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It’s no longer a secret that consumers trust the recommendations from people they know above all else. This explains why many companies today are working with micro and macro influencers to push brand awareness far and wide. If you’re looking to build a strong influencer program for your brand, here are five tips to help you succeed.
Identify your goals and strategy
To build a strong influencer program, you need to first establish what you want to achieve and how you plan to do it. This is the stage to ask yourself critical questions like ‘What are you trying to be recognized for?’ What targets are you looking to hit in the short-term and long-term?’
When you have figured out your goals, you also need to develop your strategy, which can be tailored to meet the objectives. Your strategy should consider the markets you want to prioritize and make provisions for the peculiar nuances of each market. You also need to determine the platforms your target audience visits the most.
Identify the right influencers
The next step is to research for influencers that align with both your strategy and goals. It’s important to keep in mind that finding the right influencers may not happen immediately, as you will need to study the marketplace to identify influencers with a shared enthusiasm for your niche and message.
It also helps leverage tools or agencies that provide insights on influencer accounts such as affinity interests, audience health checks, location data, and more. Also, you might want to consider factors such as the influencers having a loyal fan base and how they engage with their fans, as this is a major determinant of conversion rates for brands that partner with them.
Build authentic relationships and parameters
At this stage, you need to establish a relationship with the influencers you have selected. Your goal should not be to demand their attention or make a sales pitch but to build a relationship by interacting with their posts. This will help conversations become more engaging and less forced.
Once you have built a connection with your influencers, set up a briefing where you can exchange ideas and establish content that will benefit both parties' interests; with this understanding, an agreement or general contract can be developed and signed. It should spell out what is expected from both parties.
Foster relationships
There are many ways to foster your relationship with contracted influencers, and one of them is being open-minded to suggestions from them. It’s important to note that even though you have your goals and strategy, the influencers already know their audience and work.
Going further, if the partnership between your brand and the influencer yields the desired results in a short period, you might want to extend the contract. Also, if you know any similar brand (not a competitor) that you think an influencer will like, put it on their radar. The idea is to find ways to strengthen and prolong the partnership.
Monitor the results
Building a strong influencer program will require you to constantly evaluate the program by analyzing what worked and what didn’t. Track social media shares and posts, and see which influencer had the most impact on your goals. Don’t be afraid to implement adjustments or expand it to similar influencers if things are going well.
In conclusion, Building an influencer program is one of the most effective types of marketing as it can help your brand become known by a much larger audience in a short time. If you feel that influencers can benefit your brand, make sure you carefully develop your goals, strategy, and details of the contract before you leap.
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