Think about the relationships in your life. Romantic relationships or business-related such as influencer relationships. Why are they successful? Or maybe why are they not?
Happy relationships are hard to come by. We as humans almost never enjoy compromising. I don’t particularly enjoy meeting someone in the middle. Maybe that is why I am still single.
To be in a partnership with someone and make it beneficial for both parties takes a lot of work.
It is extremely important to build lasting relationships with your influencers because this will show their followers that they are truly loyal to your brand.
If the relationship goes sour, it will damage your image in the industry. Something that was supposed to promote your company will end up hurting your brand and image in the market.
I want to give you 5 helpful tips to build lasting relationships with your influencers.
- Choose the correct influencer
- Ask important questions
- Communicate successfully
- Ask for feedback
- Allow creative freedom
Choose your partnership wisely.
It is extremely important to do research on your prospective influencers first. You need to choose someone that fits with your brand and company culture.
Think about it, if you follow someone for their beauty tutorials and makeup reviews and suddenly they are advertising tech equipment you will be so confused. You as a follower will most likely not act on this advertisement because that is not what you are interested in.
The same goes for you as a company. You need to be familiar with the specific influencer and their following, what they will like, and what they don’t like. The probability of their following acting on the influencer’s recommendation is so much higher.
Don’t waste your time asking hundreds of influencers on social media to partner with you. Do some much-needed research first. It is more beneficial to have a few loyal influencers promoting your business online than having a hundred and only some of them actually fit with your brand and values.
Ask informative questions.
Before partnering with new influencers, ask them a few questions. Get to know them and what they expect from the brands they work with.
- What are they interested in?
- How willing are they to talk and post about your brand?
- For how long do they want to use your product or service before they talk and promote it on social media?
These are all things that would be mutually beneficial to know before the partnership starts.
Influencers know their following very well and what they are usually captivated by. If you ask the right questions it could provide you with valuable insights into the market and industry.
Communication is key.
There is not one relationship that is successful without communicating. You need to talk about what you expect in the partnership. What you want to gain out of it. This is no different for your business partnerships.
You should communicate your brand’s mission and vision to the influencer. They should understand what your goals are. What makes your product or service unique. This is important information they should talk to their following about.
Always mention why they are a perfect fit for your brand. Why you chose them specifically, then they will know they are not just part of a number.
Tell them about future products and marketing campaigns. They want to feel involved and valued as partners. This way they can decide if your company will be a good fit or not.
Better to know this at the beginning rather than a few posts in and them leaving your company as influencers which then could become bad publicity.
Be open to constructive feedback from influencers.
A good tip for cultivating lasting relationships is asking for their feedback. Not only will this help you understand exactly how your product or service is perceived by your customers, but it will also show your influencer that you care about and value their opinion.
Now here is the trick. If they give you their feedback, you have to act on it. You can’t just listen and ignore. You have to show through actions that you understood their concerns and are implementing the necessary changes.
Imagine in your personal relationships, if you feel appreciated in the relationship won’t you do extra little things for this person? Make them breakfast in bed. Buy them flowers for no reason. Do the dishes without them asking you to do them.
If they feel appreciated in the partnership, they will most likely go above and beyond in their posting and advertising of your brand. It will become authentic praises of your brand, not just something they memorized to say on camera.
Allow for creative freedom.
Influencers most of the time already have their own brand and way of doing things online. It would be a good idea to allow them their own creative freedom when talking about your brand on their platforms.
They don’t want to follow strict guidelines about exactly what they should say and how to say it. Yes, you can give them a few points that they should touch on in their post, but let them say it in their own words.
In the end, this will be more believable to their followers. They know when the influencer is authentic and real. If it feels forced they will see straight through it.
Business relationships are not that different from our personal relationships. They both take work in order to be successful.
If you have influencers promoting your brand on social media, it is vital to keep them happy. They should be loyal to your brand.
The marketing industry is evolving and traditional marketing will not be sufficient anymore. We as business owners and marketers need to adapt and evolve with the times.
Influencers are a great way to promote your company and get your brand out there. But this only works if both parties are happy.
I am an intern at the International Institute of Digital Marketing™. I am passionate about digital marketing and have always enjoyed creating content. If I am not working I am hiking on some gorgeous mountain, baking tasty treats, or at the CrossFit box.
LinkedIn: Danelle Geringer