• Daniel Trösch

How To Use Influencer Marketing Across Multiple Marketing Channels

Updated: Feb 25

Guest blog from Sally Rogers, founder, and CEO of Y Combinator backed Parsnip


For brands, influencer marketing continues to be an oft-discussed, oft-ruminated, oft-revisited topic.


In our work with brands on Parsnip, a brand partnership platform, we have heard quite the range of opinions about whether influencer marketing really has the ROI that brands seek, especially when they’re in the nascent stage of building their business.


Furthermore, brands get stuck on what to do with an influencer beyond sending product and (fingers crossed) hope that they post about it.


OR they spend a ton of money on one post and 🤷.


But with the right influencer x brand relationship in place (hint: align on values), influencer marketing can seamlessly be used across all your marketing channels to increase exposure and drive sales.


While there are dozens of marketing channels you might be considering, we’ve got you covered with Instagram, Facebook, event marketing, and email marketing. Read on to learn how to use influencer marketing across multiple marketing channels.


How to use Influencer Marketing on Instagram


If your target audience as a brand is on Instagram, be sure to align with an influencer that also has an Instagram presence.


Ask them for their engagement rates over time, regardless of their number of followers. From there, there are a variety of content-based collaborations to use as part of your influencer marketing effort:


Giveaways:

  • if the influencer offers a product/service as well: both brand and influencer should publish;

  • leverage a variety of photos and copy to keep it fresh;

  • repost in stories


Featured stories:

  • typically published on the influencer’s Insta page, but you can repost


Featured post:

  • typically published on the influencer’s Insta page, but you can repost;

  • may involve exchange of fees


Recipe:

  • photos;

  • if the influencer is in the food/bev space: both brand and influencer should publish;

  • leverage a variety of photos and copy to keep it fresh;

  • repost in stories


Pro tip: When showcasing an influencer in your Instagram stories/feed be sure that they (and you!) consistently articulate the WHY you are working together. Your audience wants to know that you haven’t ‘sold out’ and instead you’re aligning with influencers based on what’s important to you as a brand!

@kalejunkie published a featured post indicating why she recommends Bob’s Red Mill products.


How to use Influencer Marketing on Facebook


Just as it was important with Instagram, if your target audience as a brand is on Facebook, be sure to align with an influencer that also has a Facebook presence (and their target audience is on that platform).


What’s important with Facebook is to leverage the influencer to not only post and share content, but to also actively engage with your audience.


Presumably, they’re already very engaged if Facebook is a primary channel for them, so they should totally get how important it is that they connect with your audience (and theirs!) after they’ve shared any content they’ve created with/for you.


Facebook is also great for the Instagram content types listed above, but in addition to those, use Facebook as a channel to share:


  1. Collaborative blog posts (linked elsewhere) with accompanying photos

  2. Actual recipes (typically linked elsewhere) with accompanying photos

  3. Articles (linked elsewhere) that highlight why the influencer is into your brand

  4. Quotes/testimonials with relevant photos

  5. Direct links to purchase, with photos of the product/influencer using the product

  6. Ads! Boost any of the above items by turning them into an ad aimed at your target audience, showing relevancy with your influencer/their content on your Facebook page


Pro tip: We strongly encourage brands to post a trio of details when sharing on Facebook. Most important is the visual component. After that, be sure to include a strong copy (that typically includes a reference to why the influencer x brand match works) and a link to purchase or to more detail (the blog, the recipe, etc.).

@Away posted a quote + direct link to shop + link to the influencer’s Instagram in this post: the optimal trio!


How to use Influencers in Event Marketing


With events, you’ve got an amazing opportunity to connect the IRL influencer with your audience and show through your event exactly why you’ve aligned with them!


There are a few ways this can happen:


  1. Meet & greet (giving your audience a chance to ask any questions, take photos, and get to know the authenticity of you and your influencer(s)). Can be leveraged in your digital channels during/after.

  2. Panel event (gives you a chance to illuminate the why behind your work together, direct the conversation, and also allow your audience to ask questions). Any audience posts can be leveraged in your digital channels during/after.

  3. Book signing (show your support of your influencer if they’ve released a book/cookbook, and host a book signing for them; allows your audience to interact with them). Any audience posts can be leveraged in your digital channels during/after.

  4. Activity-based (fun for the audience; still enables engagement with the influencer). Any audience posts can be leveraged in your digital channels during/after.


Pro tip: Don’t use an event to introduce an influencer relationship. Queue up your influencer marketing efforts in a digital channel via some of the other techniques in this article, so when you’re ready to connect your audience to the influencer with an event, it feels authentic.

Cocokind and @shutthekaleup created a co-branded product and then also brought their relationship to life with this event, years after @shutthekaleup had been touting the brands’ products.


How to use influencers in Email Marketing


Brands have quite a few options when using influencer marketing in their email marketing efforts.


In addition to potentially being featured in the influencer’s newsletter, brands can feature any content that was created or link directly to that content.


Consider linking to blogs, recipes, Instagram photos, events, or even directly including photos or quotes from the influencers.


Pro tip: Don’t forget to mention the influencer in the email! This will build credibility with your audience (about the content) and underscore that you believe in the work you’re doing together.

Ma Wovens went deep on influencer marketing in their newsletter: they interviewed a relevant holistic business coach, quoted her, included photos of her, AND encouraged their audience to continue the conversation on Instagram.


Have fun getting creative when you work with influencers!


Many of the ideas in this article can be used to drive influencer marketing efforts across multiple marketing channels, beyond Instagram, Facebook, event marketing, and email marketing.


Keep in mind that while many of the techniques above may also involve fees, depending on the influencer, the brand should always lead with why you’re working with that influencer. Don’t ever let your audience wonder!


If you’ve got a good influencer marketing strategy and you’re leveraging your influencer across multiple channels, we’d love to hear from you! Send us a note to share your creative work or ask any questions about Parsnip!




Sally Rogers is the founder and CEO of Y Combinator backed Parsnip, a brand partnership platform that enables brands to connect with other brands, influencers, agencies, and events. Sally is passionate about supporting better-for-you brands and enabling more mindful, conscious consumer behavior through her work.



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