Influencer outreach alone doesn’t sell products. Although companies are relying more and more on paid “sponcon” (sponsored content) to increase coverage about their brands and products, influencer mentions aren’t effective without a strong, vibrant social media presence. We will cover how to build a foundation for a successful influencer campaign, from identifying strong partners and media outlets, to developing relationships, to leveraging coverage that establishes credibility, increases visibility, and drives website traffic and sales.