Strategies to Build an Influencer Relationship
Growing up, celebrities were the biggest and only real influencers. Cosmetic companies and fashion houses turned to actors or musicians to represent their brands or labels. In 2019, anyone can become a celebrity as media has been democratized. Bloggers and Instagramers alike, can share their passions and expertise, all the while grow their relationship with the public via ‘live-stream’ feeds.
Individuals with highly engaged and loyal social media followings -- have become a top priority for companies that want effective and far-reaching brand endorsement. Over 80% of marketers used influencer marketing in 2017, and found it to be extremely effective.
It takes time to build influencer marketing strategies and relationships that are solid, transparent and beneficial.
Here are some tips on how to go about this:
Do your research and build your database of influencers
You want to know exactly who everyone is, and get a good idea of their influence.Understand the influencers audience
Many analytics tools can give you a detailed breakdown of follower demographics. Understanding their audience is the same as understanding any buyer persona in marketing.Show that you are about their activities
Influencers know their value, and the greater their effectiveness and reach, the harder it is to connect in a meaningful way. Understand what their value proposition is ‘ what their goals and objectives are' and why they do what they do.’Consider your Influencers as Collaborators
Introduce yourself and in your emails or outreach to them, include why an influencer would make an excellent ambassador for your brand or project using specific examples you have admired from their prior published work.
Reach your influencers in person
Know of an event they are attending? Go to that event and introduce yourself in-person contact. Although this is more time-consuming, in-person networking is the gateway to sparking their interest, and it gives them an opportunity to know exactly who you are.
Build a true partnership with mutual goals and KPIs.
A partnership approach in which you both build out goals you would like to achieve and measure along the way has always proven successful. The messaging will come across more organically as the influencer builds a stronger relationship.
