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Working with Social Media Influencers

If you own a relatively well known business more than likely over the past 24-36 months you’ve been approached by a “Social Media Influencer” promising to grow your social media following for a free meal, hotel room or products.

How do you know this person can legitimately provide the services they’re promising? Do you need to pay them? Do you need an agreement in place to work with them? We’ll lay out a few key points that can help make it easier to try and work with real influencers to help grow your business.

  1. Ask Questions
    • Treat them just like you would anyone trying to sell you anything. A healthy degree of skepticism is ok in this situation. Especially if they are asking for free products, services, or money.
    • Ask what the demographics of their following.
      • Do they line up with your ideal customer or customers you’re looking to attract?
    • Ask about any past work they have done with other businesses.
      • Can they give specific examples of growing followers, or increasing sales
  2. Set Expectations
    • Set very clear guidelines of what you would like this person to achieve.
      • An example of this could be we would like to see a 5% increase in social media followers.
      • Another example could be giving them a discount code or coupon to try and track sales that originated from this person or persons.
    • Explain exactly what support or services you will provide them with.
  3. Put Together an Agreement
    • This part is crucial if there is a transfer or money.
      • It doesn’t have to be written by a lawyer, but having something in writing can be very handy if this person fails to live up to expectations.
      • The basic outline should be (insert influencer or their company name) will provide (insert expectations) for (insert goods, services, or $ amount) by (insert DATE)
  4. Measure Results
    • This last step can often get overlooked but it is just as important as the other steps
    • Can you tangibly look back and see positive results from this experiment?
      • If yes, then it might be worth developing an ongoing relationship with this person or persons.
      • If you didn’t get tangible results, take it in stride and learn from the experience.

Influencers can be a valuable tool to your social media strategy, and when utilized properly can provide a huge value to your business. Summer is a great time to dip a toe into the influencer ecosystem, with so many people traveling it is a great opportunity to gain new followers and customers that you might never have the opportunity to reach otherwise.

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