The word “influencer” is a buzz word garnering a lot of attention behind the scenes in business meetings — and for good reason. Influencers have loyal followings, usually in a niche market. They offer information and tips to their audiences, which usually includes products and services. Why should your business use influencers? Short answer: Because they work.

Influencer marketing comes with its fair share of challenges for companies unfamiliar with the market. How do you find the right influencer for your brand? Right now, the market is saturated with individuals who call themselves influencers. Here are a few things that you should look for to make sure you are getting the most out of BoardroomPR’s influencer marketing services.

Influencer Relevance

Choosing the best influencer for your company is just as important as choosing the best influencer marketing agency. Before reaching out to an influencer, review their website and social media pages to see if they are a good fit. Does their content appear to be a match for your brand? You want to see if there is fluidity with the items they promote. If they appear to promote a number of different, seemingly unrelated items, then that might not be the best influencer for your company. When you look at their page, you want the items you see to make sense in relation to who the person is. To achieve the best influencer marketing strategy possible, you want to work with influencers that reflect the same values that you are promoting through your own unique brand.

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Many thanks to the more than 60 PR professionals who attended yesterday’s Goldcoast PR Council meeting on AI Tips for PR – and special thanks to the presenters from Boardroom PR: Daniel Benjamin, Mara Gordon and Ashley Kearns.

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Co-Founder, Goldcoast PR Council

Hiring BoardroomPR for our PR and Marketing has been one of the best decisions our company has made. We have grown as a team, as a company and in the process added Boardroom’s team as part of the Tobin family.

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Tobin, Inc./Tobin Real Estate

Boardroom promised us results and they delivered. The Wall Street Journal’s front page, Forbes, CNN, and NBC  are just a few examples. Boardroom’s media experts spoiled us.  They also helped us successfully launch Equilibrix, our email marketing company.

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President, SelectJOBS.com and Equilibrix

My experience with BoardroomPR has been excellent. They are engaged and connected locally and nationally and very consistent about finding opportunities with impact. They have been a fantastic resource even when it comes to technical challenges with some media platforms, which was really above and beyond the scope of our engagement. They are really an invaluable resource. I highly recommend.

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President of Capital Partner Mortgage

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President and CEO, e-Builder

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- Aaron Fisk

Keyes Company

I have been a client of BoardroomPR for over 20 years. They are the best public relations firm in Florida. They are professional, insightful, intelligent, and have the ability and connections to regularly promote me and my sports and entertainment practice locally, nationally and internationally. Most recently, they were instrumental in having three incredible articles written about me, my sports practice and my attendance at the 2024 Summer Olympics in Paris, where I represented two multiple gold medal and world record holders, U.S. swimmers Caeleb Dressel and Bobby Finke. I couldn’t be more pleased with BoardroomPR and all of their staff. I highly recommend them!

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Partner at Weiss Serota Helfman Cole + Bierman

BoardroomPR did an excellent job of getting our name out into the community. I was very pleased with their services and highly recommend them.

- David Schulman

General Agent, DBS Financial / Mass Mutual

We turned to BoardroomPR to help us drive awareness and branding throughout South and Central Florida and the Gulf Coast. Working with them is easy. They know their craft and ask the right questions to develop story lines that generated exposure throughout Florida and the industry.

- Mark Holmes

Marketing Director, EASTERN FINANCIAL CREDIT UNION

When we looked to partner with a public relations firm more than 15 years ago, we chose BoardroomPR because they understood our business and vision. Their strategic and thoughtful approach to our PR campaign has helped us build our brand, locally and nationally.

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Influencer Authenticity

Does the influencer appear to be authentic and credible? Do they talk about all organic meals in one post and then hype on a good sugar-laden soft drink a week later? If it looks as though they will promote any company that pays them, then it is very likely this person is not a good fit.

See whether they have any Facebook videos or recent Insta-stories. Read their captions under pictures and on other social media posts. You want someone who is comfortable in front of the camera and speaks to the audience like an old friend in posts, not a person who seems stiff and rehearsed because consumers can see right through that. Our expert public relations team knows how to match our influencer marketing clients with authentic influencers who can accurately communicate our client’s message.

Influencer Engagement

The number of followers they have is important, but it isn’t EVERYTHING. There are plenty of places to buy fake followers, so look beyond the numbers. Do they have a lot of “likes” and “comments” on posts? Do they engage with their audience and respond to questions?

When it comes to influencers, look for quality over quantity. Anyone can have a million followers, but do they have a loyal following? Does it appear that people trust them? A little detective work can go a long way.

Word of mouth is one of the oldest forms of PR out there and might be considered among the most effective marketing tools your business can have. Think back to the last time you were looking for a specific product or service. There is a very good chance you asked people you trust for recommendations. Maybe you went to a website you frequent for reviews and comments. According to Nielson, 92% of people trust recommendations from friends and family over any other type of advertising.

Many studies have found that people trust recommendations from influencers more than they trust traditional advertising. It doesn’t always work with today’s savvy buyer. In today’s digital world, people head directly to social media to find the scoop on what they’re looking for. That’s where influencers come in.

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