You're launching a new product. How can you leverage influencer marketing in your go-to-market strategy?

You can segment influencers based on your objectives. Are you promoting brand awareness, launching a product, running a campaign, or driving a one-time sale? Different goals require different influencer types and channels. For instance, macro-influencers can boost long-term brand visibility, while micro-influencers may drive immediate conversions for time-sensitive offers. Also maintain a consistent relationship with influencers, just as they do with their followers. A long-term partnership builds trust and authenticity, making their endorsements more effective than one-off promotions.

Start by focusing on influencers whose content naturally aligns with your product’s mission and who genuinely connect with your target market. It’s easy to get caught up in follower counts, but engagement and authenticity matter more. You want influencers who consistently drive real conversations and inspire action within their community. A thoughtful approach to researching and vetting potential partners ensures that your brand’s story reaches the right people in a way that feels genuine and impactful.

Make sure to study the demographic and engagement of followers from your shortlisted influencers. Also, avoid: - Chasing high followings, a lot of times followers could be fake - Look at whether branded content has engagement and how their followers response - Be mindful about the most effective content format eg static, story, reels - Make use of social listening tools to filter influencers who have been contributing sensitive content

Picture going on a first date and getting asked, “How should we announce our engagement?” I imagine this would feel abrupt and ingenuine. That is how an influencer feels when contacted out of the blue and asked to talk up your products/company. (This is especially true if no compensation is involved.) Meet and engage with your influencers where they are. Follow. Like. Comment. Share. Get to know their audience. Share relevant links. If you’re attending the same event, meet up. Invest time in building a relationship. Then, when the right opportunity arises, ask for their partnership. It helps to keep a manageable, curated list of Influencers and set aside time to focus on engagement, perhaps over your first cup of coffee of the day.

Successful influencer partnerships often hinge on allowing creative freedom. When brands trust influencers to present products in their unique style (which is why you approached them in the first place remember?), the results tend to be more genuine and impactful. This authenticity leads to higher engagement and better conversion rates.