Make sure you're collaborating with influencers in the best way possible
Whether you're brand new to the influencer marketing game, or just want to ensure your next campaign is flawless, read on to find out how to ensure your influencer has an A+ experience and why it is so important.
How to do it
Give the influencers everything they need and more! Create a brief to include information about your brand, and most importantly be clear with your objectives and deliverables. The more information you can give, the better.
Give them the premium service
Does your brand have a “standard” and “premium” service? If so, ensure that your influencer/s alway receive the premium service. For example, if you’re an airline you wouldn’t seat your influencers in economy or premium economy. They should be seated up front in first class with all the bells and whistles. If their experience is amazing, then the content they share with their community will be amazing!
Treat them like royalty
Treating your influencers like royalty is all about creating an experience and making them feel special. Little extras like goodie bags or freebie products go a long way with influencers and create
Don’t make them pay for anything
Promoting your brand shouldn’t cost the
Don’t forget the finer details
It’s the little things that make the biggest impact, so a small gesture of thanks (whether it be a thank you card or a small gift) won’t go unnoticed. Make it known to your
Understand their value
It is critical to understand that an influencers value stretches far beyond the reach of their content. Your thanks and appreciation shouldn’t end once their content is uploaded, and nor does their influence. For example, content creation, feedback, word of mouth and personal friends and family networks, all have value outside of their deliverables and are all extremely valuable to your brand.
Don’t be stingy
For an influencer campaign to be successful, you need to be ready to invest in it. When you have a budget to invest in influencer marketing, the process is much more collaborative in terms of negotiating content, timelines and execution dates. Plus, paying an influencer for their role in the collaboration ensures more time and effort is spent creating better, high-quality content.
Don’t exclude +1’s
If you’re hosting an event or experience, ask your
Make it easy to create great content
Generally speaking, influencers are all about creating aesthetically pleasing content that inspires, informs, entertains and/or promotes, so if you want your influencers content to be a success, ensure they can take great photos in real time! Good lighting is key to getting the best shot, especially when talking about photo content from a camera phone. But just as important is branded content, whether it be balloons or business cards, if done with a spark of creativity, can be the perfect prop for influencer content. If you want your influencer to post imagery that will ultimately lead their followers to your account and increase brand awareness (a huge win and KPI!), these finer details are crucial.
Loaning a product? Organise its return
In the event that you are loaning your
Why it is important
Influencers are engaged to highlight the best parts of the brand, so if they don’t receive the best treatment and experience, how and why should they share it. Whether it is a complimentary upgrade, additional products “just because” or the invitation to bring a friend along, whatever you can do to make their experience the best, you should. Influencers can become loyal customers, partners or even brand advocates based on their experience. Although it might be complementary, to begin with, they could return as a paying customer, so treat them as you would any other customer who you would like to spend money with your business.