In today’s world, learning how to work with the very human dynamics of people on the Internet is a real challenge. Internet service had been rising steadily for decades, that has changed forever the way we do business, and the way we communicate. It also gave firms new tools through which they can increase awareness, and interact with potential customers. Today, influencer marketing is one of the most effective social media strategies, but with the ever-expanding network of social media influencers, what does it take to retain influencers and turn them into real brand ambassadors?
Make the first connection
The key to a successful influencer marketing campaign is to focus on finding influencers who are right for you and the first step in building a lasting relationship with an influencer is establishing a personal rapport. Once you have identified the right influencers, you need to start working on your outreach strategy to make a human connection. Complementing their latest work will warm up the influencer to hear what you have to say and demonstrate that you show a genuine interest. It’s always better to focus on a personalised approach tailored to the influencer interests. From there, you can introduce your brand and values, your range of products, invite him to try the product for free, etc. Brands should strive to establish a human connection with their influencers as it is key to build authentic brand affinity and a long-term relationship.
Influencers present a valuable opportunity for a brand to gain more exposure and visibility on social media. Recognised and trusted by their audience, it is essential to educate an influencer on how to use your product and provide him with all the recommendations required. Once fully prepared, they will share a much better branded content with accurate information about product use and benefits to their audience.
Go beyond a campaign
Of course, some influencers will simply work with any brands for money or free products, but the good ones think beyond compensation and are more involved in finding quality partnerships. Don’t hesitate to go the extra mile and make your influencers feeling like they are special. Provide fair compensation, introduce them to your networks, send pre-launch product samples and major brand announcements, sponsor them for an event, and stay in touch even when you don’t need them. Such gestures will ensure that your influencers are more invested in your campaign’s success. Involving them in important milestones for your brand will make them feel as though they are part of an exclusive group of insiders.
Value their creative thinking and opinions
A good way to build a long-lasting relationship with your influencers is to allow their creative freedom over sponsored content. Every influencer as its own style and know best how to communicate the most compelling message to their audience. Let them use your content and tell the stories they are so good at telling about introducing your product. Above allowing them creative freedom, it’s also important to hear their voices and involve them deeper into your business strategy. To do so, make them feel as real contributors to your brand and encourage them to share their honest opinions about your products. It will not only show them that you value their input but also it will give you direct feedback from their audience. Finally, value their creative thinking and opinions will better impact their audience and allow you to get relevant feedback to adapt your business strategy.
Some good examples
Revolve, the digital-only retailer, has developed over the years one of the strongest influencer marketing strategy. To build a strong relationship with their influencers and increase human connection, they started to host an annual exclusive event #revolvefestival dedicated to influencers and brands only. To go even further and to encourage influencers to use their creative thinking in the best way, Revolve is now partnering with some top influencers to support them to start their own business and launch their own brand. Top influencers they partnered with recently include Aimee Song and most recently, Camila Coelho.
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Last year in Hong Kong, the luxury skincare brand La Mer partnered with the travel retailer DFS to celebrate its iconic Crème de la Mer moisturizer. Influencers, journalists, and customers were invited to an exclusive exhibition displaying the behind-the-scenes story of the skincare brand. Guests, in particular influencers, were able to try the product and benefit from special advice given by La Mer’s Skincare expert team. Include influencers into its marketing strategy allows La Mer not only to create greater brand awareness on social media but also to strengthen human connection with their influencers.
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Finding the perfect influencer in your niche and turn him into a brand ambassador takes a lot of resources. However, in today’s fast-paced environment and thanks to AI development, brands that have been struggling in gaining traction in their social media marketing can reshape their strategy using a powerful solution.
This is when the influencer marketing platform comes in.
What does an influencer marketing platform do?
The main purpose of an influencer marketing platform is to create and execute influencer marketing campaigns at scale. It helps brands and agencies to connect and reach out to influencers who best meet their audience requirements and brand values. A platform will also provide marketers new tools to improve processes from identifying to supporting and retain influencers they are partnering with. Basically, an influencer marketing platform helps brands to save time while creating unique marketing experiences partnering with the most creative storytellers.
Today influencer marketing is one of the most popular marketing strategies used to develop social media presence and increase brand awareness and engagement. From identifying, engaging and supporting content creators who can create meaningful interactions with their audience, influencer marketing is becoming marketers’ holy grail. However, influencer marketing should not be taken lightly, as it requires a strong investment and real human connection which some time can be easily supported by third-parties such as influencer marketing platforms.