Go beyond the basics and build brand loyalty with influencer marketing
Most businesses know that retaining existing customers is the key to lasting success. Studies show that, across the board, customer retention outweighs customer acquisition. Drawing new customers to your brand is always desired, but building brand loyalty can solidify a winning marketing strategy.
But, did you know that this concept can also be applied to influencers in your strategy? According to a recent study, influencer marketing is a long-term strategy and investment that keeps growing annually. Any effective influencer marketing plan, then, should include long-term planning that focuses on relationship building with influencers. Forming meaningful, lasting relationships with influencers from their very first experiences with you will drive consistent returns, just like with loyal customers.
How do you build long-term influencer relationships from the get-go?
Step 1: Find and invite influencers that best represent your brand
An influencer that best represents your brand’s values may already be one of your best customers. The most authentic, enthusiastic endorsements will come from people who are already fans of what you do, so look within your current fan base and top shoppers to see if there are any individuals who fit your criteria. Explore like-minded events and digital platforms to find influencers who are making an impact with audiences you’re trying to reach. Map out how you want to invite and accept influencers. It’s important to fully develop an application process where you outline requirements and review criteria, so you are working with the right influencers that will generate the best content for your brand. In turn, influencers will feel like they can express their unique voice and understand if there’s a good mutual fit with your brand.
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Step 2: Make them feel welcomed, seen, and appreciated?
Brands may work with dozens of influencers at a time, but they should not overlook the importance of personalized communication with each influencer. A significant part of developing sustainable relationships with influencers is letting them know that their perspective and effort doesn’t go unnoticed by the brand, regardless of the scale of the brand’s influencer marketing program. Create a thoughtful onboarding program that includes outreach so each influencer has a personal connection with the brand. Use tools with FAQs, and assign each influencer a brand contact. Engage with their social media posts and content–after all, their posts are why you’re working with them! On special occasions, like with new product launches, deliver surprise and delight moments that give influencers really memorable personalized experiences. This will create a stronger sense of loyalty to your brand and lead to better content.
Step 3: Provide exclusive access, support, and incentives
Communication with influencers should be consistent and personalized as much as possible. Regularly offer brand updates and exclusive content so influencers feel included in your brand vision. Create a platform for influencers to reach out with ideas or provide feedback, so they know that you value their thoughts and concerns. Additionally, hosting webinars and live chat events will engage influencers and allow them a space to connect with each other–all of which will generate brand loyalty and a sense of community. An incentive program is an excellent opportunity to both motivate your influencers and reward them for their hard work. Part of communicating with your influencer community might be figuring out what types of incentives they most want or care about. Whether it’s commissions-based or free products, services, or experiences, incentive programs are highly effective in creating a connection to the brand and ultimately sustaining a long-term relationship for both the brand and the influencer.?