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Why Forming Authentic Partnerships is Key to Influencer Marketing Success

Authors: Julianna Vorhaus Sarah Evans
Posted Under: Influence Pros Podcast
About Influence Pros Podcast:

Influence Pros is the weekly show where professionals learn about case studies and success stories in the fast-growing world of influencer and advocate marketing. Hosted by Heidi Sullivan of Cision and Julianna Vorhaus of TapInfluence, the show chronicles how B2C and B2B companies are working with online influencers and customer advocates to grow reach, engagement, and conversions. View all shows—including free downloadable resources—at

Sarah Evans, Digital Correspondent at Sevans Strategy, joins the Influence Pros Podcast to talk about live video, authentic partnerships, and how to keep up with the ever-changing nature of marketing.

sarah-evans_instagramFinding the Right Fit

One size fits all is not a healthy influencer marketing mentality.
Your brand is special, and the influencers you choose to work with should uniquely complement your organization.
Sarah Evans is a live content mastermind that believes strongly in finding the organic fit between influencer and brand. She advocates for finding influencers that authentically fit with your brand’s material and encourages constant learning to stay at the top of your game. 
Focusing on making your marketing campaigns evergreen and harnessing the incredible capabilities of live content—whether it’s created with a full studio of equipment or simply an iPhone—can take your brand power to the next level.
Sevans Strategy is a PR and new media consultancy that has a specialty for cultivating customer and audience engagement for your brand at large events. Sarah’s Faves is the center of everything Sarah offers including the latest in new and fun tech gadgets, mom tips, geek-chic finds, and Sarah’s live content. 

In This Episode

  • Why authentic relationships and constant learning is so important
  • How to stand out with superior content in a highly saturated market
  • Why evergreen content is so effective for modern day marketers
  • How to go with the flow and create high-quality content at live events
  • Why pay to play is becoming more dominant on social platforms


Quotes From This Episode

“There has to be an alignment with what the brand actually sells and does and what I’m doing in my life so that it is that word: authentic. ” —@prsarahevans
“Live video is everything for us.—@prsarahevans
“It’s really hard to stand out and get some good buzz because it’s a very saturated market.” —@prsarahevans

“Just because you’re a PR agency doesn’t mean that you are able to manage or connect or work with influencers. We’ve seen people really break out in specialties even if it isn’t an agency they might have a special audience community or influencer sector, segment to it. There are companies completely dedicated to just running Instagram influencer campaigns or companies dedicated to like talent agencies managing influencers who then connect their brand.” —@prsarahevans

“I think we’re still in such a huge evolution.” —@prsarahevans
“I have to have the ability to do everything from my phone because so many times brands want that content real time.” —@prsarahevans
“This world is evolving and changing every day. So just staying on top of those trends and then working with brands in a way where I don’t come across as a know-it-all because I don’t but being able to share, here’s what I know, let’s try this, here is what I recommend for your brand.” —@prsarahevans
“I think the industry is going to continue to be influencer based because of marketing budgets, but also building in the freemium and ad-based and targeted content as well.” —@prsarahevans



Would You Rather

Would you rather be blind or not be able to talk for the rest of your life?
Blind. I have to talk. I mean that’s the hands down. I’m Italian, I’m a talker, I use my hands. It has to happen.
Would you rather go without the Internet or a car for a month?
Car. It’s so easy. Because I have my phone and I could just use Uber.
Would you rather be 10 minutes late or 20 minutes early for everything?
I’m typically 20 minutes early for everything anyway. The thought of being late, like in college, if I were going to be less than five minutes early for class, I would just not go.

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