Influencers are fast becoming the “it girls and boys” of advertising agencies everywhere. In today’s market, the first thing a brand wants to know is which top influencers can make products and services go viral.

It’s every brand’s dream to have loyal followers that recommend, share and post for the love of the brand and not for payment.

So how can you achieve this?

Being both an agency and an influencer gives me a good view from both sides of the fence.

Here’s an inside look at what makes me want to promote a brand and what doesn’t!

Full disclosure: I don’t get paid for influencing but I have accepted gifts on occasion. 

Reasons to promote a brand include:

1. Trust: Your brand should inspire trust from the beginning. The promise should be obvious and consistent to those that follow it. If I read positive posts from other influencers, I will be more eager to promote you and “tell” my followers about you. I am a Starbucks follower for many reasons besides coffee. One of them is that it offers a community. If everyone else is drinking and sitting in the shops, it must be a reliable brand.
2. Benefits: How useful is your product? How timely is it? I spend lots of time tweeting and promoting Flipboard. That is because I see the long-term global benefits of the app for my business. If there is a clear-cut benefit, then I am very likely to promote a product.
3. Comfort: This relates more to your brand’s customer service and reliability. You want to have your systems in place in case something goes wrong. For example, I was traveling to Los Angeles from London on American Airlines and my luggage didn’t make it. I tweeted them out, the response was Immediate and my luggage arrived shortly after.
4. Tribe: Building a relationship with like-minded people is the icing on the cake. When I represent a brand, it is a great feeling to find commonality around my peers and we can share something of interest. I like organic foods and will support and endorse any Non-GMO products.
5. Interaction: The best reward you can offer an influencer is showing them that you care. Share their posts, acknowledge them, and always remember to treat influencers with kindness. After all, they are doing you a favor.

What influencers shy away from:

1. Spam: People or brands that pretend to be something that they are not and keep insisting on my good graces.
2. Ingratitude: Sorry to be curt about this! But, an influencer does not owe you anything. Some of us choose to promote because we believe in you and your products. Please do not take us for granted.
3. Short Sighted: Using influencers project by project and not thinking about what lies ahead. Try to build a relationship with your brand advocates even if you do not see an immediate need. You never know what’s around the corner.
4. Small following: Staying away from influencers that don’t have big numbers could be a lost opportunity for your brand. Advocates that have less followers tend to be eager and grateful for the opportunities that you give them. A little conversation can amplify a long way!

Influencers are a great way to affordably promote your brand! Research shows that most consumers like to purchase from sources they know and trust. Keep these suggestions in your back pocket for your next successful influencer campaign.

Have you worked with loyal advocates? If so share your experiences with me at @websuccess