Why is Listening to Your Influencers So Important?

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By Courtney Moser

Every now and then, it’s important to remind ourselves of Ferris Bueller’s wisdom: “Life moves pretty fast. If you don’t stop and look around once in a while, you might miss it.”

Life does move fast – and the business world is even more accelerated. Between deals, deadlines, changes and campaigns, there’s often little time left for analysis and reflection. But influencer marketing is best when brands and influencers take the time to listen to each other and collaborate. A successful influencer marketing campaign is aligned with the following best practices:

  1. Build manageable campaign deadlines
  2. Set campaign goals to measure success
  3. Fully integrate your influencer marketing
  4. Pick the right social platform
  5. Find the right influencers
  6. Communicate frequently
  7. Provide feedback to your influencers
  8. Scale, and repeat

A large part of finding the right influencers, communicating frequently and providing feedback to your influencers is listening. It comes down to knowing who you’re working with – who you’ve enlisted to represent or promote your brand – and how they do business. Tied into the necessity of listening is the importance of acknowledging your influencers skill set and knowledge within your overall campaign strategy.

“The best conversationalists always start with listening… as do the best marketers,” according to this article.

There’s a reason you’ve partnered with influencers: they bring something to the table that your brand needs for a successful campaign. Not only do they have the attention of your target audience, but they are likely well versed in blogging and social media best practices. In this instance, they are the experts, and you can learn from them.

As this Forbes article says: “Influence isn’t just having a lot of followers. It’s also driven by expertise and credibility on subject matter and the relationship between the influencer and his or her followers.”

When is the best time to post on Instagram, for example? Is your campaign hashtag catchy and shareable enough? Ask – or at least be open to – feedback from your influencers, just as you provide feedback to them. Listen to your influencers’ ideas and suggestions because they are the ones who are “in the trenches.” And in this campaign setting, their success is your success.

What have you learned from your influencers? Which best practices do you prioritize when it comes to influencer marketing? Share your thoughts and expertise in the comments below!

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