Improve the flow of information between brands and influencers
As you build your influencer marketing program, implementing good communication practices should be a top priority. Not only is open, reliable communication crucial for long term success, it is also a necessity in ensuring that your program will run smoothly. Brands that prioritize high-quality communication and make it a standard in their partnerships stand out from the crowd.
There’s a direct link between communication and productivity: teams that communicate effectively may increase their productivity by as much as 25%, according to a McKinsey study. According to a 2021 study by SoftActivity, 50% of U.S. employees say that ineffective company communication causes workplace stress. By improving communication, employees experience less anxiety and increase their productivity.?
We all understand why internal team communication is important, but why is regular communication with influencers also imperative? How might it be a fundamental component in your influencer marketing strategy??
Remember: your influencers are your direct link to your target audience. They are your brand ambassadors and often, they’re the most trusted voice for customers on new products and brand services. By keeping them well informed on company news and product updates, you show influencers that their work and their vision are important to the brand. Keeping influencers well-prepared with information about the brand and establishing regular communication builds trust and leads to increased brand loyalty. Not to mention, giving them more information on products will only support them in their endorsements of your brand! It’s a win win.?
Open communication is a key condition for brands to foster trust and commitment in their influencer teams. According to a study by Lexicon, more than 80% of Americans believe that employee communication is critical for developing trust with employers. The more information influencers have and the more they trust your brand, the more engaging and authentic their branded content will be. Ultimately, this will help to draw engaging customers and improve sales!
To help you establish reliable and open communication practices, here are 4 tips on how to effectively communicate with influencers.?
TIP 1 - Be professional, positive, and welcoming
Make sure all your communication with influencers is thoughtful and informative, just like how you would want to communicate with potential business partners or customers. Include high-quality copy and polished images in your newsletters or emails, so your communication feels detailed and carefully planned. Proofread everything–no one likes sloppy copy! These small details make a big difference in showing a high level of professionalism and care. Personalization?goes a long way in making influencers feel special, so personalize your communication when possible. Influencers are more likely to feel welcomed and valued for their contributions by receiving personalized communications that convey professionalism and positivity.
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TIP 2 - Reach out via different options
In our current digital landscape, there are infinitely more ways to connect–so why not utilize multiple venues to build your relationship with influencers? Email might be your most traditional and reliable form of communication, but consider integrating other platforms into your marketing strategy.
Hosting monthly webinars is a great way to stay in touch with influencers and to solicit feedback. Webinars also provide a space for influencers to talk directly to your team and build trust in your brand. For quick and direct connection with your influencers on a more frequent basis, use mobile messaging channels. With tools like AMI, you can communicate with your influencers instantaneously with in-app messaging and push notifications. Keep you and your team organized with a centralized platform and you’ll have control over the timing, content, and audience for all your updates.
Lastly, don’t forget about the social media platforms that influencers know best: Instagram, Facebook, TikTok, Twitter, etc. While a DM may seem casual, remember that influencers often conduct their businesses there. If anything, DMs on Instagram might facilitate more direct and easy-going conversation! Having a variety of communication channels ensures that you’re always within reach.
TIP 3 - Show consistency
As you build your communication strategy, start with a great first impression by planning out comprehensive onboarding that captures your brand, values, and vision. When you first start working with an influencer, communication should be frequent so that you can answer their initial questions and concerns. Like with any new job, the first few months are an adjustment period to learn the lay of the land. After the first few months, you should still be consistent in your communications over emails or webinars on a more spaced out basis (i.e. bi-weekly or monthly). The most important thing, however, is to reach out regularly and keep influencers informed and engaged.?
TIP 4 - Deliver relevant, timely content
Consumers often rely on influencers for product reviews before they make a purchase themselves, so it’s essential to keep influencers informed on the latest product launches and special features. The more influencers know, the more authentic their endorsements will be. Share company news and announcements as a way of incorporating them into your team. Generate excitement by offering special perks, bonuses, and giveaways. Providing a unique experience for your influencers will show them your appreciation for their hard work. The world of social media moves so quickly that these timely updates about new products and promotions will be essential in making sure your influencers have the information they need–and in the time frame they need–to make quality content that yields engagement from their audience.?