the EMA area at UGG, overseeing public relations, influencer advertising and marketing, and product collaboration groups.
We had the pleasure of sitting down with Roberta to be taught extra about her journey in influencer advertising and marketing (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 suggestions for constructing a profitable profession in influencer advertising and marketing.
3 Suggestions for Constructing an Influencer Advertising Profession
Influencer Advertising Profession Tip #1: Make relationship constructing your bread and butter
“True connection comes from having the ability to empathize with the individual you’ve proper in entrance of you. Whether or not it’s the influencer with 2 million followers or their expertise supervisor, you should make them really feel welcomed and comfy, to allow them to convey their genuine self to the desk.” – Roberta Cammisa, Head of PR, EMEA, UGG
As an influencer advertising and marketing professional, you’ll at all times be carrying many hats to make sure the marketing campaign or occasion goes easily however being a relationship builder is commonly precedence #1.
In line with Roberta, empathy and agility are two important abilities for constructing relationships with influencers. Once you convey extra empathy to a relationship, you perceive the wants and needs of the opposite, making you extra agile in fostering the connection.
This may typically come up in influencer advertising and marketing negotiations that are among the many greatest moments of influencer relationship constructing. For instance, say you’re extraordinarily focused on 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 necessary and helpful to them in a partnership.
A few different methods to construct sturdy influencer relationships:
- Create memorable experiences. Extravagant journeys are now not needed, however an unique alternative for the influencers to attach together with your model is. Persons are itching to get again in individual so reap the benefits of this time to create memorable experiences for you creators.
- Let creators converse authentically about your model. You selected your influencer companions for a motive, so belief them after they discuss your model. A creator extremely values artistic freedom, so allow them to have it!
- Test-in throughout transitional intervals: 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 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 know what are the three key headlines that my boss or key stakeholders have to learn about this.’” – Roberta Cammisa, Head of PR, EMEA, UGG
In the event you’re getting caught on easy methods to educate your govt workforce in regards to the influence of influencer advertising and marketing, you aren’t alone. Even Roberta admits that it isn’t simple.
One instrument that Roberta has developed over her influencer advertising and marketing profession is her capacity to make a headline that may convey the influence of her influencer advertising and marketing efforts to totally different stakeholders within the group.
For instance, in the event you’re speaking to somebody in finance, spotlight the info out of your program like efficiency metrics (impressions, engagements, video views, ect.), spend effectivity metrics (value per publish, value per view, value per engagement, ect.) and share of voice like Traackr’s Model Vitality Rating (VIT).
Professional tip: Test in with different groups in your group to see if there was a spike in gross sales throughout the marketing campaign or progress in social following.
In the event you’re talking to somebody extra in a artistic division, lean into the content material that the influencer created. As influencer advertising and marketing turns into a extra built-in area, it’s important to indicate that your workforce is creating helpful content material that might profit different advertising and marketing 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 # enhance in gross sales with the product we had been highlighting.
- We outcompeted X, Y & Z manufacturers this quarter in VIT indicating that we’ve got a robust share of voice available in the market.
Influencer Advertising Profession Tip #3: Be versatile and react rapidly
“Typically, there isn’t any playbook for tendencies. You simply should be able to react. Both you alter with it otherwise you’ll be unnoticed.” – Roberta Cammisa, Head of PR, EMEA, UGG
Social media and the creator financial system transfer quick, however as an influencer marketer, you must be quicker. Your secret weapon to being forward of the curve? Comply with and take heed to the influencers who’re creating the tendencies.
Now, we’re not saying to comply with each development that an influencer talks about (as a result of that may be exhausting and probably dangerous to your model!). As a substitute, give attention to selecting the tendencies which are related to your model’s values and technique.
Professional Tip: Traits are extremely impactful when used proper! Try our article that shares some tips about easy methods to efficiently incorporate tendencies into your influencer advertising and 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 workforce is prioritizing high quality over amount to not overload their viewers with an excessive amount of content material. This will embrace specializing in longer types of content material like YouTube movies or podcasts.
A profitable influencer advertising and marketing technique plans far sufficient forward however leaves room for flexibility. At UGG, Roberta says that whereas the price range is determined firstly of the 12 months, the workforce can revisit the deliberate price range each quarter to regulate if wanted. This flexibility permits her workforce to remain related by placing {dollars} behind a development they suppose will assist the model’s picture.
“You’ll by no means get bored working in influencer advertising and marketing.” – Roberta Cammisa, Head of PR, EMEA, UGG
