3 Benefits to Influencer Relationship Management No One Talks About

 by Sam Liebl

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August 28, 2017

Many people are clear on the value influencers bring to digital marketing campaigns. What I don’t hear as often are the transformational benefits of getting serious about influencer relationship management.

Like customer relationship management, influencer relationship management is about turning your interactions with influencers into a system you can improve. Document your discussions and work together to make your influencer marketing campaign more successful.

Identifying social media influencers and running campaigns shouldn’t be the extent of your partnership. Be open to collaboration, and you’ll find influencers whose goals align with yours. When you find an influencer like that, think strategically about building a deep, long-term relationship with them.

Many people are clear on the value influencers bring to digital marketing campaigns. What I don’t hear as often are the transformational benefits of getting serious about influencer relationship management.

Like customer relationship management, influencer relationship management is about turning your interactions with influencers into a system you can improve. Document your discussions and work together to make your influencer marketing campaign more successful.

Identifying social media influencers and running campaigns shouldn’t be the extent of your partnership. Be open to collaboration, and you’ll find influencers whose goals align with yours. When you find an influencer like that, think strategically about building a deep, long-term relationship with them.

Even if you’re working with an influencer who isn’t on that level, incorporating this mindset will improve your influencer marketing campaigns, guaranteed.

Working with Influencers Gives You Valuable Insights Into Your Target Market

If you have partnered with the right influencer, I hope you’re taking notes. Influencers have built relationships, trust and credibility with their fans. They usually know their audience inside and out. You don’t have to spend extra dollars testing and finding your audience – your influencer has nurtured this audience on social media.

People respect social media influencers’ content and recommendations. The key benefit of influencer marketing is that, by being a part of your influencer partner’s content, you gain their audience’s attention and trust.

The learning opportunity is trying to identify what characteristics about your influencer have enabled them to forge so deep a connection with their audience. By extension, what signals are your audience looking for as reason to trust?

Don’t view this as collecting discrete things you can do to feign authenticity. There is no substitute for authenticity. Rather, look at these patterns of behavior as clues leading you on a path to deeper understanding of your audience. In so doing, you become that much better at solving their problems and growing your sales.

Influencer Content Marketing Can Beat Up Your Content Marketing

With all due respect, your content will never be as good as an influencer’s. To earn her status, your influencer had to supply content that solves problems, instructs and brings inspiration to your intended audience long before she ever could generate revenue from it.

Influencer marketing needs to be authentic to get your audience to listen. It needs to provide value for them to start considering buying your product. Working with influencers automatically generates built-in, high-value content. Becoming a co-creator with your influencer creates some of the most powerful content you will ever release.

Don’t let that be the end of the story. Keep what you can as a template for future releases. Learn as much as you can from your influencer, from the tools they use to the way they think about content. Listen to them and get their insights into what content would work for their audience. Take note of anything interesting–it could be a signal you can tap into later to continue creating more valuable content.

Network With the Embodiment of Your Audience

Networking is great. Networking with a trusted expert with extensive knowledge of your market is excellent. Make the most of this opportunity to do two things:

    1. Get their insights on trends and developments among the market you’re addressing.     2. Create a strategy for working together in the future.

Your campaigns have the potential to become that much more impactful by maintaining an open line of communication with your influencer. Being plugged into their community, they may be able to bring up topics and trends in your niche early on, allowing you to pounce on them before your competitors do. Sometimes working with an influencer can begin a meaningful and lucrative relationship.

Be open to looking at your influencer marketing strategy in the long term–you never know how far you can go.

AUTHOR

Sam Liebl is a Marketer, Writer, Salesman and Designer. He founded Goldrush, a Cleveland, OH-based Digital Marketing Technology Agency to bring the cutting-edge technology and techniques at the forefront of digital marketing to every business. Previously, Sam worked as an enterprise sales executive and consultant in the technology industry, specializing in the North American IT distribution channel for major hardware manufacturers. Focusing on value-added resellers, he has advised technology companies of all sizes from California to Pittsburgh.