Michele Ringelberg
Tune in to the next episode of Marketing That POPs as Michele Ringelberg and Olivia Johnson of ThrivePOP sit down to discuss the dos and don’ts of influencer marketing. Together, they share how to engage influencers effectively, case studies of high-performing influencer campaigns, and the types of influencers you can employ.
Michele Ringelberg is the Owner and CEO of ThrivePOP, a digital marketing agency specializing in the cannabis, technology, and manufacturing industries. As a certified Hubspot Gold Partner, a Google Ad Certified Partner, and a WBENC-Certified woman business owner, she helps B2B and B2C businesses scale by implementing marketing tactics that generate leads and traffic. Michele also volunteers for the National Cannabis Industry Association’s (NCIA) Marketing & Advertising Committee, where she educates business owners about marketing in the cannabis industry.
Olivia Johnson is the Director of Marketing and Content Strategy at ThrivePOP. She began as a Digital Traffic Manager and has been with the company for five years. Before ThrivePOP, Olivia was a Project Coordinator at 40 VISUALS, where she managed new business development and project timelines.
Here’s a glimpse of what you’ll learn:
- [1:25] Olivia Johnson and Michele Ringelberg dispel common myths about financial gains from influencer marketing
- [3:06] What types of influencers can brands use in their marketing efforts?
- [6:56] How to identify influencers who align with your brand
- [10:03] Tips for crafting outreach messages to potential influencers
- [15:50] Developing creative campaigns and building relationships with your influencers
- [24:23] Creative compensation strategies for engaging influencers in your marketing
- [31:27] The importance of tracking and measuring influencer campaign success
- [35:16] Real-world examples of successful influencer campaigns
In this episode…
Influencer marketing is all the rage as brands capitalize on the latest methods for gaining awareness and promoting their products. However, you can’t partner with a well-known influencer like Kim Kardashian and expect million-dollar results. The influencers you leverage must align with your brand strategy, or you may risk losing credibility. What are some best practices for collaborating with influencers?
Before embarking on your influencer journey, marketing masters Michele Ringelberg and Olivia Johnson note that you have to establish a goal for this marketing strategy. Whether you’re looking to boost brand awareness, increase social engagement, or expand your products’ reach, the influencers you select must align with your goal. Once you’ve identified ideal influencers, you can reach out through social media or email with custom, authentic messages that resonate with them. Olivia and Michele maintain that influencer relationships should be mutually beneficial with fair compensation, which may include negotiating contracts and offering free products. You’ll also want to ensure that your campaigns are performing well so you can use tracking tools to measure campaign success.
Tune in to the next episode of Marketing That POPs as Michele Ringelberg and Olivia Johnson of ThrivePOP sit down to discuss the dos and don’ts of influencer marketing. Together, they share how to engage influencers effectively, case studies of high-performing influencer campaigns, and the types of influencers you can employ.
Resources mentioned in this episode:
Quotable Moments:
- "I think there's no guarantee. I think it's obviously gonna help get your brand out there, but I don't think it's going to get you a million dollars for sure."
- "Nano influencers are really on the rise because they have that more genuine connection with their audiences."
- "You want to make sure that you're working with an influencer that makes sense for your brand."
- "The more that you can customize your communication with influencers, the better and more genuine the collaboration."
- "You have to track. You can't see where you're going. You can't see if what you're doing is working without tracking."
Action Steps:
- Start with identifying influencers who align with your brand message and target demographics: Ensuring this fit is crucial to both parties’ credibility. Identifying aligned influencers ensures that the brand message resonates authentically with the influencer's audience, creating more genuine and effective promotions.
- Develop a clear outreach strategy that includes personalized communication and proposes mutual benefits for potential influencer collaborations: Personalized communication fosters a stronger relationship, and mutual benefits are key to long-lasting and successful partnerships with influencers.
- Be strategic about compensation offers for influencers, considering both monetary and non-monetary incentives: Offering creative compensation strategies ensures influencers feel valued, enhancing their motivation to effectively promote your brand.
- Set explicit expectations and create a contract for influencer collaborations to protect both parties' interests and investments: Contracts clarify terms and protect the interests of both the influencer and the brand, providing a clear framework for collaboration.
- Implement advanced tracking measures, such as UTM links and promo codes, to effectively measure the success of influencer marketing campaigns: Tracking allows for precise measurement of ROI and helps assess the effectiveness of influencer campaigns, informing future marketing strategies.
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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