How Brands Can Build Strong Relationships With Influencers
One of the biggest challenges brands face when working with influencers is getting their attention and engaging them, according to Econsultancy. It can be quite a task for brands to build their relationships with influencers. And this hurts your campaign because weak influencer relationships automatically translate into inauthentic, half-hearted promotions.
You need to build a stronger relationships with the influencers you work with to improve the success and ROI of your campaigns. The goal is to make sure influencers grow to love your brand.
It’s not enough that you have a product offering that’s out of this world. You need to work on how you approach influencers and interact with them. This post is going to help you with that.
#1: Avoid Cold Influencer Outreach
When you’re trying to attract and engage influencers, it’s best to test the waters first. Maybe you just want to send out a generic cold outreach email for a one-off partnership. But if you’re planning to build a long-term partnership with them, you need to connect with them through other means first.
First of all, follow them and their posts through social media or through their blog. Try to like, share, or comment on their posts whenever applicable. But make sure your comments are insightful and add value to the influencer’s post so that they notice you. This is to ensure that when you do decide to approach the influencer for a partnership, they will know that you have been a fan.
The best thing to do is to begin your initial interactions with them as a person and not as a brand. It may be difficult for influencers to feel a connection with a brand. But with a person, it could be much easier. The goal is to make sure the influencer grows fond of the human face of the brand.
Example: What’s Cooking Good Looking
The screenshot below shows an interaction between Jodi Moreno of What’s Cooking Good Looking and a reader of her blog.
Although the reader may not necessarily be a brand representative, it’s an excellent example of how good and valuable interactions should be like.
- It is relevant to the influencer’s post, which is about hygee.
- It also adds value in that she mentions a brand of beans that’s perfect for the dish being made in the blog post.
- It also references how big of a fan she is as she talks about trying the different smoothies from the influencer’s collection.
To avoid wasting your efforts on commenting, make sure to look through the influencer’s past posts. Check out the comment sections and see if the influencer normally responds to comments from their readers. If they do, there’s a good chance they will also respond to yours. If not and if you still want to include them in the campaign, it might be better to do a cold outreach for that particular influencer.
You can also keep a lookout for when relevant influencers ask open-ended questions. Some influencers tend to try and engage with their followers and they do so by asking them questions. So if you see such an opportunity and it’s relevant to you, try to participate.
#2: Only Approach Influencers with Relevant Opportunities
Relevance is a crucial factor that can determine the strength of your relationship with influencers. It’s beneficial for your brand because you need to reach a relevant and receptive audience. It’s beneficial for influencers because they get to provide relevant content to their audience consistently.
In fact, a Crowdtap survey found that the biggest motivator for influencers to work with brands is if the opportunity is relevant to their audience. The study also found that 49% of influencers would work a brand more than once if the brand understands their interests and only approaches them with relevant opportunities.
So if you plan on building strong relationships with influencers, you need to do so with influencers who are relevant to your brand. That’s exactly why top clothing brands would partner with fashion and style influencers. And beauty and makeup brands would partner with beauty influencers. Similarly, consumer food brands would build relationships with relevant food influencers.
Read the full post on Shane Barker’s Influencer Marketing blog.