Summer Loving: How to Turn an Influencer Fling into the Real Deal

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By Courtney Moser

 

Sunset walks on the beach, pina coladas, sponsored blog posts…

Is it more than just a summer fling? When it comes to building a successful influencer marketing strategy, your seasonal partnership should last far past September – and continue to drive results all year long.

Influencer marketing is at its most effective when centered around relationships. Together, a brand and an influencer can increase product awareness, brand affinity, website traffic, intent to purchase and more. How? When you partner with an influencer, make sure their content and audience align with your brand mission and campaign goals – and then offer value in return. We dive further into how to turn an influencer fling into the real deal below.

Tips for creating influencer relationships that can go the distance:

Build on a foundation of mutual respect: So you like an influencer – but is your admiration reciprocated? As Forbes says: “Effective partnerships start with identifying influencers who already love your brand or have engaged social followings that align with your company and offering them some data-driven creative guidance.”

Commit for the long haul: Your attitude going into a brand-influencer partnership is crucial. You should start out the relationship with commitment in mind – this sets you both up to work together for the common goal of educating consumers, reaching new audiences, sharing product features, and so on.

Prioritize communication: Clear expectations and feedback are important when you’re building a partnership – this sets the tone for future projects and opens the door for effective communication and successful results. Don’t turn to the silent treatment when something doesn’t go as planned!

When you take the time to build a long-term relationship with your influencers, they can move from one-time associates to brand ambassadors who increase authenticity and trust among consumers. As said in this blog post, “The best influencers drive action – they spur their readers and followers to do something, rather than just listen.”

Looking forward, 83 percent of brand marketers say that “identifying and building one-on-one relationships with industry key influencers” is a top priority this year. Are you ready to take your influencer relationships to the next level? To learn more about establishing successful influencer relationships, contact the experts at Find Your Influence today.

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The Value Of Brand Ambassadors Vs. “One And Done” Customers

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By Courtney Moser

 

“True influence drives action, not just awareness.”

This quote from marketer Jay Baer illustrates a major difference between long-term brand ambassadors or advocates and one-time customers. Are you driving action or just awareness? What about your influencers? The key lies in your brand objectives and campaign strategy. Determining your intentions for an influencer marketing campaign will set the stage for everything that follows.

If you’re focused on pushing a specific product through a short-term campaign, for example, you’re likely to end up increasing awareness with one-time customers. But if you enter into a campaign with the idea that you’re building a relationship with influencers and connecting with future customers, you’re more likely to gain brand ambassadors and see long-term results down the road.

In fact, a recent study found that building brand ambassadors is the most effective influencer marketing strategy. Why? It takes us back to the basics of influencer marketing: the reason that its thriving over more traditional ads and methods. Effective influencers have an ongoing relationship with brands they admire and purchase from personally – increasing authenticity and trust with consumers (and ideally, future brand ambassadors!).

Influencer marketing isn’t just about selling products or services right now, it’s about increasing brand awareness, brand affinity and intent to purchase in the future. And this is done by way of meaningful connections with influencers and consumers (with mutually beneficial value) through quality content and genuine engagement.

“At its core, influencer marketing is the latest iteration of word-of-mouth marketing. You like something, you tell two people, they tell two people and so on,” said Find Your Influence founder Jamie Reardon.

The best influencers drive action – they spur their readers and followers to do something, rather than just listen. These actions vary, from following the brand online to clicking to their website to making a purchase to recommending the brand to more people. That wealth of possibilities illustrates the power of influencer marketing: Ultimately, the influencers you work with will become brand advocates or ambassadors, and inspire consumers to become them as well.

How can you help your influencers drive action? It goes back to your brand objectives and campaign strategy – make sure you’re giving them value and content worth sharing. And of course, choose the right influencers to represent your brand. Partnering with influencers you admire and trust – who bring something fresh to your brand – will make a long-term relationship easier.

“Businesses turn influencers into ‘brand advocates’ by providing them with personalized experiences that motivate them to share positive brand impressions with others,” as said in this MediaPost article.

By now, it should be clear why we recommend working with influencers who can deliver long-term results and inspire consumers to become brand advocates – instead of just “one and done” customers. After all, who doesn’t want long-lasting success?

If you have more questions about influencer marketing campaigns and strategy, don’t hesitate to reach out to the Find Your Influence team here.

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