There’s a terrible trend occurring in the world of influencer marketing.
We see it time and time again. Brands partner with influencers. They sponsor a set number of posts. They let the influencer publish them. And…that’s it. That’s the extent of their collaboration.
This is bad. Brands need to be engaged in their influencer marketing campaigns. They need to work with their partners, come up with new strategies, and pool resources to drive results. Let’s discuss ways brands can contribute to their influencers’ campaigns to support engagement.
1. Don’t Limit Yourself to Posts
Text posts will be the meat of your influencer’s content campaign, but don’t stop there. Shell out a little extra to help your influencer develop specific content that will be of value to your target market. For example, instead of just paying your fitness influencer to promote your electrolyte drink in a post, have him or her create a video that lists the benefits when compared to water. Provide your influencers with the research and the tools they need to make this happen.
2. Help Them Define Their Channel
As marketers know, well-defined messaging is a must for any type of marketing success. You have to know what you’re saying and who you’re saying it to. This is obvious when you measure the success of your digital marketing strategies, such as your email drip campaigns, but social media is a bit different. On social, people can build huge followings without defining a specific message for their channel.
Work with them to define their channels if they haven’t already. This will help them focus their content for higher engagement with their markets and will tell you how best to contribute to their campaigns.
3. Sponsor Contests
Everyone loves a contest, and as the corporate sponsor of your influencer, it’s up to you to provide the goods. Work with your influencer to create campaigns around contests, promotions, and giveaways. This is a time-tested way to generate excitement on social channels, but your influencer will need you on board to make it happen.
4. Develop Their Skillsets
Remember, your influencers aren’t marketers. While they might have experience building their personal brands, they’re likely uninitiated in the finer points of digital marketing. Use your resources and help them out.
Teach them the basics of calls-to-action, identifying audience segments, writing social media copy, and even SEO. It’s not about changing their message—it’s about giving them the tools they need to deliver your posts effectively.
5. Reign Yourself In
There’s a fine line between effective marketing language and promotional drivel that makes your audience cringe. And while we hate to say it, a lot of brand messaging falls into the latter. Be choosy about what type of content you want to push through your influencers.
Many young influencers will be shy about standing up to their corporate partners. Even if your suggested posts ring false for their market, they may not say it. And this situation will be detrimental to post engagement and your campaign overall. As the brand owner, it’s up to you to reign yourself in and let your influencers do their thing.
Influencer Marketing Is a Partnership
Established influencers may have all this down already, but these days, influencers pop up like weeds, and many of them will need support. Contribute to the partnership beyond paying their wage. Help them develop their skills, encourage them to refine their ideas, and suggest new types of promotions for audience engagement. When both of you give your this partnership your all, you’ll accomplish far more than either of you could alone.
And isn’t that the whole point of influencer marketing