Here's the secret: Make them feel appreciated.
Treat influencers with respect. (Even micro-influencers, even nano-influencers.)
Above all, your relationship with the influencer is going to be the strongest determinant of success. If you want your influencers to do a good job for a brand, it is imperative that you make them feel valued.
As long as you abide by the terms of your agreement, influencers will typically make their required posts. However, if you want them to really evangelize your brand, both in posts and irl, make sure the influencers know you respect and appreciate them. The best influencer marketers understand it's not all about click-throughs or conversions. Social media tends to be more of a top of the funnel activity, and building your brand awareness and reputation should be a top goal. These goals are achieved more readily when your influencers are creating great content, writing passionate and personal captions, giving you extra posts, and talking you up to their influencer friends. These are all things that happy influencers often do.
How can you make influencers feel valued?
Any other ways to make influencers feel valued? Let me know in the comments below.
Blogging my path as a professional social media addict / influencer