Buckle up and get ready for the latest episode of the LSB Marketing Toddcast hosted by Todd LaBeau! Our guest this time is Amy Rohn, SVP and Director of Public Relations here at LSB. She and Todd will dig into the best—and worst—of influencer marketing.

What you’ll find in the episode

Influencer Marketing—The BasicsInfluencer marketing isn't new. People who work in PR have been borrowing equity from influencers and celebrities since the dawn of PR. All you’re doing is borrowing the equity, popularity and influence of someone to get your message out.

Why Does Influencer Marketing Matter?When you’re trying to influence a certain target audience, it’s not always best for that message to come from a marketer. Maybe your audience will consider a product endorsed by their favorite athlete. Influencer marketing is part of a modern campaign, but it doesn’t stand alone.

The Range of Influencer MarketingInfluencer marketing can run the gamut from huge, expensive campaigns, to smaller, more affordable activities. At the top are celebrity influencer campaigns. On a smaller scale, an influencer campaign could be a collaboration with a blogger who has the right audience for your brand. The fact is, the topic and audience matters a great deal. The most important question is this: Are you reaching the right people?

Paid Influencers vs. Non-Paid InfluencersWhile paid is increasingly the name of the game, even for bloggers, not every single influencer expects a check in order to work with your brand. Some work in exchange for product or promotion from your brand—they may simply want to be associated with your brand.

Amplification is KeyThe amplification component of a campaign is critical to success, and that’s why marketers must include amplification into budgets. The influencer will create content and then amplify that content on their own social channels. But there’s also a critical next step that marketers sometimes miss: The brand must also support that content through their own social and paid channels.

What are the Ways to do Influencer Campaigns Wrong?The number one way to do influencer campaigns wrong is gratuitous use of celebrities. If they don’t fit your brand, it’s clear, and they won’t care.

So, what about measurement?Like any marketing initiative, you have to start with setting strong objectives and goals, and understanding where the influencer campaign fits in with your big picture marketing plan. But because influencer marketing is digital, there’s opportunity for real-time correction. Constant measurement is key.

On Not Controlling the MessageTraditionally, marketers want to control the whole message. That doesn’t work with influencer marketing. You want an influencer who will work with you and understand your goals, but put their own spin on the content. If they just parrot what you say, their following may not be as authentically engaged.

Be Prepared for AnythingIt’s also a good idea to prepare for a variety of outcomes. Think through what could happen, and be sure you’re ready for the most likely—or even less likely—ways your campaign could pan out.

What if it goes big like the ice bucket challenge? Are we prepared to parlay big success into even more?At LSB, we did a video about a man in Alabama who runs a nonprofit mowing the lawns of single mothers, disabled people and elderly folks. He had his own social presence, he started promoting the video, then earned media picked it up, free media picked it up … and 83 million impressions later, it was more than clear we had a hit on our hands. We were ready to capitalize, but that’s not always the case. Many companies don’t plan well, then a campaign catches them flat-footed.