As momentum for brands on social media continues to build, it’s no surprise that PepsiCo’s Global Director of Digital and Social Media, Bonin Bough, hailed influencer relationship management as the future of digital marketing.
Consumers value relationships with online tastemakers more than ever, prompting brands to team with influencers to spread their messages and create fresh leads. Get up to speed on how to be successful in influencer marketing with these five tips:
- Choose the Right Influencers
As the bedrock of your new campaign, social publishers should be considered an extension of your brand. It’s crucial to do your homework, figure out what demographic you’re trying to reach, then search for influencers that fit that bill. (Contact Trending Family to help streamline the vetting process).
Once you have candidates in mind, examine as many of their social profiles as possibles: YouTube, Twitter, Instagram, Facebook, LinkedIn, etc. Are they already endorsing any brands? Most importantly, do their posts align with your outreach goals? Establishing a rapport with individuals whom values match your own can spell the difference between long-term success and one-hit wonder.
From the beginning, let influencers know who you are (brand/marketer) and whether any type of compensation will be involved. Like any business relationship, transparency goes a long way. Show them you’ve done your research; demonstrate you understand their brand and are excited to tap into their followers for a mutually beneficial collaboration.
- Set Expectations
Make sure everyone — both on your brand’s and the influencer’s side — is on the same page in terms of who will get what out of the partnership. Be candid, polite, and succinct so there are no ambiguities about why you’re interested in working with them.
Crucially, be sure the campaign guidelines/key messaging reflect your goal. If the Number 1 priority at your business is to boost sales, make a clear strategy delineating how the influencer may endorse the product and supply them with a customized, trackable link to send followers to your website. If you’re after brand awareness and PR exposure, focus your messaging on viewer engagement and social sharing. Whatever the aim, communicate with your team so everyone knows what to expect before diving in.
- Keep it Simple
As viewer and reader attention spans get shorter, messaging simplicity is key. Craft your campaign guidelines so there are no chances for confusion or miscommunication. Often brands will design complicated messaging with many moving parts for influencers but this typically leads to suboptimal results. Instead, keep your talking points to 2-3 main messages or one simple call to action; this will yield the best chance of success.
- Give Influencers Creative Freedom
After laying the framework, don’t hover over the nest. Though it’s tempting to micromanage, you must trust in your influencers to deliver. The whole point is for an integration to be “organic” to a social publisher’s audience. An influencer’s personality, images, posts and the ways they communicate is how they created trust and authority in the first place so allowing them creative latitude is paramount.
- Be patient
It takes time to build a robust social media presence. However, patience is not to be mistaken for lack of productivity. You may need to work with quite a few influencers over 1-2 years to start seeing the results you’re looking for. Focus on consistent growth rather than obsessing over sudden jumps in engagement. Marketers should look at views, likes, followers, shares, and comments over a period of time. As your relationship with your influencers grow, so too will your results and social impact.
Need help navigating the world of influencer marketing? Want to partner with social media influencers to promote your brand? Contact Trending Family for help!