Continued nurturing Just because you’re guest posting for your influencers or vice versa doesn’t mean you’ve finished your work. Relationships don’t last if you don’t continue to put in the effort. Does your new friend have a book coming out, or an event coming up? Help him or her promote the work he or she is so proud of. Continue spotlighting them on social, and continue to share their content. Just like your good friends, you don’t use them once and kick them to the curb. This is a mutually beneficial relationship that should be upheld for years to come. According to the same study by Augure, the most effective content to leverage collaboration with influencers are events (70%). Set up a book launch party to help your influencer spread the word about his or her new content, or organize a happy hour networking event to give her greater visibility. If an event isn’t in the cards, try to work on a cobranded piece of content. Any opportunity for your influencer to share his or her opinions and speak on a topic they are passionate about will most likely yield a strong response. Measuring your influence Generating awareness, increasing engagement, building relationships and continued nurturing is all well and good, but we’re marketers and that means measuring is crucial. If you aren’t measuring it, it basically didn’t happen. Am I right? Augure also found that 53% of companies struggle to measure their influencer marketing results. That’s a pretty high number. Take a step back and look at the basics you can measure each week:
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