The relationship between a brand and influencers is always a work-in-progress and even though it is a professional one, it does requires a lot of personal nurturing and care, unlike other professional collaborations.
The fear of rejection is what makes this relationship so unique and delicate. A slight disturbance and you might end up putting your relationship in jeopardy.
To make sure you are able to instantly hit it off with your influencers, check out the 3 things you should never do while trying to build relations with influencers:
1. Sending Irrelevant Messages
Influencers are busy people. To nag them with a mass email blast or irritating email forwards can automatically threaten your relationship with them.
Firstly, stop sending irrelevant emails to influencers and their audience. You can’t send a SaaS content piece to a travel blogger, it will be dismissed right away by both the blogger and readers.
Build trust with influencers and their audience through mutual understanding. Use data analytics to find out what kind of content influencers would be interested in, and then create an email content.
Secondly, stop sending follow-up emails to influencers. To avoid becoming a nuisance, use smart tools and techniques to enhance productivity and reduce friction in your communication.
For instance, follow-up with influencers by creating a Slack community, a forum of like-minded professionals discussing common topics. Use the real-time chat platform to network with your influencers and pass along relevant information. Moreover, influencers would be more than happy to use this forum as it will keep their inbox clutter free.
But remember, even though a Slack community is more approachable, be mindful of being active at hours which might be inconvenient for community members. As part of Slack etiquette, fix a reasonable time to chat with everyone in your community.
There are more than enough tools to help you send relevant messages to influencers, but if you still insist on using emails, you have to customize your email template to send a message which resonates well with your influencers.
Here is a template on how to ask influencers to promote a new product.
2. Expecting a Free Ride
Don’t expect freebies from influencers just because you wrote some sweet lines of praise. For influencers, it’s their bread and butter, for which they spend a chunk of their time and skills. To expect a service without paying the price is utterly unprofessional and disrespectful – ‘you can’t have your cake and eat it too’.
This kind of uncouth expectation can give you a bad name among influencers, who might not continue to partner with you and worst case scenario: they can give you negative mentions and reviews, which can tarnish your brand.
Keep a set budget for your influencer marketing that allows you to provide product samples as gifts to influencers. These gifts should aim at introducing influencers to your product and it needs to be done without any hidden agenda. Although just because you gave out a freebie, do not expect anything in return. If influencers sense this crude intention it can upset them.
Here’s an example of how you can highlight the benefits to encourage influencers to work with your brand:
3. Constant Nagging
Influencers admire when you praise their work, they are smitten by the idea that you took a genuine interest in recognizing their efforts. But don’t fake it – being superficial will take you nowhere.
Professional influencers wish to be treated like normal people, putting them on a god-like pedestal is just absurd. Influencers expect brands to interact and engage with them without the tendency to grovel at their feet – this makes you and your brand seem unreliable.
Here’s an example of how you can politely ask influencer for a review by showing genuine courtesy.
To build strong relations with influencers, create an influencer marketing guideline, which will include a well-defined written summary of tasks, expectations and best practices. For instance, these documents will cover how you expect influencers to contribute to brand promotions.
On the other hand, it will also include a set of best practices that brands must follow to safeguard the intellectual property of influencers. Through mutual understanding and respect, you can nurture this relationship for years to come.
[All email examples were taken from the Art of Emails]