Establishing Influencer Relationships
There are different ways to go about leveraging the power of influencer marketing. One way is to jump on a platform, have it connect you with a few influencers that fit your requirements, and to make an offer. The other way is to build organic influencer relationships through mutual goals, values, and interests. And of course you can find combinations of these two approaches. The best relationships develop the best results over time and are made authentically.
Let’s explore establishing influencer relationships:
1. Organic Relationships
Organic influencers are those who have used your product or service on their own.nSo if you’re an author and Tim Ferris buys your book, he might be a great person to build a relationship with. Organic influencer relationships differ from paid partnerships or collaborations.Of course if your influencer came to you organically, you would still have to pay them for a campaign. But, your following would find comfort and credibility in their message because of the past connection. The authenticity of an organic relationship relates to your brand,
2. Connect with Creativity & Enthusiasm
An influencer relationship is often initiated with a formatted pitch such as, “Here’s who we are, here’s what we want you to do.” However, when you have created an organic relationship, you can reach out with some creative inspiration. You likely know the influencer a little bit better and you know who their audience is. You can pitch some ideas for collaboration to them that they may find interesting or exciting. Note: you can also do extensive research on potential influencers that you find through platforms.
3. Trust Them & Communicate that Trust
Even if you’ve spent months researching a particular influencer and their audience, the influencer knows them better.
They engage with their audience several times a day and have been working for years to build that relationship and that trust. (This is why they are influencers and why you’re going to them for a partnership.) So when you’re pitching ideas and creating content, trust them to know their audience better than you do.
4. Offer Value and Understand They Have goals to Meet
It’s not enough for most influencers to simply make a buck from the collaboration with you. (This isn’t true for all influencers, but you probably don’t want to work with those who are only doing it for the money). Most influencers are fiercely protective of their vision, their message, and their audience. When developing a relationship with them, pitching, and collaborating, it’s important to keep in mind that they have goals beyond money. Learn and understand those goals. Work to make it a mutually beneficial partnership.
5. Do Your Diligence
It’s important to make sure that you’ve partnered with an influencer that fits your desired brand image. Understand their values, their mission, their history and their ethics. Also make sure that their audience and content is in line with yours.
It all starts by identifying what you want to accomplish with your influencer marketing campaign. Look at who buys your products, if anyone is already talking about you, and leaders in your industry. Start connecting with them online. Do your research and begin building relationships.
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