Build a relationship with your influencers

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Contrary to the simplistic notion that influencer marketing is just another form of advertising , it is actually much more than that. A critical point is that influencers are also much more than “just” celebrities, because to influence, of course, you have to have influence.

Long before brands can even think about a partnership, influencers have to establish themselves as key opinion leaders (KOLs). In short, they have to build a positive reputation so that their audience trusts them. This is precisely what sets them apart from other profiles with large followings, aka celebrities. Influencers win over their followers thanks to their expertise in their field and it is this authenticity and the resulting impact that you want to benefit from .

However, as in any good relationship, collaboration between brands and influencers should not be a one-way street. On the contrary, it is essential that there is a mutual exchange.

Communicate your ideas and expectations clearly at the beginning of the collaboration: what content do you want from the influencers and in what timeframe? What is your plan for the campaign and which platforms do you want to use? What processes of your brand do the influencers have to take into account? For example, explain what approval process your influencers will have to follow. Also, ask for statistics so you can clearly define the objectives of the campaign.

One of the most important points is to ask your influencers for their views, opinions, and strategies. Give them as much creative freedom as possible. In fact, this Crowdtap study shows that 77% of surveyed influencers are more likely to establish a long-term partnership with a brand when it grants them opportunities to express themselves. After all, through most years of experience and hard work, influencers know exactly what their audience expects from them – in short, what content works and what doesn’t. If you want to partner with creatives for their unique voice and expertise, don’t forget that!


via Crowdtap

Make a lasting impression
Just like influencers need to demonstrate their uniqueness, your brand needs to stand out among all the other businesses . Consequently, these questions arise:

What makes influencers the people you want to work with? Why exactly is your brand the best cooperation partner for influencers?

First impressions count. That’s why you should be very careful with your first message. Gather in-depth information before reaching out. Find out as much as you can about your influencers. What are their greatest passions ? How do they communicate and what do they pay special attention to in their content ? What is their signature move (flatlays, #ootds, or something else entirely) australia accountant email database ? Are they more humorous or serious? Are they passionate about environmental, social, or political issues?

Finding common ground will also help you understand your influencers better and therefore communicate with them in a completely different way. In fact, the mistake many brands make is to see influencers as mere business partners, so the relationship remains formal and impersonal.

Therefore, make sure to personalize each email . Be as authentic as you expect your influencers to be. Designate one person on your team to be the point of contact for questions and suggestions.

Also, read Kolsquare’s guide on how to turn influencers into your brand ambassadors . After all, this is the icing on the cake of influencer marketing. You don’t just pay key opinion leaders to mention your products or brand, but you establish a true collaboration based on mutual respect and appreciation.

Paying your influencers appropriately
Payment is another important aspect that unfortunately often poses