How do you balance your brand voice and message with the influencer's style and tone?

Influencer marketing is a powerful way to reach new audiences, boost your brand awareness, and increase your sales. But working with influencers can also be tricky, especially when it comes to balancing your brand voice and message with the influencer's style and tone. How do you make sure that your collaboration is authentic, engaging, and consistent? Here are some tips to help you create a successful influencer marketing campaign.

1 Know your goals and expectations

Before you start looking for influencers, you need to have a clear idea of what you want to achieve with your campaign. What are your objectives, KPIs, and budget? Who is your target audience and what are their pain points, interests, and preferences? How do you want to communicate your value proposition and unique selling points? Having a well-defined strategy will help you find the right influencers who share your vision and values, and who can deliver the results you want.

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Naomi David

Management Professional | Marketing & Brand Communications Specialist | Transforming Work Through Strategic Management 🌍
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One thing I have found helpful is providing a brand manual to the influencer that outlines clear guidelines for the collaboration, including what the brand is about, expectations, the brand's messaging, goals, and values. It's important to provide influencers with a brand manual that guides their voice or aids their creative direction in order to help them align with your brand's tone and meet set goals, while still allowing them to put their own spin of creativity on the content.

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2 Research and vet your influencers

Finding the right influencers is not just about their follower count, engagement rate, or niche. You also need to consider their personality, tone, and content quality. Do they align with your brand voice and message? Do they have a positive reputation and credibility in their field? Do they follow ethical and legal guidelines for disclosure and transparency? Do they have a history of successful collaborations with other brands? You can use tools like BuzzSumo, Upfluence, or AspireIQ to discover and evaluate potential influencers, or reach out to them directly via email or social media.

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Sarah Barendse

Social Media | Writing | Content Creation | Graphic Design
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Ideally, you want influencers who are active fans of your company. Someone who uses your products or services. Promoting a product cant come from a cold call product list of benefits, even if it's coming from someone's lips. Using and loving the product puts passion behind it. Passion is what sells.

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3 Co-create and customize your content

One of the biggest challenges of influencer marketing is to create content that resonates with both your brand and the influencer's audience. You don't want to impose your brand voice and message on the influencer, nor do you want to lose your identity and values in the influencer's style and tone. The best way to avoid this is to co-create and customize your content with the influencer. Give them some creative freedom and flexibility, but also provide them with clear guidelines and expectations. For example, you can share your brand guidelines, key messages, hashtags, call to actions, and do's and don'ts. You can also ask for their input, feedback, and suggestions on how to make the content more relevant, engaging, and authentic for their followers.

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Naomi David

Management Professional | Marketing & Brand Communications Specialist | Transforming Work Through Strategic Management 🌍
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An example I've seen is a popular cosmetics brand who selected an Influencer who is a lifestyle blogger known for her eco-friendly and minimalistic approach. The brand partnered with the influencer to promote their sustainable beauty products. They provided a manual or guideline highlighting the brand's commitment to natural ingredients, cruelty-free practices, and eco-friendly packaging. The influencer showcases the products in her daily skincare routine, incorporating her minimalistic aesthetic and sharing tips on reducing waste and embracing a sustainable lifestyle.

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4 Monitor and measure your performance

Once you launch your influencer marketing campaign, you need to monitor and measure its performance. How are the influencers delivering on their promises and goals? How are their followers reacting and engaging with the content? How are you generating leads, conversions, and sales from the campaign? You can use tools like Google Analytics, Facebook Insights, or Instagram Insights to track and analyze your metrics, such as reach, impressions, clicks, likes, comments, shares, and ROI. You can also communicate with the influencers regularly and ask for their reports, feedback, and testimonials.

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5 Build long-term relationships

One of the benefits of influencer marketing is that it can help you build long-term relationships with both the influencers and their audiences. Instead of treating the influencers as one-time partners, you can nurture and maintain your connection with them. You can do this by showing your appreciation, recognition, and support, by providing them with incentives, rewards, or exclusive offers, by inviting them to your events or programs, by featuring them on your website or social media, and by collaborating with them on future projects or campaigns.

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6 Learn and improve

The last tip for balancing your brand voice and message with the influencer's style and tone is to learn and improve from your experience. Influencer marketing is not a one-size-fits-all approach, and it requires constant testing, learning, and optimizing. You can use your data, insights, and feedback to evaluate what worked and what didn't, what you can improve and what you can avoid, what you can replicate and what you can innovate. By doing this, you can enhance your influencer marketing strategy and achieve better results in the future.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you balance your brand voice and message with the influencer's style and tone?

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1 Know your goals and expectations

2 Research and vet your influencers

3 Co-create and customize your content

4 Monitor and measure your performance

5 Build long-term relationships

6 Learn and improve

7 Here’s what else to consider

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