How do you keep influencer relationships strong?

Influencer marketing is a powerful way to reach your target audience, boost your brand awareness, and generate conversions. But it's not enough to just find and pay influencers to promote your products or services. You also need to build and maintain strong relationships with them, so they can become loyal advocates and partners for your brand. In this article, you'll learn how to keep influencer relationships strong, and avoid common pitfalls that can damage them.

1 Choose the right influencers

The first step to keeping influencer relationships strong is to choose the right influencers for your brand. You need to do your research and find influencers who share your values, goals, and vision, and who have a genuine interest in your niche and your offerings. You also need to consider their audience size, engagement rate, and relevance to your target market. Don't just go for the most popular or cheapest influencers, but look for those who can deliver quality content and results for your brand.

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Nycole Hampton

Integrated Brand Marketing Leader | Speaker | Adjunct Professor
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Ideally you'll choose partners who already like your brand. If that doesn't work, find people who will test it and become quick fans so it shines through. You also want to make sure their audience responds well to the type of product and content you're partnering on.

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2 Communicate clearly and respectfully

The second step to keeping influencer relationships strong is to communicate clearly and respectfully with them. You need to set realistic expectations, provide clear guidelines, and offer constructive feedback. You also need to respect their creative freedom, their time, and their opinions. Don't micromanage, pressure, or ignore them, but instead, listen to their ideas, suggestions, and concerns, and show them that you value their input and expertise. You also need to communicate regularly, and keep them updated on your campaign progress, goals, and results.

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3 Reward and recognize them

The third step to keeping influencer relationships strong is to reward and recognize them for their work and contribution. You need to pay them fairly and on time, and offer them incentives, discounts, or freebies. You also need to recognize them publicly, and show them appreciation and gratitude. You can do this by featuring them on your website, social media, or newsletter, by giving them shoutouts, testimonials, or referrals, or by inviting them to exclusive events or opportunities. You also need to ask for their feedback, and show them how their work has impacted your brand.

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4 Support and engage with them

The fourth step to keeping influencer relationships strong is to support and engage with them on their platforms. You need to follow them, like, comment, and share their content, and tag them when relevant. You also need to support their growth, and help them reach new audiences or opportunities. You can do this by collaborating with them on joint projects, by introducing them to other influencers or brands, or by sponsoring their giveaways or contests. You also need to engage with their followers, and respond to their questions, comments, or reviews.

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Nycole Hampton

Integrated Brand Marketing Leader | Speaker | Adjunct Professor
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Not enough social teams engage with influencer content brands are putting out. That is a major misstep. Make sure your social team knows when every influencer post is going live so that they can engage not just with the creator but their audience when appropriate. This is not their chance to "sell" or be annoying but it is a place to help answer questions and appreciate current brand fans showing love in the comments.

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5 Be transparent and honest

The fifth step to keeping influencer relationships strong is to be transparent and honest with them. You need to disclose your relationship, and follow the rules and regulations of influencer marketing. You also need to be honest about your brand, your products or services, and your goals. Don't lie, exaggerate, or hide anything from them, but instead, be open and authentic. You also need to be honest about any issues, challenges, or mistakes, and address them promptly and professionally.

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6 Nurture long-term partnerships

The sixth and final step to keeping influencer relationships strong is to nurture long-term partnerships with them. You need to treat them as more than just a one-time transaction, but as a valuable asset and ally for your brand. You also need to keep in touch with them, and show them that you care about their success and well-being. You can do this by sending them personalized messages, cards, or gifts, by celebrating their milestones or achievements, or by offering them ongoing support or advice. You also need to look for ways to grow and evolve with them, and explore new possibilities or opportunities for collaboration.

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Nycole Hampton

Integrated Brand Marketing Leader | Speaker | Adjunct Professor
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When a strong relationship is coming to a close I always like to welcome creators to share new ideas as they come. This shows you as a brand just how interested a creator is and also shows them you value their ideas. No one is asking for fully baked ideas for free but I will say most creators who follow up with new ideas tend to be partners we keep going back to. It shows how much they care about the brand to take the time.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you keep influencer relationships strong?

1

2

3

4

5

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1 Choose the right influencers

2 Communicate clearly and respectfully

3 Reward and recognize them

4 Support and engage with them

5 Be transparent and honest

6 Nurture long-term partnerships

7 Here’s what else to consider

Influencer Marketing

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How do you keep influencer relationships strong?

1

2

3

4

5

6

7

1 Choose the right influencers

2 Communicate clearly and respectfully

3 Reward and recognize them

4 Support and engage with them

5 Be transparent and honest

6 Nurture long-term partnerships

7 Here’s what else to consider

Influencer Marketing

Rate this article

Thanks for your feedback

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