Building a Genuine Community Around Your Brand

Building a Genuine Community Around Your Brand

Gianna Callioni
. 25 May 2022 . 5 min read

With so much STUFF online, it can seem almost impossible to cut through the noise. And, even though it feels like a select few organisations dictate our online experiences, it really is up to the consumer to decide how, when, and if they’ll interact with your brand.

When it comes to building a digital community that will support your brand, helping you get reach, engagements, and, ideally sales, one of the best things you can do is take inspiration from people who are known for their community building skills – influencers. In a way, influencers are their own brand and many of them have developed ways of engaging with their audience to help ensure they continue to get reach and engagement.

So, what are the actual tactics you can use for building a genuine community? Well, if you only take one thing away from this article, let it be to listen to your customers. Your customers will dictate where they’d like to engage with you, what level of communication and openness they expect from you, and what they’re looking for from brands in general.

Strive to understand your customers

Do some research to understand where your customers are and where they like to interact with brands. It’s not just about which digital channels they use, but how they use them – do they check their emails regularly and fill out surveys? Do they prefer phone calls or website chat boxes? Do they want to respond to your Instagram Story or tag you in a TikTok video?

If you’re trying to start conversations and build relationships with your customers on platforms they don’t utilise or engage with, you will find it very difficult.

Identify your shared purpose and values

We’re all humans and we all care about different things. It’s easier for consumers to relate to your brand when they know the people behind the brand name care about the same things they do.

As part of learning about and understanding your customers, identify what your shared purpose and values are with your audience. You’ll likely find that your reasons behind starting your brand and what your brand is striving to do, will align nicely with the right audience.

Include your audience in your growth and development

The crux of it is – if your audience feels like they’re part of your brand, they’re more likely to care about your successes. A really great example of a brand doing this well is Luxey Cup. Luxey is an Australian-owned company that started out as a simple Kickstarter campaign a few years ago and is now worth millions. Sandra-Lea, their Co-Founder, uses Luxey’s social media channels, primarily Instagram, as a two-way communication tool with her audience.

"I knew from my own experience that I wanted to know the truth and the reality behind my favourite brands, not the pretty pictures, so I would show up each day to our own Instagram Stories sharing our real happy/sad behind the scenes information. I would do this every day, addressing our community until one day someone coined it the "Staff Meeting". Three years on I still do the Staff Meeting where we laugh and cry together. My community is with us every step of the way." — Sandra-Lea, Co-Founder of Luxey Cup

By including your audience, getting their feedback and opinion throughout your brand’s journey, it will encourage them to feel as though they’re growing alongside your brand.

Admit to your mistakes AND fix them

A key element of building your brand community is showing the human element behind it. We all make mistakes, it’s part of life, and as long as you own up to your mistakes and work to fix them, it’s ok.

Your audience understands that not everything will run smoothly all the time, but you need to show them that they can trust you. By showing them you’ll take action when it’s needed and that you don’t only talk about the good things, you will become more relatable to your audience, which will help build brand trust and loyalty.

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Influencer Marketing and Disclosure Tags

Gianna Callioni
. 08 Sep 2021 . 5 min read

There’s no denying it: influencer marketing has always been steeped in controversy. It goes without saying that influencers and brands alike have taken advantage of the benefits that come with word-of-mouth marketing and, in some instances, have taken it too far.

With the recent revisions to AANA’s Code of Ethics*, we’ve seen several high profile posts pulled up for potential breaches. Whether you’re a Marketing Manager or a small business owner, it’s important to keep reading. While it’s good that posts are being more closely monitored, a few questions have popped up that we’d like you to consider before running your own campaigns.

1. Who is responsible for making sure disclosure tags are correct?

One such recent post was by ex-Bachelor star, Anna Heinreich, where she modelled a gorgeous dress by Runway the Label. Originally the post had no hint of a disclosure tag, merely tagging the brand in the caption. However, since the official investigation by Ad Standards, she’s updated the post to include a ‘paid partnership’ tag.

anna heinrich runway the label instagram post

Anna is managed by Chic Talent Management and their GM, David Dalton, commented that they were unaware of the complaint as Runway the Label didn’t communicate this with them. As soon as they found out, they added a “Paid partnership with @…” tag to the post.

This response suggests that the onus for disclosing content correctly falls on the brand, not the talent or the talent managers. There are, however, very clear standards and expectations in the industry that brands, influencers, and talent managers, should all be well aware of. If there was indeed a relationship, then they should have disclosed it from the get-go.

The responsibility falls on everyone involved. In saying that, the potential fine for a business is 20x higher than that for the influencer, so we recommend you keep a close eye on it.

2. Can we always distinguish between paid and unpaid posts?

Another post that was recently in the spotlight was by Rozalia Russian, featuring a Tom Ford perfume bottle. While Anna ended up adding a disclosure tag to her post with Runway the Label, Rozalia’s spokeswoman said that the post in question wasn’t paid and didn’t need a disclosure tag. Estee Lauder, who manages Tom Ford, also made a statement saying they don’t do influencer collaborations and the post wasn’t sponsored.

rozalia russion tom ford instagram post

The issue here lies in whether payment is the only reason a post should have a disclosure. Many argue that even a post with a gifted item should be made transparent by the influencer, as an item being gifted can still impact how someone feels about a product and how this is represented to their following.

Even without direct payment or gifting, sometimes an influencer’s content just looks like it could be an ad even though it isn’t. We need to be careful about judging this type of content without knowing the full story.

3. How can we maintain authenticity?

There is a valid reason why these revisions were made to the Code of Ethics. Influencers are, as the name suggests, influential, and posting something without being clear about sponsorships and/or gifted items can be misleading and appear inauthentic.

If you are considering working with an influencer for your brand, make sure you work with influencers who work with you. That is, their content and personality fits well with your brand and they understand the rules around sponsorship and gifting opportunities. The influencer should also have a good ratio between sponsored content and other posts in their feed. We also recommend finding out how many other brands they are currently working with. Consumers understand sponsorships and gifting is part and parcel of social media and online personalities, but they can easily become fatigued by it if it is executed poorly.

*The Australian Association of National Advertisers’ Code of Ethics outlines what influencer collaborations consist of and how they should be disclosed to the public.

Ultimately, influencer marketing should always be about authenticity, otherwise it loses its value. If you’re considering influencer marketing for your brand, we strongly encourage you to do your due diligence and select your influencers carefully. And if it's all too overwhelming, that's why we're here! Downloading our comprehensive guide to influencer marketing is a great place to start, and if you have any questions or need help navigating it all, get in touch and we'll be happy to help.

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How NFPs Can Use Influencer Marketing to Fundraise

Gianna Callioni
. 03 Aug 2021 . 3 mins read

Influencer marketing can be a very polarising topic and we appreciate that there are some very good reasons to be wary of it BUT we know that when it’s done thoughtfully, it can really work. One of the main things stopping brands from trying is often the lack of knowing whether it’ll bring measurable results. This is a hard enough hoop to jump through for big brands, let alone not-for-profits (NFPs) who don’t have huge marketing budgets to splash about.

However, over the past few years, we’ve seen some incredible examples of how powerful influencer marketing can be for fundraising. Like when Celeste Barber raised well over $50 million for Australian bushfire relief programs or when Born Bred Talent’s influencers raised over $95k for the Starlight Children’s Foundation.

Examples like this prove that when you align the right influencer with the right cause, it can truly affect change.

Why does influencer marketing work for non-profits?

1. It builds on the concept of social proof

Social proof is a term for the psychological phenomenon that happens when we copy other people’s behaviour in a social situation. We all know the feeling – we’re in a new environment, maybe we’ve just started a new job, are going to a new fitness class, or even trying out a new bar, and everyone else seems to be acting in a certain way, except us. Most people (granted not everyone) will attempt to change their behaviour to fit into this new environment. This is social proof.

The right influencers can garner this same reaction. As they’re often seen as a trusted source of information, when their followers see them promoting something, they’re encouraged to try it too.

2. It can add authentic emotion into everyday conversations

For NFPs, the “right” influencers are people who have a genuine connection with your brand. In most cases, this means they probably have a personal story or strong beliefs to make them feel this way. This is the perfect situation for influencer collaborations, because the content they create will likely be emotional and naturally fit within their organic feed.

3. It can help you expand your audience

We strongly suggest you ensure your influencers’ audience aligns with yours, but that’s just in terms of data. While there’s a chance of cross-over between your social media followers and theirs (which would actually suggest you’ve chosen the right person!), you’ll still be able to reach people who may not have heard about your brand or campaign otherwise.

Now you know the why, what about how?

Tip 1. Try finding influencers from people who already support your organisation

One of the biggest concerns about influencer marketing is that it’s not genuine, so when that’s also somehow one of its biggest selling points, it’s understandably confusing. The key to using authentic influencers in your campaigns is to try to find people who already like your brand. You can start by looking through who has tagged your brand in their posts or used one of your unique hashtags. If you’ve got time (or someone to palm the task off to), you can go through your client list and cross-check it with social platforms.

Tip 2. Be present in conversations with your influencers’ audience

The comment section of a post, particularly on Instagram, is an invaluable tool which brands often don’t make the most of. It’s a space where you can engage with your influencers’ audience and add value by answering their questions or showing appreciation for their love of your organisation.
By adding this unique brand touchpoint to your repertoire, it will encourage genuine and, hopefully, long lasting relationships with your customers.

Tip 3. Do thorough research before committing to work with each influencer

One of the hardest parts of my job is hearing from brands who’ve spent money on influencers and THEN asked, ‘how do I know if their followers are fake?’ or ‘how do I know where their audience is from?’. It can be time consuming, but putting effort into background research before you work with anyone is an essential step in making sure they get you worthwhile results.

  • Ask for screenshots of their audience breakdown to make sure it matches your target audience,
  • Look for suspicious engagement which could signal fake followers (our Instagram post talks more about this),
  • See how other sponsored posts have performed with their audience.

Influencer marketing can be a great tool to add to your marketing mix, but it can also be tricky to get it right. We’ve created a free downloadable e-book that you can access if you’d like some more thorough guidance on running a campaign from start to finish. Otherwise, feel free to get in touch with us to ask any questions you have.

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Influencer marketing can be a powerful tool

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Why Your Marketing Strategy Should be Built Around Inclusivity

Gianna Callioni
. 05 Jul 2021 . 2 mins read

What is inclusive marketing?

Inclusive marketing is a combination of two key concepts: showing diversity and being accessible. One without the other is fine enough, but there are steps we can all take to make sure we’re being inclusive of both sides of the coin.

If you want to show diversity, you need to show a range of ethnicities, genders, sexual orientations, abilities, religions, and more. If you want your digital presence to be accessible, you need to follow marketing best practices, like having high contrast text, captions on videos, and straight forward website navigation.

Why is it important?

It’s time we made an effort to deeply understand our customers; who they are, what their story is, and what they value. By understanding them and taking the time to reflect on the background of each choice we make, you can ensure people feel included by your work and not alienated.

Inclusive marketing shouldn’t be an afterthought, an add-on, or a “nice to have”; it should be ingrained in every part of your marketing strategy. As society grows, it’s no longer just an option to be inclusive but rather that you’re, in most cases, expected to be. Did you know;

  • Over 65% of millennials are more likely to choose one brand over another if that brand demonstrates inclusion and diversity? And,
  • 64% of consumers took an action after seeing an ad they considered to be diverse or inclusive?
There are so many brands out there who don’t consider their potential audience; what they might look like, what their abilities might be, how they’re represented in the media. You can be the brand who does. It’s incredibly rewarding when you see how much people enjoy interacting with your brand on and offline when it may normally be inaccessible for them. It also helps expand your reach and lets you access previously untapped markets.

Of course, every business has a target audience. It’s impossible for everyone to attract everyone and we’re not saying you need to. But, by subconsciously (or consciously) excluding certain people because of their race, gender, sexual orientation, age, or even ability, you’re often unnecessarily reducing the size of your audience.

People buy products to resolve a problem (whether real or perceived), so why not focus your messaging on resolving that problem instead of anything else? Think about how Woolworths recently renamed their “feminine hygiene/care” section to “period care” – this simple change aims to reduce the stigma associated with the term ‘period’ and means is more inclusive of those who get a period who don’t necessarily associate with the word ‘feminine’.

We encourage you to think about your current marketing practices and digital presence. Are you happy with how you represent your audience? Can your audience easily access all of the content you produce?

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Downloadable: The Ultimate Guide to Influencer Marketing

Gianna Callioni
. 17 May 2021 . 15m read

Our Top 10 Influencer Marketing Tips - An Overview

Tip #1

It’s not all about a sponsored post, think beyond that and come up with unique promotions which align with your brand and will add value for your audience.

Tip #2

Don’t forget about the ‘other’ social media channels. Do your research and find out which channel your target audience is on and which channel will suit the types of content you’d like to put out into the world.

Tip #3

Once you’ve found the right influencers who have an engaged audience and who genuinely care about your brand, you don’t want to lose them. Invest in a partnership, not just a transaction.

Tip #4

Don’t go straight for the bigger influencers so you reach more people. More followers don’t necessarily mean engaged followers or followers who are part of your target audience.

Tip #5

Look for lots of good quality comments. If they’ve got lots of followers and likes but only heart eye emojis in the comments, there’s a good chance they’re fake followers.

Tip #6

Give your influencers as much creative freedom as possible. If you’ve chosen correctly, you’ll be pleased with the results.

Tip #7

Look for how often they post branded content because you don’t want to work with someone who’s always chopping and changing their opinions and who seem to be just in it for the money.

Tip #8

Don’t just slide into their DMs.

Tip #9

If you’re not sure, just ask. Using other people’s content incorrectly can result in legal action, so if there’s any uncertainty it’s worth asking your influencer and getting something in writing.

Tip #10

Make sure your influencers are aware beforehand that you’ll need screenshots of certain insights so it doesn’t come as a shock later on. Not all brands ask for the same screenshots, so you’ll need to be clear.

87% of people admit they've made a purchase because an influencer prompted them to

What is Influencer Marketing?

Influencer marketing allows brands to leverage everyday people on social media to promote their products or services. These people have grown a following who are (theoretically) interested in what they have to say and trust the recommendations that they make. This gives brands a voice that they traditionally haven’t had access to.

It uses common marketing concepts like:

Social Proof

A term coined in the 1980s for the psychological phenomenon where people copy the actions or beliefs of those around them to reflect the “correct” behaviour in a certain situation. We see this with clothing trends, uptake in diet fads, and belief in conspiracy theories.

Target audience

A straightforward term – your target audience is the audience you want to target. Influencer marketing isn’t quite as granular with this as other digital marketing methods, however, you can still make sure your influencer has an audience in the right location and age range and assume that they have similar interests as your influencer. It also allows for an expanded reach to people you may not have realised would be interested.

Word of mouth

92% of people trust recommendations from friends and family over any other type of advertising – and, many people see the influencers they follow as friends. Because of the nature of social media, you begin to feel as though you truly know the people that you follow, so it’s easy to begin thinking of them as a friend and trust the recommendations they make when they offer genuine opinions.

An influencer campaign should be done with the same level of strategy as you’d use for any other style of marketing campaign; you need to have a clear goal in mind and an understanding of your own brand voice and target audience before you begin.

When done well, influencer marketing can generate great results for your brand, but not every influencer is created equally and not all of them will get you the results you’re looking for.

The Benefits and Risks of Influencer Marketing

Influencer marketing can suit just about any industry and the right strategy can mean brilliant results, but just like anything else, it comes with its own benefits and risks.

Benefits
  • Provides an authentic voice – using real people to talk about your brand gives you an authenticity you wouldn’t otherwise be able to get
  • Reaches an already engaged audience – choosing the right influencer means choosing someone whose audience is already interested in what they have to say
  • Allows for unique content creation which you wouldn’t be able to necessarily do yourself – a huge breadth of content styles is at your disposal when you outsource content creation
  • Inherently provides user-generated content – UGC can be used to create digital campaigns across platforms or fill out your own social profiles
  • Provides more brand touchpoints – more touchpoints are more chances for you to positively engage with your audience and create stronger relationships
  • Gently pushes people out of the ‘messy middle’ with social proof – the messy middle is where people are in the research/decision phase of their purchase choice and social proof can provide the kick they need
  • Nurtures loyal customers and brand advocates – you can use influencer marketing as a way of celebrating some of your best customers
  • Avoids the pitfalls of ad blockers
Risks
  • Has the potential to hurt your brand image – if you choose the wrong influencer or approach a collaboration the wrong way it can backfire and result in a poor response from your audience
  • It’s not ‘set and forget’ – you need to be able to manage the conversation happening in the comments and trust that your influencer will know how to respond appropriately to questions or contentious comments
  • Not all influencers will get you the right results – if you don’t carefully look at your influencers’ audience and engagement then you may not get as good of a return on your investment as otherwise

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Finding the 'Right' Influencer

This is probably the section you’ve been looking forward to the most and, honestly, it’s one of the most important parts of a successful influencer marketing campaign. Experience tells us that when these campaigns don’t go well, often it’s because of the strategy, not the influencer. Please don’t hate us for saying that.

You need to put in the hard yards at this stage, more than any other, to choose the right people. It’s going to take a lot of research, looking through data, and scrolling through your socials. It also means building relationships with influencers who do well, so you know you can go back to them.

There are a number of tools you can use to help you through the process of finding new influencers to work with. Upfluence and Ninjalitics both offer free versions for a limited number of searches, otherwise, you can pay for their premium features. It can get pricey, so we recommend trying to work through the process manually at first so you can get a feel for the ins and outs of it.

What should you look for in an influencer?

There are several key things to look at when choosing influencers (aside from the fact that they need to live in the areas you’re targeting):

Engagement

This is a buzzword when it comes to influencer marketing, but for a good reason. Originally, all brands looked for were influencers who had a lot of followers and looked pretty. In reality, this doesn’t really work for anyone and while you can certainly get a lot of reach, that’s rarely going to help you achieve tangible marketing goals.

There are different forms of engagement and when you look across multiple platforms, you’ll see that some of them offer more importance than others. For instance, on Twitter re-Tweets are really important and on Instagram saves are really important. One thing all platforms agree on though, is comments. Comments are where you can gather incredibly valuable information about audience sentiment and where you can engage in meaningful conversations.

Engagement rate

An influencer’s engagement rate is a good indicator of how highly their audience regards their content. Using publicly available information, you can calculate the engagement rate using this formula:

Eng. rate = avg. number of engagements / followers

Where the average number of engagements comes from their last few posts.

For nano influencers on Instagram, aim for an engagement rate of at least 5% but as their audience grows, this can go down to a minimum of 2.5%. *Note: the environment has changed over the past year or so and average engagement rates are declining. For larger influencers, you may wish to aim for a minimum of 1%.

Matching voice

We’ve said it before and we’ll say it again. The best content is authentic content. Your influencer knows how to create content their audience will enjoy and, conversely, your audience knows when you’ve created the content for your influencer.

Choose influencers who already align with your brand voice and image, so you don’t feel the need to restrict their creativity too much. This is in relation to their style of imagery, the filters they use, and how they speak in their captions and stories.

Audience

As with any marketing campaign, you want to be sure you’re targeting the right audience. With influencers, this comes in the form of their followers (largely, obviously other people can still view their content too).

The platforms mentioned earlier will show you audience data as part of their paid subscriptions. This includes information about where their followers live (down to the city in some instances), their gender split, and what topics their followers are interested in.

But, once you’ve got a shortlist of influencers you’d like to work with, you can ask for this information yourself. In the early stages of your outreach to them, make sure it’s clear that while you’d like to work with them, it’s dependent on them having an audience that matches your desired target.

#TooManySponsoredPosts

The whole reason for using influencers is to offer an authentic voice for your brand. Working with someone who promotes products in every other post will likely dampen that authentic message.

Keep in mind though, that influencers in some industries (like beauty and fashion) will tag brands in almost every photo, simply because that’s what their followers want to know. They’re not necessarily being asked to promote those brands.

My top tip for working with influencers is to give them as much creative freedom as possible! Nobody knows their audience better than they do, and they know what makes for an engaging piece of content. Provide essential guidelines (e.g. no underwear/swimwear”, “please create your content outdoors” etc - whatever is essential for your brand), but the more freedom you can provide, the better!

Jo Tanton (@jotanton) | Influencer

Outreach

Make outreach personal; give them both what you can do for them and what they can do for you. Include WHY you decided to reach out to them – Do you like their content style? Do you like the support they show for certain initiatives? Have you seen them regularly use a product like yours (but not as good)?

Most influencers have their email address in either their bio or under the ‘email’/’contact’ button on their profile. If they’ve got a talent manager, be sure to email them directly instead of the influencer. If you can’t find that information, and sometimes you won’t be able to, you can still send them DMs, just be sure to include the same authenticity as you would in an email and move the conversation to a more formal setting as soon as you can.

Industry Regulations

Remember to specify how you’d like to disclose your partnership, keeping in mind different national legal requirements depending on the country your influencer is in and/or promoting to.

Eg. #YourBrandNameSponsored + the “Paid partnership with Your Brand” tag

As per the Australian Association of National Advertisers’ guidelines, you’re legally required to disclose the relationship between your brand and the influencer. Note: #sp isn’t going to cut it – you need to make sure your disclosure statement is clear to the general public and doesn’t use industry jargon. Influencer marketing and disclosure tags is a big topic to go through, so we’ve written more about it here.

Remember: Instagram and Facebook require influencers to use the “Paid partnership with…” tag on all sponsored posts in addition to the legal requirements for your region.

We also recommend that your influencers briefly mention why they’ve partnered with you and your brand. Authentic relationships garner the best results and being transparent about why they’ve partnered with you will help support this.

Usage Rights and Intellectual Property

The content that an influencer creates is their intellectual property, whether it was created to promote your brand or not. Without additional agreements (and often payment) in place, you may only use their content organically, otherwise, you risk fines and coming under the wrath of an influencer with a large audience.

Organic resharing

This is the most common form of resharing user-generated content. You mustn’t edit the image in any way, like adding a watermark or changing the colours, and you must give credit to the creator. It’s best practice to avoid using screenshots and instead ask for a high-quality version of it from the influencer if you don’t already have a copy.

We encourage you to reshare content in this way for a number of reasons: it increases the number of links between you and your influencers, it’s high quality user-generated content that can supplement your brand-generated content, and it garners social proof.

Digital usage/commercial usage

If you’d like to use content in your ads, on your website, or in any format without giving credit to the influencer, you will need to negotiate these usage rights into your contract. Depending on how and for how long you’d like to use the content, the amount you’ll need to pay will change. For instance, if you’re planning on running Instagram ads with your influencer’s photo for a month, it will cost a different amount than if you were planning on using it on your website indefinitely.

We always encourage holistic marketing strategies and the best way to get started is by asking your top performing influencer if you can boost their post. This is particularly straightforward on Instagram, as the app natively encourages boosting a post to increase reach and engagement.

Exclusive/non-exclusive rights

This is less likely to come up when specific products or services are featured in the content, but if you’re paying for commercial usage rights, it may be beneficial to include an exclusivity clause for the same period. This will prevent the influencer selling this content (or using it themselves) and potentially directly competing with your ads.

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Reporting and Results

Go back to your goals and think about why you wanted to work with influencers in the first place. Was it to increase brand awareness and reach a new target audience? Was it to make sales? These two goals involve very different metrics, so you need to be clear and concise with what you’re after.

You will need to ask your influencer to send you screenshots of their insights to get anything beyond the surface-level results you’ll see publicly.

What insights should I look for?

Reach

Reach tells you how many unique accounts saw your piece of content.

Impressions

Impressions are the number of times your piece of content was seen. Your impression value will likely be higher than your reach value as some accounts will see your content multiple times. Depending on the platform, sometimes you can see where these impressions have come from which can be useful for reporting.

Views

Usually used in terms of videos, views are like impressions in that they’re not necessarily unique; an account may have viewed your video multiple times.

Engagements

Engagements come in multiple formats depending on the platform your content was posted on, so we won’t go through them all but these are the top five that you’ll encounter.

Likes – the number of likes your piece of content has received.
Comments – the number of comments on your piece of content.
Saves – the number of times your content was saved for people to look back at it.
Shares – the number of times your content was shared, either within the app or externally.
Link Clicks – particularly important for traffic goals, link clicks are the number of times your link was clicked on directly via the content.

To Wrap Up

It’s a lot to work through and think about but be rest assured that once you’ve wrapped your head around it, your influencer campaigns will be great.

The main thing to keep in mind is to make sure your influencers align with your target audience in their tone of voice, content style, and audience location. Once you’ve found those influencers, make sure you’ve clearly discussed what’s expected from both sides and recorded it to keep everyone involved safe. Everything else can be modified based on you and how you run, but if you’ve set up those parameters you’ll do fine.

Get your full copy of the guide here!

The full PDF version of this influencer marketing guide outlines specific tips and templates to follow for choosing, reaching out to, and contracting the right influencer for your brand. Get your free copy today by filling in the form below.

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