Influencer marketing with long-term results? Take it slow!

Therefore, now is the time for change. Time to take a step back. Research shows that consumers are already getting tired of too much sponsored content, too many ads, and too many forced opinions. They look at influencer marketing differently per se, and are therefore hard to convince.

So should we still be investing in influencer marketing, you ask? Absolutely. Influencer marketing is far from dead. On the contrary, because while it is clear that something needs to change, word of mouth still retains tremendous persuasive power. It is its casual approach that throws a spanner in the works.

The message is clear. Companies need to deal strategically and sustainably with influencer marketing. Because large budgets are involved, because of new legislation and because of the turmoil in the influencer community. They must realize that valuable long-term results also require a sustainable approach. Scoring quickly with a hard bang is not always the best solution.

This often leaves not enough room to grow, to let an idea develop into something really good. And that causes problems in the long run. Time is money, but that doesn't always hold true.

So the most important message you should take away from this: if you want to go too fast, your creativity and quality will be compromised. So it's better to work deliberately and smartly, rather than fast and hard. Do it slow, and benefit all the more later.

Do you do influencer marketing? Then it's best to leave your ego at home. After all, it is absolutely not the intention that you only think about yourself. You have to work for it, but so do the people working with you. So don't think, "How do I get the most out of it?" but rather think, "How can we work together for a great result? Why are we valuable to each other, and can we maximize that value?'

If that first form of connection is not already there, your collaboration lacks authenticity. And the consumer feels that immediately. In the end, this leaves each party hungry. In the worst case scenario, it even causes negative publicity, which immediately rules out a long-term relationship. That can't be the intention!

Influencer marketing as part of your inbound marketing strategy?

Discover a shared passion. The puzzle piece that connects your brand and influencer. That builds trust between you, and with the consumer. Ultimately, it's the very thing that impacts your results. Of course, because influencer marketing is all about trust.

This is true even for start-up influencers. They still have tremendous potential to grow. There is nothing stronger than a team that reaches the top together, and gets there together. Even if that trajectory only comes about step by step: a strong relationship will take you miles.

Data are hugely important. Of course, you want to know who the influencer's target audience is and whether it matches yours. So you don't work with start-up influencers and small reach. That remains true. But the idea that only data are key is a bit overrated.

Far more important is whether the personality and vision match. In the end, that says even more than those dates. Besides: everyone is an influencer. Similarly, there are influencers who have become big by buying followers and likes, without actually earning them based on content. You don't want that. That target audience isn't relevant anyway. So watch out for that.

We're not going to mince words. Dates remain hugely important. That's why it's so important to get to know each other well. Not based on an analytics sheet, but based on a video call, a few messages, a pleasant but productive lunch... That says a lot more than just a few numbers, right?

You can be much more influential if people are not aware of your influence.

Are you already working with one or more influencers? Then maintain those relationships! With small thank-you notes, interesting information about results, new concepts ... That works enormously stimulating.

What goes around comes around. By offering unique experiences, you make influencers happy, and you immediately create a lot of content opportunities. Online exposure that starts from an offline experience. Exciting stories, beautiful settings and unique activities: those moments are really worth it.

Case in point: launch event "Take Time" by the Boxy's, in partnership with Serax.

On the one hand, they create value for influencers. They feel valued, as a member of the team, and immediately see new opportunities for the future. On the other hand, it also affects your success. Of course, you already have a good deal, but you also develop new points of contact so that such an influencer wants to make that little bit more effort. An extra photo here, a more extensive review, more personality... The extra mile, as they sometimes call it. Again: because what goes around comes around.

And of course that makes for a closer relationship in the long run, with strong connections. Such a relationship is harder to break up because you just mean more to each other. Here's to a bright future!

Succeeding the first time in anything you do is never easy. Of course, with any luck, all your collaborations will be. Do you have a good gut feeling? Then you're already one step ahead. Unfortunately, this is usually not enough and you need a little more luck. Especially when you are just starting out in influencer marketing, you still need to learn the ropes.

So it is certainly not a luxury to provide some leeway. Give each other space to make mistakes and learn from them, and discuss what can be done better next time. This is the only way you can grow together.

At best, the partnership between you and an influencer is based on some sort of commission. Do you make money at the hands of one of your influencers? Then that person deserves kudos, too. Agree on just how that works. The most logical option is to work with conversions, and a percentage calculated based on the value of those conversions.

In purely contractual terms, this is the most straightforward thing to maintain and is also just plain fun. You put your best foot forward together to achieve the greatestReturn On Investment (ROI), and reap the benefits together. A final advantage? Motivated influencers are only too happy to do their best to achieve the best results. This is especially true when they then earn a little more from it themselves.

For the pros among us, who have been working closely with an extensive network of influencers for a while, sometimes it may already be a little more. How about a few ambassadors? Go-to individuals who are always there for you and really radiate what your brand stands for.

Example: Estée Lalonde, Lancôme

Again, this works both ways: your ambassadors can count on a steady partner who provides a relatively stable income, while for your brand they are a huge attraction to existing as well as new customers. This is a psychological effect, because "if he or she is such a big fan of this brand, then I'm bound to love it too.

And perhaps the most important tip of all: don't just think about today. More so. Don't just think about tomorrow, or the week after. Brainstorm together about the months ahead, or even the entire year. Discuss future plans, and bend your head over a common goal. The more satisfaction, motivation and opportunity you create.

Influencer marketing is not a quick fix. It's not a fun test to take once in a while. Provide a place in your strategy for influencer marketing, and also let the people you work with know that they play an important role. That way they realize the value they can potentially have, and the bright future ahead of them. Go slow and with the flow!