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Building Authentic Relationships with Influencers: Dos and Don'ts

Influencers have become a crucial part of marketing strategies. They have the power to sway their followers' opinions and purchasing decisions. However, building authentic relationships with influencers is not as simple as it seems. Here are some dos and don’ts to guide you through this process:



Do Your Research

Before contacting an influencer, it's important to know their niche, audience, and content style. This helps you determine if they're a good match for your brand. For instance, if you're a fitness apparel company wanting to work with a health and wellness influencer, research their niche, audience demographics, and content style to make sure they align with your brand's message and target market. Doing this research increases the likelihood of a successful partnership and maximizes the impact of your influencer marketing.

Personalize Your Outreach

Influencers get many collaboration requests every day. To make your request stand out, let's use an example. When contacting a fitness influencer, you can mention specific posts or content they shared that you liked. This shows that you understand their brand and how working together could benefit both of you. By personalizing your message like this, you increase the chances of getting a positive response and building a strong relationship with the influencer.

Provide Value

Influencers are more likely to collaborate with brands that offer value. They may be interested in receiving free products from the brand, monetary compensation for their work, or exposure to a new audience through the collaboration.



Don't Be Pushy

Building relationships takes time and patience. Don't rush influencers into making a decision. Give them enough time to evaluate your proposal and consider the benefits it can bring to their goals. Giving influencers the space and time they need to make an informed decision shows respect for their expertise and priorities. This approach increases the chances of building a strong and mutually beneficial relationship that can lead to long-term results.

Don't Ignore Smaller Influencers

Big influencers can help your brand, but smaller ones may have more engaged audiences. For example, instead of partnering with a celebrity influencer, consider teaming up with a dedicated beauty blogger to market your new makeup line. This influencer may have a stronger connection with their audience, resulting in increased engagement and sales for your brand.

Don't Forget to Follow Up

If an influencer doesn't reply to your first message, it's okay to send a polite reminder. For instance, if you contacted an influencer about collaborating and didn't hear back within a week, you can send a friendly follow-up expressing your continued interest. Remember, being persistent can lead to great opportunities! Just be respectful and patient throughout the process.
Building authentic relationships with influencers requires time, effort, and a strategic approach. By following these dos and don’ts, you can create successful partnerships that benefit both your brand and the influencers you work with.
Jeff Hostetter
Content Marketing Strategist at Neon Supply