The Basics of Strategic Partnerships and Influencer Marketing

I had a great discussion today with someone asking about influencer relationships, strategic partnerships, and how to figure out who, what, where and why. It reminded me that marketers and non-marketers alike struggle with the first and most important step all too often, most unaware they are missing the mark.

The key to a valuable partnership? Finding the right partner from the start.

You want someone or a brand:

• With a complimentary audience
• That isn’t a competitor, doesn’t sell or rep competing services (a one-off post from an influencer is different than being a spokesperson for a brand. Do they have an eCommerce store where they sell competing brands?)
• Your audience relates to or looks up to — makes them say I want to be like them or have that, too

From the outside, it’s as simple as finding an address, sending product, and tada they post.

Simple isn’t always reality, though. Especially in this case.

Sending product to an address with no one expecting it may get your product used, but typically won’t get it a mention, post, story, video, [insert preferred form of promotion].

It’s not just about having an address. It’s about the strategy — reaching out first to see if they’re interested so you send the exact products they want, aka they’re more likely to use them.

You may connect with their representation. Check in. Ask questions, don’t just pitch them something that wouldn’t be relevant. Show you care and they aren’t just another name on your list. And don’t forget, their representation most likely reps other potential partners.

If you aren’t seeing the results, feedback and interest you’re hoping to get through your influencer and/or strategic partnerships program, schedule your free consultation with marketing strategist Erin Murphy, founder of Basics Simplified, to refresh your approach.