April 4, 2019
As this industry (and the world) continues to progress in the digital age, influencers are being tapped more than ever by brands to help share their key messages, build awareness and generate sales. While the industry is ever-evolving, there are definitely dos and don’ts that will stand the test of time.
I’ve worked with influencers on a variety of campaigns for multiple clients; from solely social campaigns, one-off blog posts and even vlog campaigns on YouTube. Over the years, I’ve picked up a few best practices when creating a multi-faceted influencer program – or spokesblogger program. Check out my top tips for putting together successful spokesblogger programs for your clients.
- Communication– Open communication will lay the groundwork for the influencer-agency relationship. Be transparent with the influencer you’re working with about what is expected of them upfront. Have a call at the beginning of the partnership to go over things like style, content, etc. so that there are no surprises later on. Additionally, establish the best form of communication throughout the partnership and touch base regularly throughout the process. This way, you can forward real-time updates to your client.
- Establish a plan – In the same vein, it’s vital to establish a plan and timeline in the early stages of a partnership. Create an ideal plan with specific deadlines and materials, share it with the influencer and follow the plan throughout the partnership. Additionally, establish the logistics of turning in materials to alleviate any last minute confusion. Stay organized by tracking every element the influencer delivers in excel (or your preferred platform), this way you can go back and reference anything the client may have a question on.
- Know your client– It’s important to know what the client expects to get out of this relationship. Is it sales for a product, awareness for a brand, clicks to a website, followers on a social channel, or something else? Talk about this with your client and then relay this information to the influencer. Give the influencer as much inside information as possible, because when they understand the purpose and expectations, they will be able to create the perfect program.
- Get creative – This can sometimes depend on the client you’re repping, but don’t be afraid to be creative in the development of the program! Create a fun and enticing theme that will make an influencer interested in the brand. This will help your program stand out from others. Additionally, allow the influencer their own creative freedoms. It’s OK to stick to a pre-devised plan, but influencers tend to appreciate at least some creative freedom in the process.
At the end of the day, creating an immersive spokesblogger program comes down to respect and mutual understanding between the influencer, agency and client. When all parties are on the same page, the program will come together seamlessly!