5 Important Steps For Influencer Marketing Success
Influencer marketing is not a walk in the park. There are several key components that have to be mixed into the recipe, together with a bunch of spices and herbs.
Succeeding with influencer marketing can be difficult, but it is also extremely rewarding when you get it right. With a social media marketing strategy on hand, you are planning for success, while also making it easier to execute what needs to be d0ne when setting up your influencer marketing strategy.
Now, in this article, we won’t tell you how to write an influencer marketing strategy, however, we will provide you with 5 steps that are incredibly important, and that you definitely need to have in mind when creating your strategy.
Being aware of the challenges and obstacles that you may face is the key to avoiding them, and below, you can find some of them.
5 Important Points For Influencer Marketing Success:
1. Approaching and engaging
When you have someone from the team reaching out to an influencer, it is recommended that the individual who does it don’t work in your marketing department.
It might seem like a small problem, but the way you build relationships with the influencer will also have an impact on how the future with the influencer will look like, and most influencers prefer to talk to individuals in a position such as product managers, or someone in a chief position. The only exception, however, would be if you are actually selling to marketers.
A lot of the success (or non-success) of influencer marketing has a lot to do with the relationship building between your internal resources and the influencers you are approaching.
The better relationships you build with them, the more likely is for you to pay less for the infleuncer campaign because the more the influencer will get from it as well.
2. Provide value
If you approach an influencer by only asking for something without providing any, there’s a chance they will ignore you, or get a bad impression of you, and you’ll certainly don’t get the partnership at a lower price because you are the one who is gaining the most from the influencer.
Some brands even go to the extent of trying to get as much as possible out of the influencer, leading to the influencers feeling like they’re being used by the brand. And that is not a position you want to be in because they’ll certainly not want to work with your brand ever again.
3. Not having patience
In a world where everything is happening so fast and results are expected to be seen quickly, not having patience is a dangerous path to walk. While you often can see some results early in the process, the big results in influencer marketing come after quite some time, and to be able to see when they do, you need to have a lot of patience.
Influencer marketing takes time and effort, and it’s important to know that it does so even before they begin working with it. Unfortunately, though, it’s a common scenario.
Marketers launch an influencer campaign, and then within the same day, they want to start measuring results and start questioning whether or not influencer marketing works.
4. Trade short-term efficiency with long-term relationships
Too many brands are seeing influencers as wear and tear objects, and this touches a bit on point number one.
Brands can get so much better results by creating strong relationships with a few influencers instead of building terrible relationships with a bunch of them.
There are several good reasons to why you should focus on quality relationships rather than quantity relationships, so let’s break them down:
They are cheaper
If you have built a strong relationship with an influencer they are more likely to give you better deals for marketing – and there’s a good reason to that.
Think of it this way: If a good friend that you’ve known for years and built a strong relationship with, asked you for a favor, would you help them? How likely are you to help someone who you’ve only known for a couple of weeks if they were to ask for a favor?
The same goes for influencer marketing. The better you know the person, the more they want to see you succeed- and do everything they can to help you do so.
Also, because influencers prefer to work more long-term partnerships instead of jumping from partnership opportunity to partnership opportunity, they often give better package deals and long-term special prices.
Jumping from influencer to influence can harm both you and them
When you leave an influencer after a campaign, the influencer needs to find new partners. The problem is that the more similar brands they work with, the less credible are they.
Let’s say you are a brand who sells supplements. If the influencer has been with 3 brands before you and works with 3 more supplement brands after your partnership, who will trust what they have to say? Short-term partnerships make influencers desperate, and you don’t want to be the reason that they lost credibility.
In addition, an influencer campaign can be effective long after the campaign itself is over, but if the influencer goes out and endorse a competitor of yours, it will hardly do any good for your brand anymore.
Therefore, find good influencers, build good relationships with them, run long-term campaigns, if needed, bring on some more influencers to your team: but whatever you do, don’t let your influencers go unless they are generating bad results.
Influencers who stick with a brand are more trusted
An influencer who endorse a brand once might get a few results, and influencer who endorse a brand two times will empower is message, but an influencer who promotes a brand time and time over will be seen as a firm believer in that brand.
And seeing that the influencer is just that, an influencer who influences people’s lives and decisions, will be able to share their story of how that brand has helped them, thus leading to the followers who have faced the same problems as the influencer becoming a customer of the brand.
In short, influencers who promote the same brand over and over will be more credible and trusted of their recommendation compared to an influencer who endorses a new brand every single day.