Influencer relations is a very important part of an influencer marketing strategy. This allows brands to build a long-lasting relationship with influencers as well as making sure their brand receives the exposure it requires.
Many brands work with influencers without an influencer relations strategy in their marketing strategy. They mostly dictate to influencers what to post or how to do their job. But brands are not to blame because influencers at times become a liability for most brands because of what they do online.
Influencer relation is a two-way process whereby brands and influencers play a role to ensure their part is according to what has been agreed upon. Having a working document that will guide both parties is very important as this will yield the results needed and can be used as a measuring tool.
Here are a few focal points on how to ace your relationship with influencers:
- Allow them to have creative freedom, just ensure you give them a brief of your brand, product, and expectations.
- Choose relevant influencers you believe can be beneficial to your brand.
- Offer influencers fair compensation, respect them because they know their worth.
- Allow them to create a content posting schedule accordingly, they know what works on their platform.
- Make your outreach to influencers a more personal one, invite them for coffee and tell them you would like to collaborate.
One can see that Namibian brands are becoming comfortable working with influencers as you can see collaborations happening. But what’s worrying is that most of them do a once-off collaboration with an influencer and that’s it. Question is, why is this happening? Were their expectations not met? Was it a once of a project or do they have a relations strategy in place.
Whether we turn a blind eye to it or plain ignorance, the online world is being ruled by influencers. The longer you wait, the more opportunities are passing you by. There will always be that executive that would question modern day marketing methods and compare it to the power of the media. Media is powerful, no doubt about it but influencers are powerful in their own right, and one bad/good review can get people talking about your brand. They can rally their loyal troops online.
Influencer relations is about giving life to your brand and one-on-one awareness. If your brand collaborates with influencers, you need to have an influencer relations strategy in place. Influencers can help your brand; they can become advocates and besties that you needed all along. Media relations is old school but not obsolete but influencer relations is the new kid on the block and its giving.
*Alvaro Mukoroli is the founder and Chief Strategist for Alvaro Media Group
