Michele Ringelberg
In today’s episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson host PR and influencer marketer Katie Stoller to discuss creating lucrative influencer campaigns. Katie shares why organic reach is declining, influencer pricing strategies, and how to create viral content.
Katie Stoller is a PR marketer and communications professional who helps brands create high-performing influencer marketing campaigns. With experience leading influencer marketing at top PR agencies like Fiat Growth, Golin, and Ketchum, she has worked with high-profile brands like Mulberry, Allstate, Wendy’s, and General Mills. Katie created the Influencer Insider Guide as a resource for marketing professionals.
Here’s a glimpse of what you’ll learn:
- [1:07] Katie Stoller shares her early career in fashion PR and her transition to influencer marketing
- [4:44] Why influencer marketing isn’t just sending free products to people on social media
- [6:50] How Katie’s initial interest in celebrity PR shaped her influencer marketing career
- [13:53] Katie’s approach to developing integrated influencer strategies
- [16:58] Identifying ideal influencers using tools and industry relationships
- [19:54] Why paid promotions outperform organic social media reach
- [24:50] Influencer pricing structures and the role of micro-influencers in campaigns
- [27:27] Analysis of creative campaigns, Duolingo’s TikTok strategy, and tips for creating viral content
- [32:13] How Katie launched her Influencer Insider Guide to fill gaps in brand-side influencer education
- [35:37] Emerging opportunities in B2B influencer marketing
In this episode…
Many brands underestimate the potential of influencer marketing, often viewing it as an arbitrary tactic involving free product giveaways or high-priced celebrity endorsements. With algorithms constantly evolving and organic reach in decline, how can marketers build authentic, scalable campaigns that drive results?
Influencer marketing campaigns should blend creativity with performance. PR and influencer marketing expert Katie Stoller recommends leveraging SaaS tools to filter creators by demographics and engagement metrics, while leaning on trusted relationships to identify high-performing talent. Brands can align with existing fans, invest in paid promotions for visibility, and utilize B2B influencer campaigns to remain relevant and strategic.
In today’s episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson host PR and influencer marketer Katie Stoller to discuss creating lucrative influencer campaigns. Katie shares why organic reach is declining, influencer pricing strategies, and how to create viral content.
Resources mentioned in this episode:
- Michele Ringelberg on LinkedIn
- Olivia Johnson on LinkedIn
- ThrivePOP
- Katie Stoller: Website | LinkedIn
- Influencer Insider Guide
- Be There in Five podcast
Quotable Moments:
- “The whole benefit of influencer marketing is just finding your people.”
- “Organic is in the toilet… it's really hard to put up good content and get reach.”
- “Influencer marketing is scalable. It’s everything from free to working with Kim Kardashian and paying her.”
- “Freelance life is amazing. It's completely changed my life, like it's the best thing I've ever done.”
- “Follower count does matter… it's a nice way to understand the history of that account.”
Action Steps:
- Identify brand fans before launching a campaign: Partnering with creators who already love your product builds authenticity and trust with audiences. These influencers often deliver higher engagement and require less onboarding.
- Invest in paid amplification for influencer content: Organic reach is no longer reliable, so boosting posts ensures your content reaches its intended audience. Paid support maximizes ROI and campaign visibility.
- Use influencer discovery tools strategically: SaaS platforms can filter creators by audience, engagement, and location to find optimal brand fits. This saves time and increases campaign effectiveness.
- Blend creativity with data when selecting influencers: Combining qualitative intuition with quantitative metrics leads to smarter partnerships and better-performing content. Both sides of the equation are essential.
- Explore B2B influencer opportunities on LinkedIn: Decision-makers are active on LinkedIn, making it a powerful yet underutilized space for professional influencer campaigns. Building authority here can drive high-value business results.
Sponsor for this episode...
This episode is brought to you by ThrivePOP, the #1 cannabis marketing agency for B2B and B2C companies.
We are a women-led team of strategists, graphic designers, social media specialists, and web developers who work with dispensaries and cannabis service businesses to implement marketing strategies in a regulated industry.
ThrivePOP creates unique marketing campaigns to inspire, create, and grow cannabis-focused businesses.
To learn more, visit https://thrivepop.com/ or book a meeting with a dedicated marketing strategist at https://thrivepop.com/contact-us.
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