Marketing is just a flashy way of saying you’re good at building relationships with people.
You are used to building relationships with your client’s avatar. You are not used to dealing with influencers. This is a completely different game, especially if you want to build a long-term relationship.
This is where Jamie Lieberman, founder of Hashie-Legal, borrows his marketing brain. In a recent Insider training we shared with members of our lab, Jamie explained how to maximize the impact on marketing relationships for Sponsored Messages. We turned to Jamie to summarize internal training into a few key pieces that can help our audience (read this!) Build effective long-term relationships that lead to conversion.
If you’re struggling to commercialize your influencing strategy, we think we know exactly why.
Is that why you haven’t tried influencer marketing yet?
Influencer marketing is maturing, but it still isn’t perfect. Digital marketing has taken over and we don’t even think we need to add more digitally, but there are still so many unknowns starting new strategies.
How do you start without spoiling it?
As Jamie explains, “When an entrepreneur or marketer is thinking about building relationships with influencers, a lot of people don’t know where to start. What to say, what to do … business can be built because there is small. standard. With marketing influencers, many people feel that they do not have many training resources. “
This is a classic case of analysis paralysis. You don’t want to shoot because if it’s a bad move you will leave your team. But if you don’t move, you get stuck with the voice in your head asking, “What if …?” when you browse social media and see an influencer promoting a similar product.
Let’s change “What If …” to “I Made It” and show you the two most common mistakes to avoid for security reasons when starting marketing with marketers.
Jamie sees brands making two big mistakes when looking for influencers.
The first is to see only one transaction. Don’t think of the relationship as another advertising and marketing relationship that makes the business very comfortable (that is, without conditions and without contracts). It should be remembered by all influential traders even if the product is only offered in exchange. ‘
The second is the choice between empty criteria instead of commitments. “Entrepreneurs and marketers are trying to connect influencers with the biggest fans, without wasting time confirming engagement and engaging the public to engage with the brand’s consumer.”
By avoiding these two pitfalls on the road to influential marketing, the two most insidious parts of the marketing aspect have disappeared. Your focus can now shift to building long-term relationships with influencers.
3 strategies to build long-term relationships with influencers
People want to buy products that their friends, family, friends, and others follow on social media. Because influential marketing is obsolete, it is inevitable that the mind of the consumer will follow suit. It is easier to find an influencer with a product because he has a good salary today. These are usually the products they are passionate about and you will never see them mentioned again.
This is not the type of influencer marketing we focus on here. We seek long-term relationships that brands can build with influencers who continue to show their audience that they have a greater impact on this product.
Here are three strategies to bypass the marketing of superficial influencers and get to their core.
Take the time to learn how to influence and build a real relationship.
Relationships are formed by asking questions from both sides and spending time listening. Trademarks can ask influencers about the demographics of the audience, which content is most popular. ” Education. “
Don’t be afraid to ask influencers for this information. When someone with a wallet is ready to pay you, you can ask them what their weekly impressions are, how many profiles they reach, and other metrics behind their posts.
The same goes for the influencer. It is ideal to work with professionals who want more than just a salary. A professional influencer knows detailed information about their audience and can confirm that the influencer’s audience is aligned with the brands.
Building lasting relationships with influencers requires ROI. These questions will increase the success of your campaign and will not throw spaghetti at the wall to see which influencer can deliver a good return on advertising.
These conversations save brands money to avoid relationships that may not be effective.
Let the influencer control the content and work together to create the campaign strategy.
It’s tempting to start an influencer campaign with creative ideas in your pocket. You know your audience, so you shouldn’t say how your product will be presented?
The answer is yes … but it is not. If you choose influencers to work with, decide how you present your product. Looking at previous promotional campaigns can give you an idea of what they will look like. Now that the influencer has been hired, it is time for him to do what he wants. They know your audience better than you do, and by giving them creative control you can be sure you have the best chance of getting ROI.
That’s how Jamie sees it. Influences know what resonates with your audience. When you work with an influencer in the content corner, the influencer is not only enthusiastic about creating the content but also about making the content more effective.
Be transparent about expectations and respond to communication in a timely manner.
You have a company and also an influencer. Jamie reminds us that these relationships are professional and should be treated that way. Influencers often experience long interruptions in communication, especially when their brands ask for information. This can lead to frustration and the feeling that the relationship is not appreciated.
As a marketer, you are a professional person in building relationships. You know that bad communication is the first way to undermine a relationship. If you want influencers to be enthusiastic about collaboration again, then you need to address the relationship with the professionalism you bring to your work.
Here’s Jamie’s advice: “Providing clear creative instructions and timely feedback on concepts can help you maintain a long-term relationship.”
Once you’ve nominated your influencers and are ready to post, discuss what success means for any relationship. To track statistics, the brand or marketer must set detectable goals before communicating with an influencer.
Communication is essential.
But your marketing brain already knew that.
If you’re thinking about making influencer marketing really green, it’s time to step in and give it a try. Start with some practical campaigns and keep collecting data that can predict the performance of your other campaigns.