Send an email. If you find that there are people who are regularly interacting with your brand on social media and always have something great to say, move the relationship beyond that platform. If you aren’t able to send a handwritten note, sending a quick email to let them know how much you appreciate their support will go a long way in building the relationship.
Give them a discount. Even if you can’t justify sending a free product to an influencer (perhaps their social media reach isn’t large enough or they aren’t in quite the right niche) consider offering a modest discount.
Feature them on your blog. A regularly-updated blog can be a fantastic way to not only share company news but also establish a brand personality, connect with industry influencers, and highlight emerging talents in your industry. At ONA, we realized that our customers were constantly creating great original content for us through photos they shared on Instagram, Facebook or their personal blogs. We moved beyond highlighting emerging photographers in our Photographer Profile series and started featuring ONA users from a variety of backgrounds (e.g., professional photographers, bloggers, photo enthusiasts, etc.) in different ways. People now regularly contact ONA for a chance to be featured on the blog. Not only does this associate ONA with incredible talent, it also shows potential customers how existing customers are using the product.
Treat them to a coffee. One of the best ways to build long-term relationships is to get to know influencers beyond their blogs, publications or Instagram feeds. We regularly reach out to photographers and bloggers about meeting up over a coffee or a drink. Those conversations (that aren’t just brand-focused) often lead to creative collaborations. Keep an eye on Twitter and relevant blogs to know when out-of-town influencers will be coming through your city – and make plans!
A version of this story appeared on the StartupCollective, a virtual mentorship program designed to help millions of entrepreneurs start and grow businesses. It was launched by the Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most promising young entrepreneurs.