Mastering the Art of Influencer Collaboration

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.

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.