Influencer marketing has become an integral part of most brands’ marketing strategies. However, many brands make the mistake of treating influencer marketing campaigns as one-off projects rather than an ongoing strategy. The most effective brands utilize influencer marketing software to run always-on influencer campaigns that yield better results over time.
What Does “Always-On” Mean?
Always-on influencer marketing refers to brands collaborating with influencers on an ongoing, indefinite basis rather than running short-term campaigns. It involves thinking long-term, measuring results over months and years, and steadily building relationships with influencers like any other marketing channel.
When done effectively, always-on influencer marketing can become a core pillar of a brand’s digital strategy. Just like SEO, email, and content marketing, it takes time to see the full benefits but pays dividends when done consistently.
Why The “Always-On” Approach Works?
There are several key reasons why brands see better ROI from always-on influencer marketing versus one-off campaigns:
More Opportunities to Optimize Campaigns
With longer-running campaigns, brands have more chances to analyze performance data, identify trends, and make tweaks. It provides more time to determine which types of influencer content perform best and which creators drive the most engagement. Brands can then use these insights to refine messaging and creative direction on an ongoing basis.
Increased Reach and Word-of-Mouth
The more influencers are posting about your brand over an extended period, the more new audiences you’ll be exposed to. This can create a positive snowball effect where satisfied customers start creating user-generated content as well. Always-on campaigns lead to exponential growth in brand awareness and word-of-mouth.
Support For Other Marketing Channels
Influencers can do more than just build your brand’s social media presence. Their content can also be repurposed for ads, website product pages, email newsletters, and more. Having an always-on stable of influencer content makes it easier to promote product launches across channels.
5 Key Components of an Always-On Influencer Strategy
Here are five essential building blocks for creating an effective always-on influencer marketing approach:
1. Clear Campaign Goals and KPIs
Rather than vanity metrics like reach and impressions, focus on measurable objectives like sales, traffic, and conversions. Track performance against longer-term goals on a monthly or quarterly basis.
2. Thoughtful Influencer Partnerships
Carefully vet and select influencers who align with your brand values. Prioritize quality over quantity and develop genuine relationships for better long-term collaboration.
3. Dynamic Creative Briefs
Provide influencers with clear direction while allowing flexibility in content creation. Continuously test and refine your briefs to drive optimal performance.
4. Ongoing Performance Analysis
Collect and study campaign data to identify new opportunities and areas for improvement. Optimization is key for maximizing always-on campaigns over time.
5. Multi-Channel Amplification
Repurpose top-performing influencer content across other marketing channels for greater exposure. This creates a positive feedback loop driving even stronger results.
For brands investing in influencer marketing, adopting an always-on approach is crucial for sustainability and driving true impact. Like email marketing or SEO, it requires patience and commitment to see the full benefits. But brands that embrace it as an integral, long-term strategy will reap major dividends over months and years.
The key is having the right processes, partnerships, and analytics in place to optimize efforts on an ongoing basis. This means investing in an influencer platform for brands that provides campaign management tools, and performance insights, and simplifies creator relationships. With the proper always-on influencer marketing foundation, brands can build recognition, trust, and sales exponentially over time.
