Steve Lennsard on Getting the Best Out Of Influencer Marketing

Influencer marketing can be an immensely powerful tool in showcasing your brand and generating a large volume of sales. Kanye West has played a meaningful role in the growth and success of Adidas Boost brand. Rihanna’s collaboration with Puma saw the re-emergence of a brand that was fading to oblivion. These are just a few of the great successes influencer marketing has had on organizations and brands.

With the boom of such celebrity collaborations in marketing, the rise of social media giants and skyrocketing costs of such deals. It can be hard to figure out how to get the best out of such collaborations now than ever before. However, with these two golden rules, you are assured of success and maximizing the impact of influencer marketing for your organization.

First, you need to establish an authentic connection with your customers. This is done through by bringing in influencers who genuinely connect with your brand in terms of values, personality, and reputation. The person is likely to do the best brand communication for you. Such kind of a positive and strong connection goes a long way in not only growing your brand by showcasing it but also by creating a deep and compelling connection between the brand and your target market. It also eliminates the unfriendly marketing practice of your influencer promoting your brand today and using a competing brand in the future.

In instances where the influencer connection with your brand is not guaranteed you need to come up with a clear plan on how to establish that authentic connection. When Nike collaborated with Kevin Hart, the partnership grew from just advertising a training shoe to coming up with a long term plan to oversee training and running campaign. This saw Kevin in many advertisements, endorsement events, meaningful social media engagement and participating in a marathon.

Collaborating with a celebrity should strengthen a well-developed influencer marketing plan. Concentrating your effort on the right and most popular consumers who use your product or cold become great users gives you consistent exposure over time. Key considerations, however, should be whether you have a clear to position your influencer as the best advocate for your brand and who the best and most popular influencer for your product is in the community you seek to penetrate the market.