It’s Not About Influencers, It’s About Partnerships

Does the word “influencer” leave the same confusing taste in your opening as the word “TikTok”? A savour reminiscent of going older and not understanding the youths.

old 30 rock GIF

But we’re now to help you figure it out.

Here croaks: Influencer marketing is just a bedazzled, cold-brewed substitute term for “Strategic Business Partnerships.”I know all of you pro-marketers know that a Strategic Business Partnership is one of the most OVERLOOKED and UNDERUSED growth bars in business.

I just aroused your interest, didn’t I? The statements “overlooked” and “underused” are like marketing candy. And we at DigitalMarketer believe it: Influencer marketing can be a huge win for your business.

But. In order to get any real, long-term value out of your influencer market, you need to change the room you think about influencers.

And that starts with understanding what exactly an influencer is.

What is an Influencer

An influencer is someone who has their own following–usually on a social platform–that companies will pay to promote their product.

But the most important thing to remember about influencers( at least in the traditional gumption) is that they are a brand. For many of them, there is no separation between their work and their life. Essentially, their life is their product.

The most frequent( even if they are not definitely most valuable) method that influencers are used in marketing is that companies remuneration an influencer to rep their brand or commodity, ideally creating an opening to make their audience part of that company’s audience.

Effectively: You as the marketer pays for ad placement in a movie, except the movie is that person’s life, and the movie goers are a big following of people who LOVE that “movie star.”

Let’s be clear: No one watching that “movie” is really there to see your product. They are there to see their person, the one who becomes them laugh, prepares them cry, who “gets” them. But there’s more to it than just the movie, because if you can get your product-audience match right, then the public who loves your influencer will buy into the products that that influencer enjoys. It’s a great opportunity to see the impact your make has on someone they trust.

Influencer marketing is a word-of-mouth recommendation, a friend telling a friend about something they enjoy, merely with some fund changing hands.

This is where the “partnership” element comes in.

What is a Strategic Business Partnership?

We have a whole training on Strategic Business Partnerships( you can find out more here ), but here are the basics 😛 TAGEND

You find a company or individual who fits without your( and their) needs, who you work with to achieve any/ all the following purposes :- Enter brand-new sells- Reach new gatherings- Generate more revenue- And spread the word about your product or service

It’s really simple.

Trading a client blog pole with another companionship? That’s a partnership.

Doing an Instagram Story takeover with another entrepreneur? Partnership.

Paying someone to rep your activity?

You suspected it. Partnership.

The trick that determines it strategic is that you aren’t simply picking any aged Instagrammer or TikTok-er, but instead you are doing your research to partner with the claim person or company.

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At DM, we take our partnerships seriously. Not merely because we want to reach the privilege capacity public, and because we want to make sure our current clients would find value in what we produce, but also because we want to be good citizens in the business world. We want to help our friends in the same way that they help us.

Some of our influencers( er … strategic partners) create improves for us, like Billy Gene Shaw and his video ad shop 😛 TAGEND

Workshop with Billy Gene Shaw

Others work with us on social media, like Sunny Lenarduzzi and Sue B. Zimmerman 😛 TAGEND

Social Takeover with Other social Media influencers

Whoever we pick, we make sure that it’s a mutually beneficial partnership, one that will help our gathering first and foremost, but one that will too facilitate our partners and us.

Picking the Right Influencer for You

There is such an emphasis on follower count and involvement rate when it comes to influencer marketing.

How many times have you heard someone on Instagram, on Facebook, on your favorite marketing podcast, tell you that they have 10 k, 40 k, 50 million adherents? That’s great, but we want to know more.

The right influencer for your business were not able to be Insta-famous, and they definitely don’t need a private yacht( unless of course you are in the business of private ships ). They just need to be someone in your niche with their own locked public, who is willing to rep your label to their adherents( after all, influencers force people) and who is someone who your public cartels and likes.

Whether you use an influencer observe implement/ service, or you only scour calls on Instagram, you want to make sure the partnership won’t be jarring to either public. The more seamless it feels, the most successful it will be.

That conveys if you’re selling cheese, you probably shouldn’t pick an instagrammer who is dairy-free, and if you’re selling high-end shoes, you don’t want to pick an influencer who lives barefoot off the ground elevate goats and wild honey.

Take Brad Leone, a test kitchen chef for Bon Appetit and an internet hotshot. He worked with Flint and Tinder on an apron and tweed shirt.

https :// www.instagram.com/ p/ B50UZQVhxvY/? utm_source= ig_web_copy_link

I know what you’re thinking…

The apron, sure. He’s a chef, his partisans like nutrient, that stirs ability. But the tweed?

But when you gape closer, you notice that partnership incorporates well with Brad Leone’s personal firebrand: he’s in cloths regularly on his register. And building partnerships benefitted both parties, because a smaller company gained the exposure of a highly committed, fervent audience.

Brad Leone in flannels in his show

Another BA test kitchen chef, Molly Baz did her own collaboration with a robe company, and again, it worked well because the company fit with her personal brand.

https :// www.instagram.com/ p/ B5Yk0k0Bo93/? utm_source= ig_web_copy_link

In fact, she can be seen wearing the jumpsuit in question on the cros of the magazine.

View this post on Instagram

Look, Ma, I’m on the plow of Bon Appetit Magazine! BIGGGG day at BA, as we launch Season 2 of Making Perfect which follows the Test Kitchen Fam on a passage towards Thanksgiving purity. All the recipes can be found in this beast of such issues on newsstands today. We hit 8 different moves peculiarity all the BA homies so accumulate them all! Link in the bio to watch episode one NOW !

A post shared by Molly Baz (@ mollybaz) on Oct 15, 2019 at 12:52 pm PDT

And again, the firebrand gained a brand-new public and a long-term partner.

While you do want to work with someone with some amount of following, the length is much less important than the quality. It’s always going to be better to have 100 partisans, 50 of which buy, than 10,000 adherents, 15 of which buy.

So when you are diving into the glamorous kitty that is influencer market, simply remember to be strategic about who you partner with.

Personally, I will be haunting a strategic partnership with DavidsTea, one of my all-time favorite labels. It could be a great trade: DavidsTea gets my undying assist and illustration, and I get more tea for my in-office tea corner( you think I’m joking, ask any of my coworkers ).

Sounds like a win-win to me.

P.S. If anyone has any contacts at DavidsTea, let me know.

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