Building a Strong Foundation for Influencer Marketing

What a long way we’ve come. What started as traditional celebrity endorsements has evolved into a dynamic and diverse ecosystem, blending collaborations with celebrities, influencers, content creators and now AI. 

This spectrum of partners offers a range of ways for brands to jump in and connect with macro to nano audiences through paid and unpaid tactics. Yet, establishing a solid foundation for your influencer marketing and communications platform is an essential first part of the engagement process. 

Here are five steps to ground your platform and set your brand up to adapt and thrive in this evolving space. 

1. Build a plan.

Start with the basics and write down your marketing and communications plan. It surprises me every time people skip this critical step. Define your audience, determine your objectives and strategies, and then list your tactics with a clear timeline. 

Think about whether your objectives are specific to brand awareness, fundraising, driving sales or community engagement and then write down corresponding calls-to-action and KPIs. This road map will set you up for success at the start and provide a guide as you navigate changes and challenges while executing your plan. 

2. Define partnership structures.

Decide if, how and when to structure partnerships with more formal “ambassador” relationships vs. flexible, ad-hoc opportunities; let’s call the latter “advocates.” There are benefits to both relationship types based on the partner’s appetite to engage on a consistent basis and your objectives. 

• Ambassadors: These partners have formal titles, which signal a level of expertise and authority for audiences. For example, the United Nations uses “Goodwill Ambassador” as a key title. These ambassadors commit to an organization for a certain number of years and a set of structured deliverables, from events to media moments to social engagements, often across multiple campaigns, ensuring a consistent presence and a deep connection with the brand. 

• Advocates: On the other hand, some organizations and partners prefer less rigid arrangements. Advocates engage with the brand more casually, participating in campaigns as opportunities arise that make sense for both parties. They “float in and out” of the brand experience, offering valuable advocacy without being locked into set expectations. 

Also consider if and how to advance advocates to ambassador programs, depending on your resources and objectives. 

Partnerships should not remain stagnant year-over-year, particularly with the every-changing news and communications landscape, and limited audience attention. 

3. Engage the right partners.

There are many considerations when identifying the best prospective influencer partner to engage. After reviewing your plan, start by looking for an individual who aligns with your brand’s values and who has an authentic voice that reaches your target audience. Influencer databases help streamline this process, allowing you to filter based on criteria like audience size and growth across social channels, engagement rates and content niche. 

After you’ve narrowed down a list of prospects, take time for due diligence. Conduct a media and social media audit of everyone. Have they faced any controversies or made public statements that do not align with your brand values? Talk to your team to make sure you have a clear understanding of the risks and opportunities with each prospective partner and the level of risk you find acceptable for your brand. 

From there, you can begin building outreach materials and determining the best approach for initial outreach to each prospect. Do they already follow you on social media? Does your board member have a connection? Make the outreach personalized, authentic and appealing. Take your time. This step can’t be rushed. Sometimes partnerships do not work out in the moment and take years to cultivate, for the better. 

4. Manage sensitivities.

In today’s charged political climate, social issues and constant breaking news, it’s crucial for you to prepare for partner reactions to current events. While you should have flagged potential risks in your due diligence audit, you may not be able to anticipate the next big controversy that can change a partner’s attitude, perception or voice. This may create opportunities for genuine connections but also may pose risk if a partner’s stance does not align with your brand’s values. 

You should have a contract that clearly defines expectations about content aligning with brand values to mitigate some of this risk. If you do face a controversy, then put a crisis communications plan in place that outlines contingencies for the specific event. Then determine the best way to approach your partner about the situation. Honest conversations that welcome feedback go a long way. 

5. Craft creative touchpoints.

With the flood of messages online, creativity is key to cutting through the noise. Within the framework of your plan, brands can work with partners to co-create engaging content that resonates with key audiences. According to the 2023 Sprout Social Index report, 25% of consumers believe that influencer collaborations make brands more memorable on social media. 

Whether it’s through storytelling, interactive content or unique visuals, giving partners some creative freedom ensures that content feels organic rather than forced.

Do not forget the importance of offline engagement, as partners and audiences continue to demand in-person connections. Whether through large-scale events, intimate gatherings with leadership or visits to see the work in-action, in-person activity deepens understanding and fosters a personal connection with your brand, adding value to digital collaborations. 

No matter the channel, leverage data-driven insights to assess and optimize your platform. Capture data through your and your partners’ analytical tools to deepen your understanding of audience preferences and adjust your plan for maximum impact. 

Final tip: Trust your instincts 

The influencer landscape continues to evolve, challenging brands to adapt and innovate to reach audiences with heightened authenticity and relevance. By grounding your work with a solid platform that includes a communications plan, engaging the right partners, managing sensitivities and fostering creative connections, brands can navigate this dynamic space with confidence. 

At the end of the day, trust your natural instincts in communications and relationship management to build the partnerships that resonate and create lasting connections that help advance your brand goals.