The importance of Influencer Relationship Management (IRM) and its advantages

[Dimaeiya333]

t is essential to understand that an IRM strategy is structured and built well in advance of the launch of an Influencer Marketing project. Why? Simply because by optimizing your actions and organizing your campaigns step by step, you have all the cards in hand for them to develop smoothly.

And this turns out to be true when identifying KOL profiles. Indeed, during this recruitment phase, it is important to target the content creators most relevant to your brand, i.e. those who are most aligned with your organization's mission and values. And indeed, if certain profiles may, based on their follower data on different social networks, seem ideal for your brand, the elements of values, world and style must also be taken into account as they are essential. Don't forget that the KOL you are going to activate will influence the purchasing decisions of their followers who are, if the identification has been done correctly, your target audience and therefore your potential customers. Therefore, finding and activating the content creators most in line with your brand is something you should not neglect.

Once you have identified your KOLs, what are the concrete benefits of an influencer relationship management strategy for your brand? Fully integrated into your daily Influence actions, IRM allows you to:

Establish a relationship of trust with KOLs
By knowing their worlds, their styles, their communication habits with their followers and by exchanging with them, you create a close bond with the profiles you want to activate. This way, they will be more willing to talk positively about your products and services with their followers , especially if you have given them all the necessary elements to do so (commitments and vision of the brand, values ​​of your company, creation process, etc.).

Create long-term collaborations with KOLs
Trust between a brand and content creators also translates into long-term collabor risk managers email database ations with them. And for good reason – by having identified the most relevant KOL profiles for your brand, you are sure to reach the KOL audiences that correspond to your long-term target audience. If your brand is interesting to the KOL and if the collaboration between the KOL they follow and the brand they have identified makes sense, there is a good chance that the KOL will mention your brand several times on their social media to meet the needs of their audience. This way, a long-term collaboration can be created with, to top it off, a bond of trust already established between you and the content creator.

Analyze influencer data more effectively
One of the main advantages of an effective IRM strategy is the ability to track and verify influencer engagement data. When identifying influencers, it is essential to look beyond the number of followers on a KOL’s social account. This is because some profiles can display malicious behavior and distort results. Once identified, your IRM strategy allows you to track the real performance of a content creator. This can be done by analyzing their engagement rate (depending on the social networks you activate them on) and all the influencer KPIs to measure the real impact of a KOL in the context of an Influencer Marketing collaboration.

As you can see, implementing a solid Influencer Relationship Management strategy that is in line with your strategic objectives is essential to truly benefit from your Influencer Marketing collaborations. In addition to creating unique, trusting and long-term relationships with KOLs, all the actions you implement will allow you to increase your brand awareness, the trust of audiences (in this case, your target audience) and, ultimately, your ROI.