The ONE Thing Marketers Need to Know About How to Work with Influencers

Here's the secret:  Make them feel appreciated. ​​

That’s it.  

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.        

Google does a good job of showing love to their ambassadors on #TeamPixel

How can you make influencers feel valued?

• Compensate them as generously as you can.  Influencers don't like when a company is being cheap or wants a lot for just a little.  Influencers’ time, creativity, reputations, and channels are all worth something and if you're not willing to pay anything for it, it sends a clear message that you don't value them.  You would pay for an ad in a magazine or web site. Why wouldn’t you pay for a placement that comes with the added benefit of a personal endorsement?
• Communicate.  Send personal emails, and / or a handwritten note in the mail.  Make them feel like they are kept in the loop. Invite them to events.  Give them a contact at the company.  Influencers are often asked questions about the product or brand with whom they partner.  Make them feel not only prepared, but also excited to answer those questions for you.
• Public recognition.  Any time you can give them some added exposure, it's a benefit to them.  Post their content on your web site and on your social channels, giving attribution.  It also shows that you like their work and are proud to be associated with them.

Any other ways to make influencers feel valued?  Let me know in the comments below.