Have you decided to collaborate with an influencer? Great – it will take your brand to new levels! In order to receive all potential benefits from this media investment, you have to think about the next step – right from the start. Influencer marketing is primarily a long-term marketing tool that you must work continuously with, to be able to measure and get results. In this blog post, we will tell you why you have to invest long-term in influencer marketing.
Why long term influencer partnerships are better?
Even if you often might be able to see quick results from a campaign, e.g. increased traffic to your website, the long-term investment in influencer marketing is one of the most important parts for profitability. People who do this investment uncommitted (in terms of time, energy or resources) won’t be able to keep continuously growing results. For example, you rarely remember one single advertisement in a magazine, a banner on a news site, or the 10-seconds ad on YouTube. In the same way, one single post from an influencer will probably not be able to make the consumers remember your brand – especially not if you are new on the market or for the audience.
Long-term influencer partnerships are much better as you will have already established a rapport with the influencer and they will already know much more about your brand and offerings. With that said, here are some reasons why you need to invest long-term in influencer marketing:
Integrate influencer marketing in the overall marketing strategy
Establishing a long-term strategy for influencer marketing from the start is equally important as having an elaborate plan for your overall marketing. By setting realistic goals, clear KPIs, and dedicate resources to marketing, you will be able to see long-term results compared to if you “just try a little”.
If you sell a product or service classified as consumer durables, e.g. cars or trips, it is extra important to work with influencer marketing, combined with other marketing tools, on a regular and continuous basis. Only when your brand appears in someone’s feed multiple times, and preferably with several similar influencers, will your brand be able to compete with what is on top of the consumer’s mind at the point of purchase. A huge advantage is that you gain credibility through collaborations with influencers since your brand appears as part of a personal recommendation, and not as another advertisement trying to break through the clutter.
Another important aspect about long-term collaborations with influencers is that the customers generated from this marketing method often give higher value to your brand, compared to customers generated from other channels. In general, these customers will stay loyal to your brand for a longer period of time. If they get a recommendation about your brand from their favourite influencer, they are also more likely to share their opinions to friends and family. And remember, one single customer can be important for your brand in the long run.
Curious how to succeed with influencer marketing, today and for the long-term? Download our guide below!
Emma is the Head of Operation and Customer Success at Cure Media and she’s passionate about customer satisfaction and creating profitable partnerships. She’s very goal-oriented and she always wants to perform just as well at work as she does at the gym. Fun fact; Emma has a background as a competition dancer that she tries to entertain at the club late Friday night!