3 ways to create long-term relationships with influencers
Influencer marketing is a very powerful form of marketing. It allows you to use an influencers “influence” over a particular audience to convince them to purchase your products or follow your brand. This type of content is great for building new fans of your brand while building your sales.
It can be challenging, and daunting to get started in influencer marketing. While you may be used to building relationships with your customers, an influencer is very different. But, there are strategies you can use to build a relationship with them that can be beneficial for both you and the influencer. Here are the top 3 ways you can create a long-term relationship with an influencer.
1. Spend time learning about the influencer to create a genuine relationship
It may seem obvious, but it is a strategy that is often not employed. Just get on the phone and have a conversation with each other. Ask questions, listen, have a conversation, and build a relationship. This time is also important to ask important questions like their audience demographic, the content that is most popular with their audience, and other metrics like impressions or profile reach.
During this time the influencer can ask questions to determine whether you are right for them as well. These include goals for the relationship, your brand’s ideal customer, and more. This conversation is so important to have before you open your wallet. It will ensure the two of you are on the same page and will achieve results. If there is a mismatch between their audience and your target audience, or other metrics, then you can both walk away without any money having been spent.
2. Give the influencer control over the content by creating the strategy together
Little annoys influencers more than losing creative control over their video or other pieces of content. Remember that you are going to them because they know how to create awesome content which a lot of people love to see. So, don’t go into the campaign with lots of creative ideas in your back pocket. By providing them the control over the content you will get content which their audience loves, meaning more eyes on your business, and a higher ROI.
So, what should you do? You should go into this with a collaborative mindset. What is important most is that you are getting the results that you want. To achieve that you need to set out a clear strategy. Work with the influencer to create a workable, and achievable strategy, which will hit all the targets you are after. With this in mind, your influencer will be able to freely create content that achieves these aims.
3. Be transparent about expectations and respond to communications as quickly as possible
A relationship with an influencer is a business relationship, and so should b treated as such. Both you and the influencer are running a business, and time is money. So, this means that you should be timely in your responses to emails and other forms of communication. Little breaks down a relationship further than poor communication.
If you want to work with this influencer to get you the best results, and then work with them again, it is vital that you bring a high level of professionalism when communicating with them. A part of this should be to create clear briefs, while also being timely to any questions, or reviews sent your way. Then, by providing feedback in a professional manner, you continue to build a solid relationship with an influencer which will benefit you both.
Before you hit publish on the work done by the influencer it is also important that you make it clear what KPIs will be used to measure the success of this campaign. Communicating this allows the influencer to provide the right content to achieve these goals.
Influencer marketing is all about relationship management. If you are able to build and hold great relationships with influencers you can create a lot of great campaigns that achieve the results you are looking for.
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