Partnerships with influencers aren’t something you can just set and forget. They, too, need time, energy, and effort put into them to ensure they flourish and grow. But only a few organisations put all their eggs in one basket by concentrating solely on securing high-profile partnerships.
It’s surprising how hands-off companies can be with their influencer programmes, given how much money they’re spending on them. Most businesses need help understanding influencer campaigns’ return on investment (ROI) 86%don’t know how influencers determine their fees), which is only measured by 18% of companies who use them.
The key to getting the most out of your influencers is to be a genuine team player throughout your partnership. You can improve the success of your influencer marketing campaigns and deepen your connections with key opinion leaders by taking an active role in each. As a bonus, you can take your partnerships to the next level by learning from your past successes and failures and applying that knowledge to future campaigns.
Working Together As One
The most fruitful partnerships are those that put time and effort into cultivating connections with influential people. The point is to foster true brand loyalty.
1. Be precise and direct in your expressions
Firstly, there must be an open and honest dialogue between brands and influencers.
When all of your communication is conducted via email or direct messages, it’s easy for important details to get lost in the shuffle. Every word and sentence counts when it comes to marketing a brand. To begin with,
When in doubt, keep your communication simple and to the point. This includes all communications with your contacts, including outreach messages, pitches, and responses to any questions they may have. As a frame of reference, the average length of an influential person’s email is 100 words.
Express your needs and expectations clearly. The critical pieces of this puzzle are who you are, what your product does, and why you want to work with an influencer. The preceding should be stated in as few words as possible.
• Think ahead to possible queries or worries. Make it a priority to facilitate a smooth and efficient workflow for all parties involved in the collab best practices effort. Try to guess what someone might ask so you can answer their queries before they even ask. You need to know what to do about compensation and delivery.
2. Establishing norms
It takes two people to have a relationship. The failure of an influencer to meet expectations often stems from a brand’s failure to provide clear campaign goals. Communication is vital in any business partnership.
Campaign briefs, email exchanges, and contracts are just a few of the “little things” that can make or break your influencer relationships. So, if you’re having trouble with an influencer collaboration, you should examine your workflow to ensure you’re not losing your influencers in the shuffle.
Influencers should never be surprised by the end of a collaboration if clear expectations are set from the beginning. That’s because you’ve laid out exactly what you want from this campaign and how you plan to evaluate the influencers’ contributions.
3. Give your influentials a lot of room to be imaginative
Keep in mind that people with a lot of sways over others are often very imaginative.
Let them use their imaginations! You want your influencer’s work to be presented in the most natural light possible.
Think about the process that influencers use to create their dedicated fan bases. What the people want to see is precisely what they provide. Consequently, they are aware of the preferences of your target market. Could you give them the authority to do it?
Translation? You must have faith in your influencers and give them room to innovate. Because of this leeway, your product will be used in ways you never imagined.
4. Monitoring the effectiveness of influencers
Using success metrics to establish key performance indicators (KPIs) is beneficial in every way.
First, you can tell if your campaigns are successful by monitoring their performance.
Second, key performance indicators (KPIs) and metrics reveal which stakeholders are driving progress toward programme objectives.
Knowing “the numbers” allows you to duplicate successful strategies and discard those that aren’t producing results.
5. Automate things
Managing an influencer campaign manually is a laborious, ineffective process that frequently leads to mistakes. Put money into software that can automate the procedure and provide a bird’s-eye view of the entire partnership lifecycle.
Collaboration Avoid generalising about influencers and their audiences or markets and tailor your content and assets to them. Refrain from assuming that a universal size will work. This leads to the list of prohibitions.
Don’t be surprised if creators give away their work for free.
Making content is a career in and of itself. Even if an influencer doesn’t have millions of followers, this still holds.
Consider the resources expended in creating a piece of content:
1. Making use of your products in novel contexts
The steps include:
- Taking the photo or video.
- Editing it.
- Coming up with a clever caption.
- Interacting with followers once the post goes live.
Phew! The fact that influencers expect payment is hardly shocking (or free product).
2. Ineffective dialogue
Regarding reliability and maintaining open lines of communication, some creators need help acting professionally. To succeed, you and your team must constantly feel that you are on the same page with your influencers.
If an influencer fails to respond to urgent emails or sends conflicting signals about their dependability, they should be removed from your team. If you’re spending all your time trying to get a response from a particular influencer, it’s time to make room for someone else.
3. No compatibility between the creator and brand
Even if an influencer consistently delivers strong results, you may need to end your partnership with them.
For your campaign to be successful, you need to look beyond the numbers and analyse the influencer’s writing voice, target demographic, and other factors.
Only some influential people will be a good fit for your brand, and that’s okay.
4. Ignore Minimalist Creators and Micro-Influencers
Fact: the number of a person’s followers does not necessarily indicate how valuable they are as an influencer.
We found that less is more when it came to the number of followers, and data from the industry supported this finding. The highest engagement rates on social media platforms like Instagram and TikTok are found with micro-influencers. Keep in mind that personal accounts on both platforms reach significantly more people than brand accounts.
This is because smaller influencers have dedicated followers who genuinely care about them. Furthermore, smaller influencers’ originality and credibility are extremely valuable to brands.
5. Don’t sever ties with creators, no matter how inefficient they may be, as this will only hinder future collaboration
Some artists develop their craft and “settle into their voice” with experience. Your program’s intended outcomes may also evolve.
You may have been in the position of hiring back influential people you’ve previously let go. You’ll be in a bind if you’ve burned all your bridges. However, if you and the creator involved were amicable when you broke up, the creator may be eager to resume working with you again.
You want to join the brands working with influencers because you see so much success when others do it.
Good! The ins and outs of influencer marketing can be a lot to take in, and we get that.
Furthermore, handling all of the above is intimidating. An influencer is helpful for this very purpose.