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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When I need someone to handle PR for one of my clients, I turn to BoardroomPR. These guys always deliver and never disappoint. Simply put, they get the job done.

- Alicia Laszewski

CMO, C3/Customer Contact Channels

They spent countless hours to develop a fabulous website supported by high profile social media, SEO and PR campaigns, video production and special event support, helping us generate new admissions. They always come through for us!

- Alice Hendrickson

Director of Admissions/Financial Aid, St. Marks Episcopal

When City National Bank was looking for public relations counsel, we wanted to find a firm that took the time to get to know us and what makes us unique. BoardroomPR is that partner– they understand our industry, know the communities we serve and have delivered quality results.

- Eddie Dominguez

Sr. Vice President, City National Bank

BoardroomPR has done a tremendous job creating and building a brand for our upscale real estate developments. There’s no one better at delivering national and international press – and creating and executing themed events that draw top luxury brokers and targeted buyers to our projects.

- Neil Fairman

President, The Plaza Group

I was the first employee hired at Boardroom in 1990 and I’ve since watched the company grow with the same integrity, dedication and ROI. Boardroom is top of my list when referring a client to a PR agency.

- Lisa Buyer

Author of Social PR Secrets

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.

- Craig Garcia

President of Capital Partner Mortgage

Boardroom communications generated tremendous news coverage for us nationally in newspapers, magazines and on television. They are a dedicated team of professionals who do whatever it takes to get the results we needed.

- Arnie Simon

Vice President, Wolfgang Puck Professional Cookware

I am not sure where our non-profit would be without BoardroomPR, but I do know that with their great public relations services and guidance we are able to raise several million dollars in private funding every year! No South Florida charity or corporation should be without them!

- Sarah Franco

Executive Director JAFCO

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.

- Gary Schweikhart

Co-Founder, Goldcoast PR Council

BoardroomPR worked as our strategic marketing department to transform our social media, get us in the news and launch a  influencer campaign that has grown audience and engagement. The team was always on top of the game, coming up with creative ideas to promote PoolCandy and get us results, getting featured on multiple Top 10 lists.

- Shane Samole

President, PoolCandy

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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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