What is Influencer Marketing: Create a Winning Strategy

A decade ago, the influencer marketing arena was limited only to celebrities and a few dedicated bloggers. Now, social media influencers have risen and saturated the market.

And while their followings may vary in size, these influencers pack a punch. Their tight-knit communities foster authentic connections, leading to higher trust and engagement.

That said, working with digital creators and influencers is a refined process for brands to navigate. And we’re here with a guide to making sense of it all.

Read on for our tips on creating an effective influencer marketing strategy, mistakes to avoid and more.

Table of Contents

What is influencer marketing?

At a fundamental level, influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers — individuals who have a dedicated social following and are viewed as experts within their niche.

Influencer marketing works because of the high amount of trust that social influencers have built up with their following. And recommendations from them serve as a form of social proof to your brand’s potential customers.

Types of influencers: Range and reach

Partnering with an influencer with millions of followers might sound like a dream come true — but it might not be the best fit for your brand.

Some social media influencers have large, broad audiences spanning across several demographics. Others boast smaller but more targeted and engaged communities.

Knowing what each type of influencer can offer you in terms of reach, range, cost and engagement is key to choosing the right ones for your brand.

Let’s take a deeper look at the various types of influencers out there:

Illustration with four boxes naming the four types of social media influencers and their following sizes.

Mega or celebrity influencers

These influencers have a massive following of over 1 million, and often include famous actors, musicians, athletes and other public figures. Their celebrity status allows them

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Sentinel enlists 2 seasoned pros to accelerate marketing and advertising strategy

AURORA | Amid restructuring, Sentinel Colorado has recruited two expert newspaper and media advertising and marketing veterans for the growing team.

Advertising Director Ron Thayer and Senior Advertising Executive Phoebe Grace Rozelle joined Aurora’s premier news media last week.

“We are fortunate to bring on new team members who are not only highly skilled and committed to building businesses in the community, they’re both deeply passionate about the trusted-news mission of the Sentinel,” said Sentinel Publisher and Editor Dave Perry.

The Sentinel last year began the transformation to begin a non-for-profit corporation, turning the 113 year-old newspaper and digital media company over to the community through an innovative business model.

Advertising Director Ron Thayer comes to the Sentinel after a 13-year career in the Navy

Sentinel Director of Advertising Ron Thayer

and as a sales executive and director for a host of newspapers in Washington, Oregon, California and Pennsylvania.

He was a successful manager for both the Lee newspaper chain and Media News Group.

“Each stop has offered me the opportunity to learn something new and to help countless advertisers grow their businesses,” Thayer said, “all while advancing my own career in newspaper sales and sales management.”

Thayer said he’s excited to join the evolving mission of the Sentinel to empower local businesses and communities through a growing variety of strong channels and media.

Rozelle has more than 20 years of experience in statewide business journals, daily newspapers and alternative publications, as well as marketing and advertising agencies in Pennsylvania, Wyoming and Colorado.

Senior Advertising Executive Phoebe Graze Rozelle

She has a passion for working with large and small businesses to create and execute comprehensive marketing plans to help meet clients’ revenue and awareness needs.

“I’m a stereotypical Colorado transplant who enjoys hiking with my dog, visiting unpretentious mountain towns,

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