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 prime three suggestions for constructing a profitable profession in influencer advertising and marketing.
3 Ideas 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 will have proper in entrance of you. Whether or not it’s the influencer with 2 million followers or their expertise supervisor, it’s essential make them really feel welcomed and comfy, to allow them to carry 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 sporting many hats to make sure the marketing campaign or occasion goes easily however being a relationship builder is usually precedence #1.
In line with Roberta, empathy and agility are two crucial abilities for constructing relationships with influencers. While you carry extra empathy to a relationship, you perceive the wants and needs of the opposite, making you extra agile in fostering the connection.
This may usually come up in influencer advertising and marketing negotiations that are among the many largest moments of influencer relationship constructing. For instance, say you’re extraordinarily eager about 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 precious to them in a partnership.
A few different methods to construct sturdy influencer relationships:
- Create memorable experiences. Extravagant journeys are now not crucial, however an unique alternative for the influencers to attach together with your model is. Individuals are itching to get again in individual so benefit from this time to create memorable experiences for you creators.
- Let creators converse authentically about your model. You selected your influencer companions for a cause, so belief them after they talk about your model. A creator extremely values inventive freedom, so allow them to have it!
- Test-in throughout transitional durations: Sending a fast message for an influencer’s birthday or reaching a sure milestone is an effective 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 have a look at the large image to grasp what are the three key headlines that my boss or key stakeholders have to learn about this.’” – Roberta Cammisa, Head of PR, EMEA, UGG
Should you’re getting caught on how one can educate your govt crew concerning the impression of influencer advertising and marketing, you aren’t alone. Even Roberta admits that it isn’t simple.
One device that Roberta has developed over her influencer advertising and marketing profession is her skill to make a headline that can convey the impression of her influencer advertising and marketing efforts to completely different stakeholders within the group.
For instance, should 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 submit, 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 through the marketing campaign or progress in social following.
Should you’re talking to somebody extra in a inventive division, lean into the content material that the influencer created. As influencer advertising and marketing turns into a extra built-in area, it’s crucial to indicate that your crew is creating precious content material that would 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 out there.
Influencer Advertising Profession Tip #3: Be versatile and react shortly
“Typically, there isn’t any playbook for traits. You simply have to be able to react. Both you alter with it otherwise you’ll be overlooked.” – Roberta Cammisa, Head of PR, EMEA, UGG
Social media and the creator economic system transfer quick, however as an influencer marketer, you must be quicker. Your secret weapon to being forward of the curve? Observe and hearken to the influencers who’re creating the traits.
Now, we’re not saying to observe each development that an influencer talks about (as a result of that might be exhausting and doubtlessly dangerous to your model!). As a substitute, deal with selecting the traits which can be 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 how one can efficiently incorporate traits into your influencer advertising and marketing technique.
For instance, Roberta is specializing in how Era Z and Alpha are beginning to take distance from social media with social detox traits 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 will likely embody 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 finances is set at first of the 12 months, the crew can revisit the deliberate finances each quarter to regulate if wanted. This flexibility permits her crew 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
