Building an always-on strategy may be one of the top influencer marketing challenges, but its benefits are tenfold. Always-on influencer marketing involves partnering with influencers for the long term instead of running a one-off campaign. Here’s how it can benefit you:
1) Adds Authenticity
Always-on influencer marketing allows influencers to show their ongoing support for your product or service. This shows the audience that the influencer genuinely loves the product and isn’t just doing it for the money. In other words, it adds more authenticity to their advocacy and is more likely to strengthen audience trust in your brand especially if you’re partnering with trustworthy nano-influencers.
2) Enhances Brand Recall
An always-on strategy directly translates to more posts about your brand. When influencers repetitively share your brand message, it helps the audience to remember you. This type of consistent sponsored content can help the influencer’s followers to recall your brand when it matters the most – while they make a purchase decision.
3) Has Long-Term Value
Running an always-on influencer campaign also provides long-term value instead of bringing immediate results. It allows influencers to build a network of loyal fans around your brand with consistent exposure to your products and/or services. This helps you gradually grow your reach and eventually increase sales.
4) Strengthening Brand-Influencer Relationships with Always-On Campaigns
Perhaps one of the top benefits of always-on influencer campaigns is that they help you nurture your relationships with the influencers. The longer you work with an influencer, the more likely they are to remain loyal to your brand. This loyalty then manifests in the way they talk about your products or services, further adding to the authenticity of their advocacy.
So if you aren’t running an always-on influencer marketing campaign already, it’s time to reassess your strategy.