I’ve been working for a few years now with multiple brands per year. I have worked with brands in the music industry to emerging technology companies. When I reflect on what has made for a great partnership in the past, there are several themes that crop up over and over again. Conversely, there are other trends that come to mind when I reflect on what has gone terribly wrong in some of these partnerships. I hope to illuminate both sides of the coin equally and vividly.
In my opinion, influencer marketing is still an emerging field. Like anything else, there is going to be a learning curve. There are brands that chose to take the time to get it right. Yet others, clearly rushed to adoption without putting the right infrastructure in place. The intent where influencer marketing is concerned is for brands to be able to identify and partner with people who have a significant social following and voice in their respective niches. This partnership is usually created to raise awareness, drive traffic and/or sales to the brand in question.
Did you know?
According to Huffington Post, 65% of marketers are participating in the influencer marketing space. Many recent statistics also indicate that companies increased budget for influencer marketing campaigns in 2016 and plan to do so going forward. In addition, a few brands who are reaping the rewards of this kind of advertising are making a play for separate budget to fund influencer campaigns apart from all other advertising and marketing efforts.
It is safe to say, that influencer marketing will be sticking around for awhile longer. With some tweaking, planning and synergy between brand and influencer – this kind of marketing becomes a force to be reckoned with.
Here are the five things that brands need to know before getting into the influencer marketing game:
1) Make sure you have the right people handling your influencer outreach and engagement. Influencers are people. In particular, they are people who either hold a 9-5 job elsewhere or have multiple business endeavors. In other instances, it is their only business or if they are like me – it is a part in a larger consulting business. Imagine receiving tons of inquiries for sponsored posts, vlogs, events etc. per week. What will make your inquiry more compelling than the others? The way your inquiry moves to the top is by having competent and knowledgeable people on your frontlines. For example, I had a brand representative reach out to me for sponsored work. Over 10 plus emails or so she asked me a battery of questions about my influence to determine if I was right for them. The reality is: she should have done her homework and came to the table with less questions than more. She found me and my page which means something stood out in her searches. I run a business that doesn’t afford me the time to go back and forth over email with your representative that is doing this all for the first time. Turned out to be a troublesome partnership for me in the end and it was evident from the first engagement. Pay attention to who you have representing you.
2) Start small and have clear goals for your partnership. There is nothing more frustrating to influencers than you engaging them with great enthusiasm and no plan. Let’s flip it for a second, how likely is an influencer to garner your attention if they reach out to you with an informal email that indicates no real plan for their enthusiastic pursuits of a partnership? I am pretty sure that email will be deleted. The same holds true when you reach out to influencers. Your plan doesn’t need to be perfect, but you should have some plan and/or idea for moving forward with a partnership. Serendipity is fun as you move through fine-tuning the ideas for partnership, but please have some framework or foundation for us to work from.
3) Influencers are not an extension of your internal marketing or pr department. The reason why influencer marketing is all the rage is because it differs from the “buy me because we’re great” sales push that is synonymous with traditional marketing and advertising. Influencer Marketing is like hearing about that hot new product, event or service from your best friend. While not all people have bought into believing influencers – there are many who have followed the climb of their respective influencer or community of choice and therefore respect any recommendations coming out of those camps. To that point, you partner with influencers for our unique voices and perspectives in the market. The moment you decide to control or censor the voice our communities are accustomed to hearing; you have undermined the entire partnership. This isn’t to say that you can’t have a say or editorial influence to ensure the sponsored material meets your standards, but realize the whole point of this is not to be like your traditional marketing copy. If this is a sticking point for you, you may want to reevaluate.
4) Compensation matters. Whether you are a startup or a Fortune 500 should not matter. If you want someone to pitch your business or service to a community/following they have spent countless hours building- you have to pay for that. There are many ways to compensate influencers that don’t always involve dollars leaving your bank account for ours. For instance, I had a pretty well known accounting system vendor reach out to me to do sponsored work. Funny enough, I happen to use them for my own accounting. I simply asked for a year of free service in return for my sponsored content. Their representative returned my email with a “sorry, we don’t do that.” I bid her adieu and never looked back. Besides the poor judgment of not working with a current customer who enthusiastically would have promoted their company- it was clear they wanted my endorsement for free. Testimonials are one thing and sponsored content is something altogether different. You need to be able to compensate influencers. I’m personally tired of feeling like I have to pull it out of the company representative as to whether they intend to compensate or not. Expect to pay and be upfront about your budget. Some budget is better than nothing.
5) Etiquette and Business Protocol are welcomed. As mentioned above, influencers are either intrapreneurs working for someone or entrepreneurs in their own right. We do not exclusively work for you nor do we operate in accordance with your sloppy protocols and corporate practices. If your company is the sort that has a great idea one day and abandons it the next, you had better figure out some streamlined way of communicating in a timely and consistent manner where it concerns influencers. This may be a small line item in your marketing budget, that doesn’t mean that you fail to communicate when a campaign idea has been abandoned or in other cases when you are no longer manning a community of influencers. I surely hope you would not leave other business deals/partners in limbo – why would this seem like a reasonable way to operate with influencers?
These are just a few of the many considerations that should be driving your conversations about influencer programs internally. As I was writing, I realized there is far more to share. I truly enjoy partnering with brands to help illuminate their newest services and projects. The point is for this to be both fun and beneficial to both parties involved.
Brands: Share your best practices with me in the comments. Influencers: Share your tips for partnership improvement in the comments as well.