Social media has changed the way companies market their brands, as reliance on social media influencers continues to grow. The dynamic has opened the doors to PR professionals who step in as middlemen to promote their brand’s values and visions.

The relationship works if the public relations pro picks an influencer whose followers comprise the right target audience. A good matchup can increase brand exposure, build authority and connect with new audiences.

Here is how it works: a brand forms a partnership with an influencer who agrees to share the brand’s message or content with his or her followers. The influencer is selected based on their influence on the brand’s target audience or industry.

Recent studies show this sort of relationship works because consumers prefer learning about a product through customer reviews or articles instead of paid advertisements. Public relations fits into the picture as a facilitator who smooths the relationship and highlights the virtues of the company’s brand.

These days it is no longer enough for strategic communications professionals to issue press releases and thought leadership pieces. Establishing relationships with influencers is one of the best ways get a brand endorsement in front of millions of new customers and establish credibility.

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When influencers give the nod to a service or product, their endorsement lends credibility to the product, increasing its appeal. It is all about storytelling and getting exposure to people who are likely to be interested in your brand.

Here’s an example: Pantene partnered with actress Jada Pinkett Smith. The relationship gave them access to her 1.23 million Twitter followers. When Smith shared information about Pantene on social media, she was giving an endorsement to Pantene, thereby upping the brand’s credibility.

Here are a few interesting facts:

  • Influencer marketing is expected to be worth $13.8 billion in 2021
  • A survey by Influencer Marketing Hub showed that 59 percent of brands have a standalone budget for content marking and 75 percent of those intend to dedicate a budget to influencer marketing
  • Sixty-seven percent of brands use Instagram for influencer marketing
  • Sixty-three percent of marketers intend to increase their influencer marketing budget in the next year

Red Banyan’s existing relationships with the media are the result of years of source-building and provide Red Banyan with an edge when it comes to getting you noticed. 

Our media relations consultants conduct research to find out what subject’s writers are covering and contact relevant influencers to get you news coverage. Earned media, or organic news coverage is the most challenging to achieve but provides your organization with third-party credibility and reaches a broader audience that might not otherwise know how they could benefit from your story, product or service. 

Too frequently media relations professionals rely solely on owned media (blogging) and advertising because they don’t have the skills or know-how to get their clients noticed by news outlets.

We know how to stir interest when you have a head-turning message that needs and deserves publicity.

Our PR services can help you tailor your organization’s public message, so you get the results you are seeking, and your news item gets the coverage you are seeking. Our PR firm for media coverage will make sure your story is credible and authoritative, is informative and is also from a credible source. 

Red Banyan’s social media team will monitor multiple social media platforms on your behalf to determine how your brand is being discussed online, and if there is a need to further manage your online reputation.

Being online immediately increases your brand’s visibility. Social media can also be used to humanize your brand. By showing potential customers how your brand helps, or works in the world, you create connections with people that would otherwise be missed. 

You create reasons why they should care. It’s also a fact that social posts that are interesting or engaging will keep your organization’s mission front and center. People think about things that cross their paths. 

Did you know that social media and influencer marketing is also a great way to engage interest? By asking questions, or encouraging people to respond, you can draw them into a conversation that may have them coming back.

Red Banyan’s team of PR experts can analyze social media audiences, and monitor, measure and keep track of social media engagement and ROI.

We do this by analyzing the performance of your social media through an audit, deciding which social media platforms are the most appropriate and then reviewing your target market.

Why conduct a social media audit? It gives you a base to start from. An audit will let you know where you are wasting resources, show which social media platforms are yielding the best results, and show the impact of your existing social media posts. 

Analytics also show interesting things like which social media post performed the best, where your social media traffic is coming from, what are the demographics of your followers and how many times you have posted. This information is valuable because it provides details about the audience you are reaching and offers insight into what you may need to do to branch out. 

Need the advice of a PR professional? Red Banyan’s team of media savvy experts can guide you in the right direction. Our public relations pros will also make sure your organization is using the right platform to reach the right group so you can achieve the best results possible. Red Banyan will put you on the right track.