The Lion's Den

How to Develop a Community With Your Influencer Partners

Influencer Marketing
Joshua Rondeau, Unsplash photographer

An influencer is a person who has the ability and means to influence potential customers of a product or service through the promotion of that product or service. This can be done through rigorous physical means or social media, as is the case today. This is a service that has always been intrinsic to the business world as it drives sales and return of customers, depending on the aim and scope of the influencers’ duty.

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What is an influencer community?

The task of influencing can be tricky and the reach depends on the methods used. Thus, one of those methods used by influencers is building communities around a product or service being promoted. Brands and businesses are beginning to see the potential in building and nurturing their community. It isn’t something that can be created abruptly as there needs to be an awareness of the groups of people that constitute the community; Customers, Brand ambassadors, Influencers, and Testimonials.

The above-mentioned work hand in hand in creating an environment where the community grows and fulfills its purpose. One cannot just decide to start a community because they can, the community must be built around a topic that is relevant to the brand.

This can be a very powerful tool that marketers can bank on in driving sales and customer patronage. About 86% of fortune 500 companies noted that communities help provide much better insight and clarity to customer needs. This is very important to brands and businesses as they survive on the patronage of customers.

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How do you build your community with your influencer partners?

To build a community with your influencer partners, certain steps are to be followed to better integrate the influencers into the strategy. These steps include;

Understanding the art of cross-promotion

Influencer cross-promotion may be done in a variety of ways. Appearing on each other’s podcasts and live streams is one way. You may also promote each other in your newsletter or through other forms of communication. This is a fantastic approach to expand your respective audiences by providing content that benefits both groups.

Another approach is to include some shared promotions in your influencer contracts. This is especially beneficial if you take the effort to find the proper influencers to collaborate with.

Understanding how influencers may help social marketers engage with and create online communities is one use case for influencer marketing. From event planning to successful product placement, influencers are the key to unlocking your brand’s full potential.

Host an interactive session with an influencer

Finding a method to bring your community together through a live chat through Zoom (or another video solution) may make a big difference, whether your group is on Facebook, LinkedIn Groups, or anywhere else.

Not only will a live event with an influencer energize your community, but it will also benefit the influencer by exposing your community to their audience. Influencers want to broaden their spheres of influence. If you offer your influencers time in front of your audience, they will be able to increase their following while adding value to yours.

This is very crucial to remember while establishing an ambassador program. When done right, live events can be mutually beneficial and are a wonderful method to develop organic brand enthusiasts.

Host a product launch through an influencer or a community event

Members of the community may take their involvement to the next level by collaborating with an influencer to plan a product launch or community event. You not only pique your community’s curiosity with the opportunity to hear from an expert, but you also provide social proof that this is an event they won’t want to miss by inviting an influencer to host it.

These types of gatherings also provide an excellent chance for you to recognize and develop relationships with individuals in your community who have a significant social effect. If they’re already active in your community projects, chances are they’ll be ecstatic to be able to contribute to their expansion.

Encouraging members to introduce a friend or co-worker to the event is another fantastic method to expand your community and event attendance.

Understanding and keying into the things that motivate your community

Answering the issue of what draws your community together the most is critical. What is one universal truth that your community embraces? What is the skill they want to acquire or improve? With the aid of influencers, you can find and magnify this common thread, resulting in a stronger, more cohesive community.

Work with influencers who are recognized for premium quality or exclusivity, for example, if your community is unified by a desire for premium quality or exclusivity. Bringing in industry leaders provides instant credibility and adds value to your community.

Categorize influencers by brand affinity

Building successful influencer connections requires consistent outreach, yet keeping track of all of your influencers at the same time is nearly difficult. As a result, segmenting your community into smaller groups depending on the degree of their brand loyalty is beneficial.

This enables you to design customized outreach strategies for each group: product shipments, for example, may stimulate the curiosity of new fans, while you may treat your long-standing brand advocates to a party or trip. You may save time and money while increasing your effect by customizing your outreach to fit the requirements of each cohort.

It’s crucial to keep in mind that these are fluid groupings. Influencer connections should be nurtured in the same way that leads in a sales funnel are nurtured, so that bloggers who begin as prospective fans eventually become brand advocates who can recruit new potential followers. You can encourage not just enhanced loyalty within your influencer network but also long-term community growth through smart outreach.

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Just like any other type of human relation, the best way to manage your influencer community is to ensure that you nurture fresh relationships and sustain previously made ones. While you cannot completely control the discussion within the community, with proper management strategy, the conversation can be steered through your participation.