How to Manage Your Influencers Successfully for An Effective Influencer Marketing Campaign
Believe it or not, effective influencer management can make or break your influencer marketing.
As marketers, we tend to be very people-oriented. After all, creating buyer personas and marketing materials to support them requires a lot of people skills. If you get this wrong, your marketing campaign will suffer from poor performance.
Marketing, on the other hand, is frequently, if not always, about the statistics. Our managers or clients want us to demonstrate the effectiveness of our efforts. As more of our work is delegated to third parties, it becomes more difficult to demonstrate the effectiveness and verify that things are done correctly.
For many of us, this entails managing influencers. I'll give you some pointers on how to execute this work properly in this article. In the process, I'll also share some advice on how to establish positive relationships with influencers.
What is the significance of influencer management?
Let's be honest: influencers are people you hire to execute a job. In that regard, they are no different from any other form of independent contractor or supplier. However, the work that influencers do has a higher impact on your brand than on many of your outsourced efforts. In reality, there must be a connection between influencers and your brand of it to function. That being said, why is influencer management so critical? There's more to it than meets the eye.
You must demonstrate the effectiveness of their efforts.
If the recent Coronavirus problem has taught us anything, it is that the bean counters are watching. When customers don't buy, budgets are trimmed, and sometimes heads roll. Marketers are increasingly asked to demonstrate that a specific campaign delivered satisfactory results. If an influencer isn't performing well, they must be removed from the team. Similarly, brands are increasingly compensating influencers based on their performance. This enhances their motivation to perform well.
It is critical to safeguard your brand.
While the great majority of influencers do not create image issues, a few do. For example, Kim Kardashian was fined by the FDA for failing to follow regulations in a sponsored post for medication. This would have been humiliating on two levels. First, Kardashian did careless work by failing to examine the regulations. Second, having an influencer in trouble reflected poorly on the pharmaceutical industry.
Influencers are critical to your efforts.
Under typical circumstances, influencers are considered team members even if they are not on your staff. They are, after all, one of the few ways to achieve authenticity in your marketing activities. You and your team can create long-term relationships with these people through proper influencer management. Long-term influencer partnerships can be quite beneficial because the influencer gets to know your company and its message better over time.
How to Build and Manage Influencer Relationships Correctly
Some ways of influencer management are superior to others, as are many other aspects of business. While it goes without saying that influencers enjoy being compensated, the skill of establishing relationships extends beyond monetary rewards. Furthermore, when partnerships must alter or terminate, it can be a difficult thing to navigate.