¿Cómo creas una situación de ganar-ganar tanto para tu marca como para el influencer?

This is a tough article to address as I introduced my business model with a very clear objective which was to expose a unique collection of brands that combine smart technology with intelligent products and creative design. The inception of that platform was developed because many industries were implementing this influencer marketing strategy without any connection to the products that were being promoted and this approach quickly transitioned to targeting quantity over quality. The expectation that a customer base would impact growth to an exponential level that revenue would continue to rise and this became the entire marketing mantra for generating online success - the idea was never designed to build a brand but to sell a campaign.

This initial approach is so important to the relationship between brand and influencer. Often I’ve been approached in a way that made me not want to work with a brand as it seamed the brand was not a great of partnership. The opposite of this can be amazing and inspiring. ✅

The key to a successful partnership is a balance between the influencer's authenticity and your brand's messaging. By genuinely valuing the influencer's contribution and working toward common goals, you can create a win-win scenario that benefits both parties.

Like in any win-win relationship, it has to be beneficial for both parts. 1. Be clear on your goal with the campaign and budget you want to invest in. This will avoid frustration and hard negotiations. 'Pay peanuts, get monkeys'. 2. Work with professionals that know how to work on a campaign with creators end-to-end and can advise you on the best route. 3. Treat creators fairly and value their work. This is crucial if you want a win-win outcome. Mutual respect. 4. Equally, creators should be professional and diligent, being able to deliver what's been agreed upon in a timely manner. We could write about this for days but the 4 points above sum-up what, in my experience, are the pillars of a well-executed campaign.

Ultimately, creating a win-win situation for both the brand and the influencer requires mutual trust, respect, and collaboration. It’s essential to respect the influencer's expertise and give them creative freedom to express their authentic voice. Micromanaging or dictating every aspect of their content can undermine their credibility and authenticity with their followers. Clear guidelines, expectations, and feedback are also crucial to ensure that your campaign goals and messages are consistent and coherent. Regular and open communication with the influencer is essential, and supporting them throughout the process can help build a positive and long-lasting relationship.

To avoid multiple rounds of feedback, determine 3-5 key messages (including the CTA) that you want the influencer to implement into the content they’re creating. You can include this in your contract or trade-out agreement. Then, give the influencer creative freedom to frame the messages according to their voice—this ensures the influencer’s audience understands, receives and engages with the campaign content once it’s live.

- Choose and reach out to influencers wisely. Make sure they align with your brand's values and target audience so later on it's a win-win situation for both of you. - Tag them and give them the recognition they deserve. - Educate them clearly on your goals and the type of content you need so the revenue generated by content is fair and also compensate the influencers fairly.

Trusting the influencer to do their art and know their craft is key to a successful campaign. By giving them creative freedom, you allow them to showcase your brand in a way that resonates with their audience. It's important to be open to unexpected outcomes and to trust that the influencer knows their audience best. At the same time, clear communication of objectives and guidelines can help ensure that the campaign stays on track and delivers the desired results. Ultimately, building a relationship based on mutual trust and respect can lead to more effective and impactful influencer marketing campaigns.

Set clear and realistic goals and metrics to determine the effectiveness of your strategy, such as reach, impressions, clicks, conversions, sales, ROI, or brand awareness. Be mindful of the answers you seek and the questions you ask to find them. Build in inclusive path to questions, collaborations and be open to outcomes other than intended.

Influencers act as a digital billboard to raise awareness, build trust and create engagement, so the key to success in any part of the funnel is finding people who are looking for partnerships that make sense in their defined spaces. Influencer talent simply does not need to be digestible for every available demographic in the marketplace. Before a brand even starts investigating influencers, they need to take a comprehensive look at their community and how it could be served by a collaboration. This strategy helps drive focus on how chosen influencers will work both within their respective communities, as well as the crossover between both target audiences where there is a tangible connection to ensure better ROI for everyone.

Influencer marketing has undergone a significant transformation in recent years, thanks to the evolution of platform features and consumer behavior. One of the key advantages of influencer marketing today is its ability to track success at every stage of the consumer journey. From brand awareness to purchase consideration, conversion, and even post-purchase feedback, influencer marketing offers a wealth of data that can help businesses better understand their audience and optimize their campaigns accordingly.