branding

Three things brands must do before they engage influencers

on Jul 24 in branding, business, marketing, strategy, thought leaders, trends posted , , by

painting jesus sermon on the mount illustrate influencer

Jesus may well be the original influencer. Certainly the Church knew how to use him to market their product. Was Jesus the original influencer? Maybe so, and whether you are religious or not, influencer marketing is the next big thing for social marketers. If it’s not on your radar already it should be.

A post in Social Media Today highlights three influencer marketing campaigns. Such successes encourage brands and social marketers to include influencer marketing as part of their strategy.

Yes, influencer marketing is a vital mix to a marketing strategy. But it should only one part of the overall strategy. Even the best-crafted influencer outreach will fall on deaf ears if the brand doesn’t provide value, both for the influencer and for the audience. 

An influencer will not support a brand that has a crappy product or web presence. Would you recommend a lousy product or service to your family and friends? And no, neither will influencers, simply because they will be aware of the impact on their own reputation and brand.

Indeed, influencer marketing carries a risk, since influencers may be just as likely to trash a lousy product as they are to praise it.  Before jumping onto this particular bandwagon, influencer marketing must therefore be preceded by three essential steps. Look at these first, and if you can answer the questions, you are good to go! 

  1. Brand review — Is your corporate messaging aligned with business goals and your communications strategy. Do your mission and vision statements adequately represent your organization? Have you established a set of core values, and ensured your logo and tag lines match your brand?
  2. Social audit — Does your social presence past muster? Does your social media outreach comply with best practices (optimized profiles, engaging consistently and effectively)? Are you a Facebook-only operation or are you engaging across all relevant social platforms?
  3. Website audit — It your website up-to-date and socially optimized? Does it provide an interactive engaging user experience? Is it search optimized with rich content? 

Once you can check all these boxes you can start connecting with influencers. At which point an influencer is more likely to respond positively to your outreach efforts. If you can’t, your influencer outreach might cause more harm than good.

 

2 Comments Leave a comment

  1. Hi Roger,

    Everything you mention is important. In addition, brands need to adopt a significant shift from broadcasting brand messages to building 2-way dialogue about the issues that matter most to the community and influencers. Common ground is a win-win!

    Comment by Jenna Dobkin — July 25, 2013 @ 10:28 pm

  2. Thanks Jenna. Definitely a good point you mention. The dialogue is key as in "di" = 2 so that is two-way, viz. a conversation. The number of brands that lose sight of this is astonishing.
    BTW sorry for the tardy reply, your comment got here just after I left on vacation!

    Comment by Roger — August 15, 2013 @ 6:15 pm

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