If you’ve been around digital communications awhile, you’ll recognize this pattern: A digital tactic becomes the subject of focus, everyone begins “doing it,” fails to properly execute for a variety of reasons, and then casts the tactic aside as useless.
Now here we are with Influencer marketing.
Influencer marketing does work. Here’s how to improve your chances of a successful campaign.
- Be transparent. Properly disclose your intent in establishing a relationship with an influencer and what that relationship entails. Are you paying them in any form, be it cash or product? Say so. Also make sure the influencers you work with are also being transparent.
- Focus on influencers in YOUR industry. Don’t rely on random tools that label a person an influencer and proceed. Vet that person to ensure they actually focus on your industry. Understand their angle. They may not actually be in support of your business. They may advocate against what you are about. That can be embarrassing.
- Build relationships with influencers. Relationships take time to nurture. It requires give AND take. Don’t expect immediate, dramatic results.
- Measure outcomes. You should be able to see the impact of influencer communications over time, from conversations swayed in your direction by influencers all the way to direct lead inquiries. Pay attention, listen and look for the clues that demonstrate the impact of your efforts.