Julie Solomon is public relations lead at Subsequent PR.
Influencer campaigns are a good way to inform your shopper’s story via an genuine voice to an already-trusting target market. When manufacturers and influencers collaborate successfully, you’re capable of foster a mutually helpful partnership that delivers tangible outcomes.
However when a marketing campaign goes off observe, your crew can unexpectedly discover itself in disaster mode. Right here’s a more in-depth take a look at some methods you need to use to make sure influencer campaigns run easily – and a few ideas that can assist you handle any points that come up when issues don’t go in keeping with plan.
Perceive the contract particulars and align on objectives
As a PR professional, writing authorized contracts isn’t (often) in your job playbook, however you must be certain that the contract aligns together with your PR technique and is executed correctly. I can’t stress sufficient the significance of familiarizing your self with the contract particulars. The PR crew is usually the liaison between the shopper and influencer as contract phrases are ironed out, which presents a chance to develop clean working relationships with the shopper’s authorized crew and the influencer’s representatives.
After the contract is finalized, arrange a kickoff assembly with all events to jumpstart the collaboration. Use this assembly to overview deliverables and schedules, making certain everyone seems to be on the identical web page about goals and the way the groups will work collectively.
Preserve the strains of communication open
It’s crucial to construct belief with the influencer and their rep by speaking recurrently and being clear about your expectations. A profitable partnership advantages each events, so open communication is a should for a clean collaboration.
I like to recommend setting reminders for your self to verify the posting schedule outlined within the contract stays on observe. Contact base with the influencer a number of days earlier than a submit is supposed to go reside to verify they’ve the whole lot they want and are on schedule with content material growth.
Make a aware effort to develop a pleasant relationship with the influencer’s rep, one the place you each really feel snug texting or calling one another to get clarification or share concepts. If one thing goes sideways, you’ll admire with the ability to attain them shortly to resolve.
Maybe the influencer was set to attend a reside occasion then bailed on the final minute. It’s essential know as quickly as doable that they received’t be in attendance, and also you additionally want to speak to their rep about finest reply questions which may come up from their absence. E-mail is simply too gradual to deal with a scenario growing in actual time, so a fast name is finest.
Collaborate on content material creation
Aligning on content material that helps each events’ objectives is a key part of a profitable influencer partnership.
On the similar time, the content material ought to mirror the influencer’s genuine voice – and placing the appropriate stability could be tough. The most effective method is to ascertain a framework with model tips and particular do’s and don’ts: phrases and messages to make use of or keep away from, voice and tone tips, and so forth. From there, encourage the influencer to be themselves as they convey inside that framework, like sharing a private story that ties into the shopper’s total message.
It’s additionally necessary to overview all content material previous to posting. When your crew is included within the last spherical of overview and approval, you may make sure the message aligns together with your technique, the right profiles are tagged and the influencer is utilizing trackable UTM hyperlinks to measure marketing campaign impression.
For interviews or reside occasions, present questions prematurely each time doable so the influencer just isn’t caught off guard. Ensure the influencer is nicely ready previous to the occasion, speaking them via how their story ties again to the shopper’s message and providing inspiration or recommendations on the topic, if wanted.
Be prepared to handle points shortly
Even essentially the most well-planned collaborative technique can go awry, so be ready to handle any issues instantly by reviewing content material as quickly because it goes reside. You may arrange notifications and monitor social feeds in case one thing goes flawed – just like the influencer tagging the flawed account or including typos to the content material. You’ll be on it instantly to assist resolve.
Purchasers can also be monitoring the influencer’s feed actively, so that you’ll wish to catch any misfires shortly and proactively replace the shopper to allow them to know you’ve it dealt with.
Keep in mind, influencers are people, too, and errors occur. However with shared consensus on objectives upfront, frequent communication, stable teamwork and a plan for addressing any points that come up, the reward on your shopper’s model outweighs the danger. With these parameters in place, you may hold your influencer partnerships on observe and faucet into their genuine voice to achieve your shopper’s target market.
What about this to focus extra on collaborating to learn each events?
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