The next step after launching your influencer marketing program
The landscape for social media and influencer marketing has changed drastically in the last five years. Since all social media platforms, from newer arrivals like TikTok to existing powerhouses like Instagram, constantly change the types of content that perform well in their algorithms, each channel has required its own unique marketing strategy.
The same can be said about influencer marketing, but with the added complexity that both individuals and various social media platforms are folded into a single marketing channel. When done well, an effective influencer strategy maintains high touch points with individuals while also creating a broader sense of community.
Brands that invest in building sustainable, long-term relationships with their influencers are the ones who will maintain genuine connections with their audience and receive authentic endorsements from their influencers. Ultimately, cultivating a community with influencers leads to better content, more engagement, and greater revenue.?
Here are our top 3 tips for cultivating an influencer community:
TIP 1 - Get to know your existing influencers?
Building successful relationships with influencers means leading with openness and curiosity. An influencer community is not merely a group of distant business partners! Similar to identifying your target audience, ask your influencers what they like about your brand and what their favorite products are. Where are they spending the most time online? What is their favorite platform for sharing content, and what’s their favorite type of content to share? Clearly understand what their goals are as an influencer. Asking these questions not only establishes a personal connection, it also provides key insights into their preferences and the audiences that you want to reach. Build a profile on each of your influencers with the information you gather so you can develop meaningful, individualized communication. These profiles will help you effectively communicate with individual members of your community with details that matter most.
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TIP 2 - Consistently connect with your community
Strong communication is at the heart of every relationship, and it’s important to remember that regardless of scale, an influencer community is only viable if it has open and consistent communication. Personalize your offerings and communication as much as possible to show each influencer that their relationship with the brand is valuable and special. Be sure to share company news so the community knows they are an important part of the larger brand vision. Keep influencers in mind for exclusives, like new product launches or services. Offering new content fresh to them is a great way to generate excitement and to show them that they’re appreciated. These exclusives will help you solicit even more genuine and enthusiastic content.?
TIP 3 - Provide opportunities for the community to be heard?
As the saying goes: communication is a two-way street! It is important to provide opportunities for influencers to share their ideas and give feedback. Conduct surveys periodically to see how they’re feeling about certain products or services, and whether they have any concerns. Host live chats and events, whether virtually or in person, so influencers can have a chance to share ideas with other members of the community as well as the brand. Offer one-on-one connections with internal team members to listen to their interests, ideas, and concerns. These opportunities will go a long way in making influencers feel appreciated and valued for the work they do, and their ideas can even prompt exciting new marketing strategies!