The Dangers of Being Inconsistent with Your Influencer Marketing Efforts

Influencer marketing is a long game. Meaning, it’s generally not a tactic that provides overnight results. It takes time to initiate and build relationships. It takes time to earn trust and credibility. And opportunities don’t always present themselves right away. If you have an influencer marketing strategy and plan, it’s essential that you are consistent with your efforts.


First Impressions Matter, But They May Not Happen When You Think They Do

Have you ever met someone and then a few weeks later you meet them again and they say, “It’s so nice to meet you” and you’re thinking, “We’ve met before.” This happens online all the time (and offline too).

There’s just so much information vying for our attention, and we meet so many people that sometimes you feel like you’re making a first impression (and maybe you are). But maybe that person isn’t going to remember you.

With influencer marketing, you must be consistent with your engagement. You must connect with your targeted influencers on a regular basis and you must be consistent with your professionalism and value. Make sure that every impression you leave them with is a positive one.

Credibility, and Trust, Take Time

Many influencers are fiercely protective of their followers and their own online reputation. They’re only going to recommend the best. And let’s face it, that’s the way it should be. If you’re inconsistent with your engagement efforts it will take a lot more time to earn their trust and to position yourself as a credible expert.

Think about this; would you recommend a business that you have consistently positive communications with, or one that you engage with occasionally? Chances are you’re going to feel more favorably about the business that you have a consistent relationship with.

Opportunities Present Themselves, You Must be Present as Well

If you only connect with your target influencers from time to time, you may miss out on key opportunities to promote your business. An influencer may ask questions, promote relevant products or services, or post on a topic that you’re extremely knowledgeable about. If you’re not engaging on a regular basis, you will miss these opportunities.

So, What is a “Consistent” Basis?

There are two levels of engagement and activity that you want to consider. The first is how often you tune into the influencer to see what they’re posting and who they’re engaging with. That should be done daily. Stay on top of what your influencers are doing and saying online.

The second is how often you post, comment, and engage online. That should be done weekly at least. However, be sure to offer value whenever the opportunity presents itself. That may be five times next week and only once the week after that.

Don’t let your influencer marketing efforts slip. The more you engage with your targeted influencers, the better. You’ll reach your goals more quickly and have better results.

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Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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