4 Tips to Make the Most Out Of Your Influencer Collaborations

by

Emma Paye

|

October 1, 2019

|

Marketing Strategy

Influencer marketing is becoming one of the most popular methods for brands to increase brand awareness. 

However, as influencer marketing continues to rise, and the industry becomes more saturated, it’s increasingly more difficult for brands to succeed and have a lasting impact. So, how do you make sure your influencer efforts are successful? 

To make the most of every influencer partnership, here are 4 helpful tips to follow: 

<div class="gated-section-wrap"> <div class="article-gateway" data-gated-article-form> <div class="close-gateway" data-close-gateway-wrap style="display: none;"><a href="#" data-close-gateway>X</a></div> <p>To read the rest of this article, please sign up:</p> <div class="gated-content-form"> <!--[if lte IE 8]> <script charset="utf-8" type="text/javascript" src="//js.hsforms.net/forms/v2-legacy.js"></script> <![endif]--> <script charset="utf-8" type="text/javascript" src="//js.hsforms.net/forms/v2.js"></script> <script> hbspt.forms.create({ portalId: "2165565", formId: "4a071be1-61ab-45b0-aa9e-3d81044ec7b9", target: ".gated-content-form" }); </script> </div> </div> <div class="gated-article-content " data-gated-article-content> <div class="the-occluder"></div> <!-- Place content Here --> <h2>1. Have Clear Goals&nbsp;<br></h2><p>Brands <a href="https://www.businessinsider.com/the-2019-influencer-marketing-report-2019-7" target="_blank" data-rt-link-type="external">spend millions of dollars on influencer marketing </a>every year, but unfortunately, most of them are not accurately tracking their efforts.&nbsp;<br></p><p>Especially, if you’re planning on having a long-term influencer marketing program, it’s critical to understand <a href="https://blog.hubspot.com/marketing/instagram-influencers" target="_blank" data-rt-link-type="external">which influencers are performing the best</a>. This way you can allocate your resources to the top performers and pull resources away from those who are not performing well.&nbsp;</p><figure class="w-richtext-figure-type-image w-richtext-align-fullwidth" data-rt-type="image" data-rt-align="fullwidth" data-rt-max-width="1500px" style="max-width:1500px"><div><img src="https://assets.website-files.com/5cc33d1ea34976365a978320/5d5c3079248e2b114353d4f7_key-performance-indicators-2275156-FINAL-5b88135fc9e77c0025a6acaa.png"></div><figcaption>Sourced from <a href="https://www.thebalancecareers.com/key-performance-indicators-2275156" target="_blank" data-rt-link-type="external">thebalancecareers.com</a></figcaption></figure><p>&zwj;<br></p><p>To set up a successful marketing campaign, you need to establish Key Performance Indicators (KPIs). <a href="https://www.klipfolio.com/resources/articles/what-is-a-key-performance-indicator" target="_blank" data-rt-link-type="external">Good KPIs to track include</a>:<br></p><ul><li>Impressions and engagements</li><li>Website traffic</li><li>Pageviews</li><li>Referrals links</li><li>Conversion rate<br></li></ul><p>Make sure to have your influencers send you these insights on a weekly or monthly basis. Based on how things improve over time, you can continue the relationship or move forward in another direction.&nbsp;<br></p><h2>2. Work with Influencers as Creators and Producers&nbsp;<br></h2><p>While brands engage with influencers to promote their products, it’s important to view the relationship as more than just transactional.</p><p>Influencers are creatives at their core and know their audience the best. Respect their direction and expertise and invite them into the creative planning process. Not only does this foster a great relationship, but co-creating allows content to be developed authentically, which will resonate more strongly with your target audience.</p><figure class="w-richtext-figure-type-image w-richtext-align-fullwidth" data-rt-type="image" data-rt-align="fullwidth" data-rt-max-width="4928px" style="max-width:4928px"><div><img src="https://assets.website-files.com/5cc33d1ea34976365a978320/5d5c31d95a198bf17ea5fa5b_angela-franklin-NtXEet79qfI-unsplash.jpg"></div><figcaption><a href="https://unsplash.com/@leafandlotus?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText" target="_blank" data-rt-link-type="external">Angela Franklin/</a><a href="https://unsplash.com/search/photos/selfie?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText" data-rt-link-type="external">Unsplash</a></figcaption></figure><p>&zwj;<br></p><p>Based on what their fans respond to most, an influencer can <a href="https://sproutsocial.com/insights/instagram-best-practices/" target="_blank" data-rt-link-type="external">guide you through best practices like</a>…<br></p><ul><li>When to post on what days</li><li><a href="https://www.hawkemedia.com/blog/instagram-story-highlights" target="_blank" data-rt-link-type="external">Strategies for Instagram stories</a> and live videos</li><li>Which hashtags to use for certain industry posts</li><li>Engagement models for liking,&nbsp; commenting, and tagging</li><li>Giveaway campaigns to attract more followers</li><li><a href="https://www.hawkemedia.com/blog/instagram-branded-content-ads" target="_blank" data-rt-link-type="external">Paid media ads </a>to boost engagement<br></li></ul><p>The right influencer will have in-depth knowledge of all these fields, so once you find someone reliable, don’t hesitate to make the relationship last.&nbsp;</p><h2>3. Establish a Long-Term Partnership<br></h2><p>To maximize your influencer partnerships, try your best to create relationships for the long-term.&nbsp;<br></p><p>If an <a href="https://www.hawkemedia.com/blog/shoppable-influencer-posts" target="_blank" data-rt-link-type="external">influencer makes a post</a> about your brand once, it might not be enough to entice a customer to take action. However, if you have an influencer who creates content about your brand and shares it regularly over the course of six months, their audience will pay far greater attention and be more willing to purchase or experience your product.&nbsp;</p><figure class="w-richtext-figure-type-image w-richtext-align-fullwidth" data-rt-type="image" data-rt-align="fullwidth" data-rt-max-width="4195px" style="max-width:4195px"><div><img src="https://assets.website-files.com/5cc33d1ea34976365a978320/5d5c349c5f710feb291e721d_katka-pavlickova-0L5gynfR6r4-unsplash.jpg"></div><figcaption><a href="https://unsplash.com/@katerinapavlickova?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText" data-rt-link-type="external">Katka Pavlickova/</a><a href="https://unsplash.com/search/photos/instagram?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText" target="_blank" data-rt-link-type="external">Unsplash</a></figcaption></figure><p>&zwj;<br></p><p>A long term partnership is a win-win as it shows the influencer’s brand loyalty and allows them to create content that will resonate with their audience and come off as far more authentic.&nbsp;<br></p><p>You’re only shooting yourself in the foot if you pay an influencer X amount of money for a one-time post. Chances are, they’ll make it a low priority and the results will lead to nowhere.&nbsp;<br></p><h2>4. Make the Influencer’s Life Easier&nbsp;<br></h2><p>One of the <a href="https://www.pammarketingnut.com/2019/05/influencer-marketing-10-top-mistakes-brands-make-and-how-to-fix-them/" target="_blank" data-rt-link-type="external">biggest mistakes brands make </a>when reaching out to influencers is leading with what they want, rather than discussing mutual benefits.&nbsp;</p><figure class="w-richtext-figure-type-image w-richtext-align-fullwidth" data-rt-type="image" data-rt-align="fullwidth" data-rt-max-width="5472px" style="max-width:5472px"><div><img src="https://assets.website-files.com/5cc33d1ea34976365a978320/5d5c3582a867153d8b1bf833_kate-torline-VeiqoYAEeis-unsplash.jpg"></div><figcaption>Kate Torline/<a href="http://Unsplash.com" target="_blank" data-rt-link-type="external">Unsplash</a></figcaption></figure><p>&zwj;<br></p><p>In order to capture an influencer’s attention and make it worth their time, clearly outline the benefits for them which could include:&nbsp;<br></p><ul><li>Free Products</li><li>A substantial payout</li><li>Increased exposure for their profile</li><li>Brand affiliation and partnership<br></li></ul><p>Additionally, once you have the influencer secured for a partnership, give them the resources to become as familiarized with your brand as possible. Share branded collateral such as photos, creative guidelines, and messaging.&nbsp;<br></p><p>Also sending samples of well-crafted posts that show them exactly what you want can help them narrow in on the concept and allow a more seamless production workflow.&nbsp;&nbsp;</p><h2>Collaborate with Hawke Media</h2><p>Working with influencers has its challenges, so if you’re having trouble navigating the social terrain, <a href="https://www.hawkemedia.com/" target="_blank" data-rt-link-type="external">Hawke Media</a> can make collaborating simple.&nbsp;<br></p><p>Establishing influencer relationships and maintaining campaigns shouldn’t be a hindrance, instead, work with an outsourced CMO and watch your growth soar.&nbsp;<br></p><p>To learn more about Hawke Media, fill out the form below to connect with a marketing pro.&nbsp;<br></p> <!-- Place content Here --> </div> </div>
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by

Emma Paye

Emma is Hawke Media's Manager of Influencer and Content Marketing.

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