Influencer Marketing has traditionally been centered around doing periodic campaigns with influencers to fit a brand’s goals. Rarely is a follow-up taken by most brand managers with influencers once the campaign is over in times when there is no campaign to do with them.
This is where the Always-on influencer relations strategy comes into play. It is the practice of ongoing relationship-building, engagement and activation of a specified group of influencers to build community, content and brand advocacy, even when there is no active campaign.
An always-on relations strategy replaces on-again and off-again campaigns with an ongoing effort to cultivate and carefully build relations continually. The core of this strategy centers around influencer engagement being an ongoing effortnot just when influencers are needed to do a collab or promotion.
A key metric in this strategy is constantly being in touch with influencers and, in essence, becoming their ardent follower. Giving them regular feedback on all the content they put out, not just for the brand but in general, becomes crucial, and regularly asking them for their calendars and topics on which they plan to create content.
The pillars of an Always-On Influencer Relations strategy are consistency and persistence. Lee Odden, Founder and CEO of TopRank, says, “Engage an influencer for a campaign, and they are your friend for the day. Help someone become more influential, and they’re your friend for life.” A brand manager should look beyond individual campaigns and think primarily about how the brand and influencer relationship can create mutual value, influence and trust over time. This is the key to a successful Always-On Influencer Relations strategy.
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