If you’re considering PR & Influencer Marketing, you’re probably wondering if you have to sign a long term contract with an agency, how much you need to spend, and how to get the most ROI. Well, you’re not alone. We’re answering these top 3 FAQs we receive below to help you understand more about the wild, wild world of Public Relations & Influencer Marketing!
Do I have to bring on a PR agency for a long term contract? PR is often a marathon, not a sprint. It takes time to develop relationships with media and influencers on behalf of a new client, and most press coverage is not immediate.
With influencer marketing, you can see an immediate return on investment from a strategic campaign, but it also takes time to refine who the best partners are for your brand and uncover brand advocates. Consistency is also key to break through the noise on social. With all that said, for a full scope including both PR and Influencer Marketing, we recommend working with a PR agency for a minimum of 6 to 9 months. If you are an emerging brand and looking for short term project support, check out our 3 month Packages.
How much do I need to spend to see a return on investment? How much you spend doesn’t necessarily equal how much you will see in return. With PR especially, you could see more or less; it all depends on the right strategy and approach for your brand.
For example, if this is the first time your brand is investing in PR and you are going all in on a launch, plus you have a compelling story to tell, we are going to recommend you go big – with a robust PR and Influencer Marketing approach. If you are an existing brand coming out with a line extension and need to make sure consumers are trying and purchasing, we will most likely recommend you invest more in influencer marketing.
The amount you will need to spend then depends on the number and scale of tactics and the time needed to do the job. Per question #1, that’s at least 6-9 months.
We tried working with a few influencers, and were not really sold on the results – why should we invest more?
Effective influencer marketing is at the intersection of data, relationships and strategy. First, you need to make sure you are working with the right influencers, those whose demographics match your target audience, whose sponsored content earns high engagement and whose aesthetic and values reflect your brand. This can be determined through time and manually searching and building relationships with different partners. Or, there are tools you can invest in to quickly pull metrics to help you evaluate. SPPR uses Klear.
Secondly, it is important to have a strategy to maximize content and your investment. A campaign style format where all influencers are posting around a similar topic around the same time, can really help make a splash on social and create buzz and awareness, while also generating new followers.
In short, one off partnerships can sometimes be effective, but to see meaningful results, you need to invest more in finding the right partners and having a strategic consistent approach.