If you know anything about influencer marketing, it’s that influencer relations are the bread and butter of this marketing operation. Without influencers, you won’t be able to reach your audience.
Despite this common-sense standpoint, many marketers still stumble when it comes time to actually work with influencers. If you need some quick ways to better your relations with your influencers, follow these tips.
1. Use an Influencer Marketing Platform
Most influencers prefer to work with companies through an influencer marketing platform. The platform offers influencers better protection and the ability to connect with more companies. It can also give them the ability to reach out to companies they want to work with rather than waiting around for someone to contact them.
These platforms also have many benefits for your company. If you’re not already using an influencer marketing platform, consider making the switch today.
2. Sharing Is Caring
You want your influencers to give you mentions and shout-outs. You want them to tag you and your products. You want them to share your content with their followers.
Do you reciprocate? “Sharing is caring” should be your mantra when it comes to influencer relations. If you’re not giving your influencers access to your network by occasionally sharing their posts or mentioning them on your channels, your relationship is lopsided.
Don’t be the brand that doesn’t reciprocate. Give your influencers a shout-out when they’ve done a great job.
3. Build Influencer Relations
Don’t forget this is a relationship-building exercise. While influencers aren’t necessarily your friends, you should treat them like friends or business partners. You’re mutually invested in each other’s success. As they grow their audiences, their promotions of your product will reach further. It’s a two-way street, and it’s not a short-term marketing fix!
Think about how you maintain business partnerships. You probably don’t need to have an in-depth conversation about the influencer’s cat, but checking in on a regular basis isn’t a bad idea.
4. Show Your Appreciation
Sometimes, all it takes to improve influencer relations is a simple “thank you.” Consider sending your influencers a quick message, thanking them for their content and contributions. If you want to get fancy, you can send them something more. Perhaps a paper card or a small trinket is enough to demonstrate your appreciation. Maybe you go all in and offer them something exclusive—for your influencers alone.
Keep in mind this should be “above and beyond” anything the influencers expect in the contract they have with you. Sending free products the influencers were promised in their agreements doesn’t count as a token of your appreciation. Something small and unexpected will often suffice!
5. Be Honest about What You Want
Just like any other business relationship, influencer relations come with certain expectations and goals. Be sure you communicate those goals and expectations clearly to influencers. If not, you could wind up in a sticky situation.
When you and the influencer are on the same page, you’ll have a much easier time managing the relationship. If you have different expectations or you’re not upfront and honest about them, you could end up creating hostility between your company and the influencer.
Good communication permeates every aspect of doing business today. Influencer relations are no exception. Being honest and communicating expectations are examples of what you need to do when it comes to communicating.
Be clear and concise. You should also be professional. You want your influencer relations to be warm and cordial, but these people are not your best friends.
7. Tackle Issues Head-On
The second you’ve identified an issue with an influencer, be prepared to tackle it. If the influencer is upset or has misunderstood something, ask, “How can we correct this?” If the influencer’s behaving in a way you dislike, don’t beat around the bush. Address the concern immediately.
With these quick tips, you’ll be able to improve your influencer relations in a breeze.