Influence marketing is helping brands big and small ignite their online and offline communities, increase brand awareness and nurture powerful relationships, when done right.
But as with anything in marketing, there are some who are doing it right and there are others who are burning more bridges than the ones they're trying to build - and many are making such mistakes without really understanding how they're damaging relationships.
There are also agencies who are claiming to help brands with influencer marketing who are also falling to spammy tactics which hurt brand reputation - often without the associated business even knowing. Every brand touchpoint is an impression of your brand. If an agency or a member of your team is spamming the inboxes of top industry or even micro-influencers with copy / paste spam messages begging for free tweets, I can guarantee they're hurting your brand more than helping.
Influencer marketing isn't about getting free tweets and coverage, it's not the same as earned media. Earned media = media you actually do something to earn. Many brands trick themselves into believing that they can skip valuing the influencers time investment in community as they lump it into "earned media."
You'll get out of influencer marketing what you put into it. If you invest time in building relationships, the payoff can be big. However, many brands fall to the spammy tactics and then blame it on the fact that influencer marketing isn't working. The truth is the person running the program never took the time to learn the strategies and tactics that really work.
Brand and social marketing leaders wanting to test the waters with influencer marketing must always also think "what is in it for the influencer?" How can I bring them mass value in working with our brand. The most successful influencer programs are when there's a partnership, when the brand and the influencer have common ground, beliefs, interests and a base to build a relationship. This is much of why micro-influencer marketing can be so successful for even brands with small budgets.
I developed episode 121 of the Social Zoom Factor podcast with a goal to help marketers - both brand new to influence marketing, as well as seasoned veterans - get the most out of their influence marketing programs.
The goal of this episode is to save you some heartache, wasted time and your reputation as you build, launch and execute your influencer marketing program.
I share tips from my experience in working with brands of all sizes, from startups to Fortune 100 brands, helping them develop and execute influence marketing programs, as well as from being an influencer myself. We get contacted by at minimum 10-20 brands per week wanting us to be an influencer for their brand.
Take a listen and learn the key elements of influencer strategy, and common missteps to avoid.
In this 30 Minute Episode You Will Learn:
- Why and how brands are confusing spam with influence marketing
- How to choose the right influencers and avoid choosing the wrong influencers
- The importance of doing your research on influencers before reaching out to them
- The importance of the influencer being able to drive real action to help you achieve your business goals
- Why trust matters with influencers
- How to build your team to succeed with influence marketing
- How to create value for the influencer as a top priority
- The importance of connecting the influencer with other people at your in person events
- The importance of respecting the influencer as a human being, not as a number to help you simply amplify your message
- How to decide if you should compensate influencers for their time
This is the fourth podcast episode in a series of conversations that will cover influencer marketing in detail. Take a listen and be sure to subscribe to the entire series on iTunes, Stitcher or SoundCloud.
- Audience Analysis Worksheet
- Influencer Marketing Definition, Benefits and Success Tips
- Influencer Marketing in a Nutshell (episode 96)
- Influence the Influencer -Co-Created Content in a Nutshell (Episode 97)
- Are You as Influential as You Think? (episode 98)
- How to Develop a Content Marketing Framework and Plan (episode 7)
- Social media and Influencer Marketing Launch Strategies (episode 35)
- Why Employee Advocacy Requires C-Suite and Employee Skin in the Game (episode 70)
- The Social Employee: Ignite Your Employee to Brand Advocates
- How to Build a Social Business Strategy & Plan (white paper)
- Brand Humanization in a Nutshell (episode 5)
How to Subscribe to Social Zoom Factor Podcast