How to build trust with your clients during influencer approval
This post is the third in a series of posts educating our agency partners on how to establish and cultivate the trust with their clients that is necessary for a successful influencer marketing campaign.
As a relatively new tactic for most marketers, it can be difficult to take the leap of faith into influencer marketing. But you can feel a lot more confident taking the leap when you and your client have fostered a strong relationship founded on trust and transparency. From campaign development, campaign planning, management and post-campaign reporting, we’ll walk through each of the steps of a successful influencer program and detail how to best approach the client relationship to give them confidence in your execution and the program’s deliverables.
Once you’ve done the legwork to find possible matches, it’s your client’s turn to narrow down the pool.
Having an open and honest dialogue about who you presented (and why) will help your client understand your thought process. And that same dialogue from your clients on who they decide to approve (and why) will help you learn their expectations for future candidates.
To see successful results with this approval process, it’s important that your roster of potential influencers focuses more on fit than the number of followers they have. This will increase their odds of your client giving you the greenlight on the influencers and also having effective posts for the campaign (but more on that later). The creators that are selected for the campaign is a critical piece to the campaign’s success, keep track of who your client doesn’t approve and why. This feedback will be helpful as you go back to the drawing board on the influencer discovery.
This is one of the most tedious steps of the process because there are usually a lot of stakeholders who have an opinion on who you’re bringing into the program. Getting everyone’s input isn’t always easy.
Key lesson: Have an open dialogue between your agency and the client to streamline the influencer approval process and set up your final roster for recruitment.
Source: Business 2 Community