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How can you manage your SMO influencer relationships?

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Influencer marketing is a powerful strategy to boost your social media optimization (SMO) efforts, but it also requires careful management of your relationships with the influencers you collaborate with. How can you ensure that you get the most out of your SMO influencer partnerships, while maintaining trust, authenticity, and alignment with your brand goals? Here are some tips to help you manage your SMO influencer relationships effectively.

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IVY SIKA SMITH

Marketing and Communications | Strategic Reputation and Branding | Digital Marketing
Alanah L.

??Combining my love of food and amazing gadgets to bring people together ??Independent Thermomix Advisor #AskAlanah

1 Identify the right influencers

Before you reach out to any potential influencers, you need to do your research and find out who are the best fit for your brand, audience, and objectives. Look for influencers who have relevant, engaged, and loyal followers, who share similar values and interests as your brand, and who have a positive reputation and credibility in your niche. You can use tools like BuzzSumo, Klear, or Upfluence to discover and analyze influencers based on keywords, topics, or platforms.

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IVY SIKA SMITH

Marketing and Communications | Strategic Reputation and Branding | Digital Marketing
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Identifying the right influencers for my company depends on our specific goals, target audience, and the type of products or services we offer. Here are some categories of influencers we considered for our company: 1.Automotive Bloggers and YouTubers 2.Auto Journalists 3. Automotive Enthusiasts 4.Industry Experts 5. Influencers on Multiple Platforms Before approaching these influencers, we conducted thorough research to ensure they align with your brand values and image. Additionally, we evaluated their engagement rates, audience demographics, and past partnerships to gauge their suitability.

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Stavroula Staikou

Digital Marketing Manager at HALCOR | Effective and Inventive digital approaches in Heavy Industries
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Excellent contributions. Influencers are not only those starting conversations but also those taking one idea and evolving it with his own voice.

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2 Establish clear expectations

Once you have identified the influencers you want to work with, you need to communicate clearly and transparently what you expect from them, and what they can expect from you. This includes defining the scope, timeline, budget, deliverables, and metrics of your SMO influencer campaign, as well as the guidelines, policies, and creative freedom that the influencers have to follow. You should also discuss how you will provide feedback, support, and recognition to the influencers, and how you will handle any issues or disputes that may arise.

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IVY SIKA SMITH

Marketing and Communications | Strategic Reputation and Branding | Digital Marketing
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To establish clear expectations for SMO, we consider the following key elements: 1.Objectives and Goals 2.Target Audience 3. Content Strategy 4.Social Media Platform Selection 5.Engagement and Interaction: 6. Content Calendar 7. Key Performance Indicators (KPIs) 8. Monitoring and Reporting 9.Budget Allocation 10. Timeline and Milestones 11.Team Responsibilities

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3 Build long-term relationships

One of the key benefits of SMO influencer marketing is that it can help you build trust and loyalty with your target audience, but this also depends on how you nurture your relationships with the influencers themselves. Instead of treating them as one-off transactions, you should aim to develop long-term partnerships that are based on mutual respect, appreciation, and value. You can do this by keeping in touch with the influencers regularly, providing them with exclusive offers, incentives, or opportunities, inviting them to join your brand community or events, and featuring them in your own content or channels.

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4 Monitor and measure performance

To ensure that your SMO influencer relationships are delivering the results you want, you need to monitor and measure their performance regularly. You should track both quantitative and qualitative metrics, such as reach, engagement, conversions, sentiment, feedback, and referrals, and use tools like Google Analytics, Hootsuite, or Mention to collect and analyze data . You should also share your findings and insights with the influencers, and ask for their feedback and suggestions on how to improve your collaboration.

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5 Adapt and optimize your strategy

Finally, you should always be ready to adapt and optimize your SMO influencer strategy based on the data, feedback, and trends that you observe. You should test different types of content , platforms, formats, and messages with your influencers, and see what works best for your brand and audience. You should also keep an eye on the changing preferences, behaviors, and expectations of your target market, and the evolving best practices and regulations of SMO influencer marketing. By being flexible and responsive, you can ensure that your SMO influencer relationships remain relevant, effective, and beneficial for both parties.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Alanah L.

??Combining my love of food and amazing gadgets to bring people together ??Independent Thermomix Advisor #AskAlanah
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I'm personally not a fan of influencer marketing - it's an overused phrase and can appear inauthentic. For the small businesses I prefer to work it makes more sense to think of 'collaborations' and building 2 way relationships. The principals in this article can be applied in the same way and, done well, is a brilliant way to expand your reach

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How can you manage your SMO influencer relationships?

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1 Identify the right influencers

2 Establish clear expectations

3 Build long-term relationships

4 Monitor and measure performance

5 Adapt and optimize your strategy

6 Here’s what else to consider

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