Influencer Marketing That Actually Works: A Conversation with Deanna Tomaselli of The Motherhood
Influencer marketing has grown far beyond simple product placements and viral TikToks.
It’s about strategic relationships, message alignment, and building trust with audiences who already love and listen to the creators they follow. But even in 2026, many brands still miss the mark.
In this episode of Market Like It’s Hot, we sit down with Deanna Tomaselli, VP of Client Services at The Motherhood, an influencer marketing agency that’s been ahead of the curve for nearly two decades. Whether you’re part of a government-adjacent organization, a nonprofit, or a professional service-based business, this conversation is packed with insights to help you do influencer marketing better.
What We Covered in This Episode
1. What Brands Get Wrong About Influencer Marketing
Deanna kicked off by calling out the biggest myth: that influencer marketing is all about follower count. A million followers doesn’t equal a million conversions. Brands often look for reach when they should be focusing on relevance.
She broke down common mistakes such as:
Choosing influencers based solely on aesthetics or follower size
Overlooking the importance of contracts and expectations
Assuming that influencer content is quick and easy to produce
Deanna emphasized that successful influencer partnerships are rooted in shared values and clear deliverables, not just aesthetics. If you’re not building a real relationship with the creator, the content will fall flat.
2. The ROI Conversation: Metrics That Matter
Let’s face it, measuring ROI in influencer marketing can feel murky. But Deanna explained how The Motherhood removes the mystery by aligning metrics to campaign goals. Whether the objective is awareness, engagement, clicks, or conversions, the agency builds reporting dashboards that go far beyond vanity metrics.
Key ROI insights she shared:
Define your success metrics before the campaign begins
Track performance through clicks, traffic spikes, and qualitative comments
Monitor brand sentiment and long-tail awareness, not just immediate purchases
Deanna shared that likes are a nice-to-have, but we care about how influencer content actually moves people to act.
3. Why Local and Micro-Influencers Outperform the Big Names
For organizations working within a specific region, such as school districts, small cities, or land banks, hyperlocal content wins. Deanna revealed that micro-influencers (those with 10,000–50,000 followers) often generate more authentic engagement and better results.
She explained how The Motherhood curates local influencer rosters based on community knowledge, audience loyalty, and storytelling ability. For example, a mom in Columbus talking about your initiative is going to carry more weight than a celebrity who’s never set foot in Ohio.
4. Contracts, Legal Considerations, and Content Rights
The not-so-glamorous side of influencer marketing? Legal. Deanna made a compelling case for getting your contracts in order. That includes:
FTC compliance and disclosure requirements
Understanding where and how you can repurpose influencer content
Knowing who owns the rights to photos and videos after the campaign ends
Skipping the legal steps can lead to expensive mistakes, especially when working with public agencies or educational institutions. You don’t want to build a great campaign only to find out you can’t legally use the content.
5. How Influencer Marketing Supports Public Service and Social Impact
The most impactful moment of the interview came when Deanna discussed her work with nonprofit and government-adjacent clients. From public health campaigns to literacy initiatives, The Motherhood has helped mission-driven organizations use influencer marketing to reach communities with trust, care, and effectiveness.
She shared examples of how influencers have helped:
Drive vaccine awareness in underserved communities
Promote food access programs and back-to-school events
Advocate for local nonprofits and their fundraising goals
If you're part of a foundation, a civic engagement initiative, or a school district looking to increase reach, this section of the episode is a must-listen.
About Deanna Tomaselli
Deanna Tomaselli is a seasoned communications leader with extensive experience in PR, social media, and influencer marketing. At The Motherhood, she helps brands, big and small, craft campaigns that resonate. Named one of Pittsburgh Magazine’s 40 Under 40, she’s a passionate mentor and advocate for elevating women in marketing and communications.
Resources & Links
Listen to the full episode on YouTube, Spotify, and Apple
Learn more about The Motherhood
Download our free marketing checklist
DM us your hot take: Rebel Marketing on LinkedIn
Whether you're looking to raise awareness for a new community initiative or reimagine how your foundation connects with its stakeholders, influencer marketing has a role to play. This episode is your starting point to do it with strategy and soul.
Want more no-fluff, high-impact marketing strategies?
Subscribe to Market Like It’s Hot for expert interviews, marketing rants, and real-world lessons from the front lines.
